This is my Team Presentation which we present in our MBA class. Really very knowledgeable experience to came out some amazing information about VODAFONE brand and other Indian telecommunication Brands.
• PREPARED BY: - ASIT DHOLAKIA. (114)PROJECTREPORT ONVODAFONESubmitted to : -Dept. ofcommerce andManagement
Hutchison EssarEstablished - 1994An Essar group and Hutchison Whampoa undertaking,Acquiring the cellular mobile license for MumbaiIt has a nationwide market share of 16.4 %The fourth-largest Indian operator.Most Respected Telecom Company‟Best Mobile Service in the countryMost Creative and Most Effective Advertiserof the Year.
Vodafone, the world‟s leading mobile telecommunication company,completed the acquisition of Hutchison Essar in May 2007Launched in India on 21st September 2007Welcomed in India with the “Hutch is now Vodafone”campaignOffers both prepaid and postpaid GSMcellular phone coverage throughout Indiawith good presence in the metrosMost respected telecom company‟Best mobile service in the country‟„Most creative and most effective advertiserof the yearVodafone Essar
Essar GroupSashi and Ravi Ruia, the Indian brothers behind the Essarconglomerate.The Essar Group is a diversified business corporation with abalanced portfolio of assets in the manufacturing and servicessectors ofSteel, Energy, Communications, Shipping Ports &Logistics,Essar employs more than 50,000 people across offices in Asia,Africa, Europe and the Americas.AV
The Name Vodafonecomes from Voice datafone, chosen by thecompany to“Reflect The ProvisionOf Voice And DataServices Over MobilePhones.“ Speech marklogo, suggesting“conversation”
Services Tunes & Downloads Entertainment Devotional Sports News & Updates Call Management Services Finance Travel Mail, messaging & more Dial in Services Bill Information
STP AnalysisSegmentation : Income Age Service usage Life of service Geographical condition
Targeting: - Vodafone is adopting multi-segment approach.They are offering a series of differentiated products to theirrespective markets. Home calling cards for the families of thoseprofessional who use to work abroad. Rs. 10 recharge for small user. Cheap SMS facility for youth Facilities for circle users.• AV
Positioning: - “Where you go the network follows you “ Hutch , as a brand, always tried to connect with consumers in simple,honest and real manner, while Vodafone is more young and fun brand.So consumer will see a shift reflecting a more vibrant brand. The “pug” [Dog], Zoo-Zoo and actor Irfan Khan will be retained forthe brand position. They are talking about the exclusivity of the network and the servicethey are offering to the customer.• AV
4 P‟s1. Product: -A product with many different featuresprovides customers with opportunities to chat, play games, send and receive pictures, change ring tones, Receive information about travel andsporting events, obtain billing informationVodafone live! provides on-the-moveinformation services.
2. Place: - Vodafone UK operates over 300 of its own stores. It also sells through independent retailers. Customers are able to see and handle products they areconsidering buying. People are on hand to ensure customers‟ needs are matchedwith the right product and to explain the different optionsavailable.AV
3. Price: - Vodafone wants to make its servicesaccessible to as many people aspossible: from the young, throughapprentices and high poweredbusiness executives, to the moremature users. It offers various pricing structures tosuit different customer groups. Monthly price plans are available aswell as prepay options. Phone userscan top up their phone on line.AV
4. Promotion: - Vodafone works with icons such as Zoo zoos &Pug(Dog) to communicate its brand values.Above the line Advertising on TV, on billboards, in magazines and inother media outlets reaches large audiences and spreadsthe brand image and the message very effectively. This isknown as above the line promotion.Below the line Stores have special offers, promotions and point of saleposters to attract those inside the stores to buy. Vodafones stores, its products and its staff all project thebrand image.AV
Promotional/Advertisement strategy Class – Television; Broadcasting Target – DD News & Regional channels & Daily ShopsChannel, Sports Channels.DD News : Since Rural Indians are keen watchers of news Class- Radio-FM; Broadcasting target: AIR, channels like Vividh Bharti, Radio Mirchi etc.All available radio channels (Both Local & National) Jingle in Hindi & locallanguage Web World; Websites like Face book,Google, Yahoo, Msn YouTubeStock market Websites.
