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SUBMITTED By :
Piyushi
DECLARATION
I Piyushi Student of MBA III sem MIET, Meerut, here by declare that the project report
titled Marketing Strategies Of Vodafone was undertaken by me at Starpowerz direct
sales team and was carried on under the guidance of Mr. Vikhyat Sir (Faculty Of
Piyushi
M.B.A. III Sem
Roll No.
1406870062
ACKNOWLEDGEMENT
Presenting a Summer Training project of this type is an arduous task, demanding a lot of
time. I cannot in full measure reciprocate the kindness shown and contribution made by
various persons in this endeavor. I will remember all of them with gratitude.
I am extremely gratified to Mr. Vikhyat Sir (Faculty Of Management) MIET,
Meerut who was extremely helpful in offering his professional expertise and bestowing me
practical knowledge in all spheres related to the whole organization working.
I am always beholden to my God, for always being with me and showing me the right ways,
my family, for always doing favors to me and my friends and colleagues consistently helped
with encouragement and criticism throughout the project work, for always lifting my sights to
higher vision, raising my personality beyond normal limitation and for realizing me my
strengths and potential, as I did not always welcome her exhortation, try again; you can do
better. But this project owes a great deal to it and so do I.
Piyushi
M.B.A. III Sem
Roll No.
1406870062
PREFACE
The Project Report is based on Marketing Strategies of Vodafone.
The topic for my project report is:
The Project Report revolves around the Vodafone services Limited tried to explore the
various aspects of postpaid connection. The certain objectives were predefined and the task
was to accomplish them. This report also provides the survey analysis about the nature of
retailer prescription and the key factors over which a company should have a strong hold to
survive with a long-term view.
The study was confined geographically to Meerut. The data source was collected from the
regular visits of retailers.
A special task was also assigned to me to analyze the market opportunities in different
regions of Meerut. It under that different counter has been visited. A set of questionnaire was
prepared & scrutinized before going for market analysis.
The whole process during the entire training program is well planned and the data was
initially collected about the reputed Retailers the respective executives of concerned areas.
The task was divided into small goals which to be accomplished on the daily basis.
Finally it was a great experience at the corporate level being interacted with different reputed
personalities and it makes practically aware about the strategies development process and
their break up in goals and defining policies to achieve them and handle different difficult
situations.
CONTENTS
TITLE
1.
INTRODUCTION
2.
OBJECTIVES OF STUDY
3.
COMPANY PROFILE
4.
LITERATURE REVIEW
63
5.
RESEARCH METHODOLOGY
65
6.
74
7.
FINDINGS
88
8.
CONCLUSION
91
9.
LIMITATIONS
93
95
99
101
INTRODUCTION
Vodafone
Group
Plc
(LSE: VOD,
NASDAQ: VOD) is
British
multinational
OBJECTIVE
After going through this report the reader will get to know about several plans and the
steps taken to improve sales and distribution management in east cluster.
COMPANY PROFILE
India operates one of the largest telecom networks in Asia. The
telecommunication network continued to grow at a rapid pace as a higher switching
capacity of 17.9 lakh lines was added in the network in 1998-99 as against 35.2 lakh
lines in 1997-98 resulting in an increase of 22.5 per cent in the switching capacity in
1998-99 over the preceding year. The number of new connections provided in 199899 (was 37.9 lakh as against 32.6 lakh in 1997-98. Similarly, microwave and optical
fiber network was enhanced. 2,06,500 lines of Trunk Automatic Exchange (TAX)
capacity, 14,009 Route Kilometers (RKMs) of microwave and 31,771 Route
Kilometers of optical fiber were added in 1998-99 over the total TAX capacity of
12,61,500 lines. 72,592 Route Kilometers of microwave and 76,261 Route
Kilometers of optical fiber respectively as on March 31, 1998. Efforts to expand the
network have been continued in 1999-2000.
INTRODUCTION:
Cellular Telephony - the technology that gives a person the power to communicate
anytime, anywhere - has spawned an entire industry in mobile telecommunication.
Mobile telephones have become an integral part of the growth, success and
efficiency of any business / economy.
The most prevalent wireless technology in the world today, is GSM. The GSM MoU
(Global System for Mobile Communications) was instituted in 1987 to promote and
expedite the adoption, development and deployment and evolution of the GSM
standard for digital wireless communications. The Association was formed as a result
of a European Community agreement on the need to adopt common standards
suitable
for
cross
border
European
mobile
communications.
Starting
off
The cellular Mobile Service Providers (CMSP) shall be permitted to provide mobile
telephony services including permission to carry its own long distance traffic within
their service area without seeking an additional license. Direct interconnectivity
between licensed CMSP's and any other type of service provider (including another
CMSP) in their area of operation including sharing of infrastructure with any other
type of service provider shall be permitted.
Licenses would be awarded for an initial period of twenty years and would be
extendible by additional periods of ten years thereafter.
FIXED SERVICE PROVIDERS
The Fixed Service Providers (FSP) shall be freely permitted to establish `last
mile' linkages to provide fixed services and carry long distance traffic within their
service area without seeking an additional license. Direct interconnectivity between
FSPs and any other type of service provider (including another FSP) in their area of
operation and sharing of infrastructure with any other type of service provider shall
be permitted. The FSP allowed to directly interconnect with the VSNL after the
opening up of national long distance from January 1, 2000. The FSP may also utilize
last mile linkages or transmission links within its service area made available by
other service providers.
The FSP licenses would be required to pay a one time entry fee. All FSP licensees
shall pay license fee in the form of a revenue share. It is proposed that the
appropriate level of entry fee and percentage of revenue share and basis for
selection of new operators for different service areas of operation would be
10
11
12
The Union Cabinet approved the migration package for private telecom operators.
Subsequent to the adoption of New Telecom Policy (1999) by the government, the
existing licensees of Cellular Mobile Telephone Services and Basic Telephones
Services were offered to migrate to NTP 1999. As per this package, the licensees
were offered migrations to NTP-1999.
Although the telecom segment is liberalized and this important segment does not
come free from controversies and contentious issues. Issues like implementation of
the CPP regime as recommended by the TRAI, the role of TRAI in issuing licenses,
the cancellation of licenses, the percentage of revenue share between private
operators and the government and lastly the differences between TRAI and MTNL
over the launch of the latest cellular services are some among the issues to be
solved.
