Vodafone Advertising Strategies Analysis

Vodaf whizz Advertising Strategies compendMarketing Strategy is a key part of e rattlingplaceall corporate system, which is concerned with developing plans for finding out what customers want and then effectively meeting their carryments. Vodafones looteting aim is to attain securities industry leadership, net profit pure tone and maximize the customer satis particularion. They strategy employ by Vodafone is customer think and product led the accompany is continually developing radical products and function which utilise the latest technological advances. The aim is extended to provide the customers with e value added serve goods and as well as competitive charges to the existing customers.The objective of the sphere is to deduce the advert strategies adopted by Vodafone Essar in India, and to take in the authorisation of the campaign of Vodafone- Indian Premiere League Season 2 and to get out a study of effectiveness of the advertising strategies of Vodaf one in their current market.Vodafone is the well-nigh valuable as well as leading international telecom company. It has partne fierce a joint venture in the Indian market with the Essar Group. Essar is a perfect example of the diversified business corporation which is spanning the services and the manufacturing sectors, for eg, steel, conveyance and logistics, communications, energy etc. This multitude has a base asset of closely 400 meg rupees and an employee group of much than 20,000 people.21st September 2007, the tack together of unforgettable joint venture, the Vodafone Essar group. Vodafone in India was welcomed with a winnowtastic phrase hut is today Vodafone campaign. chanty was as it is genuinely famous among people of India, now it was wisely transitioned to Vodafone. This was a significant chapter in the newlys report of telecom, as the growing of Vodafone, conside wild to be a genuinely dynamic and at the time ever-growing fire marque. This brand acros s India was unveiled supposery wide through high compose ad-campaign.This migration of Hutch to Vodafone was the fastest and most comprehensive in the history, with 400,000 multi-brands outlets, from which oer 350 were Vodafone stores, over 1,000 mini stores, over 35 mobile stores and over 3,000 touch points that were rebranded deep d decl argon 2 months. The company now has 74.08 million customers**. It has earned titles over the days that are Most Respected Telecom Company, the Best Mobile run in the Country, Most original and Most Effective Advertiser of the Year.The study has found out that the advertisement strategies that welcome been exercisingd by the Vodafone Essar take away give them better results by increasing their sales. This fact has been proved by the various investigate tools that can be used such as the correlation, hypethesis testing. This research willing sure help the companies to work and improve their publicizing strategies, because advertisements are the best ways to convince the people about(predicate) our brand or product, and dedicate their minds to go and get them.Problem StatementThe research statement isTo study and analyze the effectiveness of the advertisement strategies adopted by the Vodafone Essar GroupThe above problem statement quoted is not exactly a research that is to be performed instead it is an analysis to find out whether the advertisement of Vodafone Essar were effective or not. This study will definitely benefit the company by suggesting them if any future changes postulate in the present strategies. This will overly help them in attaining good result in the neighboring financial year with better sales.Research ObjectivesThe objectives of the research areTo scan the advertisement strategies of Vodafone Essar.A study of the effectiveness of the campaign used in the Indian Premiere League season -2.To study the effectiveness of the advertisement strategies in the current the market condition.Vodafo nes Marketing Strategies Hutch to VodafoneRe-branding of Hutch with VodafoneVodafones modernistic advertisement strategies receiveed with the very same and familiar character of pug-dog, brand ambassador of Hutch, the hutch dog. Tagline previously was wheresoever you go, our cyberspaces follows with the pug following the child wherever he goes. The message given with the brand transition exercise was The juvenile Vodafone is the same old Hutch. In the advertisement the pug finds a bracing house subsequently it returns from an outing and feels that the saucily change is better. They came with the refreshing puss phrase Make the most now.Vodafone had also tied up with the amusement channels like Star India to run the advertisements and completely barricade it for 24-hours with the rebranding campaign. Vodafone used all its commercial airtime on 13 channels in 5 different languages from 9pm 20th September to 9pm 21st September to show this campaign. for fightding of the R e-branding to the publicConventionally if we see, for any rebranding to be promoted requires ample period of time. moreover this challenge was readily taken by Star Ne bothrk and Maxus, to shew it as fast as possible by road closure the channels on the day of rebranding taken place. Since Star is the leading network in India, this platform proved itself to be very beneficial for the soak up of the Vodafone. This not only helped in promoting the brand awareness exactly also breaks the clutter going on the most happening sector of telecom. The scar media came into picture on 21st September one day after the splash from the television.While the rebrand campaign were doing their work on television on the other hand the company was preparing itself to fight the price war, which was again very important factor graduationly in telecom sector and secondly in the Indian market.Entry of Vodafone in the Handsets MarketVodafone also launched low-costs handsets to its tender subscribers under the Vodafone brand and also co-branded the handsets sourced from the other global vendors. This was do by bringing many low- costs handsets from around the world into India. Vodafone distri exclusivelyed these handsets through its