PDCS MINOR PROJECT REPORT

ON
ADVERTISEMENT
(With Special Reference to Vodafone.)

SUBMITTED BY
(KARAN SINGH)
00219201709

STUDENT OF

LINGAYA’S LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES

MANDI ROAD, NEW DELHI-110047

FOR THE PARTIAL FULFILLMENT

OF
BACHELOR IN BUSINESS MANAGEMENT

UNDER THE SUPERVISION

OF
Ms.GAYATRI

SUBMITTED TO

GURU GOBIND SINGH INDRAPASTHA UNIVERSITY

DELHI, INDIA
1
 CERTIFICATE

Certified that this project report ADVERTISEMENT is the bonafide work of

KARAN SINGH who carried out the project work under the supervision of

Ms GAYATRI

SIGNATURE SIGNATURE

RAKESH KUMAR GUPTA Ms GAYATRI

HEAD OF THE DEPARTMENT Project Incharge

BBA Department BBA Department

LINGAYA’S LALITA DEVI LINGAYA’S LALITA DEVI
INSTITUTE OF MANAGEMENT INSTITUTE OF MANAGEMENT
& SCIENCES & SCIENCES
MANDI ROAD, NEW DELHI-110047 MANDI ROAD, NEW DELHI-110047

2
 TABLE OF CONTENTS

(the table of content should be in the format of table)

CHAPTER NO. TITLE PAGE NO.

ACKNOWLEDGEMENT
iii

PREFACE iv

EXECUTIVE SUMMARY v

LIST OF TABLE (if any) xii

LIST OF FIGURES
xviii

LIST OF SYMBOLS xxvii

1. INTRODUCTION 1

1.1 GENERAL 1
1.2 .... ......... 2
1.2.1 General 5
1.2.2 ........... 12
1.2.2.1 General 19
1.2.2.2 . . . . . . . . . . 25
1.2.2.3 . . . . . . . . . . 29
1.2.3 ............ 30
1.3 . . . . . . . . . . .. . . . . . . 45
1.4 .................. 58
2. LITERATURE REVIEW 69
2.1 GENERAL 75
2.2 .......... 99

3
 2.2 ……………. 100

ACKNOWLEDGEMENT

I owe a great many thanks to a great many people who helped and supported me during the
writing of this report. My deepest thanks to Lecturer, Ms GAYATRI (the Guide of the project
for guiding) for correcting various documents of mine with attention and care. He has taken
pain to go through the project and make necessary correction as and when needed. I express my
thanks to the hod of, BBA, for extending his support. I would also like to thank my Institute
and my faculty members without whom this project would have been a distant reality.

4
 DECLARATION

I hereby declare that the project work entitled ADVERTISEMENT (With Special
Reference to Vodafone.) submitted to the GURU GOBIND SINGH INDRAPASTHA
UNIVERSITY, is a record of an original work done by me under the guidance of
Ms GAYATRI , Faculty Member, BBA department , LINGAYA’S LALITA DEVI
INSTITUTE OF MANAGEMENT & SCIENCES MANDI ROAD, NEW DELHI
, and this project work has not performed the basis for the award of any Degree to the best of
my knowledge.

KARAN SINGH

00219201709

[SIGNATURE OF STUDENT]

5
 CONTENTS

• Introduction to topic

• Company profile
• Intro to advertisement
• findings
• Limitation & advantage
• Literature review
• Latest news related Vodafone

• Growth of Hutchison Cesar

• Transition from hutch to Vodafone
• About awards & achievement of Vodafone
• About zoo zoos add
• Product of Vodafone
• Conclusion

• Bibliography

• Suggestion

• Questioners.
6
 INTRODUCTION
Vodafone is the world's largest mobile telecommunications community, employing over 65,000
staff and with over 130 million customers. The business operates in 26 countries worldwide.
Vodafone is a public limited company with listings on the London and New York stock
exchanges.

Global recognition of the Vodafone brand is growing as the company rolls out its identity into
new markets. However, it retains local names and imagery in markets where this is essential to
maintaining the trust of customers.

To help promote its image worldwide, Vodafone uses leading sports stars from high profile
global sports, including David Beckham and Michael Schumacher. This Case Study
concentrates on how such promotion can help to keep a leading brand at the forefront of public
awareness

This is my honor to speak here for the product which was like a dream at the beginning and
especially in such a big market of Pakistan, infect, I should say in such a big and saturated
market of Pakistan. Our one of the main task was to find the space for such product in the
highly saturated market of Pakistan.

For that reason our team decided to work on few steps which were basically to get the feed back
from the market as fallow.
Basically our objectives were to find out the behaviors of the consumers or the customers
towards the product available in the market that either consumer or the customer is after the

• Quality of the product.

7
• or after the price of the product.
• or after the good presentation of the product which includes the servicing.
• or if the consumer is after or comes for particular product and why, either because
of effective advertisement on the media like television or news papers or other means of
advertisement.

Vodafone Company Description

Customers have voted with their phones to make Vodafone Group one of the world's top wireless
phone services carriers with about 300 million customers in more than 20 countries. In terms of
subscribers, Vodafone trails only China Mobile. The company does most of its business in Europe,
where it is a leader in the wireless markets of the UK and Germany. It also provides data, broadband
Internet, and fixed-line phone services; in Germany, these services are overseen by subsidiary Arbor.
Vodafone increasingly serves callers in Asia, Africa, the Middle East, and the Pacific region through
subsidiaries and joint ventures. In the US, the group holds a 45% stake in the #2 US wireless provider
Version Wireless.

Company Profile

Vodafone Group
Vodafone Group Plc, Newbury, England
Chairman: Sir John Bond (Sir Ian McGauran)
CEO: ARUNSARIN.

8
 OVERVIEW
1982: As Racal Telecomm, awarded the first mobile license in the AUK
1985: First mobile analogue call in the UK
1987: Launched Vodafone, a paging network covering 80% of the country
1988: Listed on the stock exchange
1991: Separated from Racal Electronics and since then quoted as Vodafone
1993: Introduction of digital mobile services in the UK and first international
partnership(Germany and South Africa).
1999: Merged with Air Touch Communications, producing a new company, Vodafone
Air touch plc.
2000: Began operating as the Vodafone group Plc
2000: Acquired Mannesmann AG and established Version Wireless (grouping the mobile
activities of Bell Atlantic and Vodafone Air Touch in the USA)
2002: Introduced Vodafone Live!
2004: Commercially launched its 3G services in Europe
2005: Launched fixed mobile convergence product in Germany called Zhao’s
2006: Sold its Japanese unit to Softbank and Swedish unit to Telecom
2007: Acquired controlling interest Hutchison Cesar Limited in India; acquired Tele2 fixed.

9
MARKET POSITION

Largest international mobile carrier in terms of subscriber base.

LICENSES:

Through its subsidiaries, owns GSM (900/1800), analogue and digital mobile licenses, UMTS
and fixed telephony licenses (only for certain subsidiaries)

NATIONAL:

Managed into two geo-regions: Europe and EMAPA; Europe includes mobile operations in
Western Europe and fixed line operations in Germany; region accounts for 79% of group
revenues with 33% of mobile shares of minutes
Extend momentum on 3G uptake; HSPA technologies remain as core network for next 5
years, already 100% in 3G footprint; started roll-out of HSUPA; mobile Imax and 3G Long-
Term Evolution to play a part in future network rollout plans Price elasticity: drive additional
usage and revenue from core voice and messaging services through larger minute bundles, new
tariffs (i.e. free weekend calls within UK ,Germany), prepaid to contract migrations and
targeted promotions; reduction of roaming charge prices by 40% in April 2007; cancellation of
top-up fees in Italy.
Cost control: European network integration into single IP-based MPLS network to reduce
number of base stations; application of supply chain management to generate
purchasing efficiencies; outsourcing of IT development and maintenance to EDS and IBM and
data centre consolidation programmed. Fixed-mobile services: launched Vodafone At Home
and At Office allowing calls from a geographically defined area to fixed line numbers using a
mobile handset; has now established route to delivering fixed broadband services in each of
major European markets
10
Mobile-PC integration: introduce PC environments to mobile handsets; PC to mobile IM
with Yahoo! and Microsoft; search and maps with Google; auctions via eBay; videos
through You Tube and social networking with My Space
Mobile Advertising: together with Yahoo! in the UK and providers in Germany and Italy to
enter into individually targeted advertising and content based advertising: mobile
advertising as enhancing and personalizing customer experience, whilst increasing
customer loyalty and content revenues.

INTERNATIONAL

EMAPA includes operations in Eastern Europe, the Middle East, Africa, Asia and Pacific as
well as Group’s associates and investments; accounts for 21% of group revenues with 27%
average mobile customer penetration.
Continue to expand in emerging markets; expected to account for 70% of Group’s
customer growth in the next 5 years; invest in territories with low mobile handset
penetration and rising GNP per capita (e.g. acquired Cesar in India with 14% penetration).

DISTRIBUTION STRATEGY

Directly owns 1,100 stores along with 5,500 Vodafone branded stores; product and services
available in local online stores; dedicated sales force for business customers; third party
distributors, dealers and IT resellers sell notebooks with 3G cards to total 5,000 resellers
across countries.
Company Profile

11
HISTORY OF VODAFONE
Vodafone Easer is the Indian subsidiary of Vodafone Group and commenced operations in 1994
when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. The
company now has operations across the country with over 78.68 million customers**. Over the
years, Vodafone Easer, under the Hutch brand, has been named the ‘Most Respected Telecom
Company´, the ´Best Mobile Service in the country´ and the ´Most Creative and Most Effective
Advertiser of the Year´. Vodafone is the world’s leading international mobile communications
group with approximately 315 million proportionate customers as at 30 June 2009. Vodafone
currently has equity interests in 31 countries across five continents and around 40 partner
networks worldwide. For more information, please visit www.vodafone.com The Easer Group
is a diversified business corporation with a balanced portfolio of assets in the manufacturing
and services sectors of Steel, Energy, Power, Communications, Shipping Ports & Logistics, and
Projects. Easer employs more than 50,000 people across offices in Asia, Africa, Europe and the
Americas. Figures from Cellular Operators Association of India, July 31, 2009 Vodafone

Founded 1983 as Racal Telecom, independent 1991

Headquarters Newbury, England, UK Key people Victoria Coal, CEO

Sir John Bond, Chairman John Buchanan, Deputy Chairman

Industry Mobile telecommunications

Products Mobile networks, Telecom services, Etc.