13
The DoT has drawn an ambitions plan to provide over one million telephone
connections based on wireless in local loop (WLL) system during 2000-01.
The government initiated the process of separating the policy making functions of the
Department of Telecom from its functions as a service provider.
14
Vodafone is a British mobile network operator with its headquarters in Newbury, Berkshire,
England, UK. It is the largest mobile telecommunications network company in the world by
turnover and has a market value of about 75 billion (August 2008). Vodafone currently has
operations in 25 countries and partner networks in a further 42 countries.
The name Vodafone comes from Voice data fone, chosen by the company to "reflect the
provision of voice and data services over mobile phones."
As of 2009 Vodafone had an estimated 303 million customers in 25 markets across 5
continents. On this measure, it is the second largest mobile telecom group in the world behind
China Mobile.
In the United States, Vodafone owns 45% of Verizon Wireless, the largest wireless
telecommunications network in the United States, based on number of subscribers.
15
Vodafone Group
In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two UK
cellular telephone network licences; the other going to British Telecom The network, known
as Racal Vodafone was 80% owned by Racal, with Millicom and the Hambros Technology
Trust owning 15% and 5% respectively. Vodafone was launched on 1 January 1985. Racal
Strategic Radio was renamed Racal Telecommunications Group Limited in 1985. On 29
December 1986 Racal Electronics bought out the minority shareholders of Vodafone for
GB110 million.
In September 1988 the company was again renamed Racal Telecom and on 26 October 1988
Racal Electronics floated 20% of the company. The flotation valued Racal Telecom at
GB1.7 billion. On 16 September 1991 Racal Telecom was demerged from Racal Electronics
as Vodafone Group.
In July 1996 Vodafone acquired the two thirds of Talkland it did not already own for 30.6
million. On 19 November 1996, in a defensive move, Vodafone purchased Peoples Phone for
77 million, a 181 store chain whose customers were overwhelmingly using Vodafone's
network. In a similar move the company acquired the 80% of Astec Communications that it
did not own, a service provider with 21 stores.
In 1997 Vodafone introduced its Speechmark logo, as it is a quotation mark in a circle; the O's
in the Vodafone logotype are opening and closing quotation marks, suggesting conversation.
16
On 29 June 1999 Vodafone completed its purchase of AirTouch Communications, Inc. and
changed its name to Vodafone Airtouch plc. Trading of the new company commenced on 30
June 1999. To approve the merger, Vodafone sold its 17.2% stake in E-Plus Mobilfunk. The
acquisition gave Vodafone a 35% share of Mannesmann, owner of the largest German mobile
network.
Vodafone's original logo used until the introduction of the speechmark logo in 1997
On 21 September 1999 Vodafone agreed to merge its U.S. wireless assets with those of Bell
Atlantic Corp to form Verizon Wireless. The merger was completed on 4 April 2000.
In November 1999 Vodafone made an unsolicited bid for Mannesmann, which was rejected.
Vodafone's interest in Mannesmann had been increased by the latter's purchase of Orange, the
UK mobile operator. Chris Gent would later say Mannesmann's move into the UK broke a
"gentleman's agreement" not to compete in each other's home territory. The hostile takeover
provoked strong protest in Germany and a "titanic struggle" which saw Mannesmann resist
Vodafone's efforts. However, on 3 February 2000 the Mannesmann board agreed to an
increased offer of 112bn, then the largest corporate merger ever. The EU approved the
merger in April 2000. The conglomerate was subsequently broken up and all manufacturing
related operations sold off.
On 28 July 2000 the Company reverted to its former name, Vodafone Group Plc. In April
2001 the first 3G voice call was made on Vodafone United Kingdom's 3G network.
17
In 2001 the Company took over Eircell, then part of eircom in Ireland, and rebranded it as
Vodafone Ireland. It then went on to acquire Japan's third-largest mobile operator J-Phone,
which had introduced camera phones first in Japan.
On 17 December 2001 Vodafone introduced the concept of "Partner Networks" by signing
TDC Mobil of Denmark. The new concept involved the introduction of Vodafone
18
international services to the local market, without the need of investment by Vodafone. The
concept would be used to extend the Vodafone brand and services into markets where it does
not have stakes in local operators. Vodafone services would be marketed under the dual-brand
scheme, where the Vodafone brand is added at the end of the local brand. (i.e., TDC MobilVodafone etc.)
19
20
Introduction to ZooZoos
o
Cute
Quirky
Cuddly
Alien Species
Humanlike
Harmless
Kiddish
Archetype: Child
Humourous
Not complicated
Full of life
Simple
Approachable
Adorable
21
22
Making of ZooZoos
23
24
IPL Impact
o 85% of most visible brand on screen
o Hit in both the weeks
o Most watched brand in breaks
o Vodafone 15% of commercial ads
Has been a Launch-Pad for both HTC and iPhone Mobile Phones
o Official Sponsor for England Cricket Team since 15 years
ZooZOo characters are cute, charming and funny looking shaped white people doing crazy
things. Contrary to their looks, these are not cartoon characters but actual people wearing that
ZooZOo costume. Vodafone has created special ZooZOo section on their website and
offering cool ZooZOo wallpapers. Also check the screensaver, it got great visual and music
like the ZooZOo magic?
25
To make the competition more fun and fulfilling, the best entry every week
stands a chance to win a BlackBerry Storm. Also, as many as 1000 Zoozoo
T-shirts will be given away to the most creative entries over the 5 week
duration of this fun competition.
This is another step by Vodafone to fulfil the love and affection that
hundreds of thousands of fans have showered on Zoozoos the lovable
fictional characters from Vodafones recent advertising campaign.
Compelled by demand by fans, Vodafone had also launched official
Zoozoo merchandise recently, in a tie-up with Shoppers Stop, one of the
leading large format retail store chain in India.
Vodafones Zoozoos has been one of the most talked about creative ad
campaigns capturing the imagination of India. Vodafone recently won the
CNBC Awaaz Consumer Award for Storyboard Campaign of the Year for
the Zoozoo campaign. The Zoozoo Ad Campaign ran a series of
commercials on the various services being offered by Vodafone during the
IPL Season 2. Social networking sites have also witnessed the success and
popularity of the Zoozoos, with Facebook having more than 3 lakh Zoozoo
fans, which makes it one of the largest fan clubs.
