You are on page 1of 81

Branding the World

Vodafone brand overview

Agenda
Vodafone Global M&A branding strategy ± phases Vodafone India Vodafone versus Reliance

Vision
To be the world¶s mobile communication leader ± enriching customers¶ lives, helping individuals, businesses and communities be more connected in a mobile world

Quotation mark symbolizing conversation ± interaction

Added 3D effect to emphasize the interaction ± literal µpushing of a button¶

Values
Passion for customer: customer above anything else (anticipate, understand, delight) Passion for employees Passion for results Passion for the world around us: force for GOOD in the world

Values Passion for customer: customer above anything else (anticipate. understand. delight) Passion for employees Passion for results Passion for the world around us: force for GOOD in the world .

understand.Values Passion for customer: customer above anything else (anticipate. delight) Passion for employees Passion for results Passion for the world around us: force for GOOD in the world .

complemented by real-life customer and technology trials. industry leaders. !: Not Innovation as a brand value but Innovation to anticipate customers relevant needs.Values Anticipate Future Products Team: the core of their strategic future planning and product development using a comprehensive process of product innovation discovery and assessment. writers . Receiver Magazine magazine for future thinkers conceived as an idea generator amongst the people.

Values Understand Oracle based data warehouse + various local alliances ± Customer segmentation ‡ Tracking and usage of customer information from calls made to services purchased ‡ Receives information from 12 Vodafone systems (including billing and contracts ‡ Reports are customized per department (from marketing to sales to customer care.«) Examples: ‡ New product launches are monitored in real time ‡ Daily sales numbers are send on a daily basis via sms to senior management ‡ Customer care uses detailed customer to better manage the relationship ‡ Vulnerable customer segments can be immediately identified to minimize churn This improved customer understanding helps to develop new products and services that can be targeted to specific customers .

Values Delight Value for money ‡ Offer more features on their co-branded handsets«for less (even ³free´) ‡ Highest level of innovation« at an affordable price .

Values Delight Customer service ‡ First to launch 24/7 customer call center .

Values Delight Customer service ‡ First to launch 24/7 customer call center .

delight) Passion for employees Passion for results Passion for the world around us: force for GOOD in the world . understand.Values Passion for customer: customer above anything else (anticipate.

waste. social studies. compliance. content standards. integrity. health surveys. EMF & Health Mobile phones. child web restrictions.CRP ‡ Consumers Handicap usage. Masts and Health concerns Base stations. etc Environment Handset recycling. energy impact. etc Supply Chain Ethical purchasing. etc Responsible marketing Social Investments Charity. phone theft issues. driving safety. outreach programs. transparency ‡ ‡ ‡ ‡ Vodafone topped corporate social responsibility in a survey in 2006 The company believes that trust is a pre-condition for doing a business and it is directly linked to being accountable for your actions as a company . transport. ozone. sponsor shows.

uncomplicated ± calling/messaging ‡ Phone features have µTips/advice¶ build in ‡ Launched to capture the older generation (in a bid to recruit from µvirgin¶ territory) .Services Vodafone SIMPLY ‡ ³Phones that come with common sense as a feature´ ‡ Easy.

Services Vodafone PASSPORT ‡ Let customers benefit from the global network ‡ Call home at domestic rates .

Services Vodafone Business ‡ Activate your business .

Services Vodafone Business ‡ Activate your business .

Services Vodafone HOME ‡ Limited number of countries .

content is crucial They put their money where their mouth is: ‡ Google maps for Mobile ‡ YouTube Mobile ‡ eBay Mobile ‡ Sony DJ Radio Tie-ups with popular. widely known brands ± in sync with their personality .Services Vodafone LIVE! ‡ The lifeline of Vodafone and the platform of the brand ‡ Call / message / Games / entertainment / music downloads / ring tones / TV / video MMS/3G : A fierce battle with empty promises One of the few providers who understands that to sell the service.to enhance the customer¶s experience Supporting the brand essence .

Services Vodafone LIVE! .

Services Vodafone LIVE! .

Services Not over-complicated Not over-engineered But simple and effective Mobile technology that will add value Segmentation based on needs Not demographics Not price plans .

Sponsoring ‡ To make the company one of the world¶s best known brands and to make themselves synonymous with ENTERTAINMENT ‡ As a winner itself in its own line of business. Vodafone believes in being associated with other winners. and being involved in aspirational activities which excite the public ± SPORTS ‡ Increase revenue by providing content for a range of products and services ‡ Vodafone sees sponsorship as involving far more than having a logo on a football shirt or a racing car .

