Vodafone India Limited, formerly Vodafone Essar Limited, is the second largest mobile network operator in India after

Airtel by subscriber base. It is headquartered in Mumbai, Maharashtra. It has approximately 160 million customers as of
December 2013. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in
the metros. Vodafone India provides 2.75 GSM Services based on 900 MHz and 1800 MHz digital GSM technology.
Vodafone India launched 3G services in the country in the JanuaryMarch quarter of 2011 and plans to spend up to $500
million within two years on its 3G networks Vodafone added maximum subscribers in July 2014, with 13.6 lakh new users
joining its network to take its base to 17.12 core. Vodafone is the second largest player in telecom operator in India
after Airtel with a market share of 22.95%. To enhance their value &make them difference they create the customer
profile .Then they have used IMC tools to make them successful.
Table: Customer profile of Vodafone in India
Demographic

Geographic

Psycho-graphic

Age: 14 to 35 years
Income: lower or middle income, Business
or Young People.
Occupation: Student, Business people
Gender: Both Male and Female.
Location: Rural and semi-urban markets are
fast emerging as profitable market segment.
Area: Andhra Pradesh, Assam, Bihar and
Jharkhand, Chennai, Gujarat, Jammu &
Kashmir, Karnataka etc.
Preference: Strong network &affordable
Attitude: Positive& unique
Perception: Network based, price based
Lifestyle: very frequent usage rate

1. Advertising: They arrange commercial advertisement in various popular TV channels such as Star plus, Star Gold, Star
Jalsa, Sony TV, Discovery TV, Star sports etc. Their advertisement slogan is, "Whenever you go our Network Follows
you. They have arranged 24 hours road block on Star TV network. The Commercial shows Hutch dog moving out of
pink house and moving into red house. The tagline Hutch is now Vodafone" translated in multiple languages. By the
introduction of the advertisement character like Zoo Zoos also helped Vodafone to position because the advert was highly

appreciated by the customers and was a great hit. Cricket is thought as a religion in India, sponsorship in IPL 2020 cricket
also positioned Vodafone very well in the Indian market.
2. Interactive Marketing: Its maintained interactive marketing by creating Facebook fan club, twitter and YouTube.
To response customer feedback they maintain Vodafone website-mail l& blogs. As a result customers can easily know the
latest campaign and information.
3. Direct Marketing: Advertising techniques that can include cellphone text messaging, email, interactive consumer
websites, online display ads, database marketing, fliers, catalog distribution, promotional letters, targeted television
commercials, response-generating newspaper/magazine advertisements, and outdoor advertising. Their message
appeared in 150 towns & 400,000 shops hoarding, billboards & kiosks
4.Sales promotion: Vodafone is promoting "Delights" a world of exclusive deals of discounts ,with a TV advertising
campaign featuring school girls in black and white films. "Classroom, Cycles and "Annual day" show the emotional
responses associated with receiving special gifts. Vodafone had arranged "Race Contest in October 2011. One of the
winners of the Vodafone Race to fame contest with Lewis Hamilton and Jenson Button. Vodafone has introduced various
new beneficial schemes/offers to attract the customers like various talk time offers, validity offers, Bonus Cards, Tariff
offers, low cost handsets etc. for the prepaid users and ISD, STD, SMS, MMS offers, iPhones and Blackberry
handsets to the post-paid users (Vodafone, 2010).
5. Publicity/Public Relations: Vodafone uses hoardings also in order to promote their company and the new services or
tariffs plans that they are coming up with. This strategy helps in making their target audience aware of their upcoming
plans. A series of hoardings deployed with creative using 3D effect wherein "Super" ZooZoo was breaking the Hoardings
and in the last creative emerges at the Superman. Vodafone undertakes social activities on a huge scale. The Vodafone
Group Foundation is committed to providing assistance in the area of disaster response. Its main aim is to develop
partnerships which enhance long term disaster response and preparedness activity, working with organizations such as the
United Nations Foundation, Oxfam and Map Action. It also seeks wherever possible to make a direct contribution in
response to critical humanitarian crises. The Safaricom Foundation and The Vodafone Group Foundation, together donate
KShs 15,000,000 towards humanitarian relief in Kenya.
My opinion about Vodafones IMC Campaign:
In my point of view, Vodafone is very popular mobile operator. Everyone knows TV is the old-fashioned and also
common medium of adverting. To create a unique image, Vodafone selects TV advertisement most. Vodafone aims to
provide the best, in terms of coverage and connectivity to its customers all over India. There are more benefits like, the
lower tariff facilities, best network, monthly bonus, free MMS and SMS, easy load, lower cost for using 3G internet for
student package.