Shri Vile Parle Kelvani Mandals
Mithibai College of Arts,, Chauhan Institute of Science &
Amrutben Jivanlal college of Commerce and Economics
Vile Parle (West) Mumbai 400056
A PROJECT ON
INTERNATIONAL MARKETING OF VODAFONE ESSAR
IN THE SUBJECT
INTERNATIONAL MARKETING
SUBMITTED BY
CHIRAG DAVE
ROLL NO.: 09
DIVISION: B
UNDER THE GUIDANCE OF
PROF. SHALINI PADHI
TO
UNIVERSITY OF MUMBAI
FOR
MASTER OF COMMERCE PROGRAMME
(SEMESTER - III)
YEAR: 2014-15
Shri Vile Parle Kelvani Mandals
Mithibai College of Arts,, Chauhan Institute of Science &
Amrutben Jivanlal college of Commerce and Economics
Vile Parle (West) Mumbai 400056
EVALUATION CERTIFICATE
This is to certify that the undersigned have assessed and evaluated the project on
INTERNATIONAL MARKETING OF VODAFONE ESSAR submitted by
CHIRAG DAVE, student of [Link]. Part - II (Semester III) for the academic
year 2014-15. This project is original to the best of our knowledge and has been
accepted for Internal Assessment.
Name & Signature of Internal Examiner
Name & Signature of External Examiner
College Seal
PRINCIPAL
DR. DILEEP V. KAMAT
Shri Vile Parle Kelvani Mandals
Mithibai College of Arts,, Chauhan Institute of Science &
Amrutben Jivanlal college of Commerce and Economics
Vile Parle (West) Mumbai 400056
DECLARATION BY THE STUDENT
I, CHIRAG DAVE student of [Link]. (Part II) Roll No.: 09 hereby declare that
the project titled INTERNATIONAL MARKETING OF VODAFONE
ESSAR for the subject INTERNATIONAL MARKETING submitted by me
for SemesterIII of the academic year 2014-15, is based on actual work carried out
by me under the guidance and supervision of PROF. PROF. SHALINI PADHI. I
further state that this work is original and not submitted anywhere else for any
examination.
Place:
Date:
Name & Signature of Student
(CHIRAG DAVE)
ACKNOWLEDGEMENT
The success of this final report is the outcome of Guidance and valuable
suggestions provided by all the concerned without whom the report could not fide
on the right back.
I would like to express my sincere gratitude to our PROF. SHALINI PADHI for
giving me an opportunity to do this project work.
I would like to thank my principal for providing the necessary facilities required
for the completion of this project. I would like to show my gratitude towards
college library, for having provided various reference books and magazines related
to my project.
Finally, I will be failing in my duty, if I do not thank my PARENTS, and my other
family members & FRIENDS and well wishers for their enthusiastic support and
who have directly or indirectly helped in some way or the other in making this
final report a success and had given harmonious Support for ensuring the smooth
passage of this ambitious project
TABLE OF CONTENT
SR.
NO.
TOPIC
PAGE
NO.
Introduction to Vodafone Essar
Vodafone Marketing Mix
11
Vodafone Porters Five forces, Swot & Pest-G
21
Analysis
4
Vodafone in India
25
Conclusion & Recommendation
29
Bibliography
30
EXECUTIVE SUMMARY
Vodafone Group plc /vodfon/ is a British multinational telecommunications company
headquartered in London and with its registered office in Newbury, Berkshire. It is the world's
2nd-largest mobile telecommunications company measured by both subscribers and 2013
revenues (in each case behind China Mobile), and had 434 million subscribers as of 31 March
2014.
Vodafone UK is part of Vodafone Group - one of the world's leading mobile communications
companies providing voice, text and internet services in more than 30 countries, and in
partnership with other mobile networks in 40 more. Across the world, Vodafone employs more
than 86,400 people with 404 million customers. We have more than 19 million customers in the
UK.
Advantages:
All members have limited liability.
Huge amounts of money can be raised from the sale of shares to the public.
Production costs may be lower as firms may gain and this leads to ability to expand and
benefit from economies of scale which means as the production increases the cost of
production per unit decreases. In this case Vodafone will be able to set lower prices than
competitors and in this way increase sales revenue and maybe profits.
The great size of Vodafone can often dominate the market and lead to a market leader
where the competitor firms will have to follow.
Disadvantages:
There can be potential management problems in the organization.
There may be danger of takeover
There may be danger of shares loosing value through fashion and rumour and this to lead to a
reduction of the stock market shares
VODAFONE MARKETING MIX
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.
Sponsoring Ferrari
Vodafone intends to be recognized as one of the world's leading brands. Its sponsorship of
Ferrari, with the immensely valuable media coverage that Formula 1 attracts, helps Vodafone to
achieve this objective
Marketing strategy.
In order to retain market leadership, Vodafone has established a set of marketing objectives.
These are to:
Keep the customers it already has
Increase penetration of new data service (i.e. Vodafone live!)
Introduce new technologies and services (e.g. Vodafone live! and mobile internet)
Continue to develop the Vodafone brand
Acquire new customers.
Ferrari Ringtones and Icons
This service allows you to customise your phone with exclusive Ferrari logos, pictures,
screensavers and ringtones.
Ferrari content on Vodafone live!
Ferrari content is particularly suited to Vodafone live! being provided in colour and pictures.
Users can access regular alerts including pictures, that can be banked as wallpaper or sent on
to friends.
1. Porters five forces
Buyer power
Supplier power
Threat of substitutes
Threat of entrants
Industry rivalry
2. SWOT Analysis
3. Pest-G Analysis
VODAFONE IN INDIA
India, which has seen over Rs 59,000 crore in investments from Vodafone since 2007, has grown
to become the third largest market for the company globally by revenue, said Suresh Kumar,
operations director, south India, Vodafone.
Vodafone Marketing in India:
Vodafone Zoozoos turn TV protagonists to push offerings this IPL
Vodafone captures the joy of sharing, with uninterrupted internet
Vodafone uses a knock-out bout to say 'Everybody wins'
In recommending to Vodafone, the company must increase its GPRS subscriber base due to the
high demand, deliberate more on value added services introduce location-based services,
diversify its broadband network by introducing voice over internet and finally tapping rural
markets.