Communication Strategiesin Perspective

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Asad KamranEMBA Fall-2016, Semester-I

Ace Institute Of Management, Kathmandu

A comparative analysis on communication strategies practiced by Roche Pharmaceuticals & Vodafone.

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Communication must be HOT.That’s Honest, Open, and Two-way.

Dan OswaldCEO of Business and Legal Resources (BLR)Brentwood, Los Angeles

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There is difference between doing communication and doing right communications.

Being Strategic!Communicating the best messageThrough the right channelsTo achieve organizational & communication-specific goals

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Roche Pharmaceuticals & Vodafone are two companies with different business dimensions.

World’s largest Biotech company with diverse portfolio of biopharmaceuticals since 1896.

One of the world’s largest, British multinational telecommunication company since 1984.

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Setting ObjectivesPrecisely identified set of communication objectives is paramount.

RocheWell defined Organizational objectives - translated into communication objectives with each message designed.Followed the same for integrated corporate publicity program “Body Zone Project”.

VodafoneKey objective - its message being clear & easy to understand - genuine impact on its audience’s choice making.

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Principles/ Concepts behind Communication“Roche’s Cycle of Care”

Research on Disease & Disease Therapy

Innovation in Diagnostics

Differentiated Medication (Pharma/

Biopharma)

Consumer Health Products (OTC)/

Vitamins

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Principles/ Concepts behind Communication“Vodafone’s Openness & Transparency”

Principle of “Openness & transparency” in sharing information about its products & services.

Staying in line with fast changing market - remain very clear & simple in explaining its new products & services.

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Communication ToolsRoche’s Body Zone Project

Integrated Approach to the Products!

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Communication ToolsVodafone’s Promotional activities

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Communication ToolsVodafone’s Promotional activities

Vodafone has given birth to the ZooZoo: a special character created specifically to convey a value added service (VAS) offering in each of the newly released commercials.

Helped the company raise not only its profits but also increased its brand value tremendously.

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Communication StrategyCustomer Relation Focused

“Body Zone” Project in Perspective

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INTERNAL COMMUNICATIONInvolving its employees in Body Zone project.Cross-divisional co-operation among representatives of company.Encouraged and helped to build a sense of corporate, rather than divisional or site, identity.Opened up lines of informal communication.Workforce gained much better knowledge about the activities of the different divisions.Employees more focused on corporate objectives.Added to the motivation of Roche’s staff tremendously.

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EXTERNAL COMMUNICATIONNumber of business benefits.Working in close partnership with Boots the Chemists created a network of valuable contacts.Meetings about the development of the project helped develop new communication routes into Boots the Chemists.Made important contacts with key customers and opinion leaders.

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Communication StrategyCustomer focused & product lead

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EXTERNAL COMMUNICATIONBeing open & transparent in communication - key approach.Verbal & non-verbal communications have been used.Verbal communication through its trained staff at its stores.Visual elements - advertisements in newspapers, television etc.Commitment to providing clear details for customers about new developments in research.Establishing credibility among its audience.Consultation with key stakeholders.Continuous dialogue with proper feedback from its focus groups.

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Vodafone’s Socially Responsible ImageBehind government’s legislation to promote the responsible use of mobile phones in cars.Translation of complex legal materials into simple languages to make it easy to understand.Campaigns on awareness of new laws & appropriate use of mobile phones.Making a sentimental attachment (Pathos) with its audience.

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INTERNAL COMMUNICATIONUsing intranet to promote better communication.Vertical & horizontal communication flow among its internal stakeholders.Proper connection between senior managers & other employees.Prioritize messages to its employees through their phones & email etc. to ensure targeted receipt & on time.

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CONCLUSION

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Roche being more focused on increasing its people’s motivation level & building a strongly coherent team remains stronger with its internal communication.

Vodafone remains more engaged with direct to customer communication.

Though both vertical & horizontal modes of communication are in practice at Vodafone Office yet it stands weaker in comparison with Roche in developing a coherent corporate environment in which employees feel more responsible & well motivated.

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Communication strategy practiced by both Roche Pharmaceuticals & Vodafone in their own business capacity has enabled them achieve the organizational objectives quite well.

Roche’s integrated approach towards its products & services & Vodafone’s key principles of being open & transparent have enabled them to speak to their audience in a very effective manner.

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THANK YOU

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