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Establishment• The company was founded in 1982 as a joint venture.• The name was derived from the newly – foundcompany’s goal of establishing both voice (VO) anddata (DA) services over a mobile telephone network.• The speech mark logo suggest conversation
Vodafone Essar• Vodafone Essar, previously known as Hutchison Essar is a cellular operator in India that covers 23 telecom circle in India.• Despite the official name as Vodafone Essar, its product is still branded as Vodafone.• It offer both prepaid & GSM cellular phone coverage throughout India with good presence in metros.
Hutchison Essar Established – 1994 an Essar group and Hutchison Whampoaundertaking acquiring the cellular mobile license forMumbai Has a nation wide market share of 16.4 pc the fourth largest Indian operator.Most respected telecom companyMost creative and Most Effective Advertising of theyear
OUR VISIONTo enrich our customers lives through unique power of mobile communication
OUR PASSION1. FOR CUSTOMERS : In anticipation of their customers trust Vodafone understand their needs & delights them with its services .2. FOR OUR PEOPLE : Outstanding people working together make Vodafone exceptionally successful.3. FOR RESULT : Vodafone believes in being action oriented & is driven by the desire to be the BEST.4. FOR THE WORLD AROUND US : Vodafone believes helping people of the world to have fuller life through their services & its impact
VODAFONE’S MARKETING MIX1. Product:• A product with many different features providescustomers with opportunities to chat, playgames, send and receive pictures, change ring tones,receive information about travel and sporting events,obtain billing information - and soon view video clipsand send video messages.•Vodafone live! provides on-the-move informationservices.
2. Place:• Vodafone UK operates over 300 of its own stores.• It also sells through independent retailers e.g. Car phone Warehouse.• People are on hand to ensure customers’ needs are matched with the right product and to explain the different options available.
3. 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.
4. Promotion :• Vodafone works with icons such as David Beckham tocommunicate its brand values.• Advertising on TV, on billboards, in magazines and in othermedia outlets reaches large audiences and spreads the brandimage and the message very effectively. This is known as abovethe line promotion.• Stores have special offers, promotions and point of sale postersto attract those inside the stores to buy.Vodafone’s stores, its products and its staff all project the brandimage.• Vodafone actively develops good public relations by sendingpress releases to national newspapers and magazines to explainnew products and ideas.
Why David Beckham BECHKAM a legendary footballer but is that all?? No ! he is also a fashion icon & a carrying family guy Remained caption of English team Wow!!! Lots of fan Fan’s love to adopt what their celebrity adopts The overall image that attracted VODAFONE to him As he appeals to many females because of his lifestyle and fashion icon
• Pug was the mascot for Vodafone• taken over from Hutch• IPL 2008 had Vodafone going inPug for its ‘Happy to Help’ service
What those these character convey Familiarity Cartoons we used to watch as KidsInvokes present memories & fantasticalworld we used to live as children butbranded by Vodafone cool to talk abutDoes not produce bias of any kind(class,creed,religin…)
Costs• Animation are 10- 15 times costlier than realpeople• Zoo Zoos had low cost costumes, real people• Speedy Schedule•30 Advertisements cost only Rs 3 cr• Zoo Zoos name was no where in thecommercial•Massive Viral Marketing
Viral Marketing Vodafone was successful in effort of viralmarketing.Strategies captured imagination of millionsacross the countryEvery age group was interested in the ad & therelated VAS products