Vodafone - Customer Marketing Experience Report - Academic Assignment - Top Grade Papers

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1/12/2010
VODAFONE
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| GRBSOL Ltd.; HurraH Business
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MARKETING EXPERIENCE OF CUSTOMER
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Table of Contents
1. 2. Introduction ........................................................................................................................ 3 Marketing Analysis ............................................................................................................ 3 2.1 Marketing Mix............................................................................................................. 3 Product ................................................................................................................. 4 Place: .................................................................................................................... 4 Price: .................................................................................................................... 4
2.1.1 2.1.2 2.1.3 2.1.4 3.
Promotion:............................................................................................................ 5
Findings.............................................................................................................................. 6
3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13
Vodafone Preferences by Customers .......................................................................... 7 Vodafone Preference Satisfaction by customers. ........................................................ 8 Vodafone Subscribers ratio ........................................................................................ 9 Time period to susbcribe ............................................................................................. 9 Advertisement ........................................................................................................... 10 Customer Care call ratio by subscribers .................................................................... 11 Purpose for Calling Customer Care .......................................................................... 11 Call frequency to Customer Care .............................................................................. 12 SMS/Call Advertisement Frequency ..................................................................... 13 Current Call Price Plan Satisfaction ...................................................................... 13 SMS/Call Advertisement Response....................................................................... 14 Reason for not subscribing Vodafone Services ..................................................... 15 Shift from Vodafone to other service provider ...................................................... 15
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4. 5. 5.1 5.2 5.3 5.4 6.
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3.14 3.15
Demographics ........................................................................................................ 16
3.15.1 Age Group .......................................................................................................... 16 3.15.2 Occupation of Respondents ............................................................................... 17 3.15.3 Respondents Gender Ratio ................................................................................. 17 Conclusion ....................................................................................................................... 18 Appendix .......................................................................................................................... 19 Survey Questionnaire ................................................................................................ 19 Vodafone Logo .......................................................................................................... 24 Vodafone Print media Ads ........................................................................................ 29 Vodafone TV Ads ..................................................................................................... 31 2
References ........................................................................................................................ 32
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3.1
Vodafone as a First Mobile Service. ........................................................................... 6
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1. Introduction
Vodafone group plc is a British based multinational mobile service provider. Its headquarters are in Newbury, Berkshire, United Kingdom. Based on revenue Vodafone is the worlds largest mobile telecommunication company. In November 2009, its market value
partners in 40 countries (WikiPedia). As of 2009 Vodafone is the second largest Mobile phone operator after China Mobile, based on the subscribers. Vodafone has about 427 Million subscribers, spread over in 31 different markets in 5 continents. (Parsad)
administration structure. From 2008-09 it generated 4.9 Billion revenue from its 18.7 million subscribers in 2008-09. Company has hired 79,000 employees. This makes the Vodafone decline to 3rd largest service provider (Vodafone). Vodafone is listed in (LSE1: VOD2, NASDAQ3: VOD).
Vodafone name is derived from voice data fone this shows the services that the company provides to its customers which are data and voice over the phone. (WikiPedia)
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2. Marketing Analysis
(Parsad).
Vodafone is known for its marketing. Its ads are in the top three ads from telecom industry. It retains the name and brand of the company in the market where it is essential. To promote its image Vodafone has used sport stars like David Bekham and Michael Shumacher
2.1 Marketing Mix
A longer term marketing strategy is created using careful planning and successful marketing mix. The marketing mix is the combination of many forces that are represented by four Ps Product : Includes the features and benefits of the product or service of the company Place: Where the good and service can be bought. Price: The cost of a good or service by the company.
London Stock Exchange, www.londonstockexchange.com Vodafone Trading Symbol. http://uk.finance.yahoo.com/q?s=VOD 3 National Association of Securities Dealers Automated Quotations, www.nasdaq.com
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Vodafones previous years performance declined due to its abrupt changes in its
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estimated was 71.2 Billion. Vodafone is currently operating in 31 countries and has network
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Postpaid plans are also available Vodafone has various reward points for the subscribers to earn balance.
2.1.4 Promotion: Vodafone has an icon working strategy, to communicate its values to the customers. Such as David Bekham.
Its above the line promotional strategies, of publishing ads in print media, magazines, TV ads, Bill boards spreads the message to the target audience effectively. awareness that came across it, such as posters, banners etc Vodafone stores also contain the advertisement material available for the customers
Vodafone has incorporated its brand image in its stores, products and the people (employee) who represents Vodafone.
releases to national newspapers and magazines to explain new products and ideas.
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Vodafone also actively participate in building good public relations by sending press
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3. Findings.
The survey is conducted to find out the marketing and service affect of the customers. Our target respondents were the people who subscribed to Vodafone services. The sample of 50 was taken using the convenient sampling. The sampling method was CAPI (Computer Aided respondents using Google Forms4. We have randomly place the link on different blogs, forums and online discussion portals, related to mobile communication and
telecommunication industry. The results of the findings are analyzed and are discussed
3.1 Vodafone as a First Mobile Service.
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is their first mobile phone service.
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The above graph shows the response surveyed individuals gave when asked if Vodafone was their first mobile service. Out of the total individuals surveyed, 90% said that Vodafone is not their first mobile phone service; only 10% of the participants in the survey said that Vodafone
Google Docs/Forms. www.docs.google.com
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Yes 10% No 90%
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below.
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personal Interviews). We have developed the questionnaire and send it to our desire target
3.2 Vodafone Preferences by Customers

