ROYAL BUSINESS COLLEGE TE PUKE

Public Relations
Organisational Communication
MAR 8089

Submitted To: Mrs. Gauri Patil

Submitted by: Ravinder Kumar
Gadila Srinivas Goud
Jatinder Singh Rehal

Introduction
Vodafone Company is operating with more than 371 million customers around the world. Now
run its operation in more than 30 countries.In this connected world, its no longer just about
being able to talk and text. Vodafone network allows people to share their images and videos as
soon as theyre captured. Vodafone company made worlds first international mobile roaming
call, and very recently introduced Vodafone Money Transfer which allows emerging market
customers to send and receive money safely and easily using their mobile phone.
State what the organisations mission, purpose, image, strategies, goals, structure, and
policies are. What do you think are their expectations and preferences for establishing and
promoting organisational communication?
The name Vodafone comes from voice data phone, chosen by the company to "reflect
theprovision of voice and data services over mobile phones".
Vodafone main principles are
Vision for future
Interest in the customer
Staff orientated
Results driven

VISION
To enrich our customers lives through unique power of mobile communication.
MISSION
Vodafone will be the communications leader in an increasingly connected world

To provide innovative next generation technological solution by identifying and meeting

customers need better than any other industry player, while maximizing the growth of our
business for the benefit of our stake holders

PURPOSE
The main purpose of Vodafone is to help raise awareness of the possibilities that the use of the
Internet and other information and communication technologies (ICT) can bring to societies and
economies, as well as of ways to bridge the digital divide.
IMAGE
In this modern technological world each and every person is using telecommunications 90% of
people are addicted to telecommunication. Vodafone is Telecommunication Company, so there is
wide range of users of Vodafoneit provides both residential and business services. Its users are
range from home users, business users, students, young people etc.
Like it is providing best mate plan from mobile to mobile and from landline to mobile phones.
Means customers are getting very good benefits from these schemes. We discuss with some of
customers of Vodafone they give us their views that Vodafone service is very good as compare to
some other operator like slingshot, telecom, 2 degree etc. Vodafone also take over Telestraclear
which was Telecommunication Company and was providing residential services.
According to residential users of Vodafone they are happy with its landline and internet services.
People said its internet range and mobile connection range is better than other operators. For
instance if people want to go for cheap and good internet and mobile, landline services then they
will choose Vodafone.
For business and mobile users Vodafone have business plans and mobile plan. So the people who
want to buy new latest mobiles they like to use the mobile plans, these mobile plans are
beneficial for them. These plans provide them mobile phones with data and talk minute schemes.
Business users of Vodafone said they can get benefit from business plans which are cheap for
them.

STRATEGIES

GOALS
The health and safety of Vodafones customers, employees, contractors and the public is of
paramount importance to Vodafone. Our vision is to lead the industry in responding to public
concerns about mobile devices, masts and health by demonstrating leading edge practices and
encouraging others to follow.
We have a board dedicated to radiofrequency (RF) matters that includes representatives from
some of our local markets and key functional areas. This board monitors public concerns, helps
local markets to provide public information and advice, and reviews the available information
about mobile devices, masts and health. The board also sets our strategy, policies and goals
relating to mobile devices, masts and health.
Vodafone have pledged to track and report opinion on how responsibly we act regarding mobile
devices, masts and health through regular surveys.
Vodafone are dedicated to developing scientific understanding of the effects of mobile devices
and base stations on health by funding independent scientific research into the priority areas
identified by the World Health Organization (WHO).

STRUCTURE

VODAFONE POLICIES
Fair Use Policy for Vodafone services
It is important to Vodafone that all eligible Vodafone customers are able to access our services.
This Fair Use Policy is contained in both our Prepay and On Account Terms and conditions and
is repeated below.
Fair Use Policy

Fair Use Policy is developed to average customer profiles and estimated customer usage
of Vodafone Services.
Fair Use excludes activities such as auto dialing; continuously call forwarding, telemarketing, call centres, and use of Cellular Trunking Units (CTUs).
If your usage is excessive and/or unreasonable they may contact to customer to advise
that their usage is in breach of their Fair Use Policy.
Customer may then request that they stop or alter their usage to come within their Fair
Use Policy.
If excessive or unreasonable usage continues after receipt of a request to stop or alter the
nature of such usage, they may without further notice, apply charges to customer account for
the excessive your usage; suspend, modify or restrict their use of the Services.
Their Fair use Policy does not apply to the unlimited talk and TXT component of Red
Essentials, Red Super and Black Data packages. The full terms applicable to unlimited talk

and TXT are available at www.vodafone.co.nz/legal/terms-conditions/red/.