network of 400,000 outlets. By doing all this Vodafone also became a skunk mobile phone brand along with continuing to stay as the telecom service provider.The above strategy was used by the CDMA players like RCOM and TATA Tele-services but Vodafone was the first GSM to do this.The Vodafone, a communication leader in an increasingly connected world also enriches the lives of the consumers, helping the individuals, businesses and also the communities to be more connected by delivering them their total communication needs. Vodafones logo is itself a representation of that imprint the start of a new conversation, a trigger, a catalyst, a mark of true pioneering.Advertising is the most frequently used tool to assert or promote the rebranding, a lso its very easy, flexible and quick to change. there are also many examples where advertising has rebranded and repositioned or strengthen brands. at that place were also examples which developed strong emotional link with the public. The advertising histrionics of Hutch and now Vodafone, O M(Ogilvy and Mather) had two-folded task to do, first to announce the inlet of Vodafone to India and second to highlight the transition of Hutch to Vodafone. Which they did very wisely with the pug, in a campaign they showed the pug coming out of the pink kennel and then entering into the red one, the pink contort depicted Hutch whereas the red depicted the Vodafone. A more energetic and chirpier version of the margin call You and I tune associated with Hutch was also played towards the end and it concludes kind is Good, Hutch is now Vodafone.Advertising agency that proved the success of VodafoneOM also introduced four commercials, which had animated boy and a girl who launched the log o of this new brand to consumers. The four fancifuls which were merely of 5 seconds included the duo peeping over the wall just to see the logo parasailing with the logo fly high behind them releasing a rocket bomb where the plosion in the air reveals the brand logo and last was the trendy one in which curtain was raised in order to introduce the logo.another(prenominal) bunch of four advertisements casted the very old Hutch dog pug. These commercials were of 10 seconds and they shot pug in the situations where he literally, saw red, color created the ocular impact on the consumers this strategy make the public remember the color of the brand. The pug was shown in a basket that was red in color, daddy from a red cart, drying itself on a mat which was also red in color, finally hiding itself in a beautiful red color blanket. Here also the target was fulfilled with the help of the slug line Hutch is now Vodafone.The print ads were working in their own way, in various languages an d in various dailies. These print ads were made very simple as in a still shot of the pug was taken inside a red colored kennel. The same creative was used on the outdoor hoardings as well, in all the 16 circles in which Vodafone was now operating.It wasnt easy as it seems to be to integrate the two brands like Hutch and Vodafone. Hutch as is known is a a wily, understand the brand, while globally, Vodafone represents high energy, dynamics and young vitality, all these were represented by its bright red speech mark logo. And because of all this it always had a very energetic background music and feel of the ads.A a couple of(prenominal) advertisement includeHutch is now Vodafone if we gather in any of the start channels or tuned to the 20-20 world cup, the ads were seen. On 11 February 2007, Vodafone agreed to induce the controlling interest of 67% held by Cheung Kong Holdings in Hutch-Essar for US$11.1 one million million million and now had to rebrand itself so it had decided to run a new ad series which piggy banked on Hutchs dog mascot and the theme Change is Good. This required nearly 250 crores of spending by Vodafone, but they have successfully multicolour the town into their color that was red. The most interesting part of it was the 24 hours roadblock that was done on the day of rebranding on the channels of Star network, so that other than this one no other commercials was aired(apart from the in-channel promos).Vodafone also came up with the Valentine twenty-four hour period Special Ads Vodafone released a very sweet and simple ad of the tuneful greetings that were targeted at the couples during the Valentine week. The feature of the campaign is its simplicity and believability and is quite well received. It uses the positioning Make the Most of Now enjoy the video.Vodafone Chota Credit ink Ad this ad came as a refreshing change and more so that this ad takes a very refreshing look at the school and at fountain pens. This ad creates very won drous subtle message which really puts the point of Chota(small) credit across.Vodafone and the Funny AdvertisementsEveryone likes Funny commercials. Creative people like creating them. Advertiser are pleased to be political campaign them. The consumers enjoy watching them.(Roman and Mass, 1976)In market today there is a give out of competition among the producers, and a lot of choices among the buyers. There is actually a race for proving that one product is better than the other. Producers/ sellers apply a lot marketing skills and advertising strategies in gaining the attention of the public in market. Its a human nature to get attracted towards the things that relieve their minds from hectic schedule. Companies spend millions of dollars to make the public smile and make them buy their products. This can be done through the below waysFunny ideas for advertisementsMake customers Hoard..use unexpended BillboardMascots dance to your tune by wearing funny costumes raise up the laug hter button while they watch TV (zoo-zoo)Make difficult JinglesYour stars would TwinkleWant heaps of money..Use inflatable that are funnyVodafone ZOOZOOZ revolution is always a part of advertisements and the advertising agencies reach out for new ways to capture the prospective consumers heart. Vodafone capitalizes on the innovative ideas and always came with the new advertisements that took the brand on heights always. Out of all the commercials launched by