Case Study - Vodacom

Better Essays
BUS4016S – Promotion and Advertising Management
Case Study: “VODACOM”
In May 2006 Vodacom implemented its new wave of memorable, typically South African adverts (Vodacom Case Study, 2007). The campaign was initially started in an effort to deal with the up and coming issue of mobile number portability. The idea of being able to change cellular service providers while maintaining your mobile number was going to be institutionalised for the first time in South African history. This case study will cover a number of factors which made this campaign so successful, as well as focusing on other similar campaigns and there impact on the South African market. The case study will be compartmentalised into five segments; each focusing on the aspects which make up the various campaigns.
The strategic objectives behind the Lucky and Lucky marketing campaign:
The primary objective of the campaign was initially posed in the form of a question: “How do we (Vodacom) leverage customer service as a competitive advantage, where mobile number portability seemed inevitable” (Vodacom Case Study, 2007). In other words Vodacom wanted to highlight its superior customer service to reduce the number of port-outs (individuals leaving the service provider for another, while maintain their current cellular number) and maximizing the number of port-ins (individuals joining the service provider from another, while maintain their current cellular number) when mobile number portability was institutionalised. Thus they wanted to put forth an image that Vodacom was a consumer-orientated technology company. This was the initial concern of Vodacom’s which sparked the Lucky and George campaign. As the campaign progressed it grew in strength and popularity. This prompted Vodacom and its advertising agency, DraftFCB, to utilize these two characters to address various other issues within Vodacom’s products and services offering. Each of the campaigns deals with one of these various issues.



Bibliography: * (2007), Vodacom Case Study.

You May Also Find These Documents Helpful

  • Satisfactory Essays

    QUESTION 1 QUESTION 1.1 Market structure MTN and Vodacom 1.1.1 Introduction The South African mobile market structure can be classified as an oligopoly, or even a duopoly, with two firms, Vodacom and MTN of more or less the same size dominating the market. Both Vodacom and MTN have market shares of at least 35%. This implies that both firms can be classified as ‘dominant’ i.t.o. the Competition Act. It is also important to note that the combined market share of the two large players is approximately…

    • 1099 Words
    • 6 Pages
    Satisfactory Essays
  • Best Essays

    of corporate communications are more similar to those of Public Relations though they differ a bit. This paper is going to examine the Vodacom Tanzania company, to see how they implement Strategic corporate communication techniques and make the company the so successful in mobile communication industry in the country. The study also is interested to know how Vodacom communicates with its employees, the external audiences and other stake holders. INTRODUCTION The field of corporate communication…

    • 2663 Words
    • 11 Pages
    Best Essays
  • Powerful Essays

    SIGNATURE: ……………………………. STUDENT NAME: MRS WEMA MBWANA SIGNATURE……………………………… REPORT SUPERVISOR ACKNOWLEDGEMENT My special thanks goes out to Vodacom Tanzania head office MILIMANI CITY that were part and parcel of the preparation of this project report by providing me all essential materials (data) required. Very special thanks goes out to my Report supervisor Mrs. Wema Mbwana, It’s also my sincerely…

    • 4147 Words
    • 17 Pages
    Powerful Essays
  • Good Essays

    Vodacom Memo Thomas McQuaid Lea Niglio-Parein Paola Gonzalez-Zabala Vodacom Project 1 3/12/14 The purpose of this memorandum is to analyze and explain the current brand positioning and target market of South African company, Vodacom, from previous commercial advertisements. After having analyzed the current target market and brand position we would recommend a new target market and position for Vodacom of South African’s age range, 15-55 (58.7 % of total population) and include the following…

    • 3501 Words
    • 101 Pages
    Good Essays
  • Best Essays

    1.0: INTRODUCTION 1.1: Overview of telecommunication industry in Tanzania Before the liberalization of the telecommunication sector, the telephone communication service was the monopoly of the TTCL, a state-owned company under the Tanzania Posts and Telecommunications Corporation (TPTC). The TTCL held a monopoly in the provision of communication and was also responsible for the regulation of the telecommunication sector. In the context of a wider economic liberalization policy in the country, the…

    • 4070 Words
    • 17 Pages
    Best Essays
  • Good Essays

    • Compare the two cases in terms of methods, costs (if applicable), and effectiveness of the outcomes (3 points). Both cases are a form of an alert identification subsystem belonging to the parent HELP System. Furthermore, both cases did not explicitly state vocabulary and ontology used. However, I can infer based on my knowledge in the field now that diseases, diagnoses, laboratory and procedures follow ICD 10, SNOMED, LOINC and CPT ontology for coding and that interoperability is achieved by…

    • 509 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Case Study

    • 372 Words
    • 4 Pages

    Case Study Case study methods involve   Systematically gathering enough information about a particular person, social setting, event, or group to permit the researcher to effectively understand how it operates or functions. Case studies may focus on an individual, a group, or an entire community and may utilize a number of data technologies such as life stories, documents, oral histories, in-depth interviews, and participant observation. Types of case studies Stake (1995) suggests that researchers…

    • 372 Words
    • 4 Pages
    Satisfactory Essays
  • Powerful Essays

    Case Study

    • 5969 Words
    • 24 Pages

    Introduction to Case Study by Winston Tellis+ The Qualitative Report, Volume 3, Number 2, July, 1997 (http://www.nova.edu/ssss/QR/QR3-2/tellis1.html) -------------------------------------------------------------------------------- Abstract This paper is the first of a series of three articles relating to a case study conducted at Fairfield University to assess aspects of the rapid introduction of Information Technology at the institution. This article deals with the nature of the problem…

    • 5969 Words
    • 24 Pages
    Powerful Essays
  • Good Essays

    Case Study

    • 1685 Words
    • 7 Pages

    Case Study Presenting a case to a teacher is same as presenting it in front of a jury. You need to have structured and solid arguments to convince the jury (teacher, in your case) and prove your point. If you are an excellent lawyer, you can even convince the jury that your defendant is not guilty even if he is (not ethical, of course). The bottom line is: you need to structure your case analysis. Although every case analysis more or less follows the same pattern; there is a slight variation depending…

    • 1685 Words
    • 7 Pages
    Good Essays
  • Satisfactory Essays

    case study

    • 471 Words
    • 2 Pages

    encounters." A parishioner at Oak Hill Uni Xerox Case Study Analysis Xerox Case Study Analysis The challenge facing Xerox and its management is complex, challenging and probably not unique. The company had been dependent on its highly trained sales force to turn a profit on their existing products and had not focused on new product opportunities until the develop Premium 1039 Words 5 Pages Case Study Case Study Analysis Summary ABC, Inc. recruiter Carl Robins has…

    • 471 Words
    • 2 Pages
    Satisfactory Essays