What is Service Company and How it is Marketed? Three Components to market Service Company 1. People 2. Physical Evidence 3. Process
Establishment 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. Speechmark logo, suggesting conversation In terms of customers, therefore, only China Mobile is larger.
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 GSM cellular phone coverage throughout India with good presence in the metros.
VODAFONE TAKEOVER Takes over Vodafone(Briton) A Foreign company
67%
Hutchison Essor Indian Company
HTIL(Whampoa group of Li-Ka Shing. Hong Kong A foreign company
Essor group Asim Ghosh-12% A.Singh and other companies (Minority)
Entertainment and Lifestyle Downloads Mail and Messaging Call Management Services M shop Alerts Social Networking 3G service
Place: • Vodafone UK operates over 300 of its own stores. • It also sells through independent retailers e.g. Carphone Warehouse. • Customers are able to see and handle products they are considering buying. • People are on hand to ensure customers’ needs are matched with the right product and to explain the different options available.
Price • It offers various pricing structures to suit different customer groups.
• Monthly price plans are available as well as prepay options. • Vodafone UK gives NECTAR reward points.
Promotion
• ABOVE THE LINE PROMOTION
• BELOW THE LINE PROMOTION
STPD Analysis Segmentation : income • • • • •
Age Service usage Life of service Geographical condition Nature of customer • Institutional • Sole
Targeting . • Home calling cards for the family of those professionals who used to work abroad. • Rs. 10 recharge for small users. • Cheap SMS facilities for youth. • Facilities for circle users
Positioning : • -”Where you go network follows you.” • network & services • Innovative distribution
• Customer service
Differentiation Viral Marketing/Buzz Marketing – Birth of Zoo zoo Value Add services
