Vodafone

Submitted to: Prof. Anita Basalingappa

By: Group No. 9

Hussain Tiewala,

Rashi Jain,

Gayathri Swaminathan,

Niyomi Shah,

Vanessa Rebelo,

Alysha Thrani

[Type the abstract of the document here. The

abstract is typically a short summary of the

contents of the document. Type the abstract of

the document here. The abstract is typically a

short summary of the contents of the document.]

Context Page No.

Objectives of the Brand Auditing 3

Background of the Cellular Service Industry 3

About Vodafone 4

Brand Transition 5

Brand Awareness 6

Brand Image 10

Brand Value and Brand Personality of Vodafone 10

Brand Essence 11

Vodafone’s Marketing Mix-4P’s 11

Marketing Strategy 12

Brand and Customer Communications 15

Promotional Strategy Evaluation 16

Survey Analysis 17

Conclusion 17

Appendix 18

Page 1

OBJECTIVES OF THE BRAND AUDITING

To know the current market scenario of the Vodafone Cellular Services

To evaluate the brand transition that Vodafone went through

To focus on Vodafone’s brand awareness through sponsorship, advertisements, etc.

To understand what is Vodafone’s brand image

To know the Marketing-Mix so as to understand the brand identity

To find out the customer response for the Vodafone’s Services.

BACKGROUND OF THE CELLULAR SERVICE INDUSTRY

There are 140 million cellular subscribers in India and with a total population of 1.1 billion,

this means that 12.7% of the population uses cell phones. In November of 2006, India

reached 100 million GSM subscribers. This places the country at no 3 right behind China and

Russia, in national subscribers to GSM. Comparing our numbers to that of China who has

449 million subscribers and a population of 1.3 billion, with 34.5% saturation. Both China

and India have cellular concentrations in their major cities, with some spotty coverage in

outskirt villages. The major cities of Delhi, Mumbai, Kolkata, and Chennai make up about

20.7% of cellular usage. Not only does the country have room for growth, but the

government's goal was to have 500 million subscribers by 2010. GSM will provide the

pathway for this growth as will expansion of companies. With this in mind, finding an

entrance into the Indian cellular market can be difficult. So, many of the companies have

operations in other countries and are not a pure play. Hutchison Telecom Int Ltd (HTX) is a

multinational corporation based in Hong Kong, whose Indian operation, Hutchison Essar,

had an impressive 25% market share in Delhi, Mumbai, Kolkata, and Chennai. They also had

an impressive presence in the smaller cities and more rural areas of India. Their business in

India was just a piece of the puzzle, as Hutchison Telecom had operations in a number of

Asian markets. HTX were looking to sell off the Hutchison Essar division, for 14 billion

USD. Many buyers came forward interested in HTX such as Maxis Communications BHD

[5051.KU], U.S. private-equity company Texas Pacific Group [TPG.XX], Vodafone Group

PLC (VOD), India's Reliance Communications Ltd. [532712.BY], and India's Essar Group.

Page 2

Vodafone stands 9th position among all over the world’s brands in the terms of brand value.

ABOUT VODAFONE

Vodafone was formed in 1984 as a subsidiary of Racal Electronics. By 1991, it was a

separate organization, known by its present name, and with its first controlled overseas

operation in Malta. A combination of acquisitions and partnerships with other networks has

made Vodafone the world’s largest mobile telecommunications company, with equity

interests in 26 countries across five continents and partnerships in another 14. Vodafone is

teaching itself quickly to have a deeply ingrained customer understanding in order to make it

lively while developing the scale, scope, and power of a large multinational. The focus on

customer understanding and segmentation knowledge is highly important to insure that

Vodafone doesn’t get slow and lifeless and is able to deliver on customer needs rapidly.

Page 3

Vodafone is the world's largest mobile telecommunications community, employing over

65,000 staff and with over 130 million customers. The business operates in 25countries

worldwide across 5 continents &40 partner network with200 million customer worldwide.