9 7 5 7
1 Internet International Roaming Service Quality Price Plans Value Added Services
Customer Care
SMS/MMS
The above graph shows the response of survey participants to where attributes that motivates them to switch to Vodafone. The bar chart shows that the attribute that motivates people the most to switch to Vodafone is Price Plans. The second most attractive attributes that motivates people to switch to Vodafone are Service Quality and Value Added Services.
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The third most attractive attributes that motivates people to switch to Vodafone are International Roaming, SMS/MMS, Variety of Products and Others. The fourth and least attractive attributes for customers in Vodafone are Internet and Customer Care. It can be inferred from this bar chart that customers find price plans as the most compelling reason to switch to Vodafone followed by service quality & value added services.
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Variety of Products
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Other
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1
3.3 Vodafone Preference Satisfaction by customers.

Excellent Very Good Fairly Good Average Poor
20
14 12 11 10 6666 3 11 9
15 12 88
15 13 12 10 7
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55 4 3 Value Added Services Customer Care SMS/MMS
6 2
1 International Roaming Service Quality Price Plans
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Internet
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The above chart measures the satisfaction level of survey participants against various attributes of GSM service providers. Only 2 individuals said that the price plan was excellent; 6 said it is very good; 14 said it is fairly good; 11 said it is average; and 12 said it is poor. 10 respondents said that the service quality is excellent; 6 said it is very good; 6 said it is fairly good; 6 said it is average; and 6 said it is poor. 3 respondents said that the international roaming is excellent; 11 said it is very good; 9 said it is fairly good; 15 said it is average; and 7 said it is poor. 1 respondent said that the internet is excellent; 12 said it is very good; 8 said it is fairly good; 8 said it is average; and 15 said it is poor. 5 respondents said that the value added services is excellent; 5 said it is very good; 10 said it is fairly good; 13 said it is average; and 12 said it is poor. 4 respondents said that the customer care is excellent; 11 said it is very good; 10 said it is fairly good; 10 said it is average; and 9 said it is poor. 3 respondents said that the SMS/MMS is excellent; 8 said it is very good; 12 said it is fairly good; 14 said it is average; and 8 said it is poor. 20 respondents said that the variety of products is excellent; 7 said it is very good; 16 said it is fairly good; 3 said it is average. 8
Variety of Products
Other
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16 14 1111 10 12 1111 9 8 8 7 3 0 8 7 8
respondents said that the others are excellent; 11 said they are very good; 11 said they are fairly good; 7 said they are average; and 8 said they are poor.
3.4 Vodafone Subscribers ratio
The above graph presents the response of survey participants to the type of connection used. The pie chart shows that 46% of the survey participants said that they use post paid connection and 54% of the survey participants said that they use pre-paid connection. It is evident from the chart that Vodafones pre-paid customers exceed its post-paid customers by
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3.5 Time period to susbcribe

