BY VIKAS DHIR, RACHIT MISRA, ROBIN BHAGAT, SUVIGYA LAL, UDAY MEHAR, YASH VIJAY SINGH RATHOR

Introduction
Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Vodafone Essar now has operations in 16 circles covering 86% of India's mobile customer base, with over 34.1 million customers. Vodafone Essar, under the Hutch brand, has been named the Most Respected Telecom Company Best Mobile Service in the Country Most Creative and Most Effective Advertiser of the year.

 Vodafone is the worlds leading international mobile communications company. It now has operations in 25 countries across 5 continents and 40 partners networks with over 200 million customers worldwide. Vodafone has partnered with the Essar Group as its principal joint venture partner for the Indian market. Vodafone across India had launched their brand on 21st September 2007.

Introduction to Products & Services

Product Review Technology Services
- Voice - Data - Services - Fixed & Other Services

Vodafone Services
Vodafone Office Vodafone Live ! Internet on mobile Vodafone Mobile connect Vodafone Mobile connect card Mobile Advertising Vodafone handsets Vodafone handy phone Vodafone Business handsets Magic Box Handsets

Vodafone Roaming Services selects Roam ware Solution

VAS Provided by the Company

TEXT P2P Sms P2A Sms A2P Sms

VOICE Caller Tunes In-Dial Voice Packs

DATA Browsing Downloading

Positioning
Where you go the network follows you
Hutch, as a brand, always tried to connect with consumers in a simple, honest and real manner, while Vodafone is a more young and fun brand. So consumers will see a shift reflecting a more vibrant brand. The Pug and the actor Irfan Khan will be retained for the brand promotions. They talk about the exclusivity of the network and the services they are offering to the consumers.

Competitive Analysis
Vodafone has veered towards warmth and emotions. Vodafone uses the powerful visual aspect of advertisement like ZOOZOO & emotional aspect of dog. They are targeting middle class persons as well the elite as their target audience. Airtel is focused on functionality & efficiency. Airtel chooses to use music for advertisement.

Elite Customers.
Upward Professionals Entrepreneurs

Communication Strategy
Communication Objectives: Building Product category/wants. Creating Brand Awareness. Enhancing the consumers attitude towards the product which will influence them to by more. What response must be covered by people? Vodafone should be in the top of the mind of the consumers. Increase the sales to achieve the target. Building relationship with the consumer.

Big Opportunity?
There is a big untapped rural market. So it is the opportunity in front of Vodafone to capture it.

How would we grab it?

By Fruitful usage of:Print Media Advertising Outdoor Advertising

Organizational Structure of Vodafone India

ROLE OF HR DEPARTMENT
Employee advocacy role: To counter the negative feelings of uncertainty, anxiety, loss of faith, and career doubt, communication was used as an effective tool. The MD of Hutch (India), Mr. Ashim Ghosh started the WebCast. Every seven days, corporate HR had a meeting with employees and communicated directly what the company was doing.

ROLE OF HR DEPARTMENT (cont.)

Functional expertise role: Not a single employee was laid off. Early warning system was used to retain employees. The pay cycle changed from April-March to July-June. There was a 10 - 15% hike. Schemes such as 200300% of CTC as part of ESOP continued. Schemes such as 200 - 300% of CTC as part of ESOP continued.

ROLE OF HR DEPARTMENT (cont.)

Human capital development role: Training workshops and OD interventions were used as methods of facilitating change. Orientation programme was conducted to change from the Hutch model to the Vodafone model. Anecdotes were shared with employees. The earlier values of Hutch had been, Brave, Positive, Simple and Gorgeous. The values of Vodafone- Red, Rock solid and Restless were linked with the values of Hutch through workshops in order to have a cultural fit.

ROLE OF HR DEPARTMENT (cont.)

Hutch through workshops in order to have a cultural fit. Hutch employees disliked the color red as it was the color used in Airtel logo, the competitor. Red was thought of as the color of the enemy. HR changed the perception and linked the colour red with restlessness about sales and passion to perform.

HR TOOLS
On-the-job Soft Skills Training Programme, On- the- job technical skills Training Programme, Orientation programmes, Career Pathway, Team Intervention, Comprehensive Intervention.

HR TOOLS
Structural intervention, Comprehensive Intervention, Orientation Programme, Workshops on Vision Development, Workshops on Communicating Values/Philosophy

BIBLIOGRAPHY
MAGAZINES/PERIODICALS: Marketing Management- Philip Kotler 13th Edition India today Brochures & Pamphlets of Vodafone Essar

Web References
www.vodafone.in www.indiatelecomnews.com www.telecomtigers.com www.telecomyatra.com www.trai.com www.cellular-news.com

THANK YOU