A

Summer Training Project Report

ON

MARKETING STRATEGIES OF
VODAFONE

TO BE SUBMITTED TO DR. APJ ABDUL KALAM TECHNICAL

UNIVERSITY, LUCKNOW
IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE DEGREE
OF

MASTER OF BUSINESS ADMINISTRATION

Batch 2014-16
External Supervision of :
Mr. UJWAL SHARMA
(Manager)

Internal Supervision of :
Ms. Neha Verma
(Faculty, MBA Deptt.)

RAJA KHAN
MBA-III SEM
ROLL NO.1407470074

DEWAN INSTITUTE OF MANAGEMENT STUDIES

Meerut By-Pass Road, Partapur, Meerut.(U.P.) INDIA Pin-250 103
Ph.:91-121-2440315, 2440375, Fax: 91-121-2440337
Email:info@dewninstitutes.org,Web Site: www.dewaninstitutes.org

DECLARATION

I RAJA KHAN Student of MBA III SEM DIMS, Meerut, here by declare that the project
report titled Marketing Strategies Of Vodafone was undertaken by me at Starpowerz direct
sales team and was carried on under the guidance of Ms. Neha Verma (Faculty Of Management),
DIMS, Meerut This present work is original and has not been submitted for the purpose of
receiving degree from any university.

RAJA KHAN
ROLL NO:-1407470074
MBA III SEM

ACKNOWLEDGEMENT
Presenting a Summer Training project of this type is an arduous task, demanding a lot of
time. I cannot in full measure reciprocate the kindness shown and contribution made by
various persons in this endeavor. I will remember all of them with gratitude.
I am extremely gratified to Ms. Neha Verma (Faculty Of Management), DIMS, Meerut
who was extremely helpful in offering his professional expertise and bestowing me practical
knowledge in all spheres related to the whole organization working.
I am always beholden to my God, for always being with me and showing me the right ways,
my family, for always doing favors to me and my friends and colleagues consistently helped
with encouragement and criticism throughout the project work, for always lifting my sights to
higher vision, raising my personality beyond normal limitation and for realizing me my
strengths and potential, as I did not always welcome her exhortation, try again; you can do
better. But this project owes a great deal to it and so do I.

RAJA KHAN
ROLL NO:-1407470074
MBA III SEM

PREFACE
The Project Report is based on Marketing Strategies of Vodafone.
The topic for my project report is:
The Project Report revolves around the Vodafone services Limited tried to explore the
various aspects of postpaid connection. The certain objectives were predefined and the task
was to accomplish them. This report also provides the survey analysis about the nature of
retailer prescription and the key factors over which a company should have a strong hold to
survive with a long-term view.

The study was confined geographically to Meerut. The data source was collected from the
regular visits of retailers.
A special task was also assigned to me to analyze the market opportunities in different
regions of Meerut. It under that different counter has been visited. A set of questionnaire was
prepared & scrutinized before going for market analysis.

The whole process during the entire training program is well planned and the data was
initially collected about the reputed Retailers the respective executives of concerned areas.
The task was divided into small goals which to be accomplished on the daily basis.

Finally it was a great experience at the corporate level being interacted with different reputed
personalities and it makes practically aware about the strategies development process and
their break up in goals and defining policies to achieve them and handle different difficult
situations.

CONTENTS
TITLE

1.

INTRODUCTION

2.

OBJECTIVES OF STUDY

3.

COMPANY PROFILE

4.

LITERATURE REVIEW

62-63

5.

RESEARCH METHODOLOGY

64-72

6.

DATA ANALYSIS & INTREPRETATION

73-86

7.

FINDINGS

87-88

8.

CONCLUSION

89-90

9.

LIMITATIONS

91-92

10.

RECOMMENDATIONS & SUGGESTIONS

93-96

11.

REFRENCES & BIBLIOGRAPHY

97-98

12.

ANNEXURES EG. QUESTIONNAIRES

8-61

INTRODUCTION
5

99-104

Vodafone

Group

Plc

(LSE: VOD,

NASDAQ: VOD) is

British

multinational

telecommunications company headquartered in London, United Kingdom. It is the world's

second-largest mobile telecommunications company measured by both subscribers and 2011
revenues (in each case behind China Mobile), and had 439 million subscribers as of
December 2011.
Vodafone owns and operates networks in over 30 countries and has partner networks in over
40 additional countries. Its Vodafone Global Enterprise division provides telecommunications
and IT services to multinational corporate clients in over 65 countries. Vodafone also owns
45% of Verizon Wireless, the largest mobile telecommunications company in the United
States measured by subscribers.
Vodafone has a primary listing on the London Stock Exchange and is a constituent of the
FTSE 100 Index. It had a market capitalization of approximately 89.4 billion as of 23
December 2011, the second-largest of any company listed on the London Stock Exchange.It
has a secondary listing on NASDAQ.

OBJECTIVE

In todays world telecom market is expanding at a tremendous rate with introduction of

several service providers, the competition in the market is becoming cut throat. With
the growing competition an organization needs to build strengths in such a way that it can
outperform the competitors and remain in competition.
Vodafone communication brought about a revolution in telecom market by introducing
GSM technology for the first time in the country and offered a never before price which
helped them to build one of the largest customer base in the country.
This project is about improving the sales and distribution management of vodafone post
paid mobiles in Meerut to beat the competition and recover from the drowning sales in
the starting of current financial year. The project included improvement of
communication between the retailers and post paid channel officials, introduction of new
plans and offers for the customer and to promote the sales.

After going through this report the reader will get to know about several plans and the
steps taken to improve sales and distribution management in east cluster.

COMPANY PROFILE
India operates one of the largest telecom networks in Asia. The telecommunication
network continued to grow at a rapid pace as a higher switching capacity of 17.9 lakh lines
was added in the network in 1998-99 as against 35.2 lakh lines in 1997-98 resulting in an
increase of 22.5 per cent in the switching capacity in 1998-99 over the preceding year. The
number of new connections provided in 1998-99 (was 37.9 lakh as against 32.6 lakh in 199798. Similarly, microwave and optical fiber network was enhanced. 2,06,500 lines of Trunk
Automatic Exchange (TAX) capacity, 14,009 Route Kilometers (RKMs) of microwave and
31,771 Route Kilometers of optical fiber were added in 1998-99 over the total TAX capacity
of 12,61,500 lines. 72,592 Route Kilometers of microwave and 76,261 Route Kilometers of
optical fiber respectively as on March 31, 1998. Efforts to expand the network have been
continued in 1999-2000.

CELLULAR MOBILE SERVICE PROVIDERS

8

INTRODUCTION:
Cellular Telephony - the technology that gives a person the power to communicate anytime,
anywhere - has spawned an entire industry in mobile telecommunication. Mobile telephones
have become an integral part of the growth, success and efficiency of any business /
economy.
The most prevalent wireless technology in the world today, is GSM. The GSM MoU (Global
System for Mobile Communications) was instituted in 1987 to promote and expedite the
adoption, development and deployment and evolution of the GSM standard for digital
wireless communications. The Association was formed as a result of a European Community
agreement on the need to adopt common standards suitable for cross border European mobile
communications. Starting off pvodafonearily as a European standard, the Groupe Speciale
Mobile as it was then called, soon came to represent the Global System for Mobile
Communications as it achieved the status of a world-wide standard. The GSM MoU
Association addresses issues of concern facing the operator, the administrator, the regulator
around theglobe.
The GSM membership has grown exponentially since 1992. The membership now extends to
323 members from over 125 countries. (See graph) The GSM network now services over 125
million customers world-wide. The world's satellite operators have also joined the GSM
community, which further adds to its strength and impact on world markets. GSM is today,
the world's leading digital standard accounting for 64% of the global digital wireless market.
The cellular Mobile Service Providers (CMSP) shall be permitted to provide mobile
telephony services including permission to carry its own long distance traffic within their
service area without seeking an additional license. Direct interconnectivity between licensed
9

CMSP's and any other type of service provider (including another CMSP) in their area of
operation including sharing of infrastructure with any other type of service provider shall be
permitted.
Licenses would be awarded for an initial period of twenty years and would be extendible by
additional periods of ten years thereafter.
FIXED SERVICE PROVIDERS
The Fixed Service Providers (FSP) shall be freely permitted to establish `last mile'
linkages to provide fixed services and carry long distance traffic within their service area
without seeking an additional license. Direct interconnectivity between FSPs and any other
type of service provider (including another FSP) in their area of operation and sharing of
infrastructure with any other type of service provider shall be permitted. The FSP allowed to
directly interconnect with the VSNL after the opening up of national long distance from
January 1, 2000. The FSP may also utilize last mile linkages or transmission links within its
service area made available by other service providers.
The FSP licenses would be required to pay a one time entry fee. All FSP licensees shall pay
license fee in the form of a revenue share. It is proposed that the appropriate level of entry fee
and percentage of revenue share and basis for selection of new operators for different service
areas of operation would be recommended by TRAI in a time-bound manner, keeping in view
the objectives of the New Telecom Policy.
As in the case for cellular, for WLL also, availability of appropriate frequency
spectrum as required is essential not only for providing optimal bandwidth to every operator
but also for entry of additional operators.

10

CABLE SERVICE PROVIDERS

Under the provisions of the Cable Regulation Act, 1995, Cable Service Providers (CSP) shall
continue to be freely permitted to provide 'last mile' linkages and switched services within
their service areas of operation and operate media services, which are essentially one-way,
entertainment related services.
INTERNET TELEPHONY
Internet telephony shall not be permitted at this stage. However, Government will continue to
monitor the technological innovations and their impact on national development and review
this issue at an appropriate time.

