communication strategy of vodafone
TRANSCRIPT
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COMMUNICATION STRATEGYOF
By :- GROUP - 5 (mysterious 6)
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STUDENT,S PROFILE
Introduction and general overview- Nidhi SWOT analysis - Santosh Target market & objectives - Rahul Product mix & product lines - Argha Marketing strategies - Shivanshu Conclusion - Argha
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INTRODUCTION Vodafone Group is a British multinational telecommunications
company headquartered in London, United Kingdom. It is the world's largest mobile telecommunications company measured by revenues and the world's second-largest measured by subscribers (behind China Mobile), with over 391 million subscribers as of September 2011.
Vodafone owns and operates networks in over 30 countries. Listed in NASDAQ, London Stock Exchange, It is public limited company. A telecommunication giant around the globe. It was founded in 1991. Key people :- Gerard Kleisterlee (Chairman)
Vittorio Colao (CEO)
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1992
2000
2003
Acquired by
Vodafone : 67% Stake
Rebranding
Campaign
Vodafone 3G
Campaign
Enters India:
Maxtouch
Essar Acquisitio
n
Introduction of Pug named
‘Cheeka’
Turns Pink!!
2007
Introduction of
Zoozoo
Converted to Orange: Hi Campaign
2005
2009
2011
2001
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COUNTRY WISE OPERATIONS
Home country - London (U.K.) Host countries :-
U.S.A. Europe. Asia – Pacific regions
Australia, India, New Zealand, China, japan, Sri lanka, Bangladesh
Africa and the Middle East Egypt, Kuwait, South Africa, Qatar,
Ghana, U.A.E., Libya.
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SWOT ANALYSIS
Strengths :- A strong group of network transportation and
telecommunication business in europe, USA, and asia.
Strong presence in rising city markets in India. A globally renowed name.
Weakness :- presence of strong competitors like airtel,
reliance, BSNL(in India) and AT&T, Deutsche telecom, and british telecom(globally)
The American business is not strong. 80% of its business comes from Europe.
Does not have strong networks in the countryside.
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Opportunities :- Should rely on decreasing cost and increasing the income. Needs to investigate and improve upon the mobile
technologies. Good tax free offers and benefits. Untapped huge rural market. More usage of public figures than celebrities thereby
reducing the cost. Threats :-
Very high and competitive strong market. Threat of legal action by government and income tax dept.
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Competitors in Market
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MARKET SHARE
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TARGETED MARKET AND OBJECTIVES Majorly targeted to youths who thinks
strongly about which cell phone to buy?? and what service provider to use ??
Which service provider offers the greatest applications on web and coverage ??
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STRATEGIC OBJECTIVES :- Experimenting new age wireless technology. Near field communications(NFC) label that add
functionality to cell phones. OVERALL OBJECTIVES :-
To keep the existing customer. Increase diffusion of new data services (i.e
vodafone live!) Bring new technology and services. (i.e mobile
internet and 3G) Keep on giving the best quality and bring on
improvement. Try to develop and get hold of more customers.
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VARIOUS PRODUCT MIX & MARKETING STRATEGIES.
PRODUCTS
Prepaid Postpaid I-Phone 3G Magic box Handset World Calling Cards Gulf Calling Cards Vodafone PCO Vodafone Handyphone
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SERVICES Tunes & Downloads Entertainment Devotional Sports News & Updates Call Management Services Finance Travel Mail, messaging & more Dial in Services Bill Info
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Place: Vodafone UK operates over 300 of its own stores. It also sells through independent retailers e.g.
Carphone Warehouse. Customers are able to see and handle products
they are considering buying. People are on hand to ensure customers’ needs
are matched with the right product and to explain the different options
available.
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Price: Vodafone wants to make its services accessible to as
many people as possible: from the young, through apprentices and high powered business executives, to the more mature users.
It offers various pricing structures to suit different customer groups.
Monthly price plans are available as well as prepay options. Phone users can top up their phone on line.
