vodafone idea report

8/3/2019 Vodafone Idea Report

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An Integrated Marketing Communication

Project reporton

3G Campaigns of Vodafone 3G

and

Idea 3G

Presented By (Group 7)

Rohit MataniRoll No. 7Amit JaswaniRoll No. 74 Bhupesh Bhute Roll No. 94Jitendra Sharma Roll No. 118 Bhavin Mehta Roll No. 125


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1.India 3G Market Forecast 2010-2014Bids running into thousands of crores made the Governement happy and Telecom operators sob. This is

what all the story is about, the numbers.

The latest Wireless Intelligence Report portrays quite satisfactory growth of Indian 3G

subscriber base over next half-decade. According to the report WDMA i.e. 3G will account

for 13% of total mobile connections by 2014 in India. The report also predicts that 3G

connections will surpass mark of 10 million by Q1 2011, will reach 100 million by Q1 2014,

and will hit mark of 150 million by 2014 year end. Lets highlight key findings of the report

here:-

By the year end BSNL will account for two third of 3G sub base in India ( Due to FirstMovers advantage), while its counterpart MTNL, which operates in Delhi & Mumbai

only, will account for 10% of 3G sub base.

By 2014, top three Indian Telcos namely Rcom, Airtel & Vodafone-Essar will account for43% of WCDMA market share, while tier-II operators Idea, Aircel, STel & Tata Teles

combined market share will stand at 32%. At the same time BSNL & MTNLs combined

3G market share will drop to 22%.

India Telcos are expected to rollout 3G network by year end i.e. within span of 6-8months after spectrum auctions. Metro circles will initially charge up the subscriber

additions, which will be outpaced by Category A & B Telecom circles soon.

By 2014, Category A & B circles will comprise of more than two third of 3G connectionbase, while Metro circles namely Mumbai, Delhi & Kolkata will account for 10% of
http://wirelessintelligence.com/http://wirelessintelligence.com/


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connection base. Outside Delhi & Mumbai, Maharashtra, Tamilnadu, Haryana, West

Bengal, Assam & NE are likely to be most competitive 3G telecom circles.

The report also analyses the developments in Indian Telecom Market during last one year

period. According to the report, in last 10 months, Idea & MTS launched operations in 6 new

circles, DoCoMo took its GSM presence tally to 17 circles, Cheers in 9, Videocon in 6 & STel

in 3. Report also forecasts that by 2013 Indian 2G subscriber base is likely to cross 1 billion

mark.


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2.VODAFONE 3GVideo Calling, Mobile Newspaper, HD gaming, Live Streaming, Vodafone TV, Video Blogging,

etc. Can be enjoyed using 3G. All this isnt for attractive prices. Though it is the time for

price skimming, as most early adopters would help Vodafone recover a part of licensing fee;it is expected that the rates of all telecom providers will normalize in near future. The rest is

yet to be experienced.

2.1 Target Audience

The target audience for 3G is SEC A Male (prominently) and Female between the age

group of 20-35. Essentially, people who would be early adopters of this technology, who use

the internet every day but avoid using so on their mobile due to slow speed and high

charges on download, will be our target market.

2.2 Positioning

Vodafones strategy is to position Vodafones 3G services as Faster, Smarter & Better.

Through our initiatives, we will strive to simplify 3G for our consumers by making the 3G

experience more interactive & engaging through trial offers, Vodafone 3G experiential zones

set up at Vodafone Store and the Vodafone Zoo zoo world our mall activation exercise.

2.3 Vodafone 3G in India

The current base of 3G devices in the country is less than 4-5% of the total installed base. Atthis stage, it is important to drive adoption. Vodafone has acquired 3G footprint across 10

circles Delhi, Mumbai, Chennai, Kolkata, Maharashtra, Gujarat, Tamil Nadu, Haryana, Uttar

Pradesh (E) & West Bengal. We shall ensure that these markets are fully serviced; post

which we would like to penetrate to smaller towns, once the infrastructure is in place. We

expect over 10% of our users in urban areas to use 3G services a year after the launch.

