marketing management of vodafone

PROJECTADVERTISING

STRATEGY OF VODAFONE

By:- Rahul TuliRahman Danish

Vodafone i tse l f was formed in 1982 and was launched on 1 January 1985.

Vodafone name being der ived f rom the f i rm's goal of establ ish ing a voice and data serv ices over ce l lu lar te lecommunicat ion networks. Hence VO represents voice and DA symbol izes data.

In 1997 Vodafone in t roduced i ts new corporate Speech mark logo. Speech mark depic ts s tar t o f conversat ion.

This represents a quotat ion mark wi th in a c i rc le, suggest ing conversat ion.

Vodafone entered India in December 2005 Successfully rebranded 'Hutch' as 'Vodafone‘ in

2007. Rebranding included…

◦ “Change is good...” Baseline - “Hutch is now Vodafone”.

Background

‘Pink is now red as Hutch is Vodafone in India from September 21, 2007, officially announced in Mumbai.

Hutch VodafoneIs now

Pug’ taken over from Hutch, was the lucky charm for Vodafone.

IPL 2008 had Vodafone going in Pug for its ‘Happy to Help’ service.

Earlier Campaigns : Happy to help, Friend circle, Cheaper SMS.

Days before Zoozoo………

Advertisement characters promoted by Vodafone during the India Premier League Season 2 (IPL).

Campaign to communicate the VAS offered by the company.

The ads were created by Ogilvy & Mather, an agency under Executive Creative Director, Rajiv Rao, South Asia.

Zoozoos…

Prakash Verma of Nirvana Films. Filmed in South Africa with local crew. Movement, Talk, Gestures, Emotions, Costume

designs and artwork.

Making of Zoozoo

2 designs were considered◦Fat potato head◦Slim Version with bigger face

Egg head version finalized Characterization: Leads simple lives, emotes

like humans. Talk rubbish. Simple, Silly, Funny, Adorable. Hearty Laughs.

ZooZoo Design

SOME PICS OF MAKING OF ZOOZOOS…

Animations 10-15 times costlier than real people.

Zoozoos had low cost costumes. Speedy Schedules. 30 advertisements cost only Rs 3 Crores. 20-30 sec long.

Costs

Campaign penetrated both in the media as well as in social networking sites.

Representation of a common man depicted as a cartoon character ZOOZOO.

Wide media coverage, more precisely through video.

Easy and cheap moving picture leading to low production cost.

No celebrity endorser - No associated risks and costs.

STRENGTHS:

Difficulty in understanding faced by rural population.

WEAKNESS:

Targeted customers who would use VAS services.

Different kinds of VAS services were offered for different kinds of customers

Urban customers were more in focus.

Targeting

About 30 different TVCs for VAS including - Cricket alerts, beauty alerts, phone backup, Chota Credit, etc.

20-30 seconds ads with the message about the VAS.

Advertising - TVC

Magic Box Stock Alerts International Roaming Bhakti Saagar Dating Tips Voice SMS Fashion Tips Recharge Anywhere Ringtone Group SMS Call Divert

Background Music Exam Results Beauty Tips Phone Backup IPL commentary Cricket Alerts IPL contests Chotta Credit Maps Live Live Games Musical greetings

Themes for advertisement

Zoozoos dominating social networking sites Created Strong Association Wallpapers, ringtones, videos, contests,

pictures, stories etc of Zoozoos. Videos had 3million hits in 3 weeks. Most watched video. Most watched brand in breaks.

Success…

AIRTEL & IDEA are biggest competitors. Airtel launched ‘My Airtel My Offer’ with

Madhavan and Vidya Balan. Idea launched ‘Walk when you talk’ with

Abhishek Bachan.

The telecom battle

Low cost ads can make good impact. Concept is important Expensive Brand Ambassadors could be

avoided. Ads more relate to common man Most Importantly ‘Keep it simple’

Learning's

Thank You