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Integrated Marketing Communication: Presented by
Integrated Marketing Communication: Presented by
COMMUNICATION
P R E S E N T E D B Y:
ASHISH BAID (V1011) TANIA SAHA (V1049) AKSHAY JODHA (V1055) RAHUL DOKANIYA (V1089)
VODAFONE ESSAR
Vodafone, the worlds leading mobile telecommunication company, completed the acquisition of Hutchison Essar in May 2007 Launched 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'
MMS Service
SWOT ANALYSIS
Brand Name Wide media coverage Communication strategies Improving infrastructure Growing literacy levels Decrease in no. of BPL families Image: too urban Zoozoos too sophisticated for rural markets
STP ANALYSIS
Segmentation: Age Service usage Income Life of service Geographical condition Nature of customer
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
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
Validity
Communication Mix
Advertisement
Broadcast Print Outdoor
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
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
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
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
BUDGETING (2MONTHS)
TOOL OF COMMUNICATION Broadcast (10sec) 6 channels Radio (2 months) 3 stations Print (1 local Newspaper) Outdoor CRITERIA COST 85,000 for local & 1,00,000 for star plus 2000 50,00,000 FREQUENCY TOTAL (Rs.)
Commercial rating point After show Circulation (300000) High Density location/ gram panchayat Product cost No. of villages (100) No. Of retailers 300
5 Ads /Day/channel 5 Ads/Day/channel 1 month 100 location & 96 gram panchayat 15,000 sq feet
7.87 Cr ( 1 month)
18,00,000 50,00,000
6000
11,76,000
Wall Paint
4,50,000
100
3,50,000
300
6,00,000
contd
TOOL OF COMMUNICATION FLOAT( BRANDED VEHICLE) Scholarship Excellence in Academics Academics 200 schools CRITERIA High Density villages COST FREQUENCY TOTAL
45,00,000 -10,000/student
7 -2 students / school
3.15 cr -40,00,000
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
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