The Indian population should be well-served by 3G technology. It is the only realistic chance

for broadband internet services in rural areas. It will prove beneficial in delivering economic

and social development, education & government services.

2.4Advertising AgencyOgilvy & Mather Advertising

2.5 Vodafone ZooZoo 3G Campaign - Integrated Marketing Communication campaignVodafone is on a roll. They have been the highest gainer in terms of the people who have

decided to port out of their existing operator and switch to Vodafone. But as predicted

earlier, MNP has not been a game changer. Less than 1% of the total subscribers havedecided to switch their operator. But this post is not about MNP, its about the 3G campaign
http://www.domainofhope.com/2011/01/mobile-number-portability-impact-on.htmlhttp://www.domainofhope.com/2011/01/mobile-number-portability-impact-on.htmlhttp://www.domainofhope.com/2011/01/mobile-number-portability-impact-on.htmlhttp://www.domainofhope.com/2011/01/mobile-number-portability-impact-on.html


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featuring Vodafone India's brand ambassadors "The ZooZoo community" and their hero

"Zoo 3G". If the tales of zoozoo weren't enough on television you will still not miss the

ZooZoo 3G avatar. If you fare high on the geek meter (a nerd like me), you'll catch him on

YouTube, Journal websites, Google ads and news portals. If you toil through the streets like

a bus driver or a rickshaw puller, you'll catch him on almost every second billboard. If youare a frequent flier, you'll not miss on the airport. If you happen to be at the Delhi airport

around this time, you'll see a Zoozoo city out there. Every aesthetically sound corner for

advertising has a Zoozoo banner. And if that's not enough, the community kids are

spreading the most popular form i.e. Word-of-Mouth. The important thing to note is that

the whole campaign is "Integrated". The term IMC (Integrated Marketing Communications)

is literally engraved in all books and research papers on promotional strategy, but sadly very

few practitioners adopt it. Vodafone's 3G -ZooZoo campaign is an immaculate example of an

integrated marketing communication (IMC) campaign. If CocaCola gave shape to the santa,

the future generations will remember vodafone for zoozoo.

About ZooZoo

The egg headed white creatures with big ballooned bodies are characters promoted by

Vodafone since the second season of Indian Premier League (IPL). Vodafone had asked

Ogilvy & Mather to create a series of 30 advertisements which could be aired each day

during the IPL Season 2. They are used to promote various value added services of

Vodafone. Although they look animated, they are actually humans in wearing "ZooZoo"

costumes. These ads were created by Ogilvy & Mather, the agency handling Vodafoneadvertisements. They were shot by Nirvana Films in Cape Town, South Africa.

The Idea was conceived by Rajiv Rao, the national creative director at Ogilvy India. The

characters were named ZooZoo because Rajiv and his team "wanted something that

sounded cute, lovable and a bit mad like the characters. Rajiv also "wanted to make real

people look as animated as possible".

The character

The Zoozoos are thin small-bodied women covered in layers of fabric. Each facial expression

of the character is made of rubber and pasted on the actors to reduce the time and cost for

shoot. The effect was achieved by a variety of methods including reducing the

footage frame-rates, using the right material for the body suits to ensure a wrinkle free

outer layer when the characters moved, and keeping backgrounds simple in terms of

detailing color (grey). The sets were made larger than life to make the characters look

smaller. The whole of first series was shot in a record time of 10 days. ZooZoo ad campaign

also won the PETA (People for Ethical Treatment of Animals) glitter box award for replacing

the pug (remember Hutch) with ZooZoo (considered to be a more humane alternative).

The response by Indian audience was phenomenal. Although experts claim that the ads didnot achieve the target of increasing VAS usage. ZooZoos have become a brand in themselves


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with ZooZoo T-shirts and other accessories being sold at retail chains apart from thousands

of visits to their YouTube advertisements and over 2 million fans on Facebook pages.

