Vodafone marketing stratergy

Make the most of now

Marketing Management Presentation on Vodafone

History of Vodafone

• Vodafone started as Racal Vodafone in 1982.

• It was renamed Racal Telecom in September 1988.

• In 1991, Racal Telecom was demerged from Racal Electronics to become the Vodafone Group plc.

• On 29th June 1999, Vodafone completed acquisition of AirTouch Communications of the US and renamed itself Vodafone Airtouch plc.

• Exactly one year later, on 28th July, 2000 it reverted to its former name, Vodafone Group plc

Vodafone PresentationChrist University, Bangalore, 4th Sept, 2008

•It represents a quotation mark within a circle. With 'O' in the Vodafone logotype being opening and closing quotation marks, suggesting conversation. Its logo is a true representation of that belief - The start of a new conversation, a trigger, a catalyst, a mark of true pioneering. •The name Vodafone comes from Voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones.“


More about Vodafone

Original Corporate Logo ofVodafone before 1997

New Corporate Logo of Vodafone as of 1997.

• Vodafone Group Plc is a public limited company incorporated in England under registered number 1833679. Its registered office is Vodafone House, The Connection, Newbury, Berkshire, RG14 2FN, England.

• Sir John Bond is the Chairman of Vodafone Group Plc

• Mr. Vittorio Colao of Italy is the new CEO of Vodafone after Mr. Arun Sarin took retirement on 29th July, 2008. Mr. Asim Ghosh is the CEO of Vodafone Essar, India.

• The Group has subsidaries in25 countries across 5 continents. And has Partner Markets in a further 42 countries.

• Products and services offered by Vodafone Voice Mobile telecommunication services Mobile Text centre (Messaging Services – SMS, PXT and MMS) Data Services Fixed line Fixed line internet access Device (Handsets and Vodafone mobile connect)


Milestones

• 1985 – 1st launch of a commercial mobile network in the UK• 1991 – 1st international roaming call in the world• 1994 – 1st mobile operator launching SMS• 2001 – 1st pan European roaming price initiative• 2002 – 1st European wide mobile entertainment

experience. Vodafone live! 1st commercial GPRS roaming service.

• 2004 – 1st offer of a 1-megapiel camera phone to Europe 1st launch of advanced UMTS service across

multiple countries


Vision 2010


Vodafone looking forward to become the Most Valuable Brand by 2010........

Rank Brand Sector

Trademark Value /

Enterprise Value(%)

BrandScore Brand Rating

1 Coca-Cola Beverages 39% 94 AAA+

2 Microsoft Software 15% 91 AAA+

3 Citibank Financial Services 13% 79 AA+

4 Wal-Mart Retail 15% 55 A

5 IBM Computers 23% 70 AA-

6 HSBC Financial Services 14% 88 AAA

7 GE (General Electric) Miscellaneous Manufactur 4% 77 AA+

8 Bank of America Financial Services 12% 79 AA+

9 Hewlett-Packard Computers 24% 77 AA+

10 Marlboro Tobacco 14% 67 AA-

11 Vodafone Telecommunications 17% 74 AA

12 Gillette Cosmetics/Personal Care 12% 91 AAA+

13 Intel Computers 22% 79 AA+

14 L'Oreal Cosmetics/Personal Care 39% 77 AA+

15 Google Internet 19% 90 AAA+

16 Toyota Auto Manufacturers 9% 69 AA-

17 Nokia Wireless Equipment 35% 89 AAA

18 McDonalds Retail-Restaurants 36% 92 AAA+

19 Pepsi-Cola Beverages 22% 74 AA

20 Dell Computers 53% 89 AAA

Vodafone is currently ranked as the 11th most valuable brand in the world

Most Valuable 250 Global Brands 2007


Advertising Campaigns

• Global Communication Campaign• Vodafone's 'big idea' campaign• Vodafone Guerrilla Marketing - Desk Car• Another Example of Vodafone’s Guerrilla Marketing• Vodafone UK launches commuter campaign• Brand Ambassador• Sponsorships by Vodafone

Vodafone McLaren MercedesEngland Cricket TeamUEFA Champions League


Global Communication Campaign


“How Are You?” Launch

Vodafone live! launch

‘Make the Most of Now’ Launch

‘How are You?’ and Vodafone live! executions

‘How are You?’ Executions

Pre 2001 2001 2002 2003 2004 2005 2006 2007

Brand Migration“Hello”

Vodafone's 'big idea' campaign


• Vodafone chose TV as a part of its advertising campaign to promote its small business price plan with the launch of the programme 'Big Idea' in partnership with Sky Channel.

