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PROJECT REPORT ON
SUBMITTED BY
Mr. Sanket Nichani
ROLL NO. 39
PROJECT GUIDE
Ms. KHYATI VORA
SUBMITTED BY
Mr. Sanket Nichani
ROLL NO: 39
CERTIFICATE
This is to certify that Mr. SANKET NICHANI of M.Com Business Management
Semester - 2 [2014-2015] has successfully completed the Project on Advertising
strategies of Vodafone under the guidance of Ms. Khyati Vora.
Project Guide
________________
Course Coordinator
________________
Internal Examiner
________________
External Examiner
________________
Principal
________________
Date: ______
Place: Mumbai.
DECLARATION
SANKET NICHANI
ACKNOWLEDGEMENT
I owe my special thanks to the Principal Dr. Chitra Natrajan and the Cocoordinator of M.com Dr. Minu Madlani for giving me an opportunity for this
project work. I would like to give my thanks to the Project Guide Ms. Khyati Vora
for her guidance and kind assessment that she has provided me and the inspiration
in valued guidance and ideas throughout the project. I am also thankful to the
library staff of K. P. B. Hinduja College of Commerce who co-operated with me
and even all those seen and unseen hands and heads which helped me in the
completion of this project.
TABLE OF CONTENTS
Sr No
Topic
Page No
Abstract
Introduction
Objectives
Literature Review
20
Research Method
30
Findings
36
Conclusion
39
Recommendation
39
10
Bibliography
40
Abstract
The major aim of this project was to understand the different marketing strategies used by
marketers to delight customers
Marketing is any paid form of personal as well as non-personal communication which is directed
to the consumers or target audiences through various media in order to present and promote a
product, services and idea.
Good marketing requires competent personnel including a number of specialists to enable it
thrive in the ever dynamic and competitive business environment.
In todays world of competition, firms are selling goods and services through a variety of direct
and indirect channels. In mass advertising, marketers are exploring new forms of
communication, such as experimental, entertainment, and viral marketing.
Vodafone is known for its unique marketing campaign such as pug, happy to help service and
Zoozoo advertisement campaign. As Vodafone was a new brand in India, it had a challenging
task to develop its own entity and it has done it in a splendid way. Vodafone had been benefitted
immensely by the zoozoo campaign and it has been proved as a great marketing story.
This project analyzes the marketing strategies used by marketers to delight customers taking
example of Vodafone whose marketing strategy comprising of advertising campaign of Zoo
Zoos, which helped them in increasing their sales.
Introduction
A strategy is a long-term plan to achieve certain objectives. A marketing strategy is therefore a
marketing plan designed to achieve marketing objectives. For example, marketing objective may
relate to becoming the market leader by delighting customers. The strategic plan therefore is the
detailed planning involving marketing research, and then developing a marketing mix to delight
customers. Every organisation needs to have clear marketing objectives, and the major route to
achieving organisational goals will depend on strategy. It is important, therefore, to be clear
about the difference between strategy and tactics.
These terms originate from military use (military strategy before and during a military campaign
is the general policy overview of how to defeat the enemy). Developing a strategy involves
establishing clear aims and objectives around which the framework for a policy is created.
Having established its strategy, an organisation can then work out its day-to-day tools and tactics
to meet the objectives.
Marketing can thus be seen as the process of developing and implementing a strategy to plan and
coordinate ways of identifying, anticipating and satisfying consumer demands, in such a way as
to make profits. It is this strategic planning process that lies at the heart of marketing.
In 1985, the Chartered Institute of Marketing adopted the dynamic slogan: 'Marketing means
Business'
Strategic discipline
Marketing is now accepted as a strategic discipline or general management function and in this
respect must care for the health of a business in the future - especially against competitive
influences. This is because it is increasingly realised that although making a profit is important,
an organisation should also develop its market share and search for brand leadership as well. So
the marketer must monitor the profitability of the business and attempt to anticipate the likely
trends. At the same time rival companies should be monitored and examined for vulnerable
points.