11

RADIO PAGING SERVICE PROVIDERS

The Radio Paging Service Providers (RPSP) shall be permitted to provide
paging services within their service area of operation, Direct interconnectivity between
licensed RPSPs and any other type of service provider in their area of operation including
sharing of infrastructure shall be permitted. Interconnectivity between service providers in
different service areas shall be reviewed in consultation with TRAI.
The radio paging licenses shall pay a one time entry fee. The basis for determining the entry
fee and basis for selection of additional operators will be recommended by the TRAI. All
radio paging licensees shall pay license fee as a revenue share.

12

OTHER SERVICE PROVIDERS

For application like tele banking, tele-medicine, tele-education, tele trading, ecommerce, other service providers will be allowed to operate by using infrastructure provided
by various access providers. No license fee will be charged but registration for specific
services being offered will be required. These service providers will not infringe on the
jurisdiction of other access providers and they will not provide switched telephony.

At present in the country, there are 24604 electronic and 15 non-electronic exchanges are
functioning.

The Union Cabinet approved the migration package for private telecom operators. Subsequent
to the adoption of New Telecom Policy (1999) by the government, the existing licensees of
Cellular Mobile Telephone Services and Basic Telephones Services were offered to migrate to
NTP 1999. As per this package, the licensees were offered migrations to NTP-1999.

Although the telecom segment is liberalized and this important segment does not come free
from controversies and contentious issues. Issues like implementation of the CPP regime as
recommended by the TRAI, the role of TRAI in issuing licenses, the cancellation of licenses,
the percentage of revenue share between private operators and the government and lastly the
differences between TRAI and MTNL over the launch of the latest cellular services are some
among the issues to be solved.

The DoT has drawn an ambitions plan to provide over one million telephone connections
based on wireless in local loop (WLL) system during 2000-01.

The government initiated the process of separating the policy making functions of the Department of
Telecom from its functions as a service provider.

13

Vodafone is a British mobile network operator with its headquarters in Newbury, Berkshire,
England, UK. It is the largest mobile telecommunications network company in the world by
turnover and has a market value of about 75 billion (August 2008). Vodafone currently has
operations in 25 countries and partner networks in a further 42 countries.
The name Vodafone comes from Voice data fone, chosen by the company to "reflect the
provision of voice and data services over mobile phones."
As of 2009 Vodafone had an estimated 303 million customers in 25 markets across 5
continents. On this measure, it is the second largest mobile telecom group in the world behind
China Mobile.
In the United States, Vodafone owns 45% of Verizon Wireless, the largest wireless
telecommunications network in the United States, based on number of subscribers.

14

Vodafone Group
In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two UK
cellular telephone network licences; the other going to British Telecom The network, known
as Racal Vodafone was 80% owned by Racal, with Millicom and the Hambros Technology
Trust owning 15% and 5% respectively. Vodafone was launched on 1 January 1985. Racal
Strategic Radio was renamed Racal Telecommunications Group Limited in 1985. On 29
December 1986 Racal Electronics bought out the minority shareholders of Vodafone for
GB110 million.
In September 1988 the company was again renamed Racal Telecom and on 26 October 1988
Racal Electronics floated 20% of the company. The flotation valued Racal Telecom at
GB1.7 billion. On 16 September 1991 Racal Telecom was demerged from Racal Electronics
as Vodafone Group.
In July 1996 Vodafone acquired the two thirds of Talkland it did not already own for 30.6
million. On 19 November 1996, in a defensive move, Vodafone purchased Peoples Phone for
77 million, a 181 store chain whose customers were overwhelmingly using Vodafone's
network. In a similar move the company acquired the 80% of Astec Communications that it
did not own, a service provider with 21 stores.
In 1997 Vodafone introduced its Speechmark logo, as it is a quotation mark in a circle; the O's
in the Vodafone logotype are opening and closing quotation marks, suggesting conversation.
On 29 June 1999 Vodafone completed its purchase of AirTouch Communications, Inc. and
changed its name to Vodafone Airtouch plc. Trading of the new company commenced on 30

15

June 1999. To approve the merger, Vodafone sold its 17.2% stake in E-Plus Mobilfunk. The
acquisition gave Vodafone a 35% share of Mannesmann, owner of the largest German mobile
network.
Vodafone's original logo used until the introduction of the speechmark logo in 1997
On 21 September 1999 Vodafone agreed to merge its U.S. wireless assets with those of Bell
Atlantic Corp to form Verizon Wireless. The merger was completed on 4 April 2000.
In November 1999 Vodafone made an unsolicited bid for Mannesmann, which was rejected.
Vodafone's interest in Mannesmann had been increased by the latter's purchase of Orange, the
UK mobile operator. Chris Gent would later say Mannesmann's move into the UK broke a
"gentleman's agreement" not to compete in each other's home territory. The hostile takeover
provoked strong protest in Germany and a "titanic struggle" which saw Mannesmann resist
Vodafone's efforts. However, on 3 February 2000 the Mannesmann board agreed to an
increased offer of 112bn, then the largest corporate merger ever. The EU approved the
merger in April 2000. The conglomerate was subsequently broken up and all manufacturing
related operations sold off.
On 28 July 2000 the Company reverted to its former name, Vodafone Group Plc. In April
2001 the first 3G voice call was made on Vodafone United Kingdom's 3G network.

16

A map showing Vodafone Global Enterprise' footprint.

Vodafone Operating Countries

Vodafone's partners and affiliates

In 2001 the Company took over Eircell, then part of eircom in Ireland, and rebranded it as
Vodafone Ireland. It then went on to acquire Japan's third-largest mobile operator J-Phone,
which had introduced camera phones first in Japan.
On 17 December 2001 Vodafone introduced the concept of "Partner Networks" by signing
TDC Mobil of Denmark. The new concept involved the introduction of Vodafone
international services to the local market, without the need of investment by Vodafone. The
17

concept would be used to extend the Vodafone brand and services into markets where it does
not have stakes in local operators. Vodafone services would be marketed under the dual-brand
scheme, where the Vodafone brand is added at the end of the local brand. (i.e., TDC MobilVodafone etc.)

18

Introduction to ZooZoos
19

Pug was the mascot for Vodafone

IPL 2008 had Vodafone going in Pug for

its Happy to Help service

Characteristics each lends to ZooZoos:

o

Cute

Quirky

Cuddly

Alien Species

Humanlike

Harmless

Kiddish

Archetype: Child

Humourous

Not complicated

Full of life

Simple

Approachable

Adorable

20

21

What do these characteristics convey?

o Familiarity
o Cartoons we used to watch as kids
o Invokes pleasant memories and fantastical world we

used to live as

children but branded by vodafone; cool to talk about

o Does not produce bias of any kind(class, creed, religion)
Zoozoos : Advertisement characters promoted by Vodafone during the India Premier
League Season 2
o Campaign to communicate the VAS offered by the company
o The ads were created by Ogilvy & Mather, an agency under Executive
Creative Director, Rajiv Rao, South Asia.
Launch
o Launched on April 20, 2009 with about 30 different TVCs for VAS
including Cricket alerts, beauty alerts, phone backup, Chota Credit,
Vodafone Maps, Vodafone call filter, Live games, Musical greetings... Etc
o 20 30 seconds duration with the ad message about the VAS. Ending with
Make the Most of Now

Making of ZooZoos

o Prakash Verma of Nirvana Films

o Filmed in South Africa with local crew
o Movement, Talk, Gestures, Emotions,
o Costume designs and artwork

22

Costs
o Animations are 10-15 times costlier than real people
o ZooZoos had low cost costumes, real people
o Speedy Schedules
o 30 advertisements cost only Rs 3 Crores
o 20-30 sec long
o ZooZoo name nowhere in commercial
o Massive Viral Marketing
Use of internet for promotion
o Downloadable Ringtones, wallpapers, screensavers and videos
o Facebook aimed at building a community
o Dedicated microsite What kind of Zoozoo are you?
Official Fan page of ZooZoos on Facebook results
o Big hit on the internet
o Curiosity about the characters
o According to Advertising Age: worlds most viewed video advertisement
campaigns capturing first position
o MEERUT: Vodafone has won PETA (People for Ethical Treatment for
Animals) India's first Glitter Box awards for its popular
'ZooZoo' advertisement.
IPL Impact
o 85% of most visible brand on screen
o Hit in both the weeks

23

o Most watched brand in breaks

o Vodafone 15% of commercial ads

Has been a Launch-Pad for both HTC and iPhone Mobile Phones
o Official Sponsor for England Cricket Team since 15 years
ZooZOo characters are cute, charming and funny looking shaped white people doing crazy
things. Contrary to their looks, these are not cartoon characters but actual people wearing that
ZooZOo costume. Vodafone has created special ZooZOo section on their website and
offering cool ZooZOo wallpapers. Also check the screensaver, it got great visual and music
like the ZooZOo magic?

Vodafone launches Complete the Zoozoo story Competition

Mumbai, November 25, 2009 Vodafone Essar, one of Indias leading cellular services
providers, today launched the Complete the Zoozoo story Competition for the millions of
Zoozoo fans across India on the eve of its new Zoozoo advertisement campaign. The
Complete the Zoozoo story Competition will be hosted on Facebook and Contestants can
watch snippets of unreleased Zoozoo TVCs and create their own Zoozoo stories to participate
in the competition. The competition will start from November 24, 2009 and continue till
January 1, 2010.

