Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
SUBMITTED BY :
GOURAV TRIVEDI
MBA SEM III (2014-2015)
ROLL NO. 13MMJXX612
UNDER THE GUIDANCE OF
MS. VISHAKHA SINGH
(Faculty)
SUMBITTED TO :
Faculty of Management
MAHARISHI ARVIND SCHOOL OF MANAGEMENT STUDIES,
JAIPUR
Affiliated to Rajasthan Technical University, Kota
DECLARATION
I Gourav Trivedi Student of MBA IInd year hereby declares that for the
purpose of Training Project Report I have conducted study on
Marketing Activities & Strategy of Vodafone for the partial
fulfillment of MBA degree. It is my original work.
Place:
Signature
Date:
PREFACE
A Professional Course like Business Management is to gain theoretical knowledge
and practical exposure knowledge to its application. A Survey report his offer to
student a change to work in the environment of the corporate world. Therefore we
have an opportunity to gain experience on practical aspects and theoretical
knowledge.
Survey Report is a necessary part of the fulfillment of the MBA Degree course. It
helps the student to gain knowledge about various aspects of interpreting practical
problem through application of concepts and techniques of management.
While unfolding this project report graducally & logically in simple language
emphasis made by conceptual understanding reasoning. A sincere effort has been
made to bring about the fact and it is hoped that this report meets the jury expectation
and the requirement.
ACKNOWLEDGEMENT
Place- Jaipur
Gourav Trivedi
.
CONTENTS
Sr.no.
Topic
Pg. No.
INTRODUCTION OF INDUSTRY
6-10
COMPANY PROFILE
11-23
24-27
SWOT ANALYSIS
28-31
RESEARCH METHODOLOGY
32-41
DATA ANALYSIS
42-54
FINDING
55-57
SUGGESTION
58-59
ANNEXURE
60-62
10
BIBLIOGRAPHY
63-64
Introduction:
The telecom network in India is the fifth largest network in the world meeting up with
global standards. Presently, the Indian telecom industry is currently slated to an
estimated contribution of nearly 1% to Indias GDP.
The Indian Telecommunications network with 110.01 million connections is the fifth
largest in the world and the second largest among the emerging economies of Asia.
Today, it is the fastest growing market in the world and represents unique
opportunities for U.S. companies in the stagnant global scenario. The total subscriber
base, which has grown by 40% in 2005, is expected to reach 250 million in 2007.
According to Broadband Policy 2004, Government of India aims at 9 million
broadband connections and 18 million internet connections by 2007. The wireless
subscriber base has jumped from 33.69 million in 2004 to 62.57 million in FY20042005. In the last 3 years, two out of every three new telephone subscribers were
wireless subscribers. Consequently, wireless now accounts for 54.6% of the total
telephone subscriber base, as compared to only 40% in 2003. Wireless subscriber
growth is expected to bypass 2.5 million new subscribers per month by 2007. The
wireless technologies currently in use are Global System for Mobile Communications
(GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and
5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities,
covering 2000 towns across the country.
Description
1851
First operational land lines were laid by the govt. near Calcutta(seat of
British Power)
1881
1883
1923
1932
Merger of ETC and IRT into the Indian Radio and Communication
Company(IRCC)
1947
1985
1986
1997
1999
2000
It seems that only companies with deep pockets can effectively compete as primary
operators mobile markets. Economies of scale, scope, and end-to-end presence in
long-distance as well as local telecom, are desirable.
There are, besides, new challenges. Operators have to find new growth drivers for the
wire line business. There are problems of getting broadband to take off, of technology
choice, of when to introduce new technologies, and of developing a viable business
model in an era of convergence.
The mobile tariffs in India have also become lowest in the world. A new mobile
connection can be activated with a monthly commitment of US$ 5 only. In 2005 alone
32 million handsets were sold in India. The data reveals the real potential for growth
of the Indian mobile market.
10
BSNL is a state owned telecom company which has GSM presence in almost every
cities and towns. BSNL has 27 million subscribers with a market share of 16%.
Vodafone
Vodafone is another emerging GSM provider in India with coverage in Kerala,
Mumbai, Delhi, Kolkata, Chennai, Gujarat, Andhra Pradesh, Karnataka and Punjab
with a total subscriber base of 27 million.
Tata Indicom
Tata Indicom is a main CDMA provider in India with 16 million subscribers all over
India. Tata Indicom has presence in almost every state and cities in India.
11
12
2.1) Introduction:
Vodafone is a mobile network operator headquartered in Berkshire, England, UK. It
is the largest mobile telecommunications network company in the world by turnover
13
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 2006 Vodafone had an estimated 260 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.