Revenue £35,478 million (2008)

Operating income £10,047 million (2008)

Net income £6,756 million (2008)

Employees 72,375 (2008)

12
Vodafone UK,

Vodafone is a British 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 about £75 billion (August 2008). Vodafone currently has
operations in 31 countries and partner networks in a further 40 countries

The name Vodafone comes from Voice data phone, chosen by the company to "reflect the
provision of voice and data services over mobile phones.

As of 2009 Vodafone had an estimated 303 million customers in 31 markets across 5

continents. On this measure, it is the second largest mobile telecom group in the world behind
China Mobile.

In the United States, Vodafone owns 45% of Versions Wireless, the largest wireless
telecommunications network in the United States, based on number of subscribers.

Vodafone Group
In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two UK
cellular telephone network licenses; the other going to British Telecom The network, known as
Racal Vodafone was 80% owned by Racal, with Million and the Hambros Technology Trust
owning 15% and 5% respectively. Vodafone was launched on 1 January 1985. Racal Strategic
Radio was renamed Racal Telecommunications Group Limited in 1985.On 29 December 1986
Racal Electronics bought out the minority shareholders of Vodafone for GB£110 million.

In September 1988 the company was again renamed Racal Telecom and on 26 October 1988
13
Racal Electronics floated 20% of the company. The flotation valued Racal Telecom at GB£1.7
billion. On 16 September 1991 Racal Telecom was demurred from Racal Electronics as
Vodafone Group.

In July 1996 Vodafone acquired the two thirds of Talk land it did not already own for £30.6
million. On 19 November 1996, in a defensive move, Vodafone purchased Peoples Phone for
£77 million, a 181 store chain whose customers were overwhelmingly using Vodafone's
network. In a similar move the company acquired the 80% of Aster Communications that it did
not own, a service provider with 21 stores.

In 1997 Vodafone introduced its Speech mark logo, as it is a quotation mark in a circle; the O's
in the Vodafone logotype are opening and closing quotation marks, suggesting conversation.

On 29 June 1999 Vodafone completed its purchase of Air Touch Communications, Inc. and
changed its name to Vodafone Air touch plc. Trading of the new company commenced on 30
June 1999. To approve the merger, Vodafone sold its 17.2% stake in E-Plus Mobil funk. The
acquisition gave Vodafone a 35% share of Mannesmann, owner of the largest German mobile
network.

Vodafone's original logo used until the introduction of the speech mark logo in 1997On 21
September 1999 Vodafone agreed to merge its U.S. wireless assets with those of Bell Atlantic
Corp to form Version Wireless. The merger was completed on 4 April 2000.

In November 1999 Vodafone made an unsolicited bid for Mannesmann, which was rejected.
Vodafone's interest in Mannesmann had been increased by the latter's purchase of Orange, the
UK mobile operator. Chris Gent would later say Mannesmann's move into the UK broke a
14
"gentleman's agreement" not to compete in each other's home territory. The hostile takeover
provoked strong protest in Germany and a "titanic struggle" which saw Mannesmann resist
Vodafone's efforts. However, on 3 February 2000 the Mannesmann board agreed to an
increased offer of £112bn, then the largest corporate merger ever. The EU approved the merger
in April 2000. The conglomerate was subsequently broken up and all manufacturing related
operations sold off.

On 28 July 2000 the Company reverted to its former name, Vodafone Group Plc. In April 2001
the first 3G voice call was made on Vodafone United Kingdom's

THE VODAFONE Group now has 200 million customers

worldwide.

The announcement was made by Vodafone Group (Vodafone)chief executive ARUNSARIN.

“I am also pleased to announce today that we now have200 million proportionate customers
globally and we are grateful for their confidence in us. This is both an important milestone for
Vodafone and a great achievement by our people,” Siren said.
Vodafone Fiji has 275,000customers, with 75,000 joining the Vodafone family in the last nine
months. The achievement of the milestone was part of a statement by Vodafone highlighting
key
performance indicators for the quarter ended December 31,2006.
The main highlights include organic growth of 6.1% for the quarter in proportionate mobile
revenue. On a statutory basis, growth in total revenue for the quarter was5.1%, with organic
service revenue growth of 4.8%.There were 8.7 million proportionate organic net mobile
additions for the quarter. The company also added 2.5million 3G devices during this time,
15
bringing the total 3G device base to 13.6 million. 3G Broadband through HSDPA is now
available
across 21 of the group's markets and partner networks. Vodafone At Home is now launched in
seven markets, including five offering DSL services, and Vodafone Office available in11
markets.
Vodafone re-iterated its current year outlook with the financial performance for the quarter and
year to date in line with expectations. "These Kepi’s are very much in line
with expectations and show that we are continuing to make progress in executing our strategy,”
Siren said.

Vodafone Operating Countries

Vodafone's partners and affiliates In 2001 the Company took over Ariel, then part of zircon in
Ireland, and Reframed it as Vodafone Ireland. It then went on to acquire Japan's third-largest
mobile operator J-Phone, which had introduced camera phones first in Japan.

On 17 December 2001 Vodafone introduced the concept of "Partner Networks" by signing TDC
Mobil of Denmark. The new concept involved the introduction of Vodafone international
services to the local market, without the need of investment by Vodafone. The concept would
be used to extend the Vodafone brand and services into markets where it does not have stakes in
local operators. Vodafone services would be marketed under the dual-brand scheme, where the
Vodafone brand is added at the end of the local brand. (i.e., TDC Mobil-Vodafone etc.).

Vodafone Global Enterprise

AFTER Global Enterprise is a business set up by Vodafone with the sole purpose of handling
16
Vodafone's multinational clients. It is the high end business to business section of Vodafone
group, and acts like an operating country (such as for example Vodafone UK). Devices and
services available in any operating country, are available to Global Enterprise customers in the
same country, and so Vodafone Global Enterprise are able to offer a wide range of products.
Vodafone Global Enterprise have a presence in over 65 countries and this number is expected to
grow in future, as with the recent acquisition of Ghana Telecom. Since its foundation in 2007,
Global Enterprise has aimed to be a world leader in managed mobility services. Vodafone
Global Enterprise are headquartered in Newbury, but do have operatives around the world;
while many of Vodafone's marketing employees are relocated to London, Global Enterprise'
team will remain in Newbury.

Nick Jeffery leads Vodafone Global Enterprise. He led the creation of Vodafone Global
Enterprise in 2007 and continues to define the strategy and operational execution for
Vodafone's relationship with multi-national corporate customers. Global Enterprise have a
dedicated group of account managers, at both global and national levels, who look customers
needs, and are supported by pre-sales and technical consultancy teams.

Products and Services include Enterprise Central, Telecomm Management, Global Device
Portfolio and Managed Mobility Services. In 2009 Vodafone Global Enterprise was the winner
of Best Mobile Enterprise Service at the GSMA Global Mobile Awards 2009.

COMPANY’s PROFILE
17
Headquarters Reading, United Kingdom
Industry Telecommunications
Type Public Company
Status Operating
Company Size 66,000 employees
2007 Revenue 31,104 mil [GBP] (6%)
Founded 1984
Website http://www.vodafone.com

Common Job Manager 6%

Titles Project Manager 4%
Engineer 3%
Account Manager 2%
Product Manager 2%
Median Age 32 years
Gender Male 69%
Female 31%

Vodafone is a British mobile network operator with its headquarters in Newbury

,Berkshire, England ,U k. It is the largest mobile telecommunication network company in the
world by turnover and has a market value of about $75 billion (August 2008). Vodafone
currently has operations in 31 countries and partner networks in a further 40 countries.

The name Vodafone comes from voice data foe, chosen by the company to “reflect the
provision of voice and data services over mobile phones.”

18
As of 2009 Vodafone had an estimated 303 million customers in 31 markets across 5
continents. on the measure, it is the second largest mobile telecom group in the world behind
china mobile.

Vodafone owns 45%of Version wireless, the largest wireless telecommunication network in the
united states, based on number of subscribes.

Vodafone Group

In 1982 Racal electronic plc’s subsidiary Racal strategic radio Ltd. Won one of two auk cellar
telephone network licenses; the other going to British telecom the network known as Racal
Vodafone was 80%owned by Racal, with million and the Hambros technology trust owning
15%and5% respectively. Vodafone was launched on 1 january1985.racal strategic radio was
renamed Racal telecommunication group limited in 1985.on 29 December 1986 electronic
bought out the minority shareholders of Vodafone for gb$1 10million.

GOALS OF VODAFONE

Last year we outlined six strategic goals, designed then to ensure the delivery of
increased value to our customers and shareholders as we move into a new era in
mobile telecommunications. I believe we have made significant progress, particularly
with the consumer launch of 3G and the ongoing implementation of our One Vodafone
programmed.
In November, we announced the full roll-out of our consumer 3G offering across
13 markets. This was an important step in our 3G strategy and followed the success
19
of the Vodafone Mobile Connect 3G/GPRS data card introduced in February last year.
The enhancements that 3G brings will enable us to build on the success we have
achieved with Vodafone live! since the service started in October 2002. We now have
almost 31 million active Vodafone live! users and have a total of 2.4 million 3G devices
registered on our networks.
Vodafone live! and Vodafone Mobile Connect are prime examples of how we offer
services that are focused on specific customer needs. The most recent examples of
this approach have been the launch of Vodafone Simply, which caters for those
customers who want an uncomplicated and straight-forward mobile experience, and the
simplification of our roaming tariffs with the introduction of Vodafone Travel Promise.
Our ability to launch common services across so many markets at the same time is
evidence of how Vodafone is beginning to deliver the advantages of scale and scope
and, in particular, shows the benefit of creating central marketing and technology
functions last year. We are building on these achievements through our One Vodafone
programmed to drive further benefits from our global footprint..

Business strategy
Vodafone is at the centre of three enormously valuable markets – telecommunications,
infotainment and IT productivity. The Vodafone strategy is to mobilized these markets
and, through this process, grow voice and data service revenue. In doing this,
Vodafone is particularly seeking to leverage third generation (“3G”) mobile technology
to develop new, enhanced service offerings for consumers and business customers.
The Group’s strategic roadmap identifies six key goals:

• delight our customers;

• build the best global Vodafone team;
• leverage our global scale and scope;
• expand our market boundaries;
20
• be a responsible business; and,
• provide superior returns to shareholders.