Successful marketers must therefore be concerned with every aspect of their business, including
future project and other areas of their industry. Successful companies plan five or ten years and
more in advance and often know as much about their competition as they know about
themselves.
Marketing is not just a series of business-related functions, but more wide-reaching than this. It
is a business philosophy designed to develop an attitude of mind which should be shared by
everyone in an organisation and is often enhanced by both frequent and open communication.
Developing such an attitude of mind reduces the likelihood of crisis and contributes to the
development of the overall future of an enterprise at both strategic and tactical levels.
At the heart of marketing lies the degree to which an organisation becomes marketing-orientated.
The more committed a company is to its marketing activities, the more able it will be to pursue
its corporate objectives and develop and retain customers. Every business in existence relies
upon its customers for survival, and those who best meet customer needs will always survive a
period of change.
The marketing function is therefore an essential ingredient of corporate strategy, and this
marketing focus should be communicated through marketing planning into all aspects of
business activity.
In choosing a marketing strategy a frequent distinction that is made is between undifferentiated
marketing and differentiated marketing.
Undifferentiated marketing is where a single marketing mix is offered to the total market. In
contrast differentiated market is the process of attacking the market by tailoring separate product
and marketing strategies to different segments of the market, for example, the spectacles market
can be broken down into fashion segments and functional segments, high price and low price
segments, and segments for individuals with different types of vision problems
10
RESEARCH METHOD
.1. Methods of data collection.
A well designed questionnaire was used to collect the data required for this research. The motive
behind choosing questionnaire for data collection was, person of any occupation could give or
share his views for the study of research. Also the technique is cost effective.
Questions included in the questionnaire were closed ended questions where analyst is able to
effectively list out all possible responses to the question.
The type of questionnaire was a multiple choice questionnaire which allows the respondent to
select an option from a list of options.
Also some questions are Dichotomous questions which offer only two answers Yes or No.
2. Sampling.
The sample size of this research work refers to the number of respondents to whom the
questionnaires were administered
The technique used for sampling was non probability sampling. Non probability sampling is that
sampling procedure which does not afford any basis for estimating the probability that each item
in the universe has to be included in the sample. In this type of sampling, items for the sample
are selected deliberately by the researcher; his choice concerning the items remains supreme.
The method used was accidental sampling where the researcher accidently chooses someone to
be the respondent for the research study.
Since the method of data collection was done by using questionnaire, this sampling technique
was effective.
Limitations of the research method
Similar to any research, this study has several characteristics that limit the generalization of its
findings. There were some problems in collecting and collating the distributed questionnaires on
time because of the attitudes of respondents. Some questionnaires were not adequately
completed either.
11
LITERATURE REVIEW
12
13
Conveyerised Assembly Line Operation, which as per experts was propagated by Henry Ford of
the Ford Motor Company. The result was increased production of Quality Goods. Hence for most
products, the supply exceeded demand. It was natural, under the circumstances that the
manufacturers had to resort to hard sell, or power selling techniques. Salesmanship became an
extremely valued profession. Successful salesmen believed that salesmen are born and people
cannot be trained to become good salesmen. And yet training for salesmanship started in right
earnest at about that time, early twentieth century. At that time, besides Salesmans profession,
other areas of work opened up like that of Brokers, Sales Agents, Distributors and the Service
People. Brokers a broker rarely handles the goods. He helps manufacturers to sell the products
and for getting the orders for sale concluding the sales contract, he gets commission or brokerage
from the manufacturer on the value of the contract. The manufacturer supplies the goods to the
buyer, invoices the goods and collects the money. In some cases the broker could be involved in
getting the payments on behalf of the manufacturer depending on the agreement between the
broker and the manufacturer. Agents are the people, who act on behalf of some other person,
like on behalf of the manufacturers. In trade there are several types of agents, like:
Selling agents
Commission agents
Consignment agents
Advertising agents
Forwarding agents
Buying agents
Collection agents
Credit enquiry agents.