2.5 Building awareness and preference

To create awareness for 3G, we have outlined a full 360-degree campaign that includes a

mix of print, television and outdoor. We have used the much loved Zoozoos to create the

initial communication blast during the World Cup to communicate that Vodafone 3G is here.

Our outdoor campaign centres around the Super Zoozoo where we have used glass facades,

3D cut-out hoardings and large 3D models of the Super Zoozoo.

Vodafone has launched 3G services in all the circles where it has acquired footprint and we

are inviting our customers to try out Vodafones 2G services. We have around 67 stores

where consumers can go and experience 3G services and we will increase that number aswe go along. We have also created special Zoozoo worlds in a few malls in Delhi and

Mumbai, which will give fans an opportunity to experience 3G services. Fans and visitors can

also get pictures clicked with their much loved Super Zoozoo, play fun games, take home

Zoozoo goodies and win exciting prizes.

3.IMC TOOLS FOR VODAFONE 3G3.1 Vodafone 3G Ad: The newspaper launch

Newspapers, with 26 percent of total advertising volume, are the largest of the advertising media.

Because newspaper advertising can be tailored for individual communities, local advertising is

common. Newspapers also reach nearly everyone in the community. Other advantages are that

readers can refer back to them, and they can be coordinated with other advertising and

merchandising efforts. In fact, advertising is considered the third most useful feature in newspapers,

after national and local news. A disadvantage is the relatively short life span

Feb 27th 2011, Vodafone launched new avatar of zoozoo, an egg-headed zoozoo superman via

print. Vodafone has always been innovative to attract users; this time also they have launched it big

time which came along with sweat of other telecom companies of the country.

The newspaper ad generated curiosity where they said, Fact or Fiction? Mystery unfolds today; Find

out during the India-England match in almost all leading newspapers front page.

3.2 Vodafone 3G Ad: Internet Marketing and Online PromotionInternet marketing, also known as digital marketing, web marketing, online

marketing, search marketing or e-marketing, is referred to as the marketing (generally

promotion) of products or services over the Internet. iMarketing is used as an abbreviated

form for Internet Marketing
http://en.wikipedia.org/wiki/Digital_marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Digital_marketing


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Internet marketing is considered to be broad in scope because it not only refers

to marketing on the Internet, but also includes marketing done via e-mail and wireless

media. Digital customer data and electronic customer relationship management (ECRM)

systems are also often grouped together under

internet marketing.

Internet marketing ties together the creative and

technical aspects of the Internet, including design,

development, advertising, and sales. Internet

marketing also refers to the placement of media

along many different stages of the customer

engagement cycle through search engine

marketing (SEM),search engine

optimization (SEO), banner ads on specific

websites, email marketing, mobile advertising,

and Web 2.0 strategies.

Vodafone online promotion was about zoozoo facebook fan page how they had promoted

the launch. Look at the pictures before launch and after launch (on TV).

Promotions on fanpage - before Launch

3.3 Online, after launchAfter the ad was aired on TV, the fanpage had a new visual. The new avatar is loved by all

and the advertisement is very catchy. After a long wait, during the awesome cricket match

between India and England, Vodafone has revealed the much awaited New Avatar of

Zoozoo (their Brand Ambassador) and they officially has released a TV commercial where

the version 2 of ZooZoo with a vodafone 3G logo on it! The Zoozoos 3G character resembles

that of Supermans and RajniKanth which does lots of super power activities!

It shows superman zoozoo, who is Faster (21.1 Mbps), Smarter and Better showcasing

services on Vodafone 3G, but definitely not cheaper!
http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/ECRMhttp://en.wikipedia.org/wiki/Customer_engagementhttp://en.wikipedia.org/wiki/Customer_engagementhttp://en.wikipedia.org/wiki/Search_engine_marketinghttp://en.wikipedia.org/wiki/Search_engine_marketinghttp://en.wikipedia.org/wiki/Search_engine_optimizationhttp://en.wikipedia.org/wiki/Search_engine_optimizationhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Email_marketinghttp://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Web_2.0http://en.wikipedia.org/wiki/Web_2.0http://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Email_marketinghttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Search_engine_optimizationhttp://en.wikipedia.org/wiki/Search_engine_optimizationhttp://en.wikipedia.org/wiki/Search_engine_marketinghttp://en.wikipedia.org/wiki/Search_engine_marketinghttp://en.wikipedia.org/wiki/Customer_engagementhttp://en.wikipedia.org/wiki/Customer_engagementhttp://en.wikipedia.org/wiki/ECRMhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Marketing


