introduction

Vodafone Essar started its operations in India in 1994 and is under the Vodafone Group. The company Vodafone Essar Limited has become one of the leading companies in the telecom sector in India due to its high standard of services that it provides to its customers.The name was derived from the newlyfound companys goal of establishing both voice(VO) and data(DA)services over a mobile telephone network. The company Vodafone Essar Limited has covers around 86% of the customer mobile base in India. The company offers both postpaid and prepaid GSM cellular mobile coverage all across India and its hold is especially strong in the metropolitan cities. Vodafone Essar Limited has received many awards over the years such as the Best Mobile Service in India. Vodafone Essar Offers voice and data services. It is most most Effective and Most Creative Advertiser of the Year and also Respected Telecom Company.

Visions and Values Red - We're bold. We do what we say. We care. Rock Solid - We make it simple. We make it happen. We're together. Restless - We're curious. We innovate. We inspire.

Company's Positioning & Objective & Mission:-

a.) Positioning: Where you go the network follows you

Vodafone has veered towards warmth and emotions. Vodafone used the powerful visual imagery of a dog. AirTel is focused on functionality and efficiency. Airtel chose to use music, which is not nearly as effective.

Hutch, as a brand, always tried to connect with consumers in a simple, honest and real manner, while Vodafone is a more young and fun brand. So consumers will see a shift reflecting a more vibrant brand.

The Pug , zoozoo and the actor Irfan Khan will be retained for the brand promotions. They are talking about the exclusivity of the network and the services they are offering to the consumers.

b.) Objective:
Vodafone says that they want to be the top mobile service provider of India
c.) Mission: We will be the communications leader in an increasingly, rather it is a combination of several things like Customer service of the highest order Value for money for customers Professionalism in carrying out business Innovative products to cater to different needs of different customers Use of technology to improve service standards Increasing market share

F) PRODUCTS & SERVICES OF Vodafone:Products

1. World calling Grids 2. Post-paid service 3. Prep-paid services 4. Vodafone handyphone 5. Vodafone PCO

Services
Tunes &downloads Entertainment

Sports
News & updates

Astrology Finance Travel Mail Dial in services

D) ORGANIZATIONAL STRUCTURE:-

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The telecom battle

Bharti Airtel, Idea are biggest competitors Airtel launched My Airtel My Offer with Madhavan and Vidya Balan

Idea launched Walk when you talk with Abhishek Bachan Rebranding campaign
Tagline Change is good... Baseline - Hutch is now Vodafone Wherever you go our network follows.. To Make the most of now..

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Hutch becomes Vodafone

Today, in India, Hutch becomes Vodafone. Now, the pink color logo of Hutch will be replaced by Vodafone Essars corporate red colored one Hutch is the only one that ever got close to Airtel. Hutch came to India in collaboration with Essar as Hutchison Essar. They always had better rates as compared to Airtel but the network wasnt as good as Airtel and hence it flopped in the beginning. Slowly however, it started becoming popular thanks to their advertising strategies and attractive prices. And now, Hutch has been taken over by Vodafone and has become Vodafone Essar. Vodafone is the worlds largest mobile brand. And now Hutchs orange has turned into a Vodafone red. When I came to know about this, I was kind of sad for not having a Hutch connection Successfully rebranded hutch as Vodafone in SEPTEMBER 21,2007.
Come September 21, 2007, Hutch will be renamed Vodafone. Vodafone had acquired 67 per cent in Hutchison Essar from Hong Kong-based Hutchison Whampoa a few months ago, in a bid to enter the fast-growing Indian market. Global player Vodafone completed the acquisition of Hutchison Essar in May 2007 and the company was formally renamed Vodafone Essar in July 2007. Asim Ghosh, MD, Vodafone Essar, says, "Weve had a good innings as Hutch in India and today marks a new beginning for us, not as a departure from the fundamentals that created Hutch, but an acceleration into the future with Vodafones global expertise." This transition is estimated to touch over 35 million customers across 400,000 shops and thousands of Hutchs own employees, as well as employees of its business associates. This makes it the largest ever transformation for Hutch, considering the fact that in India, the brand itself has undergone several changes in the past.

Days before zoozoo: Pug taken over from hutch,was the lucky charm for Vodafone. Ipl 2008 had Vodafone going in pug for its happy to help service. Earlier dampaigns: happy to help,friend circle,cheaper sms.

Todays advertising strategy:

ZooZoo, the new brand ambassador of Vodafone, has created a furore in the advertising industry. Zoozoos have been successful in giving Vodafone a makeover and establishing maximum brand presence. I consider it to be a perfect example of a well-laid out marketing strategy for the following reasons
Now Vodafone has announced to launch the Zoozoo goodies like zoozoo toys, zoozoo mugs, zoozoo keychains, zoozoo t-shirts, etc. Zoozooz have themselves become a brand and it will be interesting to see how Vodafone uses this concept in future to promote their services. Hutch was often praised for its award winning advertisements which all follow a clean, minimalist look. A recurrent theme is that its messageHi" stands out visibly though it uses only white letters on red background. Another successful ad campaign in 2003 featured apug named Cheeka following a boy around in unlikely places, with the tagline, Wherever you go, our network follows. The simple yet powerful advertisement campaigns won it many admirers. Ads featuring the pug were continued by Vodafone even after rebranding. The brand subsequently introduced ZooZoos which gained even higher popularity than was created by the Pug. Vodafone's creative agency is O&M while Harit Nagpal was the Marketing Director during the various phases of it's brand evolution.

