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The Credos from Chitkara business school presenting PO analysis of vodafone.

The Credos from Chitkara business school presenting PO analysis of vodafone.



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    Zozoooooo Zozoooooo Presentation Transcript

    • Submitted by:
      Abhishek Chopra
      Prepaid Cell phone connection
      Prepaid recharge card
      Top - ups
      Vodafone Postpaid
      Calling Cards
      Vodafone PCO
      Vodafone Handyphone
      Tagline – change is good, Baseline – hutch is now Vodafone.
      • Wherever you go our network follows. To make the most of now.Telecom major Vodafone group wants its customers to see red, if its corporate colour to replace hutch`s pink.
    • Vodafone Essar promotional advertising campaign
      Promotinal mix-
      Advertising- TV, Print, Radio, hoardings
      Value added services ads- Visual ads supported by Print ads
      Events- MtvSplistvilla
      Sales Promotion- Special Prepaid bundle for Diwali
    • Need Identification
      Value added Services of vodafone needed more promotion
      ZooZoos was the perfect way to spread awareness.
      IPL season 2 had lot of scope to be taken advantage
    • Advertising Budget
      Hutchison Essar spent around Rs 80 crores on advertising in 2006.
      Initial annual budget that will be between Rs 160 crores and Rs 200 crores.
      To announce the name change, the company has earmarked an advertising budget of Rs 320 crores.
    • Introduction to ZooZoos
    • “Pug” was the mascot for Vodafone
      IPL 2008 Vodafone went in Pug for its “ Happy to help” service
    • Launch
      Launched on APRIL 20. 2009 with about 30 different TVC`s for VAS including- cricket alerts, beauty alerts, 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"
    • Costs
      Animations are 10-15 times costlier than real people
      ZooZoos had low cost costumes, real people
      Speedy Schedules
      30 advertising cost only Rs 3 crores
      20-30 sec long
      Massive Viral Marketing
    • Use of internet for promotion
      Downloadable Ringtones, wallpapers, screensavers and videos
      Facebook- Aimed at building a community
      Dedicated micro site- “ What kind of Zoozoo are you?”
    • Results..
      Big hit on the internet
      Curiosity about the characters
      According to advertising Age: World’s most viewed video advertising campaigns capturing first position
      KOCHI: Vodafone has won PETA India’s first Glitter Box awards for its popular “ ZooZoo” advertisement.
    • IPL Impact
      85 % of most visible brand on screen
      Hit in both the weeks
      Most watched in breaks
      Vodafone- 15% of commercial ads
    • Has been a Launch-Pad for both HTC and iPhone Mobile Phones
    • Official Sponsor for England Cricket Team since 15 years
    • Mobile Phones are becoming as indispensible as water
      Vodafone ‘ totally automated mobile Phone vending machine
      Innovation Award at the annual UK Technology innovation and Growth award
    • Opportunities
      Revolution in the convention 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.
    • 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”
    • Current promotional campaigns i
      In India,
      Vodafone Zoozoo’s soon be available as merchandise, as the telecom giant has partnered with Shopper’s Stop to retail the same.
      At present, the various moods of the zoozoo’z have been captured in T-Shirts priced at Rs-299 onwards.
    • Ogilvy & Mather has conceptualised Vodafone's newest ad campaign for Vodafone's new bonus card offer which is priced at Rs 4. It features an animated parrot, and has been voiced by Bollywood actor BomanIrani. 
      Previously it was McLaren Mercedes but now its Vodafone McLaren Mercedes of Formula 1
    • Thank You…!