PRESENTATION NAME

Company name
Make the Most of Now

Vodafone itself was formed in 1982 and was launched on 1 January 1985. VO represents voice and DA symbolizes data. Vodafone entered India in December 2005 Successfully rebranded 'Hutch' as 'Vodafone in 2007. Despite the official name being Vodafone Essar previously Hutchison Essar, its products are simply branded Vodafone. Both prepaid and postpaid GSM cellular phone coverage throughout India

Vodafone is a mobile network operator headquartered in London-UK. Chairman- Gerard Kleisterlee

Pink is now red as Hutch is Vodafone in India from September 21, 2007, officially announced in Mumbai. Hutch Is now Vodafone

Enabling new applications of mobile communications Using new technology for new services Continuous research for improving operational efficiency Maintaining quality of networks Providing technology vision and leadership

Our Vision is to be the worlds mobile communication leader enriching customers lives, helping individuals, businesses and communities be more connected in a mobile world.

Days before Zoozoo

Pug

was the mascot for Vodafone

Taken over from Hutch IPL 2008 had Vodafone going in Pug for its Happy to Help service

Need Identification
Value Added Services of Vodafone needed more promotion ZooZoo was the perfect way to spread awareness VAS is considered a cash cow for cellular companies IPL season 2 had lot of scope to be taken advantage

Segmentation:
Segmented basis on types of services used Urban and Rural region customers were separated out

Targeting

Targeted customers who would use VAS services Different kinds of VAS services were offered for different kinds of customers Urban customers were more in focus Young people

Characteristics each lend to Zoozoos

Cute Quirky Cuddly Alien Species Human like Harmless Kiddies Humorous Simple Adorable

Learnings
Low cost ads can make good impact Expensive Brand Ambassadors could be avoided Ads more relate to common man Concept is important. Most Importantly Keep it simple Does not produce bias of any kind (class, creed, religion etc)

Market Entry Strategy

Grow through geographic expansion Acquisition of new customers Retention of existing customers Increasing usage through innovations in technology.

Marketing Mix
PRODUCT
Vodafone live! provides on-themove information services. Prepaid Cell phone connection Prepaid recharge card Vodafone Postpaid Calling Cards Vodafone PCO I-Phone 3G Vodafone Handy phone Prepaid recharge card Magic Box Handsets

Conti.
Cricket alerts

SERVICES
Tunes & Downloads Entertainment Sports Devotional News & updates Astrology Finance Travel Mail, messaging & more Dial in services Bill info Miscellaneous

Love tips

Conti.
PRICING
Vodafone wants to make its service accessible to all. Offers various pricing structure to different customer groups. Monthly price plans are available. All these services were at affordable prices, some around 30 Rs per month.

Conti.
PLACE
Vodafone covers almost 75% of its operational area It also sells through independent retailers Customers are able to see and handle products they are considering People are on hand to ensure customers needs are matched with the right product and to explain the different options available

Conti.
PROMOTION
Advertising on TV, magazines, via internet and on bill boards. Special offer promotions. Vodafones stores, its products and all its staff project the brand image. Public relations by its press releases.

Promoting through TV ads

About 30 different TVCs for VAS including  Cricket alerts  Beauty alerts  Phone backup  Chota Credit  Vodafone Maps  Vodafone call filter  Live games  Musical greetings etc. 20-30 seconds ads with the message about the VAS. And ending with Make the Most of Now

Zoozoo Fashion tips video

Internet ads
Dedicated micro site What kind of Zoozoo are you? Downloadable Ringtones, wallpapers, screensavers and videos Facebook aimed at building a community

Hoardings & Billboards

Other sources of Advertising

ANDROID WALK

VODAFONE CALENDER

Successful Viral Marketing

Referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through selfreplicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the Internet. Vodafone marketing strategy captured imagination of millions across the country. Every age group was interested in the ad and the related VAS products.

SWOT Analysis
STRENGTHS: Complementary strengths of Vodafone & Hutch esaar The brand name it has in the Indian market The kind of subscriber bas it has in the Indian market It has the 2nd highest market share and subscriber base in India 1st being Airtel(source : Wikipedia) Easy and cheap animation leading to low production cost No celebrity endorser - No associated risks and costs

Total number of Vodafone India Subscribers : 14,15,19,840, i.e. 23.63% of the total 59,87,79,674 Indian mobile phone subscribers.

W
WEAKNESS:

Difficulty in understanding the ads by rural population due to which rural people are least interested to watch and ultimately buy Less focus on rural India

O
OPPORTUNITIES: Product and services expansion Growing data business Large capital can be raised by listing Vodafone on Indian Stock Exchange(IPO) Revolution in the conventional way of advertising that was through public figures and celebrities Low advertising cost leading to provision of cheaper services

T
THREATS: High competition from new entrants.

Title