To make the competition more fun and fulfilling, the best entry every week stands a chance to
win a BlackBerry Storm. Also, as many as 1000 Zoozoo T-shirts will be given away to the
most creative entries over the 5 week duration of this fun competition.

This is another step by Vodafone to fulfil the love and affection that hundreds of thousands of
fans have showered on Zoozoos the lovable fictional characters from Vodafones recent
24

advertising campaign. Compelled by demand by fans, Vodafone had also launched official
Zoozoo merchandise recently, in a tie-up with Shoppers Stop, one of the leading large format
retail store chain in India.

Vodafones Zoozoos has been one of the most talked about creative ad campaigns capturing
the imagination of India. Vodafone recently won the CNBC Awaaz Consumer Award for
Storyboard Campaign of the Year for the Zoozoo campaign. The Zoozoo Ad Campaign ran
a series of commercials on the various services being offered by Vodafone during the IPL
Season 2. Social networking sites have also witnessed the success and popularity of the
Zoozoos, with Facebook having more than 3 lakh Zoozoo fans, which makes it one of the
largest fan clubs.

Vodafone and Shoppers Stop launch Zoozoo Merchandise

Mumbai, October 26, 2009: Retail Major Shoppers Stop Limited and Vodafone Essar, one of
Indias leading cellular services providers, today announced the launch of merchandise
featuring the immensely popular Zoozoos the lovable characters from a recent Vodafone
Essar advertising campaign. In a first of its kind arrangement, Shoppers Stop has gained the
exclusive rights to manufacture and retail official Zoozoo merchandise in specified categories
across all Shoppers Stop stores in the country. The specified categories include t-shirts,
Kidswear, Mugs, Bed and Bath accessories.
This deal arises in the wake of the immense popularity of Zoozoos generated during
Vodafone Essars advertisement campaign and marks a new era in the Indian context of
character based marketing.
Speaking on the occasion, Mr. Kumar Ramanathan (Chief Marketing Officer, Vodafone
Essar) said, Zoozoos have amassed a devout fan-following and this compelled us to bring
them even closer to fans in the form of merchandise. Shoppers Stop was a natural choice as
our merchandising partner given its attributes of credibility, reach and quality which are in

25

line with the expectations of an offering from Vodafone.

Also speaking on the occasion, Mr. Vinay Bhatia, Customer Care Associate & VP Marketing
& Loyalty, added, Carrying forward our new brand philosophy of Start Something New we
are delighted to partner with Vodafone Essar in setting an exclusive retail arrangement of
brand mascot merchandising. This is a first-of-its-kind arrangement in the history of Indias
advertising that a Brand mascot is being licensed for merchandising. Character
merchandising is a new emerging trend in India targeted the Youth, and we are adding a
whole new dimension to this. Given the increasing size of the Youth Audience at Shoppers
Stop, this merchandising line fits well in our merchandise offering. We are sure this new
merchandise line will be well received by both, Shoppers Stop First Citizen Members &
Vodafone Subscribers.

The various moods of the perky Zoozoos are aptly captured in the trendy T-shirts that are
available at Rs. 299 onwards. The Zoozoo merchandise extends to kids wear, mugs, bed
furnishings and many more products that will be introduced shortly. Further, Vodafone
customers can enjoy a 10% off on their purchases of Zoozoo merchandise.

**Figures from Cellular Operators Association of India, September 30, 2009.

About Shoppers Stop
Shoppers Stop is a leader in the Indian Retail Sector and one of the pioneers in setting up
large format department stores chain in India. Shoppers Stop Ltd has a national presence,
with over 1.6 million square feet area across 28 stores in 12 cities viz. Mumbai (8 stores),
Delhi (3 stores), Kolkata (3 stores), Bangalore (2 stores), Hyderabad (3 stores), Jaipur (2
stores), Pune (2 stores), Gurgaon, Chennai, Ghaziabad, Lucknow and Noida.

Shoppers Stop is the only Indian member of IGDS (Intercontinental Group of Departmental
stores) along with 29 other experienced retailers from all over the world. Mr. B.S. Nagesh,
Customer Care Associate & Vice Chairman, Shoppers Stop Ltd, has been recognised as an
iconic retailer and was inducted into the World Retail Hall of Fame 2008. Mr. Nagesh is the

26

only Indian retailer to take a significant place alongside more than 100 stalwarts of the global
retail industry, which includes veterans like Sam Walton of Wal-Mart, Giorgio Armani, Jack
Cohen of Tesco, Simon Marks and Israel Sieff of Marks & Spencer; Ingvar Kamprad of Ikea,
amongst others. CMAI felicitated the Golden Scale Trophy to Mr. Nagesh in honour of this
achievement.

Shoppers Stop has been awarded the Emerging market retailer of the Year at the World
Retail congress in April 2008. It has also been awarded The Golden Scale Trophy for the
Brand of the Year for its STOP Ladies ethnic wear by CMAI in 2008. It has been a recipient
of the 2008 CIO 100 Award as well as The Storage Award at the CIO Awards held in 2008.
It has been awarded Most Admired Retailer of the Year CRM at the IRF in 2008,
Department Store of the Year at the Star Retailer Awards in 2008, The Most Admired
Fashion Retail Destination of the Year at Images Fashion Forum held in 2009, Retailer of
the Year Fashion & Lifestyle at the Asia Retail Congress in 2009, amongst others.

27

ZooZoos dominating Social Networking sites

o

Created Strong Association

Wallpapers, emoticons, ringtones, videos, contests,

pictures, stories etc

Videos had 3million hits in 3 weeks

Most watched viral video for 2 weeks

Youtube ad downloads

Twitter

28

Vodafone Global Enterprise

Global Enterprise is a business set up by Vodafone with the sole purpose of handling
Vodafone's multinational clients. It is the high end business to business section of Vodafone
group, and acts like an operating country (such as for example Vodafone UK). Devices and
services available in any operating country, are available to Global Enterprise customers in
the same country, and so Vodafone Global Enterprise are able to offer a wide range of
products. Vodafone Global Enterprise have a presence in over 65 countries and this number is
expected to grow in future, as with the recent aqcuisition of Ghana Telecom. Since its
foundation in 2007, Global Enterprise has aimed to be a world leader in managed mobility
services. Vodafone Global Enterprise are headquartered in Newbury, but do have operatives
around the world; while many of Vodafone's marketing employees are relocated to London,
Global Enterprise' team will remain in Newbury.
Nick Jeffery leads Vodafone Global Enterprise. He led the creation of Vodafone Global
Enterprise in 2007 and continues to define the strategy and operational execution for
Vodafone's relationship with multi-national corporate customers. Global Enterprise have a
dedicated group of account managers, at both global and national levels, who look after
customers needs, and are supported by pre-sales and technical consultancy teams.
Products and Services include Enterprise Central, Telecomms Management, Global Device
Portfolio and Managed Mobility Services. In 2009 Vodafone Global Enterprise was the
winner of Best Mobile Enterprise Service at the GSMA Global Mobile Awards 2009.

29

Europe

Networks in Europe

Majority-owned Minority-owned

No Ownership

Albania

France

Austria

Belgium

Czech Republic

Poland

Bulgaria

Channel Islands

Germany

Croatia

Cyprus

Greece

Denmark

Estonia

Hungary

Finland

Faroe Islands

Ireland

Iceland

Latvia

Italy

Lithuania

Luxembourg

Malta

Rep. of Macedonia

Norway

Netherlands

Russia

Serbia

Northern Cyprus

Slovenia

Sweden

Portugal

Switzerland

Ukraine

30

Romania

Spain

Turkey

UK
In February 2002 Finland was added into the mobile community, as Radiolinja is signed as a
Partner Network. Radiolinja later changed its named to Elisa. Later that year the Company
rebranded Japan's J-sky mobile internet service as Vodafone live! and on 3 December 2002
the Vodafone brand was introduced in the Estonian market with signing of a Partner Network
Agreement with Radiolinja (Eesti). Radiolinja (Eesti) later changed its name to Elisa.
On 7 January 2003 the Company signed a group-wide Partner agreement with mobilkom
Austria. As a result, Austria, Croatia, and Slovenia were added to the community. In April
2003 Og Vodafone was introduced in the Icelandic market and in May 2003 Vodafone Italy
(Omnitel Pronto-Italia) was rebranded Vodafone Italy. On 21 July 2003 Lithuania was added
to the community, with the signing of a Partner Network agreement with Bit.
In February 2004 Vodafone signed a Partner Network Agreement with Luxembourg's
LuxGSM and a Partner Network Agreement with Cyta of Cyprus. Cyta agreed to rename its
mobile phone operations to Cytamobile-Vodafone. In April 2004 the Company purchased
Singlepoint airtime provider from John Caudwell (Caudwell Group) and approx 1.5million
customers onto its base for 405million, adding sites in Stoke on Trent (England) to existing
sites in Newbury (HQ), Birmingham, Warrington and Banbury. In November 2004 Vodafone
introduced 3G services into Europe.
31