Vodafone is a public limited company with listings on the London and New York stock

exchanges. Global recognition of the Vodafone brand is growing as the company rolls out its

identity into new markets. However, it retains local names and imagery in markets where this

is essential to maintaining the trust of customers. To help promote its image worldwide,

Vodafone uses leading sports stars from high profile global sports, including David Beckham

and Michael Schumacher.

Vodafone Essar in India is a subsidiary of Vodafone group & commenced operation in 1994

when it predecessor Hutchison telecom acquired cellular licenses for Mumbai. Now it has

operations in 16 circle covering India's mobile customer base with 34.1 million customers.

Vodafone Essar under hutch brand has named the most respected telecom company best

mobile service in country. They are most effective & creative advertiser of the year.

Vodafone has partner with Essar group as its principal joint venture partner for Indian

market. Vodafone launched their brand across in India on 21st September 2007

BRAND TRANSITION

The world’s leading mobile telecommunication company completed the acquisition of

Hutchison Essar in May 2007. The company was renamed formally to Vodafone Essar by

June 2007 and it was launched all across India in September of 2007 with “Hutch is now

Vodafone” campaign. The launch unveiled nationally through a high profile campaign which

covered all important media. The transition from Hutch to Vodafone is probably the largest

brand change ever undertaken in India. It was even bigger than Hutch’s own previous brand

transition from Orange. The migration was one of the most comprehensive and fastest brand

transitions in the history of Vodafone Group with over 350 Vodafone stores, over 1,000 mini

stores, 35 mobile stores, 400,000 multi brand outlets and over 3,000 touch-points that were

rebranded in two month of the launch and over 60% were transformed within 48 hours of the

launch.

Page 4

This print advertisement indicates Brand Transition from Orange (orange) – Hutch (pink) – Vodafone (red).

Source: Times of India, September 2007

The new campaign’s main message was that the new Vodafone is the same old Hutch or even

better thus “Change is good, Hutch is now Vodafone” tag line. Hutch’s popular and well

known brand ambassador - pug, was carried forward by Vodafone in these new

advertisements that were broadcasted all across India. Pug was a very important symbol for

Hutch because the customers associated the pug with Hutch. Vodafone used this to their

benefit by carrying forward the pug. The launch advertisements were very simple and basic,

they were sending out a basic message of how “change is good. Hutch is now Vodafone” but

Vodafone used the pug.

Vodafone transition was considered to be one of the biggest and their marketing and

branding strategies has provided them with a label of being one of the best

telecommunication companies in India.

BRAND AWARENESS

Vodafone’s advertisements too have been one of the best advertisements on the Indian

television. The rebranding campaign was the most crucial because the main message of the

brand transition was that the new Vodafone is the same old Hutch.

It goes from “Where ever you go, your network will follow” to “Make the most of now” to

“power to you”. The transition from Hutch’s pug to Vodafone’s pug marketing campaign

was more of an awareness campaign rather than a marketing one. This informed the

customers how Hutch is now Vodafone. Hence, Vodafone’s advertisements and marketing

campaigns have always been to the point, in the face of the consumer and direct. This helped

Page 5

Vodafone to build its brand and create awareness about its brand amongst old, current and

potential customers.

Usually awareness for a new brand takes some time to build. However, Vodafone wanted to

achieve this task at the shortest possible time. Hence, Maxus and Star Network worked

closely to address this challenge and came up with the idea wherein during the day of the

launch a complete roadblock on the Star Network channels was conceptualized. Considering

that the Star Network is the lead network in India, this was the most apt platform for

Vodafone launch. This strategy helped not only in achieving build rapid brand awareness but

it also helped to break the clutter during such an important launch in the a popular telecom

industry. This is a first of its kind mega media initiative in India by any brand. While the

campaign was heavy on television, it also included all other media vehicles. The print

campaign kicked off on 21 September, a day after the television splash.

Vodafone had tied up with Star India to run a complete roadblock of its fresh campaign on

the entire network by unveiling the 24-hour nationwide rebranding campaign. Vodafone used

all of the commercial airtime across all 13 channels in five languages (Hindi, Tamil, Bengali,

Marathi and English) from 9 pm on 20 September to 9 pm on September 21.

