VISION

Our Vision is to be the world’s mobile communication leader – enriching customers’ lives, helping individuals,

businesses and communities be more connected in a mobile world.

Background

Vodafone entered India in December 2005 Acquired 10 percent stake in Bharti Ventures

Limited (Bharti Airtel) Successfully rebranded 'Hutch' as 'Vodafone‘ Vodafone Essar started expanding its presence

in India Rebranding included

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

Earlier Campaigns : Happy to help, Friend circle, Cheaper SMS, ‘Amar Chitra Katha’ Alerts

Days before Zoozoo

‘Pug’ was the mascot for vodafone Taken over from Hutch IPL 2008 had Vodafone going in Pug for

its ‘Happy to Help’ service

Need identification

Value Added Services of Vodafone needed more promotion

ZooZoo was the perfect way to spread awareness VAS is considered a cash cow for cellular

companies IPL season 2 had lot of scope to be taken

advantage

SWOT Analysis

STRENGTHS: . Complementary strengths of Vodafone & Hutch

esaar  . The brand name it has in the Indian market. The kind of subscriber bas it has in the Indian

market . It has the 2nd highest market share in

India(source : Wikipedia) . It has a 2nd highest subscriber base in India 1st

being airtel . Its strong advertising strategies and impact on

people  

SWOT Analysis (cont…)

Campaign penetrated both in the media as well as in social networking sites

Was representation of a common man depicted as a cartoon character ZOOZOO

Wide media coverage, more precisely through video

Easy and cheap animation leading to low production cost

No celebrity endorser - No associated risks and costs

SWOT Analysis (cont…)

WEAKNESS:. Low R&D  . High customer churn (33.33%) . Rural India unable to relate to the brand . Poor network coverage Had an undermining effect on the brand

Vodafone

Difficulty in understanding faced by rural population

SWOT Analysis (cont…) OPPORTUNITIES:.Product and services expansion . Growing data business and 3G auctioning . Growing Enterprise solution market (10.2% in

2009 anticipated) . Large capital can be raised by listing Vodafone on

Indian Stock Exchange(IPO)  Revolution in the conventional way of

advertising that was through public figures and celebrities

Low advertising cost leading to provision of cheaper services

IPL Season 2 expected to have good TRP’s

THREATS:

High competition from new entrants.

ZOO ZOO ad, a major intimidation to the brand VODAFONE

Segmentation

ZOOZOO - A cartoon character which represented common man

Segmented basis on types of services used

Urban and Rural region customers were seperated out

Targeting

Targeted customers who would use VAS services

Different kinds of VAS services were offered for different kinds of customers

Urban customers were more in focus

Advertising - TVC

About 30 different TVCs for VAS including - Cricket alerts, beauty alerts, phone backup, Chota Credit, Vodafone Maps, Vodafone call filter, Live games, Musical greetings etc.

20-30 seconds ads with the message about the VAS. And ending with “Make the Most of Now”

Advertising - Internet

Dedicated micro site – “What kind of Zoozoo are you?”

Downloadable Ringtones, wallpapers, screensavers and videos

Facebook – aimed at building a community

Themes for advertisement Magic Box Stock Alerts International Roaming Bhakti Saagar Busy message Dating Tips Voice SMS Fashion Tips Recharge Anywhere Ringtone Facebook Group SMS Call Divert

Background Music Exam Results Beauty Tips Phone Backup IPL commentary Cricket Alerts IPL contests Chotta Credit Maps Live Call Filter Live Games Musical greetings Start of the match

Viral Marketing

Vodafone was successful in effort of viral marketing

Strategy captured imagination of millions across the country

Every age group was interested in the ad and the related VAS products

IPL Impact

85% of most visible brand on screen Hit in both the weeks Most watched brand in breaks Others were Airtel, Lifebuoy, Airtel

Broadband Internet Vodafone – 15% of commercial ads Havells – 8%, Airtel and Idea – 7% each

Current market scenario

ARPU at a very low point

Minimal Call and other services rate

Competition in this sector

Frequency of Zoozoo ads reduced

Product

Vodafone live! provides on-the-move information services.

Prepaid Cell phone connection Prepaid recharge card Vodafone Postpaid Calling Cards Vodafone PCO I-Phone 3G Vodafone Handy phone Prepaid recharge card Magic Box Handsets

Service

Tunes & Downloads Entertainment  Sports Devotional News & updates Astrology Finance Travel Mail, messaging & more Dial in services Bill info Miscellaneous

Pricing and Promotional Measures

Vodafone wants to make its service accessible to all. Offers various pricing structure to different

customer groups. Monthly price plans are available. Rewards on the usage. Offers like providing Cricket Alerts, Beauty

Alerts, Phone Backup, Chota Credit, Maps, Call Filter were provided

All these services were at affordable prices, some around 30 Rs per month

Place:

Vodafone covers almost 75% of its operational area. It also sells through independent

retailers. Customers are able to see and handle

products they are considering Buying. People are on hand to ensure customers’

needs are matched with the Right product and to explain the different

options available.

Promotion

Above the line: Advertising on TV, magazines, via internet and on

bill boards.

Below the line: Special offer promotions. Vodafone’s stores, its products and all its staff

project the brand image. Public relations by its press releases.

Introduction to ZooZoos

Characteristics each lend to ZooZoos

Cute Quirky Cuddly Alien Species Human like Harmless Kiddish Humorous Simple Adorable

What do these characteristics convey?

Familiarity. Cartoons which we used to watch as kids Invokes pleasant memories and fantastic

world which we used to live as children but branded by Vodafone; cool to talk about.

Does not produce bias of any kind( class, creed, religion etc…)

Learning's

Low cost ads can make good impact Concept is important Expensive Brand Ambassadors could be

avoided Ads more relate to common man Most Importantly

‘Keep it simple’

Market Entry Strategy

Grow through geographic expansion Acquisition of new customers Retention of existing customers Increasing usage through innovations in

technology.

Present Market Condition

Competitors

Thank You

NEW PLANS

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