Vodafone has built a global footprint of mobile operations and is leveraging this global
presence to provide cost and time to market advantages.

About Vodafone
Vodafone is the world ’s lea
revenue with:

INTRODUCTION TO THE TOPIC

www.vodafone.com
• Group revenue of £41.0
21
• Approximately 303 million pro
(as of March 31st, 09)
 WHAT IS ADVERTISEMENT?

Advertising is a form of communication used to help sell products and services. Typically it
communicates a message including the name of the product or service and how that product or
service could potentially benefit the consumer. However, advertising does typically attempt to
persuade potential customers to purchase or to consume more of a particular brand of product or
service. Modern advertising developed with the rise of mass production in the late 19th and
early 20th centuries.

Many advertisements are designed to generate increased consumption of those products and
services through the creation and reinvention of the "brand image". For these purposes,
advertisements sometimes embed their persuasive message with factual information. There are
many media used to deliver these messages, including traditional media such as television,
radio, cinema, magazines, newspapers, video games, the carrier bags, billboards, mail or post
and Internet marketing. Today, new media such as digital signage is growing as a major new
mass media. Advertising is often placed by an advertising agency on behalf of a company or
other organization.

Organizations that frequently spend large sums of money on advertising that sells what is not,
strictly speaking, a product or service include political parties, interest groups, religious
organizations, and military recruiters. Non-profit organizations are not typical advertising
clients, and may rely on free modes of persuasion, such as public service announcements.

Money spent on advertising has increased dramatically in recent years. In 2007, spending on
advertising has been estimated at over $150 billion in the United States and $385 billion world
wide, and the latter to exceed $450 billion by 2010.

22
While advertising can be seen as necessary for economic growth, it is not without social costs.
Unsolicited Commercial Email and other forms of spam have become so prevalent as to have
become a major nuisance to users of these services, as well as being a financial burden on
internet service providers. Advertising is increasingly invading public spaces, such as schools,
which some critics argue is a form of child exploitation. In addition, advertising frequently uses
psychological pressure (for example, appealing to feelings of inadequacy) on the intended
consumer, which may be harmful..

CONTENTS
"Advert" redirects here. For the British musician, see Gaye Advert.
"Advertiser" redirects here. For other uses, see Advertiser (disambiguation).
This article may require cleanup to meet Wikipedia quality standards. Please improve this
article if you can. (February 2009)

For content guidelines on the use of advertising in Wikipedia articles, see Wikipedia: Spam. For
a proposal on advertising about Wikipedia, see Wikipedia: Advertisements.

A Coca-Cola ad from the 1890sMarketing

23
Advertising is a form of communication used to help sell products and services. Typically it
communicates a message including the name of the product or service and how that product or
service could potentially benefit the consumer. However, advertising does typically attempt to
persuade potential customers to purchase or to consume more of a particular brand of product or
service. Modern advertising developed with the rise of mass production in the late 19th and
early 20th centuries.

Many advertisements are designed to generate increased consumption of those products and
services through the creation and reinvention of the "brand image". For these purposes,
advertisements sometimes embed their persuasive message with factual information. There are
many media used to deliver these messages, including traditional media such as television,
radio, cinema, magazines, newspapers, video games, the carrier bags, billboards, mail or post
and Internet marketing. Today, new media such as digital signage is growing as a major new
mass media. Advertising is often placed by an advertising agency on behalf of a company or
other organization.

Organizations that frequently spend large sums of money on advertising that sells what is not,
strictly speaking, a product or service include political parties, interest groups, religious
organizations, and military recruiters. Non-profit organizations are not typical advertising
clients, and may rely on free modes of persuasion, such as public service announcements.
[citation needed]

Money spent on advertising has increased dramatically in recent years. In 2007, spending on
advertising has been estimated at over $150 billion in the United States[2] and $385 billion
worldwide, and the latter to exceed $450 billion by 2010.[citation needed]

24
While advertising can be seen as necessary for economic growth, it is not without social costs.
Unsolicited Commercial Email and other forms of spam have become so prevalent as to have
become a major nuisance to users of these services, as well as being a financial burden on
internet service providers. Advertising is increasingly invading public spaces, such as schools,
which some critics argue is a form of child exploitation. In addition, advertising frequently uses
psychological pressure (for example, appealing to feelings of inadequacy) on the intended
consumer, which may be harmful..

HISTORYOF ADVERTISEMENT
Edo period advertising flyer from 1806 for a traditional medicine called Kinetin Egyptians used
papyrus to make sales messages and wall posters. Commercial messages and political campaign
displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found
advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock
painting for commercial advertising is another manifestation of an ancient advertising form,
which is present to this day in many parts of Asia, Africa, and South America. The tradition of
wall painting can be traced back to Indian rock art paintings that date back to 4000 BCE.
History tells us that Out-of-Home advertising and Billboards are the oldest forms of advertising.

As the towns and cities of the Middle Ages began to grow, and the general populace was unable
to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image
associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a
candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs
25
of carts and wagons and their proprietors used street callers (town criers) to announce their
whereabouts for the convenience of the customers.

As education became an apparent need and reading, as well printing developed, advertising
expanded to include handbills. In the 17th century advertisements started to appear in weekly
newspapers in England. These early print advertisements were used mainly to promote books
and newspapers, which became increasingly affordable with advances in the printing press; and
medicines, which were increasingly sought after as disease ravaged Europe. However, false
advertising and so-called "quack" advertisements became a problem, which ushered in the
regulation of advertising content.

As the economy expanded during the 19th century, advertising grew alongside. In the United
States, the success of this advertising format eventually led to the growth of mail-order
advertising.

In June 1836, French newspaper La Press is the first to include paid advertising in its pages,
allowing it to lower its price, extend its readership and increase its profitability and the formula
was soon copied by all titles. Around 1840, Volley Palmer established a predecessor to
advertising agencies in Boston. Around the same time, in France, Charles-Louis Haves
extended the services of his news agency, Haves to include advertisement brokerage, making it
the first French group to organize. At first, agencies were brokers for advertisement space in
newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for
advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.

An 1895 advertisement for a weight gain product. At the turn of the century, there were few
career choices for women in business; however, advertising was one of the few. Since women
were responsible for most of the purchasing done in their household, advertisers and agencies

26
recognized the value of women's insight during the creative process. In fact, the first American
advertising to use a sexual sell was created by a woman – for a soap product. Although tame by
today's standards, the advertisement featured a couple with the message "The skin you love to
touch".

In the early 1920s, the first radio stations were established by radio equipment manufacturers
and retailers who offered programs in order to sell more radios to consumers. As time passed,
many non-profit organizations followed suit in setting up their own radio stations, and included:
schools, clubs and civic groups. When the practice of sponsoring programs was popularized,
each individual radio program was usually sponsored by a single business in exchange for a
brief mention of the business' name at the beginning and end of the sponsored shows. However,
radio station owners soon realized they could earn more money by selling sponsorship rights in
small time allocations to multiple businesses throughout their radio station's broadcasts, rather
than selling the sponsorship rights to single businesses per show.

A print advertisement for the 1913 issue of the Encyclopedia Britannic a This practice was
carried over to television in the late 1940s and early 1950s. A fierce battle was fought between
those seeking to commercialize the radio and people who argued that the radio spectrum should
be considered a part of the commons – to be used only non-commercially and for the public
good. The United Kingdom pursued a public funding model for the BBC, originally a private
company, the British Broadcasting Company, but incorporated as a public body by Royal
Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the
federal government to adopt a public funding model, creating the Canadian Broadcasting
Corporation. However, in the United States, the capitalist model prevailed with the passage of
the Communications Act of 1934 which created the Federal Communications Commission. To
placate the socialists, the U.S. Congress did require commercial broadcasters to operate in the
"public interest, convenience, and necessity". Public broadcasting now exists in the United

27
States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service
and National Public Radio

In the early 1950s, the Dumont Television Network began the modern trend of selling
advertisement time to multiple sponsors. Previously, Dumont had trouble finding sponsors for
many of their programs and compensated by selling smaller blocks of advertising time to
several businesses. This eventually became the standard for the commercial television industry
in the United States. However, it was still a common practice to have single sponsor shows,
such as The United States Steel Hour. In some instances the sponsors exercised great control
over the content of the show - up to and including having one's advertising agency actually
writing the show. The single sponsor model is much less prevalent now, a notable exception
being the Hallmark Hall of Fame.

The 1960s saw advertising transform into a modern approach in which creativity was allowed to
shine, producing unexpected messages that made advertisements more tempting to consumers'
eyes. The Volkswagen ad campaign—featuring such headlines as "Think Small" and "Lemon"
(which were used to describe the appearance of the car)—ushered in the era of modern
advertising by promoting a "position" or "unique selling proposition" designed to associate each
brand with a specific idea in the reader or viewer's mind. This period of American advertising is
called the Creative Revolution and its archetype was William Bern Bach who helped create the
revolutionary Volkswagen ads among others. Some of the most creative and long-standing
American advertising dates to this period.

The late 1980s and early 1990s saw the introduction of cable television and particularly MTV.
Pioneering the concept of the music video, MTV ushered in a new type of advertising: the
consumer tunes in for the advertising message, rather than it being a by-product or afterthought.
As cable and satellite television became increasingly prevalent, specialty channels emerged,

28
including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and
Shop TV Canada.

Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-
com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering
everything from coupons to free Internet access. At the turn of the 21st century, a number of
websites including the search engine Google, started a change in online advertising by
emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users.
This has led to a plethora of similar efforts and an increasing trend of interactive advertising.

The share of advertising spending relative to GDP has changed little across large changes in
media. For example, in the U.S. in 1925, the main advertising media were newspapers,
magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP
was about 2.9 percent. By 1998, television and radio had become major advertising media.
Nonetheless, advertising spending as a share of GDP was slightly lower—about 2.4 percent.

A recent advertising innovation is "guerrilla marketing", which involve unusual approaches

such as staged encounters in public places, giveaways of products such as cars that are covered
with brand messages, and interactive advertising where the viewer can respond to become part
of the advertising message. This reflects an increasing trend of interactive and "embedded" ads,
such as via product placement, having consumers vote through text messages, and various
innovations utilizing social network services such as My Space.

