P R E S E N T E D BY :
VIPUL KUMAR(071)
NISHANT BAGHEL(115)
VODAFONE ESSAR
Vodafone, the worlds leading mobile
telecommunication company, completed the
acquisition of Hutchison Essar in May 2007
Launched in India on 21st September 2007
Welcomed in India with the Hutch is now Vodafone
campaign
Offers 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'
Growth Rate
MMS Service
Market Share
SWOT ANALYSIS
It has the 2nd
highest market
share in India
Communication
strategies
Its strong
advertising
startiges and
impact on people
Improving
infrastructure
VAS as a
means to
increase ARPU
(big boss, Zoo
Z00)
Poor network
coverage
Zoo zoos too
sophisticated
for rural
markets
Competitio
n from
Indian
players
already
present in
rural circles
STP ANALYSIS
Segmentation:
Age
Service usage
Income
Life of service
Geographical condition
Nature of customer
TARGETING
Vodafone is adopting a multisegment 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.
POSITIONING
TaglineWhere you go the network follows
you
Hutch , 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 needs
Validity
24 Hrs
24 Hrs
24 Hrs
24 Hrs
Communication Mix
Advertisement
Broadcast
Print
Outdoor
Sales promotion
Public relations
ADVERTISEMENT
Class Television; Vehicle DD News &
Regional channels
DD News : Since Rural Indians are keen
watchers of news
Class- Radio; Vehicle: AIR, regional channels
like Radio Joyalukkas
All available radio channels (Both Local &
National) Jingle in Hindi & local language
Scheduling
Television : Pulsing
Radio : Continuous
Print
Local News paper like Dainik Agradoot,
Divya Bhaskar, Gujarat Samachar,
Sakaal, etc
Outdoor
Hoardings
Outside Gram Panchayat
Wall Paint
Glow Sign Boards At Local Grocery Stores
SALES PROMOTION
In store displays
Schemes to distributors & retailers
(commission & gifts on achieving target
sales)
Tie up with local panchayat & use flash
mobs (street play) on the theme of
Vodafone message
Float Activities at different Retailers &
distributor outlets to generate walk-ins.
PUBLIC
RELATION
Sponsorship
Athletes
Sports events (football), Boxing events
Excellence in academics: Scholarships
2 students/school: 200 schools in 100
villages
Colleges cultural programs
Using local celebrities
Using Irrfan Khan to promote trials
BUDGETING (2MONTHS)
TOOL OF
COMMUNICATIO
N
Broadcast
(10sec)
6 channels
CRITERIA
COST
FREQUENCY
TOTAL (Rs.)
Commercial
rating point
85,000 for
local &
1,00,000 for
star plus
5 Ads
/Day/channel
7.87 Cr ( 1
month)
18,00,000
Radio (2
months)
3 stations
After show
2000
5
Ads/Day/chann
el
Print (1 local
Newspaper)
Circulation
(300000)
50,00,000
1 month
50,00,000
Outdoor
High Density
location/
gram
panchayat
6000
11,76,000
Wall Paint
Product cost
30/sq feet
15,000 sq feet
4,50,000
Flash Mobs (1
group/village/
weekend)
No. of villages
(100)
3500/village/w
eekend
100
3,50,000
No. Of
retailers
2000/signage
300
6,00,000
Glow Sign
Boards
contd
TOOL OF
COMMUNICATI
ON
CRITERIA
COST
FREQUENCY
TOTAL
FLOAT( BRAND
ED VEHICLE)
High
Density
villages
45,00,000
3.15 cr
--
--
--
10,000/stude
nt
2 students /
school
40,00,000
Scholarship
Excellence in
Academics
Academics
200
schools
THANK YOU