30 25 20 15 10 7 5 0 Less than 1 month
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28 7 2-6 months 6-12 months
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8 More than a year
Post Paid 46%
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PrePay 54%
The above chart shows the number of surveyed individuals against the duration for which they have been using Vodafone. Out of the 50 individuals surveyed, 28 stated that they have been for using Vodafone for a period of 6-12 months; 8 stated that they have been using Vodafone for more than a year; 7 stated that they have been using Vodafone for less than a month; and 7 stated that they have been using Vodafone for a period of 2-6 months. It is apparent that more than half of individuals surveyed are relatively new customers of Vodafone i.e., been using Vodafone for a period of 6-12 months.
3.6 Advertisement
18 16 14 14 12 10 8 6 4 2 0
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TV Ads
Hoardings Print Media
The above chart shows how most of the surveyed individuals seek information about Vodafone. Out of the 50 people surveyed, 17 maximum number of participants reported that they use Internet as a source to find information about Vodafone. TV Ads follow Internet as 14 respondents said that they get information about Vodafone from TV Ads. Mouth Publicity ranks third in the sources used to obtain information about Vodafone; 8 respondents said that they garnered information about Vodafone from Mouth Publicity. Hoardings rank fourth as 7 respondents said that they look up to hoardings to find out about Vodafone. Print Media ranks fifth and the last preferred source that is used to get information about Vodafone; only 4 respondents said that they use print media. The bar chart shows that Internet manifests itself as the most preferred source of getting information about Vodafone and it should be used extensively to reach out to customers. 10
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17 8 Internet Mouth Publicity
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3.7 Customer Care call ratio by subscribers
10%
The above chart shows the percentage number of people who call customer care as opposed to those who dont. 90% of the respondents 45 in number out of 50 said that they call customer care of Vodafone and only 5% 5 in number out of 50 said that they dont call customer care. A very high number of customers call customer care so customer care service
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4 Value added services
should be topnotch.
3.8 Purpose for Calling Customer Care
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Infromation Other Queries Complains Regarding New Promotions
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90% 20
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The above chart shows the purposes for which customers of Vodafone call customer service and the number of responses against each purpose. Complains stand out as the reason with maximum number of responses; 20 out of the 45 respondents said that they call customer service for complains. Information regarding new promotions is the second favorite reason why customers call customer care 14 out of 45. Other queries stand at the third position and 7 respondents said that they call customers for other queries. The last reason why customers call customer service is to get information about value added services 4 out of 45.
3.9 Call frequency to Customer Care

25
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5 1 0 Daily
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20 16 15 10 5 Once in a week Once in a month Occasionaly
The above chart shows the frequency with which customers call customer care. Half of the respondents said that they call customer care occasionally 23 out of 45. A little more than one-third of the respondents said that they call customer care once in a month 16 out of 45. A little more than one-tenth of the respondents said that they call customer care once in a week 5 out of 45. Only 1 respondent said that he/she calls customer care on daily basis.
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3.10 SMS/Call Advertisement Frequency

30 28
25
20
15 12 10
The above chart shows the responses of survey respondents when inquired if their family members, friends or colleagues are also on the network of Vodafone. More than half of the respondents, 28 out of 50, said that a few of people in their entourage are on Vodafone. Almost a quarter of the respondents said that a lot of people in their entourage are on
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Vodafone 10 out of 50.
25 20 15 11 10 5 0 Very Economical
Vodafone 12 out of 50. One-fifth of the respondents said that no one in their entourage uses
3.11 Current Call Price Plan Satisfaction
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Yes, a lot of them A few of them 20 4 Cheap Normal
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No one uses it 15 Expensive
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The above chart states some adjectives describing current call tariff on X-axis and then present customers perception of it. One fifth of the respondents said that they find their current call tariff as cheap 20 out of 50. Thirty percent of the respondents said that they find their current call tariff as expensive 15 out of 50. Twenty two percent of the respondents said that they find their current call tariff as very economical 11 out of 50. Eight percent of the respondents said that they find their current call tariff as normal 4 out of 50.
3.12 SMS/Call Advertisement Response