29
 TYPES OF ADVERTISING
1. Media:

Paying people to hold signs is one of the oldest forms of advertising, as with this Human
directional pictured above .,
A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular
mediums for advertisers.
A DBAG Class 101 with UNICEF ads at Ingested main railway station Commercial advertising
media can include wall paintings, billboards, street furniture components, printed flyers and
rack cards, radio, cinema and television adverts, web banners, mobile telephone screens,
shopping carts, web popup, skywriting, bus stop benches, human billboards, magazines,
newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logo jets"),
in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof
mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands
on disposable diapers, stickers on apples in supermarkets, shopping cart handles (advertising),
the opening section of streaming audio and video, posters, and the backs of event tickets and
supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a
medium is advertising.

30
One way to measure advertising effectiveness is known as Ad Tracking. This advertising
research methodology measures shifts in target market perceptions about the brand and product
or service. These shifts in perception are plotted against the consumers’ levels of exposure to
the company’s advertisements and promotions. The purpose of Ad Tracking is generally to
provide a measure of the combined effect of the media weight or spending level, the
effectiveness of the media buy or targeting, and the quality of the advertising executions or
creative
 Advertising media selection

i. Covert advertising:

Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded
in entertainment and media. For example, in a film, the main character can use an item or other
of a definite brand, as in the movie Minority Report, where Tom Cruise's character John
Anderson owns a phone with the Nokia logo clearly written in the top corner, or his watch
engraved with the Bulgaria logo. Another example of advertising in film is in I, Robot, where
main character played by Will Smith mentions his Converse shoes several times, calling them
"classics," because the film is set far in the future. I, Robot and Space balls also showcase
futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the
vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result
contained many scenes in which Cadillac cars were used. Similarly, product placement for
Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond
films, most notably Casino Royal. Blade Runner includes some of the most obvious product
placement; the whole film stops to show a Coca-Cola billboard.

ii. Television commercials:

31
The TV commercial is generally considered the most effective mass-market advertising format,
as is reflected by the high prices TV networks charge for commercial airtime during popular TV
events. The annual Super Bowl football game in the United States is known as the most
prominent advertising event on television. The average cost of a single thirty-second TV spot
during this game has reached US$3 million (as of 2009).

The majority of television commercials feature a song or jingle that listeners soon relate to the
product.

Virtual advertisements may be inserted into regular television programming through computer
graphics. It is typically inserted into otherwise blank backdrops or used to replace local
billboards that are not relevant to the remote broadcast audience. More controversially, virtual
billboards may be inserted into the background where none exist in real-life. Virtual product
placement is also possible.

iii. Infomercials:

There are two types of infomercials, described as long form and short form. Long form
infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to two
minutes long. Infomercials are also known as direct response television (DRTV) commercials
or direct response marketing.

The main objective in an infomercial is to create an impulse purchase, so that the consumer sees
the presentation and then immediately buys the product through the advertised toll-free
telephone number or website. Infomercials describe, display, and often demonstrate products
and their features, and commonly have testimonials from consumers and industry professionals.

iv. Celebrities:
32
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain
recognition for their products and promote specific stores or products. Advertisers often
advertise their products, for example, when celebrities share their favorites products or wear
clothes by specific brands or designers. Celebrities are often involved in advertising campaigns
such as television or print adverts to advertise specific or general products.
v. Media and advertising approaches:

Increasingly, other media are overtaking many of the "traditional" media such as television,
radio and newspaper because of a shift toward consumer's usage of the Internet for news and
music as well as devices like digital video recorders (DVD’s) such as Tao.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising
space are dependent on the "relevance" of the surrounding web content and the traffic that the
website receives.

Digital signage is poised to become a major mass media because of its ability to reach larger
audiences for less money. Digital signage also offer the unique ability to see the target audience
where they are reached by the medium. Technology advances has also made it possible to
control the message on digital signage with much precision, enabling the messages to be
relevant to the target audience at any given time and location which in turn, gets more response
from the advertising. Digital signage is being successfully employed in supermarkets. Another
successful use of digital signage is in hospitality locations such as restaurants. and malls.

E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known
as "spam". Spam has been a problem for email users for many years. But more efficient filters
are now available making it relatively easy to control what email you get.

33
Some companies have proposed placing messages or corporate logos on the side of booster
rockets and the International Space Station. Controversy exists on the effectiveness of
subliminal advertising (see mind control), and the pervasiveness of mass messages (see
propaganda).

Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal
cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the
feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier",
"Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo"
(often used by those exposed to many video games) = video games, and "Band-Aid" = adhesive
bandage) — these can be seen as the pinnacle of any advertising campaign. However, some
companies oppose the use of their brand name to label an object. Equating a brand with a
common noun also risks turning that brand into a generalized trademark - turning it into a
generic term which means that its legal protection as a trademark is lost.

As the mobile phone became a new mass media in 1998 when the first paid downloadable
content appeared on mobile phones in Finland, it was only a matter of time until mobile
advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile
advertising had reached $2.2 billion and providers such as Adobe delivered billions of mobile
ads.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture
and video messages, averages and various engagement marketing campaigns. A particular
feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web
addresses, and uses the camera feature of modern phones to gain immediate access to web
content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.

34
A new form of advertising that is growing rapidly is social network advertising. It is online
advertising with a focus on social networking sites. This is a relatively immature market, but it
has shown a lot of promise as advertisers are able to take advantage of the demographic
information the user has provided to the social networking site. Friend advertising is a more
precise advertising term in which people are able to direct advertisements toward others directly
using social network service.

From time to time, The CW Television Network airs short programming breaks called "Content
Wraps," to advertise one company's product during an entire commercial break. The CW
pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar
Hero II, Cover Girl, and recently Toyota.

Recently, there appeared a new promotion concept, "Advertising"; its supported on Augmented
Reality technology.

35
 FINDINGS:

Mobile billboard advertising

The Redeye newspaper advertised to its target market at North Avenue Beach with a sailboat
billboard on Lake Michigan. Mobile billboards are truck- or blimp-mounted billboards or
digital screens. These can be dedicated vehicles built solely for carrying advertisements along
routes reselected by clients, or they can be specially-equipped cargo trucks. The billboards are
often lighted; some being backlit, and others employing spotlights. Some billboard displays are
static, while others change; for example, continuously or periodically rotating among a set of
advertisements.

Mobile displays are used for various situations in metropolitan areas throughout the world,
including:

Target advertising:
One-day, and long-term campaigns
Conventions
Sporting events
Store openings and similar promotional events
Big advertisements from smaller companies
Others

36
Public service advertising:
The same advertising techniques used to promote commercial goods and services can be used to
inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS,
political ideology, energy conservation, religious recruitment, and deforestation.

Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and
motivating large audiences. "Advertising justifies its existence when used in the public interest -
it is much too powerful a tool to use solely for commercial purposes." - Attributed to Howard
Goss age by David Ogilvy.

Public service advertising, non-commercial advertising, public interest advertising, cause

marketing, and social marketing are different terms for (or aspects of) the use of sophisticated
advertising and marketing communications techniques (generally associated with commercial
enterprise) on behalf of non-commercial, public interest issues and initiatives.

In the United States, the granting of television and radio licenses by the FCC is contingent upon
the station broadcasting a certain amount of public service advertising. To meet these
requirements, many broadcast stations in America air the bulk of their required public service
announcements during the late night or early morning when the smallest percentage of viewers
are watching, leaving more day and prime time commercial slots available for high-paying
advertisers.

Public service advertising reached its height during World Wars I and II under the direction of
several governments

37
Criticism of advertising

Hyper-commercialism and the commercial tidal wave

Criticism of advertising is closely linked with criticism of media and often interchangeable.
They can refer to its audio-visual aspects (e. g. cluttering of public spaces and airwaves),
environmental aspects (e. g. pollution, oversize packaging, increasing consumption), political
aspects (e. g. media dependency, free speech, censorship), financial aspects (costs),
ethical/moral/social aspects (e. g. sub-conscious influencing, invasion of privacy, increasing
consumption and waste, target groups, certain products, honesty) and, of course, a mix thereof.
Some aspects can be subdivided further and some can cover more than one category.

As advertising has become increasingly prevalent in modern Western societies, it is also

increasingly being criticized. A person can hardly move in the public sphere or use a medium
without being subject to advertising. Advertising occupies public space and more and more
invades the private sphere of people, many of which consider it a nuisance. “It is becoming
harder to escape from advertising and the media. … Public space is increasingly turning into a
gigantic billboard for products of all kind. The aesthetical and political consequences cannot yet
be foreseen.” Hanna Rotenberg in the German newspaper ‘Die Ziti’ calls advertising a new kind
of dictatorship that cannot be escaped.

Ad creep: "There are ads in schools, airport lounges, doctors offices, movie theaters, hospitals,
gas stations, elevators, convenience stores, on the Internet, on fruit, on ATMs, on garbage cans
and countless other places. There are ads on beach sand and restroom walls.” “One of the
ironies of advertising in our times is that as commercialism increases, it makes it that much
more difficult for any particular advertiser to succeed, hence pushing the advertiser to even
greater efforts.” Within a decade advertising in radios climbed to nearly 18 or 19 minutes per
hour; on prime-time television the standard until 1982 was no more than 9.5 minutes of
38
advertising per hour, today it’s between 14 and 17 minutes. With the introduction of the shorter
15-second-spot the total amount of ads increased even more dramatically. Ads are not only
placed in breaks but e. g. also into baseball telecasts during the game itself. They flood the
internet, a market growing in leaps and bounds.

Other growing markets are ‘’product placements’’ in entertainment programming and in movies
where it has become standard practice and ‘’virtual advertising’’ where products get placed
retroactively into rerun shows. Product billboards are virtually inserted into Major League
Baseball broadcasts and in the same manner, virtual street banners or logos are projected on an
entry canopy or sidewalks, for example during the arrival of celebrities at the 2001 Grammy
Awards. Advertising precedes the showing of films at cinemas including lavish ‘film shorts’
produced by companies such as Microsoft or DaimlerChrysler. “The largest advertising
agencies have begun working aggressively to co-produce programming in conjunction with the
largest media firms” creating Infomercials resembling entertainment programming.

