IMC Assignment -II

on

Sales Promotion Strategy of Vodafone Idea

Under the Guidance of

Professor Abhishek

GROUP 9

Sumedh Harsh Bhagwat (190103151)

Varun Sunil Kaore (190103165)

Vivek Arvind Shukla (190103174)

Akhilesh Uniyal (190103179)

Gaurav Dev Mishra (190103180)

Siddhartha Sharma (190103210)

Vodafone ‘Har Recharge Pe Inaam’

Objective: To retain existing customers and reward customer loyalty in the face of
competition from the new entrant.

Target Audience: Low ARPU customers who are likely to switch to competition & haven’t
recharge for a while .

Result: Sales Promotion Plan was moderately successful in stalling of user base churn .

Insights: Sales Promotion offer was immediately imitated by it’s main competitor Airtel by
coming up with it’s own sales promotion campaign Airtel Delights .

Vodafone Har
Recharge pe Imam
Type of Promotion Prize Promotion
Time Duration 3 months
Scope(geographic Pan-India Existing
/market) Prepaid Customers
Objective Customer retention
Target Audience Low ARPU customers
who are likely to
switch to competition
Terms& Condition Under this Offer, the
Subscriber shall be eligible for
extra telecom benefits over and
above the value for which
recharge has been done to their
designated VIL number, which
may be Unlimited calls, Extra
Data, Cash Back, free SMS,
Caller Tune ( CT ) or Missed
Call Intimation ( MCI).
A prepaid Subscriber on every
successful recharge shall get
an SMS alert to dial a USSD
short code*999#or visit MVA
for availing extra benefits