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Comparison of outdoor advertizing between vodafone & airtel..

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Imc report

  1. 1. PREFACEWe feel great pleasure in presenting report based Comparative analysis of outdoor advertizingbetween Vodafone & Airtel. The report contains useful and preliminary data regarding variousoutdoor advertize performed by Vodafone & Airtel. By combining the theoretical and relevantdata of the report we have Data regarding various characteristics which are useful to study of thecomparison of outdoor advertize by Vodafone & Airtel.Necessary information were collected and made to give real picture of explanation. We havetried to present all theoretical as well as practical knowledge through simple language. We wouldfill our efforts amply rewarded and our report a successful one if it proves to be useful guide tocompany for whom it is intended. After studying all we have finally reached the conclusion ofthe report.
  2. 2. AcknowledgementFirst of all, I would like to thank my parents who always appreciate and influence me to do hardwork and blessing of God is always with me.I would like to thank my Institute Project guide Ms. Varsha Turi for giving me this opportunityto work in the real world and know the complexities and to learn the practical aspects of theIndustry. This project was an excellent opportunity for us to relate our classroom Knowledge topractical world.Last but not the least I would like to thank all the classmates to help me in this project &providing me the information that was helpful in complete this report.
  3. 3. Executive Summary
  4. 4. Comparative analysis of outdoor advertizing between Vodafone & AirtelVarious outdoor advertizing types Any advertising done outdoors that publicizes your businesss products and services.Types of outdoor advertising include billboards, bus benches, interiors and exteriors of buses,taxis and business vehicles, and signage posted on the exterior of your own brick-and-mortarlocation. Outdoor advertising works well for promoting your product in specific geographicareas. While billboards, bus benches, and transit advertising can be very effective for the small-business owner, any successful outdoor campaign begins with your own locations signage. Your outdoor sign is often the first thing a potential customer sees. Your sign shouldbe sufficiently bright and conspicuous to attract attention (without being garish) and sufficientlyinformative to let prospective customers know whats sold there. Ride around town and observe which signs catch your eye. Note which ones dont.Then think of the impression each sign gives you. Remember that you never get a second chanceto make a first impression, so give this important marketing tool your best efforts. If youre involved in a business that has a fleet of vehicles conducting deliveries orproviding a service, your companys name, logo, and phone number should be clearly visible onthe vehicles. Its free advertising that allows you to increase your exposure in your market. Billboards are most effective when located close to the business advertised. Becauseof their high cost, theyre usually used to reach a very large audience, as in political campaigns.Theyre likely to be too expensive for most small firms, and some communities have strictordinances governing the placement of billboards. In Vermont, for example, theyre prohibited. Bus-bench advertising is an excellent medium because its highly visible, like abillboard. Essentially, bus-bench advertisers have a huge audience, held captive at red lights or in
  5. 5. slow-moving traffic. An account executive of a Los Angeles-based bus bench manufacturingcompany said that an advertisement on one bus bench at a busy Los Angeles intersection wouldbe seen by 35,000 to 50,000 people per day. Usually, the advertising consists of simple two-color artwork with your companysname, brief copy describing the product or service, address and phone number. Rates and termsvary depending on the city youre in. Call your citys mass transit department or local bus company to find out who rentsadvertising space on their bus-stop benches. Some outdoor advertising companies also handlethis type of advertising. Transit advertising on buses and taxicabs reaches lots of people, especiallycommuters. Your ad is highly visible, and market research on transit advertising shows that itsvery effective.Billboard Advertising Billboards are advertisements that provide information to passing vehicles andpedestrians. These large format out of home advertising structures, typically found in high trafficareas and are viewed at distances of 50 feet or more. There are a few types of billboards and theirsizes usually depend on the speed of traffic and distance from the person viewing it. A billboardon a highway or expressway is commonly called a bulletin. A billboard on a secondary roadwaywhere traffic is 30 mph - 50 mph is commonly called a poster. A poster is usually about half ofthe width of a bulletin. Wallscapes are very large format displays that can be see from many streets becauseof their large size. They are usually landmark locations in a metro area. These are also viewed bypedestrian traffic as well as vehicles. Digital billboards also come in different sizes depending ontheir audience and traffic. On expressways or highways they are usually the same size as thebulletin. On secondary street or neighborhood roadways they can be the size of posters. Theirsize also depends on the speed of traffic and the proximity to the roadway.