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3.4 VODAFONE 3G LOGO

3.5 VODAFONE WITH MOBILE COMPANIES AD(CO BRANDING ) 3GCo-branding refers to several different marketing arrangements:Co-branding, also called

brand partnership, is when two companies form an alliance to work together, creating

marketing synergy.

Co-branding is an arrangement that associates a single product or service with more than

one brand name, or otherwise associates a product with someone other than the principal

producer. The typical co-branding agreement involves two or more companies acting in

cooperation to associate any of various logos, color

schemes, or brand identifiers to a specific product

that is contractually designated for this purpose.

The object for this is to combine the strength of

two brands, in order to increase the premium

consumers are willing to pay, make the product or

service more resistant to copying by private

label manufacturers, or to combine the different

perceived properties associated with these brands

with a single product.
http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Brand_namehttp://en.wikipedia.org/wiki/Private_labelhttp://en.wikipedia.org/wiki/Private_labelhttp://en.wikipedia.org/wiki/Private_labelhttp://en.wikipedia.org/wiki/Private_labelhttp://en.wikipedia.org/wiki/Brand_namehttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Marketing


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3.6 VODAFONE 3G VIDEO AD MESSAGEAdvertising is a form of communication used to persuade an audience (viewers,

readers or listeners) to take some action with respect to products, ideas, or services.

Most commonly, the desired result is to drive consumer behavior with respect to a

commercial offering, although political and ideological advertising is also common.

Advertising messages are usually paid for by sponsors and viewed via various

traditional media; including mass media such as newspaper, magazines, television

commercial, radio advertisement, outdoor advertising or direct mail; or new media

such as websites and text messages.

Television ranks second overall to newspapers with 22 percent of all advertising

volume, but it is the leader in national advertising. Television advertising can be

classified as network, national, local, and cable. Television has a significant impact on

potential customers despite its high cost. Mass coverage, repetition, flexibility, and

prestige are other advantages.


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3.7 VODAFONE 3G PROMOTION AT MALLS AND THROUGHHOARDINGS

Outdoor Advertising. One percent of total advertising expenditures are on outdoor

advertising such as billboards. Its strength is in communicating simple ideas quickly.

The Michigan Department of Transportation

(MDOT) billboard in Figure 13.9 illustrates this

concept. Other advantages are repetition and

the ability to promote goods and services

available for sale nearby. However, the

message must be

brief, and there are aesthetic considerations.

Vodafone outdoor advertisement for

promotion of Vodafone 3G through billboards

and special event conducted at various malls across india.

3.8 Exciting offerings & Promotions

3.9 EXPERIENTIAL MARKETINGExperiential marketing allows customers to engage and interact with brands,

products, and services in sensory ways that provide the icing on the cake of

providing information. Personal experiences help people connect to a brand and

make intelligent and informed purchasing decisions. The term "Experiential


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Marketing" refers to actual customer experiences with the brand/product/service

that drive sales and increase brand image and awareness. It's the difference

between telling people about features of a product or service and letting them

experience the benefits for themselves. When done right, it's the most powerful tool

out there to win brand loyalty.

4. Idea : Launch of 3G ServiceIdea Cellular has launched its 3G services in India in Madhya Pradesh and Chhattisgarh,

Gujarat and Himachal Pradesh on 28th March 2011.

They have also setup Experience Kiosks inside My Idea stores, for customers who would like

to test before they opt for the service .

Idea Cellulars 3G services will be available in 200 towns by April 2011, 750 towns by mid

2011 and 4,000 towns by the end of 2012.

