2. 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.
• The speech mark logo suggest conversation
3. Vodafone Essar
• Vodafone Essar, previously known as Hutchison
Essar is a cellular operator in India that covers 23
telecom circle in India.
• Despite the official name as Vodafone Essar, its
product is still branded as Vodafone.
• It offer both prepaid & GSM cellular phone
coverage throughout India with good presence in
metros.
4. Hutchison Essar
Established – 1994
an Essar group and Hutchison Whampoa
undertaking acquiring the cellular mobile license for
Mumbai
Has a nation wide market share of 16.4 pc
the fourth largest Indian operator.
Most respected telecom company
Most creative and Most Effective Advertising of the
year
5. OUR VISION
To enrich our customers lives through unique
power of mobile communication
6. OUR PASSION
1. FOR CUSTOMERS :
In anticipation of their customers trust Vodafone understand their needs &
delights them with its services .
2. FOR OUR PEOPLE :
Outstanding people working together make Vodafone exceptionally
successful.
3. FOR RESULT :
Vodafone believes in being action oriented & is driven by the desire to be the
BEST.
4. FOR THE WORLD AROUND US :
Vodafone believes helping people of the world to have fuller life through their
services & its impact
7. VODAFONE’S MARKETING MIX
1. Product:
• A product with many different features provides
customers with opportunities to chat, play
games, send and receive pictures, change ring tones,
receive information about travel and sporting events,
obtain billing information - and soon view video clips
and send video messages.
•Vodafone live! provides on-the-move information
services.
8. 2. Place:
• Vodafone UK operates over 300 of its own stores.
• It also sells through independent retailers e.g. Car phone
Warehouse.
• People are on hand to ensure customers’ needs are
matched with the right product and to explain the
different options available.
9. 3. Price :
• Vodafone wants to make its services accessible to as many
people as possible: from the young, through apprentices
and high powered business executives, to the more mature
users.
• It offers various pricing structures to suit different customer
groups.
• Monthly price plans are available as well as prepay options.
Phone users can top up their phone on line.
10. 4. Promotion :
• Vodafone works with icons such as David Beckham to
communicate its brand values.
• Advertising on TV, on billboards, in magazines and in other
media outlets reaches large audiences and spreads the brand
image and the message very effectively. This is known as above
the line promotion.
• Stores have special offers, promotions and point of sale posters
to attract those inside the stores to buy.
Vodafone’s stores, its products and its staff all project the brand
image.
• Vodafone actively develops good public relations by sending
press releases to national newspapers and magazines to explain
new products and ideas.
11. Why David Beckham
BECHKAM a legendary footballer
but is that all??
No ! he is also a fashion icon & a
carrying family guy
Remained caption of English team
Wow!!! Lots of fan
Fan’s love to adopt what their
celebrity adopts
The overall image that attracted
VODAFONE to him
As he appeals to many females
because of his lifestyle and fashion
icon
14. Rebranding campaign
Tagline – “ Change is good…”
Baseline – “ Hutch is now Vodafone”
“wherever you go our network
follows “ to
“Make the most of now”
15. Need Identification
Value added services of Vodafone needed
more promotion
Zoo Zoos where the perfect way to spread
awareness
IPL season 2 had lot of scope to be taken
advantage
17. • Pug was the mascot for Vodafone
• taken over from Hutch
• IPL 2008 had Vodafone going in
Pug for its ‘Happy to Help’ service
18. What those these character convey
Familiarity
Cartoons we used to watch as Kids
Invokes present memories & fantastical
world we used to live as children but
branded by Vodafone cool to talk abut
Does not produce bias of any kind
(class,creed,religin…)
25. Costs
• Animation are 10- 15 times costlier than real
people
• Zoo Zoos had low cost costumes, real people
• Speedy Schedule
•30 Advertisements cost only Rs 3 cr
• Zoo Zoos name was no where in the
commercial
•Massive Viral Marketing
26. Viral Marketing
Vodafone was successful in effort of viral
marketing.
Strategies captured imagination of millions
across the country
Every age group was interested in the ad & the
related VAS products
