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Vodafone Essar In India Is A Subsidiary Vodafone Marketing Essay

Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced operations in 1994 when its predecessors Hutchison Telecom acquired the cellular license for Mumbai.

Vodafone Essar now has operations in 16 Circles covering 86% of India's mobile customer base, with over 34.1 million customers. Under the Hutch brand, has been named as

Most Respected Telecom Company

Best Mobile Service in the country

Most creative and most effective Advertiser of the year.

Vodafone is the worlds leading international mobile communication company. It now has operations in 25 countries across 5 continents and 40 partners with 200 million custiomers.

Vodafone has partnered with the Essar Group as its principal joint venture partner for the Indian market. Vodafone launched their brand in India on the 21st Century on September 2007.


The world is a global market with few barriers, so Vodafone has to be highly visible as 'the brand to buy'. Effective marketing is the key to this high visibility. Marketing involves anticipating customers' needs and finding the right product or service to meet those needs, thereby encouraging high sales levels. Vodafone goes further by looking to impress on its customers not merely what its products are i.e. features, but also what they can increasingly do i.e, benefits. This involves effective communication. Customers are exposed to a barrage of different images and messages by mobile phone companies, as the competition gets tougher. Vodafone appeals to new customers and aims to keep its existing ones by emphasizing the uniqueness of the brand.

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Vodafone's aim is to grow its revenue and improve its profit margin by adding value to its products and services i.e. earning more from each product sold. The 'Vodafone live!' service enables customers to use picture messaging and to download polyphonic ring tones, color

games, images and information, through an icon-driven menu.

This service will soon be further enhanced by picture messaging, video clips and video calls (seeing the person you're calling) and improving the download speeds. Another service is the Vodafone Mobile Connect Card, which enables customers to access their normal business applications on a laptop when out of the office. Such services add value to the product, and high profile effective promotion will help sell these services to existing and new customers.

What is marketing communication mix?

Marketing Communication Mix is the "Promotion" of the Marketing Ps and covers every method and medium of communicating with your target audience. In many ways, the marketing communication mix is the heart of your marketing strategy around which everything else in sales and marketing is predicated. If business consists of creating value and creating customers, Marketing Communication (MARCOM) covers exactly how you are going to create customer by taking your value message to the market.


A longer term marketing strategy is underpinned by careful planning and a successful marketing mix. The marketing mix is a combination of many features that can be represented by the four Ps.

product - features and benefits of a good or service

place - where the good or service can be bought

price - the cost of a good or service

promotion - how customers are made aware of a good or service.


A product with many different features provides customers with opportunities to chat, play games, send and receive pictures, change ring tones, receive information about travel and sporting events, obtain billing information - and soon view video clips and send video


Vodafone live! Provides on-the-move information services.


It also sells through independent retailers, showrooms etc.

Customers are able to see and handle products they are considering


People are on hand to ensure customers' needs are matched with the

right product and to explain the different options available.


Vodafone wants to make its services accessible to as many people as possible: from the young, through apprentices and high powered business executives, to the more mature users.

It offers various pricing structures to suit different customer age groups.

Monthly price plans are available as well as prepaid options.


Vodafone works with icons such as Irfan Khan and a "PUG" to communicate its brand values.

Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively. This is known as above the line promotion.

Stores have special offers, promotions and point of sale posters to attract those inside the stores to buy.

Vodafone's stores, its products and its staff all project the brand image.

Vodafone actively develops good public relations by sending press releases to national newspapers and magazines to explain new products and ideas.

Vodafone Products:

Brand Image:

Irfan Khan is than a actor and the company has a "PUG" for most of the advertisements hence, this has created a demand for the PUG all over India. It was said that after the "PUG" had appeared on the Vodafone commercial more than 50,000 "PUG's" where sold to the public.

Market Research

High profile campaigns are a gamble. The campaign's impact has to justify the time, money and effort spent on it. The marketing team must evaluate the campaign's success. Vodafone essar has asked people across different sectors of society about the campaign, and has analyzed their responses. Individuals were asked what they could remember about the campaigns. This is known in the marketing industry as recall.

The "PUG" campaign has also helped to support Vodafone's drive for brand migration. Vodafone can help to fulfill its aim to grow successfully by acquiring local companies in markets that Vodafone would like to enter.

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