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Vodafone entered India in December 2005 Acquired 10 percent stake in Bharti Ventures Limited (Bharti Airtel) Successfully rebranded 'Hutch' as 'Vodafone Vodafone Essar started expanding its presence in India Rebranding included

Change is good... Baseline - Hutch is now Vodafone

Earlier Campaigns : Happy to help, Friend circle, Cheaper SMS, Amar Chitra Katha Alerts

Pug was the mascot for vodafone Taken over from Hutch IPL 2008 had Vodafone going in Pug for its Happy to Help service

Value Added Services of Vodafone needed more promotion ZooZoo was the perfect way to spread awareness VAS is considered a cash cow for cellular companies IPL season 2 had lot of scope to be taken advantage

STRENGTHS: . Complementary strengths of Vodafone & Hutch esaar . The brand name it has in the Indian market . The kind of subscriber bas it has in the Indian market . It has the 2nd highest market share in India(source : Wikipedia) . It has a 2nd highest subscriber base in India 1st being airtel . Its strong advertising strategies and impact on people

Campaign penetrated both in the media as well as in social networking sites Was representation of a common man depicted as a cartoon character ZOOZOO Wide media coverage, more precisely through video Easy and cheap animation leading to low production cost No celebrity endorser - No associated risks and costs

WEAKNESS: . Low R&D . High customer churn (33.33%) . Rural India unable to relate to the brand . Poor network coverage Had an undermining effect on the brand Vodafone

Difficulty in understanding faced by rural population

OPPORTUNITIES: .Product and services expansion . Growing data business and 3G auctioning . Growing Enterprise solution market (10.2% in 2009 anticipated) . Large capital can be raised by listing Vodafone on Indian Stock Exchange(IPO) Revolution in the conventional way of advertising that was through public figures and celebrities Low advertising cost leading to provision of cheaper services IPL Season 2 expected to have good TRPs

THREATS:

High competition from new entrants. ZOO ZOO ad, a major intimidation to the brand VODAFONE

ZOOZOO - A cartoon character which represented common man Segmented basis on types of services used Urban and Rural region customers were seperated out

Targeted customers who would use VAS services Different kinds of VAS services were offered for different kinds of customers Urban customers were more in focus

About 30 different TVCs for VAS including Cricket alerts, beauty alerts, phone backup, Chota Credit, Vodafone Maps, Vodafone call filter, Live games, Musical greetings etc. 20-30 seconds ads with the message about the VAS. And ending with Make the Most of Now

Dedicated micro site What kind of Zoozoo are you? Downloadable Ringtones, wallpapers, screensavers and videos Facebook aimed at building a community

Magic Box Stock Alerts International Roaming Bhakti Saagar Busy message Dating Tips Voice SMS Fashion Tips Recharge Anywhere Ringtone Facebook Group SMS Call Divert

Background Music Exam Results Beauty Tips Phone Backup IPL commentary Cricket Alerts IPL contests Chotta Credit Maps Live Call Filter Live Games Musical greetings Start of the match

Vodafone was successful in effort of viral marketing Strategy captured imagination of millions across the country Every age group was interested in the ad and the related VAS products

85% of most visible brand on screen Hit in both the weeks Most watched brand in breaks Others were Airtel, Lifebuoy, Airtel Broadband Internet Vodafone 15% of commercial ads Havells 8%, Airtel and Idea 7% each

ARPU at a very low point Minimal Call and other services rate Competition in this sector Frequency of Zoozoo ads reduced

Vodafone live! provides on-the-move information services. Prepaid Cell phone connection Prepaid recharge card Vodafone Postpaid Calling Cards Vodafone PCO I-Phone 3G Vodafone Handy phone Prepaid recharge card Magic Box Handsets

Tunes & Downloads Entertainment Sports Devotional News & updates Astrology Finance Travel Mail, messaging & more Dial in services Bill info Miscellaneous

Vodafone wants to make its service accessible to all. Offers various pricing structure to different customer groups. Monthly price plans are available. Rewards on the usage. Offers like providing Cricket Alerts, Beauty Alerts, Phone Backup, Chota Credit, Maps, Call Filter were provided All these services were at affordable prices, some around 30 Rs per month

Vodafone covers almost 75% of its operational area. It also sells through independent retailers. Customers are able to see and handle products they are considering Buying. People are on hand to ensure customers needs are matched with the Right product and to explain the different options available.

Above the line: Advertising on TV, magazines, via internet and on bill boards. Below the line: Special offer promotions. Vodafones stores, its products and all its staff project the brand image. Public relations by its press releases.

Cute Quirky Cuddly Alien Species Human like Harmless Kiddish Humorous Simple Adorable

Familiarity. Cartoons which we used to watch as kids Invokes pleasant memories and fantastic world which we used to live as children but branded by Vodafone; cool to talk about. Does not produce bias of any kind( class, creed, religion etc)

Low cost ads can make good impact Concept is important Expensive Brand Ambassadors could be avoided Ads more relate to common man Most Importantly
Keep it simple

Grow through geographic expansion Acquisition of new customers Retention of existing customers Increasing usage through innovations in technology.

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