This advertisement is making the existing customers and potential customers aware that Hutch has now been taken over by Vodafone. They used the pug to show the change as people were

well aware of the animal and it was very famous.Source: Business India, November 2007

Page 6

This exercise included TV commercials, transition bumpers and contest spots to promote the

Vodafone Essar brand. Commercial spots had also been purchased on Sony. After three

weeks of extensive broadcast of Vodafone brand through several ads over TV, newspaper,

magazines, glow-signs, hoardings, posters, web and even PVC board nailed into stem of trees

left a shadowing sense in people’s mind. Thus, creating a sense of awareness amongst

customers and potential customers

Vodafone’s brand awareness has been created through the message it delivers, the

images(logos), slogans, tag lines, sponsorships and advertisements. Vodafone’s slogans and

tag lines like “Make the most of now” and “Happy to help” are also displayed in every

television commercial, print ad or any other form of communication. Its slogan enhances

Vodafone’s USP being customer service and communicates this to its audience, hence

informing its customers about the brand.

Vodafone sponsors several leading sporting brands including the record breaking Ferrari

Formula 1 motor racing team and Manchester United, one of the world's most successful

football clubs. It is a good way of increasing brand awareness, which helps to generate

consumer preference and to foster brand loyalty.

Vodafone came up with these advertisement (both in form of print and TV commercials) making

people aware about the change.

Page 7

Sponsoring these leaders is an integral part of Vodafone's corporate and marketing strategies,

which are designed to make the company one of the world's best known brands. As a winner

itself in its own line of business, Vodafone sees good sense in being associated with other

winners, and being involved in an aspirational activity which excite the public. This in turn

helps create Vodafone to be recognized and correctly associated by the customers.

A sponsorship partnership involves identifying a shared set of objectives, and also leveraging

a set of additional benefits from partnership - which in this case involves providing a range of

value added services to users that enhance consumers' use of the latest technologies such as

Vodafone live.

A company can reinforce awareness among its target market by sponsoring an event or

organization that attracts a similar target market. Vodafone's strategy is customer focused and

product led; the company is continually developing new products and services which utilize

the latest technological advances.

There is another advertisement in which the pug is covered with a red blanket and he pops

his head out and the tag line appears. This advertisement implies the new change that has

occurred which is that Vodafone Essar has taken over Hutch. Another aspect of Hutch that

was carried forward was the tune of “You and I” which played in Hutch advertisements now

played in Vodafone advertisements at a happier or chirpier manner. The print advertisements

in several leading dailies in many languages were also kept this simple. They also used the

color red, a pug inside the kennel. Hoarding also used these tactics. Vodafone represents

dynamism, high energy and young vitality which are all represented by its bright red logo

and this is why a more energetic tune and feel was used in the advertisements.

After the launch was completed with success and Vodafone received news of how the launch

worked as they expected they then introduced a new tag line which is “Happy to help…Make

the most of it”. Something very interesting happened in terms of Vodafone advertisement

during 2009 cricket matches Vodafone launched a new line of advertisement with a new

brand ambassador which was called the “Zoo zoos”. This created a lot of talk and Vodafone

received a lot of positive feedback. The interesting aspect of this new line of advertisement is

that Vodafone took 2 years to launch a new or different brand ambassador. For 2 years

Page 8

Vodafone used pug as their main character to keep the customers hooked to them to get them

so well known.

BRAND IMAGE

It is a unique set of associations in the minds of customers concerning what a brand stands

for and the implied promises the brand makes. Brand image is the image of a good or service

which is formed in the customer’s mind. Whereas, company image is the valued customers,

potential customers, lost customers and other groups of people connect with the organization.

It is the sum of all tangible & intangible traits. It's anything & everything that influences how

brand or a company is influenced, how brand or a company is perceived by its target

constituencies. It is the best, investment a company can make.

In our report we are looking at the brand image that the company ‘Vodafone’ has formed

over the years besides the transitions that it went through. We are also going to look at how

at present customers perceive Vodafone with the help of a survey to be carried out and check

how many people who use connections other than Vodafone are ready to switch.

