Vodafone

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MARKETING COMMUNICATION PRESENTED BY : VIPUL KUMAR(071) NISHANT BAGHEL(115)

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Transcript of Vodafone

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MARKETING COMMUNICATIONPRESENTED BY:VIPUL KUMAR(071)NISHANT BAGHEL(115)VODAFONE ESSARVodafone, the worlds leading mobile telecommunication company, completed the acquisition of Hutchison Essar in May 2007 Launched in India on 21st September 2007Welcomed in India with the Hutch is now Vodafone campaignOffers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros'Most respected telecom company'Best mobile service in the country' 'most creative and most effective advertiser of the year'

THE TRANSITION FROMHUTCH TO VODAFONEOne of the largest brand transitions in the worldEarmarked Rs. 2.5 billion for the transitionIt wasnt easy integrating Vodafone with Hutch; the latter, as is known, is a subtle, understated brand, while globally, Vodafone represents high energy, dynamism and young vitality all represented by its bright red speech mark logo. The main message of the brand transition exercise: The new Vodafone is the same old Hutch.The new catch phrase was Make the most of nowThe Zoo zoo campaign won three accolades two Gold and one Silver, at the Asia Marketing Effectiveness (AME) awards ceremony.

CURRENT MARKET SHARE

BCG MATRIX FOR VODAFONE Value Added Service GPRS and Internet ServiceSMS and Calling Service

MMS Service

Market ShareGrowth RateTHE RURAL MARKETVarious factors affecting the rural market:Reach distributionPricing smaller unitsProduct awareness stronger, simpler communicationHurdles infrastructure, diversityStrategiesConsumer behaviourSWOT ANALYSIS

Improving infrastructureVAS as a means to increase ARPU (big boss, Zoo Z00)Poor network coverageZoo zoos too sophisticated for rural markets

It has the 2nd highest market share in IndiaCommunication strategiesIts strong advertising startiges and impact on people

Competition from Indian players already present in rural circlesSTP ANALYSISSegmentation: AgeService usageIncomeLife of serviceGeographical conditionNature of customerTARGETINGVodafone is adopting a multi-segment approach. They are offering a series of differentiated products to their respective markets.STD calling cards for the families of those professional who use to work abroad.Rs. 10 recharge for small user.

POSITIONINGTaglineWhere you go the network follows youHutch , as a brand, always tried to connect with consumers in simple, honest and real manner, while Vodafone is more young and fun brand. So Vodafone should use a mix of simple as well as fun for rural India customers .The Pug and the actor Irfan Khan will be retained for the brand promotions.They are talking about the exclusivity of the network and the services they are offering to the consumers.

OBJECTIVES The Vodafone mission is to be the communications leader in an increasingly connected world enriching customers lives, helping individuals, businesses and communities be more connected by delivering their total communication needsBrand awareness in rural areas Maintaining its position in current marketVodafone should divert towards warmth and emotional appeal for connecting with Rural IndiaAccording to the IPL association, Vodafone is the most recalled brand. Perhaps in todays fight in the crowded telecom market, its very important to be the most recalled brand.11THE 4/- ONLY PLANBenefit/OfferValidityCalls to local Vodafone mobiles @ 10p/min24 Hrs400 Local & National SMSes24 Hrs8 Local & STD mins24 Hrs40 Night Talk mins to local Vodafone mobiles (between 11pm 7am)24 HrsMessage & CreativesTagline: Small price, big benefit, greater happiness (Chhoti keemat, badhi suvidhayein, sabse badhia khushi)Underlying message: Vodafone offers plans to suit your budget, while providing every benefitCreatives: Parrot as a mascot for rural IndiaPrint ads, TVCs, Radio adsParrot as part of street plays

A MASCOT FOR VODAFONE

Communication Mix AdvertisementBroadcastPrintOutdoorSales promotionPublic relations

ADVERTISEMENTClass Television; Vehicle DD News & Regional channelsDD News : Since Rural Indians are keen watchers of newsClass- Radio; Vehicle: AIR, regional channels like Radio JoyalukkasAll available radio channels (Both Local & National) Jingle in Hindi & local languageScheduling Television : PulsingRadio : ContinuousPrint Local News paper like Dainik Agradoot, Divya Bhaskar, Gujarat Samachar, Sakaal, etc

Outdoor Hoardings Outside Gram PanchayatWall PaintGlow Sign Boards At Local Grocery Stores

SALES PROMOTIONIn store displaysSchemes to distributors & retailers (commission & gifts on achieving target sales)Tie up with local panchayat & use flash mobs (street play) on the theme of Vodafone messageFloat Activities at different Retailers & distributor outlets to generate walk-ins.

PUBLIC RELATIONSponsorshipAthletesSports events (football), Boxing eventsExcellence in academics: Scholarships2 students/school: 200 schools in 100 villagesColleges cultural programsUsing local celebritiesUsing Irrfan Khan to promote trials

BUDGETING (2MONTHS) TOOL OF COMMUNICATION CRITERIACOSTFREQUENCYTOTAL (Rs.)Broadcast (10sec)6 channelsCommercial rating point85,000 for local & 1,00,000 for star plus5 Ads /Day/channel 7.87 Cr ( 1 month)Radio (2 months) 3 stationsAfter show20005 Ads/Day/channel18,00,000Print (1 local Newspaper)Circulation (300000)50,00,0001 month50,00,000Outdoor High Density location/ gram panchayat6000100 location & 96 gram panchayat11,76,000Wall PaintProduct cost30/sq feet15,000 sq feet4,50,000Flash Mobs (1 group/village/ weekend)No. of villages (100)3500/village/weekend1003,50,000Glow Sign BoardsNo. Of retailers3002000/signage3006,00,000contdTOOL OF COMMUNICATION CRITERIACOSTFREQUENCYTOTALFLOAT( BRANDED VEHICLE)High Density villages45,00,00073.15 crScholarship------Excellence in AcademicsAcademics200 schools10,000/student2 students / school40,00,00021Total Cost of the Budget =Rs. 12.35 croresTHANK YOU