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Marketing strategy of Vodafone in India and the consumer’s attitude towards their services

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documents in English
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market study
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50 pages
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  1. Introduction
  2. Indian mobile phone industry
  3. SWOT analysis of Indian mobile phone industry
  4. Competitive environment of Indian cell phone industry
  5. Company profile
  6. Vodafone in India
    1. Entry of Vodafone in India
    2. Benefits from Vodafone entry to India
    3. What makes Vodafone [ti]Different[ti]?
    4. Strategy of Vodafone in India
  7. Research methodology
  8. Analysis of primary data
  9. Limitations
  10. Conclusion
  11. Recommendations
  12. Annexure
  13. Bibliography

The de regulation in the INDIAN telecommunication markets since the beginning of the 1997s has brought about significant changes in the communication industry. The mobile telephone market has changed dramatically over the past 5 years in INDIA. Mobiles have become so popular that many people use their handset as their only phone and rarely use a land line. The study of consumer's behavior is important because it helps in many activities like segmentation, target market selection, positioning, and product/service decision, pricing decision, distribution and promotion decision.
Model of consumer decision making process is helpful to understand the consumer behavior. It shows how the external and internal factors influence the consumer attitude formation and attitude change. The model reflects cognitive (or problem solving) consumer and, to some degree emotional consumer. Understanding consumer behavior and ?knowing customers? is never simple. Customers may say one thing but do another. They may not be in touch with their deeper motivations. They may respond to influences that change their mind at the last minute. There is a need to identify the gap between consumer behavior, attitude and company practice. The findings of this study will be important to understand the consumer attitude, habits, opinion and their beliefs towards the product, and the attitude towards the company marketing efforts. The result of the study will help to make a suitable recommendation to fill the gap between consumer behavior and the company marketing efforts.

Tags: Vodafone strategy, Vodafone marketing strategy, Vodafone growth strategy, Vodafone global market strategy, Marketing strategy of Vodafone

[...] "The entry of Vodafone in India will increase competition, bring global practices and better services to the domestic market, which will benefit the end consumers," industry body Federation of Indian Chambers of Commerce and Industry said in a statement. There are large business opportunities in India and more cross border corporate deals may take place in the future as well, it said. Terming the Vodafone development as highly beneficial for the country and consumers, Assocham Telecom Committee Chairman C S Rao said, "Vodafone is the largest global mobile service provider and has already mastered innovative services for subscribers be it in voice, data or video streaming". [...]


[...] It was even larger than their own previous brand transitions as it touches over 35 million customers, across 400,000 shops and thousands of our own and our business associates employees.? A Vodafone Essar also continued with the pug that has come to represent the company, and it showed that it would remain.Vodafone Essar in India which is a subsidiary of Vodafone Group Plc. Hutch had commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. [...]


[...] According to report that two-thirds of India customers never review their mobile phone plan have never considered which service plan would be most suitable for them and another third think that all tariffs are the same. So the reason for not changing product and services can be that consumers are not aware about the current product and services offered by the companies. Other reason can be the consumers do not use the mobile phone often. Psychological factors (Income, age, profession) are also the reason for not changing the product. [...]

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