vodafonr marketinf presentation 2003

8/3/2019 VODAFONR Marketinf Presentation 2003

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PRESENTATION NAMECompany name

Make the Most of Now


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Vodafone itself was formed in 1982 and was launchedon 1 January 1985.

VO represents voice and DA symbolizes data.

Vodafone entered India in December 2005Successfully rebranded 'Hutch' as 'Vodafone in 2007.

Despite the official name being Vodafone Essarpreviously Hutchison Essar, its products are simplybranded Vodafone.

Both prepaid and postpaid GSM cellular phone coverage

throughout India


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Vodafone is a mobile network operatorheadquartered in London-UK.

Chairman- Gerard Kleisterlee


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Pink is now red as Hutch is Vodafone in Indiafrom September 21, 2007, officially announcedin Mumbai. Hutch Is now Vodafone


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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


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


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Days before Zoozoo

Pug was the mascot for Vodafone

Taken over from Hutch

IPL 2008 had Vodafone going inPug for itsHappy to Help service


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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


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Segmented basis on types ofservices used

Urban and Rural region

customers were separated out

Segmentation:


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Targeting

Targeted customers who would use VAS services

Different kinds of VAS services were offered for differentkinds of customers

Urban customers were more in focus

Young people


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Characteristics each lend toZoozoos

Cute

Quirky

Cuddly

Alien Species

Human like

Harmless

Kiddies

Humorous

Simple

Adorable


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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)


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Market Entry Strategy

Grow through geographic expansion

Acquisition of new customers

Retention of existing customers

Increasing usage through innovations in technology.


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Marketing Mix

Vodafone live! provides on-the-move information services.

Prepaid Cell phone connectionPrepaid recharge cardVodafone PostpaidCalling CardsVodafone PCOI-Phone 3GVodafone Handy phonePrepaid recharge cardMagic Box Handsets

PRODUCT


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Conti.

SERVICES

Tunes & DownloadsEntertainment

SportsDevotionalNews & updatesAstrologyFinanceTravelMail, messaging & moreDial in servicesBill info

Miscellaneous

Cricket alerts

Love tips


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Conti.

Vodafone wants to make its serviceaccessible to all.

Offers various pricing structure todifferent customer groups.

Monthly price plans are available.

All these services were ataffordable prices, some around 30

Rs per month.

PRICING


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Conti.

PLACE

Vodafone covers almost 75% of itsoperational area

It also sells through independent retailers

Customers are able to see and handleproducts they are considering

People are on hand to ensure customersneeds are matched with the right productand to explain the different options

available


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Conti.

PROMOTION

Advertising on TV, magazines,via internet and on bill boards.

Special offer promotions.

Vodafones stores, its products

and all its staff project thebrand image.

Public relations by its press

releases.


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Promoting throughTV 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 theVAS. And ending with Make the Most of Now


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Zoozoo Fashion tips video


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Internet ads

Dedicated micro site What kind of Zoozooare you?

Downloadable Ringtones,wallpapers, screensaversand videos

Facebook aimed atbuilding a community


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Hoardings & Billboards


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Other sources of Advertising

ANDROID WALK VODAFONE CALENDER


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Referring to marketing techniques that use pre-existingsocial networks to produce increases in brand awareness orto achieve other marketing objectives through self-replicating viral processes, analogous to the spread of

viruses or computer viruses.

It can be delivered by word of mouth or enhanced by thenetwork effects of the Internet.

Vodafone marketing strategy captured imagination ofmillions across the country.

Every age group was interested in the ad and the

related VAS products.

Successful Viral Marketing


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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

SWOTAnalysis


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


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WEAKNESS:

W

Difficulty in understanding the ads by rural populationdue to which rural people are least interested towatch and ultimately buy

Less focus on rural India


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OPPORTUNITIES:

O

Product and services expansion

Growing data business

Large capital can be raised by listing Vodafone onIndian Stock Exchange(IPO)

Revolution in the conventional way of advertising thatwas through public figures and celebrities

Low advertising cost leading to provision of cheaperservices


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THREATS:

T

High competition from new entrants.


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Title

vodafonr marketinf presentation 2003

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