Idea to offer 3G services in rural, Industrial and centers of learning where broadband

services are not yet available.


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They have introduced Idea mall which is Ideas app store th at offers several games and

apps for mobile and web platform. 3G subscribers can experience video conferencing , video

on demand and mobile TV.

5. Values and Mission of IdeaValues

Integrity - honesty in every action Commitment - deliver on the promise Passion - energized action Seamlessness - boundryless in letter and spirit Speed - one step ahead always

6. STP Strategy of Idea 3G6.1 SegmentSEC A2, B1, B2, C (Mass segment)

Focus on Rural India

6.2 Target Audience/group Age group : 21yrs to 45 yrs Married couple People from different geographies of India


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6.3 Positioning Get Idea 3G No Aabaadi, No Barbaadi because people will be 3G pe Busy

7. 360 Degree Communication ProgramAccording to Mr. Shashi Shankar, CMO of Idea Cellular Our brand campaigns

have always celebrated ideas that have the power to change society and the way we

live. This time, the idea is 3G and it has a strong entertainment appeal. It has been

designed to resonate with the larger audience, on a critical subject looming in the

country.

Idea's ads have typically been about solving large problems through simple

imaginative mobile solutions that might not be possible, but only plausible, in the

real world.

The new ad is yet another addition in the long-running series of Idea campaigns with the

popular tag line

What an Idea, Sirji! The earlier campaigns - Caste War, Education for All, Democracy, Walk When You Talk, Use Mobile, Save Paper, and Break the Language Barrier addressed other societal issues by offering a simple

telephony solution

8. Advertising AgencyLowe Lintas

I. Launch of Idea 3G :Campaign: Functional Benefits of Idea 3Gservice

II. 2nd Campaign: Reason behind the problem ofover-population isfunny -- lack of other forms ofamusement!

III. Ad humorously showcases a "fantasy solution" to a very realproblem

IV. Idea spent 7% of the revenues in advertising


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9. ATL Promotions of Idea 3G9.1 Idea : 3G TV Advertisement CampaignStage 1:

Idea had started off well initially with some noticeably smart ads like What an idea

sirji and Walk and talk.

But 3G services have supposedly proved to be too costly for Idea to spend anything

on the creative department. The first installment of the campaign was launched with

2 Abhisheks conversing foolishly while running on a treadmill, while the third one

beats them in all respects.

Another 3G ad campaign by Idea Cellular features a triplet role for Abhishek

Bachchan (triplet = 3G; Doh!) and opens with one Bachchan blubbering loading...

loading... loading... while staring at his smartphone. And then the second Bachchan

is shown arguing with the first over the slow speed of internet downloading (with

the term No idea splattered throughout the ad). Finally, the third Bachchan enters

and, in quite plain words, offers Idea 3G in fact, he points to each Bachchan and

says, 1G, 2G and 3G.

Stage 2:

Based on the insight that lack of appropriate entertainment is the reason behind

recreational sex and consequent population explosion, Idea Cellular positions its

3G offering as a distraction from procreation.

Furthering its interest in social issues, Idea Cellular's latest TVC positions its 3G

offering as something that can plausibly mitigate the country's predicament of

overpopulation.

The idea behind such a stance is the belief that one of the reasons for India'sexponentially increasing population is the lack of entertainment, other than

recreational sex.

The objective of the campaign is to create awareness about this problem, and to

convey that Idea 3G is entertaining enough to check the same.

The TVC portrays Idea 3G as an exciting substitute for sex.

Titled 'The Idea 3G Population Control Campaign', the ad features brand ambassador

Abhishek Bachchan who is seen promoting product offerings including 3G-based


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mobile applications like mobile TV, gaming, video conferencing, and social

networking on superfast internet.

Following the words '3G pe Busy', 'No Aabaadi, No Barbaadi' that are highlighted in a

soundtrack, the ad leaves viewers with the catchphrase 'No Baby, Only 3G'. The new

ad is yet another addition to the long-running series of Idea campaigns that

characteristically end with the tag line -- 'What an Idea, Sirji'.

