Vodafone - Marketing Communication

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Slide 1:

INTEGRATED MARKETING COMMUNICATION PRESENTED BY: ASHISH BAID (V1011) TANIA SAHA (V1049) AKSHAY JODHA (V1055) RAHUL DOKANIYA (V1089)

VODAFONE ESSAR:

VODAFONE ESSAR Vodafone, the world’s leading mobile telecommunication company, completed the acquisition of Hutchison Essar in May 2007 L aunched 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'

THE TRANSITION FROM HUTCH TO VODAFONE:

THE TRANSITION FROM HUTCH TO VODAFONE One of the largest brand transitions in the world Earmarked Rs. 2.5 billion for the transition It wasn’t easy integrating Vodafone with Hutch; the latter, as is known, is a subtle, understated brand, while globally, Vodafone represents high energy, dynamism and young vitality – all represented by its bright red speech mark logo. The main message of the brand transition exercise: The new Vodafone is the same old Hutch. The new catch phrase was ‘Make the most of now ’ The Zoozoo campaign won three accolades – two Gold and one Silver, at the Asia Marketing Effectiveness (AME) awards ceremony.

CURRENT MARKET SHARE:

CURRENT MARKET SHARE

BCG MATRIX FOR VODAFONE:

BCG MATRIX FOR VODAFONE Value Added Service GPRS and Internet Service SMS and Calling Service MMS Service Market Share Growth Rate

THE RURAL MARKET:

THE RURAL MARKET Various factors affecting the rural market: Reach – distribution Pricing – smaller units Product awareness – stronger, simpler communication Hurdles – infrastructure, diversity Strategies Consumer behaviour

SWOT ANALYSIS:

SWOT ANALYSIS Improving infrastructure Growing literacy levels Decrease in no. of BPL families Image: too urban Zoozoos too sophisticated for rural markets Brand Name Wide media coverage Communication strategies Competition from Indian players already present in rural circles

STP ANALYSIS:

STP ANALYSIS Segmentation: Age Service usage Income Life of service Geographical condition Nature of customer

…contd:

… contd Targeting Vodafone should adopt single -segment approach with a minute change in their services. STD calling cards for the families of those professional who use to work abroad. Rs. 10 recharge for small user. Positioning: Tagline “easy to use “ 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

OBJECTIVES:

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 Brand awareness in rural areas Maintaining its position in current market Vodafone should divert towards warmth and emotional appeal for connecting with Rural India

THE 4/- ONLY PLAN:

THE 4/- ONLY PLAN Benefit/Offer Validity Calls to local Vodafone mobiles @ 10p/min 24 Hrs 400 Local & National SMSes 24 Hrs 8 Local & STD mins 24 Hrs 40 Night Talk mins to local Vodafone mobiles (between 11pm – 7am) 24 Hrs

Message & Creatives:

Message & Creatives Tagline: Small price, big benefit, greater happiness ( Chhoti keemat , badhi suvidhayein , sabse badha khushi ) Underlying message: Vodafone offers plans to suit your budget, while providing every benefit Creatives : Parrot as a mascot for rural India Print ads, TVCs, Radio ads Parrot as part of street plays

A MASCOT FOR VODAFONE:

A MASCOT FOR VODAFONE

Communication Mix:

Communication Mix Advertisement Broadcast Print Outdoor Sales promotion Public relations

ADVERTISEMENT:

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

Slide 16:

Print Local News paper like Dainik Agradoot , Divya Bhaskar , Gujarat Samachar , Sakaal , etc (Full page Ad) Outdoor Hoardings Outside Gram Panchayat Wall Paint Glow Sign Boards At Local Grocery Stores

SALES PROMOTION:

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:

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

MAHARASHTRA: 43722 villages:

MAHARASHTRA: 43722 villages TV CHANNELS: Doordarshan Star Plus ETV Marathi ZEE Marathi Saam TV ZEE 24 Taas RADIO CHANNELS: All India Radio Radio Mirchi Red FM Radio Dhamaal Radio Tomato

BUDGETING (2MONTHS) :

BUDGETING (2MONTHS) TOOL OF COMMUNICATION CRITERIA COST FREQUENCY TOTAL (Rs.) Broadcast (10sec) 6 channels Commercial rating point 85,000 for local & 1,00,000 for star plus 5 Ads /Day/channel 7.87 Cr ( 1 month) Radio (2 months) 3 stations After show 2000 5 Ads/Day/channel 18,00,000 Print (1 local Newspaper) Circulation (300000) 50,00,000 1 month 50,00,000 Outdoor High Density location/ gram panchayat 6000 100 location & 96 gram panchayat 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/weekend 100 3,50,000 Glow Sign Boards No. Of retailers 300 2000/signage 300 6,00,000

…contd:

… contd TOOL OF COMMUNICATION CRITERIA COST FREQUENCY TOTAL FLOAT( BRANDED VEHICLE) High Density villages 45,00,000 7 3.15 cr Scholarship -- -- -- Excellence in Academics Academics 200 schools 10,000/student 2 students / school 40,00,000

Slide 22:

Total Cost of the Budget =Rs. 12.35 crores

EVALUATION & CONTROL:

EVALUATION & CONTROL Testing methods to be used can be : Post-testing : Recall & recognition test Evaluation and control mediums which would include milestones achieved and continuous evaluation Media strategies need to be evaluated, Ad effectiveness.. Brand awareness Field test - through Ad on air Float – no. of sales per float

THANK YOU:

THANK YOU

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