Vodafone Privacy Policy

Vodafone New Zealand Limited is committed to protecting customers personal information.
They have created Privacy Policy to help customers understand how they collect, use and protect
their information when customer visit Vodafone web and use their products and services.

Vodafone will take reasonable steps to ensure that the personal information they collect, use or
disclose is accurate, complete, up-to-date and stored in a secure environment protected from
unauthorized access, modification or disclosure.

Changes to our Privacy Policy

Vodafone may change this Privacy Policy from time to time and they will tell you about a change
in the policy by posting an updated policy on our website. Any change they make applies from
the date we post it on the website.
Who are the stakeholders in the organizations? How does each of stakeholder groups
perceive the organizations image, goals, policies and standards?
A stakeholder is any person, organization, social group, or society at large that has a stake in
the business. Thus, stakeholders can be internal or external to the business. A stake is a vital
interest in the business or its activities. It can include ownership and property interests, legal
interests and obligations, and moral rights. A legal obligation may be the duty to pay wages or
to honor contacts. A moral right may include the right of a consumer not to be intentionally
harmed by business activities. Stakeholders can:
Affect a business
Be affected by a business
Be both affected by a business and affect a business
A stakeholder is often contrasted against a shareholder, which has an ownership interest in the
business.

Stakeholders
The concept of a stakeholder does have moral and ethical implications for business governance.
If a business only has a duty to its shareholders, then the business may have no moral
obligations to any other person, organization or society. On the other hand, if a business has a
duty to its stakeholders, then a business must take into account the interests of its stakeholders
as well and not focus completely on maximizing the interests of its owners.

Stakeholder is either affected or affects the business. Consequently, the definition of

stakeholder is very broad.
Shareholders & owner are probably the most obvious stakeholders. Shareholders and
Vodafone contribute capital and sometimes labor to the business.
Employees of a company are stakeholders. Employees can make or break the business,
and the employees rely upon Vodafone for their livelihood.
Customers are stakeholders. Customers are affected by the goods and services provided
by the Vodafone Company and the business cannot survive without providing goods or
services to customers.
Suppliers are stakeholders. Suppliers provided the necessary goods and services for
businesses to complete their tasks and goals. Suppliers rely on other businesses as a
means to make profit and support their stakeholders.
Governments are stakeholders. Governments rely on Vodafone for tax revenue to
support public policies and projects. Vodafone also provide governments goods and
services. Vodafone rely on governments to provide infrastructure as well as political,
social, and legal stability that provide a stable and predictable environment in which to
conduct business.

 Competitors, who may surprise you, are stakeholders. Vodafone can affect a competitor,
and a competitor can certainly affect their business. The easiest example is taking
market share away from each other, which will have a chain reaction that affects the
other stakeholders whom we have already discussed.
Other organizations, such as charitable organizations and community organizations, are
stakeholders. Charities rely on Vodafone as a source of donations and support. Civic and
community organizations often partner with organizations to achieve community goals.
Society at large is often a stakeholder. This one shouldn't come as a surprise. Vodafone
can't function outside of a society, which is the set of institutions that facilitate useful
social interactions including the establishment of markets where Vodafone can offer
their goods and services. Of course, society is affected by Vodafone because it is part of
the fabric of society
What processes are established to communicate with the stakeholder groups and receive
feedback? Can the process be improved?
Regardless of size and type of application, a project team operating in todays intergovernmental
environment is faced with a multitude of stakeholder relations issues. Project stakeholders have
not only a desire but a genuine need to know what is taking place within a project. Good
communication practices ensure that all stakeholders (both those actively involved and those
who will eventually be affected) are continuously and adequately informed. In addition to
communicating with stakeholders during the initial stages of project development, it is important
to continue to communicate throughout the entire process to make sure that everyone is aware of
and given opportunity to comment on and participate in the project activity. Just as important are
good working relationships that encourage stakeholders to participate actively in giving and
receiving information.
Many techniques may be used to establish and maintain good communications:

status meetings,
distribution of printed and electronic project materials,
Formalpresentations and so on.
For project team members, communications tend to be quite frequent and detailed

involving:
e-mail and phone messages,
status reports,
flow diagrams,
And face-to-face and electronic meetings.