  6. 6. Types of billboards are the following : Bulletins - (14 high x 48 wide, 10.5 high x 36 wide, or similar sizes) large format displaysusually located on highways, expressways, or major surface streets Posters - (30 sheet, 8 sheet, & Premier Panels) - medium format (10 high x 22 wide or 5 highx 11 wide) that are more locally focused on primary and secondary roadways. Posters have a"local" presence and can target demographic or geographic target very effectively. Wallscapes - (over 700 sq feet) very large format outdoor advertising that is usually inmetropolitan area or a landmark location for extended viewing. Wallscapes are generally thesignature piece in an outdoor campaign and create a lasting impression Digital Billboards (14 high x 48wide, 10.5 high x 36 wide, or similar sizes). Digitalbillboards are a broadcast type of media for outdoor allowing advertisers to target their audienceand flexibility.Street furniture These street furniture structures offer a variety of illuminated and non-illuminatedmedia types that can be erected in the city or along main routes, offering clients excellent brandexposure and direction through general outdoor advertising. The 24 hour brand presence of streetfurniture advertising communicates to all LSMs and ensures increased brand awareness anddirection to point of purchase.The various types of street furniture are: Bus shelter - Bus shelter advertisements provide high-impact and high-frequency advertisingpredominantly in metropolitan and affluent residential areas. Bus shelter advertisements are oneof the few media types with access to upper LSM suburbs where large formats are prohibited,providing highly cost effective, targeted coverage of major metropolitan areas national.
  7. 7. Kiosks – It is a small, enclosed stand from which merchandise is sold, often placed in thecommon area of a shopping center or public concourse. Advertising kiosk would resolve variousconcerns relating to sales and reaching your customer in a different way. Convenience store – A convenient store is a independent store of the brand where customerscan pay bills, can visit for the problem they might be facing etc. Shopping malls – This style of advertizing involves the product to be shown in the publicplaces such as malls. It is effective in advertzing because many people visits the shopping malleveryday.Alternative media It includes ads in stadiums, on gas pumps, bike racks, rest areas, and other non-traditional formats. It also includes media (newspapers, radio, television, magazines, movies,Internet, etc.) which provide alternative information to the mainstream media in a given context,whether the mainstream media are commercial, publicly supported, or government-owned.Alternative media differ from mainstream media along one or more of the following dimensions:their content, aesthetic, modes of production, modes of distribution, and audience relations.Alternative media often aim to challenge existing powers, to represent marginalized groups, andto foster horizontal linkages among communities of interest. Proponents of alternative media argue that the mainstream media are biased in theselection and framing of news and information. While sources of alternative media can also bebiased proponents claim that the bias is significantly different than that of the mainstream mediabecause they have a different set of values, objectives, and frameworks. Hence these mediaprovide an "alternative" viewpoint, different information and interpretations of the world thatcannot be found in the mainstream. With the increasing importance attributed to digital technologies, questions have arisenabout where digital media fit in the dichotomy between alternative and mainstream media.Blogs, Face book, Twitter and other similar sites, while not necessarily created to be informationmedia, increasingly are being used to spread news and information, potentially acting as
  8. 8. alternative media as they allow ordinary citizens to bypass the gatekeepers of traditional,mainstream media and share the information and perspectives these citizens deem important.Additionally, digital media provide an alternative space for deviant, dissident or non-traditionalviews, and allow for the creation of new, alternative communities that can provide a voice forthose normally marginalized by the mainstream media. However, some have criticized theweaknesses of the Web. First, for its ability to act as both "alternative and a mass medium bringswith it the tension of in-group and out-group communication.Transit advertizing Transit advertizing is a form of out-of-home advertising that displays advertisementsin or outside of vehicles. A typical installation will display advertisements on the side of, on, orabove the seats of a bus or passenger train car. Typically, transit media campaigns areemployed in denser urban environments to advertise to both pedestrian and on-road traffic. Themedium has traditionally been limited to featured advertisements on buses and trams, but inrecent years has extended to various sub-categories, such as dedicated car, van or truckadvertising.The most commonly used passenger vehicle in transit media fleets is the smart car made byMercedes Benz. Other popular vehicle models used are the Mini.Radio advertisements Radio advertisements refers to the activity of attracting interest and attention toproducts and/or services being offered with paid advertisements through radio broadcasting – atransmission through radio for public or general use. These advertisements can come in the form of Radio Announcements, RadioBillboards, commercial announcements, personal endorsements, promotions, blurbs, and plugs.
