Marketing Strategy of Vodafone

Topics: Mobile phone, Vodafone, Vodafone Essar Pages: 22 (5414 words) Published: June 11, 2009


VODAFONE
ESSAR
 1


INDIAN
INSTITUTE
OF
MANAGEMENT,
INDORE

MARKETING
–
2
 TERM
PROJECT
 



 


TER


VODAFONE
ESSAR

Group
F
|
Section
B




INSTRUCTOR:
Prof.
Ashish
Sadh

Durgesh
Salunke
|
Plavini
Punyatoya
|
Ninad
Tawade
|
Rohit
A
|
Vaibhav
Lodha


Sec
B
‐
Group
F2




Vodafone
Essar



CONTENTS 

Introduction........................................................................................................................................................................4
 Overview
of
the
Mobile
Industry
in
india ..........................................................................................................4
 ABOUT
Vodafone..............................................................................................................................................................5
 Launch
of
Vodafone
Essar..........................................................................................................................................5
 COMPETITION ....................................................................................................................................................................6
 CONSUMER
ANALYSIS....................................................................................................................................................8
 AGE.......................................................................................................................................................................................9
 OCCUPATION ................................................................................................................................................................ 10
 URBAN/RURAL............................................................................................................................................................ 10
 TYPE
OF
USAGE ........................................................................................................................................................... 11
 MARKETING
MIX
OF
VODAFONE .......................................................................................................................... 11
 PRODUCT........................................................................................................................................................................ 12
 Mobile
Connections............................................................................................................................................... 12
 Cobranded
phones................................................................................................................................................. 13
 Calling
Cards ............................................................................................................................................................ 14
 Other
offerings ........................................................................................................................................................ 15
 PRICE................................................................................................................................................................................ 16
 PLACE............................................................................................................................................................................... 16
 PROMOTION ................................................................................................................................................................. 17
 TRANSITION
FROM
HUTCH
TO
VODAFONE ............................................................................................. 17
 BELOW
THE
LINE
PROMOTION...................................................................................................................... 17
 ABOVE
THE
LINE
PROMOTION...
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