Opponents equate the growing amount of advertising with a “tidal wave” and restrictions with
“damming” the flood. Kales Lawn, one of the most outspoken critics of advertising on the
international stage, considers advertising “the most prevalent and toxic of the mental pollutants.
From the moment your radio alarm sounds in the morning to the wee hours of late-night TV
micro jolts of commercial pollution flood into your brain at the rate of around 3,000 marketing
messages per day. Every day an estimated twelve billion display ads, 3 million radio
commercials and more than 200,000 television commercials are dumped into North America’s
collective unconscious”. In the course of his life the average American watches three years of
advertising on television.

More recent developments are video games incorporating products into their content, special
commercial patient channels in hospitals and public figures sporting temporary tattoos. A

39
method unrecognizable as advertising is so-called ‘’guerrilla marketing’’ which is spreading
‘buzz’ about a new product in target audiences. Cash-strapped U.S. cities do not shrink back
from offering police cars for advertising. A trend, especially in Germany, is companies buying
the names of sports stadiums. The Hamburg soccer Voles park stadium first became the AOL
Arena and then the HSH Nor bank Arena. The Stuttgart Nectar stadium became the Mercedes-
Benz Arena, the Dortmund West fallen stadium now is the Signal Dina Park. The former Sky
Dome in Toronto was renamed Rogers Centre. Other recent developments are, for example, that
whole subway stations in Berlin are redesigned into product halls and exclusively leased to a
company. Düsseldorf even has ‘multi-sensorial’ adventure transit stops equipped with
loudspeakers and systems that spread the smell of a detergent. Swatch used beamers to project
messages on the Berlin TV-tower and Victory column, which was fined because it was done
without a permit. The illegality was part of the scheme and added promotion.

It’s standard business management knowledge that advertising is a pillar, if not “the” pillar of
the growth-orientated free capitalist economy. “Advertising is part of the bone marrow of
corporate capitalism.” “Contemporary capitalism could not function and global production
networks could not exist as they do without advertising.”

For communication scientist and media economist Manfred Koch at the University of Salzburg,
Austria, advertising isn’t just simply a ‘necessary evil’ but a ‘necessary elixir of life’ for the
media business, the economy and capitalism as a whole. Advertising and mass media economic
interests create ideology. Koch describes advertising for products and brands as ‘the producer’s
weapons in the competition for customers’ and trade advertising, e. g. by the automotive
industry, as a means to collectively represent their interests against other groups, such as the
train companies. In his view editorial articles and programmed in the media, promoting
consumption in general, provide a ‘cost free’ service to producers and sponsoring for a ‘much
used means of payment’ in advertising. Christopher Latch argues that advertising leads to an

40
overall increase in consumption in society; "Advertising serves not so much to advertise
products as to promote consumption as a way of life."

Mobile advertising

Mobile advertising includes any message, offer, promotion or incentive provided to mobile
customers by a third-party brand. It can take the form of banner advertisements on Vodafone
live!, opt-in SMS and MMS messages, alerts or sponsored messages, mobile TV or video
advertising, or in-game advertising.

Vodafone continues to carefully develop its media business from third-party advertising on our
networks. Our relationship with our customers enables us to offer brands the ability to reach
particular audiences more effectively and accurately than is possible with conventional media.
Advertising via mobile is already showing great promise with much higher click through rates
compared with the internet – typically around 2-3% for mobile and only 0.12-0.18% for
internet.

Some aspects of mobile advertising are new to Vodafone and new to our customers. As a result,
we are adopting a conservative approach, to gauge customer reaction as the service is
introduced and extended by our operating companies.

The type of mobile advertising we offer varies from market to market. Currently, the most
common format is advertising on mobile internet and search facilities. Our advertisers are
predominantly major brands, from the automotive and finance industries in particular, as well as
many other categories. See which types of advertising are offered by each of our local operating
companies in our

41
Our customer research shows that people are generally accepting of mobile advertising –
especially if they receive a benefit in return. For example, in some emerging markets, such as
Egypt and South Africa, we offer a service that enables mobile users to send a free text with the
message ‘Please call me’ even when they run out of credit. The message arrives accompanied
by a short advertisement, which pays for the cost of running the service.

Protecting privacy

The Vodafone Group Privacy Policy states that Vodafone will retain control of customer
information at all times, apart from in exceptional and limited circumstances approved by an
operating company's Privacy Officer .Vodafone does not enter into arrangements where control
of customer information is lost by selling or renting customer lists to third parties for use under
their control.

LIMITATIONS &ADVANTAGES :
STRENGTHS:
42
Vodafone has its brand image and its ranking is 2nd in world. so here one thing is conform that
Vodafone has good network and outstanding services that’s why its users are most after china
mobiles. At gave some special packages to the to attract customers. it can offer international
roaming facility more than any network in INDIA.. Financially Vodafone is strong and is able
to invest heavy amount in INDIA.

WEAKNESS :
It has to take license from PTA and act according to rules of INDIA due to which it may not
give it’s special services like vedio calling ,call to someone by hiding your phone number.

OPPURTUNITIES:
Vodafone can capture Asian market if it can grow in INDIA ,55% of population of INDIA is
young and mobile phones are most commonly used by young ones. Demography of INDIA tell
us that in this company Vodafone can earn heavy amount of revenue.
Today Mobil ink is number 1 cellular company in INDIA with 28.47 million customers. Total
mobile users in INDIA is 89.9 million and the population of the country is 172.8 million. So
there is space for market penetration . if Vodafone offers some special packages for limited
time then customer of other networks may switch. Vodafone have better technology so it can
capture the customers of the other networks as well. With INDIA Vodafone can capture Asia
as well because of population or demography of INDIA.

THREATS:
The current recession in market is not good for any kind of business including
telecommunication. MANY cellular companies are already working in INDIA. SO there is lot
of competition in the market..

SLOGAN

43
 “We will be the communications leader in an increasingly connected
world”
Vodafone Group Plc is the world's leading mobile telecommunications company, with a
significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States
through the Company's subsidiary undertakings, joint ventures, associated undertakings and
investments.
The Group's mobile subsidiaries operate under the brand name 'Vodafone'. In the United States
the Group's associated undertaking operates as Version Wireless. During the last two financial
years, the Group has also entered into arrangements with network operators in countries where
the Group does not hold an equity stake. Under the terms of these Partner Network Agreements,
the Group and its partner networks co-operate in the development and marketing of global
services under dual brand logos.
At 31 December 2008, based on the registered customers of mobile telecommunications
ventures in which it had ownership interests at that date, the Group had 289 million customers,
excluding paging customers, calculated on a proportionate basis in accordance with the
Company's percentage interest in these ventures.
The Company's ordinary shares are listed on the London Stock Exchange and the Company's
American Depositary Shares ('Ads') are listed on the New York Stock Exchange. The Company
had a total market capitalization of approximately £74 billion at 31 December 2008.
Vodafone Group Plc is a public limited company incorporated in England under registered
number 1833679. Its registered office is Vodafone House, The Connection, Newbury,
Berkshire, RG14 2FN, England.

44
 WHAT IS A LITERATURE REVIEW?

A literature review discusses published information in a particular subject area, and sometimes
information in a particular subject area within a certain time period.

A literature review can be just a simple summary of the sources, but it usually has an
organizational pattern and combines both summary and synthesis. A summary is a recap of the
important information of the source, but a synthesis is a re-organization, or a reshuffling, of that
information. It might give a new interpretation of old material or combine new with old
interpretations. Or it might trace the intellectual progression of the field, including major
debates. And depending on the situation, the literature review may evaluate the sources and
advise the reader on the most pertinent or relevant.

Why do we write literature reviews?

Literature reviews provide you with a handy guide to a particular topic. If you have limited time
to conduct research, literature reviews can give you an overview or act as a stepping stone. For
professionals, they are useful reports that keep them up to date with what is current in the field.
For scholars, the depth and breadth of the literature review emphasizes the credibility of the
writer in his or her field. Literature reviews also provide a solid background for a research
paper's investigation. Comprehensive knowledge of the literature of the field is essential to most
research papers.

45
What should we do before writing the literature review?

Clarify

If your assignment is not very specific, seek clarification from your instructor:

• Roughly how many sources should you include?

• What types of sources (books, journal articles, websites)?
• Should you summarize, synthesize, or critique your sources by discussing a common
theme or issue?
• Should you evaluate your sources?
• Should you provide subheadings and other background information, such as definitions
and/or a history?

Find models

Look for other literature reviews in your area of interest or in the discipline and read them to get
a sense of the types of themes you might want to look for in your own research or ways to
organize your final review. You can simply put the word "review" in your search engine along
with your other topic terms to find articles of this type on the Internet or in an electronic
database. The bibliography or reference section of sources you've already read are also excellent
entry points into your own research.

46
Narrow your topic

There are hundreds or even thousands of articles and books on most areas of study. The
narrower your topic, the easier it will be to limit the number of sources you need to read in
order to get a good survey of the material. Your instructor will probably not expect you to read
everything that's out there on the topic, but you'll make your job easier if you first limit your
scope.

And don't forget to tap into your professor's (or other professors') knowledge in the field. Ask
your professor questions such as: "If you had to read only one book from the 70's on topic X,
what would it be?" Questions such as this help you to find and determine quickly the most
seminal pieces in the field.

Consider whether your sources are current

Some disciplines require that you use information that is as current as possible. In the sciences,
for instance, treatments for medical problems are constantly changing according to the latest
studies. Information even two years old could be obsolete. However, if you are writing a review
in the humanities, history, or social sciences, a survey of the history of the literature may be
what is needed, because what is important is how perspectives have changed through the years
or within a certain time period. Try sorting through some other current bibliographies or
literature reviews in the field to get a sense of what your discipline expects. You can also use
this method to consider what is "hot" and what is not.

47
Basic elements of literature review

Just like most academic papers, literature reviews also must contain at least three basic
elements: an introduction or background information section; the body of the review containing
the discussion of sources; and, finally, a conclusion and/or recommendations section to end the
paper.

Introduction: Gives a quick idea of the topic of the literature review, such as the central theme
or organizational pattern.

Body: Contains your discussion of sources and is organized either chronologically,

thematically, or methodologically (see below for more information on each).

Conclusions/Recommendations: Discuss what you have drawn from reviewing literature so

far. Where might the discussion proceed?