40 35 30 25 20 15 10 5 0 36
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dont receive any unwanted SMSs.
The above chart shows the responses of surveyed individuals when questioned whether they receive unwanted SMSs or not and if they do, they do they mind or not. 36 individuals out of 50 said that they receive unwanted SMSs and they dont mind. 9 individuals out of 50 said that they receive unwanted SMSs and they do mind. 5 out of 50 respondents said that they
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9 5 No
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yes, I don't Yes, I do mind mind
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3.13 Reason for not subscribing Vodafone Services

20 18 16 14 10 8 6 4 2 0 Lack of awareness High Prices 12 14 19 16
The above chart shows the reasons why consumers are not using Vodafone and responses
Vodafone because of High prices. The second ranking reason is poor services; 16 respondents said that they are not using Vodafone because of poor services. Lack of awareness is selected by 14 respondents as the reason because of which consumers are not using Vodafone. This graph indicates that consumers perceive Vodafone as a high-priced service and it is the biggest obstacle in Vodafones way of getting new customers.
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25 20 15 10 6 5 0 Yes
3.14 Shift from Vodafone to other service provider

22 22
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May be
against them. The maximum number of respondents, 19, said that they are not using
The above chart presents the participant response to question about changing Vodafone service. The respondents were asked if they are likely to change their Vodafone service in the 15
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Poor services No
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next 12 months or not. 22 respondents said that they will not change their Vodafone service in the next 12 months; 22 said that they may change their Vodafone service in the next 12 months; and 6 said that they will change their Vodafone service in the next 12 months.
3.15 Demographics
3.15.1 Age Group
18-20 20-25 25-35
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The above pie chart shows the age composition of the survey respondents. Maximum number of respondents, 30%, fell in the age group of 35-50. 26% of the respondents fell in the age group of 25-50; 18% in 18-20; 14% in 5+; and 12% in 20-25.
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12% 30% 26%
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14% 18%
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35-50 50+
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3.15.2 Occupation of Respondents