2.2) Mission:
Vodafone is primarily a user of technology rather than a developer of it, and this fact
is reflected in the emphasis of our work program on enabling new applications of
mobile communications, using new technology for new services, research for
improving operational efficiency and quality of our networks, and providing
technology vision and leadership that can contribute directly to business decisions.
2.3) Vision:
Our Vision is to be the worlds mobile communication leader enriching customers
lives, helping individuals, businesses and Communities be more connected in a
mobile world.
2.4) History:
In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two
UK cellular telephone network licenses. 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
14
Vodafones original logo used until the introduction of the speech mark logo in
1998.
15
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 resists 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. 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 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 Mobil-Vodafone etc.)
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
16
17
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 2006 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 2006 Vodafone announced
the completion of the sale of Vodafone Sweden to Telenor. On February 2006 the
Company closed its Birmingham Call Centre. In 1 February 2006 Oskar Vodafone
became
Vodafone Czech Republic, adopting the revised logo and on 22 February 2006 the
Company announced that it was extending its footprint to Bulgaria with the signing of
Partner Network Agreement with Mobiltel, which is part of mobilkom Austria group.
On 12 March 2006 former chief, Sir Christopher Gent, who was appointed the
honorary post Chairman for Life in 2003, quits following rumours of boardroom rifts.
In April 2006 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 2006 Vodafone Sweden changed its name to Telenor Sverige AB and ConnexVodafone became Vodafone Romania, also adopting the new logo. On 30 May 2006
Vodafone announced the 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 2006 the respected head of Vodafone
Europe, Bill Morrow, quit unexpectedly and on 25 August 2006 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
2006 Vodafone announced the first single brand partnership with Og Vodafone which
would operate under the name Vodafone Iceland and on 19 December 2006 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 2006 the Company completed
the acquisition of Aspective, an enterprise applications systems integrator in the UK,
18
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. 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. 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. 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 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.
19
2.5.1) Introduction:
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers
21 telecom circles in India. Despite the official name being Vodafone Essar, its
20
products are simply branded Vodafone. It offers both prepaid and postpaid GSM
cellular phone coverage throughout India and is especially strong in the major metros.
Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM
technology, offering voice and data services in 22 of the country's 23 licence areas.
2.5.2) Ownership:
Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian
nationals, 15%.
On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67%
held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance
Communications, Hinduja Group, and Essar Group, which is the owner of the
remaining 33%. The whole company was valued at USD 18.8 billion. The transaction
closed on May 8, 2007.
21
agreement with NTT DoCoMo to launch i-mode mobile Internet service in India
during 2007.
The company used to be named Hutchison Essar, reflecting the name of its previous
owner, Hutchison. However, the brand was marketed as Hutch. After getting the
necessary government approvals with regards to the acquisition of a majority by the
Vodafone Group, the company was rebranded as Vodafone Essar. The marketing
brand was officially changed to Vodafone on 20 September 2007.
On September 20, 2007 Hutch becomes Vodafone in one of the biggest brand
transition exercises in recent times.
Vodafone Essar is spending somewhere in the region of Rs 250 crores on this highprofile transition being unveiled today. Along with the transition, cheap cell phones
have been launched in the Indian market under the Vodafone brand. There are plans to
launch co-branded handsets sourced from global vendors as well.
A popular daily quoted a Vodafone Essar director as saying that "the objective is to
leverage Vodafone Group's global scale in bringing millions of low-cost handsets
from across-the-world into India."
While there is no revealing the prices of the low-cost Vodafone handsets, the industry
is abuzz that prices might start at Rs 666, undercutting Reliance Communications'
much-hyped 'Rang Barse' with cheap handsets beginning at Rs 777.
Meanwhile, Vodafone Essar sources said there would be no discounts or subsidized
handset offers -- rather handset-bundled schemes for customers.
Incidentally, China's ZTE, which is looking to set-up a manufacturing unit in the
country, is expected to provide several Vodafone handsets in India. Earlier this year,
Vodafone penned a global low-cost handset procurement deal with ZTE
23
Customer Satisfaction
24
3.1) Introduction:
Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four perspectives of a
Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy.
There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms.