OFFICIAL FAN PAGE OF ZOOZOOS ON FACEBOOK

Characterstics of zoozoos
Cute kiddish , harmless full of life , human like ,adroble ,dumb ,simple , alien species

Vodafone launches worlds first prepay phone with Facebook built-in 27 July 2011 Vodafone today announced the worlds first designated prepay phone specifically designed to put the Facebook experience into the heart of the handset, allowing people to easily share and connect with their friends when theyre on the move. The Vodafone 555 Blue, developed in collaboration with Facebook, puts popular social networking functions from status updates to sharing a photo into the hands of millions of people in an attractive, intuitive and competitively priced mobile phone.

SWOT ANALYSIS:

Strengths ===
1. easy and cheap animation leading to low production cost 2 was representation of a common man depicted as a cartoon character ZOOZOO

WEAKNESS === 1.Some customers are not satisfied with the service of Vodafone 2.DIFFICULTY IN UNDERSTANDING FACED BY RURAL POPULATION.2.

Opportunity: === 1.Better products as compared to other industries 2.Increase in uses rates 3.IPL SEASON 2 EXPECTED TO HAVE GOOD TRPS THREATS === Tough competition from Airtel, BSNL, Idea, Reliance, Tata Indicom

Learings: Low cost ads can make good impact Ads more related to common man Most impotantly keep it simple

3. 4. 5. 6. Establishment

The company was founded in 1982 as a joint venture .

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the name was derived from the newly-found company's goal of establishing both voice (VO) and data (DA) services over a mobile telephone network. Speechmark logo, suggesting conversation Hutchison Essar

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8.

Established - 1994 an Essar group and Hutchison Whampoa undertaking, acquiring the cellular mobile licence for Mumbai has a nationwide market share of 16.4pc the fourth-largest Indian operator. 'Most Respected Telecom Company 'Best Mobile Service in the country' 'Most Creative and Most Effective Advertiser of the Year'. Vodafone Essar

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Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India . Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros. OUR VISION To enrich our customers lives through unique power of mobile communication. OUR PASSION 1. FOR CUSTOMERS: In anticipation of their customers trust Vodafone understands their needs & delights them with its services.

10.

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successful.

2. FOR OUR PEOPLE: Outstanding people working together make Vodafone exceptionally

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BEST.

3. FOR RESULTS: Vodafone believes in being action oriented & is driven by a desire to be the

4. FOR THE WORLD AROUND US:

Vodafone believes helping people of the world to have fuller lives through their services & its impacts.

Finance Travel Mail, messaging & more Dial in services Bill info Miscellaneous 11. Vodafone is a Mobile Network operator with its headquarters in Newbury, Berkshire, England, UK. It is the largest mobile telecommunications network company in the world by turnover and has a market value of 71.2 billion (November 2009) Vodafone currently has operations in 31 countries and partner networks in a further 40 countries. 12. Agenda Background and Introduction Need identification Segmentation, Targeting, Positioning Advertising Strategy Analysis Current situation Learning

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13.

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Background 14.

Hutchinson Telecom International Ltd (HTIL) plans to sell its 67 percent equity stake in Hutchinson Essar Ltd (HEL) Vodafone buys 52% stake in HEL. Essar continues to hold 33% stake in HEL Vodafone entered India in December 2005 Successfully rebranded 'Hutch' as 'Vodafone

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15.

ACQUISITION DETAILS Enterprise value of Hutchison Essar is $18.8 billion Value of 67% stake in Hutch Essar - $11.1 billion Vodafone acquired 10% in Bharti for $1.5 billion in Oct 2005 Hutch has 23.3 million subscribers as of Dec 31, 2006 Vodafone is targeting a 20-25 per cent market share by 2012 Vodafone need Vodafone wants to expand into the asian markets. India had 2 nd largest market for mobile. It is growing at the rate of 6 million subscribers per month. Before Acquisition

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WHY HUTCH Accelerates Vodafones move to a controlling position in a leading operator in the attractive and fast growing Indian mobile market Hutch Essar delivers a strong existing platform in India Driving additional value in Hutch Essar Increases Vodafones exposure to high growth emerging markets Hutch had overtaken many of the domectic competitors like orange,BPL The telecom battle Bharti Airtel, Idea are biggest competitors Airtel launched My Airtel My Offer with Madhavan and Vidya Balan Idea launched Walk when you talk with Abhishek Bachan Growth of Telecom Sector Year GSM Subscribers (millions) GSM Annual growth CDMA Subscribers (millions) CDMA Annual growth 2002 10.5 91% 0.8 - 2003 22.0 110% 6.4 700% 2004 37.4 70% 10.9 70% 2005 58.5 57% 19.1 75% 2006 105.4 80% 44.2 131% 2007 180.0 71% 85.0 92%

