Vodafone Essar’s Advertizing Strategy

-Section S3 – Group 4

Prepared by

Abhishek Sharma FT13300Arjun Choudhry FT13312

Garv Sharma FT13325Irene Eltham FT13337

Mrityunjay Arya FT13350Ramachandran FT13362

Sonali Das FT13374Vijaykumar Bale FT13386

Company History

• March 2007 – USD 10.9 Bn invested in Hutchison Essar Ltd – 52% Stake by Vodafone– Essar continues to hold 33% stake in HEL

• September 2007 – Rebranding Exercise– HUTCH Vodafone

Vodafone Essar Limited

Marketing Channels

TVCNewsPaperHoardings

Radio

Advertizing Strategy Change

Rebranding Campaign

Where

Ever you go our

Network

Follows

Make the

Most of

Now

Tagline – “Change is good...” Baseline-“Hutch is now Vodafone” Hutch

Vodafone

Sept 2007 Mass media “Hutch is not Vodafone”

Oct 2007 – Region Specific

Festival Specific – Durga Puja, Diwali

Dec 2007 – TVCs “Alert Services”

Beauty Tips, Astrology, Art of

Living

Apr 2008 – Happy to Help

Featuring Pug

Dec 2008 – Friends Circle

Jan 2009 – Cheaper SMSs

Feb 2009 – Amar Chitra Katha

Advertizing Campaigns Sept 07 – Feb 2009

Rebranding / Awareness

Region Specific

VAS & Price /

Network Focus

Ad Focus

Launch of the Zoozoos CampaignO&M advertising agency • Launched on April 20, 2009 withabout 30 different TVCs for

VASincluding – Cricket alerts, beautyalerts, phone backup, Chota Credit,Vodafone Maps, Vodafone call filter,Live games, Musical greetings... Etc

• 20 – 30 seconds duration with the ad message about the VAS. Ending with“Make the Most of Now”

• Advertisements were launched during the IPL season 2 in order to make people aware about the VAS offered by Vodafone. IPL being one of the most watched event in India, would help this promotion.

• Apart from the advertisements, company also offered other products like:

• Dedicated microsite where in people could participate in quizzes• Zoozoo ringtones, wallpapers and screensavers.• Zoozoo merchandise, bags, keychins and t-shirts.• The advertisement campaign was also launched on facebook,

twitter and youtube. It was a major hit on these social networking sites

USPDifferent Ad Each Day – Huge Viewer AppealHumorLikability – Funny , AttractiveUnique Design – More Human – Perception of “Live Animation”Relatablility – Zoozoos in all shapes & sizes - Mom, Dad, KidsUse of Real People – Human Factor

Advertizing Age : “World’s most viewed

Viral Video”1.45 Mn Views

Problem Statement

• How to attract people in Semi urban – Rural Areas ?

• How Zoozoo Campaign to Increase Revenues?• Possibility of Zoozoo Brand to become bigger

than Vodafone’s own brand.

Alternatives

1. Continue with Zoozoo Ads– New Services– Regional Targeting – Rural

• Customization• New Channels

2. New Brand Campaign– Human – Emotion Element

3. Mix of 1 & 2 for Urban & Rural4. Pug & Zoozoos Campaign Mix

Challenges1. Huge Push – Existing Brand

1. Relatablity Issue2. Cultural Factors

2. Reinventing the Wheel

3. Brand Dilution – Zoozoos4. Brand Dilution – Vodafone /

Hutch

Recommendations – Increasing Revenues• Go forward with the zoozoo brand

advertizement– Customer Delight – Additional Services – Value Add

• Induce customers to come to store / Get free gift

– Use of Zoozoo for new upcoming services like 3G– Market Segmentation – Youth – Incremental Benefit

with Extended Purchases• Ringtones• 2G / 3G• Social Networking• New Zoozoo Mobile App

• Integration of Payment Services Special Offers on with Retail segments

• Special Benefits for Visiting Zoozoo FB Page

Recommendations – Increasing Outreach (Rural & Semi Urban)

• Consumer Research on Cultural & Buying Behaviors in order to

• Create Indian Zoozoos Ads• Increase Relatability• Ads in different regional languages – Zoozoos meet Indians /

customization with current affairs / local events

• Consumer Research on Points of Market Entry – New Channels ( Rural Customer)

• Billboard – Local Saturday Markets• Ad posting in Local Buses / Shared Auto in Rural Areas• Alliance with Brands with penetration in rural markets / Run

Parallel Contests (Region Specific)– Coke / Pepsi / HUL / PNG / Dabur / Godrej

Prepared by

Abhishek Sharma FT13300Arjun Choudhry FT13312

Garv Sharma FT13325Irene Eltham FT13337

Mrityunjay Arya FT13350Ramachandran FT13362

Sonali Das FT13374Vijaykumar Bale FT13386

Thank You