Changing scenario in the twenty-first century for India:
Opening of countrys economy
14
Global competition
Better quality products
A large variety of models of same products
High-tech products
New channels of distribution
New channels/media for advertising
Educated well informed customers, who are aware of their rights
Complaint redress forums.
In 1991, Government of India changed the rules of the business game as follows:
Removal of license to manufacture for most products
Foreign equity allowed in industries
Lower rates of import duty
Partial convertibility of rupee
Lowering of importance of government/public sector business.
The above resulted in several global players getting in to the country with massive investments.
Later changes in governments let to slowing down of economy and reforms and in many cases
foreign firms found that the large investments have not borne the expected results e.g. Daewoo
Motors. However, with a large purchase group of some twenty crore people, the foreign firms
believe that they can yet make a profit by just persevering in India. Lowering import duty has
helped in exports as export related manufacturers could get their raw materials imported without
any problem.
15
16
17
for transgression in to Intellectual property rights area with availability of pirated products has
become a reality. As regards advertising is concerned there exists a body, the Advertising
Standards Council of India that monitors transgression by advertises and the council can ban any
advertisement, which is considered as obscene or incorrect.
In India Marketing and Advertising go hand in hand. It is very important for marketers to
understand the strategies in order to delight the customer. They should also understand the dual
role played by the adverting and publicity.
In order to delight customers, marketers usually resort to advertising techniques. Creative
publicity helps to delight customer. In India, advertising is one of the important strategy
used by marketers to delight customers.
Advertising in India has created an incredible awareness among the people in the past decade
growing in to big industry. It has grown along with the press and today it has found its way into
the other two media - Radio and Television.
Advertising, which was an American concept originally, has found its place in a country like
India, so much so that the number of commercials has doubled in the media.
Advertising in India grew with the Indian press. In the initial period, to advertise meant to
inform. The early newspapers and magazines announced births, deaths, arrivals of ships from
England, sale of household furniture etc.
In the beginning of the nineteenth century new products, discounts and special services got their
place in advertisements. Thus, gradually advertising started gaining power. It increased with the
growth of trade and commerce.
The leading newspapers like The Times of India and the statesman had their own advertising
departments which prepared layouts for advertisements.
18
In early 20th century the advertising agencies such as Indian Advertising Agency and Calcutta
Advertising Agency were started. During Second World War, press advertising was used
extensively to raise funds for the war.
The Indian professionals also learnt how to motivate the masses through advertising. From 19221939 many advertising agencies came up such as New India Publicity Co., Paradise advertising
Agency of Calcutta, and National Advertising Agency and so on.
The Advertising Agencies Association of India (AAAI) was established in 1945, training an
authority to represent the interests and problems of advertising profession. At the time of
independence, advertising business was expanding.
It grew technically also with the introduction of multi-color printing, and improved printing
machines. Commercial art also grew as a profession which boosted the advertising business. In
1951, the Indian society of Advertisers was formed and in May 1958, the society of Advertising
Practitioners was formed.
During pre-independence era, Indian advertisements were mostly about clothes, travelling, eating
and entertainment places, India, hotels, four-wheelers, tea, gramophones and tailoring shops for
Britishers in India and the princely families.
In the post -independence period, the focus of advertisements shifted from luxury goods to
consumer goods bought mainly for time and labor saving purposes. In 1976, first commercial
spot appeared on Television and in 1980, the first advertisement sponsors were allowed.
Advertising in India has urban image, i.e. the urban products are advertised by urban models in
urban living styles.
Many factors contributed to the advertising industry's growth and expansion in India. The sharp
increase in the media options in all spheres made it easy to reach the audience. This offered new
advertising opportunities of media planning.
Many companies were keen on encasing the innovations of the media and trying to be the first to
catch the fascination and attention of the target audience and advertising agencies readily offered
their skills.
19
With the policy of liberalization, the business culture improved all around. This led advertising
agencies to raise their creative standards and improvements in functioning of the ad agencies.
