A STUDY ON THE EFFECTIVE OF THE ADVERTISEMENT STRATEGIES ADOPTED BY VODAFONE

BY PRATEEK SHAH

INTRODUCTION
The major part of the report is dealing with study of the effectiveness of the advertisement strategies adopted by Vodafone Essar with special reference to Hyderabad district. The objective of the study is to understand the advertisement strategies of Vodafone Essar, to make a study on the effectiveness of recent advertisement campaign of Vodafone Indian Premiere League Season -4 and to make a study on the effectiveness of the advertisement strategies of Vodafone in their current market.

CONTINUE..
Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. The company now has operations across the country with over 74.08 million customers**. Over the years, Vodafone Essar, under the Hutch brand, has been named the Most Respected Telecom Company, the Best Mobile Service in the country and the Most Creative and Most Effective Advertiser of the Year. The company is a tie up of two groups namely Vodafone Group and Essar Group.

RESEARCH PROBLEM
In this modern era where the technological advancement is very rapid, many companies are entering the market,thereby increasing competition.At the same time many companies are shutting down as they are unable to sustain this huge competition. Why is this happening ? The project tries to give a solution to this problem taking VODAFONE as reference.What should other companies and young minds like us learn from these old company.

Research Objectives
The objectives of the research are: To understand the advertisement strategies of Vodafone Essar. A study on the effectiveness of recent advertisement campaign of Vodafone Indian Premiere League Season - 3. A study on the effectiveness of the advertisement strategies of Vodafone in their current market. Effectiveness of advertisement on the customers of Hyderabad.

RESEARCH METHODOLOGY
DATA REQUIREMENTS :
PRIMARY DATA :

The data is being collected from the employees of the company and few customers VODAFONE by answering a detailed questionnaire.
SECONDARY DATA :

The data is collected from various websites,brouchers and journals related to the company.

 SAMPLE DESIGN : The data is collected through a questionnaire from nearly twenty fifty employees working in the company.

TOOLS and TECHNIQUES OF ANALYSIS :

The data collected through Primary and Secondary sources is analysed using Microsoft Word and Excel. Graphical representation of the data is done for easy analysis.

SCOPE OF THE STUDY

The study provides a lot of scope to improve existing business practices Helps for the long run growth in business Conclusions taken from the collected data can be implemented to increase profits and life of the business.

LIMITATIONS OF THE STUDY

Time was the main constraint. The researcher has to complete her work with in the stipulated time limit and the sample size was restricted to 50 respondents. Since the project is of qualitative nature there was participants biased in some cases. The studies limited to customers using mobile connections in Hyderabad. The respondents were of different perceptions and hence the researcher has a tedious task at hand in locating the respondents from Hyderabad.

LITERATURE REVIEW
Any organization requires Seven S for its effective functioning. They are : Structure Organisational skeleton Strategy Organisational plan Systems Practices followed in the organisation Style of Management Principles that run the company Skills (corporate strengths) Employee skills

Shared Values These put employees together as one family

Staff Employees who work with orientation.

EIGHT BASIC PRINCIPLES

A Bias for Action : A preference for doing something anything. This involves active decision making. Staying Close to the Customer : Any organisation should first learn the preferences of the customer and then cater to them. Autonomy and Entrepreneurship : Breaking the corporation into small companies and encouraging employees to think independently and competitively. Productivity Through People : Creating in all employees the awareness that their best efforts are essential and that they will share in the rewards of the companys success. Hands On, Value Driven : Insisting that executives keep in touch with the firms essential business. Stick to the Knitting : Remaining with the business the company knows the best. Simple Form, Lean Staff : Having low administrative layers and few people at upper levels. Simultaneous Loose Tight Properties : Fostering a climate where there is dedication to the central values of the company combined with tolerance for all employees who accept those values.

( Source: TRAI Report 2010-11)

OPERATOR-WISE MARKET SHARE OF GSM SERVICE PROVIDERS (As on 30th September 2010)

(Source: TRAI Report 2010-11)

OPERATOR-WISE MARKET SHARE OF CDMA PROVIDERS (As on 30th September 2010)

