VODAFONE

MEDIA BRIEF

Our media brief is to basically cover these 3 points

 To develop a composite media plan using all available

forms of media so as to ensure that the key target markets
are reached with the core messages.

 To create better awareness of the new offers

 To build the VODAFONE Dus ka gang “brand”

 To encourage more college students to use services

provided

This media brief can be referred to as a checklist for the

media planners to help them prepare media plan for a client
organization. It will cover details on the product/service,
the overall marketing strategy, and the proposition being
made.
 Marketing information checklist
 Marketing objectives and proposed strategies

 Product characteristics

 Distribution channels

 Brand category

 Expenditure level and advertisement expenditure

of close competitors, ad. expenditure for the
current, previous years and proposed appropriation

Marketing objectives and proposed strategies

  Market Development
Using innovative advertisement to increase our target
audiences product awareness about features and
benefits of our product and its competitive advantage,
leading to a 10 percent increase in sales in one year.

 Market Growth
We want to be the top mobile service provider of India
by end of the year 2010

 The average revenue per user is being falling now .

So it is the objective of Vodafone to regain the ARPU.

 India is having high customer base with low

penetration level i.e 17 %. So we also want to cash this
opportunity.

Marketing Communication objectives :

Building product categories /wants.

Creating brand awareness.
Enhance attitudes, Influence purchases.
Increase sales to achieve target.
Building relationship with the customer.

Distribution channels
 Number of intermediaries

 We follow an intensive distribution strategy.

 To support their ubiquitous feature they want to

place their product in as many as outlets possible.

 Increases market coverage

3% to 5 % is the profit margin for distributors and

10% to 16% for retailers. Distributors are given
territorial rights and are not allowed to work beyond
their territories.
 Advertisement Expenditure

While it is the purpose of all advertising to create

market recognition and penetration (leads), the ads
themselves often fail to produce profits greater than the
cost of the ad. In fact, most companies are satisfied if
their ads only return their cost in increased gross sales.
They must count on multiple ads and repeat business to
show a profit.

The total budget for advertisement is 300 crores this

year. Out of this 300 crore 20 % is for outdoor
advertising . 50% is for television and internet
advertising and remaining 30 % is for various
competitions , press release , print advertisements.etc
As compared to last year the advertisement cost has
increased by almost 60 crores in India.
Airtel one of its competitor in market spends around
400 crores in advertising which is highest by telecomm
service in India. Use of brand ambassadors for
promoting your product like Airtel will definitely cost
you more than zoozoo’s n pug (Vodafone)which actually
click our target audience and costs less.
 Target audience, Geography/location , Timing :

It is very important to know about our target group, the

place where we should concentrate on and to know perfect
timing to launch our product.

Our target is mainly young audience. With

commoditization of products and services it is very
important for a business to be unique and have an identity
of its own. An identity that is clearly distinct from others. It
is not very difficult for an organization to be different
whether it is a copycat or is under the threat of getting lost
amongst copycats. The easiest and the conventional way is
to start and keep giving the customers more and more than
what others give, faster and faster than others are able to
give and cheaper and cheaper than others can afford to
give.

This strategy, as is obvious, has many pitfalls. First, its is

not too difficult for the competitor to do the same and take
away your market share. Secondly, the cost burden of
giving more and more gets heavier by the day.You want to
delight your customers but at what cost? You cannot afford
to bleed your business to death in the process.
This offer can be launched during festive season.Our
market will be Mumbai, Chennai, Banglore, Kolkatta ,
Delhi mainly, the stores near colleges there.
 Competitive Ad analysis

Vodafone has veered towards warmth and emotions

while Airtel is focused on functionality and
efficiency.Vodafone used powerful visual imagery of
dog , zoozoo’s and now animated parrot.
Airtel choose to use music which is not as effective as
Vodafone ads.
.