• The contestants were scrutinised by a judging panel on the show. And the winner was awarded with £ 100,000 to make the concept reality.

• The reason why Vodafone chose TV because……..


The Big Idea

Series

Radio Partnership

TALKUP\CONTENTS

ADS DIARIESPROMO

Outdoor

VODAFONE PR POSTER

SITESAMBIENT

Online

ONLINE STORE

VODAFONE.CO.UK

ONLINE ADS

VIRAL ADS

SKY.CO.UK

RADIO WEBSITES

SEARCH

Customer Relationship Managemen

t

DIRECT MAIL

BILL INSERT

TEST

Vodafone channels

PUBLICATIONSSALES

IN-STORECALL CENTRES


Vodafone Guerrilla Marketing - Desk Car

• Vodafone launched its new Vodafone 3G services which offer new level of mobile working experience through guerrilla marketing campaign.

• To promote their 3G services Vodafone have used these interesting desk cars.

• This car travelled around London traffic to show Londoners 3G experience in a very surprising way.


Another Example of Vodafone’s Guerrilla Marketing

• In a Rugby Match between New Zealand and Australia two men streaked (naked) between the game with the corporate logo of Vodafone painted on their backs.

• The company also ended up donating $30,000 pounds to a non profit campaign aimed at reducing sports injuries.

• Illegal stunts do work because they will (or more than often do) get the attention of the public through the media that too for free.


Vodafone launched commuter campaign

• This campaign was started by Vodafone to promote the power of accessing the internet via the mobile in UK.

• For this campaign Vodafone purchased extensive media in stations, rotating poster boards on platforms and public places like shopping centres and even cricket grounds.

• As part a part of this campaign Vodafone set itself a challenge – to set up a customer’s ‘free mail’ account, such as Yahoo Mail, Google Mail or MSN, on their phone (Vodafone devises) in less than two minutes.


Brand Ambassador

• Vodafone uses brand ambassador basically to support Vodafone's drive for brand migration. It helps to fulfil its aim to grow successfully by acquiring local companies in markets that Vodafone would like to enter.

• And since David Beckham is a popular figure worldwide, it has helped Vodafone to smooth the way for the substitution of the global brand in place of the local one.


Sponsorships by Vodafone• Vodafone believes that its spousees act as ambassadors

for the Vodafone brand.

• And has established tangible links between the products and services it offers and the organisations that it sponsors

• Its sponsorship are :– Vodafone McLaren Mercedes– England Cricket Team– UEFA Champions League


Vodafone McLaren Mercedes

• The sponsorship demonstrates Vodafone’s ongoing commitment to the Formula 1 World Championship with its world class drivers Lewis Hamilton and Heikki Kovalainen through which it has significantly been able to appeal for its consumer and business customers around the world.

• The title sponsorship including the team name ‘Vodafone McLaren Mercedes’ and ‘Official Mobile Partner’ of the team gives Vodafone; dominant Title Sponsorship branding on the cars, drivers' and pit crews' overalls and helmets.


England Cricket Team

• Vodafone has been sponsoring the England Cricket Team for the past 11 years and there support is still going strong as the principal partner of the Team.

• This partnership gives employees and lucky customers unbelievable access to get up close and personal with the Team. It also gives them the content that they know we want to see, like live footage and score updates direct to our phones.


UEFA Champions League

• Vodafone is in its second season as Official Partner and Official Mobile network of the UEFA Champions League, the world's largest annual football competition.

• The partnership enables Vodafone to deliver content including video highlights packages and goal alerts from all UEFA Champions League matches to football fans on the Vodafone live! with 3G consumer service.

Vodafone Essar (INDIA)

• Vodafone Essar commenced its operations in 1994 when Hutchison Essar Telecom acquired the cellular licence for Mumbai.

• Later, it joined the with the Essar Group as its principal joint venture partner for the Indian market and it had came across India launched their brand on 21st Sept, 2007.

• According to a survey in India till March, 2008 there are 44,126,243 GSM connections.


Its Products and competitors in India

• Product and services in India– World calling card– Post paid services – Prepaid services– Vodafone handy phone– Vodafone PCO

• Competitors in the Indian Market– Aritel BPL mobile.– Shyam Telecom Ltd– MTNL– BSNL– HFCL Group– AIRCEL– TATA Indicom– Idea Spice– Reliance communication


Vodafone Takeovers Hutch


• On 11 February 2007, Vodafone agreed to acquire the controlling interest of 67% in Hutch-Essar for US$11.1 billion and had rebranded itself.

• This required nearly 250 crores of spending by Vodafone but they have successfully painted the town red since most of the cost was towards changing the appearance of the dealers to suit the changed brand which took around 50 per cent of the cost.

