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Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
Vodafone (An Advertising Perspective)
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Vodafone (An Advertising Perspective)

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Vodafone

Vodafone

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  • KIrti
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  • Rohan - Hit on the internet – Youtube views, Facebook memberships, google searches .. Etc refer to case
  • Transcript

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