Vodafone Essar : Marketing Analysis -
The company was founded in 1982 as a joint venture .the name was derived from the newly-found company's goal of establishing both voice (VO) and data (DA) services over a mobile telephone network. Hutchison Essar Established - 1994 an Essar group and Hutchison Whampoa undertaking, acquiring the cellular mobile licence for Mumbai has a nationwide market share of 16.4pc the fourth-largest Indian operator. &;Most Respected Telecom Company‘ & apos;Best Mobile Service in the country& Most Creative and Most Effective Advertiser of the Yea. Vodafone Essar
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India. Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSMcellular phone coverage throughout India with good presence in the metros. Vodaphone's current positioning in India has evolved over the years and has not been immediately or directly influenced by its parent company's global brand strategy.
Firstly, before it was taken over, Vodaphone in India was called Hutch and even before that as Orange (Way back in the early part of this decade).
From the time of its conception, this company has always positioned itself as a hip, premium (not necessarily in cost) and innovative company.
In spite of undergoing two makeovers (From Orange (brand color orange) to Hutch (color pink) to Vodaphone (color Red)), the image of the company has remained the same.
From the ads of the current Zoo-Zoo's to the one with the adorable dog, Vodaphone's ads have always been innovative and sought to strike a note of being different from the rest of the operators.
Even the value add services they offer are targeted at the pre-dominantly urban and premium customer. Services like Phone Contact List Back-up, freedom to record/choose busy tune etc are not...
Please join StudyMode to read the full document