Environment,
Inter-departmental
Teamwork,
Front
line
Service
Behaviors,
Commitment to the Customer and Innovation. These factors are emphasized for
continuous improvement and organizational change measurement and are most often
utilized to develop the architecture for satisfaction measurement as an integrated
model. Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988
provides the basis for the measurement of customer satisfaction with a service by
using the gap between the customer's expectation of performance and their perceived
experience of performance. This provides the measurer with a satisfaction "gap"
which is objective and quantitative in nature. Work done by Cronin and Taylor
propose the "confirmation/disconfirmation" theory of combining the "gap" described
by Parasuraman, Zeithaml and Berry as two different measures (perception and
expectation of performance) into a single measurement of performance according to
expectation. According to Garbrand, customer satisfaction equals perception of
performance divided by expectation of performance.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement
and in term of their perception and expectation of performance of the organization
being measured.
In the Perceived Quality indicator, Vodafone obtained a score of 8.3 points for overall
quality, way ahead of the scores of the other two operators (both obtained 7.7 points).
Vodafone comes top in all the indicators for perceived quality of network and
services: technical quality of the network (8.2 points); customer service and advice
capability (7.6 points); quality (8.2 points), diversity (8.0 points) and reliability (7.9
points) of products and services offered; clarity and transparency of information
supplied (7.8 points); network coverage (7.9 points) and clarity and transparency of
price plans (7.9 points).
Similarly, in the indicators measuring the Image of mobile operators, Vodafone comes
top in the five categories analyzed (on a scale of 1 to 10): 'It is a reliable company in
terms of what it says and what it does' (8.1 points); 'It is stable and well established in
the market' (8.8 points); 'It contributes positively to society' (7.5 points); 'It cares
about its customers' (7.6 points); and 'It is innovative and forward looking' (8.5
points).
The methodology used in the ECSI Portugal 2007 survey (ECSI European Customer
Satisfaction Index) is similar to that used by the European Commission to survey
customer satisfaction in 25 Member States, enabling comparisons to be made between
the results obtained in each country.
The ECSI Portugal 2007 Communications survey was carried out by the Higher
Institute of Statistics and Information Management at Lisbon's New University in
partnership with the Portuguese Quality Institute and the Portuguese Quality
Association, with sponsorship from Anacom.
27
28
Strengths
Leadership Position
Global Brand Strength
Internal
Weaknesses
Centralized Control Low
Flexibility
High Consumer churn rates
Opportunities
Threats
External
Growth through 3G
Strategic Alliances
29
4.1) Strengths:
The main strength of Vodafone within the telecommunications market lies in
its brand image and recognition. Vodafone, having established a global presence and
having invested highly in marketing a differentiated image by promoting a Vodafone
life style, currently enjoys a differentiating advantage that, if exploited properly, can
offer a lead in competition. The presence of Vodafone in numerous countries within
Europe as well as in all part of the world enhances this image. It allows customers to
travel and enjoy easily the services of their home country operator. In the few
countries that Vodafone is not physically present (e.g. Norway) it has well established
strategic alliances which allow for a better service of mobile clients.
4.2) Weaknesses:
The expansion of Vodafone has been completed at the expense of direct
control of its operations. The company grew through a process of acquisitions of
national telecommunications companies (e.g. the acquisition of the third biggest
Czech mobile phone operator, Cesky mobile) rather than organic growth. This
increased its subscribers base quickly, offering direct market knowledge and
immediate additions of customer bases at the expense of direct effective control of the
subsidiaries. At the same time though, it implicitly imposed a centralized operational
structure for the group, nominating the UK headquarters as the leading business unit
running a much centralised marketing and handset procurement at group level. This
has resulted in the neglect of local markets and local differences, allowing market
share to be gained by smaller local competitors. Due to the highly saturated Western
European market this has resulted in an increase in the price elasticity of demand,
with consumers becoming continuously price oriented. This has resulted in high
customer churn rates reaching the level of 32.8% in the UK compared to O2s 24%.
4.3) Opportunities:
30
4.4) Threats:
The European part of Vodafones market is characterized by existing high
levels of competition. Major brands such as O2 and TMobile are exploiting the price
sensitivity of customers and in this way they are building a stronger image and
presence in the market. Indirect competition is also increasing further, through the
presence of Skype and other related (not only voice) Internetbased services. This
combined with the upcoming European legislative measures is expected to limit
further the tariffs for the network providers imposing further need for price cuts which
could harm the bottom line profitability of the company.
31
32
5.1) Introduction:
Marketing research means the systematic gathering, recording, analyzing of
data about problems relating to the marketing of goods and services
Marketing research has proved an essential tool to make all the need of
marketing management. Marketing research therefore is the scientific process of
gathering and analyzing of marketing information to meet the needs of marketing
management. But gathering of observation is must be systematic. The systematic
conduct of research requires:
Orderliness, in which the measurements are accurate.
Impartiality in analysis and interpretation.