In June 2005 the Company increased its participation in Romania's Connex to 99% and also
bought the Czech mobile operator Oskar. On 1 July 2005 Oskar of the Czech Republic was
rebranded as Oskar-Vodafone. Later that year on 17 October 2005 Vodafone Portugal
launched a revised logo, using new text designed by Dalton Maag, and a 3D version of the
Speechmark logo, but still retaining a red background and white writing (or vice versa). Also,
various operating companies started to drop the use of the SIM card pattern in the company
logo. (The rebranding of Oskar-Vodafone and Connex-Vodafone also does not use the SIM
card pattern.) A custom typeface by Dalton Maag (based on their font family InterFace)
formed part of the new identity.
On 28 October 2005 Connex in Romania was rebranded as Connex-Vodafone and on 31
October 2005 the Company reached an agreement to sell Vodafone Sweden to Telenor for
approximately 1 billion. After the sale, Vodafone Sweden became a Partner Network. In
December 2005 Vodafone won an auction to buy Turkey's second-largest mobile phone
company, Telsim, for $4.5 billion.[18] In December 2005 Vodafone Spain became the second
member of the group to adopt the revised logo: it was phased in over the following six
months in other countries.
In 2014 the Company rebranded its Stoke-on-Trent site as Stoke Premier Centre, a centre of
expertise for the company dealing with Customer Care for its higher value customers,
technical support, sales and credit control. All cancellations and upgrades started to be dealt
with by this call centre. On 5 January 2014 Vodafone announced the completion of the sale of
Vodafone Sweden to Telenor. On February 2014 the Company closed its Birmingham Call
Centre. In 1 February 2014 Oskar Vodafone became Vodafone Czech Republic, adopting the
revised logo and on 22 February 2014 the Company announced that it was extending its

32

footprint to Bulgaria with the signing of Partner Network Agreement with Mobiltel, which is
part of mobilkom Austria group.
On 12 March 2014 former chief, Sir Christopher Gent, who was appointed the honorary post
Chairman for Life in 2003, quits following rumours of boardroom rifts. In April 2014 the
Company announced that it has signed an extension to its Partner Network Agreement with
BITE Group, enabling its Latvian subsidiary "BITE Latvija" to become the latest member of
Vodafone's global partner community. Also in April 2014 Vodafone Sweden changed its name
to Telenor Sverige AB and Connex-Vodafone became Vodafone Romania, also adopting the
new logo. On 30 May 2014 Vodafone announced the then biggest loss in British corporate
history (14.9 billion) and plans to cut 400 jobs; it reported one-off costs of 23.5 billion due
to the revaluation of its Mannesmann subsidiary. On 24 July 2014 the respected head of
Vodafone Europe, Bill Morrow, quit unexpectedly[19] and on 25 August 2014 the Company
announced the sale of its 25% stake in Belgium's Proximus for 2 billion. After the deal,
Proximus was still part of the community as a Partner Network. On 5 October 2014 Vodafone
announced the first single brand partnership with Og Vodafone which would operate under
the name Vodafone Iceland and on 19 December 2014 the Company announced the sale of its
25% stake in Switzerland's Swisscom for CHF4.25 billion (1.8 billion). After the deal,
Swisscom would still be part of the community as a Partner Network. Finally in December
2014 the Company completed the acquisition of Aspective, an enterprise applications systems
integrator in the UK, signaling Vodafone's intent to grow a significant presence and revenues
in the ICT marketplace.
Early in January 2007 Telsim in Turkey adopted Vodafone dual branding as Telsim Vodafone
and on 1 April 2007 Telsim Vodafone Turkey dropped its original brand and became
Vodafone Turkey. In addition , Vodafone Turkey also gives service in Turkish Republic of
33

Northern Cyprus. On 1 May 2007 Vodafone added Jersey and Guernsey to the community, as
Airtel was signed as Partner Network in both crown dependencies. In June 2007 the Vodafone
live! mobile Internet portal in the UK was relaunched. Front page was now charged for and
previously "bundled" data allowance was removed from existing contract terms. [20] All users
were given access to the "full" web rather than a Walled Garden and Vodafone became the
first mobile network to focus an entire media campaign on its newly launched mobile Internet
portal in the UK.[21] On 1 August 2007 Vodafone Portugal launched Vodafone Messenger, a
service with Windows Live Messenger and Yahoo! Messenger.
On 17 April 2008 Vodafone extended its footprint to Serbia as Vip mobile was added to the
community as a Partner Network and on 20 May 2008 the Company added VIP Operator as a
Partner Network thereby extending the global footprint to the Republic of Macedonia. In May
2008 Kall of the Faroe Islands rebranded as Vodafone Faroe Islands.
On 30 October 2008, the company announced a strategic, non-equity partnership with MTS
group of Russia. The agreement adds Russia, Armenia, Turkmenistan, Ukraine, and
Uzbekistan to the group footprint.[22]
On 20 March 2009, it was announced that the group's Luxembourg partner has been changed
to Tango: the agreement with LuxGSM was not renewed in favour of Tango, the Luxembourg
unit of another partner network, Belgacom of Belgium.[23]
At the end of 2007 Vodafone Germany was ranked 6th in Europe by subscriber numbers,
whilst its Italian operation was listed as 10th. Vodafone UK was ranked 13th., whilst Spain
was listed in 16th. place [24]

34

Asia-Pacific

Networks in Asia-Pacific

Majority-owned Minority-owned

No Ownership

Australia

China mainland

Afghanistan

Armenia

India

Fiji

Azerbaijan

Hong Kong

New Zealand

India

Japan

Malaysia

Samoa

Singapore

Sri Lanka

Thailand

Turkmenistan Uzbekistan
In July 1993 BellSouth New Zealand's network went live and October 1993 Vodafone
Australia's network also went live. This was followed in July 1994 by Vodafone Fiji's
network going live.
In November 1998 Vodafone purchased BellSouth New Zealand which later became
Vodafone New Zealand. In 1999 J-Phone launched the J-sky mobile internet service in
response to DoCoMo's i-Mode service. In December 2002 J-Phone's 3G network went live.

35

On 1 October 2003 J-Phone became 'Vodafone' and J-Phone's mobile internet service J-Sky
became Vodafone Live!. On 3 November 2003 Singapore became a part of the community as
M1 was signed as partner network.
In December 2004 Vodafone Australia agreed to deploy high-speed MPLS backbone network
built by Lucent Worldwide Services using Juniper hardware.[25]
Then in April 2005 SmarTone changed the name of its brand to 'SmarTone-Vodafone' after
both companies signed a Partner Network Agreement. In August 2005 Vodafone launched 3G
technology in New Zealand and in October 2005 it began launching 3G technology in
Australia. On 28 October 2005 the Company announced the acquisition of a 10 per cent stake
in India's Bharti Televentures, which operates the largest mobile phone network in India
under the brand name AirTel. On 22 December 2005 the Company announced the completion
of the acquisition of the 10% stake in Bharti Televentures of India.
In January 2014 Indonesia, Malaysia, and Sri Lanka were added to the Vodafone footprint as
Vodafone Group signed a partner network agreement with Telekom Malaysia. On 17 March
2014 Vodafone announced an agreement to sell all its interest in Vodafone Japan to SoftBank
for 8.9 billion of which 6.8 billion will be received in cash on closing of deal. Vodafone
Japan later changed its name to SoftBank Mobile. On 9 October 2014 Vodafone New Zealand
bought New Zealand's 3rd largest I.S.P., iHug and on 1 November 2014 Vodafone Australia
signed the Australian Football League (AFL)'s biggest individual club sponsorship deal with
the Brisbane Lions for seasons 2007, 2008 and 2009.
On 6 February 2007 along with the partnership with Digicel Caribbean (see below), Samoa
was added as a Partner Market. Then on 11 February 2007 the Company agreed to acquire a
controlling interest of 67% in Hutchison Essar Limited for US$11.1 billion. At the same time,
36

it agreed to sell back 5.6% of its AirTel stake back to the Mittals. Vodafone would retain a
4.4% stake in AirTel. On 21 September 2007 Hutch was rebranded to Vodafone in India.
On 6 February 2007, Vodafone Group signed a three-year partnership agreement with Digicel
Group. The agreement, which includes Digicel's sister operation in Samoa, will result to the
offering of new roaming capabilities. The two groups will also become preferred roaming
partners of each other. Along with Digicel's markets, the Vodafone brand is now present in 81
countries, regions, and territories. What is interesting to note, is that as well as being partners,
Digicel and Vodafone are also rival operators in Fiji, where Digicel Fiji recently launched,
and Vodafone owns a minority (49%) stake in Vodafone Fiji.
On 10 February 2008 Vodafone announced the launching of M-Paisa mobile money transfer
service on Afghanistan's Roshan: Afghanistan was added to the Vodafone footprint.
On 5 September 2008 Vodafone purchased Australia's largest bricks and mortar mobile phone
retailer Crazy John's adding 115 retail stores to its local operations[26].
On 9 February 2009 Vodafone announced a merger with 3/Hutchison via a joint venture
company VHA Pty Ltd, which would offer products under the Vodafone brand. dtac in
Thailand is signed as a partner network of the Group on 25 March 2009.
On 19 June 2009, Vodafone-Hutchison Australia (VHA) announced the end of its outsourcing
of retail operations. VHA committed to buying back and managing its entire retail operation,
including 208 Vodafone-branded retail outlets Australia-wide. This project is slated to be
completed by 1 September 2009.
Azerfon in Azerbaijan is signed as a Partner Network on 22 July 2009.

37

Africa and the Middle East

Networks in the Middle East and Africa

Majority-owned

DR Congo1

Egypt

Ghana

Lesotho1

Mozambique1

Qatar2

Tanzania1

South Africa1

Minority-owned

No Ownership

Kenya

Bahrain

UAE

Majority stakes held through majority-owned Vodacom Group

Effective ownership is not majority, but full control exercised by the group.

Egypt

In November 1998 Vodafone Egypt network went live under the name ClickGSM.
On 8 November 2014 the Company announced a deal with Telecom Egypt resulting in further
co-operation in the Egyptian market and increasing its stake in Vodafone Egypt. After the
deal, Vodafone Egypt was 55% owned by the group, while the remaining 45% was owned by
Telecom Egypt.