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Competitors in Market Rebranding campaign Tagline Change is good... Baseline - Hutch is now Vodafone Wherever you go our network follows.. To Make the most of now.. Vodafone Essars advertising campaign Promotional mixAdvertisements TVC, Print, Radio, hoardings

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Value added services ads Visual ads supported by Print ads Events Jogajoger Utsab during Durga Pooja in Kolkata Navratri special caller tunes contest in Gujarat Jhumo aney Jeeto Sales Promotions Special prepaid bundle for Diwali Other ad campaigns Happy to Help

TVCs using the pug again


website

Internet and Interactive - Happy to Help link in the company

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Friends Circle Cheaper SMS Amar Chitra Katha alerts - VAS

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Value Added Services of Vodafone needed more promotion ZooZoos 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 Need Identification Mobile User : 3 Key Questions 1) Who are they? 2) What do they want? 3) How do we give it to them? Levis/Nike Introduction to ZooZoos

25. 26.

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27.

Pug was the mascot for Vodafone Taken over from Hutch IPL 2008 had Vodafone going in Pug for its Happy to Help service Characteristics each lends to ZooZoos: Cute Quirky Cuddly Genderless Alien Species Humanlike Harmless Kiddish Archetype: Child Humourous Not complicated

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Dumb Full of life Simple Approachable Adorable What do these characteristics convey? Familiarity Cartoons we used to watch as kids Invokes pleasant memories and fantastical world we used to live as children but branded by vodafone; cool to talk about

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29.

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

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30. Launch

Zoozoos : Advertisement characters promoted by Vodafone during the India Premier League Season 2 Campaign to communicate the VAS offered by the company The ads were created by Ogilvy & Mather, an agency under Executive Creative Director, Rajiv Rao, South Asia.

Launched on April 20, 2009 with 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

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31. 32.

20 30 seconds duration with the ad message about the VAS. Ending with Make the Most of Now Making of ZooZoos

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33. 34. 35.

Prakash Verma of Nirvana Films Filmed in South Africa with local crew Movement, Talk, Gestures, Emotions, Costume designs and artwork 3 weeks pre-production and 2 different fabrics

36. 37. 38. 39. 40. 41. 42. Costs Animations are 10-15 times costlier than real people ZooZoos had low cost costumes, real people Speedy Schedules 30 advertisements cost only Rs 3 Crores 20-30 sec long ZooZoo name nowhere in commercial Massive Viral Marketing Use of internet for promotion Downloadable Ringtones, wallpapers, screensavers and videos Facebook aimed at building a community Downloadable Ringtones, wallpapers, screensavers and videos Dedicated microsite What kind of Zoozoo are you? Official Fan page of ZooZoos on Facebook

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ZooZoos dominating Social Networking sites Created Strong Association Wallpapers, emoticons, ringtones, videos, contests, pictures, stories etc Videos had 3million hits in 3 weeks Most watched viral video for 2 weeks Youtube ad downloads Twitter Results Big hit on the internet

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Curiosity about the characters According to Advertising Age: Make it to the list of worlds most viewed viral video advertisement campaigns capturing first position

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 Has been a Launch-Pad for both HTC and iPhone Mobile Phones Official Sponsor for England Cricket Team since 15 years Zoozoo Merchandise Mobile phones are becoming as indispensable as water Vodafone totally automated Mobile Phone Vending Machine Innovation Award at the annual UK Technology Innovation and Growth Award 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 SWOT Analysis STRENGTHS 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

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49. 50. 51. 52.

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Wide media coverage, more precisely through video Easy and cheap animation leading to low production cost

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No celebrity endorser - No associated risks and costs WEAKNESS Had an undermining effect on the brand Vodafone Difficulty in understanding faced by rural population OPPORTUNITIES Revolution in the conventional way of advertising that was through public figures and celebrities

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58.

Low advertising cost leading to provision of cheaper services IPL Season 2 expected to have good TRPs Huge Market. THREATS A major intimidation to the brand VODAFONE Ads could get lost in major marketing war during IPL STP Analysis Segmentation ZOOZOO - A cartoon character which represented common man Segmented basis on types of services used Urban and Rural region customers were separated 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

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59. 60.

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62.

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where you go the network follows you 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 consumer will see a shift reflecting a more vibrant brand.

o o

The pug and actor Irfan Khan will be retained for the brand position. They are talking about the exclusivity of the network and the service they are offering to the customer. Positioning Learnings

63.

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64. 65. 66. 67. HUTCH

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

Change is GOOD Vodafone BIBILOGRAPHY ECONOMIC TIMES FT.COM WIKIPEDIA FORBES

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