MARKETING COMMUNICATION

P R E S E N T E D BY :
VIPUL KUMAR(071)
NISHANT BAGHEL(115)

VODAFONE ESSAR
Vodafone, the worlds leading mobile
telecommunication company, completed the
acquisition of Hutchison Essar in May 2007
Launched in India on 21st September 2007
Welcomed in India with the Hutch is now Vodafone
campaign
Offers both prepaid and postpaid GSM cellular phone
coverage throughout India with good presence in the
metros
'Most respected telecom company
'Best mobile service in the country'
'most creative and most effective advertiser of the
year'

THE TRANSITION FROM

HUTCH TO VODAFONE
One of the largest brand transitions in the world
Earmarked Rs. 2.5 billion for the transition
It wasnt easy integrating Vodafone with Hutch; the
latter, as is known, is a subtle, understated brand,
while globally, Vodafone represents high energy,
dynamism and young vitality all represented by its
bright red speech mark logo.
The main message of the brand transition exercise:
The new Vodafone is the same old Hutch.
The new catch phrase was Make the most of now
The Zoo zoo campaign won three accolades two
Gold and one Silver, at the Asia Marketing
Effectiveness (AME) awards ceremony.

CURRENT MARKET SHARE

Growth Rate

BCG MATRIX FOR VODAFONE

Value Added Service

GPRS and Internet

Service

SMS and Calling Service

MMS Service

Market Share

THE RURAL MARKET

Various factors affecting the rural market:
Reach distribution
Pricing smaller units
Product awareness stronger, simpler
communication
Hurdles infrastructure, diversity
Strategies
Consumer behaviour

SWOT ANALYSIS
It has the 2nd
highest market
share in India
Communication
strategies
Its strong
advertising
startiges and
impact on people
Improving
infrastructure
VAS as a
means to
increase ARPU
(big boss, Zoo
Z00)

Poor network
coverage
Zoo zoos too
sophisticated
for rural
markets

Competitio
n from
Indian
players
already
present in
rural circles

STP ANALYSIS
Segmentation:
Age
Service usage
Income
Life of service
Geographical condition
Nature of customer

TARGETING
Vodafone is adopting a multisegment approach. They are offering
a series of differentiated products to
their respective markets.
STD calling cards for the families of
those professional who use to work
abroad.
Rs. 10 recharge for small user.

POSITIONING
TaglineWhere you go the network follows
you
Hutch , as a brand, always tried to connect
with consumers in simple, honest and real
manner, while Vodafone is more young and
fun brand. So Vodafone should use a mix of
simple as well as fun for rural India
customers .
The Pug and the actor Irfan Khan will be
retained for the brand promotions.They are
talking about the exclusivity of the network
and the services they are offering to the
consumers.

OBJECTIVES
The Vodafone mission is to be the
communications leader in an increasingly
connected world enriching customers lives,
helping individuals, businesses and
communities be more connected by delivering
their total communication needs

Brand awareness in rural areas

Maintaining its position in current market

Vodafone should divert towards warmth and

emotional appeal for connecting with Rural India

THE 4/- ONLY PLAN

Benefit/Offer

Validity

Calls to local Vodafone

mobiles @ 10p/min

24 Hrs

400 Local & National SMSes

24 Hrs

8 Local & STD mins

40 Night Talk mins to local
Vodafone mobiles (between
11pm 7am)

24 Hrs
24 Hrs

Message & Creatives

Tagline: Small price, big benefit, greater
happiness
(Chhoti keemat, badhi suvidhayein, sabse
badhia khushi)
Underlying message: Vodafone offers plans
to suit your budget, while providing every
benefit
Creatives: Parrot as a mascot for rural India
Print ads, TVCs, Radio ads
Parrot as part of street plays

A MASCOT FOR VODAFONE

Communication Mix
Advertisement
Broadcast
Print
Outdoor

Sales promotion
Public relations

ADVERTISEMENT
Class Television; Vehicle DD News &
Regional channels
DD News : Since Rural Indians are keen
watchers of news
Class- Radio; Vehicle: AIR, regional channels
like Radio Joyalukkas
All available radio channels (Both Local &
National) Jingle in Hindi & local language
Scheduling
Television : Pulsing
Radio : Continuous

 Print
Local News paper like Dainik Agradoot,
Divya Bhaskar, Gujarat Samachar,
Sakaal, etc

Outdoor
Hoardings
Outside Gram Panchayat
Wall Paint
Glow Sign Boards At Local Grocery Stores

SALES PROMOTION
In store displays
Schemes to distributors & retailers
(commission & gifts on achieving target
sales)
Tie up with local panchayat & use flash
mobs (street play) on the theme of
Vodafone message
Float Activities at different Retailers &
distributor outlets to generate walk-ins.

PUBLIC
RELATION
Sponsorship
Athletes
Sports events (football), Boxing events
Excellence in academics: Scholarships
2 students/school: 200 schools in 100
villages
Colleges cultural programs
Using local celebrities
Using Irrfan Khan to promote trials

BUDGETING (2MONTHS)
TOOL OF
COMMUNICATIO
N
Broadcast
(10sec)
6 channels

CRITERIA

COST

FREQUENCY

TOTAL (Rs.)

Commercial
rating point

85,000 for
local &
1,00,000 for
star plus

5 Ads
/Day/channel

7.87 Cr ( 1
month)

18,00,000

Radio (2
months)
3 stations

After show

2000

5
Ads/Day/chann
el

Print (1 local
Newspaper)

Circulation
(300000)

50,00,000

1 month

50,00,000

Outdoor

High Density
location/
gram
panchayat

6000

100 location &

96 gram
panchayat

11,76,000

Wall Paint

Product cost

30/sq feet

15,000 sq feet

4,50,000

Flash Mobs (1
group/village/
weekend)

No. of villages
(100)

3500/village/w
eekend

100

3,50,000

No. Of
retailers

2000/signage

300

6,00,000

Glow Sign
Boards

contd
TOOL OF
COMMUNICATI
ON

CRITERIA

COST

FREQUENCY

TOTAL

FLOAT( BRAND
ED VEHICLE)

High
Density
villages

45,00,000

3.15 cr

--

--

--

10,000/stude
nt

2 students /
school

40,00,000

Scholarship
Excellence in
Academics

Academics
200
schools

Total Cost of the

Budget =Rs.
12.35 crores

THANK YOU