Vodafone UK gives NECTAR reward points for every £1 spent on calls, text messages, picture messages and ring tones.
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PROMOTION :- Vodafone works with icons such as Zoozoos & Pug to communicate its brand
values.Above the line
Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively. This is known as above the line promotion.
Below the line Stores have special offers, promotions and point of sale posters to attract those
inside the stores to buy. Vodafone's stores, its products and its staff all project the brand image. Vodafone actively develops good public relations by sending press releases to
national newspapers and magazines to explain new products and ideas.Promotinal mix- Advertising- TV, Print, Radio, hoardings Value added services ads- Visual ads supported by Print ads Events- Mtv Splistvilla, Big boss etc. Sales Promotion- Special Prepaid bundle for Diwali
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ZooZoos was the perfect way to spread awareness. IPL season 2 had lot of scope to be taken advantage “Pug” the dog was the mascot for Vodafone. IPL 2008 Vodafone went in Pug for its “ Happy to help” service
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OFFICIAL SPONSOR FOR ENGLAND CRICKET TEAM SINCE 15 YEARS
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MOBILE PHONES ARE BECOMING AS INDISPENSIBLE AS WATER
Vodafone ‘ totally automated mobile Phone vending machine
Innovation Award at the annual UK Technology innovation and Growth award
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LEARNINGS
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”
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HUTCH CAMPAIGN-“ Wherever you go our network follows”
REBRANDING CAMPAIGN-
“Change is good”“Happy to Help”
ZOOZOO CAMPAIGN-VAS “ Make the Most of Now”
3G “SuperHero”
VODAFONE’S DELIGHT and
EVERYBODY’S WELCOME CAMPAIGN
SPONSORSHIPS& EVENTS
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THE HUTCH NETWORK WAS PERSONIFIED AS THE ADORABLE PUG DOG FOLLOWING THE CUTE LITTLE OWNER
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CHANGE IS GOODHUTCH IS NOW VODAFONE
REBRANDING CAMPAIGN- Brand Transition
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HAPPY TO HELP- VODAFONE CUSTOMER CARE SERVICE
Symbolize a mobile phone customer care service as willing and eager to help as the little pugHAAPY TO HELPVodafone kick-started ‘Happy to Help’, in Kerala, to help bring relief to commuters during heavy rains. Vodafone ushers were stationed with huge umbrellas at major railway stations in Kerala to help people to and from the platforms.
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INTEGRATED PLANTV
25different aired during IPL2
ZOOZOO RECHARGE Ad.wmv
Sponsorships- IPL2
PrintSupplementary with TV
ads across all main newspapers
OutdoorHoardings, billboards&
kiosks
InternetSocial Networking Sites : Facebook Fan
PageDownloadabe ringtones, videos,etc
Microsites: “What kind of Zoozoos are you?”
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ZOOZOO MERCHANDISE
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VODAFONE – THE ‘3G SUPERMAN’
Vodafone posted interesting message on their Facebook page which indicated a campaign that featuring ZooZoos describing about a flying object which eventually turns out to be the 3G Superman
TEASER ADS
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SUPER ZOOZOO in DLF, Saket and Ambience Mall
40 ft tall 3D Super ZooZoo cut out using LED lights on glasses and the Super ZooZoo smashing the wall deployed in Ahmedabad and Delhi.
‘Email Super Week‘ in Mumbai
‘Cricket Super Week’ in Hyderabad
‘Cricket Super Week’ in Mumbai
Branding on buses
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HOARDING
A series of hoardings deployed with creative using 3D effect wherein 'Super' ZooZoo was breaking the wall in parts and in the last creative emerges at the Superman.
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RESULTS
Videos had 3 million hits in 3 weeks Most watched viral videos for 2 weeks 88% awareness of the re-branding, a day
after 24 hour road block on Star TV network 327, 660 fans on the Facebook fan page
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CONCLUSION
IMC APPROACH OF VODAFONE CAMPAIGNS
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