For the broader community of stakeholders, they are more likely to involve:
briefing sheets,
newsletter articles,
And presentations at conferences.
The important thing to remember is to keep information flowing continuously to keep everyone
focused on the project goals and aware of the progress being made.
Conclusively, project managers must position their projects such that the sponsor, stakeholder,
and client buy the value of the projects intended business result. The business result has value
when it relieves a performance pressure. The projects success will be measured based on its
ability to relieve those performance pressures. Communicating the projects objectives to these
groups may include from brief conversations to extended meetings; from simple written
documents to material accessible online nevertheless, face-to-face meetings are the most
effective means of communicating and resolving issues with stakeholders. All stakeholders are
key players. Open lines of communication will assure project objectives are well understood.
What are the possible change management strategies available to promote culture change
in the organisation?
Changing your organizational culture is the toughest task you will ever take on. Vodafone
organizational culture was formed over years of interaction between the participants in the
organization. Changing the accepted organizational culture can feel like rolling rocks uphill.
Organizational cultures form for a reason. Perhaps the current culture matches the style and
comfort zone of the company founder. Culture frequently echoes the prevailing management
style. Since managers tend to hire people just like themselves, the established organizational
culture is reinforced by new hires.
Organizational culture grows over time. People are comfortable with the current culture. For
people to consider culture change, usually a significant event must occur. An event that rocks
their world such as flirting with bankruptcy, a significant loss of sales and customers, or losing a
million dollars, might get peoples' attention.
Even then, to recognize that the organizational culture is the culprit and to take steps to change it
is a tough journey. Here are my best ideas about culture change that can help Vodafone
organization grow and transform.
When people in an organization realize and recognize that their current culture needs to
transform to support the organization's success and progress, change can occur. But change is not
pretty and change is not easy

Vodafone Organizational culture change is possible. It requires understanding, commitment, and

tools.

Steps in Organizational Culture Change

There are three major steps involved in changing an organization's culture.
Before a Vodafone can change its culture, it must first understand the current culture, or
the way things are now. Do take the time to pursue the activities in this article before
moving on to the next steps.
Once Vodafone understand current organizational culture, Vodafone organization must
then decide where it wants to go, define its strategic direction, and decide what the
organizational culture should look like to support success. What vision does the
organization have for its future and how must the culture change to support the
accomplishment of that vision?
Finally, the individuals in the Vodafone organization must decide to change their behavior
to create the desired organizational culture. This is the hardest step in culture change.
Plan the Desired Organizational Culture
Vodafone organization must plan where it wants to go before trying to make any changes in the
organizational culture. With a clear picture of where the organization is currently, the
organization can plan where it wants to be next.
Mission, vision, and values: to provide a framework for the assessment and evaluation of the
current organizational culture, Vodafone organization needs to develop a picture of its desired
future. What does the organization want to create for the future?
Mission, vision, and values should be examined for both the strategic and the value based
components of the organization. Vodafone management team needs to answer questions such as:
What are the five most important values Vodafone would like to see represented in their
organizational culture?
Are these values compatible with Vodafones current organizational culture? Do they
exist now? If not, why not? If they are so important, why are you not attaining these
values?
What are the possible communication strategies available to promote the communication
programme of the organisation internally and externally? Which ones are the best for

