Your SlideShare is downloading. ×
Vodafone (An Advertising Perspective)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Vodafone (An Advertising Perspective)

17,977

Published on

Vodafone

Vodafone

Published in: Business, Technology
10 Comments
25 Likes
Statistics
Notes
No Downloads
Views
Total Views
17,977
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
10
Likes
25
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • KIrti
  • Sana
  • Sana
  • Sudipto
  • Sudipto
  • Rohan - Hit on the internet – Youtube views, Facebook memberships, google searches .. Etc refer to case
  • Transcript

    • 1. Welcome
      • Sagar Agrawal
      • Pratik Gandhi
    • 2. 8
    • 3. 7
    • 4. 6
    • 5. 5
    • 6. 4
    • 7. 3
    • 8.  
    • 9.  
    • 10.  
    • 11. Establishment
      • The company was founded in 1982 as a joint venture .
      • the name was derived from the newly-found company's goal of establishing both voice (VO) and data (DA) services over a mobile telephone network.
      • Speechmark logo, suggesting conversation
    • 12. Hutchison Essar
      • Established - 1994
      • an Essar group and Hutchison Whampoa undertaking,
      • acquiring the cellular mobile licence for Mumbai
      • has a nationwide market share of 16.4pc
      • the fourth-largest Indian operator.
      • 'Most Respected Telecom Company‘
      • 'Best Mobile Service in the country'
      • 'Most Creative and Most Effective Advertiser of the Year'.
    • 13. Vodafone Essar
      • Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India .
      • Despite the official name being Vodafone Essar, its products are simply branded Vodafone.
      • It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros.
    • 14. OUR VISION To enrich our customers’ lives through unique power of mobile communication.
    • 15. OUR PASSION
      • 1. FOR CUSTOMERS:
      • In anticipation of their customers’ trust Vodafone understands their needs & delights them with its services.
      • 2. FOR OUR PEOPLE:
      • Outstanding people working together make Vodafone exceptionally successful.
      • 3. FOR RESULTS:
      • Vodafone believes in being action oriented & is driven by a desire to be the BEST.
      • 4. FOR THE WORLD AROUND US:
      • Vodafone believes helping people of the world to have fuller lives through their services & its impacts.
    • 16. Products
      • Prepaid Cellphone connection
      • Prepaid recharge card
      • Top - ups
      • Vodafone Postpaid
      • Calling Cards
      • Vodafone PCO
      • Vodafone Handyphone
      • I-Phone 3G
      • Magic box Handset
      • World Calling Cards
    • 17. Service
      • Tunes & Downloads
      • Entertainment 
      • Sports
      • Devotional
      • News & updates
      • Astrology
      Finance Travel Mail, messaging & more Dial in services Bill info Miscellaneous
    • 18. Vodafone is a Mobile Network operator with its headquarters in Newbury, Berkshire, England, UK. It is the largest mobile telecommunications network company in the world by turnover and has a market value of £71.2 billion (November 2009) Vodafone currently has operations in 31 countries and partner networks in a further 40 countries.
    • 19. Agenda
      • Background and Introduction
      • Need identification
      • Segmentation, Targeting, Positioning
      • Advertising Strategy
      • Analysis
      • Current situation
      • Learning
    • 20.
      • Hutchinson Telecom International Ltd (HTIL) plans to sell its 67 percent equity stake in Hutchinson Essar Ltd (HEL)
      • Vodafone buys 52% stake in HEL. Essar continues to hold 33% stake in HEL
      • Vodafone entered India in December 2005
      • Successfully rebranded 'Hutch' as 'Vodafone‘
      Background
    • 21.
      • ACQUISITION DETAILS
      • Enterprise value of Hutchison Essar is $18.8 billion
      • Value of 67% stake in Hutch Essar - $11.1 billion
      • Vodafone acquired 10% in Bharti for $1.5 billion in Oct 2005
      • Hutch has 23.3 million subscribers as of Dec 31, 2006
      • Vodafone is targeting a 20-25 per cent market share by 2012
      • Vodafone need –
