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Vodafone India Limited, formerly Vodafone Essar Limited, is the second largest mobile network operator in Indiaafter

Airtel by subscriber base. It is headquartered in Mumbai, Maharashtra. It has approximately 16 million customers as of

!ecember "1#. It offers both prepaid and postpaid $%M cellular phone co&erage throughout India with good presence in

the metros. 'odafone India pro&ides ".() $%M %er&ices based on * M+ and 1- M+ digital $%M technology.

'odafone India launched #$ ser&ices in the country in the anuary/March quarter of "11 and plans to spend up to 0)

million within two years on its #$ networks 'odafone added maximum subscribers in uly "1, with 1#.6 lakh new users

2oining its network to take its base to 1(.1" core. 'odafone is the second largest player in telecom operator in India

after Airtel with a market share of "".*)3. 4o enhance their &alue 5make them difference they create the customer

profile .4hen they ha&e used IM tools to make them successful.

Table: Customer profile of Vodafone in India

1. Advertising7 4hey arrange commercial ad&ertisement in &arious popular 4' channels such as %tar plus, %tar $old, %tar

alsa, %ony 4', !isco&ery 4', %tar sports etc. 4heir ad&ertisement slogan is, 8 Whenever you go our et!or" #ollo!s

you$. 4hey ha&e arranged " hours road block on %tar 4' network. 4he ommercial shows +utch dog mo&ing out of

pink house and mo&ing into red house. 4he tagline 9+utchis no! Vodafone% translated in multiple languages. :y the

introduction of the ad&ertisement character like ;oo ;oos also helped 'odafone to position because the ad&ert was highly

&emographi' Age7 1 to #) yearsIn'ome7 lower or middle income, :usinessor emale.

)eographi' Lo'ation:?ural and semi@urban markets arefast emerging as profitable market segment.

Area:Andhra =radesh, Assam, :ihar andharkhand, hennai, $u2arat, ammu 5ashmir, arnataka etc.

*sy'ho+graphi' *referen'e: %trong network 5affordableAttitude: =ositi&e5 unique*er'eption:Betwork based, price basedLifestyle: &ery frequent usage rate

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appreciated by the customers and was a great hit. ricket is thought as a religion in India, sponsorship in I=C "" cricket

also positioned 'odafone &ery well in the Indian market.

".Intera'tive ,ar"eting: Its maintained interacti&emar"etingby creating #a'eboo" fan 'lub- t!itterand ouTube.4o response customer feedback they maintain Vodafone !ebsite+mail l/ blogs. As a result customers can easily know thelatest campaign and information.

#. &ire't ,ar"eting7 Ad&ertising techniques that can include 'ellphone te0t messaging, email, intera'tive 'onsumer!ebsites- online display ads- database mar"eting- fliers- 'atalog distribution- promotional letters- targeted television

'ommer'ials- response+generating ne!spapermaga2ineadvertisements- and outdoor advertising.4heir message

appeared in 1) towns 5 , shops hoarding, billboards 5 kiosks

3.4ales promotion:'odafone is promoting 8!elights8 a world of exclusi&e deals of discounts ,with a 4' ad&ertising

campaign featuring school girls in black and white films. 8lassroomD, 9ycles 9and 8Annual day8 show the emotional

responses associated with recei&ing special gifts. 'odafone had arranged 85a'e ContestD in Ectober "11. Ene of the

winners of the 'odafone ?ace to fame contest with Cewis +amilton and enson :utton. 'odafone has introduced &arious

new beneficial schemesFoffers to attract the customers like &arious tal" time offers- validity offers- 6onus Cards- Tariff

offers- lo! 'ost handsets et'. for the prepaid users and I4&- 4T&- 4,4- ,,4 offers- i*hones and 6la'"berry

handsets to the post+paid users G'odafone, "1H.

7. *ubli'ity*ubli' 5elations: Vodafone uses hoardings also in order to promote their company and the new ser&ices or

tariffs plans that they are coming up with. 4his strategy helps in making their target audience aware of their upcoming

plans. A series of hoardings deployed with creati&e using #! effect wherein 8%uper8 8oo8oowas breaking the +oardings

and in the last creati&e emerges at the %uperman. 'odafone undertakes social acti&ities on a huge scale. 4he 'odafone

$roup >oundation is committed to pro&iding assistance in the area of disaster response. Its main aim is to de&elop

partnerships which enhance long term disaster response and preparedness acti&ity, working with organiations such as the

nited Bations >oundation, Exfam and Map Action. It also seeks where&er possible to make a direct contribution in

response to critical humanitarian crises. 4he 4afari'om>oundation and 4he Vodafone$roup >oundation, together donate

%hs 1),, towards humanitarian relief in enya.

,y opinion about Vodafone9s I,C Campaign:

In my point of &iew, Vodafone is &ery popular mobile operator. J&eryone knows 4' is the old@fashioned and also

common medium of ad&erting. 4o create a unique image, 'odafone selects 4' ad&ertisement most. 'odafone aims to

pro&ide the best, in terms of co&erage and connecti&ity to its customers all o&er India. 4here are more benefits like, thelower tariff facilities, best network, monthly bonus, free MM% and %M%, easy load, lower cost for using #$ internet for

student package.