33
Following are the main objective to study about the customer satisfaction on
Vodafone.
To study telecommunication industry.
To study the company profile of Vodafone.
To study customer satisfaction of Vodafone.
To study various Marketing activities provided by Vodafone.
To study the various services provided by Vodafone.
To know the expectation of Vodafone Customers.
Problem Identification
Research Design
Data Collection
35
A number of customers are not satisfied with services, new schemes and
offers.
A number of customers are not satisfied with the network coverage.
A number of customers are not satisfied with the current call rates of
Vodafone.
A number of customers are not satisfied with the Free SMS schemes.
A number of customers are not satisfied with the service of customer care of
Vodafone.
36
37
Primary data collection contains the following four types of methods: 1 Observation Method:
It contains Causal observation, Systematic observation, direct observation and
contrived observation.
2 Survey Method:
It contains Personal Interview, Telephone Interview and Mail Interview.
3 Experimental Method.
4 Panel Method.
II)
Secondary Data Collection: It can be collected from internal as well as external sources
1 Internal Source:
Various internal sources like employee, books, sales activity, stock
availability, product cost, etc.
2 External Sources:
38
C) Sampling Plan:
The researcher has design a sampling plan that is consist of five decisions.
I)
Sampling unit:
Who is to be surveyed?
The Researcher has selected youngsters, businessmen, and housewives,
employees to conduct survey and to measure satisfaction level.
II)
Sampling types:
There are two types of sampling i.e. Probability Sampling and Non probability
Sampling.
i)
Probability Sampling : -
Probability sampling means each unit of the universe has equal chance of getting
selected. The most frequently used probability sampling methods are as below:
39
ii)
a) Judgment Sampling.
b) Convenience Sampling.
c) Panel Sampling.
d) Quota Sampling
For this purpose the researcher has used non probability convenience
sampling.
III)
Sample Size:
Sample size means limited numbers of respondents covered under the research
study from a population and the researcher has taken a survey of 100 respondents to
know the satisfaction level of customer.
IV)
Sampling Area:
40
Sampling Unit:
Here the researcher has randomly selected the respondents of the Surat city.
41
42
Suggestions
Yes
No
No. of respondents
93
Interpretation:
93% of the respondents are have a mobile phone while 7% of the respondents
do not have a mobile phone.
43
Suggestions
Yes
No
No. of respondents
95
Interpretation:
95% of the respondents are aware about
telecommunications services while 5% are
not aware.
44
No. of respondents
Vodafone
87
Airtel
29
Idea
17
Reliance
21
BSNL
Tata Indicom
Interpretation:
Major respondents using mobile are enjoying Vodafone services. 16% of the
respondents use Airtel, 6% respondents use Idea while 12%, 4% and 2% respondents
use Reliance, BSNL and Tata Indicom respectively.
45
Suggestions
Yes
No
No. of respondents
87
Interpretation:
Here 100% of respondents are aware about Vodafone Services.
46
Sources
No. of respondents
Advertisements
63
Hoardings
52
Newspapers
35
Mouth Publicity
26
Interpretation:
36% of the respondents are aware about Vodafone through Advertisements,
29% are aware because of Hoardings while 20% and 15% of the respondents are
aware because of Newspapers and Mouth Publicity respectively.
47
Time period
No. of respondents
12
2-6 months
19
6-12 months
22
34
Interpretation:
Major Respondents using Vodafone are old customers. 39% of the respondents
use Vodafone services from past more than 1 year while the lowest is 14%
respondents using Vodafone services less than 1 month.
48
Services
No. of respondents
Pre-Paid
73
Post-paid
14
Interpretation:
84% of the respondents use pre-paid services while only 16% of the
respondents use post-paid services.
49
Q7) Which services are more helpful to you while using Vodafone
Services?
Purpose:
The purpose behind this question is to know which services are more helpful to
the respondent while using Vodafone.
Services
No. of respondents
Call Rates
27
SMS Rates
48
Network
36
19
Interpretation:
Here major Respondents are youngsters so they mainly use SMS services of
Vodafone. 37% of the respondents use Vodafone for SMS services while only 14% of
the respondents use Vodafone for Value Added Services.
50
Suggestions
Yes
No
No. of respondents
76
11
Interpretation:
87% of the respondent calls at customer care while 13% respondents do not call
at customer care.
51
No. of respondents
Daily
Once a week
12
Once a month
24
Occasionally
35
Interpretation
Major respondents here call customer care occasionally. 31% respondents
respondents call customer care once a month while 16% and 7% of respondents call
once a week and daily respectively.