Mumbai, October 26, 2009: Retail Major Shoppers Stop Limited and
Vodafone Essar, one of Indias leading cellular services providers, today
announced the launch of merchandise featuring the immensely popular
Zoozoos the lovable characters from a recent Vodafone Essar advertising
26
campaign. In a first of its kind arrangement, Shoppers Stop has gained the
exclusive rights to manufacture and retail official Zoozoo merchandise in
specified categories across all Shoppers Stop stores in the country. The
specified categories include t-shirts, Kidswear, Mugs, Bed and Bath
accessories.
This deal arises in the wake of the immense popularity of Zoozoos
generated during Vodafone Essars advertisement campaign and marks a
new era in the Indian context of character based marketing.
Speaking on the occasion, Mr. Kumar Ramanathan (Chief Marketing
Officer, Vodafone Essar) said, Zoozoos have amassed a devout fanfollowing and this compelled us to bring them even closer to fans in the
form of merchandise. Shoppers Stop was a natural choice as our
merchandising partner given its attributes of credibility, reach and quality
which are in line with the expectations of an offering from Vodafone.
Also speaking on the occasion, Mr. Vinay Bhatia, Customer Care Associate
& VP Marketing & Loyalty, added, Carrying forward our new brand
philosophy of Start Something New we are delighted to partner with
Vodafone Essar in setting an exclusive retail arrangement of brand mascot
merchandising. This is a first-of-its-kind arrangement in the history of
Indias
advertising
that
Brand
mascot
is
being
licensed
for
The various moods of the perky Zoozoos are aptly captured in the trendy
T-shirts that are available at Rs. 299 onwards. The Zoozoo merchandise
27
extends to kids wear, mugs, bed furnishings and many more products that
will be introduced shortly. Further, Vodafone customers can enjoy a 10%
off on their purchases of Zoozoo merchandise.
Shoppers Stop has been awarded the Emerging market retailer of the
Year at the World Retail congress in April 2008. It has also been awarded
28
The Golden Scale Trophy for the Brand of the Year for its STOP Ladies
ethnic wear by CMAI in 2008. It has been a recipient of the 2008 CIO 100
Award as well as The Storage Award at the CIO Awards held in 2008. It
has been awarded Most Admired Retailer of the Year CRM at the IRF in
2008, Department Store of the Year at the Star Retailer Awards in 2008,
The Most Admired Fashion Retail Destination of the Year at Images
Fashion Forum held in 2009, Retailer of the Year Fashion & Lifestyle at
the Asia Retail Congress in 2009, amongst others.
29
Youtube ad downloads
30
31
Europe
Networks in Europe
Majority-owned Minority-owned
No Ownership
Albania
France
Austria
Belgium
Czech Republic
Poland
Bulgaria
Channel Islands
Germany
Croatia
Cyprus
Greece
Denmark
Estonia
Hungary
Finland
Faroe Islands
Ireland
Iceland
Latvia
Italy
Lithuania
Luxembourg
Malta
Rep. of Macedonia
Norway
Netherlands
Russia
Serbia
Northern Cyprus
Slovenia
Sweden
Portugal
Switzerland
Ukraine
32
Romania
Spain
Turkey
UK
In February 2002 Finland was added into the mobile community, as Radiolinja is signed as a
Partner Network. Radiolinja later changed its named to Elisa. Later that year the Company
rebranded Japan's J-sky mobile internet service as Vodafone live! and on 3 December 2002
the Vodafone brand was introduced in the Estonian market with signing of a Partner Network
Agreement with Radiolinja (Eesti). Radiolinja (Eesti) later changed its name to Elisa.
On 7 January 2003 the Company signed a group-wide Partner agreement with mobilkom
Austria. As a result, Austria, Croatia, and Slovenia were added to the community. In April
2003 Og Vodafone was introduced in the Icelandic market and in May 2003 Vodafone Italy
(Omnitel Pronto-Italia) was rebranded Vodafone Italy. On 21 July 2003 Lithuania was added
to the community, with the signing of a Partner Network agreement with Bit.
In February 2004 Vodafone signed a Partner Network Agreement with Luxembourg's
LuxGSM and a Partner Network Agreement with Cyta of Cyprus. Cyta agreed to rename its
mobile phone operations to Cytamobile-Vodafone. In April 2004 the Company purchased
Singlepoint airtime provider from John Caudwell (Caudwell Group) and approx 1.5million
customers onto its base for 405million, adding sites in Stoke on Trent (England) to existing
33
sites in Newbury (HQ), Birmingham, Warrington and Banbury. In November 2004 Vodafone
introduced 3G services into Europe.
In June 2005 the Company increased its participation in Romania's Connex to 99% and also
bought the Czech mobile operator Oskar. On 1 July 2005 Oskar of the Czech Republic was
rebranded as Oskar-Vodafone. Later that year on 17 October 2005 Vodafone Portugal
launched a revised logo, using new text designed by Dalton Maag, and a 3D version of the
Speechmark logo, but still retaining a red background and white writing (or vice versa). Also,
various operating companies started to drop the use of the SIM card pattern in the company
logo. (The rebranding of Oskar-Vodafone and Connex-Vodafone also does not use the SIM
card pattern.) A custom typeface by Dalton Maag (based on their font family InterFace)
formed part of the new identity.
On 28 October 2005 Connex in Romania was rebranded as Connex-Vodafone and on 31
October 2005 the Company reached an agreement to sell Vodafone Sweden to Telenor for
approximately 1 billion. After the sale, Vodafone Sweden became a Partner Network. In
December 2005 Vodafone won an auction to buy Turkey's second-largest mobile phone
company, Telsim, for $4.5 billion.[18] In December 2005 Vodafone Spain became the second
member of the group to adopt the revised logo: it was phased in over the following six
months in other countries.
In 2006 the Company rebranded its Stoke-on-Trent site as Stoke Premier Centre, a centre of
expertise for the company dealing with Customer Care for its higher value customers,
technical support, sales and credit control. All cancellations and upgrades started to be dealt
with by this call centre. On 5 January 2006 Vodafone announced the completion of the sale of
34
Vodafone Sweden to Telenor. On February 2006 the Company closed its Birmingham Call
Centre. In 1 February 2006 Oskar Vodafone became Vodafone Czech Republic, adopting the
revised logo and on 22 February 2006 the Company announced that it was extending its
footprint to Bulgaria with the signing of Partner Network Agreement with Mobiltel, which is
part of mobilkom Austria group.