  9. 9. Radio Advertising Campaigns can also utilize Direct Response Radio Advertising, RemnantRadio Advertising, Viral Marketing, and explore newer technology through Satellite Radio. areaudio advertisements that play between music on a radio station. They normally last 15 secondsin length. Radio advertising exists on three different levels – local, regional, and national. Localradio advertising is limited to a specific and contained demographic/geographic area.Airtel (Introduction of company) Airtel is an Indian telecommunications Services Company headquartered at New Delhi,India. It operates in 20 countries across South Asia, Africa and the Channel Islands. Airtel hasGSM network in all countries, providing 2G, 3G and 4G services depending upon the country ofoperation. Airtel is the worlds third largest mobile telecommunications company with over 261million subscribers across 20 countries as of August 2012. It is the largest cellular serviceprovider in India, with 185.92 million subscribers as of September 2012. Airtel is the thirdlargest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. Airtel is the largest provider of mobile telephony and second largest provider of fixedtelephony in India, and is also a provider of broadband and subscription television services. Itoffers its telecom services under the Airtel brand, and is headed by Sunil Bharti Mittal. BhartiAirtel is the first Indian telecom service provider to achieve Cisco Gold Certification. It also actsas a carrier for national and international long distance communication services. The companyhas a submarine cable landing station at Chennai, which connects the submarine cableconnecting Chennai and Singapore. Airtel is credited with pioneering the business strategy of outsourcing all of its businessoperations except marketing, sales and finance and building the minutes factory model of lowcost and high volumes. The strategy has since been copied by several operators. Its network—base stations, microwave links, etc.—is maintained by Ericsson, Nokia Siemens Network andHuawei, and business support is provided by IBM, and transmission towers are maintained byanother company (Bharti Infratel Ltd. in India). Ericsson agreed for the first time to be paid bythe minute for installation and maintenance of their equipment rather than being paid up front,
  10. 10. which allowed Airtel to provide low call rates of 1/minute (US$0.02/minute). During the lastfinancial year (2009–10), Bharti negotiated for its strategic partner Alcatel-Lucent to manage thenetwork infrastructure for the tele-media business. On 31 May 2012, Bharti Airtel awarded the three-year contract to Alcatel-Lucent forsetting up an Internet Protocol access network (mobile backhaul) across the country. This wouldhelp consumers access internet at faster speed and high quality internet browsing on mobilehandsets.History of company Sunil Bharti Mittal founded the Bharti Group. In 1983, Mittal was in an agreementwith Germanys Siemens to manufacture push-button telephone models for the Indian market. In1986, Mittal incorporated Bharti Telecom Limited (BTL), and his company became the first inIndia to offer push-button telephones, establishing the basis of Bharti Enterprises. By the early1990s, Sunil Mittal had also launched the countrys first fax machines and its first cordlesstelephones. In 1992, Mittal won a bid to build a cellular phone network in Delhi. In 1995, Mittalincorporated the cellular operations as Bharti Tele-Ventures and launched service in Delhi. In 1996, cellular service was extended to Himachal Pradesh. In 1999, BhartiEnterprises acquired control of JT Holdings, and extended cellular operations to Karnataka andAndhra Pradesh. In 2000, Bharti acquired control of Skycell Communications, in Chennai. In2001, the company acquired control of Spice Cell in Calcutta. Bharti Enterprises went public in2002, and the company was listed on Bombay Stock Exchange and National Stock Exchange ofIndia. In 2003, the cellular phone operations were rebranded under the single Airtel brand. In2004, Bharti acquired control of Hexacom and entered Rajasthan. In 2005, Bharti extended itsnetwork to Andaman and Nicobar. This expansion allowed it to offer voice services all acrossIndia. In 2009, Airtel launched its first international mobile network in Sri Lanka. In 2010, Airtelacquired the African operations of the Kuwait based Zain Telecom.In March 2012, Airtellaunched a mobile operation in Rwanda.Today, Airtel is the largest cellular service provider in India and the third largest in the world
