Table of contents
| Page No.
| Executive summary
| Introduction to Vodafone
| Vodafone and Public Relations
| PR strategies of Vodafone India
| Vodafone future PR strategies
This handbook gives an insight into the PR strategies adopted by Vodafone Essar. Vodafone Essar is a mobile service provider which launched in India in September, 2007. It was previously known as Max Touch, Orange and Hutch. Over the years these brand names projected the services in many different ways. Vodafone’s main aim was to create a positive image in the minds of the Indian Consumers. They undertook massive PR strategies to do the same. Examples of these strategies are press releases, press conferences, media interviews, Hoardings and advertisements and newsletters. This project also tells one about the crises faced by vodafone during the bomb blasts and floods and how it handled the same. In this project, an effort has been made by the group members to formulate future vodafone strategies like Message karo, ticket pao, reduced internet rates, e-waste management, anti-ragging campaign and anytime recharge machines.
Introduction to Vodafone India:
Vodafone, the world’s leading international mobile communications company, has fully arrived in India. The Vodafone brand was launched in India on 21st September, 2007. The popular and endearing brand, Hutch, was transitioned to Vodafone across India. That marked a significant chapter in the evolution of Vodafone as a dynamic and ever-growing brand. The brand was unveiled nationally through a high profile campaign covering all important media. Vodafone, the world’s leading mobile telecommunication company, had completed the acquisition of Hutchison Essar in May 2007 and the company was formally renamed Vodafone Essar on 20th September 2007. The Vodafone mission is to be the communications leader in an increasingly connected world – enriching customers’ lives, helping individuals, businesses and communities be more connected by delivering their total communication needs. Vodafone's logo is a true representation of that belief - The start of a new conversation, a trigger, a catalyst, a mark of true pioneering Previous brands
Initially, around 1995, the company services were branded Max Touch¸ renamed to Orange in 2000. In December 2006, Hutchison Essar re-launched the "Hutch" brand nationwide, consolidating its services under a single identity. The company used to be named Hutchison Essar, reflecting the name of its previous owner, Hutchison. However, the brand was marketed as Hutch. Vodafone Essar under the brand name Hutch has won the following awards: * Most Respected Telecom company
* Best mobile service in the country
* Most creative and effective advertiser of the year
Hutch tried to connect with consumers in a simple, honest and real manner while Vodafone projects itself as a young and fun brand. Vodafone and Public Relations
The main objective of the PR dept is to create a positive image of Vodafone in the minds of its customers. For the launches of any new services or mobile phones intense PR is their objective. * The Vodafone mission is to be the communications leader in an increasingly connected world – enriching customer’s lives, helping individuals, businesses and communities should be more connected by delivering their total communication needs. * The next objective of Vodafone is to cover as much market as possible on the basis of the service that they provide. Example of this is: * Reaching customers through exclusive shops, hub and spoke models, associate distributors, shops, call centers ,vans and help desks. * Another objective is that their customers benefit from a complete Vodafone experience in and out of their homes and offices. Their main aim and mission is to give their customers a consistent experience. Example...
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