Portugal¶s SL Benfica. AFC Newbury« ‡ ‡ Rugby: NZ Warriors Athletics: Ireland¶s GAA µLocalisation¶ of the global brand . Japan¶s URAWA Reds.Sponsoring For the global audience ‡ ‡ ‡ ‡ Formula 1 UEFA Champions League England Cricket Team The Derby Global brand awareness For the local audience ‡ Local football teams: Australia¶s St-Kilda. Greece¶s Olympiakos.

nose and front wing of the Ferraris The Vodafone brand also appeared on the drivers' and pit crews' overalls and helmets Michael Schumacher as an ambassador .Vodafone and Formula One ‡ ‡ ‡ ‡ ‡ For a long-time Vodafone backed Ferrari in Formula One The three-year sponsorship deal was the largest in Vodafone's history It involves significant branding on the side pod.

Vodafone and UEFA Champions League The UEFA Champions League is the world's greatest club football competition Football is the most popular sport in the world ‡ ‡ Sponsorships help to convert the passion of huge numbers of Vodafone customers for football into a business relationship Vodafone delivers content including video highlights packages and goal alerts to football fans on the Vodafone live! with 3G consumer service .

3G data cards and Palm Treo handheld devices) to stay in touch with friends and family. keep up to date with all the news as well as manage their business interests ‡ Bringing live cricket direct to fans¶ mobiles has been the latest in a series of developments towards making cricket available to a greater number of fans in this country wherever they are and whenever they want .Vodafone and England Cricket Team ‡ The team and management are supplied with the very latest mobile products and services (BlackBerrys.

Vodafone and the Derby ‡ The Vodafone Derby is the most famous thoroughbred horse race in the world and a key date in the international sporting calendar ‡ The race has been run for over 200 years and attracts a worldwide audience of more than 500 million .

Vodafone¶s sponsorship strategy ‡ Vodafone sees sponsorship as involving far more than having a logo on a football shirt or a racing car ‡ They are ambassadors of entertainment. sponsoring relevant entertainment/sporting events ‡ Focus on events followed by masses .

Personality ‡ ‡ ‡ SPONTANEOUS FUN ENERGETIC .

fundamental. unifying truth: customers all want to get the most out of life and their appetite to extract more from every moment is growing Unique power of mobility = enabling customers to get more out of every minute ‡ Communicating more spontaneously ‡ Accessing news and info more easily ‡ Converting dead time into an opportunity for entertainment or personal productivity The power of technology to transform everyday lives .Rebranding ‡ ‡ ‡ Not a 360 Degree change ³How are You?´ was about sharing moments NOW Vodafone¶s 3G leadership and capabilities make it possible to enhance the NOW Encourage customers to µmake the most of now¶ Based on a global.

Rebranding .

Rebranding Corporate launch campaign .

Rebranding Leveraging sponsorship .

Rebranding Vodafone LIVE! .

Rebranding Vodafone Business .

Rebranding Vodafone Price plan .

Rebranding Vodafone product .

Rebranding .

Summary Customer focus Benefit driven Entertaining/informative ± Not just the services but also the brand in itself .

Taking over the world .

Rational By adopting a single brand. The aim is to leverage the benefits of its global footprint realising the potential of Vodafone as a single worldwide group." . Vodafone's European subsidiaries be able to benefit from cost synergies such as brand advertising. and associated marketing activities. rather than a collection of separate operating entities. global products and services branding and advertising. media buying. Revenue synergies will be generated by increased use of Vodafone products and services. consistent Vodafone brand. promoted by a seamless.

3 stage Take over ‡ ‡ ‡ Acquire stake Increase stake Full digestion : : : No brand changes Dual logo Full Vodafone ± ³NOW´ Phasing anywhere between 6 months (Czech Rep) to less than 2 years .

Case story .

Case story ± SmarTone 1992 ‡ SmarTone entered the market in 1992 and became one of the leading brands very fast (first network to launch 3G) .

Case story ± SmarTone December 2004 ‡ Joint partnership agreement between SmarTone and Vodafone Only PR ± No campaigns .

not SmarTone/Vodafone ‡ Pure corporate campaign to communicate that µVodafone is now in HK¶ ‡ Based on global campaign with integration of HK imagery .Case story ± SmarTone 30th March 2005 ‡ Vodafone launches its brand ± as Vodafone.

Case story ± SmarTone 30th March 2005 .

Case story ± SmarTone 30th March 2005 .

Case story ± SmarTone 27th April 2005 ‡ Official launch of the joint partnership ‡ Dual brand .

Case story ± SmarTone 27th April 2005 ‡ Official launch of the joint partnership ‡ Dual brand .

Case story ± SmarTone Ongoing Business .

Case story ± SmarTone Ongoing Business .

Case story ± SmarTone Ongoing Tactical .

Case story ± SmarTone Ongoing BlackBerry .

Case story ± SmarTone Ongoing Roaming .

Case story ± SmarTone Ongoing VAS .

Case story ± SmarTone What about ³NOW´? Global branding is not always easy« .

Some other quick examples .

Malaysia ‡ ‡ Entered the Market in June 2006 ± Partnership Celcom (for data services) Launch of the Vodafone brand as stand alone in July 2006 Play Movie .

