Vodafone has been extremely successful, from the beginning, in capturing the mind share of Indian consumers with their attractive advertisements; adorable mascots $$Hutch$$ pug, zoozoo$$s; the story telling behind the changes in the logo; the brand name. As per the data available on the customer base growth, Vodafone has been quite successful in its marketing communication strategy. But the dilemma of Marten Pieters, CEO, Vodafone Essar Ltd$,$ is that despite this, the usage rate is low. Customers happily purchase the connection but are very stringent as far as using the services are concerned. Vodafone, therefore, needs to rethink and rede$$ne the marketing communication approach. $6.$ Conduct$$an$$internal$$and external$$analysis$$of$$the$$company$.$Use$$the$$SWOT$$

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