  11. 11. Outdoor Advertizing By Airtel1. Bill-board advertizing2. Rail advertizing(Transit)
  12. 12. 3. Shopping mall(street forces) advertizing4. Bus shelter (street furniture)
  13. 13. 5. Stadiums ( altenative media)6. Resorts & leisure (alternative media)
  14. 14. 7. Convenience store (street furniture)
  15. 15. Vodafone ( Introduction of company) Vodafone India, formerly Vodafone Essar and Hutchison Essar, is the secondlargest mobile network operator in India after Airtel. It is based in Mumbai, Maharashtra andwhich operates nationally. It has approximately 146.84 million customers as of November 2011. On July 2011, Vodafone Group agreed terms for the buy-out of its partner Essar fromits Indian mobile phone business. The UK firm paid $5.46 billion to its Indian counterpart to takeEssar out of its 33% stake in the Indian subsidiary. It will leave Vodafone owning 74% of theIndian business, while the other 26% will be owned by Indian investors, in compliance withIndian law. On 11 February, 2007, Vodafone agreed to acquire the controlling interest of 67%held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping RelianceCommunications, Hinduja Group, and Essar Group, which is the owner of the remaining 33%.The whole company was valued at USD 18.8 billion. The transaction closed on 8 May, 2007. Itoffers both prepaid and postpaid GSM cellular phone coverage throughout India with goodpresence in the metros. Vodafone India provides 2.75G services based on 900 MHz and 1800 MHz digital GSMtechnology. Vodafone India launched 3G services in the country in the January-March quarter of2011 and plans to spend up to $500 million within two years on its 3G networks.History of company In 1992, Hutchison Whampoa and its Indian business partner – Max Group,established a company that in 1994 was awarded a licence to provide mobile telecommunicationsservices in Mumbai and launched commercial services as Hutchison Max in November 1995. InDelhi, Uttar Pradesh (East), Rajasthan and Haryana, Essar Group was the major partner. But laterHutch took the majority stake. By the time of Hutchison Telecoms Initial Public Offering in 2004, HutchisonWhampoa had acquired interests in six mobile telecommunications operators providing servicein 13 of Indias 23 licence areas and following the completion of the acquisition of BPL Mobilethat number increased to 16. In 2006, it announced the acquisition of a company (Essar
  16. 16. Spacetel — A subsidiary of Essar Group) that held licence applications for the seven remaininglicence areas. Initially, the company grew its business in the largest wireless markets in India — incities like Mumbai, Delhi and Kolkata. In these densely populated urban areas it was able toestablish a robust network, well-known brand and large distribution network – all vital to long-term success in India. Then it also targeted business users and high-end post-paid customerswhich helped Hutchison Essar to consistently generate a higher Average Revenue Per User(ARPU) than its competitors. By adopting this focused growth plan, it was able to establishleading positions in Indias largest markets providing the resources to expand its footprintnationwide. In February 2007, Hutchison Telecom announced that it had entered into a bindingagreement with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect equity andloan interests in Hutchison Essar Limited for a total cash consideration (before costs, expensesand interests) of approximately $11.1 billion. Hutch was often praised for its award winning advertisements which all follow a clean,minimalist look. A recurrent theme is that its message "Hi" stands out visibly though it uses onlywhite letters on red background. Another successful ad campaign in 2003 featured a pug namedCheeka following a boy around in unlikely places, with the tagline, "Wherever you go, ournetwork follows." The simple yet powerful advertisement campaigns won it many admirers. Ads featuring the pug were continued by Vodafone even after rebranding. The brandsubsequently introduced ZooZoos which gained even higher popularity than was created by thePug. Vodafones creative agency is O&M while Harit Nagpal was the Marketing Director duringthe various phases of its brand evolution.
