Vodafone- Telecom Sector Marketing analysis

1. CARDIFF METROPOLITAN UNIVERSITY
UNIVERSAL BUSINESS SCHOOL
Name: Priyakshi Nandrajog
Course: BABM5 Level 5
Student ID: st20112439
Subject: Integrated Marketing Communication
Module Leader: Prof. Pritesh Shukla
Topic: Vodafone- “The ZooZoo Campaign”

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Everybody’s Welcome

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Particulars Page No.
Introduction 4
STP Analysis 5
Differentiation Strategy 8
Planning Process- Situational Analysis 9
Communication Objective and Media Mix 12
Impact of the ZooZoo campaign 13
Cost Effectiveness of the Promotional Mix 15
Conclusion 17
Bibliography 18

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Segmentation, Targeting and Positioning

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Vodafone provides its customers with a wide portfolio including applications, data
packs, games and calling facility. Various IMC campaigns launched by Vodafone
have helped them reach their targeted audience in an effective and an efficient
manner. They have immensely focused on improving their technology to build up a
loyal customer base and strengthen their brand value. They constantly work on
developing the new market framework, which would help them increase the market
share and the brand value of their company.

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Targeting
Vodafone has portrayed a multi-segment
promoting approach. Vodafone has strategically
covered the low-end users, high-end users, the
business class and the working-class sector.
While they are putting forth 'Chota Recharge' for
their prepaid service users, meanwhile they are
giving International roaming packages to the
high end customers (MBA Skool-Study.Learn.Share.
,2016). Vodafone promotes the recent packs
through different TV Commercials and on social
media. As we know voice calls and high-speed internet have become a necessity for
every individual, it is supportive to use a multi-segmented approach as Indian
telecom market is developing at a fast pace.
Positioning
Before the campaigns mentioned above where launched, customers didn’t cherish
the feeling of being a part of Vodafone as the Welcoming message was not conveyed
to the consumers effectively. Vodafone, with the help
of its campaigns, has won the trust of its users and has
created a value for its brand in the telecom market.
Their campaigns provide a basic understanding of their
offerings. The ZooZoo campaign has become the
mantra of the market as it was used throughout the IPL.
Vodafone launched a new campaign ‘Pug’ which helps
in telling the users that they will feel ‘Happy to Help’ (Scribd, 2017).

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Differentiation Strategy
Through the innovative and creative campaigns, Vodafone could expand its
customer base and enrich its brand image amongst its customers. By using a
premium pricing strategy, Vodafone resulted in gaining extra margins. to work
towards gaining customer satisfaction they provide their customers with additional
feedback option, which makes it easy for the customers to reach the company and
put forward their issues.

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Planning Process- Situational Analysis
Vodafone’s strategically planned to position itself among the key players in the
Indian Telecom industry.
Competitors
India’s Telecom sector is mainly dominated by either Airtel or Idea. Airtel has the
highest number of subscriptions in terms of connections and covers the highest
market share. To be able to capture the targeted market, Vodafone launched the
‘ZooZoo Campaign’.
Introducing the ‘ZooZoo campaign’
The launch of the ZooZoo campaign aimed to intrigue consumers with a witty and
fast-paced story line. This campaign appealed to the customers, which led to a huge
success for Vodafone. The company, Vodafone showcases its presence in various
forms such as on print and social media.
The value-added services are being promoted by the animated white balloons in the
advertisement. Vodafone promoted its new offerings on the platform of IPL1
season
1 IPL: Indian Premier League

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7, by developing a new TVC2
, which describes the advantages of the ‘Choose your
number offer’ and other new packs.
The ZooZoo got talent TVC, showcased that the campaign succeeded and got a score
of ‘10’ from all the judges when performed on Bollywood songs. In another film,
the ZooZoo is shown on a hot seat while using the ‘Phone a friend’ lifeline, but due
to no balance, the call gets disconnected.
Merchandising
ZooZoo became famous among the viewers, Vodafone planned to merchandise by
selling various products with the highly-demanded mascot.
2 TVC: Television Commercial

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Indian Premier League
Since Vodafone has a partnership with IPL, they launched the campaign in 2015 and
showcased during the intervals of all the matches. In the advertisement, the ZooZoo
talks in a different language, which led to the creation of interest among the viewers.
(Ramblogs, 2017).
Faults in the Planning Process: Copyrights of ZooZoo
Vodafone could have achieved high profits by selling its merchandised products, but
the company lost its golden opportunity to capitalize the brand as they were
unsuccessful in establishing the copyright for the brand. The ZooZoo products were
now readily available in the market by the third party (Ramblogs, 2017).

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Communication Objective and Media Mix
With the help of various marketing strategies, Vodafone has placed itself among the most trusted
brands of the Telecom sector. Vodafone targeted various segments while ensuring the quality of
digital marketing. Its major concern was to portray Vodafone as a customer-centric company, by
providing better services than its competitors. Vodafone promotes itself on different digital media
platforms with the help of various campaigns. Its campaigns are publicized all over the digital
media, such as on social networking sites like Facebook, Twitter, and Instagram, they push out
new ads and support promotional posts. They were successful in creating a brand value in the
consumer’s mind with the label #ZooZoo (Digiperform, 2017).

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Cost Effectiveness of the Promotional Mix
Vodafone being one of the major players in the telecom industry highly concentrates on marketing.
Vodafone has taken its brand to heights by advertising it through various mediums such as
bulletins, TV, and web. Vodafone has enhanced its brand image by efficiently utilizing the
celebrity endorsement strategy. Celebrities like Mary Kom and Michael Schumacher have helped
Vodafone to create its brand image in the market. Vodafone aggressively uses social mediums to
promote products & services and spread the related information of the products. Vodafone aims to
provide the full information of products and services to its customers in order to create the brand
awareness as well as to help customers with every single detail. The campaign ‘ZooZoo’ by
Vodafone has very much helped to set its positioning in the market. Mr. Piyush Pandey, the man
behind the ZooZoo has successfully created the happy and loving image of the brand Vodafone
among its customers. However, the brand, Vodafone, uses various techniques to promote its
products and services but they aim to utilize all the existing resources which could help them in
future by getting more revenue or sales.

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Conclusion

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Bibliography
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Journals
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Websites
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Marketing91. Available at: http://www.marketing91.com/swot-analysis-vodafone/
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just 2 days. [online] Available at: http://digiperform.com/vodafones-zoozoo-emoji-
earned-90- million-impressions-just-2-days-covert-decrypted/ [Accessed 19 Nov 2017].
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zoozoo-ad/ [Accessed 6 Dec 2017].
• Scribd. (2017). Segmentation of Vodafone | Telecommunications | Communication.
[online] Available at: https://www.scribd.com/doc/35872725/Segmentation-of-Vodafone

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[Accessed 18 Nov 2017].
• Scribd. (2017). Vodafone Stp Analysis | Brand | Advertising. [online] Available at:
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