Keywords: vodafone marketing strategy
Marketing Strategy is an integral part of overall corporate strategy, which is concerned with developing strategies for learning what customers want and then effectively achieving their requirements. Vodafones marketing purpose is to attain market authority, network quality and maximize the customer satisfaction. They strategy utilized by Vodafone is customer centered and product led; the business is continually expanding services and services which utilise the latest scientific advances. Desire to is long to provide the customers with e value added services and also competitive charges to the prevailing customers.
The aim of the study is to understand the advert strategies adopted by Vodafone Essar in India, and also to study the potency of the plan of Vodafone- "Indian Premiere Category Season - 2" and also to make a study of effectiveness of the advert strategies of Vodafone in their current market.
Vodafone is the most valuable as well as leading international telecommunication company. It has partnered a jv in the Indian market with the Essar Group. Essar is a perfect exemplory case of the diversified business company which is spanning the services and the manufacturing industries, for eg, material, transport and logistics, marketing communications, energy etc. This group has a base asset of about 400 million rupees and an employee band of more than 20, 000 people.
21st Sept 2007, the launch of memorable jv, the Vodafone Essar group. Vodafone in India was welcomed with a fantastic phrase "Hutch is now Vodafone" advertising campaign. Hutch was as it is very famous among folks of India, now it was prudently transitioned to Vodafone. This is a significant section in the history of telecom, as the progression of Vodafone, regarded as a very vibrant and at that time ever-growing brand. This brand across India was launched country wide through high profile ad-campaign.
This migration of Hutch to Vodafone was the quickest and most comprehensive in the annals, with 400, 000 multi-brands outlets, from which over 350 were Vodafone stores, over 1, 000 minuscule stores, over 35 mobile stores and over 3, 000 touch factors which were rebranded within 2 a few months. The business now has 74. 08 million customers**. They have earned titles over time that are "Most Respected Telecom Company", the "Best Mobile Services in the united states", "Most Creative and Most Effective Advertiser of the entire year".
The study has found out that the advertisement strategies that have been utilized by the Vodafone Essar have provide them with greater results by increasing their sales. This truth has been turned out by the various research tools that can be used like the correlation, hypethesis evaluation. This research will absolutely sure help the firms to work and enhance their advertising strategies, because adverts are the best ways to encourage the individuals about our brand or product, and make their intellects to go and have them.
The research statement is
"To study and analyze the effectiveness of the advertising campaign strategies followed by the Vodafone Essar Group"
The above problem declaration quoted is nearly a research that is usually to be performed instead it can be an analysis to find out whether the advertising campaign of Vodafone Essar were effective or not. This research will definitely benefit the business by recommending them if any future changes required in the present strategies. This will also help them in attaining good result in another financial time with better sales.
The goals of the research are
To understand the advertising campaign strategies of Vodafone Essar.
A review of the effectiveness of the campaign used in the "Indian Premiere League season -2".
To study the potency of the advertisements strategies in the current the market condition.
Vodafone's Marketing Strategies : Hutch to Vodafone
Re-branding of Hutch with Vodafone
Vodafone's new advertisements strategies started out with the same and familiar persona of pug, brand ambassador of Hutch, the hutch dog. Tagline recently was "wherever you go, our networks follows" with the pug following a child wherever he should go. The note given with the brand changeover exercise was "The new Vodafone is the same old Hutch. In the ad the pug finds a fresh house after it profits from an outing and feels that the new change is way better. They came with the new catch phrase "Make the most now".
Vodafone acquired also tied up with the entertainment channels like Legend India to run the advertising and completely roadblock it for 24-time with the rebranding campaign. Vodafone used all its commercial airtime on 13 channels in 5 different languages from 9pm 20th September to 9pm 21st September to show this campaign.
Promotion of the Re-branding to the public
Conventionally if we see, for any rebranding to be marketed requires ample time frame. But this challenge was readily taken by Superstar Network and Maxus, to make it as quickly as possible by road obstructing the stations on your day of rebranding occurred. Since Superstar is the leading network in India, this program proven itself to be very good for the kick off of the Vodafone. This not only helped in promoting the brand understanding but also breaks the clutter taking place the most happening sector of telecom. The printing media came into picture on 21st September one day after the splash from the tv screen.
While the rebrand campaign were doing their work on tv set on the other side the company was preparing itself to deal with the price conflict, that was again very important factor first of all in telecom sector and subsequently in the Indian market.
Entry of Vodafone in the Handsets Market
Vodafone also launched low-costs handsets to its new users under the Vodafone brand and also co-branded the handsets sourced from the other global vendors. This is done by getting many low- costs handsets from about the world into India. Vodafone distributed these handsets through its network of 400, 000 outlets. By doing all of this Vodafone also became a mass mobile phone brand along with carrying on to stay as the telecom service provider.
The above strategy was used by the CDMA players like RCOM and TATA Tele-services but Vodafone was the first GSM to do this.