Malaysia ‡ ‡ Entered the Market in June 2006 ± Partnership Celcom (for data services) Launch of the Vodafone brand as stand alone in July 2006 .

Malaysia ‡ ‡ Dual branding Celcom/Vodafone started end 2006 Problems with BlackBerry caused the delay (would have launched dual branding in August) .

Czech republic: Oskar Mobil ‡ Before Vodafone .

Czech republic: Oskar Mobil ‡ ‡ Take over mid-2005 Teasing campaign with µRed Hand¶ graffiti all over town ± Paint the town RED campaign Refer to the Oskar logo (also RED) ± linking to the Vodafone brand ³It¶s in your hand. NOW´ .teaser .

Czech republic: Oskar Mobil ‡ Take over mid-2005 Vodafone only branding .

Czech republic: Oskar Mobil ‡ ‡ ‡ ‡ Dual brand: July 2005 End 2005: dual brand 77% awareness ± Vodafone on its own 57% 1st Feb 2006: Final rebrand to solo Vodafone Vodafone¶s campaigns combine the local culture + humorous touch Oskar with the strength of Vodafone as the largest mobile carrier in the world .

Belgium ‡ Partnership on Vodafone Live! With local market leader .

Belgium ‡ Partnership on Vodafone Live! With local market leader .

Potential Scenario India .

Vodafone¶s objective > 20% market share .

Regional CEO Vodafone ³Hutch is a great brand. But we are also committed to the Vodafone brand.´ ± Vodafone Chief Arun Sarin ‡ ‡ Dual brand strategy will be implemented asap Migration will happen albeit carefully planned ± Learned from what happened in Japan Extensive brand/customer research will happen in the next month ‡ .Potential phasing scenario ³The pug will feature in our advertisements´ ± Paul Donovan.

Implication of the Brand transformation
Hutch ‡ ³Technology Simplified´ ‡ = making technology simply usable ‡ = So simple, a child could use it Vodafone ‡ ³Technology enriching lives´ ‡ Platform build on MMS/3G leadership ‡ ³Future Vision´ Tone Fun, energetic, spontaneous

Tone Warm, accessible, caring

Differences Brand/Values

³Literal´ brand equity

Implications of the Brand transformation
Intrinsic brand values
Hutch ‡ International ‡ Premium ‡ High-tech ‡ Badge value Vodafone ‡ International ‡ Premium ‡ Future Vision ‡ Badge value

Sophistication

Sophistication

Target¶s aspirations and values are covered by both brands

Implications of the Brand transformation

Company / products/ services
Vodafone ‡ ³Customer focused´ ‡ Network will be the same ‡ Entertainment/Information driven to the Max (Vodafone Live!) ‡ Professional ± Global brand

Hutch ‡ Customer service ‡ Network ‡ Great VAS ‡ Professional

At par and beyond

100% Vodafone?
What works FOR them ‡ Although the Pug is very popular, the pug was only used in the network campaigns ± little of the other Hutch ads are remembered The pug is cute and sweet but ³doesn¶t tell me what Hutch has to offer´ Considering that Vodafone is all about demonstrating benefits: too far away from what they stand for Target has similar psychographics (historically determined ³the first´ or by conscious choice of µinternational/sophistication¶ Initial corridor research shows acceptance/likeability of the Vodafone campaigns To the point ± give details about the offer Fun to watch ± memorable Good looking young people Exciting Advantage: Unlike most of Vodafone¶s ventures, Hutch is not a local brand ± Less risk of resistance µLocal Pride¶ vs µInternational Big Boss¶

‡

‡

‡

‡

100% Vodafone? What works AGAINST them ‡ ‡ Vodafone¶s brand essence only truly comes to life to the fullest within a 3G offer Is the brand essence relevant for the Indian market (yet)? .

Reliance versus Vodafone: Fuel for thought .

Vodafone¶s India relevant strengths Handsets ‡ ‡ ‡ ‡ Co branded and Vodafone only branded (Chinese ± Huawei Technologies) Instant brand equity for Vodafone only branded phones Launch of exclusive lines ± Eg: Vodafone Mclaren Mercedes handsets In true Vodafone brand spirit: highest possible level of innovation in technology ‡ 904SH Sharp/Vodafone: first to launch phone with face recognition security system Best value for money (more features + better price) Handset recycling program ± Helping emerging markets ‡ Crucial for Vodafone Reason why the failed in Japan ± Not about to make the same mistake twice .

Vodafone¶s India relevant strengths Customer care ‡ ‡ Copy paste of their IT platforms (been there. done that) India invented the call-center phenomena Reliance perceived weakness Value for money ‡ Pricing Individual plans Handset packages (Free handsets) Will fight Reliance on its major strength ± within a GSM area .

Vodafone¶s India relevant strengths Branding ‡ ‡ Established brand Strong consistency throughout all channels and level of communication .

Thank You. .