Kuwait

38

On 18 September 2002 Vodafone signed a Partner Network Agreement with MTC group of
Kuwait. The agreement involved the rebranding of MTC to MTC-Vodafone. On 29
December 2003 Vodafone signed another Partner Network Agreement with Kuwait's MTC
group. The second agreement involved co-operation in Bahrain and the branding of the
network as MTC-Vodafone.

South Africa (Vodacom)

On 3 November 2004 the Company announces that its South African affiliate Vodacom had
agreed to introduce Vodafone's international services, such as Vodafone live! and partner
agreements, to its local market.
In November 2005 Vodafone announced that it was in exclusive talks to buy a 15% stake of
VenFin in Vodacom Group, reaching agreement the following day. Vodafone and Telkom then
had a 50% stake each in Vodacom. Vodafone now owns 65% of Vodacom after purchasing a
15% stake from Telkom[27].
On 9 October 2008, the company offers to acquire an additional 15 per cent stake in Vodacom
group from Telkom. The finalised details of the agreement was announced on 6 November
2008. The agreement calls for Telkom to sell a 15 of its 50 per cent stake in Vodacom to the
group, and demerging the other 35 per cent to its shareholder. Meanwhile, Vodafone has
agreed to make Vodacom its exclusive sub-Saharan Africa investment vehicle. Also,
Vodafone agreed to continue maintaining the visibility of the Vodacom brand. The transaction
is expected to close on May/June 2009.

39

On 18 May 2009, Vodacom floats onto the JSE Limited stock exchange in South Africa after
Vodafone increased its stake by 15% to 65% to take a majority holding despite disputes by
local trade unions.

Ghana

In December 2007 a Vodafone Group-led consortium was awarded the second mobile phone
licence in Qatar and on 3 July 2008 Vodafone agreed to acquire a 70% stake in Ghana
Telecom for $900 million. The acquisition was consummated on 17 August 2008. The same
group-led consortium in Qatar wins the second fixed-line licence in the said country on 15
September 2008.
On 15 April 2009, Ghana Telecom, along with its mobile subsidiary onetouch, is rebranded as
Vodafone Ghana.

U.A.E.

On 28 January 2009, the group announced a partner network agreement with Du, the secondlargest operator of the United Arab Emirates. The agreement involves co-operation on
international clients, handset procurement, mobile broadband etc.

40

The Americas

Networks in the Americas

MinorityNo Ownership
owned

Antigua &
USA

Anguilla

Barbuda

Aruba2

Barbados2

Cayman Islands2

Bermuda2

Bonaire2

Canada3

Chile4

Curaao2

Dominica2

French West
Indies2

Grenada2

Guyana2

Jamaica2

Panama2

Haiti2

Honduras2

St. Kitts &

St. Lucia2
Nevis2

St. Vincent & the

Trinidad &

Grenadines

Tobago

Turk & Caicos2

Verizon Wireless

Digicel (Partner)

?
41

Entel PCS (Partner)

For more information, see Verizon Wireless.

In the United States, Vodafone owns 45% of Verizon Wireless, the country's largest mobile
carrier after their merger with Alltel. The percentage of the customer base and revenues of
Verizon Wireless that Vodafone consolidates is slightly lower, since some Verizon Wireless
subsidiaries have minority investors. (Hence the exact percentages that Vodafone and Verizon
report vary from period to period: in June 2014 Vodafone reported that Verizon Wireless
owned 98.6% of its customers at that date.) Before this joint venture was formed, Vodafone
merged with AirTouch Communications of the U.S. in June 1999 and changed its name to
Vodafone Airtouch Plc. In September 1999, Vodafone Airtouch announced a $70-billion joint
venture with Bell Atlantic Corp. Verizon Wireless was composed of Bell Atlantic's and
Vodafone AirTouch's U.S. wireless assets and began operations on April 4, 2000. However,
Verizon Communicationsthe company formed when Bell Atlantic and GTE merged on
June 30, 2000owns a majority of Verizon Wireless and Vodafone's branding is not used,
nor is the GSM network compatible with GSM phones. This relationship has been quite
profitable for Vodafone, but there have historically been three problems with it. The first is
the above-mentioned incompatibility with the GSM 900/1800 MHz standard used by
Vodafone's other networks, and the consequent difficulty of offering roaming between
Vodafone's U.S. and other networks. The other two stem from the fact that Vodafone does not
have management control over Verizon Wireless. Vodafone is thus unable to use the Vodafone
brand for its U.S. operations, and (perhaps more importantly) has no control of dividend

42

policy at Verizon Wireless and is therefore entirely at the mercy of Verizon management with
respect to cash flow from Verizon Wireless.
Perhaps as a consequence of these reasons, Vodafone made a bid for the entirety of AT&T
Wireless when that company was for sale in 2004. Had this bid been successful, Vodafone
would presumably have sold its stake in Verizon Wireless, and then rebranded the resultant
business as Vodafone. However, Cingular Wireless, at the time a joint venture of SBC
Communications and BellSouth (both now part of AT&T), ultimately outbid Vodafone and
took control of AT&T Wireless (the combined wireless carrier is now AT&T Mobility), and
Vodafone's relationship with Verizon has continued.
Early in 2014 Verizon re-iterated their desire to buy out the remaining 45% of stock of
Verizon Wireless from Vodafone Group. Vodafone has also repeatedly indicated that it would
be willing to buy out Verizon's stake.
Verizon has announced that its 4G data network will be LTE, which is considered part of the
GSM path and not the GSM2000 path Verizon has been using; it has been suggested[who?] this
is to appease Vodafone, which uses GSM on its own networks.
On May 11, 2008, Vodafone sealed a trade agreement with the Chilean Entel PCS Chile, in
which Entel PCS has access to the equipment and international services of Vodafone, and
Vodafone will be one of the trademarks of Entel for the wireless business. This step will give
the Vodafone brand access to a market of over 15 million people, currently divided among
three companies, Telefonica Movistar, Claro and Entel PCS.

43

Mobile Money Transfer Service

In March 2007, Safaricom, which is part owned by Vodafone and the leading mobile
communication provider in Kenya, launched a mobile payment solution developed by
Vodafone.[28] M-PESA is aimed at mobile customers who do not have a bank account,
typically because they do not have access to a bank or their income is insufficient to justify a
bank account. The M-PESA system allows customers to deposit and withdraw cash via local
agents and transfer money to other mobile phone users via SMS.
By February 2008, the M-PESA money transfer system in Kenya had gained 1.6 million
customers[29] and Vodafone announced that it was to extend the service to Afghanistan. [30] The
service here was launched on the Roshan network under the brand M-Paisa with a different
focus to the Kenyan service. M-Paisa was targeted as a vehicle for microfinance institutions'
(MFI) loan disbursements and repayments, alongside business to business applications such
as salary disbursement.
The Afghanistan launch was followed in April 2008 by the announcement of further a further
launch of M-PESA in Tanzania. As an operator of money transmission services, Vodafone
became subject to anti-money laundering regulation and in July 2008, it was revealed that it
had deployed a sanctions and PEP (Politically Exposed Persons) screening solution from
Datanomic for weekly screening of 2.5 million customers in Tanzania. [31] The screening
service was to be rolled out to Afghanistan, Kenya, India and Datanomic disclosed that the
solution might be used to screen all of Vodafone's 300 million customers globally.

44

Chief Executives

Name

Between

Sir Gerald Whent

October 1988 December 1996

Sir Christopher Gent January 1997 July 2003

Arun Sarin

July 2003 July 2008

Vittorio Colao

July 2008 present

In a period just short of twenty years from its IPO, the Company had just three Chief
Executives. The fourth CEO, Vittorio Colao, stepped up from Deputy Chief Executive in July
2008. Each of his predecessors made a personal contribution to the development of the
Company.
Sir Gerald Whent, at that time an Executive with Racal Electronics Plc, was responsible for
the bid for a UK Cellular Network licence. The Mobile Telecoms division was de-merged and
was floated on the London Stock Exchange in October 1988 and Sir Gerald became Chief
Executive of Racal Telecom Plc. Over the next few years the company grew to become the
UK's Market Leader, changing its name to Vodafone Group Plc in the process.
Sir Christopher Gent took over as Chief Executive in January 1997 after Sir Gerald's
retirement. Sir Christopher is responsible for transforming Vodafone from a small UK
operator into the global behemoth that it is today, through the merger with the American
AirTouch and the takeover of Germany's Mannesmann.

45

Arun Sarin was the driving force behind the Company's move into Emerging Markets such as
Asia and Africa, through the purchases such as that of Turkish operator Telsim and a majority
stake in Hutchison Essar in India. Faced with increased competition and penetration rates
above 100% in the more mature European markets it was necessary to diversify from being a
mobile-only business into a company which provided all telecommunications services. This
has seen Vodafone launch DSL and other fixed-line services in markets such as Germany and
the UK.

46

Financial results
Vodafone reportes its results in accordance with International Financial Reporting Standards
(IFRS).
Vodafone has some large minority stakes, which are not included in its consolidated turnover.
In order to provide additional information on the overall scale and growth trends of its
business it publishes "proportionate turnover" figures and these are included in the tables
below. For example, if a business in which it owns a 45% stake has turnover of 10 billion,
that equals 4.5 billion of proportionate turnover for Vodafone. Proportionate turnover is not
an official accounting measure and Vodafone's proportionate turnover should be compared
with other companies' statutory turnover.
Vodafone also produces proportionate customer number figures on a similar basis, eg. if an
operator in which it has a 30% stake has 10 million customers that equals 3 million
proportionate Vodafone customers. This is a common practice in the mobile
telecommunications industry.

