IMC Assignment-II

on

Sales Promotion Strategy of Vodafone Idea

Under the Guidance of

Professor Abhishek

GROUP 9

Sumedh Harsh Bhagwat (190103151)

Varun Sunil Kaore (190103165)

Vivek Arvind Shukla (190103174)

Akhilesh Uniyal (190103179)

Gaurav Dev Mishra (190103180)

Siddhartha Sharma (190103210)

Vodafone ‘Har Recharge Pe Inaam’

Objective: To retain existing customers and reward customer loyalty in the face of
competition from the new entrant.

Target Audience: Low ARPU customers who are likely to switch to competition & haven’t
recharge for a while .
Result: Sales Promotion Plan was moderately successful in stalling of user base churn .

Insights: Sales Promotion offer was immediately imitated by it’s main competitor Airtel by
coming up with it’s own sales promotion campaign Airtel Delights .
Vodafone Red
Offerings: Plan of Rs 999 per month allows for adding up to five people and the rental per connection
is Rs 200 including several benefits like data roll-over facility, access to streaming services like Zee5
and other OTT platforms, as well as unlimited voice calls and data.
Positioning: India’s smartest postpaid choice

Target Audience: New-age postpaid consumers who would like to add their family members to a
single plan

Time Duration: 4 weeks

Objective: To enable their new and existing customers who are evolving in smart phone usage to
make the smartest choice

P.O.D: Entertainment, International Roaming, Complimentary Mobile Insurance, and Lowest Bill
Guarantee

Media Communication: Through OOH, Radio, Print and Digital

Media House: Ogilvy and Mather India

Choice of Brand Ambassadors: Youth icon and chess champion Vishwanathan Anand as he best fits
the proposition of India’s smartest postpaid

Vodafone Har Vodafone Red

Recharge pe Inaam
Type of Promotion Prize Promotion Premium Offers

Time Duration 3 months 4 weeks

Scope(geographic Pan-India Existing Pan-India Existing
/market) Prepaid Customers Postpaid Customers
Objective Customer retention  To garner a higher
share of the premium
subscriber segment,
with an objective to
improve average
revenue per user.
Target Audience Low ARPU customers New-age postpaid
who are likely to consumers
switch to competition
Terms& Condition Under this Offer, the Post free allowance
Subscriber shall be the data usage charges
eligible for extra applicable are
telecom benefits over Rs20/GB for data;
and above the value Local and National
for whichrecharge has SMS at 25p/SMS; ISD
been done to their Calls/SMS, National
designated VIL Roaming Calls/SMS
number, which may be and International
Unlimited calls, Extra Roaming
Data, Cash Back,free Calls/SMS/Data rates
SMS, Caller Tune as per standard rates,
( CT ) or Missed Call unless specified
Intimation ( MCI). otherwise in the plan.
A prepaid Subscriber Unlimited Local
on every successful and/or STD calls,
recharge shall get an wherever mentioned,
SMS alert to dial a are applicable only to
USSD short calls made from the
code*999#or visit home network;
MVA for availing extra Incoming and
benefits outgoing roaming
benefits, wherever
mentioned, apply only
while roaming on
Vodafone Idea
network. All billing
pulse at per minute,
data pulse at 10KB