INTEGRATED MARKETING
COMMUNICATION
P R E S E N T E D B Y:
ASHISH BAID (V1011) TANIA SAHA (V1049) AKSHAY JODHA (V1055) RAHUL DOKANIYA (V1089)
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 Zoozoo campaign won three accolades two Gold and one Silver, at the Asia Marketing Effectiveness (AME) awards ceremony.
CURRENT MARKET SHARE
BCG MATRIX FOR VODAFONE
Value Added Service GPRS and Internet Service
SMS and Calling Service
MMS Service
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
Brand Name Wide media coverage Communication strategies Improving infrastructure Growing literacy levels Decrease in no. of BPL families Image: too urban Zoozoos too sophisticated for rural markets
Competition from Indian players already present in rural circles
STP ANALYSIS
Segmentation: Age Service usage Income Life of service Geographical condition Nature of customer
contd
Targeting Vodafone should adopt single -segment approach with a minute change in their services. STD calling cards for the families of those professional who use to work abroad. Rs. 10 recharge for small user. Positioning: Tagline easy to use 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
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
Calls to local Vodafone mobiles @ 10p/min 400 Local & National SMSes 8 Local & STD mins 40 Night Talk mins to local Vodafone mobiles (between 11pm 7am)
Validity
24 Hrs 24 Hrs 24 Hrs 24 Hrs
Message & Creatives
Tagline: Small price, big benefit, greater happiness ( Chhoti keemat, badhi suvidhayein, sabse badha 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 (Full page Ad)
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
MAHARASHTRA: 43722 villages
TV CHANNELS: Doordarshan Star Plus ETV Marathi ZEE Marathi Saam TV ZEE 24 Taas RADIO CHANNELS: All India Radio Radio Mirchi Red FM Radio Dhamaal Radio Tomato
BUDGETING (2MONTHS)
TOOL OF COMMUNICATION Broadcast (10sec) 6 channels Radio (2 months) 3 stations Print (1 local Newspaper) Outdoor CRITERIA COST 85,000 for local & 1,00,000 for star plus 2000 50,00,000 FREQUENCY TOTAL (Rs.)
Commercial rating point After show Circulation (300000) High Density location/ gram panchayat Product cost No. of villages (100) No. Of retailers 300
5 Ads /Day/channel 5 Ads/Day/channel 1 month 100 location & 96 gram panchayat 15,000 sq feet
7.87 Cr ( 1 month)
18,00,000 50,00,000
6000
11,76,000
Wall Paint
30/sq feet 3500/village/week end 2000/signage
4,50,000
Flash Mobs (1 group/village/ weekend)
Glow Sign Boards
100
3,50,000
300
6,00,000
contd
TOOL OF COMMUNICATION FLOAT( BRANDED VEHICLE) Scholarship Excellence in Academics Academics 200 schools CRITERIA High Density villages COST FREQUENCY TOTAL
45,00,000 -10,000/student
7 -2 students / school
3.15 cr -40,00,000
EVALUATION & CONTROL
Testing methods to be used can be :
Post-testing : Recall & recognition test
Evaluation and control mediums which would include milestones achieved and continuous evaluation Media strategies need to be evaluated, Ad effectiveness.. Brand awareness Field test - through Ad on air Float no. of sales per float
THANK YOU
