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Vodafone Essar's Advertising Strategy

- The 'Zoozoos' Campaign

SYDENHAM INSTITUTE OF MANAGEMENT STUDIES RESEARCH AND ENTREPRENEURSHIP EDUCATION

2009-2011

Table of Contents

Executive Summary3
1Introduction4
2A Well Directed Social Media Campaign5
3Best Marketing Practice6
4Making of zoozoos and Cost7
5Viral marketing9
64 Ps of Marketing Mix11
7SWOT Analysis12
8Segmentation Targeting and Positioning16
9Advertising18
10Promotional planning through Persuasion Matrix20
11Impact of Zoozoo on Vodafone revenues22
12Zoozoo Survey25
13Recommendations30
References and Bibliography31

Executive Summary

In today’s world of competition, firms are selling goods and services through a variety of direct and indirect channels. Mass advertising is not nearly as effective as it was, so marketers are exploring new forms of communication, such as experimental, entertainment, and viral marketing. One such innovative idea is Vodafone’s Zoozoo campaign. Never in the history of Indian advertising we witnessed a campaign that generated so much interest and curiosity among all the segments of the society be it young or old.

In this report, we analyze the marketing strategies used by Vodafone, the efforts that have been put in the making of Zoozoo, and the impact it had on the customers mind. We also discuss what exactly were the objectives behind this idea of marketing. Zoozoo actually was a well directed social media campaign. We need to have a look at the statistics which prove this fact.

The Zoozoo character looks quite funny and easy going on screen. But it has been lots of efforts and expenses that have gone behind making of Zoozoo. The ideas used to make Zoozoo are quite interesting. One of the important concepts used to make Zoozoo a buzz is ‘viral marketing.’ IPL2 was probably the best time to launch these ads.

Almost all the Zoozoo ads promoted VAS services of Vodafone. The discussion of 4 P’s of marketing, the BCG matrix, and SWOT analysis will help in analyzing the approach of Vodafone and kind of research they have done before launching its products. It will also give us an idea as to where Vodafone could have done better. We also discuss persuasion matrix to understand promotional planning of Vodafone.

We conducted a public survey to know people’s reaction to the Zoozoo ads, its effect on their approach towards VAS services, can Zoozoo really replace pug as an icon for Vodafone, etc. The data which we have gathered through this survey sheds light on success of Zoozoo in the minds of customers. Finally, we discuss some of the things which could have been done better based on the information we gathered and the survey we conducted.

In a nutshell, Zoozoo campaign is a revolution in the Indian market and we will have lot to learn from the strategies used by Vodafone and also the weaknesses they have shown. Hope you have nice time reading this report!

Introduction

During one month of IPL second season, it seemed the world cares nothing but Zoozoos. And we can feel it even now, when the ads and the iconic figures are not on air. So what can we call this Zoozoo phenomenon? A brand building masterstroke? Well, let us analyze various aspects of this Vodafone campaign. Zoozoos are white, ghost-like creatures with ballooned bodies and egg heads who are used to promote various value added services of Vodafone. These ads though look animated are actually real humans in the Zoozoo costumes. [pic]

Like it or hate it, Zoozoo itself has become a phenomenon. The number of Facebook fans of Zoozoo have swelled to 3,20,000 (as on Oct 28, 2009) far surpassing the number of fans for cricketing and Bollywood icons like Sachin Tendulkar and Amitabh Bachchan, legendary superheroes like Superman and even comic characters like Asterix. The real test of effectiveness of Zoozoo lies in its objective achievement. Yes, this campaign...
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