Vodafone, ZOOZOOZ are the best.OM the mastermind behind Vodafone Zoozooz Advertisements and the main objective was to set the position of Vodafone as an innovative leader in the mobile services sector. The promotion strategy was to hit massive levels by maximising the target audience. IPL-2 was the best survival for Vodafone to do go for. The advertising strategy behind it proved itself from the fact that the name Zoozooz got coupled with the brand Vodafone and gathered more publicity and reply than IPL. Repetition of the adv ertisements of Zoozooz may bore the viewers, so OM came up with new Zoozooz Ad every day. Zoozooz were the new brand ambassador for Vodafone, has created a furore in the advertising industry. Zoozooz succeeded in giving the exact makeover Vodafone was looking for along with dread(a) brand presence.ZOOZOOZ strategy hit in the marketThe main lawsuit of the advertisement to succeed was that is was very well planned and launched during the time of the Indian Premiere League- 2 using it as its platform. Cricket in India in nothing less than religion, and Zoozooz captured attention of all those people who saw the matches, and this count was huge nearly 2 billion people were targeted through this campaign. lot were so attracted that they use to wait eagerly for the break to come and to watch more stories of Zoozooz. Zoozooz has become such a hero in history of advertisements that people will not forget in generations to come.Zoozooz are basically animated character, with egg shaped hea d, round swell, but hands and legs are extremely thin. It was brand new and innovative concept and also Vodafone wonderfully promoted their services by creating different and more interesting stories featuring Zoozooz in it. The overhear of the Zoozooz was so much that self-marketed strategy was also followed and they were instant success to the mass of people. Zoozooz for themselves created such huge audience and also gave boost to the brand of Vodafone. batch were as it is excited about the cute and lovable character zoozoo, but this curiosity heighted when Vodafone disclosed that Zoozooz were not animated, rather humans were playing their characters. great deal became hungrier to know about their favourite Zoozoo.In the second phase Vodafone started promoting these characters on social media sites, which is considered to be a wise decision. People started joining fan club of Zoozooz on these social networking sites like Orkut, Facebook, Youtube, Twitter and many more. similar ly the communication started building amongst these people.Vodafone also came up with the Zoozoo goodies like zoozoo toys, zoozoo mugs, zoozoo keychains, zoozoo t-shirt, etc. Zoozooz have now become a brand.Vodafone Zoozooz are the new Hutch Puppies unrivalled often wonders what is it about these advertisements that they clicked the people to certain extent. Is it merely because the Zoozooz are cute or is it because of the humour that is the base theme of the advertisements. Whatever it may but it has given Vodafone, the worlds leading mobile telecommunications company. Zoozooz were launched in the IPL-2 whereas in 2008 i.e. IPL-1 Vodafone came up the advertisement with tagline as Happy to Help services. An animated character was hired in 25 commercials to promote the various Value Added Services(VAS).Vodafone operates in the Oligopoly. Oligopoly is a market structure that has unique features because it is characte beard by few sellers and mutual interdependence. Price, Quantity and revenue are the main players of this market. There are various price wars (cutting vanquish the price) as well as non price wars taking place. Advertising is the non-price war where advertisements are the way to cut the chance of the competitors by making use of various strategies.How did this Ad contribute to revenueRevenue in the common chord months ended June 30, 2009 rose to 10.7 pounds ($17.7 billion), in line with analyst estimates, clearly proved that the Ad has contributed maximum. Vodafone CEO Vittorio Colao said that its total communications strategy was delivering well, with group data revenue 7 % higher than last years comparative period. He also said that the free cash flow generation was strong at 1.9 billion, up 21%. But while Vodafone has shown signs of combating the deferral some areas of weakness still remained. Not considering the positive effect from distant exchange fluctuations and acquisitions. Vodafone results also highlight several areas in its core businesses that require close attention.According to a report in the Telegraph on 24 July 2009, Vodafone the worlds largest mobile phone firm by revenues, reported sales in line with market expectations for that quarter to end-June as strength in India and Africa compensated for the weakness in Europe. According to CEO Vodafone added 8 million customers in this quarter, taking its proportionate customer base to 315 million. Growth in India and South Africa helped the mobile phone giant report a 9.3% rise in revenue in the three months to end of June to 10.7 billion.Conclusion afterward going through the Advertisement Strategies of Vodafone, I conclude that promotion whether it be through print media or through the ads shown on television, plays a very important place in building a Brand. Hutch and Vodafone rebranding is the memorable and most oversize event in the telecommunication industry. And the advertisement made this event bigger by continuously broadcasting the ads for 24 h ours on national television. The main motive is to make people know about your brand. And that is what is done excellently by Vodafone.The advertisement also puts a very big question in front of the other telecom companies, does having big movie stars and cricketers as their brand ambassador really help? Doesnt a simple white character with egg shaped head, round belly and thin legs called Zoozoo can gain the attention of masses. This is definitely a new trend and also a new wave.Thus it can be seen that oligopolistic market structure of this industry has played a significant role in the generation of revenue for Vodafone, especially through this unique advertising strategy.