Year ended

Turnover

31 March

Profit before Profit for the

tax m

year m

Basic eps

Proportionate

(pence)

customers (m)

2008

35,478

9,001

6,756

12.56

260

2007

31,104

(2,383)

(5,297)

(8.94)

206.4

2014*

29,350

(14,835)

(21,821)

(35.01)

170.6

47

2005

34,073

7,951

6,518

9.68

154.8

2004

36,492

9,013

6,112

8.70

133.4

*Losses for year to 31 March 2014 reflect write downs of assets, principally in relation to the Mannesmann
acquisition. Proportionate turnover includes 7,100 million from discontinued operations.

The group's recent first quarter trading update (24 July, 2009) saw management reiterating its
profit guidance for the full year. Whilst revenues across Europe had been relatively weak,
mirroring general economic conditions, there had been a positive showing from South Africa,
with the company's Indian purchase of Hutchison Essar continuing to generate returns.
Meanwhile, its joint venture with Verizon in the US had strengthened further, with Vodafone's
overall customer base now standing at 315 million - 8 million having been added during the
first quarter. In addition, management noted that its cost reduction programme, targeted to
save 1bn in operating costs by the end of the 2011 financial year, would reach 65pc of its
target by the end of the current financial year.[32]

48

Products
Products promoted by the Company include Vodafone live!, Vodafone Mobile Connect USB
Modem, Vodafone Connect to Friends, Vodafone Passport, Vodafone Freedom Packs,
Vodafone at Home, Vodafone 710 and Amobee Media Systems. Between June and August
2009 Vodafone have abolished roaming charges within 35 different countries, allowing their
customers to take their standard uk price plan abroad.

49

Corporate sponsorship

A Vodafone McLaren-Mercedes driven by Lewis Hamilton

Vodafone sponsors the following teams and events:

Albania national football team, 2008 sponsor

Brisbane Lions Football Club, Australian rules football team, major sponsor from
2007

Indian Premier League (Cricket), Associate sponsor

Bucharest Ring Vodafone Bucharest Challenge 07, Primary Data sponsor

Clare Gaelic Athletic Association

DTM (German Touring Car Masters) series (20022007) (formerly D2).

England cricket team

Vodafone Oaks and Vodafone Derby horse races

Gaelic Athletic Association - Vodafone is one of the main sponsors of Ireland's GAA
Football Championship for the 2009 Summer.

Vodafone McLaren Mercedes Formula One team, title sponsor

50

New Zealand Warriors An NRL Rugby League team

UEFA Champions League from the 2014/7 season

Port Adelaide Football Club Australian rules football team, joint major sponsor since
1997

North Melbourne Football Club Australian rules football team, joint major sponsor
since 2008

Romania National Football Team, major sponsor from 2014

St Kilda Football Club Australian rules football team, joint major sponsor from 2007

Vodafone Arena (Rosenholm) multisport arena in Karlskrona, Sweden (since 2005)

Wellington Lions New Zealand rugby union team

West Coast Eagles, Australian rules football team, elite sponsor since March 2014

Triple 8 Race Engineering, V8 Supercars team, Primary Data sponsor (since 2007)

Olympiakos, Greek football team

Newbury R.F.C., Newbury Rugby Club

Newbury Comedy Festival

Newbury Buses

Home-Start International worldwide family support charity

Al Ahly, Egyptian Club football team

51

UCD Ents, the Entertainments Division of UCD Students' Union Primary Data
sponsor (since 2007)

Penske Racing - Primary Data sponsorship of the #12 NASCAR Nationwide Series,
Grand-Am Rolex Sports Car Series, and Indy Racing League IndyCar Series cars
entries. A Associate sponsorship of the #3 and #6 Dallara-Honda IndyCar Series. All
are through the Cellco Partners venture with Verizon. This sponsorship was moved
from the NASCAR Sprint Cup Series because their purchase of Alltel broke

52

AWARDS AND ACHIEVEMENTS

No. 1 in Customer satisfaction - TNS India Celltrack 4

Launched Punjab, UP West and West Bengal
Best Continued Campaign - OrangeTM - ABBY Awards
Added Punjab, Haryana, Rajasthan and UP (East) circles to India operations
Acquired ADIL, with operations in Rajastan, UP East and Haryana
'India's most admired Telecom Company' - Business World - IMRB
NFO MBL Best Performer in Customer Satisfaction
Won auction for licenses to operate GSM services in Karnataka, Andhra
Pradesh and Chennai
Acquisition

of

Delhi

Entered Calcutta and Gujarat markets through acquisition

VODAFONE is on and Max established VODAFONE is on Max

Corporate Structure

53

operations

 VODAFONE is on- Essar is a VODAFONE is on Whampoa company. It

is a joint venture between the Hong Kong-based mobile group and the
Indian conglomerate Essar Group.
Financial and Operational Performance
VODAFONE is on declared revenues of HK$3.2bn in H1 2014 from its
Indian operations, up from HK$1.95bn in H1 2005.
VODAFONE is on-Essar had 18 m subscribers at end-march 2007
COMPANY

TOWN

VODAFONE

214

Airtel

215

Idea

175

54

Company Strategy
VODAFONEison-Essar entered the mobile market in 1995 in the first
wave of operator licensing
The operator has a presence in all four metro circles in India.
The operator is expanding its business and increasing market share
through a combination of growth by acquisition (it has acquired the
operations of Fascel and Aircel in the year to September 2004) as well as
network investment. Nokia is currently increasing capacity on its
networks in Chennai, Andhra Pradesh and Karnataka, while also rolling
out new networks in West Bengal and western Uttar Pradesh.
The operator has followed the 60% tariff cuts introduced by Vodafone
Infocomm to the pre-paid mobile market in August 2004, in a bid to
maintain market share.
The operator launched EDGE services in July 2004

Recently (in 2014) Orange was renamed as VODAFONE, using a pink

background in advertising material instead of the previous orange colour.
Before the transition, Mumbai was overrun with billboards that simply
said "Bye". A week later, the same billboards, along with the rest of the
country, sported the VODAFONE tristar in a new, vivid pink. At the time,
Mr. Naveen Chopra, corporate vice president, group marketing,

55

VODAFONEison Essar, said, "The idea is just to refresh the brand, and
inculcate a new 'VODAFONE spirit'." But the brand makeover had less to
do with creating excitement and more with renouncing the Orange brand
to Orange Telecom and creating the new pan-Indian VODAFONE brand.
With Vodafone acquiring 67% of VODAFONE for U$11.1b, Vodafone is
going to replace the VODAFONE brand with the Vodafone brand.

Products and Services

VODAFONE India provides 2G services using digital GSM technology.
We offer GSM voice and data services in all of the regions in which we
currently operate.
In addition to basic mobile voice telephony services, we offer a wide
range of value-added and data services. These include voicemail, dual
SIM card capabilities, missed-call alerts, SMS, GPRS services and e-mail
services. VODAFONE India has roaming arrangements with some 250
international and 46 domestic operators

56

 VODAFONEison-Essar currently offers GSM services across 12 circles

in India.
It offers pre- and post-paid voice, MMS and internet access services.
August 2004: VODAFONEison-Essar formally notified its intention to
list its Indian operations and all of its 2G businesses.
July 2004: The operator launched EDGE services and began talks with
TV channels over content streaming
July 2004: VODAFONEison-Essar launched services in Punjab
March 2007 : It 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 now has operations in 16 circles accounting for 70% of India's mobile

customer base.

57

The challenges ahead

VODAFONEison Essar's ARPUs have fallen slightly, from Rs 490 in the
April-June quarter to Rs 487 in the July-September quarter. And the
ARPUs of rivals like Bharti Televentures are picking up.
In markets like Delhi, the revenues of rivals have grown faster than those
of VODAFONEison. Delhi accounts for over 21 per cent of
VODAFONEison Essar''s total revenues
It does not have a pan Indian presence and is missing from lucrative
markets like Maharashtra and Tamil Nadu. Its value added services
advantage is becoming smaller as others have launched numerous
services.
On 11 February 2007 Vodafone agreed to acquire a controlling interest of 67%
in VODAFONE-Essar for US$11.1 billion, pipping Anil Ambani group's
Vodafone Communications, Hinduja Group, and Essar Group, owner of the
remainder. VODAFONE is India's fourth largest mobile provider. The company
has offered to buy Essar's stake on the same terms.
Todays consumers do not want to hear the virtues of a brand, they are
interested in specifics and thats what our campaigns always do.

Talk @ 20 p/min with Vodafone Friends Circle

58

Now talk @ 20 p/min with Vodafone Friends circle. You can add a maximum of 5 numbers to your
friends circle.
To know more, sms FRIENDS to 144 (toll free).
Charges:
Monthly rental - Rs 15 per number

59

LITERATURE REVIEW
The literature review is mainly consisting of a the advertisement strategies of Vodafone,
the p r e v i o u s s t u d i e s t h a t h a s b e e n c o n d u c t e d f o r Vod a f o n e a n d t h e
s t u d i e s c o n d u c t e d o n t h e advertisement strategies of any other company.
Advertisement of Vodafone
16
INC, Meerut

After successfully rebranding 'Hutch' as 'Vodafone', Vodafone Essar started expanding its
presence in India. Then almost all media channels to advertise its services. It not only
advertised on television, but also in newspapers, the radio, and on hoardings
across the country.
The Making of ZooZoos Campaign
In November 2008, Vodafone Essar decided to launch an advertising campaign to
communicate the VAS offered by the company. The company planned to air the ads
during IPL-Season 2. It was decided that O&M India, the advertising agency
creating campaigns for Vodafone Essar, would create separate ads for each service.
During IPL-Season 2, a different ad would be showneach day, to attract the viewers' interest.