organization? Make sure you consider that communication is a two way process that allows
for feedback from the groups as part of the communication strategy and also considers the
information you research.
One of the most important things that Vodafone will have to do is communicate effectively. It is
also one of the things that most companies struggle with. A big part of the challenge is that there
are so many different people you have to communicate with and it often has to be done in
different ways.
The main reason that Vodafone have to have good external communication is that it is largely
how they will establish their company's identity. A big part of marketing is building a brand and
this requires that Vodafone create the image for their company that they want it to have. In order
to do this Vodafonehas to make sure that they are sending the right message to their potential
customers. This requires good communication; a lot of companies get into trouble by saying
things that send the wrong message. This usually leaves them with an image that is different
from the one that they are trying to build.
External communication is also important because Vodafone will be dealing with a lot of people
from outside of the company who will need to know what is going on with the company. The
most obvious example of this is with the investors. In a lot of cases it can be hard to explain what
is happening with the company to people who are not a part of it since there is usually a lot of
corporate lingo involved or details that require a great deal of background knowledge. The result
is that there are frequently misunderstandings when trying to communicate with people outside
the company; this is something that needs to be avoided.
Internal communication is at least as important as external communication. The biggest
challenge here is that most communication is top down. That is it is usually management telling
the employees what to do. The problem is that this means that management often doesn't have a
clear understanding of what is going on. There are a few reasons for this but usually it comes
down to the number of layers that the communication has to go through to get to top
management. Usually by the time they get the message it has been so filtered and sanitized that it
doesn't represent what is really going on.
Other issue that Vodafone is likely to face when they are communicating, either internally or
externally is the need to do it in an efficient way. It can cost a great deal of money to
communicate if you have a lot of employees. Every phone call or document that gets made costs
money. That means that Vodafone want to reduce the amount of communications that are
necessary while still ensuring that the information gets where it needs to be. This can be a major
challenge but one that Vodafone has to strive to achieve.

Communication Strategies
As Vodafoneis building capacity for this initiative within city hall and with intermediary
community groups, communication is vital to ensure that both internal and external constituents
are kept informed and involved with process.

Internal Communication and Documentation Strategies

How will information be shared across departments? How will processes be documented for the
initiative?
Meetings This is accessible to all. The format could be all staff, inter-agency
working groups, etc.
Memos This is accessible to all and easy to distribute to all city staff.
E-mail blasts This is accessible to most and easy to distribute to all city staff that
have e-mail access and addresses.
LISTSERVs This is accessible to most, though posting only reaches those who are
signed up.
Social networking sites like Collective, Face book, Twitter, Meet up, and the Service
Connection Blueprint for Change Group. This strategy is accessible to most since not
all city workers have Internet access. Social networking makes getting feedback easy.
Blogs This is accessible to most. It is similar to LISTSERVs in that only those
monitoring the blogs receive information.
Text messages While this only reaches those who opt to receive text messages, it is a
very effective way to reach people who have mobile technology, but not computer
access.
External Communication Strategies
As your campaign branches out beyond your internal team, consider the following external
communication strategies:
Public forums, meetings, and focus groups This strategy can help you work with a
large group all at once.
Memos, paper surveys, and newsletters These can reach a lot of people,
particularly those without access to technology.
Grassroots public engagement campaigns via neighborhood-to-neighborhood or doorto-door outreach. This strategy can also reach a lot of people without any technology
requirements.
E-mail messages, online surveys, and e-mail LISTSERVs These can reach a lot of
people who have Internet access.

 Social networking sites like Service Connection, Collective, Face book, Twitter, Meet
up, etc. This strategy is accessible to most, and the capacity for easy feedback is a plus.
City website, and blogs - This is accessible to most. It is similar to LISTSERVs in that
only those monitoring the blogs will receive information this way.
Mobile applications and text messages - Again, this strategy reaches those who have
it as part of their wireless accounts and choose to receive texts. It is a very effective
way for some people to receive information.
Call centers - This is accessible to most people, but is limited by the people who use
the call centers to seek information. Making call center operators aware of the citys
service initiative can get this information out to people who are seeking information on
other city services.
Media partnerships, newspaper and/or magazine articles, and radio While this
strategy wont reach everyone, it is another great technique to reach and engage large
groups of people.
What are the most effective technologies to use to communicate to the different stakeholder
interest groups?
Technology has changed the way business operates. From payroll to email to corporate
intranets,technology is at the core of virtually all business processes. It is a key strategic asset
that can be leveraged to increase customer loyalty, drive sales, reduce costs and increase
profitability. You can use technology to work more effectively by increasing employee
collaboration and by integrating corporate data for decision making at all levels in the
organization.
Use technology to increase productivity. For manufacturing workers, productivity is measured in
terms of units of output. Advanced assembly line and quality control monitoring equipment can
help improve product quality and quantity.
For knowledge workers, productivity is the quality and quantity of interactions from which
companies derive benefits. Select the technologies to support these interactions by identifying
the value-added tasks and eliminating redundancies. For example, Cisco mandated the use of
video teleconferencing to reduce redundant travel; Intel and others use webinars to train
outsourced workforce members; and almost all companies use the Internet to communicate with
their stakeholders.
Invest in enterprise resource planning software. ERP systems integrate data from multiple
sources into one module, thus eliminating the need for separate finance, manufacturing and
human resources information systems. ERP vendors, such as SAP or Oracle, allow individual

