This document discusses Vodafone's marketing strategy in India using Zoozoos characters. Vodafone launched Zoozoos to represent their value added services in commercials, creating a viral marketing campaign. The Zoozoos became instantly popular on social media and television, with videos receiving millions of views within weeks. This low-cost advertising strategy established a strong brand presence for Vodafone in India and helped them become one of the top mobile carriers in the country.

2. Multination corporation (MNC) are
often divided into three broad
groups :-
Horizontally integrated
multinational corporations
Vertically integrated
multinational corporations
Diversified multinational

3. Multinationals have played an
important role in globalization .
Given their international reach and
mobility , many countries and
sometimes regions within countries ,
sometimes compete with each other
to have MNC’s locate their facilities (
subsequent tax revenue ,
employment and economic activity )

4. One Billion plus population
India amongst top 10 largest
economies , 4th largest in terms of
purchasing power parity
250 – 300 Middle Classes
Gross Domestic Product ( G.D.P)
growing over 8-9% . Makes it one of the
fastest growing economies.
Easier Access to Capital

5. Sustaining a high level of
investment
Technological gap
Exploitation of natural resources
Undertaking the initial risk
Development of basic economic
infrastructure
Foreign exchange gap

6. MNC’s have become vehicle of
technology to the developing countries.
Greater employment and career
opportunities are provided by these
MNC’s
MNC’s make commendable contributions
to the inventions and innovations in the
host country
Practice of MNC’s bring to the host
country , latest technique in the fields

7. MNC’s create monopolies in the
market and eliminate local
competitors
MNC’s may create depletion of
resources due to its continuous use
by overseas countries
MNC’s generally import raw
material due its overuse by
overseas companies

8. The name Vodafone
comes from Voice data
fone, chosen by the
company to
“Reflect The Provision
Of Voice And Data
Services Over Mobile
Phones.“

10. Vodafone's original logo, used until the
introduction of the speechmark logo in 1997
In 1980, Sir Ernest Harrison OBE, chairman of Racal Electronics plc's, the UK's largest maker of
military radio technology, agreed a deal with Lord Weinstock of General Electric Company plc to
allow Racal to access some of GEC's tactical battlefield radio technology. Briefing the head of Racal's
military radio division Gerry Whent to drive the company into commercial mobile radio, Whent
visited GE's factory in Virginia, USA in 1980.
In 1982, Racal's newly formed Racal Strategic Radio Ltd subsidiary won one of two UK cellular
telephone network licences, with the other going to British TelecomThe network, known as Racal
Vodafone, was 80% owned by Racal, with Millicom holding 15% and Hambros Technology Trust 5%.
Vodafone was launched on 1 January 1985.Racal Strategic Radio was renamed Racal
Telecommunications Group Limited in 1985.On 29 December 1986, Racal Electronics bought out the
minority shareholders of Vodafone for GB£110 million.
Under stock market pressure to realise full value for shareholders (the mobile unit was being valued
at the same amount as the whole Racal group), in September 1988, the company was again renamed
Racal Telecom, and on 26 October 1988, Racal Electronics floated 20% of the company. The flotation
valued Racal Telecom at GB£1.7 billion On 16 September 1991, Racal Telecom was demerged from
Racal Electronics as Vodafone Group.

11. 21st century
The headquarters of Vodafone Romania in Bucharest.On 28 July 2000, the Company reverted
to its former name, Vodafone Group plc. In April 2001, the first 3G voice call was made on
Vodafone United Kingdom's 3G network.In 2001, the Company acquired Eircell, the largest
wireless communications company in the Republic of Ireland, from eircom. Eircell was
subsequently rebranded as Vodafone Ireland. Vodafone then went on to acquire Japan's third-
largest mobile operator J-Phone, which had introduced camera phones first in Japan.On 17
December 2001, Vodafone introduced the concept of "Partner Networks", by
signing TDC Mobil of Denmark. The new concept involved the introduction of Vodafone
international services to the local market, without the need of investment by Vodafone. The
concept would be used to extend the Vodafone brand and services into markets where it does
not have stakes in local operators. Vodafone services would be marketed under the dual-
brand scheme, where the Vodafone brand is added at the end of the local brand. (i.e., TDC
Mobil-Vodafone etc.)
In 2007, Vodafone entered into a title sponsorship deal with the McLaren Formula One
team, which has since traded as Vodafone McLaren Mercedes.In May 2011, Vodafone Group
Plc bought the rest of the shares of Vodafone Essar from Essar Group Ltd with value of
$5 billion and became a solely owned of Vodafone Essar.

12. Vodafone in INDIA came with
acquiring Hutchison essar
limited.
Vodafone was launched
officially on 21st September
2007.
Than on hutch was rebranded

13. Vodafone has given
birth to the Zoozoo:
a special character
created specifically
to convey a value
added service (VAS)
offering in each of
the newly released
commercials.

14. Vodafone has come with creative
advertising campaign for its various
plans.
This strategy has captured the
imagination of millions.
The strategy is a buzz that lives up to the
brand image of great creative's and
clever marketing.
In the first 10 days of IPL (Indian premier
league) it has reached a cumulative of 89
million people.

15. This has helped the company to raise not only its
profits through sales but has also tremendously
increased its brand value.
Zoozoos have become so popular that Vodafone
has succeeded in its effort of viral or buzz
marketing. Their add campaign has gained so much
popularity all over the world.
The viewership for the add is highest among all
the adds. What’s interesting is that there are
some 25 such commercials planned under this
campaign, 10 of which are already on air.

16. Zoozoos have been
successful in giving
Vodafone a makeover and
establishing maximum
brand presence.
The charm of the Zoozoo
was itself a great self-
marketing strategy and
they were instant success
among masses. Within few
days, Zoozooz created a
huge audience for them,

18. Zoozoos dominating social
networking sites.
Created Strong
Association.
Wallpapers, ringtones, vid
eos, contests.
pictures, stories etc of
Zoozoos.
Videos had 3million hits in
3 weeks.
Most watched video.
Most watched brand in
breaks.
Vodafone becomes INDIA’s

19. Low cost ads made a very good impact.
Zoozoo Concept highlights the presence
of Vodafone in India very dominantly.
The strategy of strong advertising not
only saves lots of money but also
creates a positive impact in society
regarding their brand.
Advertises more relate to common man
,leads to more customers.
Within a very short period they acquire
3’rd place in communication market.