LITARETURE REVIEW:
This Project is made from Descriptive & Explorative Research

PRIMARY SOURCE: SURVEY, BY COMMUNICATING TO FRIENDS & FAMILY

MEMBERS, AND INCLUDE MY OWN VIEWS REGARDING THIS TOPIC

SECONDARY SOURCE: INTERNET, BOOK, MAGAZINE, NEWSPAPER.

48
 ABOUT THE SURVEY

The survey we made was important for the project to show us a right path towards the
launching of our product VODAFONE.

Survey Analysis

This survey was done in several areas of INDIA like G.K , AMAR COLONY, MALVIYA
NAGAR, DEFENCE COLONY, JAMRUDPUR, JONAPUR, KALKAJI.

 52% people said that they normally go for the network coverage of company.

 According to 18% of the people they do want network coverage but they prefer or would

like low price rate than other.

 only 5% peoples were for only good presentation
 and the remaining 25% people voted for international brand VODAFONE

Trends

• The population of INDIA is 110 Core

• 89% of population take as new brand
• 70% of population make use about 500 sms a day
• 50% of the population about 4 hours call in a day
• 65% of the population are regular user for making call and sms

49
 Market Segmentation

After gathering all this data our objective was to segment the market or market targeting. We
tried to follow the theory of the segmentation which says that, to be useful, market segments
must be:

• Measurable: The size, purchasing power, and profiles of the segments can be
measured. Certain segmentation variables are difficult to measure. Like for our product 89% of
the population of INDIA PREFER VODAFONE.

• Accessible: The market segments can be effectively reached and served. Like our
advertisement team was working very hard to capture or dominate the mass marketing strategy
we adopted, in the same manner we did make sure that our distribution channels are capable
enough to provide the service to the consumer by making sure that the availability of the
product is certain.

• Substantial: The market is large or profitable enough to serve. A segment should

be the largest possible homogenous group worth pursuing with a tailored marketing program. It
would not pay like our product Unique, was for everyone and there was no restriction of
anything in the usage.

The other segmentation strategies are as follows:

50
 GEOGRAPHIC

Country INDIA
City DELHI

Density Highly populated

Climate for every climate

DEMOGRAPHIC

Age above 16
Gender both
Family 1 - 2, 5+….
Income all
Occupation all
Religion all
Nationality all

PSYCHOGRAPHIC

Social Class lower, middle, upper (all classes)

Life Style Regular

BEHAVIORAL

Occupation Regular
Benefits Communication
Usage Rate Strong
Loyalty Regular

51
Targeting

Targeting the segments is to evaluate the market segments these segments are we think best for
our marketing of VODAFONE ADVERTISEMENT.

GEOGRAPHIC

Country INDIA
City DELHI
Density Highly populated
Climate for every climate

DEMOGRAPHIC

Age above 16
Gender both
Family 1 - 2, 5+….
Income all
Occupation all
Religion all
Nationality all

52
Product Positioning

After selecting the segment we had a big task of position our product in the customers mind. As
we know that a product’s position is the way the product is defined by the consumer on the
important attributes, the place a product occupies in the consumers mind relative to the
competing products. Positioning involves implanting the brands unique benefits and
differentiation in customers mind. As we tried to position our product as the strongest
communication services in the market by comparative advertisement on the media and as I
mentioned earlier that we have already tried to get an effective noise level in the consumer
surroundings before starting our media publicity.

Consumers are always overloaded with information about products and services. They cannot
reevaluate products every time they make a buying decision. To simplify the buying process
consumers organize products into categories, they position products, services and companies in
their minds. A products position is the complex set of perception, impression and feelings that
consumers have for the product compared with the competing products. Consumer position
their product with or without the help of marketers, but marketers do not want to leave their
products position’s to chance. They must plan position that will give their products the greatest
advantage in selected target markets.

Competitive Advantage:

“The competitive advantage of our services was that, that it is equally strong as Mobilink but at
an affordable price. This service possess some kind of uniqueness which the other brands does
not posses.”

53
Which Differences to Promote?

Not all brand differences are meaningful or worth-while not every difference makes good
differences are meaningful or worth-while not every difference make a good differentiator.
Each difference has the potential to create company costs as well as customer benefits
.therefore; the company must carefully select the ways in which it will distinguish itself from
competitors. A difference is worth establishing to the extents that it satisfies the following
criteria:

• Affordable: “Our services are a unique in many aspects; one of them is the price. We
have offered our communication services at low price than the other services.
We are able to do this because of the new technology, equipments, and accessories. The
modern techniques help us to minimize the cost in OUR production.”

• Important: The difference delivers a highly valued benefit to target buyer.

• Distinctive: Competitors do not offer the difference; other company can offer it in a more
distinctive ways Mobil ink Pakistan also does this job very well.

• Superior: The difference is superior to other ways that customers might obtain the
same benefit.

• Communicable: The difference is communicable and visible to buyers.

54
 • Preemptive: Competitors cannot easily copy the difference.

• Profitable: The product must provide a real benefit to consumer.

Pricing

The pricing of the vodafone is specially designed for the special purpose that is “Affordable for
all”. The company had decided earlier that the price factor of Vodafone will be carrying a
unique factor of affordability. But the quality is same as the expensive one. The pricing is
leveled very correctly by our competent team of researchers. peoples are very loyal to the
brands or they don’t want change.

Advertisement

As we had already started our mass marketing so we managed to get a noise level within the
market and we also used TV and Newspaper for the advertisement, and for advertisement we
hired an advertising company. And our sales team did provide light boards to more to more than
60 big stores in INDIA which had our product’s name on it (Fine Spot, Aims, Marvin, Step Inn,
Agar’s, Polaris, Tees-Mart, Paradise, Cliff Cool, Moths, Barber Super Store, Butt Medical &
General Store, Lager Super Store, Payable Super Store, Time Medico, Balaam Store, Maria
Super Store, Ali Super Store, Bader Super Store , Fine Spot, Attar Store, Bella General Store,
Path an Super Store, I bal Store, Stop & Buy Shop, Bhatia Super Store, Wall Mart, Sara in
Store, Gull Super Store, Amities General Store, Marsh Super Store , Arians Store, Maguire
Store, Sane Store). In the same time our sales team gave targets to the different retailers and set
55
bonuses for them on achieving certain targets. At the same time we started a quiz questions
along with a scratch card with our product and different prizes were allocated for the winners.
The one of the basic innovative idea is related to our product is the “advertising unlimited”. As
we are approaching the normally promotion channels like print media, electronic media
(+internet) etc. We are also looking widely at the billboard concept of advertising, the sell
stands, sell promotion campaign by moving vehicles, the hoardings but the thing we include in
that is we will be launching a parachute carrying our label on it, the hoardings will be every
where to every Shop to Mart. The concept of this huge marketing campaign was the part of the
organization statement of Uniqueness which is the main difference between our product and
others.

Placement

The placement planning we did for our Services is to expand it every where in the market,
including upper, middle and lower class. Basically we want to place the product among all the
Users of different Communication networks, where as some are rated highly, and some are
rated low so we want the actual response from the all public as our price is much lesser as
compare to the quality of the product. Initially we provide services in following places.

1. ISLAMABAD

2. KARACHI

3. HYDERABAD

4. CHANDIGARH
56
 5. LAHORE

6. PUNJAB

7. NAWABSHAH

8. SOLAN
Our advertising campaign is also a unique one as we gave the hoardings, banners so product
advertising can easily be launched very effectively. By this we can spread the message easily to
all cities which are not targeted by others. This is also the matter of social welfare which we
concern about seriously. We are also trying implementation of such strategy by which we can
make a contribution of the peoples which have less part in the life due to there living conditions
and area

Company’s Future Prospectus

The VODAFONE also took some additional steps for the consumer’s sake and different
interests. We are suppose to launch INDIA website shortly in which the facilities of free email
account, chatting rooms, E-greetings, current news, stock rate, weather situation etc. We are
moving towards fulfilling the requirements of new millennium costumers.

Conclusion

After all in this project we gain a lot of knowledge, what is marketing, how can we market a
product of daily life use, how can we learn about the different strategies using in product
development and other marketing terms especially in normal consumer market.
57
This project will be very helpful in our professional life not but this our first marketing project
which we will not forget throughout our lives.

LATEST NEWS RELATED VODAFONE

Vodafone presents Bigg Boss contest

Bigg Boss, the biggest blunder yet a highly acclaimed serial from colors, in collaboration with
Vodafone announced the launch of Voice SMS Competition(VBBVSC).
Participation: To participate in this contest one has to dial 9820250000(only Vodafone
users)and record the question. If the question gets approved by the Bigg Boss, one considers
himself or herself lucky to ask .

Essar raising Rs.4500cr from Vodafone stakes

Essar Group with a joint venture with British Telecomm is trying to raise Rs.4,500 crore from
the stakes of Vodafone to have a growth to its’ own expansion.
The Group already started raising fund from Monday and is using non-convertible debentures
(NCDs)by keeping itself as the second largest service provider in the country with a stake of .

Get 33% discount on Dan Brown’s “The Lost Symbol” novel at Vodafone M-Shop

Here is a good news for Dan Brown’s readers. If you are a Vodafone subscriber, you can get
your favorite author’s latest novel, “The Lost Symbol” at a massive 33% discount from the

58
Vodafone M-Shop store. To purchase the book over mobile, all you have to do is call 53333
(toll free) from your Vodafone .

Vodafone circle STD boosters for Karnataka

Vodafone stands up to give Karnataka subscribers reduced STD call rates. From the 150 paise
per minute normal tariff, now you can talk for 50 paisa per minute. Avail your recharge
coupons exclusively for either of the three circles : South, Metro and All-India. Respective
circle-wise booster rates are of 30 rupee plus tariffs.
* Recharge .

‘Vodafone Tuesdays’ – Now in Punjab

Food or a movie coupon right in your own mobile phones, Wane avail it this Tuesday? The
VAS service ‘Vodafone Tuesday’ is now launched for Punjab Vodafone customers. It is a “Buy
1 Get 1 Free” offer. SMS TUESDAY to 56789. The options under this service is for movies and
dining outside. 3 Rs. charged .

