Marketing Strategy of Vodafone in India

INTRODUCTION- VODAFONE ESSAR

Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Vodafone Essar now has operations in 23 circles with over with over 85.82 million customers**. Vodafone has partnered with the Essar Group as its principal joint venture partner for the Indian market. Vodafone Essar is owned by Vodafone 67% and Essar Group 33%.

The company used to be named Hutchison Essar, reflecting the name of its previous owner, Hutchison. However, the brand was marketed as Hutch. After getting the necessary government approvals with regards to the acquisition of a majority by the Vodafone Group, the company was rebranded as Vodafone Essar. The marketing brand was officially changed to Vodafone on 20 September 2007. On September 20, 2007 Hutch became Vodafone in one of the biggest brand transition exercises in recent times

Despite the official name being Vodafone Essar, its products are simply branded Vodafone. Over the years, Vodafone Essar, under the Hutch brand, has been named the ‘Most Respected Telecom Company', the ‘Best Mobile Service in the country' and the ‘Most Creative and Most Effective Advertiser of the Year'. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros.

Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 23 of the country's 23 licence areas. It is among the top three GSM mobile operators of India.

Vodafone Essar is the 1st Indian Telecom operator to receive the Payment Card Industry Security Standard (PCI DSS) certification for its Mumbai operation in 2009. Also it is the first time that Vodafone has launched Recharge Online.

**Figures from Cellular Operators Association of India, October 31, 2009

PRODUCT AND SERVICES OFFERED BY VODAFONE

The products offered by Vodafone are prepaid phone services, Vodafone Postpaid, World Calling Cards, Gulf Calling Card, Magic Box handsets, iPhone 3G, Vodafone Handyphone and Vodafone PCO.

The services offered by Vodafone are Tunes & downloads, Entertainment, Devotional, sports, News & Updates, Call Management Services, Astrology, Finance, Travel, Internet Bonus Card, Mail, Messaging & more, Dial in Services , Bill Info, Vodafone Business Solutions and Vodafone Tuesdays

COMPETITORS OF VODAFONE

The competitors of Vodafone in India are:-

• Bharti Airtel

• Reliance Communications

• Idea cellular Limited, Virgin Mobile