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

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  • can u plz send me this ppt and current marketing stratigies abt the vodafone ?
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  1. 1.
  2. 2. Submitted by:<br />VarunBhardwaj<br />ShailenderChaudhary<br />VarunKapoor<br />RahulThakur<br />Abhishek Chopra<br />
  3. 3. PRODUCTS<br />Prepaid Cell phone connection<br />Prepaid recharge card<br />Top - ups<br />Vodafone Postpaid<br />Calling Cards<br />Vodafone PCO<br />Vodafone Handyphone<br />
  4. 4. COMPETITORS<br />
  5. 5.
  6. 6. REBRANDING CAMPAIGN<br />Tagline – change is good, Baseline – hutch is now Vodafone.<br /><ul><li>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.</li></li></ul><li>Vodafone Essar promotional advertising campaign<br />Promotinal mix-<br />Advertising- TV, Print, Radio, hoardings <br /> Value added services ads- Visual ads supported by Print ads<br />Events- MtvSplistvilla<br />Sales Promotion- Special Prepaid bundle for Diwali<br />
  7. 7. Need Identification<br />Value added Services of vodafone needed more promotion<br />ZooZoos was the perfect way to spread awareness.<br />IPL season 2 had lot of scope to be taken advantage<br />
  8. 8. Advertising Budget<br />Hutchison Essar spent around Rs 80 crores on advertising in 2006.<br />Initial annual budget that will be between Rs 160 crores and Rs 200 crores.<br />To announce the name change, the company has earmarked an advertising budget of Rs 320 crores.<br />Source-www.livemint.com<br />
  9. 9. Introduction to ZooZoos<br />
  10. 10. “Pug” was the mascot for Vodafone<br />IPL 2008 Vodafone went in Pug for its “ Happy to help” service<br />
  11. 11. Launch<br /> 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<br /> 20-30 seconds duration with the ad message about the VAS. ending with "Make the Most of Now"<br />
  12. 12. Costs<br />Animations are 10-15 times costlier than real people<br />ZooZoos had low cost costumes, real people<br />Speedy Schedules<br />30 advertising cost only Rs 3 crores<br />20-30 sec long<br />Massive Viral Marketing<br />
  13. 13. Use of internet for promotion<br />Downloadable Ringtones, wallpapers, screensavers and videos<br />Facebook- Aimed at building a community<br />Dedicated micro site- “ What kind of Zoozoo are you?”<br />
  14. 14. Results..<br />Big hit on the internet<br />Curiosity about the characters<br />According to advertising Age: World’s most viewed video advertising campaigns capturing first position<br />KOCHI: Vodafone has won PETA India’s first Glitter Box awards for its popular “ ZooZoo” advertisement.<br />
  15. 15. IPL Impact<br />85 % of most visible brand on screen<br />Hit in both the weeks<br />Most watched in breaks<br />Vodafone- 15% of commercial ads<br />
  16. 16. Has been a Launch-Pad for both HTC and iPhone Mobile Phones<br />
  17. 17. Official Sponsor for England Cricket Team since 15 years<br />
  18. 18. Mobile Phones are becoming as indispensible as water<br />Vodafone ‘ totally automated mobile Phone vending machine<br />Innovation Award at the annual UK Technology innovation and Growth award<br />
  19. 19. Opportunities<br />Revolution in the convention way of advertising that was through public figures and celebrities<br />Low advertising cost leading to provision of cheaper services<br />IPL Season 2 expected to have good TRP’s<br />Huge market.<br />
  20. 20. Learnings<br />Low cost ads can make good impact<br />Concept is important<br />Expensive Brand Ambassadors could be avoided<br />Ads more relate to common man<br />Most importantly<br /> “ Keep it simple”<br />
  21. 21. Current promotional campaigns i<br /> In India,<br />Vodafone Zoozoo’s soon be available as merchandise, as the telecom giant has partnered with Shopper’s Stop to retail the same.<br />At present, the various moods of the zoozoo’z have been captured in T-Shirts priced at Rs-299 onwards.<br />
  22. 22. 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. <br />Previously it was McLaren Mercedes but now its Vodafone McLaren Mercedes of Formula 1<br />
  23. 23. Thank You…!<br />