•Later, on 20th September, 2008 it rebranded its name from Hutch Essar to Vodafone Essar following Vodafone’s takeover in Hutchison Essar.

Why use of pug by Vodafone??


• Considering the fact that Hutch was a well loved brand in India and one of the factor’s of its popularity was the pug.

•The basic idea was to ensure that people don’t forget the old brand; rather, they welcome the new one as an improvement over the old and wanted the customers to know that this brand just got better.

• And to show this transition it started with the ad with a direct and thematic of pug in the garden with the concluding tagline “Change is good, Hutch is now Vodafone”.

Advertising Campaigns in India

• Vodafone’s 24-hour campaign on STAR India• Star studded field for Vodafone Delhi Half

Marathon• Vodafone and Coke joined 9XM as platinum

sponsors• IPL: Vodafone Essar is official telecom partner• Unlimited Talk Time for Puzzles at Vodafone


Vodafone’s 24-hour campaign on STAR India

• Vodafone collaborated with STAR channel, the leading television network in India, to launch a massive 24-hour nationwide rebranding campaign.

• Vodafone used all of the commercial airtime across the STAR India network from 9 p.m. on 20th September, 2007 to 9 p.m. on 21st September, 2007 to run TV commercials.

• The 13 channels from the STAR bouquet included STAR Plus, STAR One, STAR Gold, STAR Movies, STAR World, Channel [V], STAR Utsav, Vijay, STAR News, STAR Ananda, STAR Majha, National Geographic channel and History channel.


Star studded field for Vodafone Delhi Half Marathon


• After 7 days of the historical takeover of Vodafone over Hutch on 28th September, 2007 the Hutch Delhi Half Marathon was then “Vodafone Delhi Half Marathon”.

• Film actors and corporate majors like Yana Gupta, Nafisa Ali, Ajay Bijli of the PVR Cinema Group, HSBC, HDFC, Google, Apollo Tyres, Cannon, American Express Bank, Coca Cola, TV 18, NDTV, ABN Amro, ONGC, DELL and Ericsson took part.

• Some of the biggest names in long distance running, Francis Kibiwott and Lineth Chepkirui, have confirmed their presence.

•Vodafone announces a cash prize of Rs. 1 lakh to the winner, the team members of the winning team got Rs. 5000 each and the three runners up teams got Rs. 20,000 each. 30,000 participants took part.

Vodafone and Coke joined 9XM as platinum sponsors

• Vodafone with Coca Cola has roped with INX Media's music channel 9XM as their platinum sponsors for one year.

• Platinum sponsor's name will be flashed everywhere which will bring Vodafone as well in picture.

• And 9XM have said that for the platinum sponsors who continue with the music channel in the second year, 9XM has promised “extended benefits”


IPL: Vodafone Essar is official telecom partner

• Vodafone Essar had signed a five-year sponsorship deal with the IPL to become the its Official Telecom Partner and Official Ground Sponsor for 5 years until 2012.

• Partnership is worth $ 5 million for each of the five years

.• Under the deal, which was estimated to be worth around $25 million,

Vodafone customers were able to order tickets for IPL matches on the company’s Vodafone live service

• And could also participate in the ‘Predict the Man of the Match’ contest and the winner were announced as the ‘Vodafone Winner of the contest’ at the post-match presentation ceremony of the finals.


Unlimited Talk Time for Puzzles at Vodafone

• Vodafone produced a set of puzzles for conversation, reminding customers that there is unlimited talk time on their plans.

• Which came first, the chicken or the egg? Is the glass half empty or half full? Is the zebra black with white stripes or white with black stripes? And the winner would win unlimited talk time for his/her life time.


Vodafone pug ad receives notice from Animal Welfare Board

• Vodafone and Nirvana Films had received a legal notice from the Animal Welfare Board of India (AWBI) on 25th April, 2008 which alleged that the firms resorted to cruelty to animals by showing a pug running after a school bus.

• As per the legal notice the third sequence in the ad film for Vodafone’s Customer Service was found to be objectionable by the Film Screening Committee which had asked for the portion to be deleted.

• In regard to this Nirvana Films who have shot the advertisement claim to have shot the ad in South Africa after procuring a fitness certificate duly signed by the veterinary doctor.



Thank you

Arun – 07D0004

Dinesh – 07D0013

A. Mukesh Chandra Mishra – 07D0027

Aditiya Jha – 07D0029 Deepak Singh – 07D0031

Pankaj Agarwal – 07D0037

Mohammad Sufiyan Khan – 07D0038 Harsha Narvakar – 07D0066 Pankaj Jhunjhunwala – 07D0099

Vodafone marketing stratergy

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