The Launch
On April 20, 2009, Vodafone Essar launched the ZooZoos advertising campaign.
During theI P L - S e a s o n 2 , a t o t a l o f 3 0 d i f f e r e n t T V C s i n c l u d i n g C r i c k e t
A l e r t s , B e a u t y Al e r t s , P h o n e Backup, Chhota Credit, Vodafone Maps, Vodafone Call
Filter, Live Games, Musical Greetings,etc. were aired.
60

17
INC, Meerut

The Response
Despite the high brand recall that this advertising campaign ensured for Vodafone Essar, not
everyone wasimpressed by the company's ad strategy. Some analysts were doubtful about
whether the ads would attract people living in the semi-urban and rural areas of India. They
also wondered whether the popularity of theZooZoos advertising campaign would
actually help the company increase its revenues. In April 2009, as the TVCs started
being aired on television, they created the necessary buzz both in traditional as well as
insocial networking sites like Facebook, and Twitter and video sharing website, YouTube.All
the TVCs were available both on YouTube and Twitter. For the week ended April 25,
2009,o n e a d o n f a s h i o n t i p s w a s v i e w e d 1 3 , 0 0 0 t i m e s o n You Tu b e . O n
G o o g l e . c o . i n , t h e w o r d 'ZooZoo,' became the third highest search word on May 04,
2009.

RESEARCH METHODOLOGY

61

Research methodology is a systematic way. Which consists of series

of section or step necessary to effectively carry out research and the
desired sequencing of these steps the marketing research is a process
of involves a number of inter related activates which overlap and do
rigidly follow a particular sequence. It consists of the following step.
1. Formulating the objective of the study.
2. Designing the method of data collection.
3. Selecting the sample plan.
4. Collecting the data.
5. Processing and analyzing the data.
6. Reporting the finding,

Meaning of research
Research in common parlance refers to a search for knowledge. One can
also define research as a scientific and systematic search for pertinent
information as a specific topic. In fact, research is an are of scientific
investigation. The Advanced Learners Dictionary of Current English
lays down the meaning of research as a careful investigation or inquiry
specially through search for new facts in any branch of knowledge.
62

Redman

and

Mory

define

research

as

systematized effort to gain new knowledge. Some people consider

research as movement, a movement from the known to the unknown. It
is actually a voyage of discovery. We all possess the vital instinct of
inquisitiveness makes us probe and attain full and fuller understanding
of the unknown. This inquisitiveness is the mother of all knowledge and
the method, which man employs for obtaining the knowledge of
whatever the unknown, can be termed as research.
Research is an academic activity and as such the term should be used in a
technical sense. According to Clifford Woody research comprises defining and
redefining problems, formulating hypothesis or suggested solutions; collecting,
organizing and evaluating data; making deductions and reaching conclusions;
and at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis. D. Slesinger and M Stephenson in the encyclopedia of
Social Sciences define research as the manipulation of things, concepts or
symbols for the purpose of generalizing to extend, correct or verify knowledge,
whether that knowledge aids in construction of theory or in the practice of an
art Research is , thus, an original contribution to the existing stock of
knowledge making for its advancement. It is pursuit of truth with the help of
study, observation , comparison

and experiment. In short, the search for

knowledge through objective and systematic method of finding solution to a

63

problem is research. The systematic approach concerning generalization and the

formulation of a theory is also research. As such the term research refers to the
systematic method consisting of enunciating the facts and reaching certain
conclusions either in the from of solutions(s) towards the concerned problem or
in certain generalizations for some theoretical formulation.
Research Approach
The research approach for the purpose was secondary research to collect
the information on the subject.

64

Research Instrument
I used direct observation, customer data & survey as research
instrument.
Research Design
In this project use exploratory research design and for data
collection fill-up the questionnaires from the customer of mobile,
survey of the market and some information collect by interview of the
users of the cellular at Meerut.
SAMPLING:
I used Random Sampling because from a finite population refer to that
method of sample selection which gives each of possible sample of
combination an equal probability of being picked up and each item
in the entire population to have an equal chance of being included in the
sample.
Sample Design:

A sample design is a definite plan for obtaining a sample from a

given population.

65

Sample design may as well lay down the number of items to be

included in the sample is the size of the sample,

i) Type of Universe

The first step in developing any sample design is to clearly define the

set of objects, technically called the universe to be studied. The

universe is infinite as the number of customer is unlimited.

ii) Sampling Unit:

The study to be taken on the suppliers and consumer of mobile

connection.

(iii) Size of the samples

66

As the universe is infinite so the number of consumers will be

limited. Hence sample size is of 50 consumers belong to various

levels of society.

67

STEPS IN SAMPLING

Define the Universe

Select the sample frame

Specify the sampling units

Select the sample design / methods

Determine the sample size

Specify the sampling plan

Select the sample

Area of Research
Meerut region
Sources of Data:
Research Data

68

Data is the key activity of marketing research. The design of the data
collecting method is backbone of research design. Data constitute the
foundation of statistical analysis and interpretation. Hence the first
step in statistical work is to obtain data. Data can be obtained from
two important sources, namely:
1.

Primary Data

2.

Secondary Data

69

Primary Data :
Primary Data

are gathered for the specific purpose or for a specific

research project, consist of original information for the fulfilment of project

objective.
When the data are required for the particular study can be found neither in
the internal record of the enterprises nor in published sources. In some
cases it may become necessary to collect original data.
Primary Data can be collected in four ways:1. Observation
2. Focus
3. Survey
4. Expevodafoneent
Secondary data:
Secondary data are the data, which already exists somewhere. Secondary
data provide starting point for research and after that the advantage of low
cost and ready availability. Secondary data can be divided into two types:
1. Internal data
2. External data

70

When researcher uses the data that has already been collected by other
data are called secondary data. Secondary data can be obtained from
journals i.e. internal sources report, government publication and books,
professional bodies etc.
Internal data are reports and memos generated within an organisation to
facilitate its operations. External data are those specially produce for
outside consumption.
Sources from which I have taken the secondary data are as under:
1. Direct observation
2. Airtel website
3. Books for marketing management
4. Surveys and customer data & report

71

72

Sales of May and June 2008 in Meerut

The data shows that the total sample size of 50 retailer taken for research
the sale of vodafone postpaid in the month of May is 300 connection
which has increased by 174 connection in the month of June.

73

1. WHICH KIND OF PHONE YOU WOULD SELL?

Source of Primary Data data: 50
TECHNOLOGY

RETAILERS

Fixed wireless phone

GSM

12

GSM

30

74

INTERPRETATION
60% retailers sale GSM mobile phones in their shop.
24% retailers sale GSM in their shop
16% retailers sale fixed wireless phone in their shop.

75

2. WHICH TYPE OF CONNECTION YOU SELL PREPAID OR POST

PAID?
Connection

Market share

Prepaid

30

Postpaid

20

Out of 50 retailers:INTERPRETATION
76

 60% retailers told that prepaid is most demanded by the customer.

40% retailers told that postpaid is demanded by the customers.

77

3. Which company Post paid connection you sell?

Out of 50 retailers:Connection

Market share

Vodafone

15

Tata Docomo

10

Idea

Airtel

20

Interpretation:

15 retailers sell VODAFONE connection

10 sell TATA DOCOMO connection,
5 sell IDEA connection.
20 sell AIRTEL connection.

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4. Which companys GSM mobile phones you sell?

Interpretation:Connection

Market share

VODAFONE

15

Tata Docomo

10

According to 50 retailers the daily sale of GSM phones are on

average 10 sets of TATA DOCOMO and 15 sets of vodafone,

79

5. Customer preferred which companys GSM connection?

Source of Primary Data Data:
Connection

Market share

VODAFONE

70

Tata Docomo

30

According to 50 retailers the costumer demands 70% GSM phones of

VODAFONE and rest 30% demands for TATA DOCOMO.

80

6. Do you believe that one of the challenges facing advertising strategy is the diversity of
the consumer mind?
Yes

80%

20%

No

20%

80%

Interpretation:-

80% of respondents and 20% of not respondents into consumer mind through
advertising strategy.

7. Sales of May and June 2014 in Meerut

81

The data shows that the total sample size of 50 retailer taken for research the sale of
vodafone postpaid in the month of May is 300 connection which has increased by 174
connection in the month of June.

82

Occupation Graph

OCCUPATION
10%

15%

20%

55%
STUDENTS

EXECUTIVES

HOUSEHOLDS

OTHERS

As the above graph shows that 55% of the total people interviewed are working. So, these
people are the ones who are the maximum users of mobile phones. They are the young
executives, managers, Tele - callers etc. who require mobile for their official purposes. The
next category is the households, who are either housewife, small units which operate from
their homes etc. They are 20% of the whole. The next segment is the students. They are 15%
of the whole. And 10% of the whole is categories who are the professionals.

83

Service Provider Graph

These are the total market share of mobile user or people captured by the mobile provider
company. There two major company in mobile phone service sector Vodafone and Airtel who
respectively hold the market share with other company as 17% and 20% of total market user
segment of mobile customer.