On 12 March 2006 former chief, Sir Christopher Gent, who was appointed the honorary post
Chairman for Life in 2003, quits following rumours of boardroom rifts. In April 2006 the
Company announced that it has signed an extension to its Partner Network Agreement with
BITE Group, enabling its Latvian subsidiary "BITE Latvija" to become the latest member of
Vodafone's global partner community. Also in April 2006 Vodafone Sweden changed its name
to Telenor Sverige AB and Connex-Vodafone became Vodafone Romania, also adopting the
new logo. On 30 May 2006 Vodafone announced the then biggest loss in British corporate
history (14.9 billion) and plans to cut 400 jobs; it reported one-off costs of 23.5 billion due
to the revaluation of its Mannesmann subsidiary. On 24 July 2006 the respected head of
Vodafone Europe, Bill Morrow, quit unexpectedly[19] and on 25 August 2006 the Company
announced the sale of its 25% stake in Belgium's Proximus for 2 billion. After the deal,
Proximus was still part of the community as a Partner Network. On 5 October 2006 Vodafone
announced the first single brand partnership with Og Vodafone which would operate under
the name Vodafone Iceland and on 19 December 2006 the Company announced the sale of its
25% stake in Switzerland's Swisscom for CHF4.25 billion (1.8 billion). After the deal,
Swisscom would still be part of the community as a Partner Network. Finally in December
2006 the Company completed the acquisition of Aspective, an enterprise applications systems
35
integrator in the UK, signaling Vodafone's intent to grow a significant presence and revenues
in the ICT marketplace.
Early in January 2007 Telsim in Turkey adopted Vodafone dual branding as Telsim Vodafone
and on 1 April 2007 Telsim Vodafone Turkey dropped its original brand and became
Vodafone Turkey. In addition , Vodafone Turkey also gives service in Turkish Republic of
Northern Cyprus. On 1 May 2007 Vodafone added Jersey and Guernsey to the community, as
Airtel was signed as Partner Network in both crown dependencies. In June 2007 the Vodafone
live! mobile Internet portal in the UK was relaunched. Front page was now charged for and
previously "bundled" data allowance was removed from existing contract terms. [20] All users
were given access to the "full" web rather than a Walled Garden and Vodafone became the
first mobile network to focus an entire media campaign on its newly launched mobile Internet
portal in the UK.[21] On 1 August 2007 Vodafone Portugal launched Vodafone Messenger, a
service with Windows Live Messenger and Yahoo! Messenger.
On 17 April 2008 Vodafone extended its footprint to Serbia as Vip mobile was added to the
community as a Partner Network and on 20 May 2008 the Company added VIP Operator as a
Partner Network thereby extending the global footprint to the Republic of Macedonia. In May
2008 Kall of the Faroe Islands rebranded as Vodafone Faroe Islands.
On 30 October 2008, the company announced a strategic, non-equity partnership with MTS
group of Russia. The agreement adds Russia, Armenia, Turkmenistan, Ukraine, and
Uzbekistan to the group footprint.[22]
36
On 20 March 2009, it was announced that the group's Luxembourg partner has been changed
to Tango: the agreement with LuxGSM was not renewed in favour of Tango, the Luxembourg
unit of another partner network, Belgacom of Belgium.[23]
At the end of 2007 Vodafone Germany was ranked 6th in Europe by subscriber numbers,
whilst its Italian operation was listed as 10th. Vodafone UK was ranked 13th., whilst Spain
was listed in 16th. place [24]
37
Asia-Pacific
Networks in Asia-Pacific
Majority-owned Minority-owned
No Ownership
Australia
China mainland
Afghanistan
Armenia
India
Fiji
Azerbaijan
Hong Kong
New Zealand
India
Japan
Malaysia
Samoa
Singapore
Sri Lanka
Thailand
Turkmenistan Uzbekistan
In July 1993 BellSouth New Zealand's network went live and October 1993 Vodafone
Australia's network also went live. This was followed in July 1994 by Vodafone Fiji's
network going live.
In November 1998 Vodafone purchased BellSouth New Zealand which later became
Vodafone New Zealand. In 1999 J-Phone launched the J-sky mobile internet service in
response to DoCoMo's i-Mode service. In December 2002 J-Phone's 3G network went live.
38
On 1 October 2003 J-Phone became 'Vodafone' and J-Phone's mobile internet service J-Sky
became Vodafone Live!. On 3 November 2003 Singapore became a part of the community as
M1 was signed as partner network.
In December 2004 Vodafone Australia agreed to deploy high-speed MPLS backbone network
built by Lucent Worldwide Services using Juniper hardware.[25]
Then in April 2005 SmarTone changed the name of its brand to 'SmarTone-Vodafone' after
both companies signed a Partner Network Agreement. In August 2005 Vodafone launched 3G
technology in New Zealand and in October 2005 it began launching 3G technology in
Australia. On 28 October 2005 the Company announced the acquisition of a 10 per cent stake
in India's Bharti Televentures, which operates the largest mobile phone network in India
under the brand name AirTel. On 22 December 2005 the Company announced the completion
of the acquisition of the 10% stake in Bharti Televentures of India.
In January 2006 Indonesia, Malaysia, and Sri Lanka were added to the Vodafone footprint as
Vodafone Group signed a partner network agreement with Telekom Malaysia. On 17 March
2006 Vodafone announced an agreement to sell all its interest in Vodafone Japan to SoftBank
for 8.9 billion of which 6.8 billion will be received in cash on closing of deal. Vodafone
Japan later changed its name to SoftBank Mobile. On 9 October 2006 Vodafone New Zealand
bought New Zealand's 3rd largest I.S.P., iHug and on 1 November 2006 Vodafone Australia
signed the Australian Football League (AFL)'s biggest individual club sponsorship deal with
the Brisbane Lions for seasons 2007, 2008 and 2009.
On 6 February 2007 along with the partnership with Digicel Caribbean (see below), Samoa
was added as a Partner Market. Then on 11 February 2007 the Company agreed to acquire a
39
controlling interest of 67% in Hutchison Essar Limited for US$11.1 billion. At the same time,
it agreed to sell back 5.6% of its AirTel stake back to the Mittals. Vodafone would retain a
4.4% stake in AirTel. On 21 September 2007 Hutch was rebranded to Vodafone in India.