BRAND VALUE & BRAND PERSONALITY OF VODAFONE

A series of new corporate values and four desired brand personality traits for Vodafone were

identified:

Energetic

Passionate

Proactive

Expert

To instil the new brand personality traits within the attitudes of employees at Vodafone, it

chose a teaching method that involved hands-on "experiential learning" using a range of

sensory techniques. At each learning event, employees were immersed in a friendly, themed

environment which exuded the new Vodafone brand personality.

They focused on three core programmers to reinforce the new company branding. A series of

live events called Winning Together was used to inspire the company's 400 retail employees

and equip them with world-class sales skills.

BRAND ESSENCE

Page 9

Vodafone’s brand essence is:

Red: For the passion and spirit.

Rock Solid: dependable and empathetic

Restless: always challenging to improve and being funny.

VODAFONE’s MARKETING MIX – 4P’s

The marketing mix is a combination of many features that can be represented by the four Ps

namely :

· Product - features and benefits of a good or service

· Place - where the good or service can be bought

· Price - the cost of a good or service

· Promotion - how customers are made aware of a good or service.

Product

A product with many different features provides customers with opportunities to chat, play

games, send and receive pictures, change ring tones, caller tunes, receive information about

travel and sporting events, obtain billing information and other customer related services -

and recently view video clips and send video messages.

· Vodafone live! Provides on-the-move information services.

Blackberry services made available to Vodafone customers.

Place

· Universal customer helpline which is toll free and 24 hour assistance all over India.

· Dedicated Vodafone Stores for all product information at convenient locations(in major

cities) around the country.

· 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.

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.

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· Monthly price plans are available as well as prepay options. Phone users can also top up

their phone on line.

· Vodafone offers mobile number portability system for all those want to retain their numbers

from other service providers.

Different tier schemes and packages offered for prepaid and postpaid customers.

Promotion

The celebrity brand ambassador for Vodafone is Irfan Khan.

There have been various promotions in Vodafone such as the transition of brand name from

Hutch with the pug as its symbol to Vodafone with the current Zoozoos and “Power to you”

campaign.

Various sponsorships in leading events such as Manchester United, Ferrari F1 and the

Cricket World Cup.

Various kiosks at large malls and other popular centers.

Above the line

· Advertising on TV, on billboards, pages on social networking media such as Facebook and

Twitter, in magazines and in other media outlets reaching large audiences and spreading the

brand image and the message effectively.

Below the line

· Stores have special offers, promotions and point of sale posters to attract those inside the

stores to buy its products.

MARKETING STRATEGY

Advertising Vodafone works with icons such as David Beckham to communicate its brand

values. Advertising is largely done on TV, on billboards, in magazines and in other media

outlets which reaches large audiences and spreads the brand image and the message very

effectively. Besides Stores have special offers, promotions and point of sale posters to attract

those inside the stores to buy. Vodafone actively develops good public relations by sending

press releases to national newspapers and magazines to explain new products and ideas.

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Nothing has been as popular as cricket during cricket seasons in India. The recent ads of

Vodafone, telecom provider in India, named ‘ZooZoo’ have got an exception to it. The

ZooZoo ads have melted the millions of Indian hearts making it more popular than India

Premier League (IPL – Twenty20 cricket).

In 2007, Vodafone acquired 67% stake in Hutchison and re-branded Hutch telecom into

Vodafone. Following is the story told by the ads it of how Hutch’s brand image transitioned

to Vodafone’s brand image while pulling along the consumer’s perceptions and preference

towards the Hutch brand.

The Hutch Brand – ‘Wherever You Go Our Network Follows’ Hutch had a very strong brand

personality. The slogan “Wherever you go our network follows’, was closely tied up with the

Hutch – Pug campaign. The ads had a very simple message that was communicated through

the dog with backdrop of a beautiful song.

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Vodafone using both pug and the Zoo-zoo’s that was a great success among the consumers. Both the pug and the Zoo-zoos was adored and accepted by the people.

Source: Times of India, 2009

The Hutch network was personified as the dog and the Hutch brand automatically drew the

brand personality of being adorable, cute. The dog was named Hutch dog and became very

popular in India. The dog became the brand ambassador and a great brand asset to Hutch.