Student Job Holder Retiree Self Employed Unemployed Other
0% 6% 26%
26%
respondents were students; 26% were self employed; 26% were job holder; 16% were retiree; and 6% were unemployed.
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3.15.3 Respondents Gender Ratio
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The above chart shows the gender composition of the survey participants. Female constituted 52% of the respondents whereas males constituted 48% of the survey respondents.
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Male Female 48% 52%
The above chart shows the occupation composition of the survey participants. 26% of the
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16%
26%
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4. Conclusion
After analyzing the findings, we can say that this small sample size do depict the market glimpse of Vodafone. And their responses depicts that Vodafone should bring some of the changes in its pricing and promotions. Vodafone should starts giving more awareness through the internet and TV ads and should be targeting to the youth class for customer sustention and the unemployed or less spenders for the retention or to find the potential market. The major change requires is in the services, that Vodafone is offering, they should be customized
and as many of them gets annoyed with it. Vodafone also need to focus on the customer satisfaction as many of the subscribers may shift to other service providers and few will. Vodafone had losses in last few years, but is again increasing its revenue. Vodafone up to the mark advertisements have taken the lead role in the telecommunication industrys ads. Just a little customer satisfaction strategy should be developed using pricing, customized services, increases in variety or quality.
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accordingly to the need. Advertisement on calls and sms to the subscribers should be reduced
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5. Appendix
5.1 Survey Questionnaire
Electronic form of the Survey is same, with buttons for different questions and a link. It is a temporarily link, after the number of respondents requires fill the form, the link terminates and the results are generated. Developed sample questionnaire is as follows.
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Questionnaire Vodafone This questionnaire is to assess the service quality Vodafone is providing to its customers. We ensure you that all the information used in this survey will only be used for this project and will not publish or used anywhere else. In Demographic Questions all the questions are mandatory except the Contact and Name. All the questions from 1 to 15 are also mandatory. This questionnaire will take 3-6 minutes.
2. Is this your first mobile phone service? 1) Yes 2) No
(If No then proceed to question 3, else skip to question 5 ) 3. What is the most preferred reason that motivates you to switch to Vodafone? 1) Price Plans 2) Service Quality 3) International Roaming 4) Internet 5) Value Added Services 6) Customer Care 7) SMS / MMS 8) Variety of products 9) Other ___________ 4. Also how much satisfied are you with these preferences comparatively to other GSM service providers? (Rate out of 5. Where 5= best, 1 = worst) Excellent Very Good Fairly Good Average Poor
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Price Plans Service Quality International Roaming Internet Value Added Services Customer Care SMS/MMS Variety of Products Other_________
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1. Do you use Vodafone mobile service? 1) Yes 2) No (If Yes then please proceed to the question 2)
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5. Which of the following do you use of Vodafone? 1) Prepay 2) Postpaid 6. Since how long are you using Vodafone Services? 1) Less than 1 Month 2) 2-6 months 3) 6-12 months 4) More than a year
8. Do you call customer care? (If yes then answer question 9, 10 , else skip to 11) 1) Yes 2) No
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9. For what purpose do you call customer care? 1) Value added services 2) Information regarding new promotions 3) Other queries 4) Complains 10. How often do you call to customer care? 1) Daily 2) Once in a week 3) Once in a month 4) Occasionally
11. Do your family members, friends or colleagues also have the Vodafone? 1) Yes a lot of them have 2) A few of them have 3) No one uses it. 12. What do you think about the current Call Tariff you are using? 1) Very Economical 2) Cheap 3) Normal 21
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7. Where you get to know more about Vodafone? (Price plans, new services, etc) 1) TV Ads 2) Hoardings 3) Print Media ads, (Magazines, newspapers etc) 4) Internet 5) Mouth Publicity
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4) Expensive 13. Do you receive unwanted calls and SMS advertisements? If yes then do you mind it? 1) No 2) Yes, I Dont Mind 3) Yes, I Dont like them 14. Why are you not using Vodafone services? (Promotions, Call packages, free minutes etc) 1) Lack of awareness 2) High Prices 3) Poor Services 4) Poor Network 15. In coming 12 months are you going to change your Vodafone service? 1) Yes 2) May be 3) No
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Demographic Information 16. Please select your age range 1) 18-20 2) 20-25 3) 25-35 4) 35-50 5) 50+ 17. Please select your occupation 1) Student 2) Job Holder 3) Retiree 4) Self Employed 5) Unemployed 6) Other_____ 18. Your Gender 1) Male 2) Female 19. Your Name _____________________________
Thank you for providing us your valuable time to fill this Questionnaire.
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5.2 Tabulation
Data tabulation was done using the excel spread sheet. It was fast and convenient in processing the results.
Question #'s
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Questions 1-5
