Communication Skills

Powerful Essays
Topics: Advertising
Vodafone Essar's Advertising Strategy

- The 'Zoozoos' Campaign

SYDENHAM INSTITUTE OF MANAGEMENT STUDIES RESEARCH AND ENTREPRENEURSHIP EDUCATION

2009-2011

Table of Contents

Executive Summary 3
1 Introduction 4
2 A Well Directed Social Media Campaign 5
3 Best Marketing Practice 6
4 Making of zoozoos and Cost 7
5 Viral marketing 9
6 4 Ps of Marketing Mix 11
7 SWOT Analysis 12
8 Segmentation Targeting and Positioning 16
9 Advertising 18
10 Promotional planning through Persuasion Matrix 20
11 Impact of Zoozoo on Vodafone revenues 22
12 Zoozoo Survey 25
13 Recommendations 30
References and Bibliography 31

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.

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