STRATEGY

ASSIGNMENT
Abhilash K (01)
Arvind Pratap Singh (16)
Shashi Bharti (58)
Supratik Saha (61)
 GOOD AD- ZOOZOOS

Product –
 Mobile VAS like voice SMS, ringtones, beauty tips, live games, etc are
very important as alternate revenue generating streams as
competition in the industry is very high with low margins
 The entire range of these products were depicted through a variety
of 30 ads which showcased the entire array of VAS products
GOOD AD - VODAFONE
• Promotion –
 Zoo zoos dominated social networking sites, television and print media.
Revenue was generated through the sale of merchandise
 Video had 3 million hits in first 3 weeks and was the most watched
brand during breaks in IPL season 2
 The ads were simple, silly, funny and adorable, appealing to the lighter
side of people helping Vodafone to market its VAS services by depicting
different ad for different product
 Place – Indian telecom sector is crowded and to increase revenues VAS
had great potential. The ad was flooded in internet, newspapers, videos,
TVs (ads during IPL), official merchandise to appeal to the masses.
 Customer - Was targeted to the urban audience appealing to
teenagers, boys, girls, men & women. The ads connected well with the
affluent viewers.
 Price – The ad cost Vodafone 3 Crores for 30ads with first of its kind,
innovation and without brand endorsements appealing to the common
man in a very simple way portraying VAS as a fun and easy to use service.
 BAD AD
Ambassador

 Positioning Problems –
It is a powerful, sturdy & robust vehicle but lacked
quality and refinement, so this car should not be
positioned as a luxury vehicle used in marriages
 BAD AD - AMBASSADOR
 Targeting Problems –
The main market of this product were government offices and
taxicabs. So, the targeting of the ad was wrong.
 Lack of diversity in the ad -
All the three cars were of the same color. Could have brought in
diversity by showing three different colors. Ad was dull and lacked
enthusiasm.
 Customer Perception of the Product –
The ad launched in 1998 creates a perception that ambassador has
failed to change significantly since it started its journey in 1958
 Place –
The Indian market had large competition in cars which banked on
style, luxury and comfort or power none of which was brought out by
the ad.
 Promotion – Minimal promotion and that too with wrong
positioning further deteriorated the perceived value of the car
 SNAPSHOT
Zoozoos - Vodaphone Ambassador-HM

 Different ads for  Lack of diversity. Ad

different products was targeting the
helped customers to wrong segment.
associate with the  Ad lacks innovation.
entire range of
products.
 The reach was very
less and lot of people
 Innovative idea that did not even know
attracts viewers. about the ad.
 The reach of ad was
phenomenal.