The Vodafone, a communication leader in an significantly connected world - also enriches the lives of the consumers, supporting the individuals, businesses as well as the communities to be more connected by providing them their total communication needs. Vodafone's brand is itself a representation of this belief - the beginning of a new chat, a result in, a catalyst, a symbol of true pioneering.
Advertising is the most frequently used tool to aid or promote the rebranding, also its very easy, flexible and quick to improve. There's also many illustrations where advertising has rebranded and repositioned or reinforce brands. There have been also instances which developed strong psychological link with the general public. The advertising firm of Hutch and today Vodafone, O & M(Ogilvy and Mather) experienced two-folded task to do, first to declare the access of Vodafone to India and second to identify the move of Hutch to Vodafone. Which they did very smartly with the pug, in a marketing campaign they confirmed the pug appearing out of the red kennel and then entering into the red one, the pink color depicted Hutch whereas the red depicted the Vodafone. A more dynamic and chirpier version of the songs "You and I" tune associated with Hutch was also enjoyed towards the end and it concludes "Change is Good, Hutch is now Vodafone".
Advertising company that turned out the success of Vodafone
O&M also launched four commercials, which had cartoon boy and a woman who launched the logo of the new brand to consumers. The four creatives which were only of 5 moments included the duo peeping above the wall merely to see the logo design; parasailing with the logo flying high behind them; launching a rocket bomb where the explosion in the air reveals the brand brand; and previous was the trendy one where curtain was raised in order to create the custom logo.
Another bunch of four advertisements casted the old Hutch dog "pug". These commercials were of 10 seconds and they taken pug in the situations where he practically, saw red, color created the visible impact on the consumers this plan made the general public remember the color of the brand. The pug was shown in a basket that was red in color, popping from a red cart, drying itself on the mat that was also red in color, finally hiding itself in a beautiful red colorization blanket. Here also the target was fulfilled by making use of the punch series "Hutch is currently Vodafone".
The print advertising were working in their own way, in various languages and in various dailies. These print advertising were made very easy just as a still shot of the pug was taken inside a red shaded kennel. The identical creative was applied to the outdoor hoardings as well, in all the 16 circles in which Vodafone was now functioning.
It wasn't easy as it appears to be to integrate the two brands like Hutch and Vodafone. Hutch as is well known is a delicate, understand the brand, while internationally, Vodafone signifies high energy, dynamics and young vitality, all these were symbolized by its scarlet speech mark custom logo. And because of most this it always acquired a very dynamic background music and feel of the advertising.
A few advertising campaign include
Hutch is currently Vodafone: if we watch any of the start programs or tuned to the 20-20 world glass, the advertisings were seen. On 11 Feb 2007, Vodafone decided to acquire the controlling interest of 67% placed by Cheung Kong Holdings in Hutch-Essar for US$11. 1 billion and today were required to rebrand itself so it had decided to run a new ad series which piggy banked on Hutch's dog mascot and the theme "Change is Good". This required practically 250 crores of spending by Vodafone, nevertheless they have successfully colored the town to their color that was red. Probably the most interesting part of computer was the a day roadblock that was done on your day of rebranding on the channels of Superstar network, so that other than this one no other commercials was aired(in addition to the in-channel promos).
Vodafone also developed the Valentine Day Special Advertising: Vodafone released an extremely great and simple advertisement of the musical greetings which were directed at the couples through the Valentine week. The feature of the advertising campaign is its simplicity and believability and is quite well received. It uses the setting "Make the Most of Now" enjoy the video.
Vodafone Chota Credit Printer ink Advertisement: this ad came as a refreshing change and more so that this advertisement requires a very refreshing go through the school with fountain pens. This advertisement creates very wonderfully simple meaning which really puts the point of Chota(small) credit across.
Vodafone and the Funny Advertisements
"Everyone enjoys Funny commercials. Creative people like creating them. Marketer are pleased to be running them. The consumers enjoy seeing them. "(Roman and Mass, 1976)
Funny ideas for advertisements
Make customers Hoard. . use funny Billboard!
Mascots dance to your tune by wearing funny costumes!
Press the laughter button while they watch TV (zoo-zoo)
Make Catchy JinglesYour celebrities would Twinkle!!
Want loads of money. . Use inflatable that are funny
Innovation is usually a part of adverts and the advertising firms reach out for new ways to capture the possible consumer's center. Vodafone capitalizes on the progressive ideas and always came with the new adverts that required the brand on levels always. Out of all the advertisements launched by Vodafone, ZOOZOOZ will be the best.
