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Advertising and Sales Promotion

Vodafone Advertising StrategyPresented by

Tanima Kapur

Pooja Rastogi

Mahima Agarwal

Prafful Sharma

Arjun Rathore

Rohit Singh

Shalini Kumari

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Introduction - Vodafone

• It is the largest mobile telecommunicationsnetwork company in the world by turnoverand has a market value of about £75 billion(June 2008).

• Vodafone currently has equity interests in 25countries and Partner Networks (networks inwhich it has no equity stake) in a further 42countries.

• The name Vodafone comes from Voice datafone, chosen by the company to "reflect theprovision of voice and data services overmobile phones.

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Orange ..pink and now red !!..Hutch is now Dead !!!

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Acquisition of Hutch

• UK-based Vodafone’s acquisition of Hong Kong-based

Hutchison Telecommunication Ltd’s.

• Hutch’s migration to the Vodafone brand was completed on 19-sep-2007 and renamed Vodafone Essar.

• Vodafone paid Hutch around 10 billion USD

• Vodafone Essar in India is a subsidiary of Vodafone Group Plc.

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Orange ..pink and now red !!..Hutch is now Dead !!!

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Advertising strategies of Vodafone Essar

• Ogilvy & Mather India the Ad Agency for Vodafone Essar.

• Vodafone Essar is Still Following the same Strategies whichwas already followed by Hutch.

• The agency, which manages Hutch’s outdoor campaigns, saysthe mobile phone company usually spent half of its ad budget

on outdoors and the new campaign to be released by themonth-end will see a 100% increase in outdoor spends asagainst last year.

• To announce the name change, the company has earmarkedan advertising budget of Rs 320 crore

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 – The Real Picture

• Vodafone have Covered All Over the Country with their Ads

in the Outdoor and other indoor Campaigns

• The Following are the Covered places which includesOutdoor and Indoor

 – Streets

 – Over and inside the Shops – Inside airports

 – Bus Stops

 – Bus Stands

 – Railway Stations

 – Buildings

 – Hoardings

 – Street Lights Hoardings

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STP PROCESS

• SEGMENTATION :

• Age

• Service usage

• List of service

• Geographical condition• Nature of customer whether insitutional customer or sole

customer.

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TARGETING

• Vodafone is adopting multisegment approach.They are offering

a series of diffrentiated products to their respective markets.

• Home calling cards for the families of those proffesional whouse to work abroad.

• Rupees 10 recharge for small users.

• Cheap and bulk sms facility service for youth.

• Facilities for circle users

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POSTIONING

• “where you go our network follows you” 

• Hutch as a brand ,always tried to connect with consumers insimple,honest and real manner while vodafone is more youngand fun brand. So consumer will see a shift reflecting a more

vibrant brand.

• The pug,Irfan khan.The zoozoos and now the parrot will alwaysbe retained for brand postioning.

• They are talking about the exclusivity of the network and theservice they are offering to the customer.

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Ad Pictures at different cities of India

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At Bangalore

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At Chennai in Trains

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At Airport

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At Airport

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At Airport

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At Airport

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At Airport

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At Airport

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At Airport

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The Famous Vodafone Zoo Zoo

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Vodafone’s competitor’s 

•

Com p eti tors i nMa rk et

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SWOT ANALYSIS

Evaluation (S WOT Analys is )Strengths 

Leading mobilecom pany in the UK.

Globally renowned

name

Weaknesses

Takeover of O2 or T-Mobile

Diversification into new

areas

Opportunities

Takeover of O2 or T-Mobile

Diversification into newareas

Threats

Threat of legal action byworkers.

Obvious threat fromother mobile tariffs e.g.Virgin

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Some famous zoos zoos ad

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NEW ENTRY:Vodafone Parrot

• After taking the nation by storm last year, the cute 'Zoozoos' in

Vodafone's ad are slowly losing out on their novelty factorleading to the introduction of an animated parrot in the telecomgiant's latest commercials.

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Vodafone Parrot in new Vodafone,s offer

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OUR RECOMMENDATIONS

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Recommendations

• Vodafone Ads can placed

 – In Traffic Signals to Engage the Customer in the waiting Time

 – In Bus Stand and Railway stations to Engage the Customer still

the get on their Work

 – As Paintings at the back of a building as Others do

 – As Decorative Designs to the Shops which influences Customer

more.

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THANK YOU