Booking Movie tickets is now just a SMS away

India’s 2nd major GSM Mobile services provider, the Vodafone Essar has publicized the
release of a new innovative Value Added Service which will assist subscribers to book movie
tickets with the sms identified as “SMS BALCONY”. As of now, the service is provided for
Vodafone customers of Kerala in alliance with Experience Technologies.
Adding, the service .

59
City Bank customers can use mobile phones as a credit card

The intense purchase power of the customers has got a new option with the mobile phone
transforming into the payment tool. The Citibank has brought out this scheme under Near Field
Communications (NFC) by which the mobile companies Nokia, Vodafone, MasterCard and
VIVOtech will carry out the scheme. The scheme called as “CitiTap and Pay”.

Vodafone announces price of I Phone 3G Phone in India.

Just got an email from Vodafone India mentioning the official price of I-Phone 3G in India.

“We are delighted to announce that the I Phone 3G will be available in India from August 22,
2008. It will be available in 8GB & 16GB models, priced at Rs 31,000 ($710) and Rs 36,100
($820) respectively. ”

And this is just the cost of Apple hardware – you will have to pay extra for data and voice
plans. Airtel will also introduce I Phone on the same date but I don’t think if an I Phone 3G is
worth that kind of money.

Here’s the full text of the email in case you are interested in buying the I Phone from Vodafone:

Be the first to get the I Phone – We have received a large number of registrations. As there are
limited stocks, make sure that you get yours first, by paying an advance of Rs 10,000 to confirm
your booking.

60
Where can you make this advance payment? – The I Phone 3G will be available at select
Vodafone Stores. All you need to do is drop in at any select Vodafone Store between August 20
and 21 and make the advance payment by cash or credit card.

Don’t forget to show the I Phone booking SMS, which you would have received from us, when
you visit the Vodafone Store to pay the advance. To find a Vodafone Store near you..

Get an appointment now. No queues for you. – Once you pay the advance, we will
immediately give you an appointment date and time, starting August 22 when you can come
and experience a full demonstration and collect your I Phone, all ready to use with your
contacts and settings, by paying the balance amount.

Hurry! Limited stocks. – Remember, the sooner you confirm your booking, the earlier you´ll
get your I Phone. We have limited stocks and it will be on first come, first serve basis.

Buy a Vodafone connection now! – As you are not a Vodafone customer, you will need a
Vodafone connection for your I Phone 3G.

We recommend that when you come to confirm your booking, please do get yourself a
Vodafone connection too. Remember to carry a passport sized picture, photo ID proof and
address proof as these are required for activating your Vodafone SIM card.

61
 Growth of Hutchison Essar (1992-2005)

In 1992 Hutchison Whimper and its Indian business partner established a company that in 1994
was awarded a license to provide mobile telecommunications services in Mumbai (formerly
Bombay) and launched commercial service as Hutchison Max in November 1995.ANILJIT
Singh of Max still holds 12% in company.

In Delhi, UP (E), Rajasthan and Haryana, ESSAR was the major partner. But later Hutch took
the majority Stake.

By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Wampum had
acquired interests in six mobile telecommunications operators providing service in 13 of India's
23 license areas and following the completion of the acquisition of BPL that number increased
to 16. In 2006, it announced the acquisition of a company (Cesar Specter — A subsidiary of
Cesar Group) that held license applications for the seven remaining license areas.

In a country growing as fast as India, a strategic and well managed business plan is critical to
success. Initially, the company grew its business in the largest wireless markets in India — in
cities like Mumbai, Delhi and Kolkata . In these densely populated urban areas it was able to
establish a robust network, well known brand and large distribution network -all vital to long-
term success in India. Then it also targeted business users and high-end post-paid customers
which helped Hutchison Cesar to consistently generate a higher Average Revenue Per User
("ARPU") than its competitors. By adopting this focused growth plan, it was able to establish
leading positions in India's largest markets providing the resources to expand its footprint
nationwide.

62
In February 2007, Hutchison Telecom announced that it had entered into a binding agreement
with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect equity and loan
interests in Hutchison Cesar Limited for a total cash consideration (before costs, expenses and
interests) of approximately US$11.1 billion or HK$87 billion.

1992: Hutchison Wampum and Max Group established Hutchison Max

2000: Acquisition of Delhi operations Entered Calcutta and Gujarat markets through ESSAR
acquisition

2001: Won auction for licenses to operate GSM services in Karnataka, Andhra Pradesh and
Chennai A 'You and I' print advertisement of Hutch featuring Cheek (dog)

2003: Acquired Ariel Dig link (ADIL — ESSAR Subsidiary) which operated in Rajastan, Uttar
Pradesh East and Haryana telecom circles and renamed it under Hutch brand

2004: Launched in three additional telecom circles of India namely 'Punjab', 'Uttar Pradesh
West' and 'West Bengal'

2005: Acquired BPL (Except Mumbai)- 3 Circles, another mobile service provider in India

2008: Vodafone acquired the License in remaining 7 circles and has started its pending
operations in Madhya Pradesh Chhattisgarh with its headquarters at Malviya Nagar , Bhopal as
well as in Orissa, Assam, North East and Bihar

2008: Vodafone launched the Apple I Phone 3G to be used on its 17 circle 2.75G network.
63
Hutch was often praised for its award winning advertisements which all follow a clean,
minimalist look. A recurrent theme is that its message Hello stands out visibly though it uses
only white letters on red background. Another recent successful ad campaign in 2003 featured a
pug named Cheek following a boy around in unlikely places, with the tagline, Wherever you go,
our network follows. The simple yet powerful advertisement campaigns won it many admirers.
Subscriber Base

Previous brands

In December 2006, Hutch Cesar re-launched the "Hutch" brand nationwide, consolidating its
services under a single identity. The Company entered into agreement with NTT Do Como to
launch i-mode mobile Internet service in India during 2007.
The company used to be named Hutchison Cesar, reflecting the name of its previous owner,
Hutchison. However, the brand was marketed as Hutch. After getting the necessary government
approvals with regards to the acquisition of a majority by the Vodafone Group, the company
was rearranged as Vodafone Cesar. The marketing brand was officially changed to Vodafone on
20 September 2007.
On September 20, 2007 Hutch became Vodafone in one of the biggest brand transition
exercises in recent times.
Vodafone Cesar is spending somewhere in the region of Rs 250 corers on this high-profile
transition being unveiled today .Along with the transition, cheap cell phones have been
launched in the Indian market under the Vodafone brand. The company also plans to launch co-
branded handsets sourced from global vendors as well.

A popular daily quoted a Vodafone Cesar director as saying that "the objective is to leverage
Vodafone Group's global scale in bringing millions of low-cost handsets from across-the-world
into India."
64
Incidentally, China's ZTE, which is looking to set-up a manufacturing unit in the country, is
expected to provide several Vodafone handsets in India. Earlier this year, Vodafone penned a
global low-cost handset procurement deal with ZTE.

Case 71/200

Vodafone

www.vodafone.com

Transition from Hutch to Vodafone in India

“ The Turkish Vodafone migration seethe bar high for India. The Indian team
raised the bar and the migration process to Vodafone from Hutch was again a
great collaboration between global and local teams. Ogilvy India have driven
the 360-degree integration, working with the Vodafone Global team very
effectively to produce great work with great results. A very tough act for the
next country to follow!” How do you transition a brand that is part of national consciousness?
How do you get your employees, trade partners and 35 million customers, who are perfectly
satisfied with their current brand, to welcome an absolutely new brand overnight?
65
The simplicity and comprehensive nature of the Hutch to Vodafone transition campaign was a
perfect example of the successful entry of a new brand into a market.

Business issues
Hutch, the second largest GSM brand in the Indian telecom market had been bought by
Vodafone. A leading player in the high-growth Indian market, Hutch enjoyed considerable
brand equity. It was also well-loved brand in terms of its unique imagery and award-winning
communication. In making the transition to Vodafone, it was important to carry
forward this equity and exceed expectations. The objectives for the exercise were to carry
along35 million customers, 400,000 trade partners and10,000 employees through the transition
and, even more importantly, to enthuse existing stakeholders and potential customers with the
possibilities offered by Vodafone.

Time frame
The entire project including positioning, retail identity, campaign development and
implementation was carried out in less than four months, from June to September
2007. In order to meet this tight time frame, a large amount of work was carried out in parallel,
effectively leveraging the strengths of the network agencies. Ogilvy, Added Value and Team
Vodafone worked in conjunction to develop the India positioning for Vodafone by July.
The briefing for the campaign took place in July. Working with Team Vodafone and Maxus,
Ogilvy arrived at and developed the idea, launch campaigned launch strategy by August.
The touch point list alone, for this project, included over 3,000 different elements. Working in
conjunction with the Ogilvy One team and Fitch, the Ogilvy team developed and executed the
entire list in just 45 days so that from Day One – 21 September 2007 – the consumer would
experience a whole new brand.

66
Partnership activity
Getting India to love Vodafone – the transition demanded an intensive engagement with every
armor the WPP teams. And the network responded with its very best. Five WPP agencies came
together to help create magic on 21 September 2007.The Ogilvy team played the role of Brand
Team leader: their first task was to internalize the new brand and its tone of voice, which
required intensive training across offices. The Ogilvy team took this task forward and cascaded
the new brand to 16 circle teams across six cities. This helped develop work that spoke the
Vodafone tone of voice from Day One. A comprehensive research campaign study led by
Added Value was followed by intensive workshops involving the key stakeholders at Ogilvy
and Maxus. Fitch was briefed not to just redesign the store signage but to create a whole new
store experience for the Vodafone customer. At every interaction point with the consumer, the
brand required a new look in line with the new brand promise. That meant changing everything
from the internal forms to the uniform of the security guard. The launch campaign, one-on-one
communication with existing customers and customer touch-point elements were developed by
Ogilvy and Ogilvy One. Unlike most re-branding exercises, which are phased over time, Maxus
had to execute the transition overnight across the country. There was a first of-its-kind alliance
with Star (India’s largest TV network) where the entire advertising was bought for Vodafone
for 24 hours across all the network’s 13channels – the world’s first 24-hour TV roadblock.
Ogilvy Action put up over 20,000 high-visibility outdoor sites overnight, using over 2 million
square feet of vinyl.