84

Customer Service At Vodafone Graph

CUSTOMER SATISFACTION LEVEL

10%

20%

10%
60%
FULLY

PARTIALLY

DISSATISFIED

FULLY DISSATISFIED

As the above graph clearly shows that customer services at Vodafone seems poor. 60% of the
people are dissatisfied with the customer services provided by Vodafone. They are the ones
who have the maximum share in the market but they are lagging behind in the customer
services. 10% of the people were fully dissatisfied with the customer services of Vodafone.
This could leave an impact on the mind of the consumer. He can even switch over his brand.
20% of the people seemed partially satisfied with the customer services and only 10% seem
to be fully satisfied with Vodafone customer services, which is a very small amount.

85

Type Of Card Graph

Cash cards seemed quite popular among the people interviewed. 85% of the total mobile users were
having cash card connections. This means that the cash cards should be easily and readily available in
the local markets. Vodafone should make sure that Magic is available in each and every nook and
corner of the market. 15% of the people were having sim connections which is the regular bill.

86

Monthly expense graph

People on an average spend RS 500 per month as their mobile phone expense. 64% people
Monthly Expense

12%

24%

Rs 600
Rs 450
Rs 200

64%

spend this amount. 24% people spend RS 300 per month as their monthly mobile expense.
And the remaining 12% had an expense more than RS 1000, they could the ones having sim
connections or having cash cards and having a lot of business calls on their mobiles.

87

FINDINGS
1.

Vodafone Is Leader In GSM Mobile Market.

2.

Vodafone GSM is Main Competitor Of TATA DOCOMO In EAST

CLUSTER.

3.

Vodafone GSM Are Cheaper In Price.

4.

VODAFONE Give More Facility Competition Of TATA Docomo To The

Customer.

5.

VODAFONE Is More Popular In GSM Phone Compression Tata

Docomo.

6.

The data shows that the total sample size of 50 retailer taken for research
the sale of vodafone postpaid in the month of May is 300 connection
which has increased by 174 connection in the month of June.

7.

60% retailers sale GSM mobile phones in their shop. 24% retailers sale
GSM in their shop. 16% retailers sale fixed wireless phone in their shop.

8.

60% retailers told that prepaid is most demanded by the customer. 40%
retailers told that postpaid is demanded by the customers.

9.

15 retailers sell VODAFONE connection. 10 sell TATA DOCOMO

connection, 5 sell IDEA connection. 20 sell AIRTEL connection.

10.

The daily sale of CDMA phones are on average 10 sets of TATA

DOCOMO and 15 sets of vodafone.

11.

The costumer demands 70% GSM phones of VODAFONE and rest 30%
demands for TATA DOCOMO.
88

12.

The VODAFONE has No. 1 rank in providing cheaper call rate then rest
of the company.

13.

17 retailers told that TATA Docomo have better scheme and 19 retailers
told that vodafone have better scheme and 8 retailers told that Airtel has
better scheme and rest 7 retailers told that Idea has better scheme.

14.

70% retailers sale between 0-50 connection in month 20% retailers sale
between 50-100 connection in month and rest 10% retailers sale above
100 connection.

15.

Vodafone give maximum margin which is 550 on a connection and Rest

provides tata Docomo 250, Idea 400 and Airtel gives 300 profit margins
on every connection.

16.

The Airtel has No. 1 rank in providing customer care service then rest of
the company.

17.

The 20 retailers told that vodafone is purchased by the customer for

better network and 12 retailers told that vodafone is purchased by
customer for scheme and facility and rest are sold by customer by the
advertisement of the company.

89

90

CONCLUSION

This management thesis has been done for the company Vodafone Meerut for
understanding

the e f f e c t i v e n e s s

of

their

advertisements

for

the

p e o p l e o f Meerut. T h e s t u d y p r o v e d t h a t t h e advertisement has got

relevant effectiveness to the people of Meerut while they try for a new mobile
connection.The customers of Vodafone are happy with the services of the
company and they suggest theadvertisements of Vodafone should be more
interactive and funny like the one that has been done by them during the IPL
Session 2. The customers say that the people who are not usuallyw a t c h i n g
television came to know about the advertisement and they say
t h a t t h i s w a s t h e effectiveness of that advertisement.

91

LIMITATION

92

Limitations of the study:

1. The primary data collected is strictly to Meerut.
2. Some of the respondents did not show much interested in filling the
questionnaire. They filled the questionnaire just for the sake of filling
it.
3. Secondary data is limited only to news, media, internet, annual report
of the company.
4. Respondent have not interest to give correct information.

93

94

RECOMMENDATION
If Possible, Pricing Should Be Reviewed With Many Consumers
Citing It As A Negative Factor.
Nokia GSM Being Viewed As A Premium Product Could Come Up
With A Lower Price.
More Schemes Should Be Introduced To Attract Non Users.
Advertising Standards Should Be Maintained If Possible Improved As
Advertisement Has Contributed Immensely To The Awareness Level
And Usage Of The Nokia GSM.
Company Gave A Special Offer On The Festival. To Maintain Good
Relationship With Retailers On Time Payment Of Incentives And
Commissions Should Be Ensured.
Tariff Plans Should Be Easy To Explain So The Retailer Can
Understand It Easily And Can Communicate It To Consumer In
Shorter Time Period.

95

SUGGESTIONS
The suggestions made as per the study and observations of the survey. The
scope of the study is a however limited.
1. Choose effective Media T.V. advertisement is the most influencing
medium. So the unpopular brand manufacturer should adopt this to
advertisement in the market. Other than T.V. medium, other media
such as friends, family member have weighted influence in making
purchase decision.
2. Proper retailer relationship During the analysis we find that
respondents advice to purchase GSM hand sets depend directly on the
advise of the retailer So the retailers would persuade them to make
positive attitude. Marketers should contact directly.
3. Brand promotion If we see overall analysis, the customer while
going to the market goes to buy a mobile generally the are not aware
about GSM or GSM. Vodafone as a brand should be promoted so that
some fear about the existence before purchasing the brand is removed
from the customers mind. This type of fear can be abolished by such
type promotional activities.

96

4. Scheme Awareness Company has to provide all details related to

promotion, company scheme and discount to the retailers on time so
that they can produce the desired result within the stipulated time.
5. New Products Ensure that the company is innovative and
introduces new products to meet new customers needs and the
changing trends of the market now days handset market has become
highly dynamic and mobile phones are becoming more of status
symbol not just a means to communicate.
6. Availability of the product the product should be easily available
in the market as soon as it is launched because in the product life cycle
the demand of a product is maximum at the time of its launching.

97

98

BIBLIOGRAPHY
Beri G.C., Marketing Research, Tata McGraw Hill Publishing
Co. LTD., New Delhi, Third Edition (2002)
Saxana Rajan, Marketing Management, Tata McGraw Hill
Publishing Co. LTD, New Delhi, Second Edition (2001)
Saxena R.S., Marketing Management, Himalaya Publication,
New Delhi, Ninth Edition (2000)
Kotlar Philip, Marketing Management, Pren Tice-hall of India
PVT. LTD., New Delhi, Ninth Edition (2002)
Bhandari, Research Methodology, Print 2004, Second edition

www.vodafoneinfocomm.com
www.google.com
www.vodafoneindia.com
www.ultavista.com

99

100

RETAILERS QUESTIONNAIRE
Retailer's name-..
Shop Address--..
Tel no.-
Total sales of a month________________________________________
1. Which kind of phone you would sell?
{a}Fixed wireless phone [

] {b} GSM [

] {c} GSM

2) Which company connection you have?

{a} TATA

{c}AIRTEL [

{b}VODAFONE
{d}IDEA

3) Which type of connection you sell prepaid or postpaid

{a}Prepaid [ ] {b} Postpaid

4) Which company Post paid connection you sell?

{a}VODAFONE
(c) Airtel

(d) Idea

101

{b} Tata Docomo [

[

]
]

5) Which GSM handset is most like by the customer?

{a} Nokia

{b}LG

{c}Samsung

{d}Other

6) Which companys GSM mobile phones you sell?

{a} VODAFONE

] {b } Tata Docomo

7) Which company provides call rate with cheaper price?

{a} VODAFONE

{b } Tata Docomo [

(c) Airtel

(d) Idea

8) Which company provides better schemes?

{a} VODAFONE

{b } Tata Docomo [

(c) Airtel

(d) Idea

9) Which company connection has maximum Sales?

{a} VODAFONE

{b } Tata Docomo [

(c) Airtel

(d) Idea

10) How many connection you sale in a month with VODAFONE?

102

{a} 0-50

{c} More than 100

{b} 50-100

11. Which postpaid connection gives more profit margin

{a} VODAFONE

{b } Tata Docomo [

(c) Airtel

(d) Idea

Which company provide better customer care service

{a} VODAFONE

{b } Tata Docomo [

(c) Airtel

(d) Idea

13) Why do Customers purchase VODAFONE?

a) Network

b) Schemes

c) Facilities

d) Advertisement

Retailers Feedback for Company use

VODAFONE
Retail scheme for top retailers
Dear Mr.

103

We are pleased to announce the vodafone postpaid retailer scheme for the
month of July 2014.
Your target for the scheme period is ______________ OTAFs as agreed by
you.
Scheme details:
Scheme period On OTAFs from 1st to 31st July 2014.
Scheme requirements:

1RIC banner in display.

3 RIC poster in display.

Rewards slabs:

Slab

104

OTAFs

Reward

700.00

Note:- the incentive will be paid on the otafed (activated) in july 2014 and
subject to address verification positive.
All you have to do is complete your target and get your gift cheque from
vodafone.
Last months post paid performance.
MSP

Airtel

Hutch

Idea Tata

Nos.
Nos.

105

Mtnl

Total