Communication Strategy Of Vodafone 2k23j

COMMUNICATION STRATEGY OF

By :- GROUP - 5 (mysterious 6)

STUDENT,S PROFILE      

Introduction and general overview SWOT analysis Target market & objectives Product mix & product lines Marketing strategies Conclusion

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Nidhi Santosh Rahul Argha Shivanshu Argha

INTRODUCTION 

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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)

Vodafone 3G Campaign Acquired by Vodafone : 67% Stake

Introduction of Pug named „Cheeka‟

2011

2009 2007

Essar Acquisition Enters India: Maxtouch

2005 2003 2001

2000 1992

Converted to Orange: Hi Campaign

Turns Pink!!

Rebrandin g Campaign

Introductio n of Zoozoo

COUNTRY WISE OPERATIONS 

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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.

SWOT ANALYSIS 

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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 :    

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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.

 Competitors

in Market

MARKET SHARE

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.

VARIOUS PRODUCT MIX & MARKETING STRATEGIES. PRODUCTS      

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Prepaid Postpaid I-Phone 3G Magic box Handset World Calling Cards Gulf Calling Cards Vodafone PCO Vodafone Handyphone

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SERVICES Tunes & s Entertainment Devotional Sports News & Updates Call Management Services Finance Travel Mail, messaging & more Dial in Services Bill Info

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.

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 s.  It offers various pricing structures to suit different customer groups.  Monthly price plans are available as well as prepay options. Phone s 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.

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 ed 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

OFFICIAL SPONSOR FOR ENGLAND CRICKET TEAM SINCE 15 YEARS

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 

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” 

VODAFONE‟S DELIGHT and EVERYBODY‟S WELCOME CAMPAIGN

HUTCH CAMPAIGN“ Wherever you go our network follows”

REBRANDING CAMPAIGN“Change is good” “Happy to Help”

SPONSORSHIPS & EVENTS

ZOOZOO CAMPAIGNVAS “ Make the Most of Now” 3G “SuperHero”

THE HUTCH NETWORK WAS PERSONIFIED AS THE ADORABLE PUG DOG FOLLOWING THE CUTE LITTLE OWNER

REBRANDING CAMPAIGN- Brand Transition

CHANGE IS GOOD HUTCH IS NOW VODAFONE

HAPPY TO HELPVODAFONE CUSTOMER CARE SERVICE

Symbolize a mobile phone customer care service as willing and eager to help as the little pug HAAPY TO HELP

Vodafone 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.

INTEGRATED PLAN TV 25different aired during IPL2 ZOOZOO RECHARGE Ad.wmv

Print Supplementary with TV ads across all main newspapers

Outdoor Sponsorships- IPL2

Hoardings, billboards& kiosks

Internet Social Networking Sites : Facebook Fan Page abe ringtones, videos,etc Microsites: “What kind of Zoozoos are you?”

ZOOZOO MERCHANDISE

VODAFONE – THE ‘3G SUPERMAN’

TEASER ADS

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

„Email Super Week„ in Mumbai „Cricket Super Week‟ in Mumbai SUPER ZOOZOO in DLF, Saket and Ambience Mall

Branding on buses „Cricket Super Week‟ in

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.

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

RESULTS 

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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

CONCLUSION IMC APPROACH OF VODAFONE CAMPAIGNS