COMMUNICATION STRATEGYOF

By :- GROUP - 5 (mysterious 6)

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

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)

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

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.

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.

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.

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 ??

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.

VARIOUS PRODUCT MIX & MARKETING STRATEGIES.

PRODUCTS

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

SERVICES Tunes & Downloads 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 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.

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

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”

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

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

CHANGE IS GOODHUTCH IS NOW VODAFONE

REBRANDING CAMPAIGN- Brand Transition

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.

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?”

ZOOZOO MERCHANDISE

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

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

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.

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

CONCLUSION

IMC APPROACH OF VODAFONE CAMPAIGNS