Welcome

Sagar Agrawal Pratik Gandhi
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Establishment
The company was founded in 1982 as a joint venture . 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

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Hutchison Essar
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 Companyµ 'Best Mobile Service in the country' 'Most Creative and Most Effective Advertiser of the Year'.

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OUR VISION
To enrich our customers¶ lives through unique power of mobile communication.

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OUR PASSION
1. FOR CUSTOMERS: In anticipation of their customers¶ trust Vodafone understands their needs & delights them with its services. 2. FOR OUR PEOPLE: Outstanding people working together make Vodafone exceptionally successful. 3.FOR RESULTS: Vodafone believes in being action oriented & is driven by a desire to be the BEST. 4. FOR THE WORLD AROUND US: Vodafone believes helping people of the world to have fuller lives through their services & its impacts.

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Products
Prepaid Cellphone connection Prepaid recharge card Top - ups Vodafone Postpaid Calling Cards Vodafone PCO Vodafone Handyphone I-Phone 3G Magic box Handset World Calling Cards

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Service
Tunes & Downloads Entertainment Sports Devotional News & updates Astrology

Finance Travel Mail, messaging & more Dial in services Bill info Miscellaneous

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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.
1717

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Agenda
Background and Introduction Need identification Segmentation, Targeting, Positioning

Advertising Strategy
Analysis Learning

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Background
Vodafone entered India in December 2005 Successfully rebranded 'Hutch' as 'Vodafoneµ

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

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Before Acquisition

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WHY HUTCH 
Accelerates Vodafone¶s 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 Vodafone¶s exposure to high growth emerging markets  Hutch had overtaken many of the domectic competitors like orange,BPL

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The telecom battle 
Bharti Airtel, Idea are biggest competitors Airtel launched µMy Airtel My Offer¶ with Madhavan and Vidya Balan Idea launched µWalk when you talk¶ with Abhishek Bachan

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Rebranding campaign
Tagline ± ³Change is good...´ Baseline - ³Hutch is now Vodafone´ ³Wherever you go our network follows..´ To ³Make the most of now..´ Telecom major Vodafone Group Plc. wants its employees to see red. using its corporate colour to replace Hutch¶s pink.

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Vodafone Essar¶s advertising campaign
Promotional mixo Advertisements ± TVC, Print, Radio, hoardings  Value added services ads ± Visual ads supported by Print ads o Events/programs ± mtv splitsvilla o Sales Promotions ± Special prepaid bundle for Diwali

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Need Identification
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
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Advertising budget
‡ ‡ ‡ Hutchison Essar spent around Rs80

crores on advertising in 2006.

Initial annual budget that will be between Rs160 crores and Rs200 crores To announce the name change, the company has earmarked an advertising budget of

Rs 320 crores.

(Source : www.financialexpress.com , www.livemint.com )

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Introduction to ZooZoos

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µPug¶ was the mascot for Vodafone IPL 2008 had Vodafone going in Pug for its µHappy to Help¶ service

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Characteristics each lends to ZooZoos:
Cute Quirky Cuddly Alien Species Humanlike Harmless Kiddish Archetype: Child

Humourous Not complicated Full of life Simple Approachable Adorable

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What do these characteristics convey?

o Familiarity o Cartoons we used to watch as kids o Invokes pleasant memories and fantastical world we used to live as children but branded by vodafone; cool to talk about o Does not produce bias of any kind(class, creed, religion«)

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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.

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Launch 
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  20 ± 30 seconds duration with the ad message about the VAS. Ending with ³Make the Most of Now´

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Making of ZooZoos

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Prakash Verma of Nirvana Films Filmed in South Africa with local crew Movement, Talk, Gestures, Emotions, Costume designs and artwork

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SOME PHOTOS OF MAKING OF ZOOZOOS

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Magic Box Stock Alerts International Roaming Bhakti Sagar Busy message Dating Tips Voice SMS Fashion Tips Recharge Anywhere Ringtone Facebook Group SMS Call Divert
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Background Music Exam Results Beauty Tips Phone Backup IPL commentary Cricket Alerts IPL contests Chotta Credit Maps Live Call Filter Live Games Musical greetings Start of the match
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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

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Use of internet for promotion
o Downloadable Ringtones, wallpapers, screensavers and videos o Facebook ± aimed at building a community Dedicated microsite ± ³What kind of Zoozoo are you?´

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Official Fan page of ZooZoos on Facebook

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Results« 
Big hit on the internet  Curiosity about the characters  According to Advertising Age: world¶s most viewed video advertisement campaigns capturing first position  KOCHI: Vodafone has won PETA (People for Ethical Treatment for Animals) India's first Glitter Box awards for its popular 'ZooZoo' advertisement.
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IPL Impact
85% of most visible brand on screen Hit in both the weeks Most watched brand in breaks Vodafone ± 15% of commercial ads

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Has been a Launch-Pad for both HTC and iPhone Mobile Phones

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Official Sponsor for England Cricket Team since 15 years

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Zoozoo Merchandise
‡ The various moods of the perky Zoozoos are aptly captured in the trendy T-shirts that are available at Rs.299 onwards, company officials said. (mugs, bed and bath accessories, key chains) ‡Vodafone customers will get 10 percent discount on their purchases of Zoozoo merchandise.

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Mobile phones are becoming as indispensable as water
Vodafone µtotally automated¶ Mobile Phone Vending Machine Innovation Award at the annual UK Technology Innovation and Growth Award

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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

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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
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SWOT Analysis

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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 Wide media coverage, more precisely through video Easy and cheap animation leading to low production cost No celebrity endorser - No associated risks and costs

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WEAKNESS
Had an undermining effect on the brand Vodafone Difficulty in understanding faced by rural population

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OPPORTUNITIES
Revolution in the conventional way of advertising that was through public figures and celebrities Low advertising cost leading to provision of cheaper services IPL Season 2 expected to have good TRP¶s Huge Market.

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THREATS
A major intimidation to the brand VODAFONE Ads could get lost in major marketing war during IPL

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STP Analysis

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Segmentation
ZOOZOO - A cartoon character which represented common man Segmented basis on types of services used Urban and Rural region customers were separated out

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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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Positioning
‡ ³where you go the network follows you ³ ‡ 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. ‡ The ³pug´ and actor Irfan Khan will be retained for the brand position.

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Learnings
‡Low cost ads can make good impact ‡Concept is important ‡Expensive Brand Ambassadors could be avoided ‡Ads more relate to common man ‡Most Importantly
µKeep it simple¶

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