On 6 February 2007, Vodafone Group signed a three-year partnership agreement with Digicel
Group. The agreement, which includes Digicel's sister operation in Samoa, will result to the
offering of new roaming capabilities. The two groups will also become preferred roaming
partners of each other. Along with Digicel's markets, the Vodafone brand is now present in 81
countries, regions, and territories. What is interesting to note, is that as well as being partners,
Digicel and Vodafone are also rival operators in Fiji, where Digicel Fiji recently launched,
and Vodafone owns a minority (49%) stake in Vodafone Fiji.
On 10 February 2008 Vodafone announced the launching of M-Paisa mobile money transfer
service on Afghanistan's Roshan: Afghanistan was added to the Vodafone footprint.
On 5 September 2008 Vodafone purchased Australia's largest bricks and mortar mobile phone
retailer Crazy John's adding 115 retail stores to its local operations[26].
On 9 February 2009 Vodafone announced a merger with 3/Hutchison via a joint venture
company VHA Pty Ltd, which would offer products under the Vodafone brand. dtac in
Thailand is signed as a partner network of the Group on 25 March 2009.
On 19 June 2009, Vodafone-Hutchison Australia (VHA) announced the end of its outsourcing
of retail operations. VHA committed to buying back and managing its entire retail operation,
including 208 Vodafone-branded retail outlets Australia-wide. This project is slated to be
completed by 1 September 2009.
40
41
Majority-owned
DR Congo1
Egypt
Ghana
Lesotho1
Mozambique1
Qatar2
Tanzania1
South Africa1
Minority-owned
No Ownership
Kenya
Bahrain
UAE
Effective ownership is not majority, but full control exercised by the group.
Egypt
In November 1998 Vodafone Egypt network went live under the name ClickGSM.
On 8 November 2006 the Company announced a deal with Telecom Egypt resulting in further
co-operation in the Egyptian market and increasing its stake in Vodafone Egypt. After the
deal, Vodafone Egypt was 55% owned by the group, while the remaining 45% was owned by
Telecom Egypt.
Kuwait
42
On 18 September 2002 Vodafone signed a Partner Network Agreement with MTC group of
Kuwait. The agreement involved the rebranding of MTC to MTC-Vodafone. On 29
December 2003 Vodafone signed another Partner Network Agreement with Kuwait's MTC
group. The second agreement involved co-operation in Bahrain and the branding of the
network as MTC-Vodafone.
On 3 November 2004 the Company announces that its South African affiliate Vodacom had
agreed to introduce Vodafone's international services, such as Vodafone live! and partner
agreements, to its local market.
In November 2005 Vodafone announced that it was in exclusive talks to buy a 15% stake of
VenFin in Vodacom Group, reaching agreement the following day. Vodafone and Telkom then
had a 50% stake each in Vodacom. Vodafone now owns 65% of Vodacom after purchasing a
15% stake from Telkom[27].
On 9 October 2008, the company offers to acquire an additional 15 per cent stake in Vodacom
group from Telkom. The finalised details of the agreement was announced on 6 November
2008. The agreement calls for Telkom to sell a 15 of its 50 per cent stake in Vodacom to the
group, and demerging the other 35 per cent to its shareholder. Meanwhile, Vodafone has
agreed to make Vodacom its exclusive sub-Saharan Africa investment vehicle. Also,
Vodafone agreed to continue maintaining the visibility of the Vodacom brand. The transaction
is expected to close on May/June 2009.
43
On 18 May 2009, Vodacom floats onto the JSE Limited stock exchange in South Africa after
Vodafone increased its stake by 15% to 65% to take a majority holding despite disputes by
local trade unions.
Ghana
In December 2007 a Vodafone Group-led consortium was awarded the second mobile phone
licence in Qatar and on 3 July 2008 Vodafone agreed to acquire a 70% stake in Ghana
Telecom for $900 million. The acquisition was consummated on 17 August 2008. The same
group-led consortium in Qatar wins the second fixed-line licence in the said country on 15
September 2008.
On 15 April 2009, Ghana Telecom, along with its mobile subsidiary onetouch, is rebranded as
Vodafone Ghana.
U.A.E.
On 28 January 2009, the group announced a partner network agreement with Du, the secondlargest operator of the United Arab Emirates. The agreement involves co-operation on
international clients, handset procurement, mobile broadband etc.
44
The Americas
MinorityNo Ownership
owned
Antigua &
USA
Anguilla
Barbuda
Aruba2
Barbados2
Cayman Islands2
Bermuda2
Bonaire2
Canada3
Chile4
Curaao2
Dominica2
French West
Indies2
Grenada2
Guyana2
Jamaica2
Panama2
Haiti2
Honduras2
Trinidad &
Grenadines
Tobago
Verizon Wireless
Digicel (Partner)
45
46
policy at Verizon Wireless and is therefore entirely at the mercy of Verizon management with
respect to cash flow from Verizon Wireless.
Perhaps as a consequence of these reasons, Vodafone made a bid for the entirety of AT&T
Wireless when that company was for sale in 2004. Had this bid been successful, Vodafone
would presumably have sold its stake in Verizon Wireless, and then rebranded the resultant
business as Vodafone. However, Cingular Wireless, at the time a joint venture of SBC
Communications and BellSouth (both now part of AT&T), ultimately outbid Vodafone and
took control of AT&T Wireless (the combined wireless carrier is now AT&T Mobility), and
Vodafone's relationship with Verizon has continued.
Early in 2006 Verizon re-iterated their desire to buy out the remaining 45% of stock of
Verizon Wireless from Vodafone Group. Vodafone has also repeatedly indicated that it would
be willing to buy out Verizon's stake.
Verizon has announced that its 4G data network will be LTE, which is considered part of the
GSM path and not the GSM2000 path Verizon has been using; it has been suggested[who?] this
is to appease Vodafone, which uses GSM on its own networks.
On May 11, 2008, Vodafone sealed a trade agreement with the Chilean Entel PCS Chile, in
which Entel PCS has access to the equipment and international services of Vodafone, and
Vodafone will be one of the trademarks of Entel for the wireless business. This step will give
the Vodafone brand access to a market of over 15 million people, currently divided among
three companies, Telefonica Movistar, Claro and Entel PCS.
47
48
Chief Executives
Name
Between
Arun Sarin
Vittorio Colao
In a period just short of twenty years from its IPO, the Company had just three Chief
Executives. The fourth CEO, Vittorio Colao, stepped up from Deputy Chief Executive in July
2008. Each of his predecessors made a personal contribution to the development of the
Company.