      • Vodafone wants to expand into the asian markets. India had 2 nd largest market for mobile. It is growing at the rate of 6 million subscribers per month.
    • 22. Before Acquisition
    • 23.
      • WHY HUTCH
      • Accelerates Vodafone’s move to a controlling position in a leading operator in the attractive and fast growing Indian mobile market
      • Hutch Essar delivers a strong existing platform in India
      • Driving additional value in Hutch Essar
      • Increases Vodafone’s exposure to high growth emerging markets
      • Hutch had overtaken many of the domectic competitors like orange,BPL
    • 24. The telecom battle
      • Bharti Airtel, Idea are biggest competitors
      • Airtel launched ‘My Airtel My Offer’ with Madhavan and Vidya Balan
      • Idea launched ‘Walk when you talk’ with Abhishek Bachan
    • 25. Growth of Telecom Sector Year GSM Subscribers (millions) GSM Annual growth CDMA Subscribers (millions) CDMA Annual growth 2002 10.5 91% 0.8 - 2003 22.0 110% 6.4 700% 2004 37.4 70% 10.9 70% 2005 58.5 57% 19.1 75% 2006 105.4 80% 44.2 131% 2007 180.0 71% 85.0 92%
    • 26.
      • Competitors in Market
    • 27. Rebranding campaign
      • Tagline – “ Change is good...” Baseline - “Hutch is now Vodafone”
      • “ Wherever you go our network follows..” To “ Make the most of now..”
    • 28. Vodafone Essar’s advertising campaign
      • Promotional mix-
      • Advertisements – TVC, Print, Radio, hoardings
        • Value added services ads – Visual ads supported by Print ads
      • Events – Jogajoger Utsab during Durga Pooja in Kolkata
        • Navratri special caller tunes contest in Gujarat – Jhumo aney Jeeto
      • Sales Promotions – Special prepaid bundle for Diwali
    • 29. Other ad campaigns
      • Happy to Help
        • TVCs using the pug again
        • Internet and Interactive - Happy to Help link in the company website
      • Friends Circle
      • Cheaper SMS
      • “ Amar Chitra Katha” alerts - VAS
    • 30.
      • Value Added Services of Vodafone needed more promotion
      • ZooZoos was the perfect way to spread awareness.
      • VAS is considered a cash cow for cellular companies
      • IPL season 2 had lot of scope to be taken advantage
      Need Identification
    • 31. Mobile User : 3 Key Questions 1) Who are they? 2) What do they want? 3) How do we give it to them? Levis/Nike
    • 32. Introduction to ZooZoos
    • 33.
      • ‘ Pug’ was the mascot for Vodafone
      • Taken over from Hutch
      • IPL 2008 had Vodafone going in Pug for
      • its ‘Happy to Help’ service
    • 34. Characteristics each lends to ZooZoos:
      • Cute
      • Quirky
      • Cuddly
      • Genderless
      • Alien Species
      • Humanlike
      • Harmless
      • Kiddish
      • Archetype: Child
      • Humourous
      • Not complicated
      • Dumb
      • Full of life
      • Simple
      • Approachable
      • Adorable
    • 35. What do these characteristics convey?
      • Familiarity
      • Cartoons we used to watch as kids
      • Invokes pleasant memories and fantastical world we used to live as children but branded by vodafone; cool to talk about
      • Does not produce bias of any kind(class, creed, religion…)
    • 36.
      • Zoozoos : Advertisement characters promoted by Vodafone during the India Premier League Season 2
      • Campaign to communicate the VAS offered by the company
      • The ads were created by Ogilvy & Mather, an agency under Executive Creative Director, Rajiv Rao, South Asia.
    • 37. Launch
      • Launched on April 20, 2009 with about 30 different TVCs for VAS including – Cricket alerts, beauty alerts, phone backup, Chota Credit, Vodafone Maps, Vodafone call filter, Live games, Musical greetings... Etc
      • 20 – 30 seconds duration with the ad message about the VAS. Ending with “Make the Most of Now”
    • 38. Making of ZooZoos
    • 39.
      • Prakash Verma of Nirvana Films
      • Filmed in South Africa with local crew
      • Movement, Talk, Gestures, Emotions,
      • Costume designs and artwork
      • 3 weeks pre-production and 2 different fabrics
    • 40.  
    • 41.  
    • 42.  
    • 43.  
    • 44.  
    • 45.  