Hutch leveraged this popularity of the dog and used the dog in its websites and in all its

communications.

Vodafone – India Launch

Vodafone differentiates itself from other telecom operators through its value added services

(VAS) and it wanted to educate the customers about it. Unfortunately, the hutch dog had its

limitations and was fired from the commercials and Vodafone brought in traditional

commercial with adults to stress on the VAS.

These ads didn’t appeal much although communicated the message very well. The ads were

no more sweet and cute although they had a wider appeal owing to the young generation in

Page 13

the ads and the intentional humour. But just when everyone thought that these cute ads have

grown into adults there come the savoir – Zoo Zoo ads by O&M. They simply did the job of

communicating the various VAS in a fascinating way. I can say they are simply the best.

The Vodafone’s services were personified as quirky and lively personalities named Zoo Zoo.

The comical way of communicating the message brought in the good old connection what

Hutch earlier had with people. I can hear the whispering that the Hutch’s ad are ‘cute’ again

or even ‘cuter’.

Vodafone India understood what Hutch stood for and tried to connect to people in the same

way. Vodafone could have forced its global appeal to Indian market but, it didn’t, rather it

created a whole new persona for itself in the Indian telecom market. This confirms that there

are no global brands but there is definitely global brand management. Hats off to Vodafone

are for being global and local in their approach. I would say the Hutch to Vodafone brand

transitioning is one of the greatest brand transitions in this world of brands.

Vodafone is continuing to invest in the mobile advertising market .Vodafone already has an

offer of advertising spaces aimed at advertisers and advertising agencies covering various

formats on offer on the Vodafone live portal that is header banners, channel sponsorship and

sponsorship of free MMS alerts.

Vodafone aims to strengthen its relationship with media agencies and advertisers to ensure

that all players in the market are aware of mobile advertising solutions. The Vodafone Group

already offers mobile advertising solutions in 19 countries around the world, confirming the

growing importance of the mobile advertising business worldwide.

BRAND AND CUSTOMER COMMUNICATIONS

Vodafone has continued to focus on delivering a superior, consistent and differentiated

customer experience through its brand and communications activities. A new Marketing

Framework has been developed and implemented across the business, which includes a new

vision of expanding from mobile only to total communications “to be the communications

leader in an increasingly connected world”. Brand and customer experience continues to

implement Vodafone’s promise of “helping customers make the most of their time”.

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To enable the consistent use of the Vodafone brand, a set of guidelines has been developed in

areas such as advertising, retail, online and merchandising, all including detail on how to

make the brand work across every touch point.

In September 2007, Vodafone welcomed India with the “Hutch is now Vodafone” campaign.

The migration from Hutch to Vodafone was one of the fastest and most comprehensive brand

transitions in their history, with 400,000 multi brand outlets, over 350 Vodafone stores, over

1,000 mini stores, over 35 mobile stores and over 3,000 touch points reframed in two

months, with 60% completed within 48 hours of the launch.

Vodafone regularly conducts Brand Health Tracking, which is designed to measure the brand

performance against a number of key metrics and generate insights to assist the management

of the Vodafone brand across all Vodafone branded operating companies. This tracking has

been in place since 2002 and provides continuous historical data against key metrics in all 19

Vodafone branded operating markets. Each operating company manages a study that

complies with the standards and methodology set by Vodafone Group Insights. An external

accredited and independent market research organization provides global coordination of the

methodology, reporting and analysis. As a result of these activities the Vodafone brand is

now ranked number 11 in the Brand Top 100 global brands list, recently published in The

Financial Times. For the 2008 financial year, Vodafone brand preference among its own

users reached 81.9%, up 2.0 percentage points on the previous financial year, and a

performance level that is 1.0 percentage point higher than its closest competitors. In addition,

the brand consideration among non-users of the brand has increased in the 2008 financial

year to 33.5%, 1.8 percentage points above its market share.

