Integrated Marketing

Communication
Assignment

Submited To: Ms. Jayshree Sundar

Submitted By: Gaurav Seth (91132)

VODFONE: THE MOST INTEGRATED BRAND

Vodafone is among the most admired brands which came up with some very innovative ideas in
its campaigns right from the start. As soon as it acquired Hutch it became the new buzz in the
market. More over it didn’t tried to dissociate with hutch campaigns, rather it piggy backed two
of the most successful campaigns of hutch, which were ‘the pug’ campaign and ‘irfan khan ’
campaign.

In a phased manner it created a distinct image for itself by integrating various innovative
channels and campaigns. The scale of integrated marketing communication can be judged with
the fact that they tied up with Star TV (24 hour road block) and captured other prime spots on
different channels along with creative print ads and ‘the pug’ campaign and successfully
achieved the simultaneous communication in 150 cities covering almost 400000 shops.

But the real star of Vodafone’s marketing communication is the Zoo Zoo campaigns which
costed negligible to produce almost 30 ads in each campaign. And this cost saving was
successfully utilized in acquiring prime spots and sponsorships in event like IPL. This campaign
proved to be a real winner in integrated marketing communication as the same campaign was
used successfully across various media be it TVC, Print ads and internet. At outdoor campaigns
also Zoo Zoo provided great results for Vodafone with high brand recall among customers.

Zoo Zoos paved the way for vodafone’s success in the area of marketing communication. But
even after Zoo Zoos, Vodafone maintained its integrated approach in a sound manner. By
acquiring the main sponsorships of high TRP TV Shows like BiggBoss season 4 coupled with
their latest ‘Vodafone Delights’ campaign which originated during BiggBoss has also proved
fruitful.

And now they are again on the path of delivering another admirable IMC campaign by the name
‘Everybody’s Welcome’ as this campaign has seen the comeback of ’the pug’ again in the
picture. This campaign is trying to harness the latest happening in telecom industry, MNP: The
Mobile Number Portability service started on 20 th Jan 2011. The success of this campaign will
again depend on their media management among various channels but it is not hard to predict
that Vodafone will again stand up to its reputation and will deliver another success story with
this new campaign.
TATA INDICOM: THE LEAST INTEGRATED BRAND

TATA indicom started off well in early 2000s as a rival brand for reliance telecom, another
major which entered the industry very aggressively. In early years brand did very well with its
innovative campaigns managed well across different channels. The strategy of the brand
appealed well to the mass market for which they gave excessive ads on TV.

But soon after its initial success it started losing the focus of the marketing communication. The
entire media management and campaign messages looked in doldrums. Initially, TV ads
introduced the new products and services to the people in the mean while nothing much was
done on other forms of media.

The brand, although, tried to revamp itself by introducing various brand ambassadors from Kajol
and Ajay Devgan in the north to Trisha in the south in their TVCs. But they never tried to
integrate these ambassadors in other forms of media which made the entire brand picture look
distorted.

In brand mismanagement they went one step further and actually down marketed their product
by using channels like print ads at the back of the autos, at the bus stands and other places where
they could be seen by the masses but they didn’t use any of their brand ambassadors, even here,
neither they followed a uniform colour scheme even. And now out of the blues a new TVC
campaign ‘Ulta Plan’, showing a TV soap actor ali azgar, has popped out which has further
distorted the brand image.

RELIANCE: STILL HAS THE POTENTIAL

If one company is to be thought of as the rules changer of Indian telecom industry then it cannot
be any company other than Reliance Telecom. Started off with ‘Karlo Duniya Muthi Mein’
campaign, Reliance utilized various media spaces available very efficiently and inspired
common man at once to break the shackles in the mind and finally mobile telephony revolution
started in reality. Soon became the second largest mobile service provider after Airtel.

But the company has now become a bit ignorant about the marketing communication. Last
remembered campaign which can be thought of is the ‘Pied Piper’ campaign with Hrithik
Roshan which proved to be an average success for Reliance as competition overtook the USP of
that very campaign. This campaign is now almost two years old and there has been no noticeable
campaign since then.

Looking at the legacy the brand holds and lack of any effective campaign in recent years with
still the second slot in the market share it is not hard to judge the potential the brand holds if the
marketing communication is handled in a more integrated approach as prevalent among the
major players in the industry.