O&M the mastermind behind Vodafone Zoozooz Advertisements and the key objective was to set the positioning of Vodafone as an ground breaking leader in the mobile services sector. The advertising strategy was to hit substantial levels by maximising the mark audience. IPL-2 was the best option for Vodafone to do go for. The advertising strategy behind it proven itself from the fact that the name Zoozooz received in conjunction with the brand Vodafone and compiled more promotion and reception than IPL. Repetition of the advertisements of Zoozooz may bore the visitors, so O&M came up with new Zoozooz Advertising every day. Zoozooz were the new brand ambassador for Vodafone, has generated a furore in the advertising industry. Zoozooz succeeded in giving the exact makeover Vodafone was looking for along with amazing brand presence.
ZOOZOOZ strategy strike in the market
The main reason of the advertising campaign to succeed was that is was very well organized and launched before the Indian Premiere Group- 2 using it as its program. Cricket in India in nothing at all less than religion, and Zoozooz captured attention of most those people who saw the matches, which matter was huge almost 2 billion people were targeted through this campaign. Individuals were so seduced that they use to hold back eagerly for the respite to come also to watch more tales of Zoozooz. Zoozooz has become such a hero ever sold of advertisements that folks will not forget in generations to come.
Zoozooz are in essence animated persona, with egg molded head, round belly, but hands and hip and legs are extremely skinny. It was completely new and innovative strategy and also Vodafone wonderfully promoted their services by creating different and much more interesting stories displaying Zoozooz in it. The allure of the Zoozooz was so much that self-marketed strategy was also implemented plus they were instant success to the mass of people. Zoozooz for themselves created such huge audience and also provided raise to the brand of Vodafone.
People were as it is excited about the sweet and lovable identity zoozoo, but this interest heighted when Vodafone disclosed that Zoozooz were not animated, rather humans were playing their heroes. People became hungrier to know about their favorite Zoozoo.
In the second phase Vodafone started promoting these personas on social advertising sites, which is known as to be always a wise decision. People started joining fan club of Zoozooz on these sociable networking sites like Orkut, Facebook, Youtube, Tweets and many more. Also the communication started building amongst these folks.
Vodafone also developed the Zoozoo goodies like zoozoo toys, zoozoo mugs, zoozoo keychains, zoozoo t-shirt, etc. Zoozooz have finally turn into a brand.
"Vodafone Zoozooz will be the new Hutch Puppies"
One often wonders the facts about these advertising that they clicked the visitors to certain extent. Is it basically because the Zoozooz are pretty or could it be due to humour this is the basic theme of the advertisements. Whatever it could but they have given Vodafone, the world's leading mobile telecommunications company. Zoozooz were launched in the IPL-2 whereas in 2008 i. e. IPL-1 Vodafone emerged up the advertising campaign with tagline as "Happy to Help" services. An animated character was employed in 25 advertisements to promote the various Value Added Services(VAS).
Vodafone runs in the "Oligopoly". Oligopoly is market composition that has unique features because it is characterised by few retailers and mutual interdependence. Price, Volume and Revenue are the key players of this market. There are various "price wars" (reducing the purchase price) as well as "non price wars" taking place. Advertising is the non-price battle where advertisements will be the way to slice the chance of the competitors by using various strategies.
How have this Ad contribute to revenue
Revenue in the three months ended June 30, 2009 rose to 10. 7 pounds ($17. 7 billion), in line with analyst estimates, evidently turned out that the Ad has added maximum. Vodafone CEO Vittorio Colao said that its total communications strategy was providing well, with group data revenue 7 % greater than last year's comparative period. He also said that the free cashflow era was strong at 1. 9 billion, up 21%. But while Vodafone has shown symptoms of combating the recession; some regions of weakness still continued to be. Not taking into consideration the positive effect from forex fluctuations and acquisitions. Vodafone results also identify several areas in its center businesses that want close attention.
According to a report in the Telegraph on 24 July 2009, Vodafone the world's most significant mobile phone organization by earnings, reported sales in line with market expectations for your quarter to end-June as power in India and Africa compensated for the weakness in European countries. According to CEO Vodafone added 8 million customers in this one fourth, taking its proportionate customer platform to 315 million. Expansion in India and South Africa helped the mobile phone giant survey a 9. 3% climb in revenue in the 90 days to end of June to 10. 7 billion.
After going right through the Advertisements Strategies of Vodafone, I conclude that campaign whether it be through print marketing or through the advertising shown on television set, plays an essential role in creating a Brand. Hutch and Vodafone rebranding is the memorable & most big event in the telecommunication industry. And the advertisements made this event bigger by consistently broadcasting the advertisings for 24 hours on national television. The main motive is to make people find out about your brand. That is certainly what is done excellently by Vodafone.
The advertisement also puts a very big question before the other telecom companies, does having big celebrities and cricketers as their brand ambassador really help? Doesn't a simple white identity with egg molded head, round belly and thin thighs called Zoozoo can gain the attention of masses. This is unquestionably a new pattern in addition to a new influx.
Thus it could be seen that oligopolistic market composition of the industry has played out a substantial role in the technology of revenue for Vodafone, especially through this unique advertising strategy.
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