Sir Gerald Whent, at that time an Executive with Racal Electronics Plc, was responsible for
the bid for a UK Cellular Network licence. The Mobile Telecoms division was de-merged and
was floated on the London Stock Exchange in October 1988 and Sir Gerald became Chief
Executive of Racal Telecom Plc. Over the next few years the company grew to become the
UK's Market Leader, changing its name to Vodafone Group Plc in the process.
49
Sir Christopher Gent took over as Chief Executive in January 1997 after Sir Gerald's
retirement. Sir Christopher is responsible for transforming Vodafone from a small UK
operator into the global behemoth that it is today, through the merger with the American
AirTouch and the takeover of Germany's Mannesmann.
Arun Sarin was the driving force behind the Company's move into Emerging Markets such as
Asia and Africa, through the purchases such as that of Turkish operator Telsim and a majority
stake in Hutchison Essar in India. Faced with increased competition and penetration rates
above 100% in the more mature European markets it was necessary to diversify from being a
mobile-only business into a company which provided all telecommunications services. This
has seen Vodafone launch DSL and other fixed-line services in markets such as Germany and
the UK.
50
Financial results
Vodafone reportes its results in accordance with International Financial Reporting Standards
(IFRS).
Vodafone has some large minority stakes, which are not included in its consolidated turnover.
In order to provide additional information on the overall scale and growth trends of its
business it publishes "proportionate turnover" figures and these are included in the tables
below. For example, if a business in which it owns a 45% stake has turnover of 10 billion,
that equals 4.5 billion of proportionate turnover for Vodafone. Proportionate turnover is not
an official accounting measure and Vodafone's proportionate turnover should be compared
with other companies' statutory turnover.
Vodafone also produces proportionate customer number figures on a similar basis, eg. if an
operator in which it has a 30% stake has 10 million customers that equals 3 million
proportionate Vodafone customers. This is a common practice in the mobile
telecommunications industry.
Year ended
Turnover
31 March
year m
Basic eps
Proportionate
(pence)
customers (m)
2008
35,478
9,001
6,756
12.56
260
2007
31,104
(2,383)
(5,297)
(8.94)
206.4
51
2006*
29,350
(14,835)
(21,821)
(35.01)
170.6
2005
34,073
7,951
6,518
9.68
154.8
2004
36,492
9,013
6,112
8.70
133.4
*Losses for year to 31 March 2006 reflect write downs of assets, principally in relation to the Mannesmann
acquisition. Proportionate turnover includes 7,100 million from discontinued operations.
The group's recent first quarter trading update (24 July, 2009) saw management reiterating its
profit guidance for the full year. Whilst revenues across Europe had been relatively weak,
mirroring general economic conditions, there had been a positive showing from South Africa,
with the company's Indian purchase of Hutchison Essar continuing to generate returns.
Meanwhile, its joint venture with Verizon in the US had strengthened further, with Vodafone's
overall customer base now standing at 315 million - 8 million having been added during the
first quarter. In addition, management noted that its cost reduction programme, targeted to
save 1bn in operating costs by the end of the 2011 financial year, would reach 65pc of its
target by the end of the current financial year.[32]
52
Products
Products promoted by the Company include Vodafone live!, Vodafone Mobile Connect USB
Modem, Vodafone Connect to Friends, Vodafone Passport, Vodafone Freedom Packs,
Vodafone at Home, Vodafone 710 and Amobee Media Systems. Between June and August
2009 Vodafone have abolished roaming charges within 35 different countries, allowing their
customers to take their standard uk price plan abroad.
53
Corporate sponsorship
Brisbane Lions Football Club, Australian rules football team, major sponsor from
2007
Gaelic Athletic Association - Vodafone is one of the main sponsors of Ireland's GAA
Football Championship for the 2009 Summer.
54
Port Adelaide Football Club Australian rules football team, joint major sponsor since
1997
North Melbourne Football Club Australian rules football team, joint major sponsor
since 2008
St Kilda Football Club Australian rules football team, joint major sponsor from 2007
West Coast Eagles, Australian rules football team, elite sponsor since March 2006
Triple 8 Race Engineering, V8 Supercars team, Primary Data sponsor (since 2007)
Newbury Buses
55
UCD Ents, the Entertainments Division of UCD Students' Union Primary Data
sponsor (since 2007)
Penske Racing - Primary Data sponsorship of the #12 NASCAR Nationwide Series,
Grand-Am Rolex Sports Car Series, and Indy Racing League IndyCar Series cars
entries. A Associate sponsorship of the #3 and #6 Dallara-Honda IndyCar Series. All
are through the Cellco Partners venture with Verizon. This sponsorship was moved
from the NASCAR Sprint Cup Series because their purchase of Alltel broke
56
of
Delhi
Corporate Structure
57
operations
TOWN
VODAFONE
214
Airtel
215
Idea
175
58
Company Strategy
VODAFONEison-Essar entered the mobile market in 1995 in the first
wave of operator licensing
The operator has a presence in all four metro circles in India.
The operator is expanding its business and increasing market share
through a combination of growth by acquisition (it has acquired the
operations of Fascel and Aircel in the year to September 2004) as well as
network investment. Nokia is currently increasing capacity on its
networks in Chennai, Andhra Pradesh and Karnataka, while also rolling
out new networks in West Bengal and western Uttar Pradesh.
The operator has followed the 60% tariff cuts introduced by Vodafone
Infocomm to the pre-paid mobile market in August 2004, in a bid to
maintain market share.
The operator launched EDGE services in July 2004
59
VODAFONEison Essar, said, "The idea is just to refresh the brand, and
inculcate a new 'VODAFONE spirit'." But the brand makeover had less to
do with creating excitement and more with renouncing the Orange brand
to Orange Telecom and creating the new pan-Indian VODAFONE brand.
With Vodafone acquiring 67% of VODAFONE for U$11.1b, Vodafone is
going to replace the VODAFONE brand with the Vodafone brand.
60
61
62
Now talk @ 20 p/min with Vodafone Friends circle. You can add a maximum of 5 numbers
to your friends circle.
To know more, sms FRIENDS to 144 (toll free).
Charges:
Monthly rental - Rs 15 per number
63
LITERATURE REVIEW
The literature review is mainly consisting of a the advertisement strategies of Vodafone,
the p r e v i o u s s t u d i e s t h a t h a s b e e n c o n d u c t e d f o r Vod a f o n e a n d t h e
s t u d i e s c o n d u c t e d o n t h e advertisement strategies of any other company.