modules to be purchased and installed. Although ERP systems can have high implementation and
training costs, they simplify business processes by making the integrated data available for
decision making across the organization.

Manage your global workforce through virtual technologies, such as instant messaging
and video conferencing. Identify potential problem areas due to cultural differences and
logistics, and resolve them by developing interaction protocols and norms. Supplement
virtual management with periodic face-to-face meetings, including one at the launch of
an offshore site.

Social Media
Utilize social media tools to increase collaboration. Firms often use social media to
connect their global workforce and foster collaborative and creative approaches to
problem solving. There is also a generational issue: people born between 1977 and 1997
tend to be more Internet and social-media savvy than the older generation.
Engage the workforce by soliciting feedback and facilitating problem solving forums.
Define the parameters of social media use through acceptable use policy statements: for
example, do not allow excessive use of company property for running personal blogs or
posting on social media forums.
Start small. Build an audience gradually and see if the tool increases productivity.
Provide training through webinars or lunch-and-learn sessions on how to use social media
tools effectively. Lead by example: use these social media tools for regular business, such
as posting new product launch messages, acknowledging the contribution of individuals
and teams, and initiating discussions on company strategy.
1. How can the proposals be coordinated to make sure the communication programme
is cohesive and relates to the organizations image, goals, plans, policies, and
standards?
PROMOTION & ADVERTISING STRATEGY
Promotion is one of the key elements of the marketing mix, and deals with any one or two-way
communication that takes place with the consumer.
Vodafone Company has gone through many phases of growth and diversification. Day by day
both public players and private players are putting in their resources and efforts to improve
telecommunication technology so as to give the maximum to customers. However the recent
regulatory developments are seemed to be negative for Vodafone as it will increase the number
of operator per circle which intensifies competition. Today Vodafone mainly focus on rapid

product innovation, building customer and retailers relationships and supply chain improvement
in order to improve performance.
Sales promotion is the process of communication with individuals, groups and organizations to
directly and indirectly facilitate exchange of goods and services by proper informing and
persuading one or several audiences or market segments to accept the proposed products. The
sales promotion is identify in some specific marketing need that then can be met with the
corporate products and the proper promotional activity.

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Sales promotion process involves and elaborate plan to assure that the money spent on promotion
are worth the effort and the subsequent results. The sender is the company that decides to create
a sales promotion message. The receiver is thetarget market or any other audience to which the
sales promotionmessage is directed. The whole sales promotionprocess involves the following
steps:
Encoding:
The promotional message is put and delivered to the target audience in the form of symbols.
These symbols usually are time bound and show some benefit to the target market
Decoding:

The promotional message in the encoded form is received by the potential customer and is
interpreted according to their frames of reference. One should understand that the same sales
promotion message might be interpreted differently by different people (Hopkins, 186).
Response:
After the message is decoded the customer/potential customer forms his/her opinion on the given
matter. Response is usually represented by the desire to buy/not to buy a given product/service.
Feedback:
After the sales promotion has been initiated the company then collects feedback in the form of
increased/decreased sales, customer calls, online orders etc.
Sales promotion then falls into two different categories that are aimed to lure the customers to
increase volume of purchases.

Trial Promotion:
This type of promotion is aimed at motivating customers to use our corporate products or
services for the first time.
Loyalty:
This type of promotion is aimed at increasing the chances of a given customer using the product
more than once.
A major challenge confronting Vodafone market is targeting retailers with relevant promotions to
induce them to buy more. Vodafone company faces challenges in:
Effective promotion planning
Accurate monitoring trade funds and promotion
Measuring the promotions effectiveness on sales.
Sales Promotion in Vodafone
Is created to target all or some of the following groups:
Target Market of the product/service.
Part of Target Market.
Different stakeholders of the organization who might also be the target market for
our goods/services.