Moreover, many specializations came up in advertising. Such as, financial advertising, direct
marketing, social advertising etc. This resulted in the growth in number and size of the in-house
agencies.
Mudra Communications was promoted by Reliance Industries, Shristi was set up by Lohia
Machines, Ambience by Garden Silk Mills and Govan Advertising was parented by Golden
Tobacco. Later, these agencies grew in to fully fledge professional agencies, servicing several
outside clients besides the owner company.
20
Importance of Marketing
The heart of your business success lies in its marketing. Most aspects of your business depend on
successful marketing. The overall marketing umbrella covers advertising, public relations,
promotions and sales. Marketing is a process by which a product or service is introduced and
promoted to potential customers. Without marketing, your business may offer the best products
or services in your industry, but none of your potential customers would know about it. Without
marketing, sales may crash and companies may have to close.
21
the public, its reputation stands on firmer ground. As your reputation grows, the business
expands and sales increase. The reputation of your company is built through active participation
in community programs, effective communication--externally and externally--and quality
products or services, which are created or supported by marketing efforts.
Healthy Competition
Marketing also fosters an environment in the marketplace for healthy completion. Marketing
efforts get the word out on pricing of products and services, which not only reaches the intended
consumers, but also reaches other companies competing for the consumers business. As opposed
to companies that have a monopoly on products and services that can charge almost any price,
marketing helps keep pricing competitive for a business to try to win over consumers before its
competition does. Without competition, well known companies would continue to sell while
lesser known companies or new companies would stand little chance of ever becoming
successful. Marketing facilitates the healthy competition that allows small businesses and new
businesses to be successful enter and grow in the marketplace.
Considerations
Although marketing is hugely important for a business to succeed, it can also be very expensive.
In its first year, a company might spend as much as half of its sales on marketing programs. After
the first year, a marketing budget can reach as much as 30 percent--sometimes more--of the
annual sales. A marketing program that gives your company the best chance is a healthy mix of
different forms of marketing, such as website development, public relations, print and broadcast
advertising, design and printing for all print materials, trade shows and other special events.
The consumers benefits greatly from advertising expenditures. First, advertisements are
informative. The newspaper ads are full of information about products, prices, features and more.
Businesses spend more on direct mail than radio or magazine advertising. Direct mail (e.g.
catalogs and letters sent by mail to peoples homes and offices) is an informative shopping aid
for consumers. Most times consumers receive mini catalogs in their newspaper, that tells them
whats on sales, where at what price, for how long and more.
22
Advertising not only informs us about products, it also provides us with free television and radio
programmes because money advertisers spend for commercial time pays for production costs.
Advertising also covers the major costs of producing newspapers and magazines.
Newspapers, magazines and radio are especially attractive to local advertisers. However,
television offers many advantages to a national advertiser but its expensive. But few media
besides television allow advertisers to reach so many people with such impact. Marketers must
choose which media and which programs can be used to reach the audience and what they desire.
Different kinds of advertising are used by various organizations to reach different market targets.
(Philip Kotler,2005,776)
Young (2005) stated that in an effort to improve managing and gain audience attention,
advertisers create branding moment that will resonate with target markets, and motivate
audiences to purchase the advertised product or service, advertisers copy test their advertisement
before releasing them to the public.
Major categories of advertisement used by various organizations include the following:
Retail advertising: Advertising to consumers by various retail stores such as supermarkets and
small stores.
Trade advertising: Advertising to wholesalers and retailers by manufacturers to encourage them
to carry their products.
Industrial advertising: Advertising from manufacturer to other manufacturers knows as
business-to-business advertising.
Institutional advertising: Advertising designed to create an attractive image for an organization,
rather for a product.
Product advertising: Advertising for a good or service to create interest among consumers,
commercial and industrial buyers.
Advocacy advertising: Advertising that supports a particular view on an issue (e.g. an ad in
support of fake food and drug control). Such advertising is also known as cause advertising.
