Matrix Business School

PGDM (Marketing) - AUTO IV Semester

Batch 2009-10

Semester Planner

Date: 15.02.2011

Marketing Splz.

Course Particulars Marks

Code Allocation

402 Case in Marketing Management ( Analyse the following case 100

studies)

1) Vodafone Essar's Advertising Strategy

2) Nivea – use of marketing mix in product launch.
3) Kid’s in today’s advertising- sales promotion strategy
4) 49-99 shops- retail management
5) Quality Bathing Soap - Pricing of a Premium Product

403 Paper writing & presentation ( submission of soft copy of ppt) by a 100
group of 4 on of the following topic allotted or a sub topic out of it:

1. Consumer Behaviour (Roll. No. 1 -5)

2. e-Marketing (Roll. No 6-10)

3. Green Marketing (Roll.No11-15)

4. Financial services marketing (Roll.No16- 20)

5. Customer co-creation (Roll. No 21 - 25)

6. Online decision making in purchase process with two examples.

(Roll. No. 26 - 30)

7. Marketing Intelligence with two examples. (Roll. No 31 - 35)

8. Web Based marketing Research with two examples. (Roll. No 36

- 40)

9. STP in Services marketing with two examples. (Roll. No 41 - 45)

10. Technology & Service Strategy with two examples. (Roll. No 46-
50)

11. Retail communication mix of Hypermarket, Supermarket with

two different examples (Roll. No 51 - 55)

12. Alternative market Entry Strategies. All entry with examples

(Roll. No 56 - 60)

13.Formulation of Personal selling strategy(All points should be

covered as per Syllabus) (Roll. No 61 - 65)

14. Event Management with two examples. (All points should be

 covered as per Syllabus)

(Roll. No 66 - 70)

401 & Project Report & Viva – voce ( completed ) 200

405
404 Industrial Assignment & Report Writing on any of the industrial
sector like Telecom, Automobile, Aviation, Tourism etc, Secondary
data based research work to be undertaken by individual student 100

Total 500

The Students of PGDM (Mktg) semester IV should note the same and
do the needful before 04.03.11. Presentations are scheduled on 04th and 5th
March 2011 from 10 a.m onwards, please note that rollno wise the groups
should be present.

Guidelines to Solve Case Study:

i) Case Summary
ii) Suggesting Suitable Title to the Case
iii) Defining problem areas
iv) SWOT analysis of the company
v) Theoretical perspective with reference to case
 vi) Suitable diagrammatic representations related to case
vii) Suggestions to the problem areas
viii) Solving question given below cases

Guideline for course code 404

1) The report should be of 10 to 15 A4 size pages , neatly typed in Times

New Roman font of 12pt size & 1.5 line spaced with justified alignment.

2) The student should submit a industrial report based on secondary data

collected on following aspects such as :

a) Industry profile
b) Company Profile
c) Product Profile
d) Organizational structure
e) Company’s current position in market
f) SWOT analysis of the company
g) Competitor analysis
h) Marketing strategy of the company ( Highlight STP, 7Ps)
i) Future plans of the company

3) No repetition of the company should happen if found both the

students will get backlog in that subject.

4) No printouts are allowed for solving the case study.

Director
Case 1) Vodafone Essar's Advertising Strategy - The
'Zoozoos' Campaign

Abstract:
The case examines the advertising strategy of Vodafone Essar Limited (Vodafone Essar), the India-
based subsidiary of the global mobile network operator, Vodafone. It focuses on the 'Zoozoos'
advertising campaign that highlighted the different value added services (VAS) offered by the
company.

The campaign introduced new characters called Zoozoos. To convey a specific VAS offered by the
company, each ad used a story which was enacted by the Zoozoos. The campaign created the buzz
both in the traditional media as well as in social networking sites like Facebook and Twitter and video
sharing website, YouTube.

While advertising experts appreciated the creativity of the ad campaign, they were apprehensive
whether the popularity of the campaign would actually help the company increase its revenues.

The case details the making of the advertising campaign and the efforts by the company to popularize
the ad campaign by launching a microsite and creating fan page on the Facebook. The case ends with a
discussion on whether the popularity of Zoozoos would overshadow the Vodafone brand itself or not.

Introduction
In April 2009, India-based Vodafone Essar Limited (Vodafone Essar), a subsidiary of mobile
network operator Vodafone Group Plc. (Vodafone) based in the UK, launched an innovative
advertising campaign that caught the imagination of both the public and advertising experts.

The campaign, focusing on the different value added services (VAS) offered by the company,
introduced new characters called the Zoozoos. Several advertisements in which the Zoozoos
featured were shown on television during the Indian Premier League (IPL)5 Season 26.

Soon after they were aired on television, the Zoozoos and the ads became really popular.

Commenting on their popularity, Rajiv Rao (Rao), Executive Creative Director, South Asia, Ogilvy and
Mather India (O&M India)7, the advertising agency which created the ads, said "What makes them
[Zoozoos] so endearing is that they are innocent people living in a simple world unlike ours, who laugh
loud when they laugh. And who seem to be in an in-between world of animation and reality." 8
Despite the high brand recall that this advertising campaign ensured for Vodafone Essar, not everyone
was impressed by the company's ad strategy. Some analysts were doubtful about whether the ads
would attract people living in the semi-urban and rural areas of

India. They also wondered whether the popularity of the Zoozoos advertising campaign would actually
help the company increase its revenues...