    • 46.  
    • 47.  
    • 48.  
    • 49. Costs
      • Animations are 10-15 times costlier than real people
      • ZooZoos had low cost costumes, real people
      • Speedy Schedules
      • 30 advertisements cost only Rs 3 Crores
      • 20-30 sec long
      • ZooZoo name nowhere in commercial
      • Massive Viral Marketing
    • 50. Use of internet for promotion
      • Downloadable Ringtones, wallpapers, screensavers and videos
      • Facebook – aimed at building a community
      • Downloadable Ringtones, wallpapers, screensavers and videos
      • Dedicated microsite – “What kind of Zoozoo are you?”
    • 51. Official Fan page of ZooZoos on Facebook
    • 52.
      • ZooZoos dominating Social Networking sites
      • Created Strong Association
      • Wallpapers, emoticons, ringtones, videos, contests, pictures, stories etc
      • Videos had 3million hits in 3 weeks
      • Most watched viral video for 2 weeks
      • Youtube ad downloads
      • Twitter
    • 53. Results…
      • Big hit on the internet
      • Curiosity about the characters
      • According to Advertising Age: Make it to the list of world’s most viewed viral video advertisement campaigns capturing first position
    • 54.  
    • 55. IPL Impact
      • 85% of most visible brand on screen
      • Hit in both the weeks
      • Most watched brand in breaks
      • Others were Airtel, Lifebuoy, Airtel Broadband Internet
      • Vodafone – 15% of commercial ads
      • Havells – 8%, Airtel and Idea – 7% each
    • 56. Has been a Launch-Pad for both HTC and iPhone Mobile Phones
    • 57. Official Sponsor for England Cricket Team since 15 years
    • 58. Zoozoo Merchandise
    • 59. Mobile phones are becoming as indispensable as water
      • Vodafone ‘totally automated’ Mobile
      • Phone Vending Machine
      • Innovation Award at the annual
      • UK Technology Innovation and Growth Award
    • 60. Viral Marketing
      • Vodafone was successful in effort of viral marketing
      • Strategy captured imagination of millions across the country
      • Every age group was interested in the ad and the related VAS products
    • 61. SWOT Analysis
    • 62. STRENGTHS
      • Campaign penetrated both in the media as well as in social networking sites
      • Was representation of a common man depicted as a cartoon character ZOOZOO
      • Wide media coverage, more precisely through video
      • Easy and cheap animation leading to low production cost
      • No celebrity endorser - No associated risks and costs
    • 63. WEAKNESS
      • Had an undermining effect on the brand Vodafone
      • Difficulty in understanding faced by rural population
    • 64. OPPORTUNITIES
      • Revolution in the conventional way of advertising that was through public figures and celebrities
      • Low advertising cost leading to provision of cheaper services
      • IPL Season 2 expected to have good TRP’s
      • Huge Market.
    • 65. THREATS
      • A major intimidation to the brand VODAFONE
      • Ads could get lost in major marketing war during IPL
    • 66. STP Analysis
    • 67. Segmentation
      • ZOOZOO - A cartoon character which represented common man
      • Segmented basis on types of services used
      • Urban and Rural region customers were separated out
    • 68. Targeting
      • Targeted customers who would use VAS services
      • Different kinds of VAS services were offered for different kinds of customers
      • Urban customers were more in focus
    • 69.
      • “ 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” and actor Irfan Khan will be retained for the brand position.
      • They are talking about the exclusivity of the network and the service they are offering to the customer.
      Positioning
    • 70. Learnings
      • Low cost ads can make good impact
      • Concept is important
      • Expensive Brand Ambassadors could be avoided
      • Ads more relate to common man
      • Most Importantly
        • ‘ Keep it simple’
    • 71. HUTCH
    • 72. Change is “GOOD”
    • 73. Vodafone
    • 74. BIBILOGRAPHY
      • ECONOMIC TIMES
      • FT.COM
      • WIKIPEDIA
      • FORBES
    • 75.  

    ×