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24
Purpose of Marketing
Marketing plays a vital role in influencing consumers purchasing decision and promotion to
particular. Most consumers have the erroneous impression that promotion is synonymous with
advertising and vice-versa.
The partnership between producers and consumers through marketing is solely aimed at
achieving certain mutually beneficial objectives. There are;
To introduce new product: One of the roles of marketing is to inform consumers about the
existence of a new product in the market i.e. creation of awareness.
Persuade customers to buy: Marketing helps in arousing the customers interest and by so doing
persuades them to buy the product.
Creation of demand: Marketing stimulates demand by constantly reminding potential consumers
about the availability of the product in the market.
To change consumer belief: Marketing is a very good instrument that can be used to change
consumer mindset about a product or service. Hence, help to tap into their buying power and
influence their thoughts.
To create brand loyalty: The demand of the consumers can be maintained by constantly arousing
their interest on a particular product and this will ultimately create brand loyalty.
Develop large market: Marketing create large market segment which leads to the development of
larger market.
To promote the image of the firm: Marketing builds a corporate image for a company.
It helps to familiarize consumers with the new style of product in the market.
Alert and sensitizes member of marketing channel.
Helps to reduce consumer dissonance.
25
26
created the buzz both in the traditional media as well as in social networking sites like Facebook
and Twitter and video sharing website, YouTube, for example, it has 2 million members on Face
book page which is increasing rapidly. According to Neo@Ogilvy (digital arm of O&M) who is
responsible for managing ZooZoos Facebook brand ZooZoo fan page has received around 2.6
million page views in comparison to only 0.5 million of IPLT20.com.
This ad campaign has several implications from the economic perspective. Vodafone operates in
what is known as oligopoly. An oligopoly is a market structure that has unique features
because it is characterized by a few sellers and mutual interdependence. It is a market where the
each seller tries to outdo the other through what is known as price wars (cutting down prices)
and non-price wars. Advertising is part of non-price war where a firm tries to outdo its
competitors through marketing and/or advertising strategies to generate mass appeal. Zoozoos
are part of a unique and innovative advertisement strategy aimed at outdoing the strategies of
Vodafone s competitors. By the means of ZooZoo Vodafone has tried to represent an image of
the urban common man who is the main drive force behind the increased usage of telecom &
VAS services in the tele-communication industry. Through ZooZoo character they have tried to
showcase how the various offered by Vodafone can be useful for an urban common man. What
Vodafone did was they projected the usage of their VAS services through various advertisements
based on different themes as per the product (VAS) that they were offering. The various services
offered by Vodafone such as chota recharge, group SMS service, busy alert service, fashion tips,
recharge anywhere, bhakti songs, stock alert, voice SMS etc. were shown to the viewers not by
normal advertisement ways but through some funny & catchy ZooZoo ads which were
successful in immediately drawing the attention of urban population including all age groups. As
far as the reach of the advertisement is concerned, this advertisement campaign could have been
made more effective by taking into account the rural population of our country. In all these
ZooZoo ads, since Vodafone tried to promote all the Value Added Services offered by them,
clearly the targeted customers were the people who would use these Value Added Services.
Hence in their ads Vodafone tried to showcase all the VAS services that they have to offer to the
customers through different theme specific advertisements. Each of the advertisement was
specific to one particular VAS service & attractiveness of these ZooZoos, Vodafone was able to
draw the attention of the audiences quickly towards these ads & these ads became soon very
popular & thus the VAS offered by Vodafone.
27
Vodafone was welcomed in India in 2007 with the Hutch is now Vodafone campaign and the
advertising agency, Ogilvy & Mather (O&M), had a two-fold task on their hands: promulgate the
entry of Vodafone in India and propagate the metamorphosis of Hutch into Vodafone. The Hutch
pug, which O&M had been using for about five years, would have been too costly a proposition
to be junked. Having survived the $19-billion buyout, it was consequently used in putting forth
the propaganda: Change is good. Hutch is now Vodafone.