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5 Which of the following do you use of Vodafone? Value Added Services 3 4 5 5 4 5 2 4 5 3 2 3 Customer SMS/MMS Care 2 3 4 2 3 4 3 5 3 4 1 2 4 5 3 4 3 3 4 3 4 5 1 3 Variety of Other Products 3 3 3 3 3 3 3 3 2 2 2 1 1 3 4 5 3 3 3 5 3 5 4 4 1 2 1 1 1 1 1 1 1 1 2 2 4 5 4 5 5 6 2 2 5 5 2 5
Respondent no
Do you use Vodafone mobile phone service
Is this your first Mobile phone service?
What is the most proffered reason that motivates you to switch to Vodafone?
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1 2 3 4 5 6 7 8 9 10 11 12
1 1 1 1 1 1 1 1 1 1 1 1
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2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 2 2 3 5 7 7 7 1 5 5 4 5 4 5 3 3 3 2 5 4 4
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3 4 5 5 3 5 4 3 3 3 3 3 4 4 2 4 4 5 3 2 4 4 4 4
Also how much satisfied are you with these preferences comparatively to other GSM service providers?
Price Service International Internet Plans Quality Roaming
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13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
2 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2
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2 4 5 5 2 2 3 3 4 2 2 1 3 2 5 5 5 4 3 2 4 2 5 5 3 3 2 4 5 5 2 3 4 4 2 1 1 4 4 1 1 3 3 5 3 4 5 1 3 4 5 2 5 4 4 3 3 4 5 5 5 1 4 2 2 1 2 2 3 2 5 2 5 1 5 3 3 4 4 2 3
5 8 3 8 8 1 1 1 9 9 9 9 2 2 2 2 1 3 5 5 4 5 7 6 7 8
2 3 2 1 1 5 5 5 4 5 3 3 4 5 3 4 5 3 4 2 2 4 5 4 3 5
4 4 1 2 3 1 1 1 1 2 1 1 2 5 3 2 1 1 2 5 5 3 4 4 5 4
3 3 2 2 2 1 2 4 2 1 4 4 3 4 2 5 3 2 3 5 5 1 5 3 2 2
4 4 2 4 2 2 1 2 3 2 1 4 5 4 5 3 2 5 4 5 3 4 2 2 3 4
1 1 1 1 1 3 3 3 2 2 2 1 1 1 1 1 1 1 1 3 3 3 4 4 4 2
2 4 1 2 2 2 2 1 1 1 1 3 3 5 5 3 1 3 5 4 3 2 1 5 2 2
2 2 2 1 1 1 1 1 1 2 2 2 2 1 1 1 2 2 2 2 2 2 2 1 1 1 2 1 2 1 2
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Questions 6-18
6 7 8 9
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44 45 46 47 48 49 50
1 1 1 1 1 1 1
2 2 2 2 2 2 1
9 8 5 3 2 1
4 3 2 3 3 3
3 1 2 3 3 4
3 5 4 3 5 4
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5 3 3 4 5 4 4 3 3 5 5 5 4 5 4 2 3 4 13 14 15 Why are Are you you not going to SMS, Call using switch advertisement? Vodafone in 12 Services? months? 1 2 2 2 2 2 1 1 1 1 2 2 2 2 2 2 2 2
5 3 3 4 5 3
1 1 1 1 1 3 3
3 4 2 2 2 5
1 2 1 2 1 1 2
12
Demographics
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Since How long are you using Vodafone
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Where you get to know more about voda fone
How Do you Purpose often do call of calling you call customer customer customer care care? care?
Do your friends, family coleagues have Vodafone?
View about the current call tariff?
Age range
Occupation
Gender
3 3 3 3 2 3
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 2 2
1 2 3 3 3 3
2 2 2 2 2 2
1 1 1 1 4 4
1 1 1 1 2 2
1 1 1 1 1 1
1 1 1 1 1 1
26
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3 3 3 3 3 3 4 4 3 4 4 3 4 3 2 1 1 1 3 3 3 3 1 3 4 4 4 3 3 3 3
1 1 4 1 4 2 4 4 4 4 4 4 4 5 5 5 5 5 4 3 2 2 2 2 1 1 1 1 5 4 5
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 1 1 1 1 1 1 1 1
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2 2 2 2 2 2 2 4 4 4 4 4 4 4 4 4 4 3
3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 4 4
4 4 4 4 4 4 4 3
4 4 4 4 4 4 4 4
2 2 2 2 3 3 3 3 3 3 3 3 3 3 2 1 2 2 2 2 2 2 2 2 2 2 2 1 1 2 1
4 4 3 3 3 3 2 2 4 4 4 4 2 2 2 2 2 2 4 4 4 4 4 4 2 2 2 2 2 2 4
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2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 2 2 2 3 1 1 1 1 2 2 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 3 2 2 3 2 2 2 2 3 2 3 2 4 3 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 3 3 3 3 3 3 2 3 2 3 2 3 2
2 3 3 4 4 4 4 4 1 2 2 2 1 1 1 1 3 4 5 5 5 5 4 4 4 4 5 5 5 4 3
1 1 2 2 2 2 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 2 2 2 2 2 1 1 1 1 1
1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1
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ra
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3 3 3 3 3 2 2 2 2 2 1 1 1
4 4 4 4 4 3 3 3 2 1 2 5 4
1 1 1 1 1 1 1 1 1 1 1 1 1
3 3 3 3 3 4 4 4 2 2 2 2 2
4 4 4 4 4 4 4 4 4 4 4 4 4
2 2 2 2 2 1 1 1 1 1 1 1 1
2 2 2 2 2 2 1 1 1 1 1 1 1
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3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 3 1 1 1 1 1 1 1 1 1 1 3 3 3 3 3 3 3 3 3 3 3 3 3
3 3 3 3 4 4 4 3 3 3 3 3 4
2 2 2 2 3 3 3 4 4 4 5 5 5
1 1 1 1 1 2 2 2 2 2 2 2 2
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5.3 Vodafone Logo
5.4 Vodafone Print media Ads
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Ad 2 : Fly to work
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Ad 1 : Thumbnastic
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Ad 3 : Pager Vodafone
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Ad 4 : Beckham Ad
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5.5 Vodafone TV Ads
Snapshot 1 : Be the star
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Snapshot 2 ; Vodafone personification
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6. References
Parsad, R. (n.d.). Scribed Report. Retrieved 01 10, 2010, from Scribed: http://www.scribd.com/doc/17300339/Vodafone-Marketing-Mix Vodafone. (n.d.). Retrieved 01 10, 2010, from Vodafone: http://www.vodafone.com/working_nation/community_of_work/introduction.html WikiPedia. (n.d.). Retrieved 01 10, 2010, from Vodafone - Wiki: http://en.wikipedia.org/wiki/Vodafone Advertisement Images Google Search
http://www.joker-inc.com/images/beckham.jpg http://gastoncaba.com.ar/blog/vodafone.jpg
http://www.fonearena.com/blog/wp-content/uploads/2007/09/vodafone-2dpug.jpg http://www.newsandreviews.in/media/blogs/Home/zoozoo.gif http://hindimoviesong.net/Blog/wp-content/uploads/2009/06/vodafone-zoozoo-picture.jpg
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MARKETING EXPERIENCE OF CUSTOMER