Background Note
Vodafone entered India in December 2005 by acquiring a 10 percent stake in Bharti Ventures
Limited (Bharti) which later became Bharti Airtel Limited. However, as Bharti later ruled out
further dilution of its stake, Vodafone started considering other options to increase its market
share in India...

Vodafone Essar's Advertising Campaigns

After successfully rebranding 'Hutch' as 'Vodafone', Vodafone Essar started expanding its
presence in India. The company used almost all media channels to advertise its services.

It not only advertised on television, but also in newspapers, the radio, and on hoardings across
the country...

The Making of Zoozoos Campaign

In November 2008, Vodafone Essar decided to launch an advertising campaign to
communicate the VAS offered by the company (Refer to Exhibit IV for Some VAS offered by
Vodafone Essar). The company planned to air the ads during IPL-Season 2. It was decided that
O&M India, the advertising agency creating campaigns for Vodafone Essar, would create
separate ads for each service. During IPL-Season 2, a different ad would be shown each day, to
attract the viewers' interest...

The Launch
On April 20, 2009, Vodafone Essar launched the Zoozoos advertising campaign. During the IPL-Season
2, a total of 30 different TVCs including Cricket Alerts, Beauty Alerts, Phone Backup, Chhota Credit,
Vodafone Maps, Vodafone Call Filter, Live Games, Musical Greetings, etc. were aired (Refer to Exhibit
VI for Screenshots of some of the Advertisements)...
The Response
In April 2009, as the TVCs started being aired on television, they created the necessary buzz both in
traditional as well as in social networking sites like Facebook, and Twitter and video sharing website,
YouTube.
All the TVCs were available both on YouTube and Twitter. For the week ended April 25, 2009, one ad
on fashion tips was viewed 13,000 times on YouTube. On Google.co.in, the word 'Zoozoo,' became the
third highest search word on May 04, 2009...

Issues:
» Study the making of Zoozoos advertising campaign.

» Examine the factors that make an ad campaign successful.

» Discuss the importance of using a brand endorser to convey the message of an ad.

» Analyze the impact of a successful advertising campaign on the revenue growth of a company.
Case 2 ) Sales Promotion

Kids in today’s advertisement

Kids as a consumer segment have not been tapped to their full potential by media and the marketing
fraternity. Kids are perceived to have insignificant influence on purchase decisions in non-
conventional categories.

However, the reality is kids today are exposed to global media, making them sawier and better
informed. Most kids turned to the television to meet their information needs and to the word of
mouth and their interaction with peers. They are emerging as an important target segment in non
conventional categories like holidays, mobile phone etc. Better education levels, media explosion,
rising affluent levels and increasing interaction

with technology are all resulting in kids been much more informed than their adult counterparts,
result in credibility being built for them in the eyes of their parents. What is interesting to observe is
the evolving role of kids in the Indian household-from a time when these children use to pester their
parents in order to fulfill their desires they have now donned the role of consultants acting as
encyclopedias or ready reckoners with information readily available at their finger tips on anything
under the sun. Kids have moved from pester power wielders to influences to emerge as consultants
with most children having expertise across categories. A parent are also cognizant of the fact that their
kid’s advice is informed and not ad hoc, hence desire to act on the same instantly or at least includes it
in the consideration set when going out to shop. Parents are giving their kids advice due credit when it
comes to selecting holiday destinations, buying household durables or mobile phones & cars for the
family.

1. Explain the increasing the role of kids in today’s advertisement.

2. Explain in detail why sales promotions today are so much centered on kids.
3. Enlist any five advertisements that you regularly watch on the TV channels, that features kids.
Explain how featuring kids has added to the effectiveness of those advertisements.

Case 3 ) Retail Management

 One – price / fixed price shops are becoming popular in India. This retailing trend is welcomed
in Indian metros & cities. 49 & 99 shops are quite popular in India. They offer wide variety in gift
articles & they keep on updating their stock frequently as per customers demand & market trends.
They give lots of emphasis on attractive arrangement of merchandise in glass windows, counters &
shelves. Pleasant store atmosphere largely influences buyers & help in impulse buying.

1. Do you think selling the products through this method is right? Justify

2. Which other method you suggest for the selling of these products?

3. Which promotional tool you will be use to increase the sale?

Case 4) Pricing of a Premium Product

Quality Bathing Soap

Navin Mehta, a young chemical engineer, developed a new detergent during his M.Tech. Course.
Upon passing out he invested a small capital to start manufacturing and selling the detergent under
the brand name Nippo. Coming from a middle class family,Mehta decided to price his detergent much
lower than the other detergents available in the market at that time .His pricing strategy paid a rich
dividends & Nippo became an instant success. Using his newly acquired financial strength, Pravin
developed a premium quality bathing soap with a unique color & perfume. Although the cost price of
this soap was high, Navin price it substantially lower, maintaining low profit margins, to be
comfortable product in the market.

Answer the following questions

1. Suggest an appropriate marketing plan to Navin Mehta.

2. Do you feel Navin committed a pricing mistake in the case of bathing soap? Give

reasons for your answer?

Case5 separately attached in your mail boxes
Nivea – use of marketing mix in product launch.