One of the frequently used avenues for rebranding is advertisement, as it is fairly easy and
flexible. It is a powerful mechanism for signalling a change in positioning of the company or
reaching out to a broad or targeted audience promptly.
Time for Make the Most of Now
The next few months saw campaigns coming out from the Vodafone stable such as Happy to
Help, Friend circle, Cheaper SMS, Amar Chitra Katha Alerts, but it was also at this juncture
that the telecom industry woke up to the potential of Value Added Services (VAS) and Vodafone
realized that the burden of VAS would be too much for the pug! It was an opportunity for tapping
the lucrative Indian mobile VAS industry valued at more than Rs. 70,000 million.
Cometh the hour, cometh the ZooZoos and what better occasion to launch the advertisement
campaign than during the IPL in a cricket-crazy nation
Zoo zoos storm the advertisement world
The ZooZoo advertisements were indeed clutter-breaking and they reinforced the following:
The success of the campaign could be gauged from the fact that:
28
The ZooZoo campaign had considerable impact on the financials of the company when
compared to its competitors during a period which saw a slump in sales revenue in the industry.
This was due to price-wars among the existing players and the entry of new competitors in the
fray. At end of Q1, FY10.
Year on year Vodafone Group PLC's net income fell 31.21% from 7.97bn to 5.48bn despite
relatively flat revenues. A contributing factor (zoozoos) has been an increase in the percentage
of sales devoted to the cost of goods sold from 67.16% to 67.96%.
Marketing strategies used by Vodafone
Segmentation
Demographic:
Vodafone uses the occupation aspect in the demographic category of segmentation. They divide
their users as consumer and business. On their website these two segments are catered to by two
completely different web pages. The business users are offered company solutions, machine to
machine solutions and all other end to end business connectivity solutions. The consumers on the
other hand are again segmented as follows
Geographic:
29
The company provides different plans, tariffs and offers to different customers depending on the
state that they come from.
Behavioral (User Status):
The users are further segmented depending upon whether they are postpaid users or prepaid
users. Separate plans are then provided to each user depending upon their category.
Targeting
Vodafone is adopting a multi segment targeting. They are targeting the high end user, low end
user, the business professional as well as the common man.
Vodafone in order plan for the future and in wake of mobile number portability decided to
distinctly identify its value added services by launching the Zoozoos campaign during the Indian
Premier League 2 (IPL-2). Cricket is considered to be a religion in India, and Zoozooz captured
attention of nearly two billion people during the IPL. People eagerly waited for breaks between
matches to see more stories about Zoozoo. Zoozoos have been successful in giving Vodafone a
makeover and establishing maximum brand presence. It is an excellent example of a well-laid
out marketing strategy. It was a fresh and innovative concept and Vodafone wonderfully
promoted their services by creating different stories featuring Zoozoos. There were no celebrity
endorsements. The charm of the Zoozoo was itself a great self-marketing strategy and they were
instant success among masses. Within few days, Zoozooz created a huge audience for them,
giving a boost to the Vodafone brand. People were already in awe of those cute and lovable
characters, but the curiosity heightened when Vodafone disclosed that Zoozooz were not
animated, rather humans were playing those characters. People were hungrier to know about
their favorite Zoozooz. In the second phase, after the release of these ads, Vodafone promoted
these characters on social media sites, which was another wise decision. Zoozoo fan clubs are
there on social networking sites like Facebook, YouTube, Orkut, Twitter, and many more, where
they have a huge followings. Now Vodafone has announced to launch the Zoozoo goodies like
zoozoo toys, zoozoo mugs, zoozoo keychains, zoozoo t-shirts, etc.
30
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34
OPPORTUNITIES
The campaign has been able to break the traditional and conventional ways of advertising
through public figures and celebrities. As the advertisements did not make use of celebrities as
brand ambassadors, it resulted in savings of huge money. So the use of this concept reduces the
cost of service from the part of the company and people may expect to get the service at lower
cost. The other companies may also be interested in the success of zoozoo in restructuring their
advertisement strategies.
