CASE STUDY ON VODAFONE (BASED ON CREATIVE STRATEGY)

Vodafone is the largest telecoms company in Europe with 191 million customers and a presence in 26 countries worldwide. It is an extraordinary success story. Vodafone has gone through very rapid expansion for the last two decades the 112 billion hostile takeover of Mannesmann in 2000 being just one example of its commitment to becoming a global leader to deliver against a strategy of accelerated customer growth and geographic expansion. The challenge In 2005, the Chief Financial Officer set out to develop a global finance vision and strategy for Vodafone. The objective was clear: to align its 18 disparate and largely autonomous operating companies and transforms the organization by embracing pragmatic and innovative working practices. The approach Vodafone and KPMG worked together as a team to ascertain the current position of Vodafone s global finance function, to benchmark it against best practice and to identify an agreed view of how the organization could develop with an effective and pragmatic high level plan. The first delivery phase involved the formulation of a global vision and strategy together with a roadmap for implementation and a business case to underpin the plan. Critical to our proven approach is a highly structured workshop to build a common finance vision that draws on a solid understanding of the finance function today and its potential for the future. The result Following a review of Vodafone s global finance function, their finance leadership team and the global finance organization is now completely aligned with a single vision and strategy. This vision was cascaded to the top 200 finance managers and enthusiastically received. The benefit
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better support for the business improved quality of management information unified finance team simplified processes reduced costs improved talent pool.

CREATIVE STRATEGY OF VODAFONE

Vodafone has given birth to the Zoo zoo: a special character created specifically to convey a value added service (VAS) offering in each of the newly released commercials. 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 creatives and clever marketing. In the first 10 days of IPL (Indian premier league) it has reached a cumulative of 89 million people. This is a wonderful strategy adopted by Vodafone. This has helped the company to raise not only its profits through sales but has also tremendously increased its brand value.

Zoo zoos 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. The aim is to release approximately one ad a day, to sustain interest till the end of the IPL.