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Vodafone's Zoozoo campaign was introduced with the primary slogan of promoting its Worth Added Solutions (VAS) in India. Vodafone was attempting difficult to record the VAS Area due to the fact that it is a prospective golden goose for cellular business. As Vodafone was a brand-new brand name in India, it had a tough job to develop their cellular value included services Vodafone has presented a new characters called the Zoozoos. A number of advertisements in which the Zoozoos included were revealed on television during the Indian Premier League (IPL), a cricket tournament which was begun only in the year 2009.
Vodafone likewise wished to make the many of the IPL as it is a crowd puller. (Vodafone). In those ads Vodafone tried to display all the Worth included services that they need to offer to the consumers through various style particular ads. Each of the ad was specific to one specific Value included service and focused on the exact same to make the consumer comprehend the service they are offering.
What is the marketing objective?
Awareness of their services.
The main motto of this project is to increase the awareness of worth added services supplied by Vodafone like 3G, Sports notifies, Style idea. Each of the ad specified to one specific worth added service and revolved around the exact same to make the customer understand the service. Zoozoos were used in all these various ads to show which all Value added services are offered on the Vodafone's menu card to use to their consumers.
The main marketing objective for Vodafone is to increase sales and earn a profit. Vodafone is searching for a great ROI (return on financial investment), the entire purpose of the project is to be in earnings by increasing their clients.
Vodafone goal to have the very best mobile network in India, supported by leading IT systems. This suggests offering our consumers far-reaching protection, a very trustworthy connection and increasing speeds and data capability with low rates. (Method) What is the placing technique?
Vodafone helps people take pleasure in richer interaction, anywhere, anytime. Always dependable, constantly easy, constantly excellent worth ... passionately delivered. (Vodafone).
To keep its leading edge, Vodafone is continually looking to add value to the services it provides and to the packages it offers to customers (Vodafone).As of now Vodafone is the providing their customers with several value added services like 3G and GPRS services with low coat compared to their competitors which will attract the customers to words them.
Vodafone has two kinds of distribution channels of its services to their customer. In direct distribution, Vodafone directly owns and manages store under the brand name of Vodafone. These stores provides the services to the customers and provides the required support when the customers needed. Vodafone also sells its products by using the franchise and the exclusive dealers all around India. Vodafone also operates post-paid outlets and mini stores to sell their services. It also provides internet payment portal to their users and make it simple to them.
What is the communications objective?
A key communication objective is to motivate customers to use the value added services offered by Vodafone. Each of the advertisement was specific to one particular VAS service and revolved around the same to make the customer understand the services offered to them and to increase the sales by doing so. Does it succeed?
Zoozoos campaign has 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, Zoozoo created a huge audience for them, giving a boost to the Vodafone brand (Vodafone). Zoozoo advertisements helped Vodafone increase its customer base by 3.8 % and 7% of Vodafone’s service revenue comes from browsing data (ZooZoo). The campaign has used a lot of media tools, such as TV commercials, newspaper advertising. The campaign helps to improve their brand image and product awareness.
Zoozoos becoming more popular than the network itself .The campaign used the art of depiction of man in the form of cartoon characters. This technique which seemed appealing to the urban population had interpretation problems at the rural level. The main cause for this was obviously low literacy levels in the rural areas which engendered a feeling of suspicion and weirdness in their minds.
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