  17. 17. Outdoor advertizing by Vodafone 1. Airbone advertizing(Alternative media) 2. Bill-board advertizing
  18. 18. 3. Kiosks (street furniture)4. Arenas & stadiums (Alternative media)5. Taxi displays ( transit)
  19. 19. 6. Convenience store ( street furniture)7. Shopping mall ( Street furniture)
  20. 20. Comparative analysis between Vodafone & AirtelAirtel Vodafone1. Bill-boards are majorly used by 1. Bill-board are less used compare toAirtel for Advertizing outdoor. Airtel by Vodafone.2. Airtel focuses more on transit outdoor 2. Vodafone is less focused on transitAdvertizing. Advertizing than Airtel.3. Do not use Airbone advertizing. 3. Uses Airbone advertizing effectively.4. Doesn’t have Kiosks for outdoor 4. It has his own kiosks at public placesAdvertizing. for advertizing.5. It uses brand ambassadors like A.R. Rehman 5. It uses animation such as Zoozoos && Shah Rukh Khan for advertizing. dog for advertizing.6. They are focusing more on sophisticated & 6. They are focusing more on middletop level executives customers. Class customers in India.7. It has focus on providing new innovative 7. They are more focused on satisfyingservices such as 3G, 4G services flexibility. their customer need & innovation.8 They spend less on Tv advertizing than 8. They spend a lot in Tv advertizingVodafone. than Airtel.9. They uses emotional appeals for advertizing 9. They are using rational appeal forThrough – “Jo tera hai wo mera hai” & advertizing in TV.“hare ek friend zaroori hai yaar”
  21. 21. Findings Both Airtel & Vodafone use Bill-board for outdoor advertizing. Airtel spends a less amount of money in advertizing compare to Vodafone. Both Airtel & Vodafone are major sponsors in the outdoor advertizing through stadiums & arena type of advertizing. Airtel is more technology oriented advertizing such as 3G, 4G in India. In fact Airtel is the first in India to provide services such as 3G & 4G. Airtel spends more on bill-board advertizing than Vodafone. Both Airtel & Vodafone has their own convenience store for solving the problem of their customers. Transit outdoor advertizing is more used by Airtel than Vodafone. Airtel is the worlds third largest mobile telecommunications company with over 261 million subscribers across 20 countries as of August 2012. Vodafone has their own kiosks & Airbone outdoor advertizing is done through it. Airtel also uses street force (shopping mall) outdoor advertizing. Airtel is a first telecom service provider in India followed by Vodafone. Conclusion Vodafone do not use any brand ambassadors & cuts down it’s advertizing expences by using animation such as Zoozoos & dog which allows them to give more ads in Tv (print media) which result into occupying the space in the mind of customers. Airtel uses innovative technologies such as 3G, 4G in their outdoor advertizing. Bill-board advertizing which is a traditional outdoor advertizing which is the most used by both of them. Airtel is the sponsor of major cricket series happening in india where as Vodafone is the sponsor in series in outside india such as Australia.