Vikas Singh

Confidential The Vodafone Brand

 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 85.82 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.

Confidential The Vodafone Brand

Customer Loyalty Ladder

PARTNER Customer acquisition costs 5-20 times more than customer retention SUPPORTER CLIENT CUSTOMER PROSPECT ADVOCATE

Confidential The Vodafone Brand

Customer Loyalty & Satisfaction

Loyalty is behavior of the customers. Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products/services perceived performance or outcome in relation to his or her expectations.

Confidential The Vodafone Brand

Loyal Behaviors
Buying from you. Buying more from you. Buying exclusively from you. Asking you for information. Paying attention to your information. Joining your club. Responding more strongly to your incentives, promotions and so on than other groups of customers. Notifying your about problems. Notifying your about successes. Paying you in time

Confidential The Vodafone Brand

Satisfaction
If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is delighted. Conclusion: Do not create high expectations.
Satisfaction is not ultimate goal of the company.
Confidential The Vodafone Brand

Confidential The Vodafone Brand

Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

Confidential The Vodafone Brand

We are committed to building the worlds most valuable communications brand

To be the World Leader in Mobile Communications.

Confidential The Vodafone Brand

We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy

Master Brand

Products & Services

The proliferation of sub-brands was hindering our ability to build Vodafone as the leading brand in our category

In a single brand hierarchy, there is only one brand; everything else is information to help customers navigate (this drove the implementation of our current naming strategy)

Confidential The Vodafone Brand

As a result we have achieved tremendous growth in our brand awareness and preference
Evolution of Spontaneous Awareness for Evolution of Spontaneous Awareness of Vodafone Brand Vodafone Brand (Global Level)
100
Spontaneous Awareness Level (Weighted based on countries' mobile populations)

Evolution of Preference for Vodafone Brand

82.0%

90 80

80.0%

78.0%
Preference amongst Users

70 60 50 40 30 20 10 0
00 0 Q2 Q3 Q1 Q4 20 01 Q2 Q3 Q1 Q4 20 02 Q2 Q3 Q1 Q4 20 03 Q2 Q3 Q1 Q4 20 04 Q2 Q3 Q1 Q4 20 05 Q2 Q3 Q1 Q4 20 06 Q2

76.0%

74.0%

72.0%

70.0%

Spontaneous Awareness
68.0%

66.0% FY0304 FY0405 Annual Performance Competition Vodafone FY0506 FY0607

Q1 2

January 2000 - July 2006

Confidential The Vodafone Brand

Our brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart

BRANDED CUSTOMER EXPERIENCE

MARKETING FRAMEWORK
BRAND COMMUNICATIONS

BRAND VALUES & ENGAGEMENT

Confidential The Vodafone Brand

We have put the customer at the centre of the Brand Building Exercise

A brand is what a brand does.

Arun Sarin, Ex-CEO Vodafone

The most valuable brands in the world are those

where the customer knows theyre going to get a good experience
Sir John Bond, Chairman, Vodafone

Confidential The Vodafone Brand

..and we have made a commitment to customers through our new Customer Promise

Our Promise to you

We value your time more than anyone else. Thats why, wherever you see Vodafone, you can expect: A network you can rely on when you need it Expert, friendly help and advice you only have to ask once When youre abroad, the services you need will be as easy to use as at home, and youll know what you are paying New and inspiring solutions to help you make the most of your time

14

WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008

Confidential The Vodafone Brand

We want our customers to feel appreciated, confident and inspired

Helping our customers make the most of their time We are by being therefore our voice is so our customers feel Red Passionate Rock Solid Trustworthy Restless Creative

Emotional
Appreciated

Direct
Confident

Inspiring
Inspired

...so our customers spend more time with us

Confidential The Vodafone Brand

Confidential The Vodafone Brand

Mobile Interaction Management- Bringing the brand idea to handset experience

An innovative Handset based Self Care application, that will allow our customers to access real time self care services directly from their phones.

Fitting into our Strategy

A capability that enables tailored on device self service and CRM transactions

Differentiation strategy: Relevant Reliable Easy to use Innovative Positioning strategy: To make the most of customers time!

Global strategy: Cost Saving in Europe Revenue Growth in Emerging Markets

It will radically improve the quality of users Interactions with their products and services, making things simpler and more easily accessible

Confidential The Vodafone Brand

I have some dispute with vodafone [Previously Hutch] from April 2007 about excess chargesmade by them and I have not paid the same and written a letter to them explain the contentbut so far up-to-day they have not given me any reply.now vodafone exist and they are demanding the balance amountand I have told them aboutthe fact but they told me on the phone that they cant do any thing now as Hutch is now nomore.

Then i told them, why are you demanding the money? only replying that
pending bill and make the payments.I have mail them, send the fax, send the letter by currier as they have disconnected my outgoing from 14/09/2009.They have send me the statement of Invoice from 10/12/1998 to 11/09/2009, in which it shows excess payment made by me. Now I am asking them to clarify me about adjustments you are showing, they are not willing to help me and demanding to make the payment. I have receivedthe bin for Sept,09 on 18/09/09 and made the payment on 19/9/09.I am paying the bill regularly in time and before the due date, even though they are chargingme Rs.100/- as mise charge. Now, can you help me to solve the problem. If you want, i can send you all the papers so youcan understand my difficulties.Hoping your reply, Thanking you, Yours Truly, H K shah
Confidential The Vodafone Brand

Confidential The Vodafone Brand

 Posted: 2008-02-28 by Gagan Jaiswal fraud in reteiler scheem settelment dear sir/madema am a small mobile retailer in Faizabad names saloni traders.this companies officer like r.m.a.s.m.z.m. offer me rs.200 peractivation in their scheem S.K.H.-7.i get loss some of 40,000.in this scheme. in next scheme S.K.H.-8 i made 625 no. of activation.but company paid 1st part of scheme for only 525 no. of activation. when company was settele 2nd part of scheme i got socking it was for only 225 activation.i do not accept that money.i ask when you accept and paid scheme for 525 no. of activation than

why u made fraud in this part.and they replied "jo karna hai kar lo mai
tumahara paisa nahi dunga Sir i request to u to send this matter to high class officer of this company expect up to sales head of gorakhpur zone in u.p. east. please

Confidential The Vodafone Brand

Confidential The Vodafone Brand

Confidential The Vodafone Brand

Thank-You!!!

Confidential The Vodafone Brand