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 world’s 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 wasn’t 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
Growth Rate

•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

•Brand Name •Image: too

•Wide media urban
coverage •Zoozoos too
•Communication sophisticated for
strategies rural markets

•Improving
infrastructure •Competition
•Growing literacy from Indian
levels players already
•Decrease in no. present in rural
of BPL families 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 Validity

Calls to local Vodafone mobiles @

10p/min 24 Hrs
400 Local & National SMSes 24 Hrs
8 Local & STD mins 24 Hrs
24 Hrs
40 Night Talk mins to local Vodafone
mobiles (between 11pm – 7am)
 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 CRITERIA COST FREQUENCY TOTAL (Rs.)

85,000 for local &

Broadcast (10sec) Commercial 1,00,000 for star 5 Ads 7.87 Cr ( 1 month)
6 channels rating point /Day/channel
plus

Radio (2 months) 5
After show 2000 18,00,000
3 stations Ads/Day/channel

Print (1 local Circulation 50,00,000 1 month 50,00,000

Newspaper) (300000)

High Density 100 location & 96

Outdoor location/ gram 6000 gram panchayat 11,76,000
panchayat

Wall Paint Product cost 30/sq feet 15,000 sq feet 4,50,000

Flash Mobs (1
group/village/ No. of villages 3500/village/week 100 3,50,000
(100) end
weekend)

Glow Sign Boards No. Of retailers 2000/signage 300 6,00,000

300
 …contd

TOOL OF
CRITERIA COST FREQUENCY TOTAL
COMMUNICATION

FLOAT( BRANDED High Density 45,00,000 7 3.15 cr

VEHICLE) villages

Scholarship -- -- --

Excellence in Academics 2 students /

10,000/student 40,00,000
Academics 200 schools school
Total Cost of the
Budget =Rs. 12.35
crores
 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