Vodafone Essar is a subsidiary of Vodafone Group operating in India. The document discusses Vodafone's operations in India, its products and services, a PEST analysis, segmentation, targeting, positioning, and competitive strategies. It also outlines an IMC plan to increase brand awareness and customer base through advertising, print media, and outdoor advertising.

1. IMC Plan for Vodafone Assignment Presentation by: - Akhil Gupta, Student, ISMC Roll No. 1 [email_address] Presentation to: - Ms. Ashita Agarwal Director ISMC, Noida

12. Players of Indian Telecom vodafone

13. Competitive Growth of all Telecom companies

14. Competitive Analysis (Market Share as on 30/09/07) 100225 Shyam (CDMA) 161016 HFCL (CDMA) 1153357 BPL(GSM) 2045322 Hutchison Telecom(GSM) 2772120 MTNL(GSM) 3481710 Spice(GSM) 8039355 Aircel(GSM) 18671860 IDEA(GSM) 19497738 Tata (CDMA) 30303230 BSNL(GSM) 33612224 Vodafone Essar(GSM) 35635249 Reliance (CDMA + GSM) 48875664 Airtel(GSM) Total Subscribers Group Company

15. Target Markets in India

25. The Marketing Background Worksheet Marketing communication will help Vodafone to communicate the right message in the right way. Marketing Communications 6 To be the market leader by the end of 2010 and to build brand salience. Marketing Objectives 5 AirTel is positioning itself on the basis of functionality and efficiency Competitive Evaluation 4 My business broadly comes from consumer market from Urban areas. Source of business 3 Market Assessment 2 Mobile Service Provider Product Descriptions 1 Questions Key Considerations S. No.

27. The Decision Grid same College going students, Businessman, Professionals, Working Members. User Owner User of Mobile Purchaser Owner and his peer group User of Mobile. Decider Peer groups, retailer & profit margins Children and Peer groups Influencer Owner, Demand of Product in the market User of Mobile, Peer Groups. Initiator Trade Consumer Role Target Audience

29. The Behavior Sequence Model (communication based) - - -- - - - -- - - - - - - -- - - - - -- - - - - -- - - - - Purchase Facilitation, Brand Attitude How is it likely to occur - - - - - -- -- Offers and promotions should be clearly visible Visibility, be in the top of the minds of the customer Brand Attitude Timing of purchase - - - - - - - - Retail Outlet of service provider New offers and new product launches Purchase Intention Where purchase is likely to occur Feedback Brand Attitude Product Information Category need, Brand Awareness Decision roles involved Usage Purchase Information search Need Arousal Consideration at each stage Decision Stages

30. The Behavior Sequence Model (purchase based) Data Inputs (1) What (decision stages) (2) Who (roles) (3) Where (location) (4) When (time & timing) (5) How (description) Need Arousal Purchase Information Search & Evaluation Usage User (target audience) Peer Groups, user, family Members, Children's User, Head of the Family User (target audience) Working Place While Shopping, Watching TV, Having Discussion with Peer Group Retail Outlet, Company outlet Workplace, Home At the Time of promotion, not specified Before purchasing the product i.e. @ need arousal At the Time of promotion or any time After making purchase Life Style, Workaholic TV Ads, News paper, Internet, Pops, Outdoor Advertising Cash or credit card SMS, Calls, Internet

31. The IMC Task Grid M-Commerce By offering new services User and Peer Groups Brand Recall Usage Sales Promotion Point of Purchase, Promotions User of the mobile Be in the top of the mind of the consumer Purchase Brochures, Pamphlets, Web Out of home and Ads on TV Children Brand Recognition Information Search/ Evaluation TVC, Outdoor Advertising, Print Reading Newspaper & watching news User of the mobile Need Recognition Need Arousal List best IMC option for satisfying each communication task Determine best way of reaching primary target audience group at each stage Determine primary target audience group to reach at each stage List specific result desired from the appropriate communication effect needed at each stages From Decision Grid list appropriate decision stages IMC Options Where and When Target Audience Communication Task Decision Stage

32. Thank You!