SEX RATIO OF THE RESPONDENTS

S.NO.
A B

SEX
Male Female

NUMBER
39 11

AGE (%)
78% 22%

AGE GROUP OF RESPONDENTS

S.NO. A B C D AGE GROUP 15-25 25-35 35-45 45 above NUMBER 21 18 6 5 %AGE 42% 36% 12% 10%

MOBILE PHONE USERS

SL. NO 1 2

PARTICULARS Users Non- Users

% 100% 0%

AWARENESS ABOUT ALL TELECOMMUNICATIONS SERVICES

SL. NO 1

RESPONSE Yes

NUMBER 45

% 90%

Not All

10%

CURRENT SERVICE PROVIDER

S.NO. 1 2

SERVICE PROVIDER Airtel Vodafone

NUMBER 12 14

% 24% 28%

3
4 5 6

Idea
Reliance BSNL Tata Indicomm

10
5 6 3

20%
10% 12% 6%

VODAFONE AWARENESS SERVICES

Sl. No
1 2

Response
Yes No

Number
49 1

%
98% 2%

VODAFONE AWARENESS SOURCE

SL. NO 1 2

SOURCE Advertisements Hoardings

NUMBER 35 7

% 70% 14%

3
4

Newspapers
Mouth Publicity

3
5

6%
10%

ROLE OF ADVERTISING WHILE PURCHASING MOBILE CONNECTIONS

SL. NO
1 2

RESPONSE
To Full Extent To Some Extent

NUMBER
6 30

%
12% 60%

Not At All

10%

No Opinion

18%

FINDINGS & SUGGESTIONS

FINDINGS The strategies that have been adopted by Vodafone Essar are excellent compared to other service providers. The hypothesis test proves that the advertisement of Vodafone is effective. The respondents have got good impression about Vodafone Essar. The recent advertisement of Vodafone Essar IPL Session 2 has made a great impact in the history of telecommunications. Most of the respondents of Hyderabad have taken Vodafone connection for the last 1 year. The customers of Vodafone are satisfied with their services and advertisement strategies. The customers of Vodafone are brand loyal.

SUGGESTIONS
The company can have more innovative advertisements and can allot more finance in it. The advertisements that are being done by the company should have more contents. The customers should understand about the new products that are being launched by the company. Interactive advertisement should be made by Vodafone so that the customers of other service providers will start using Vodafone.

BIBLIOGRAPHY
BOOKS Marketing Management I, ICFAI University Press, Dehradun. Business Research Methods, IIPM University Press, Delhi. Marketing Research, ICFAI University Press, Dehradun. Quantitative Methods, IIPM University Press, Delhi.

Conclusion
This management thesis has been done for the company Vodafone Essar for understanding the effectiveness of their advertisements for the people of Hyderabad. The study proved that the advertisement has got relevant effectiveness to the people of Hyderabad while they try for a new mobile connection. The customers of Vodafone are happy with the services of the company and they suggest the advertisements of Vodafone should be more interactive and funny like the one that has been done by them during the IPL Session 2. The customers say that the people who are not usually watching television came to know about the advertisement and they say that this was the effectiveness of that advertisement.

QUESTIONNAIRE
. Hi! I am a MBA student representing VIVIKANANDA SCHOO OF PG STUDIES. I am doing a research to assess a study on The effectiveness of the advertisement strategies adopted by Vodafone Essar with special reference to HYDERABAD. I will be obliged if you spare few minutes from your time to fill up this questionnaire. I assure you that the information imparted by you will be kept confidential.

Cont.
1 NAME : 2 GENDER: Male Female 3 AGE GROUP: 15-25 25-35 35-45 >45

Cont.
4 ARE YOU A MOBILE PHONE USER? Yes No 5 ARE YOU AWARE ABOUT ALL TELECOMMUNICATION SERVICES? Yes No

Cont.
6 WHICH NETWORK SERVICE(S) ARE YOU USING CURRENTLY? AIRTEL Vodafone !dea BSNL Reliance Others

7 ARE YOU AWARE OF VODAFONE SERVICES? Yes No

HOW DO YOU KNOW ABOUT VODAFONE SERVICES? Advertisements Hoardings News papers Mouth publicity Other sources

9 ACCORDING TO YOU ROLE OF ADVERTISING WHILE PURCHASING A MOBILE CONNECTION? To full Extent To some extent No role Can not say

Cont
10 YOUR SOURCE OF ADVERTISEMENT? Television Radio News Paper Magazine

11 ACCORDING TO YOU THE TELECOMMUNICATION SERVICE WITH GOOD ADVERTISEMENTS? Airtel Vodafone !dea cellular BSNL Reliance Others

Cont.
12. HOW WELL DOES THE ADVERTISEMENTS OF CATCH YOUR ATTENTION? . Very Well Some what well Undecided Not at all 13. DO YOU REALLY THINK THAT THE ADVERTISEMENTS OF VODAFONE INFORM YOU ABOUT ALL THEIR SERVICES? Yes No Can Not Say

Cont
13. BASED ON ADVERTISEMENTS GIVEN BY VODAFONE WOULD YOU LIKE TO HAVE MORE CONECTIONS IN FUTURE FOR YOU OR YOUR FRIEDS/FAMILY? Yes No Undecided 14. ARE YOU AWARE ABOUT ALL NUMBER PORTABILITY SERVICES? Yes No

Thank you