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2.1.1 2.1.2 2.1.3 2.1.4 3.

Vodafone as a First Mobile Service. ........................................................................... 6

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2.1 Marketing Mix

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3.1 Vodafone as a First Mobile Service.

Google Docs/Forms. www.docs.google.com

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3.2 Vodafone Preferences by Customers

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3.3 Vodafone Preference Satisfaction by customers.

1 International Roaming Service Quality Price Plans

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3.4 Vodafone Subscribers ratio

3.5 Time period to susbcribe

Post Paid 46%

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Hoardings Print Media

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3.7 Customer Care call ratio by subscribers

3.8 Purpose for Calling Customer Care

Infromation Other Queries Complains Regarding New Promotions

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3.9 Call frequency to Customer Care

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3.10 SMS/Call Advertisement Frequency

3.11 Current Call Price Plan Satisfaction

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3.12 SMS/Call Advertisement Response

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3.13 Reason for not subscribing Vodafone Services

3.14 Shift from Vodafone to other service provider

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3.15.2 Occupation of Respondents

3.15.3 Respondents Gender Ratio

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5.1 Survey Questionnaire

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2. Is this your first mobile phone service? 1) Yes 2) No

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Do you use Vodafone mobile phone service

Is this your first Mobile phone service?

Price Service International Internet Plans Quality Roaming

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Since How long are you using Vodafone

Where you get to know more about voda fone

Do your friends, family coleagues have Vodafone?

View about the current call tariff?

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