Vodafone India Limited, formerly Vodafone Essar Limited, is the second largest

mobile network operator in India after Airtel by subscriber base. It is

headquartered in Mumbai, Maharashtra. It has approximately 160 million customers as
of December 2013. It offers both prepaid and postpaid GSM cellular phone coverage
throughout India with good presence in the metros. Vodafone India provides 2.75 GSM
Services based on 900 MHz and 1800 MHz digital GSM technology. Vodafone India
launched 3G services in the country in the January�March quarter of 2011 and plans
to spend up to $500 million within two years on its 3G networks Vodafone added
maximum subscribers in July 2014, with 13.6 lakh new users joining its network to
take its base to 17.12 core. Vodafone is the second largest player in telecom
operator in India after Airtel with a market share of 22.95%. To enhance their
value &make them difference they create the customer profile .Then they have used
IMC tools to make them successful.
Table: Customer profile of Vodafone in India

Demographic

Age: 14 to 35 years
Income: lower or middle income, Business or Young People.
Occupation: Student, Business people
Gender: Both Male and Female.
Geographic

Location: Rural and semi-urban markets are fast emerging as profitable market
segment.
Area: Andhra Pradesh, Assam, Bihar and Jharkhand, Chennai, Gujarat, Jammu &
Kashmir, Karnataka etc.
Psycho-graphic

Preference: Strong network &affordable

Attitude: Positive& unique
Perception: Network based, price based
Lifestyle: very frequent usage rate

1. Advertising: They arrange commercial advertisement in various popular TV

channels such as Star plus, Star Gold, Star Jalsa, Sony TV, Discovery TV, Star
sports etc. Their advertisement slogan is, "Whenever you go our Network Follows
you�. They have arranged 24 hours road block on Star TV network. The Commercial
shows Hutch dog moving out of pink house and moving into red house. The tagline
�Hutch is now Vodafone" translated in multiple languages. By the introduction of
the advertisement character like Zoo Zoos also helped Vodafone to position because
the advert was highly appreciated by the customers and was a great hit. Cricket is
thought as a religion in India, sponsorship in IPL 2020 cricket also positioned
Vodafone very well in the Indian market.

2. Interactive Marketing: Its maintained interactive marketing by creating

Facebook fan club, twitter and YouTube. To response customer feedback they
maintain Vodafone website-mail l& blogs. As a result customers can easily know the
latest campaign and information.
3. Direct Marketing: Advertising techniques that can include cellphone text
messaging, email, interactive consumer websites, online display ads, database
marketing, fliers, catalog distribution, promotional letters, targeted television
commercials, response-generating newspaper/magazine advertisements, and outdoor
advertising. Their message appeared in 150 towns & 400,000 shops hoarding,
billboards & kiosks
4.Sales promotion: Vodafone is promoting "Delights" a world of exclusive deals of
discounts ,with a TV advertising campaign featuring school girls in black and
white films. "Classroom�, �Cycles �and "Annual day" show the emotional responses
associated with receiving special gifts. Vodafone had arranged "Race Contest� in
October 2011. One of the winners of the Vodafone Race to fame contest with Lewis
Hamilton and Jenson Button. Vodafone has introduced various new beneficial
schemes/offers to attract the customers like various talk time offers, validity
offers, Bonus Cards, Tariff offers, low cost handsets etc. for the prepaid users
and ISD, STD, SMS, MMS offers, iPhones and Blackberry handsets to the post-paid
users (Vodafone, 2010).
5. Publicity/Public Relations: Vodafone uses hoardings also in order to promote
their company and the new services or tariffs plans that they are coming up with.
This strategy helps in making their target audience aware of their upcoming plans.
A series of hoardings deployed with creative using 3D effect wherein "Super" ZooZoo
was breaking the Hoardings and in the last creative emerges at the Superman.
Vodafone undertakes social activities on a huge scale. The Vodafone Group
Foundation is committed to providing assistance in the area of disaster response.
Its main aim is to develop partnerships which enhance long term disaster response
and preparedness activity, working with organizations such as the United Nations
Foundation, Oxfam and Map Action. It also seeks wherever possible to make a direct
contribution in response to critical humanitarian crises. The Safaricom Foundation
and The Vodafone Group Foundation, together donate KShs 15,000,000 towards
humanitarian relief in Kenya.
My opinion about Vodafone�s IMC Campaign:
In my point of view, Vodafone is very popular mobile operator. Everyone knows TV is
the old-fashioned and also common medium of adverting. To create a unique image,
Vodafone selects TV advertisement most. Vodafone aims to provide the best, in terms
of coverage and connectivity to its customers all over India. There are more
benefits like, the lower tariff facilities, best network, monthly bonus, free MMS
and SMS, easy load, lower cost for using 3G internet for student package. this for
free!
yaay