Tools / Techniques Used in Sales Promotion

Sales promotion tend to be thought of as being all promotions apart from advertising, personal
selling, and publicrelations, for example the BOGOF promotion, or Buy One Get One Free.
Others include couponing, money-off promotion,competitions, free accessories (such as free
hand free with a new mobile), introductory offers (such as buy digital TV andget free
installation) and so on. Each sales promotion should be carefully costed and compared with next
best alternative.
Free samples
Premiums or Bonus offer
Exchange schemes
Price-off offer
Coupons
Fairs and Exhibitions
Trading stamp
Scratch and win offer
Money Back offer

Importance of Sales Promotion

For Manufacturers
Increases the volume of sales
Helps to introduce new products in the
market
Enables quick disposal of existing
stocks

For Consumers
Goods are available cheaper rate
Financial benefits to the customers
Generates awareness about new brands
Stabilizes the volume of sales
Creates confidence in the mind of
customers regarding quality
Raise standard of living

Issues Related to Sales Promotion: Theoretical Background

Sales Promotion usually is timed by the companies and the sales promotion results are viewed
over a muchshorter period of time than the corporate advertising. Sales promotion changes and
contributions indeed can beidentified much easily as compared to traditional advertising and
quantified with figures and .
The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior
Using longitudinal data from a convenience store franchise, the study found out that consumers
who were heavybuyers at the beginning of a loyalty program were most likely to claim their

qualified rewards, but the programdid not prompt them to change their purchase behavior. In
contrast, consumers whose initial patronage levels werelow or moderate gradually purchased
more and became more loyal to the firm. For light buyers, the loyaltyprogram broadened their
relationship with the firm into other business areas. Thus there is a need to considerpatronage to
decide rewards for loyalty programmes.
The old studies emphasized that retailers success in international markets was contingent upon
their knowledgeof culturally-defined values, norms and behavior that influence consumer
decision making and impactacceptance of products and services. The study examined consumers'
store patronage and purchase behavior,acceptance of brands, perceptions of retailers' products
and services, and perceptions of the impact of foreignretailers on local communities. It found out
that the perceptions differed regarding quality, fashion ability, product assortment, extent and
quality of customer service, convenience of location, payment options, national brands andstore
layout.
Consumers' acceptance of brands was a function of age, household income, apparel product
country ofmanufacture and price.
In order to increase the brand awareness one is able to use things like direct mail, PR, or various
sponsorshipcampaigns. Advertising is not promotion which builds awareness and imagery of
the companys products andservices, let alone the needed brand values. Nevertheless, sales
promotion appears to provide moreresults as compared to advertising to smaller businesses just
because promotional activity can be much bettertargeted than advertising.
In identifying the buyerseller relationships for promotional support results indicated that
monetary support wasregarded as the most important promotional support. A positive and
significant correlation was found betweenitems the buyers perceived as important and the
frequency of offerings of these items.
Sales promotion is conducted to increase the volume of purchases, thus, as one can understand,
the customerswith brand insistence are not likely to switch to the product despite the sales
promotion. The products withinferior quality after the sales promotion will be immediately
refused by the market, because in my opinionnothing can kill a bad brand faster than sales
promotion and advertising. Yet, assuming that the product possessesoutstanding qualities and
price, one should still conduct sales promotions to a degree so that the potentialcustomers
accumulate enough to develop a habit of buying and using the product.
In the context of Loyalty Programmes on Repeat Purchase Behavior it finds that loyalty
programmes did notsubstantially change market structures. When all companies had loyalty
programs, the market was characterizedby an absence of change of the competitive situation.
As for the impact of sales promotion on Brand equity the relationship appears to be less direct.
There can be areserve relationship observed in the consumer-based brand equity perspective, i.e.
as sales promotion increases thecustomer brand loyalty, it at the same time improves the
consumer-based perspective of the brand equity.
Sales Promotion in Vodafone
Sales promotion by creating Brand equity thus creates some added value for a given product.
The way Vodafone firms sales promotion, given an approximate idea about its trends. At the
launch of themobile service, it promoted as life style product.