52
Reasons
Value Added Services
Information regarding new schemes
Complaining
Other queries
No. of respondents
21
23
42
36
Interpretation:
34% of respondents call at customer care for complaining purpose while 30%,
19% and 17% of respondents call customer care for other queries, information
regarding new schemes and value added services respectively.
53
Poor
Network
31
29
17
SMS Rates
19
35
24
schemes 3
14
27
33
10
New
and offers
Customer Care
32
29
15
Recharge
12
28
31
14
20
43
19
Added 9
24
29
19
Outlets
Call Rates
Value
Services
54
55
Findings
93% of the respondents are have a mobile phone while 7% of the respondents
do not have a mobile phone.
100% of the respondents are aware about telecommunications services.
16% of the respondents use Airtel, 6% respondents use Idea while 12%, 4%
and 2% respondents use Reliance, BSNL and Tata Indicom respectively.
100% of respondents are aware about Vodafone Services.
36% of the respondents are aware about Vodafone through Advertisements,
29% are aware because of Hoardings while 20% and 15% of the respondents
are aware because of Newspapers and Mouth Publicity respectively.
39% of the respondents use Vodafone services from past more than 1 year
while the lowest is 14% respondents using Vodafone services less than 1
month.
84% of the respondents use pre-paid services while only 16% of the
respondents use post-paid services.
37% of the respondents use Vodafone for SMS services while only 14% of the
respondents use Vodafone for Value Added Services.
87% of the respondent calls at customer care while 13% respondents do not
call at customer care.
31% respondents respondents call customer care once a month while 16% and
7% of respondents call once a week and daily respectively.
34% of respondents call at customer care for complaining purpose while 30%,
19% and 17% of respondents call customer care for other queries, information
regarding new schemes and value added services respectively
5 respondents among the total no. of respondents dont use Vodafone services
because of high prices. 3 respondents dont use Vodafone services because of
poor services while 2 respondents each dont use vodafone services because of
lack of awareness and poor network.
90% of the Vodafone customers would like to recommend Vodafone services
to others while 10% of the Vodafone Customers wont recommend to others.
Conclusion
Follwing are the conclusion that the researcher found after the survey.
56
From the above analysis the researcher concludes that major respondents are
dissatisfied with some of the major services like call rates, SMS rates and new
Vodafone to others.
Major respondents using Vodafone use pre-paid services compared to post-paid
services.
Major respondents are youngsters so they need more SMS facilities and low call
rates, but Vodafone dissatisfies these age group (18-25) as their call rates and
SMS rates are much high.
57
58
Suggestions
Following are some of the suggestions given by the researcher so that Vodafone can
serve people and its customers in an improved way:
Vodafone should decrease call rates for local users.
Vodafone should provide more offers to Post-Paid customers so that the
number of Post-Paid customers increase.
Vodafone should bring introduce some new SMS schemes for the youngsters.
Vodafone should introduce more schemes and offers.
Vodafone should provide more schemes and offers to its old customers.
Vodafone should decrease call rates of STD and ISD.
59
o Yes
o No
If yes, then which operators Service do you use?
o Vodafone
(Multi-choice)
o Airtel
o Idea
o Reliance
o BSNL
o Tata Indicom ( If not Vodafone then go to Q12 )
Q3) Are you aware about Vodafone?
o Yes
o No
(If No, then go to Q11 )
Q4) From which source you came to know about Vodafone?
o Advertisement
o Hoardings
o Newspapers
o Mouth Publicity
Q5) Since how long you are using Vodafone services?
(Multi-choice)
(Multi-choice)
o Yes
o No
If yes, how often you call at customer care?
o Daily
o Once a week
o Once a month
o Occasionally
Q9) For what reason you call at customer care?
o Value added services
o Information regarding new schemes
(Multi-choice)
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o Other queries
o Complaining
Name: ________________
Age: ___ years
Sex: Male/Female
Contact no.: ___________
Signature: __________
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Books:
Marketing Management Philip Kotler, Kevin Lane Keller.
Websites:
http://www.vodafone.com/start/media_relations/news/local_press_releases
/portugal/portugal_press_release/vodafone_had_highest.html
http://en.wikipedia.org/wiki/Customer_satisfaction
http://en.wikipedia.org/wiki/Hutch_(Indian_cellular_company)
http://en.wikipedia.org/wiki/Vodafone
http://bora.nhh.no/bitstream/2330/1919/1/Saplitsa%202008.pdf
www.anacom.pt/render.jsp?contentId=606658
www.iimcal.ac.in/community/consclub/reports/telecom.pdf
www.scribd.com
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