PROMOTIONAL STRATEGY EVALUATION

Brand Identity Improvement of Vodafone over a period of time

1. At most beginning – only Product/Service

2. Start Branding

3. Branding started with strategic management

4. Came –up with Marketing Mix

5. Brought IMC (Integrated Marketing Communication) with innovative promotional

strategy

6. Current Scenario of Vodafone

Page 15

SURVEY ANALYSIS

From our survey we notice that 40% of the people have a Vodafone connection while 33%

have an Airtel connection. In the survey, Vodafone was considered the best service provider

with one third of the population voting for it.

Almost half of the entire population considers the quality of network provided and coverage

to be the best feature in Vodafone, whereas only twenty percent of the people considered as

value for money. When the consumers were asked which feature of Vodafone reminded them

of the company, almost two thirds of the people said that the Zoozoos were a symbol for

Vodafone. It was also noticed that promotions with F1 and Louis Hamilton were not popular

within the masses. 25% of the people believe that Vodafone needs to improve its voice

clarity and customer service quality. 100% of all the applicants were able to recognise the

transition of Hutch to Vodafone. 46.66% of the people were of the opinion that the Zoo-zoo’s

were the most successful ad campaign by Vodafone. And almost 75% of all the people

surveyed knew about the transition of Orange to Hutch to Vodafone. 53% of the people

considered the Zoo-zoo’s to be the symbol of Vodafone whereas 46% still consider the pug

to be the dominant identity of Vodafone.

CONCLUSION

100% of the people knew that Vodafone was

transformed from Hutch shows that the brand

transition was a successful transition. When

surveyed about the brand image of Vodafone

through our questionnaire, two-third of the

people had the image of the Zoo-zoos in the

minds when asked what comes first to their mind

when the word Vodafone is said. But still pug,

was pretty famous among the consumers.

Regarding brand awareness promotion with F1

and Louis Hamilton was not famous. Also Most

people responded to the advertisement campaign

more than any other awareness campaign, we

conclude this because most people associated

with zoozoos and the pug rather than “u and I” or

the symbol of Vodafone.

Page 16

APPENDIX

Questionnaire

Name: Age:

Profession:

1. What Cell phone service provider do you subscribe to?

a. Idea

b. Vodafone

c. Airtel

d. Reliance

e. Tata

f. Other

2. Which cell phone service provider is the best?

a. Idea

b. Vodafone

c. Airtel

d. Reliance

e. Tata

f. Other

3. Why are you with your service provider? / What do you think is Vodafone’s best quality

a. Value for money

b. Coverage & Quality

c. Switching costs

d. Schemes & Benefits

e. Others __________

4. What comes to mind when you think about Vodafone

a. Red & White Scheme

b. Walk n Talk

c. Pug

d. Zoo Zoo’s

e. F1 & Louis Hamilton

f. Happy to Help

Page 17

g. Express Yourself

h. Make the most of now

i. Others____________

5. What impedes Vodafone from being the best Cell phone service provider

a. Coverage & Voice clarity

b. Customer Service quality

c. Pricing

d. Schemes

e. Others______________

6. Which was the company that Vodafone took over?

7. According to you which ad campaign ad was more effective

a. Pugs

b. Zoo zoos

c. U and I (music)

d. Happy to help (Vodafone)

8. Which of the following companies are the parts of the same brand today?

a. Airtel

b. Vodafone

c. Idea

d. Orange

e. Aircel

f. Hutch

g. Virgin Mobile

h. Dolphin

Page 18

i. Max Touch

j. Garuda

9. When you think of Vodafone, do you picture

a. The pug

b. Zoo Zoos

10. Recommendations & Suggestions

Page 19

Survey Compilation

Questions

1 2 3 4 5 6 7 8 9

NameAnuj c c a a,d b Hutc

hd d,f a

Naina b b d a,d,h

d Hutch

b,d

d,f,I b

Aditya b b b c,d a Hutch

c d,f b

Rohan a a a c c Hutch

b d,f,I b

Ankita Das

d d c f c Hutch

a b

Priya c c b d d Hutch

c a b

Hemlata d d d d b Hutch

d f b

Rutuja a a b c e (Ad)

Hutch

a f a

Mrittika b b d d a Hutch

b b,d,f

a

Ria b a d a c Hutch

b b,d,f,i

a

Varun c c a,b,d

c,d,f,h

b,e (Ad)

