Confidential

The Vodafone Brand

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 acquisitioncosts 5-20 times more than customer retention

Customer Loyalty LadderCustomer Loyalty Ladder

SUPPORTER

ADVOCATE

PARTNER

PROSPECT

CUSTOMER

CLIENT

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The Vodafone Brand

Customer Loyalty & Satisfaction

Loyalty is behavior of the customers. Satisfaction is a person’s feelings of pleasure

or disappointment resulting from comparing a product’s/service’s perceived performance or outcome in relation to his or her expectations.

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The Vodafone Brand

Loyal BehaviorsLoyal 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…

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The Vodafone Brand

Satisfaction

If the performance falls short of expectations, the customer is dissatisfiedcustomer is dissatisfied.

If the performance matches the expectations, the customer is satisfiedcustomer is satisfied.

If the performance exceeds expectations, the customer is delightedcustomer is delighted.

Conclusion: Do not create high expectations.

Satisfaction is not ultimate goal of the company.

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The Vodafone Brand

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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 vulnerableto competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

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The Vodafone Brand

We are committed to building the world’s most valuable communications brand

‘To be the World Leader in Mobile Communications………….’

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The Vodafone Brand

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

Products & Services

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)

Master Brand

The proliferation of sub-brands was hindering our ability to build Vodafone as

the leading brand in our category

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The Vodafone Brand

Evolution of Spontaneous Awareness of Vodafone Brand (Global Level)

0

10

20

30

40

50

60

70

80

90

100

January 2000 - July 2006

Spon

tane

ous

Awar

enes

s Le

vel

(Wei

ghte

d ba

sed

on c

ount

ries'

mob

ile p

opul

atio

ns)

Spontaneous Awareness

As a result we have achieved tremendous growth in our brand awareness and preference

66.0%

68.0%

70.0%

72.0%

74.0%

76.0%

78.0%

80.0%

82.0%

FY0304 FY0405 FY0506 FY0607

Annual Performance

Prefe

rence

amon

gst U

sers

Competition Vodafone

Evolution of Preference for Vodafone BrandEvolution of Spontaneous Awareness for Vodafone Brand

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The Vodafone Brand

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

MARKETING FRAMEWORK

BRANDED CUSTOMEREXPERIENCE

BRANDCOMMUNICATIONS

BRANDVALUES &

ENGAGEMENT

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The Vodafone Brand

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

Arun Sarin, Ex-CEO Vodafone

“A brand is what a brand does.”

“The most valuable brands in the world are those

where the customer knows they’re going

to get a good experience” Sir John Bond, Chairman, Vodafone

Confidential

The Vodafone BrandMumbai, March 5, 2008

WFA/ISA - Global Advertiser Conference14

…..and we have made a commitment to customersthrough our new Customer Promise

Our Promise to you

We value your time more than anyone else. That’s 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 you’re abroad, the services you need will be as easy to use as at home, and you’ll know what you are paying

• New and inspiring solutions to help you make the most of your time

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The Vodafone Brand

We want our customers to feel appreciated, confident and inspired

Helping our customers make the most of their time

Red Rock Solid Restless

Passionate Trustworthy Creative

Emotional Direct Inspiring

Appreciated Confident Inspired

...so our customers spend more time with us

We are

by being

thereforeour voice is

so ourcustomers feel

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The Vodafone Brand

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The Vodafone Brand

• Relevant

• Reliable

• Easy to use

• Innovative

Mobile Interaction Management- Bringing the brand idea to handset experience

Differentiationstrategy:

To make the most of customer’s time!

Positioningstrategy:

• Cost Saving in Europe

• Revenue Growth in Emerging Markets

Globalstrategy:

Fitting into our Strategy

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

A capability that enables tailored on device self service

and CRM transactions

It will radically improve the quality of user’s Interactions

with their products and services, making things simpler and more

easily accessible

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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 can’t 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

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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

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The Vodafone Brand

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The Vodafone Brand

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The Vodafone Brand

Thank-You!!!Thank-You!!!