VODAFONE IN INDIA :

Change is good’, especially when it comes with an image

makeover to a better and upmarket product positioning. In
the Indian context at present, a bank, mobile phone
operator and an airline are hoping that their re-branding
exercise will help them achieve that. .

Inextricably linked with Hutch, the endearing pug has

received special attention in Vodafone’s re-branding
strategies. While Hutch’s migration to Vodafone has
retained the pug and its meanderings, which have become
synonymous with the phone’s networking capabilities. Re-
branding has started with a big bang for the Hutch brand as
it becomes Vodafone in India. “This marks a significant
chapter in the evolution of Vodafone as a dynamic and
ever-growing brand. The brand change over the next few
weeks will be unveiled nationally through a high-profile
campaign,”. The transition of Hutch to Vodafone is
estimated to be a mega, Rs 200-crore campaign with
multiple media channels being used to convey the message.
Coincidentally, both brands already have an upmarket
image in their respective markets and so transferring the
values and emotions is not going to be difficult for the
mobile telephony brand.
 Our dus ka gang special services and
special call rates.

DUS KA GANG

You can change your Gang plan

anytime (without changing your
friends or their plans), Invite friends
to Dus ka Gang, select from a range
of exciting offers and much much
more....

Vodafone has something exciting to offer this time with

the call & sms charges being as low as 5 paise!!!
Yes you heard it right...Vodafone mobile is offering a
very good scheme called "Dus Ka Night Gang"
This pack comes for 246 rupees with 100 free sms valid
for 1 month.
It offers a validity of 2 years with zero talktime.
This offer is not applicable on Lifetime/Utsav/One-2-
One/Easy Lifetime Subscribers
 The call rates are divided in two slots ie. 7 am to 11 pm
& 11 pm to 7 am
Calls to BPL Gang are charged @ 20 paise during day &
5 paise during night.
Local sms's are charged @ 15 paise during day & 5
paise during night.
Calls to other mobiles are charged @ 60 paise during
day & 35 paise during night.

 Find a job even when you aren’t looking

Connect to job openings matching your profile anytime, anywhere

 Callertunes
Make your callers listen to your favourite tunes

 Entertainment
 Astrology
 Travel
 Mail and messaging
  Find a job even when you aren’t looking
Connect to job openings matching your profile
anytime, anywhere

To activate Job Alerts on your Vodafone mobile

phone, sms JOBS to 54701(toll free). Once your
profile is registered, you will start receiving alerts
about openings based on your profile.

.Subscription charges: Rs 30 / month

 Callertunes
Make your callers listen to your favourite tunes

Rs 1O per tune. You will get 10 caller tunes free code

with this campus card.
IT will cost you 30rs/month.

Astrology

Find out what the stars have in store for you today.
Check out your zodiac forecast by:

SMS <your sign zodiac> to 56789

You could also send the first three letters of your
zodiac sign to 56789
Eg: SMS PIS to 56789 if you are a Piscean

Charges : Rs 3/sms
The above mentioned services are few services which
mainly target our youth.

Another special offer on Campus card.

Buy one movie ticket and get one free on Tuesdays

The Vodafone Tuesdays offer is available at select movie

theatres across Fame, Cinemax and single-screen theatres
like Roxy, Premier, Premier Gold, Sterling and Orama 4D.
The coupons for a forthcoming Tuesday can be
downloaded by any Vodafone subscriber on any day of the
week.

Simple steps to Vodafone Tuesdays

Call 56777(Rs 3/min) to hear the list of movies for the

forthcoming Tuesday

Select a movie by selecting the appropriate option

Customer will receive a Vodafone Tuesdays Coupon via

SMS which can be shown at the theatre to avail the offer

Or
SMS TUESDAY to 56789 (Rs 3/SMS)

Customer will get a reply with a list of movies for the

forthcoming Tuesday

Select a movie by replying with the appropriate code

Customer will receive a Vodafone Tuesdays Coupon by

SMS which can be shown at the theatre to avail the offer.