The mood of the ad is lighter than any of Idea's previous ads in this series. Yet, it

attempts to establish a connect with the masses by featuring people from various

parts of the country, reacting similarly once their only source of entertainment -- the

television -- is shut down due to a power-cut.

Arun Iyer, national creative director, Lowe Lintas, the brand's creative agency, says,

"We've always used humour as a tactic in order to avoid being preachy. In this ad,however, the reason behind the problem of over-population is funny, lack of other

forms of amusement!"

He adds that this time around, the film is an out-and-out musical, unlike the earlier

ads in which the plots bore a more elaborate set-up of the social problem in

question.

The creative team insists that this ad humorously showcases a "fantasy solution" to a

very real problem. In the past too, Idea's ads have typically been about solving large

problems through simple imaginative mobile solutions that might not be possible,

but only plausible, in the real world.

Sashi Shankar, chief marketing officer, Idea Cellular, says, "Our brand campaigns

have always celebrated ideas that have the power to change society and the way we

live.

This time, the idea is 3G and it has a strong entertainment appeal. It has been

designed to resonate with the larger audience, on a critical subject looming in the

country."

Previous social themes that the brand has chosen to highlight in its communication

include education, caste, democracy, saving paper, and language barriers in India,

amongst others.

The ad film has been produced by Chrome Pictures and directed by Amit Sharma.

A 360 degree communication programme to promote the campaign and drive

awareness, is in the offing.

9.2 Print Ads:


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Idea cellular came with various Print Ads in news papers & magazines mentioningvarious features of 3G service & its benefits.

Print Ad displays various 3G features like Video calling, Mobile TV, High speedinternet etc.

9.3 Digital Media Promotion: Idea cellular used various Digital Media channel for promotion of there 3G

service

They had dedicated Idea 3G Page on social networking site like facebook.Which displays various TV Ads of Idea & have discussion on various Idea 3G

services & its benefits

They also came up with Unique thing called as Usage Calculator on therewebsite. This calculator can be accessed by all Idea 3G users. Using this calculator

it gives you approximate amount of your data usage in a month. So on basis of

your usage you can decide which data plan you want to subscribe with Idea 3G

service

Also they had a joint promotion with Cleartrip.com i.e. if you make payment ofyour postpaid bill online then you voucher worth 1500 Rs. Free for air ticket &

hotel booking via cleartrip.com

9.4 Joint Promotion:They have a joint promotion drive with Blackberry handset manufacturer research in

motion where with subscription of Idea 3G service you get variety of option to

choose any Blackberry handset

9.5 Cross Calling :

Customer Care centre of Idea cellular started calling people of different operators &explained benefits of Idea 3G

9.6 Other Promotion Activities: Idea also launched a Promotional Offer (same cost, double data usage) for its 3G

customers in Kerala, Maharashtra and Goa circle, offer is valid till 31st May, 2011

Idea recently partnered with Axis Bank to provide basic banking services onmobile space and launched Idea My Cash to ensure money transfer via mobile

devices


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Idea has also launched a toll free helpline 53599 to facilitate all 3G relatedinformation for users

To feel the difference personally, mobile users can experience 3G services atspecial Experience Kiosks set up at select Idea stores

9.7 Community Awareness Campaign Idea started with unique community awareness campaign in Mumbai in

partnership with Mumbai Police Department

This campaign aims at creating awareness among people of Mumbai city, to bealert & check if there is any suspicious things lying in their surroundings

This campaign was placed at major public destinations like Hospitals, Malls,Railway Platforms etc

10. Financial Highlights


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11. Competitors Mapping

12. Future IMC and Recommendation Idea should focus on its strategy to penetrate into rural markets where the growth is

maximum

The brand so far has been highlighting the social issues and connecting with telecomrevolution

Idea should continue making such campaigns However, the Ads are losing on its creativity quotient (launch of 3G Ads) which needs

to be looked into

Since the TG is mass population who use mobile phones for communication, Idea willhave to use ATL and BTL promotions

vodafone idea report

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