THREATS
As a result of increasing popularity of ZooZoo people are more interested in the ads rather than
the product. It means that people love to enjoy the ZooZoo ads on television rather than use the
product. It can also be said that the brand ZooZoo has become more popular than the brand
Vodafone.
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TABLE 1
GROUP COMPANY WISE % MARKET SHARE - MAY'2011
Sl. No.
Name of Company
% Market Share
28.31%
1
Bharti Airtel
167,065,289
Vodafone Essar
139,426,769
23.62%
IDEA
93,754,764
15.89%
BSNL
87,618,769
14.85%
Aircel
57,061,824
9.67%
Uninor
25,386,287
4.30%
Videocon
7,054,198
1.20%
36
SAMPLE QUESTIONNAIRE
. NAME
.................................................................................................................
..........
. ADDRESS
...
3.
AGE .
4.
GENDER
A. MALE
5.
PH. NO.
B. FEMALE
B. INTERMEDIATE
C. GRADUATE
D. POST GRADUATE
B. VODAFONE
C. IDEA
D. OTHERS
8.
B. 1-2 YEARS
37
A.
B.
C.
D.
11.
A. AIRTEL
B. VODAFONE
C. IDEA
D. BSNL
B. SOMEWHAT WELL
C. NOT AT ALL
B. NO
38
D. CREATIVITY
B. NO
16.
A.
B.
C.
17.
A. PUG
B. NO
19. DOSE THE ADS OF VODAFONE ATTRACT YOU MORE TOWARDS THE SERVICE?
A. YES
B. NO
39
20. WITH THE LAUNCH OF THE NEW MPS SERVICE WILL VODAFONE ATTRACT
MORE CUSTOMERS?
A. YES
B. NO
21. DO YOU WANT ANY SPORTS PERSON OR MOVIE STAR TO REPLACE THE
ZOOZOO AS THE VODAFONE MASCOT?
A. YES
B. NO
DECLARATION
We promise that your identity will be kept confidential and will be used for the research purpose
only.
Place: _____________________________________
Date: ..(Signature of the Investigator)
40
FINDINGS
1. Out of the 20 respondents 84 % of the respondents are male and 16% of the respondents
are female.
2. Out of the 20 respondents 54 % are graduates, 32 % are post graduates, 14% are
intermediate while there are no respondents who are only matriculate.
3. Out of 20 respondents 54 % are currents using Vodafone, 20 % are BSNL subscribers, 12
% are Airtel subscribers while 14 % are using other services.
4. 42 % of the respondents have been using their current service for more than 4 years.
From this it can be said that majority of the respondents who are Vodafone subscribers
having been using Vodafone for more than 4 years.
5. 72 % of the respondents have said that advertisements do a play a role in deciding their
service providers while 28 % are not influenced by advertisements. From this it is
concluded that advertisement is one of the key marketing strategy that essential for any
company or firm to capture a good market position and compete with its competitors in
order to maintain its position
6. 32.43 % of the respondents said that advertisements helps them in knowing the attributes
of the service while 21.62 % said that advertisements helps them to compare services with
other providers. 40.54 % of the respondents said that advertisements help them in all the
above
7. 90 % of the respondents have said that the advertisements of Vodafone attract them the
most than any other service provider.
8. 74 % of the respondents have said that the advertisements of Vodafone attract them very
well while 24 % said that the ads attract them somewhat well. Only 2% of the respondents
are not at all attracted by the advertisements of Vodafone. Hence it can be said that the
advertisements of Vodafone attract the majority of the people very well.
9. 98 % of the respondents have recognized the cartoon character named ZooZoo the mascot
41
of Vodafone. From this it can be said that presently people are quite updated on the
advertisements.
10. 64 % of the respondents said that the creativity in Vodafone advertisements appeals most
while 16 % say that all the mentioned factors appeal to them. From this it can be said that in
this modern era creativity in Vodafone ads is the most important factor in Vodafones
advertisement campaigns.
11. 90 % of the respondents have been able to associate with Vodafones mascot ZooZoo
while only 10 % have not been able to associate.
