Roche Pharmaceuticals and Vodafone have different but effective communication strategies. Roche focuses on internal communication to motivate employees and build team cohesion through its "Body Zone Project". Vodafone emphasizes external communication with customers through transparency and promotional characters like "ZooZoo". Both companies precisely define communication objectives aligned with organizational goals and use various tools appropriately. While their strategies differ based on business needs, both Roche and Vodafone effectively communicate with stakeholders to achieve success.

1. Communication Strategies
in Perspective------------------
Asad Kamran
EMBA Fall-2016, Semester-I
Ace Institute Of Management, Kathmandu

2. A comparative analysis on communication strategies
practiced by Roche Pharmaceuticals & Vodafone.
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3. Communication must be HOT.
That’s Honest, Open, and Two-way.
Dan Oswald
CEO of Business and Legal Resources (BLR)
Brentwood, Los Angeles
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4. There is difference between doing communication and
doing right communications.
Being Strategic!
Communicating the best message
Through the right channels
To achieve organizational & communication-specific goals
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5. Roche Pharmaceuticals & Vodafone are two companies
with different business dimensions.
World’s largest Biotech company with diverse portfolio of
biopharmaceuticals since 1896.
One of the world’s largest, British multinational
telecommunication company since 1984.
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6. Setting Objectives
Precisely identified set of communication objectives is
paramount.
Roche
Well defined Organizational objectives - translated into
communication objectives with each message designed.
Followed the same for integrated corporate publicity
program “Body Zone Project”.
Vodafone
Key objective - its message being clear & easy to
understand - genuine impact on its audience’s choice
making.
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7. Principles/ Concepts behind Communication
“Roche’s Cycle of Care”
Research on Disease
& Disease Therapy
Innovation in
Diagnostics
Differentiated
Medication (Pharma/
Biopharma)
Consumer Health
Products (OTC)/
Vitamins
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8. Principles/ Concepts behind Communication
“Vodafone’s Openness & Transparency”
Principle of “Openness & transparency” in sharing
information about its products & services.
Staying in line with fast changing market - remain very clear
& simple in explaining its new products & services.
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9. Communication Tools
Roche’s Body Zone Project
Integrated Approach to the Products!
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11. Communication Tools
Vodafone’s Promotional activities
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12. Communication Tools
Vodafone’s Promotional activities
Vodafone has given birth to the ZooZoo: a special
character created specifically to convey a value added
service (VAS) offering in each of the newly released
commercials.
Helped the company raise not only its profits but also
increased its brand value tremendously.
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13. ----

14. Communication Strategy
Customer Relation Focused
“Body Zone” Project in Perspective
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15. INTERNAL COMMUNICATION
Involving its employees in Body Zone project.
Cross-divisional co-operation among representatives of
company.
Encouraged and helped to build a sense of corporate,
rather than divisional or site, identity.
Opened up lines of informal communication.
Workforce gained much better knowledge about the
activities of the different divisions.
Employees more focused on corporate objectives.
Added to the motivation of Roche’s staff tremendously.
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16. EXTERNAL COMMUNICATION
Number of business benefits.
Working in close partnership with Boots the Chemists
created a network of valuable contacts.
Meetings about the development of the project helped
develop new communication routes into Boots the
Chemists.
Made important contacts with key customers and opinion
leaders.
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17. Communication Strategy
Customer focused & product lead
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18. EXTERNAL COMMUNICATION
Being open & transparent in communication - key
approach.
Verbal & non-verbal communications have been used.
Verbal communication through its trained staff at its stores.
Visual elements - advertisements in newspapers, television
etc.
Commitment to providing clear details for customers about
new developments in research.
Establishing credibility among its audience.
Consultation with key stakeholders.
Continuous dialogue with proper feedback from its focus
groups.
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19. Vodafone’s Socially Responsible Image
Behind government’s legislation to promote the
responsible use of mobile phones in cars.
Translation of complex legal materials into simple
languages to make it easy to understand.
Campaigns on awareness of new laws & appropriate use of
mobile phones.
Making a sentimental attachment (Pathos) with its
audience.
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20. INTERNAL COMMUNICATION
Using intranet to promote better communication.
Vertical & horizontal communication flow among its
internal stakeholders.
Proper connection between senior managers & other
employees.
Prioritize messages to its employees through their phones
& email etc. to ensure targeted receipt & on time.
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21. CONCLUSION
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22. Roche being more focused on increasing its people’s
motivation level & building a strongly coherent team
remains stronger with its internal communication.
Vodafone remains more engaged with direct to customer
communication.
Though both vertical & horizontal modes of
communication are in practice at Vodafone Office yet it
stands weaker in comparison with Roche in developing a
coherent corporate environment in which employees feel
more responsible & well motivated.
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23. Communication strategy practiced by both Roche
Pharmaceuticals & Vodafone in their own business
capacity has enabled them achieve the organizational
objectives quite well.
Roche’s integrated approach towards its products &
services & Vodafone’s key principles of being open &
transparent have enabled them to speak to their audience
in a very effective manner.
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24. THANK YOU
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