Advertisement of Vodafone
16
INC, Kochi
After successfully rebranding 'Hutch' as 'Vodafone', Vodafone Essar started expanding its
presence in India. Then almost all media channels to advertise its services. It not only
advertised on television, but also in newspapers, the radio, and on hoardings
across the country.
The Making of ZooZoos Campaign
In November 2008, Vodafone Essar decided to launch an advertising campaign to
communicate the VAS offered by the company. The company planned to air the ads
during IPL-Season 2. It was decided that O&M India, the advertising agency
creating campaigns for Vodafone Essar, would create separate ads for each service.
During IPL-Season 2, a different ad would be showneach day, to attract the viewers' interest.
The Launch
On April 20, 2009, Vodafone Essar launched the ZooZoos advertising campaign.
During theI P L - S e a s o n 2 , a t o t a l o f 3 0 d i f f e r e n t T V C s i n c l u d i n g C r i c k e t
64
The Response
Despite the high brand recall that this advertising campaign ensured for Vodafone Essar, not
everyone wasimpressed by the company's ad strategy. Some analysts were doubtful about
whether the ads would attract people living in the semi-urban and rural areas of India. They
also wondered whether the popularity of theZooZoos advertising campaign would
actually help the company increase its revenues. In April 2009, as the TVCs started
being aired on television, they created the necessary buzz both in traditional as well as
insocial networking sites like Facebook, and Twitter and video sharing website, YouTube.All
the TVCs were available both on YouTube and Twitter. For the week ended April 25,
2009,o n e a d o n f a s h i o n t i p s w a s v i e w e d 1 3 , 0 0 0 t i m e s o n You Tu b e . O n
G o o g l e . c o . i n , t h e w o r d 'ZooZoo,' became the third highest search word on May 04,
2009.
65
RESEARCH METHODOLOGY
Research methodology is a systematic way. Which consists of series
of section or step necessary to effectively carry out research and the
desired sequencing of these steps the marketing research is a process
of involves a number of inter related activates which overlap and do
rigidly follow a particular sequence. It consists of the following step.
1. Formulating the objective of the study.
2. Designing the method of data collection.
3. Selecting the sample plan.
4. Collecting the data.
5. Processing and analyzing the data.
6. Reporting the finding,
Meaning of research
Research in common parlance refers to a search for knowledge. One can
also define research as a scientific and systematic search for pertinent
information as a specific topic. In fact, research is an are of scientific
investigation. The Advanced Learners Dictionary of Current English
66
and
Mory
define
research
as
67
knowledge making for its advancement. It is pursuit of truth with the help of
study, observation , comparison
68
Research Instrument
I used direct observation, customer data & survey as research
instrument.
Research Design
In this project use exploratory research design and for data
collection fill-up the questionnaires from the customer of mobile,
survey of the market and some information collect by interview of the
users of the cellular at Meerut.
SAMPLING:
I used Random Sampling because from a finite population refer to that
method of sample selection which gives each of possible sample of
combination an equal probability of being picked up and each item
in the entire population to have an equal chance of being included in the
sample.
Sample Design:
given population.
69
i) Type of Universe
The first step in developing any sample design is to clearly define the
connection.
70
levels of society.
71
STEPS IN SAMPLING
Area of Research
Meerut region
Sources of Data:
Research Data
72
Data is the key activity of marketing research. The design of the data
collecting method is backbone of research design. Data constitute the
foundation of statistical analysis and interpretation. Hence the first
step in statistical work is to obtain data. Data can be obtained from
two important sources, namely:
1.
Primary Data
2.
Secondary Data
73
Primary Data :
Primary Data
74
When researcher uses the data that has already been collected by other
data are called secondary data. Secondary data can be obtained from
journals i.e. internal sources report, government publication and books,
professional bodies etc.
Internal data are reports and memos generated within an organisation to
facilitate its operations. External data are those specially produce for
outside consumption.
Sources from which I have taken the secondary data are as under:
1. Direct observation
2. Airtel website
3. Books for marketing management
4. Surveys and customer data & report
75
76
The data shows that the total sample size of 50 retailer taken for research
the sale of vodafone postpaid in the month of May is 300 connection
which has increased by 174 connection in the month of June.
77
RETAILERS
GSM
12
GSM
30
78
INTERPRETATION
60% retailers sale GSM mobile phones in their shop.
24% retailers sale GSM in their shop
16% retailers sale fixed wireless phone in their shop.
79
Market share
Prepaid
30
Postpaid
20
Out of 50 retailers:-
80
INTERPRETATION
60% retailers told that prepaid is most demanded by the customer.
40% retailers told that postpaid is demanded by the customers.
81
Market share
Vodafone
15
Tata Indicom
10
Idea
Airtel
20
Interpretation:
82
Market share
VODAFONE
15
Tata Indicom
10
83
Market share
VODAFONE
70
Tata Indicom
30
84
6. Do you believe that one of the challenges facing advertising strategy is the diversity of
the consumer mind?
Yes
80%
20%
No
20%
80%
Interpretation:-
80% of respondents and 20% of not respondents into consumer mind through
advertising strategy.
85
The data shows that the total sample size of 50 retailer taken for research the sale of
vodafone postpaid in the month of May is 300 connection which has increased by 174
connection in the month of June.
86
Occupation Graph
OCCUPATION
10%
15%
20%
55%
STUDENTS
EXECUTIVES
HOUSEHOLDS
OTHERS
As the above graph shows that 55% of the total people interviewed are working. So, these
people are the ones who are the maximum users of mobile phones. They are the young
executives, managers, Tele - callers etc. who require mobile for their official purposes. The
next category is the households, who are either housewife, small units which operate from
their homes etc. They are 20% of the whole. The next segment is the students. They are 15%
of the whole. And 10% of the whole is categories who are the professionals.
87
These are the total market share of mobile user or people captured by the mobile provider
company. There two major company in mobile phone service sector Vodafone and Airtel who
respectively hold the market share with other company as 17% and 20% of total market user
segment of mobile customer.
88
20%
10%
60%
FULLY
PARTIALLY
DISSATISFIED
FULLY DISSATISFIED
As the above graph clearly shows that customer services at Vodafone seems poor. 60% of the
people are dissatisfied with the customer services provided by Vodafone. They are the ones
who have the maximum share in the market but they are lagging behind in the customer
services. 10% of the people were fully dissatisfied with the customer services of Vodafone.