Hutch

b b,d,f,i

a

Avinash b e b d a Hutch

a b,d,f

a

Minesh c c e d a,c Hutch

b b,d,f,i

b

Sohrab c b b d,e b Hutch

b b,d,f,i

b

Gautum b b b h c Hutch

a b,d,f

a

Tina c c a a,d b Hutch

d d,f a

Tracy a a a c c Hutch

b d,f,I b

Abhishek b b d a,d,h

d Hutch

b,d

d,f,I b

Niyomi a a a c c Hutch

b d,f,I b

Rashi d d c f c Hutch

a b

Gayatri c c b d d Hutch

c a b

Mohammed

b e b d a Hutch

a b,d,f

a

Sonali d d d d b Hutch

d f b

Dharmi a a b c e Hutc a f a

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(Ad) hTulsi c c a,b,

dc,d,f,h

b,e (Ad)

Hutch

b b,d,f,i

a

Vanessa c c a,b,d

c,d,f,h

b,e (Ad)

Hutch

b b,d,f,i

a

Ashish a a b c e (Ad)

Hutch

a f a

Urvi c b b d,e b Hutch

b b,d,f,i

b

Sushant b b d a,d,h

d Hutch

b,d

d,f,I b

Renu b b b h c Hutch

a b,d,f

a

Santosh c c a a,d b Hutch

d d,f a

Maya b e b d a Hutch

a b,d,f

a

Vidhi c c e d a,c Hutch

b b,d,f,i

b

Neehar b a d a c Hutch

b b,d,f,i

a

Nandi d d c f c Hutch

a b

Samrit b b b c,d a Hutch

c d,f b

Ruhi c c b d d Hutch

c a b

Vishwa d d d d b Hutch

d f b

Utsav b b d d a Hutch

b b,d,f

a

Samarjeet

b b d d a Hutch

b b,d,f

a

Kavit b a d a c Hutch

b b,d,f,i

a

Rishabh b b b c,d a Hutch

c d,f b

Nimisha c c a,b,d

c,d,f,h

b,e (Ad)

Hutch

b b,d,f,i

a

Radhika c c e d a,c Hutch

b b,d,f,i

b

Trishla c b b d,e b Hutch

b b,d,f,i

b

Jehaan b b b h c Hutch

a b,d,f

a

Questions

1 2 3 4 5 6 7 8 9

Total a 6 9 9 12 12 12

3 21

45 b 18 15

21 0 12 21

21 24

Page 21

c 15 12

3 12 15 6 33 0

d 6 6 12 30 6 9 39 0e 0 3 3 3 6 0 0 0f 6 0 0 39 0g 0 0 0 0 0h 9 0 0 0 0i 18j 0

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What Cell phone service provider do you subscribe to?

Which cell phone service provider is the best

Why are you with your service provider? / What do you think is Vodafone’s best quality

what comes to your mind when you think of vodafone

what impedes vodafone from being the best service provider

which was the company that vodafone took over

According to you which ad campaign was the most effective

which of the following companies are part of the same brand today

when you think of vodafone, what do you picture

a 13.33333 20 20 26.6667 26.6667 100 26.66667 6.666667 46.6667b 40 33.3333 46.66667 0 26.6667 46.66667 46.66667 53.3333c 33.33333 26.6667 6.666667 26.6667 33.3333 13.33333 73.33333 0d 13.33333 13.3333 26.66667 66.6667 13.3333 20 86.66667 0e 0 6.66667 6.666667 6.66667 13.3333 0 0 0f 0 86.66667 0g 0 0 0h 0 0 0i 0 40 0j 0 0 0

0 0

40% is vodafone. 33% is aircel

one third of the survey population said that vodafone is the best

around half the people think that vodafone has the best quality and coverage

the zoozoos are considered to be the best sign of vodafone according to 66% of the people.

it is considered to be expensive

each person who took the survey was aware that hutch has been taken over by vodafon

half the people think that the zoozoos are the most successful ad campiang in vodafone

approximately 75% of all the people surveyed know about the brand transitions in vodafone

53% of the people think if the zoozoos as the symbol of vodafone.

e

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