Outputs
The launch was the most talked about event in Indian media, with over 450 articles. An entire
episode of CNBC covered the transition as a case study. Day-after brand recall for Vodafone
was80% – proclaimed by the industry and media as one of the best brand-launches the country
has ever seen. Thirty-five million customers transitioned seamlessly into brand Vodafone. And
67
within six months of launch, it became the brand of choice for over44 million subscribers. It
was the fastest, most comprehensive and most effective launch witnessed within the Vodafone
network. And has today been proclaimed as the benchmark for all forthcoming launches for
Vodafone.

ABOUT AWARDS & ACHEIVEMENTS OF

VODAFONE

Vodafone global enterprise:

Global enterprise is a business set up by Vodafone with the sole purpose of handling
Vodafone’s multinational clients. It is high end business to business section of Vodafone group,
and acts like an operating country .devices and services available in any operating country, are
available to global enterprise customers in same country, and so Vodafone global enterprise are
able to offer a wide range of products. Vodafone global enterprise have a presence in over 65
countries and this number is expected to grow in future, as with the recent acquisition of Ghana
telecom. Since its foundation in 2007, global enterprise has aimed to be a world leader in
managed mobility services. Vodafone global enterprise are headquartered in Newburg, but do
have operatives around the world; while many Vodafone’s marketing employees are relocated
to London, global enterprise team will remain in Newbury.
Product and services include enterprise central, telecoms management, global device portfolio
and managed mobility services . in 2009 Vodafone global enterprise was the winner of best
mobile enterprise service at the GSMA global mobile awards 2009.

Create a series of illustrations for Vodafone for advertising special rate telephone calls
to various countries. Aimed at foreign nationals within the UK, the ideas had to be bold,
68
colorful, friendly, clear & easily understood.

ClientE COLLINS Vodafone Case Study

Vodafone advertising campaign.

ProjectE COLLINS Vodafone Case Study

Nationwide print advertising
campaign: including billboards ,magazines, newspapers and supplements

Medium
We used chattering birds to convey the message of communication& also discounted
rates (cheap ). Each bird was a recognizable national bird of each country; for example,
peacocks for India &Choker partridges for Pakistan. Other designs incorporated the birds into
recognizable interpretations of their respective national flags.

Solution COLLINS Vodafone Case Study

An extremely rushed job, our designs were delivered, signed off & printed in a matter of days.
The designs were extremely well received by agency & client, and contributed to a very
successful campaign throughout the UK.
BOSE COLLINS
Testimonials
“Working with Bose Collins was very fluid & enjoyable. They understood the brief instantly &
were responsive & flexible when the client’s requirements shifted. Turnaround was incredibly
quick. The diverse mix of creative work & quality was astounding considering the time frame.”
Pip Rook. Vodafone Project Manager – BBH

69
 About adds of Vodafone

Zoo-Zoo’s - The Vodafone Star!

www.com.vodafone

Zoo zoos Are Here To Stay!

They are cute.

They are funny.

They have taken over the virtual world by storm!

They are the Vodafone Zoo zoos!

Zoo zoos are the cute characters that appear in Vodafone ads. They are already quite a big hit in India.

70
The Origin Of Zoo zoos

How It All Began..

The Zoo zoos ads started airing during the Indian Premier League (IPL) 2009, a cricket
tournament which was started only last year.

The IPL is already such a rage that Vodafone decided to start airing these Zoozoo ads in between
match breaks to maximize its impact.

The Zoo zoos concept was created by the team at Ogilvy & Matcher (India).

What Do Zoo zoos look like ?

The first thing that comes to your mind when you see them scampering around, is that they are drop dead
CUTE!

71
 They are scrawny, white creatures with egg like heads.

They do resemble aliens in a way, don't they ?

Zoo zoos Characteristics

- They live a simple life.

- Zoo zoos have a language of their own.

- They seem to possess human-like emotions.

- They have very big frowns, smiles and grins.

Why The Name Zoo zoos ?

Rajeev Rio, executive creative director, South Asia, Ogilvy India, says there is no apparent reason for naming
these Vodafone stars as Zoo zoos.

According to him - "The name just had to be something fun, memorable and catchy, and nothing too clever or
difficult to pronounce” The Latest Zoo zoos Ad!

72
Many More Are Still To Come

One Of The Most Viewed Zoo zoos Ads!

Service Promoting Beauty Tips Through Phone

www.vodafone .com

This hilarious Zoo zoos ad is the most popular of the lot!

Zoo zoos Are Actually Humans!

Yes, they are!

Zoo zoos are enacted by a couple of actors! Vodafone needed to produce 30 ads as quickly as possible to be
aired during the IPL season (April-May 2009). Animated work would need much time, plus it would involve a
lot of money which led them to shoot the Zoo zoos ads in South Africa itself where IPL was being held.

These actors were made to wear white body suits (which were made out of a hard material called Perspex) and
the Zoo zoos expressions were made out of rubber which were then pasted onto their heads. Their body pieces
were then filled with foam, providing enough scope for ventilation.

However, the change of expressions on the Zoo zoos faces are animated.

73
Exclusive!

Yes, Zoo zoos Can!

Zoo zoos have more than 40,000 friends on Face book, which is a bit more than the 1,200 and 4,000 odd
followers that the Indian Prime Ministerial candidates Man Mohan Singh and L.K. Advani have respectively!

Zoo zoos Fact #2

Actors had a tough time seeing their surroundings from inside their Zoo zoos head pieces which led to some
funny incidents!

Zoo zoos Now In Amul Ads!

Zoo zoos are now so famous that even Amul Butter has decided to show them in their ads! Amul Butter usually
uses cartoon zed versions of famous personalities in their ads. What does one learn from this ?

That Zoo zoos have become celebrities!

Three cheers to them!

74
The Complete List Of Zoo zoos Ads!

Each Ad Is Only About 20 To 30 Seconds

IPL Cricket commentary - Zoo Zoos listening together

Vodafone Contest - Be the Star of the Match 2nd
Vodafone Maps on Vodafone Live! - Zoo zoos getting lost
Vodafone Zoo zoos Commercial for Call Filter
Zoo zoos on Vodafone live! games advert

Vodafone Chhota Credit - Zoo zoos taking a shower

Vodafone Musical Greetings - Injured Zoo zoos in bed Vodafone IPL alerts
Vodafone Beauty Tips commercial with the Zoo zoos

www.vodafone.com

www.vodafon e.com

75
 ABOUT ZOO ZOOS ADVERTISEMENTS.

Post the spate of Vodafone commercia

during the IPL, the telecom brand has c
Created by O&M, the new campaign fe
girl and the pug.

Speaking to Campaign India about t

director, O&M said, "This time, we sta
service promise. The promise itself wa
launch and the first time we stated this
How much Vodafone spend on its advertisement:

during the IPL in 2008.

Vodafone spent around more than 50% on its advertisement. There is no accurate figure that
how much it spent.

Comparison of Vodafone adds from other company adds:

Rao adds, "The task for this campaign
Moreover, the customer service promis 76

tangible service substantiators - like

Vodafone is known well for its adds example: zoo zoos. Vodafone stood no. one in 2009 for its
adds, And got award also. Vodafone has better adds than Airtel & reliance .

ABOUT ADDS OF VODAFONE:

Vodafone has to many adds. Which attract a people to much toward it. Not only adults & old
but also children too much like the adds of Vodafone, because Vodafone involve children &
dogs in its adds. Vodafone also get too much awards because of its advertisements. Add make
Vodafone popular among all, because of this large amount of people get connected to this
service now.

PRODUCTS of Vodafone:

PRODUCTS PROMOTED BY THE VODAFONE COMPANY INCLUDE:

VODAFONE LIVE, VODAFONE MOBILE CONNECT USB MODERN, VODAFONE

CONNECT TO FRIENDS, VODAFONE PASSPORT, VODAFONE FREEDOM PACKS

,
VODAFONE AT HOME, VODAFONE 710 AND AMOBEE MEDIA SYSTEMS. BETWEEN

JUNE AND AUGUST 2009 VODAFONE HAVE ABOLISHED ROAMING CHARGES

WITHIN 35 DIFFERENT COUNTRIES, ALLOWING THEIR CUSTOMERS TO TAKE

THEIR STANDARD UK PRICE PLAN ABROAD.

CONCLUSION
77
 THEY HAVE ALWAYS COME UP WITH VERY CREATIVE AND UNIQUE ADD

CAMPAGINE, WHICH ARE VERY POPULAR AMONG ALL.

 THEY SHOULD CONTINUE THIS ADD CAMPAGINE IT IS VERY USEFUL FOR

THEIR POPULARITY IN THE MARKET.

 FROM THIS PROJECT I ALSO GET TO KNOW LOT ABOUT VODAFONE &

ABOUT ITS ADVERTISEMENTS WHICH I EARLY DON’T KNOW.

 VODAFONE IS SECOND LARGEST FAMOUS BRAND AMONG

TELECOMMUNICATION IN ALL OVER THE WORLD.

 MOSTLY PEOPLE PREFER VODAFONE BECAUSE OF ITS UNIQUE &

AFFORDABLE SERVICE.

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 www.vodafone.com

BIBLOGRAPHY:

• BOOK REFRENCE: FROM MARKETING MANAGEMENT BOOK AUTHOR

T.N CHABBRA.

• WEBSITES: VODAFONE YAHOO.COM

• www. VODAFONE_GOOGLE. COM

SUGGESTION:
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 THEY SHOULD PROVIDE ADDS ON REGULAR BASIS ,RATHER THAN

LIMITING IT TO FESTIVE OCCASIONS AND CRICKET MATCHES.

 ZOO ZOOS ADD GET GREAT RESPONSE AMONG VIEWVERS SO THE

COMPANY CAN, COME UP AGAIN WITH THIS ADD CAMPAGINS.

 THEY SHOULD DISPLAY ON THE NET THAT HOW MUCH THEY SPENT ON
THE ADVERTISEMENTS OF VODAFONE.

 VODAFONE SHOULD ALWAYS FIND OUT NEW TECHNIQUES SO IT EASILY

COMPARABLE FROM OTHER BRANDS.

 VODAFONE SHOULD PROVIDE ONE COMMON SRACTCH CARD FOR BOTH

MSG’S AND FOR PUTTING BALANCE IN THE PHONE, WHICH IS EASY FOR
THE USERS.

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 QUESTIONARE

• name:

• address:

• span of using service:

• how do you rate Vodafone out of others:

• What you dislike about Vodafone:

• any suggestion:

• about adds service:

• contact no :

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