Vodafone promotes its services at the name of the brand ambassadorby focusing its photo
oncoupon cards and SIM. After the initial publicity passed away, one of the famous singer can
gave his famous ring tune as itsadditional value promotion. All the other companies have
variously tried other gimmicks to sell their connections.
However the land scrape charged after Telestraclear came in the mobile services. With the
launch of prepaid serviceson premium or bonus offers to promote and cover the target customer.
The icing of the cake goes to Vodafone. They apply the simple tool of free service coupons with
everynew sell purchase of LG handset; it was hit of all sorts.
Vodafone also promotes typically government mentality for awarding the contract to lowest in
the tender process in thisregard. It applies fair and exhibition at local and state level and become
the sole service provider on someplaces.
It could apply price off offer cards to target the specific customers with specific needs. For
example it introducedfriend card and senior citizen card.
To target the business offers of flat rate for making STD calls to anyone across its network
isunparalleled. R-connect are its trading stamp that differentiated Reliance early on from other
operations.
Following this Vodafone introduced its Vodafone Live! And also introduced value added cards,
which would help todownload ring tones and other fancy stuff.
3-G enabled handset prices and network accessibility fall down to manageable levels
WAP and GPRS are heavily promoted. The real differentiation would be the quality of venture
in the rural areasand the reach of the network.
PROPOSAL OF PLAN
Sales promotion plays a vital role while making purchase decision for new connection.
In the Vodafone industry the most important factor of promotion is Price-off-offers and coupons
which affect thepurchase decision on a customer.
Most of the people like value added cards and coupons in bulk connections.
Majority of the people believe that advertisements provide information about the offers, so
companies should tryto deliver all information about the plan and offers through advertisements.
Most of the people buy new connection which having premium offers with scratch and win offer
for their friendsand family.
Festive season is one of the best seasons for sales promotion in Vodafone industry.
Customer focuses on network service first, and then price offers.
Sales promotion does have impact on the brand loyalty and brand equity, if the product is of no
good quality-salespromotion will be useless. If the competitors present better products, support
services for that product etc., salespromotion will once again lead to little result. If products are
generic, sales promotion is not likely to make muchimpact on brand loyalty and brand equity .
RESEARCH RESULT
Usage of sales promotion activities has a direct impact on behavior as it motivates a consumer to
buy now ratherthan in future, enhances value of an offer temporarily till the promotion period,
encourages switching, reinforce or rewardloyalty etc. Broadly, objectives set for these activities
are
i)
to generate store traffic,
ii)
to move excess inventory

iii)
iv)

to enhance store image and

to create a price image (high or low).
Traffic building is achieved by special eventpromotions like Christmas, NewYear
promotions; inventory reduction through end of season sale; creation and
buildingstore image through feature advertising and displays and joint promotions
and price image by highlighting the discounts.It helps consumer reduce not only
financial risk but also psychological and social risk by making consumer confident
ofhis purchase, conformation to group norms by shopping at famous stores/brands
and possibility of acquiring well known branded during promotions. Promotions may
induce non buyers to walk in to the store and loyalty programmes mayencourage
buying more, more often or upgrading to better quality. Exciting promotions also
have tendency to generatepositive word of mouth and help consumer feel a smart
shopper. Thus not only utilitarian benefits like, saving of money,time or quality up
gradation but hedonic benefits like feeling confident, feeling of excitement and
entertainment etc.Sales promotion can help management to improve:
Production distribution width
Retailers relationships
Consumption
Consumer prevention and
Price negotiation
It has been concluded that sales promotion is the element of the promotional mix that is aimed at
increasing thevolume of products sold. In order for the sales promotion campaign to become
successful, the VodafoneCompany needs tounderstand the following:
What audience is likely to buy our service?
What responses need to be achieved?
How the target group will decode our message.
What media should one use to properly deliver sales promotion message.
Brand loyalty, on the other hand is the customers conscious or unconscious decision as
expressed through hisbehaviour to purchase the given brand.
Future outlook
Vodafone sector is likely to grow with growing NZ economy. Many multinational players either
have alreadyplunged into NZ market or plan to do so. They will bring many promotional
practices which they have been followingin developed markets which will increase the use of
sales promotion activities even further. These brands will have towithstand turbulent conditions
and learn to survive. If the role of such activities is understood well it may help any player along
way to survive and grow.

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