INTRODUCTION The company was founded in 1982 as a joint venture.

. The name was derived from the newly-found company's goal of establishing both voice (VO) and data (DA) services over a mobile telephone network. Speechmark logo, suggesting conversation. VISION To enrich our customers lives through unique power of mobile communication. ADVERTISING AND PROMOTION TOOLS USED BY VODAFONE Vodafone endeavors to ensure that customer needs are at the center of the center. Vodafone seeks to use its understanding to deliver relevance and value to each customer and communicate to them on an individual, household, community or business level, with the ultimate aim of encouraging customers to stay with Vodafone for longer period and promote it. Vodafone has created a Global Customer Value Management team to support operating companies with their aim to engage with customers directly through a data driven approach, linking all the elements of customer interactions to deliver exceptional service and consistency in their approach while financially optimizing decisions made via branded customer experience across all touch points. Vodafone customer knowledge driven organization aims to make the most of deep customer understanding by approaching customers with the most appropriate product. This approach has created an image for Vodafone that they listen to customers, delivers value and enhances their experience. DIRECT MARKETING Vodafone products and services are available directly through Vodafone stores and Vodafone websites, and indirectly through third party service providers, independent dealers, distributors and retailers, to both consumer and business customers. MOBILE ADVERTISING They are promoting their products through the third party advertising like they do banner advertisements on Vodafone live!, opt-in SMS and MMS messages, alerts or sponsored messages, mobile TV or video advertising or in-game advertising. ONLINE ADVERTISING Online advertising is a new but fast developing area for Vodafone. Vodafone has branded websites, offering information on the ever growing range of products and services. If we compare both mobile with online than 2-3% is for mobile and only 0.12-0.18% for internet.

ADVERTISING AGENCY The ads were created by Ogilvy & Mather, an agency under Executive Creative Director, Rajiv Rao, South Asia. OgilvyInteractive creates digital marketing and technology applications across all interactive channels for major global and national brands. Living and growing in every Ogilvy unit OgilvyEntertainment, Ogilvy Public Relations, OgilvyAction, OgilvyDigital Innovation Labs, Ogilvy Healthworld and Neo@Ogilvy OgilvyInteractive is our digital force with a global reach extending to 50 countries and a workforce of close to 4,000. OgilvyInteractive offers a comprehensive suite of services:

Digital Strategy: marketing strategy, digital branding strategy, digital business modeling, user research, customer segmentation;

Brand Experiences and Platforms: cross-platform user experience design, multi-platform interface development (web, mobile, gaming, interactive/IP TV, in-store, out-of-home) and branded content & entertainment;

Site Design & Development: user experience design, web application design and development, database and marketing systems technology consulting;

Online Advertising: creative and technical development (banners, rich media, video, text), digital media planning & buying, search marketing (SEO/SEM);

Social Media & Word-Of-Mouth Marketing, including digital public relations & digital influencers engagement;

Direct & Performance Marketing: eCRM, email marketing, SMS, ecommerce, analytics, reporting, and optimization. CONSUMERS Vodafone is adopting multi-segment approach; they are offering a series of differentiated products to their respective markets. They have targeted those customers who want to use VAS so that they dont use their mobile only for connectivity but also for other features which Vodafone is providing.

STP
Segmentation on the basis of:-Income -Age - Service usage - Life of service - Geographic Condition -Nature of customer Institutional Sole Segmented on the basis of types of services used. Urban and rural region customers were separated out.

Targeting Vodafone is adopting multi-segment approach; they are offering a series of differentiated products to their respective markets. Home calling cards for the families of those professional who use to work abroad. Rs. 10 recharge for small user. Cheap SMS facility for youth. Facilities for circle users. Different kinds of VAS services were offered for different kinds of customers. Urban customers were more in focus. Positioning They are talking about the exclusivity of the network and the services they are offering to the customer. SOURCE, MESSAGE AND CHANNEL FACTORS SOURCE: - Vodafone ads have always been creative and celebrity like ZooZoo. MESSAGE: - They want to educate the customer about their services through their ads. For this they used the ZooZoo which has given them an competitive edge because of their innovation.

CHANNEL: - Vodafone has mainly focused upon the broadcast media and centered on television commercials. It has also been successful in promoting ads on print media too. The ad in which Adam is featured generates comic appeal. In broadcast media, they have chosen theater screen. Vodafone has advertises in magazines but the main channel through which it promotes its brand is television. Although it uses internet also for selling its product but television commercials are innovative and creative.

ADVERTISING OBJECTIVE AND ADVERTISING BUDGET Vodafone has invented the ZooZoo: a special character created specifically to convey a value added service (VAS) offering in each of the newly released commercials. Another objective of Vodafone is that they want to educate the customers about their cellular telephony. BUDGET: - Advertising an animation is 10-15 times costlier than real people. To reduce the cost they have used real people and low cost costumes because so this 30 advertisements cost only Rs 3 Crores for 20-30 sec long.

CREATIVE ASPECT ZOOZOOs are part of a unique, fresh and innovative advertisement strategy that has far outdone the strategies of Vodafones competitors. ZooZoo is like cartoon which we used to watch as kids so this invokes pleasant memories and fantastical world we used to live as children but branded by Vodafone. This does not lead produce bias of any kind (class, creed, religion) Vodafone has created brand image across market by ZooZoo. In fact, it can be said that the latest commercials by Vodafone featuring Zoozoos have hit the Indian market like a storm. They have caught attention, became popular and will now probably go into history as one of the most brilliant advertising idea for the industry. With ZooZoo they have created 30 different TVCs for VAS including- Cricket alerts, beauty alerts, phone backup, Chota credit, Vodafone maps, Vodafone call filter, Live games, Musical greetings, etc 20-30 seconds duration with the ad message about the VAS. Ending with Make the Most of Now. MEDIA STARTEGIES Vodafone wants to create viral marketing and they were successful in their efforts. Their strategy captured imagination of millions across the country. Every age group was interested in the ad and the related VAS products; they have created a curiosity about the characters.

 Advertisements in TV, Print, Radio, Hoardings Value added services ads Visual ads supported by Print ads. ZooZoo ads on TV, Radio and Hoardings. Events 1) 15% of commercial ads at the time of IPL 2 and this has made the Vodafone 85% most visible brand on the screen. 2) Jogajoger Utsab during Durga Pooja in Kolkata. 3) Navrati special caller tunes contest in Gujarat Jhumo aney Jeeto. 4) Sales Promotions Special prepaid bundle for Diwali. Internet Used Facebook for building a community, dedicated microsite like What kind of Zoozoo are you? Official fan page of Zoozoo on Facebook and you can download ringtones, Wallpapers, Screensavers and videos of ads from the net.They have uploaded videos which had 3 million likes in 3 weeks.

REFERENCES

www.ogilvy.com www.vodafone.in Economic times