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Vodafone is the world's leading international mobile communications company. It now has operations in 25 countries across 5 continents and 40 partner networks with over 200 million customers worldwide.
Vodafone has partnered with the Essar Group as its principal joint venture partner for the Indian market.
Vodafone across India had launched their brand on 21st September 2007.
Positioning: - “Where you go the network follows you”
Hutch, as a brand, always tried to connect with consumers in a simple, honest and real manner, while Vodafone is a more young and fun brand. So consumers will see a shift reflecting a more vibrant brand.”
The “Pug” and the actor Irfan Khan will be retained for the brand promotions.
They are talking about the exclusivity of the network and the services they are offering to the consumers.
Vodafone says that they want to be the top mobile service provider of India by the end of the year 2010.
Vodafone have forecasted Indian wireless subscriber base to reach 249.5 million by March 2008.
The average revenue per user is been falling now. So it is the objective of Vodafone to regain the ARPU. (From a level of Rs. 438.29 for the july september quarter of 2005, the ARPU for Vodafone Essar stood at Rs. 315.81 for the January-March quarter of 2007 )
India is having high customer base with low penetration level i.e. 17%. So they also want to cash this opportunity.
"We positioned Airtel as an aspirational and lifestyle brand, in a way that trivialised the price in the mind of the consumer. It was pitched not merely as a mobile service, but as something that gave him a badge value."
Hemant Sachdev, chief marketing officer (mobility) and director, Bharti Tele-Ventures.
There is big untapped rural market. So it is the opportunity in front of Vodafone to capture it.
The objective this IMC plan is to create the brand awareness and to increase the customer base.
The target audience of this Marcom plan will remain the same.
Marketing Communication Mix: -
The Marketing Background Worksheet Marketing communication will help Vodafone to communicate the right message in the right way. Marketing Communications 6 To be the market leader by the end of 2010 and to build brand salience. Marketing Objectives 5 AirTel is positioning itself on the basis of functionality and efficiency Competitive Evaluation 4 My business broadly comes from consumer market from Urban areas. Source of business 3 Market Assessment 2 Mobile Service Provider Product Descriptions 1 Questions Key Considerations S. No.
The sales of Vodafone basically comes from consumer market from urban areas from middle and upper middle class families.
It requires continues usage.
Refer to STP analysis.
Basically the user of the mobile is decision maker.
The Decision Grid same College going students, Businessman, Professionals, Working Members. User Owner User of Mobile Purchaser Owner and his peer group User of Mobile. Decider Peer groups, retailer & profit margins Children and Peer groups Influencer Owner, Demand of Product in the market User of Mobile, Peer Groups. Initiator Trade Consumer Role Target Audience
Enhancing the consumers attitude towards the product which will influence them to by more.
Brand Attitude Strategy
What do we want people to do after doing this communication?
Vodafone should be in the top of the mind of the consumers.
Increase the sales to achieve the target.
Building relationship with the customer.
The Behavior Sequence Model (communication based) - - -- - - - -- - - - - - - -- - - - - -- - - - - -- - - - - Purchase Facilitation, Brand Attitude How is it likely to occur - - - - - -- -- Offers and promotions should be clearly visible Visibility, be in the top of the minds of the customer Brand Attitude Timing of purchase - - - - - - - - Retail Outlet of service provider New offers and new product launches Purchase Intention Where purchase is likely to occur Feedback Brand Attitude Product Information Category need, Brand Awareness Decision roles involved Usage Purchase Information search Need Arousal Consideration at each stage Decision Stages
The Behavior Sequence Model (purchase based) Data Inputs (1) What (decision stages) (2) Who (roles) (3) Where (location) (4) When (time & timing) (5) How (description) Need Arousal Purchase Information Search & Evaluation Usage User (target audience) Peer Groups, user, family Members, Children's User, Head of the Family User (target audience) Working Place While Shopping, Watching TV, Having Discussion with Peer Group Retail Outlet, Company outlet Workplace, Home At the Time of promotion, not specified Before purchasing the product i.e. @ need arousal At the Time of promotion or any time After making purchase Life Style, Workaholic TV Ads, News paper, Internet, Pops, Outdoor Advertising Cash or credit card SMS, Calls, Internet
The IMC Task Grid M-Commerce By offering new services User and Peer Groups Brand Recall Usage Sales Promotion Point of Purchase, Promotions User of the mobile Be in the top of the mind of the consumer Purchase Brochures, Pamphlets, Web Out of home and Ads on TV Children Brand Recognition Information Search/ Evaluation TVC, Outdoor Advertising, Print Reading Newspaper & watching news User of the mobile Need Recognition Need Arousal List best IMC option for satisfying each communication task Determine best way of reaching primary target audience group at each stage Determine primary target audience group to reach at each stage List specific result desired from the appropriate communication effect needed at each stages From Decision Grid list appropriate decision stages IMC Options Where and When Target Audience Communication Task Decision Stage