This could leave an impact on the mind of the consumer. He can even switch over his brand.
20% of the people seemed partially satisfied with the customer services and only 10% seem
to be fully satisfied with Vodafone customer services, which is a very small amount.
89
Cash cards seemed quite popular among the people interviewed. 85% of the
total mobile users were having cash card connections. This means that the cash
cards should be easily and readily available in the local markets. Vodafone
should make sure that Magic is available in each and every nook and corner of
the market. 15% of the people were having sim connections which is the regular
bill.
90
12%
24%
Rs 600
Rs 450
Rs 200
64%
spend this amount. 24% people spend RS 300 per month as their monthly mobile expense.
And the remaining 12% had an expense more than RS 1000, they could the ones having sim
connections or having cash cards and having a lot of business calls on their mobiles.
91
FINDINGS
1.
2.
3.
4.
5.
6.
The data shows that the total sample size of 50 retailer taken for research
the sale of vodafone postpaid in the month of May is 300 connection
which has increased by 174 connection in the month of June.
7.
60% retailers sale GSM mobile phones in their shop. 24% retailers sale
GSM in their shop. 16% retailers sale fixed wireless phone in their shop.
8.
60% retailers told that prepaid is most demanded by the customer. 40%
retailers told that postpaid is demanded by the customers.
9.
10.
92
11.
The costumer demands 70% GSM phones of VODAFONE and rest 30%
demands for TATA INDICOM.
12.
The VODAFONE has No. 1 rank in providing cheaper call rate then rest
of the company.
13.
17 retailers told that TATA indicom have better scheme and 19 retailers
told that vodafone have better scheme and 8 retailers told that Airtel has
better scheme and rest 7 retailers told that Idea has better scheme.
14.
70% retailers sale between 0-50 connection in month 20% retailers sale
between 50-100 connection in month and rest 10% retailers sale above
100 connection.
15.
16.
The Airtel has No. 1 rank in providing customer care service then rest of
the company.
17.
93
CONCLUSION
94
This management thesis has been done for the company Vodafone Essar for
understanding
the e f f e c t i v e n e s s
of
their
advertisements
for
the
95
96
LIMITATION
Limitations of the study:
1. The primary data collected is strictly to Meerut.
2. Some of the respondents did not show much interested in filling the
questionnaire. They filled the questionnaire just for the sake of filling
it.
3. Secondary data is limited only to news, media, internet, annual report
of the company.
4. Respondent have not interest to give correct information.
97
98
RECOMMENDATION
If Possible, Pricing Should Be Reviewed With Many Consumers
Citing It As A Negative Factor.
Nokia GSM Being Viewed As A Premium Product Could Come Up
With A Lower Price.
More Schemes Should Be Introduced To Attract Non Users.
Advertising Standards Should Be Maintained If Possible Improved As
Advertisement Has Contributed Immensely To The Awareness Level
And Usage Of The Nokia GSM.
Company Gave A Special Offer On The Festival. To Maintain Good
Relationship With Retailers On Time Payment Of Incentives And
Commissions Should Be Ensured.
Tariff Plans Should Be Easy To Explain So The Retailer Can
Understand It Easily And Can Communicate It To Consumer In
Shorter Time Period.
99
SUGGESTIONS
The suggestions made as per the study and observations of the survey. The
scope of the study is a however limited.
1. Choose effective Media T.V. advertisement is the most influencing
medium. So the unpopular brand manufacturer should adopt this to
advertisement in the market. Other than T.V. medium, other media
such as friends, family member have weighted influence in making
purchase decision.
2. Proper retailer relationship During the analysis we find that
respondents advice to purchase GSM hand sets depend directly on the
advise of the retailer So the retailers would persuade them to make
positive attitude. Marketers should contact directly.
3. Brand promotion If we see overall analysis, the customer while
going to the market goes to buy a mobile generally the are not aware
about GSM or GSM. Vodafone as a brand should be promoted so that
some fear about the existence before purchasing the brand is removed
from the customers mind. This type of fear can be abolished by such
type promotional activities.
100
101
102
BIBLIOGRAPHY
Beri G.C., Marketing Research, Tata McGraw Hill Publishing
Co. LTD., New Delhi, Third Edition (2002)
Saxana Rajan, Marketing Management, Tata McGraw Hill
Publishing Co. LTD, New Delhi, Second Edition (2001)
Saxena R.S., Marketing Management, Himalaya Publication,
New Delhi, Ninth Edition (2000)
Kotlar Philip, Marketing Management, Pren Tice-hall of India
PVT. LTD., New Delhi, Ninth Edition (2002)
Bhandari, Research Methodology, Print 2004, Second edition
www.vodafoneinfocomm.com
www.google.com
www.vodafoneindia.com
www.ultavista.com
103
104
RETAILERS QUESTIONNAIRE
Retailer's name-..
Shop Address--..
Tel no.-
Total sales of a month________________________________________
1. Which kind of phone you would sell?
{a}Fixed wireless phone [
] {b} GSM [
] {c} GSM
{c}AIRTEL [
{b}VODAFONE
{d}IDEA
(d) Idea
105
]
]
{b}LG
{c}Samsung
{d}Other
] {b } Tata Indicom
{b } Tata Indicom [
(c) Airtel
(d) Idea
{b } Tata Indicom [
(c) Airtel
(d) Idea
{b } Tata Indicom [
(c) Airtel
(d) Idea
106
{a} 0-50
{b} 50-100
{b } Tata Indicom [
(c) Airtel
(d) Idea
{b } Tata Indicom [
(c) Airtel
(d) Idea
b) Schemes
c) Facilities
d) Advertisement
107
We are pleased to announce the vodafone postpaid retailer scheme for the
month of July 2006.
Your target for the scheme period is ______________ OTAFs as agreed by
you.
Scheme details:
Scheme period On OTAFs from 1st to 31st July 2006.
Scheme requirements:
Rewards slabs:
Slab
OTAFs
Reward
700.00
Note:- the incentive will be paid on the otafed (activated) in july 2006 and
subject to address verification positive.
108
All you have to do is complete your target and get your gift cheque from
vodafone.
Last months post paid performance.
MSP
Airtel
Hutch
Idea Tata
Nos.
Nos.
109
Mtnl
Total