Print Local News paper like Times of India, DivyaBhaskar, Gujarat Samachar, Sandesh, etc(Full page Ad) Outdoor Hoardings Outside Gram Panchayat Wall Paint Glow Sign Boards At Local Grocery Stores In Metros at the traffic signal on digitalize posters. Scheduling Television : Pulsing
PUBLIC RELATION Sponsorship Athletes Sports events (football), Boxing events,Cricket Entertainment shows like Big-boss, MTVSplits villa etc. Excellence in academics: Scholarships Big institutes/Rural school: 200 schools in100 villages Colleges cultural programs Using low cost celebritiesUsing Irrfan Khan to promote trials
Smart Advertising Technique Days before zoo-zoo… Pug‟ taken over from Hutch, was thelucky charm for Vodafone. IPL 2008 had Vodafone going in Pug forits „Happy to Help‟ service. 20-30 seconds ads with the messageabout the VAS. And ending with “Makethe Most of Now”
Zoo-Zoo Rocks !!!!!! The ads were created by (O & M)Ogilvy & Mather, an agency underExecutive Creative Director, RajivRao, South Asia. Advertisement characters promotedby Vodafone during the IndiaPremier League Season 2 (IPL). The Zoo-zoo campaign won threeaccolades – two Gold and one Silver,at the Asia Marketing Effectiveness(AME) awards ceremony.
Animations 10-15 times costlier than real people. Zoozoos had low cost costumes. Speedy Schedules. 30 advertisements cost only Rs 3 Crores. 20-30 sec long.Costs
Learnings Low cost ads can make good impact The strategy of strong advertising not onlysaves lots of money but also creates a positiveimpact in society regarding their brand. Expensive Brand Ambassadors could beavoided Advertises more relate to common man ,leadsto more customers. Within a very short period they acquire 3‟rdplace in communication market. Most Importantly‘Keep it simple’
Market Share inTelecom sectorCompetitors in Market
Operator Subscriber baseBharti Airtel 118,864,031RelianceCommunications93,795,613Vodafone Essar 91,401,959BSNL 62,861,214Idea Cellular 57,611,872Tata Teleservices 57,329,449Aircel 31,023,997Spice 4,875,913DOCOMO 3,042,741All India 525,147,922Position Of VodafoneEssar in India afteracquisition of Hutch(Rank 3rd from 4th )
SWOT AnalysisSTRENGHTH Easy and cheap moving picture leading tolow production cost. No celebrity endorser - No associated risksand costs. Representation of a common man depictedas a cartoon character ZOO-ZOO. Campaign penetrated both in the media aswell as in social networking sites Globally renowned Brand name
WEAKNESS Rural India unable to relate tothe brand. Average Network coverage inCompared to other Rivals. Low Research & Development. Price competition fromBSNL/MTNL.
Opportunity Revolution in the conventionalway of advertising that was throughpublic figures and celebrities. Low advertising cost leading toprovision of cheaper services. Diversification into new areas. More Focus on Rural AreaSegment. Latest and low cost technology.
THREATS Competition from Indianplayers already present inrural circles. Obvious threat from othermobile tariffs e.g. Virgin,BSNL, MTNL. New entrants low priceoffering.
Conclusion Low cost ad‟s can make good impact. Concept is important. Within a very short period they acquire3‟rd place in communication market. Win-win situation for shareholders,employees & the environment. Good Care of Customers & Make goodRelationship with them because after all..“ CUSTOMER IS THE KING OF THEMARKET .. “
Presentation Exclusively Prepared By: Asit A. Dholakia (MBA -Finance & HR) At K.S.K.V KACHCHH UNIVERSITY ---SEM- II Thank You.