12. 54 % of the respondents like Vodafone advertisements which are related to discount
schemes, 26 % looks for good network ads while only 20 % of the respondents like value
added services advertisements. This shows us the increasing competition in the telecom
sector as people go for those services which costs less to them & hence service providers
has to constantly provide new discount schemes in order to attract the customers.
13. 72 % of the respondents like ZooZoo as the Vodafone mascot while 24 % like previous
mascot i.e. the pug as the Vodafone mascot. This shows that people like the creativity shown
through the ZooZoo in the Vodafone advertisement campaigns.
14. Although 72 % of the respondents like the ZooZoo more than the pug, but still 78 % of
the respondents miss the pug who was the previous mascot. It shows that Vodafone
advertisement campaigns have not only attracted the people with the concept of ZooZoo but
has done the same with the concept of pug as the mascot over the years.
15. 64 % of the respondents are attracted more towards the services of Vodafone just
because of the advertisements. This shows the positive impact of Vodafone advertisement
campaign on people.
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16. 56% of the respondents feel that with the launch of mobile number portability
Vodafone will be able to attract more customers while 44 % of the respondents do not feel
the opposite. But with the introduction of mobile number portability service which allows a
customer to change over to a new service without changing their present number 56 % of
the respondents feel that Vodafone customer will increase.
17. 88 % of the respondents do not want Vodafone to change its mascot while 12 % want
Vodafone to change its mascot and go for movie stars or sports person as its mascot. From
this it can be concluded that in this modern era people prefer a 3D creation of ZooZoo
more than any famous movie stars or sports person as the Vodafone mascot. In spite of
Abhishek Bachan endorsing IDEA and Ranbir Kapoor endorsing TATA DO CO MO
Vodafone has made a bigger impact on people with ZooZoo as its mascot and hence it can
be said that expensive brand ambassadors can be avoided
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CONCLUSION
There is no doubt that the Vodafones marketing strategy is a big hit and has become popular
with everyone from kids to adult. The marketing strategy has given Vodafone a new look that
will go a long way in further improving its brand image. The commercials have hit the Indian
market like storm and will now probably go into history as one of the most brilliant advertising
idea for the industry.
It is necessary for marketers to decide the strategy which they have to implement in the Indian
markets today. If they dont pre-test the strategy then they will not be in a good position to
measure the success of the strategy. It may happen that the customer may not react favorably to
the marketing techniques used by the company.
Marketers must do the analysis of the market in order to implement the right strategy. As it is
said that, Jo Dikhta Hai Wohi Bikta Hai
In the same way marketers must design their strategy in such a way that they delight the Indian
customers.
RECOMMENDATION
Due to the competitive nature of the industry the marketing managers must develop and
formulate marketing programs that will satisfy the needs of the consumers. Since organizations
in the same industry have similar advertising messages, it is recommended that for a more
distinguished and effective response from the customer, other forms of advert should be used.
Regular and consistent up-to-date training on product information should be given to the
advertising agency so that they will have the current knowledge and skills to handle the problems
and also to ensure that product information is being emphasized so as to enlighten the customers.
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REFERENCE/BIBLIOGRAPHY
- ZENITH International Journal of Business Economics & Management Research
Vol.2 Issue 1, January 2012, ISSN 2249 8826
www.zenithresearch.org.in 151
-http://www.preservearticles.com/2012011821132/short-essay-on-the-development-ofadvertising-in-india.html
-http://varinderkaur.instablogs.com/entry/vodafone-zoozoo-a-successful-marketingstrategy/
-http://marketingpractice.blogspot.com/2009/05/best-marketing-practice-zoozoo.html
-http://www.domainofhope.com/2011/03/vodafone-zoozoo-3g-campaign-integrated.html
-http://www.medianama.com/2011/05/223-fy11-vodafone-india-data-voip-net-neutrality/
-http://en.wikipedia.org/wiki/ZooZoo
-www.classof1.com
-www.vodafone.com
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