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PRESENTED BY:

Group 2.1

Sumit Mukherjee
Soumen Chatterjee
Trishita Kar
Rajarshi Gangopadhyay
Ankita
Rinka Saha
Richa Seth

1 Group 2.1 Unitedworld School of Business, Kolkata Campus


Akansha Bhotra
We are committed to building the world’s most valuable
communications brand
‘To be the World Leader in Mobile Communications………….’

Vision, 2001

2 Group 2.1 Unitedworld School of Business, Kolkata Campus


Our global brand building journey started only 7
years ago, and has had a number of distinct phases

OpCo ‘How are OpCo ‘How are


You?’ You?’ and Vodafone
Executions live! executions

Pre 2001 2001 2002 2003 2004 2005 2006 2007

Brand “How Are You?” Vodafone live! ‘Make the Most MTMON
Migration Launch launch of Now’ Launch Tone of
“Hello” Voice

3 Group 2.1 Unitedworld School of Business, Kolkata Campus


We have also built the brand by unifying what was a
proliferation of sub brands under a single brand hierarchy

MasterBrand

Products&Services
The proliferation of sub-brands was hindering
our ability to build Vodafone as the leading
brand in our category In a single brand hierarchy, there is only
one brand; everything else is information
to help customers navigate (this drove the
implementation of our current naming
strategy)

4 Group 2 .1 Unitedworld School of Business, Kolkata Campus


As a result we have achieved tremendous growth in
our brand awareness and preference

E vEvolution
o lu t io n o fofS Spontaneous Awareness
p o n t a n e o u s Aw a r e n e s s ofor
f V o d a fo n e B ra n d Evolution of Preference for Vodafone Brand
Vodafone
( G lo b a l LBrand
e v e l)
100 8 2 .0 %

90 8 0 .0 %

80
7 8 .0 %
70
(Weighted based on countries' mobile populations)

7 6 .0 %
60
Spontaneous Awareness Level

Preference amongst Users


50 7 4 .0 %

40 7 2 .0 %

30
7 0 .0 %
20 S p o n ta n e o u s Aw a r e n e s s
6 8 .0 %
10

0 6 6 .0 %
FY 0304 FY 0 405 FY 0 506 FY 0607
Q2

Q1 Q4

Q2
Q3
Q1 Q4

Q3
Q1 Q4

Q3
Q1 Q4

Q2
Q3

Q2
Q3
Q1 Q4

Q2
Q3

Q2

Q2

Q1 Q4

A n n u al P e r fo r m a n c e
0

4
1

6
200

200

200

200
200

200

200
Q1

C o m p e t itio n V o d a f o n e
J a n u a r y 2 0 0 0 - J u ly 2 0 0 6

5 Group 2.1 Unitedworld School of Business, Kolkata Campus


Our brand is built on a foundation of a number of strategic
components, with the Marketing Framework at their heart

BRANDED CUSTOMER
EXPERIENCE

MARKETING
FRAMEWORK
BRAND
COMMUNICATIONS BRAND
VALUES &
ENGAGEMENT

6 Group 2.1 Unitedworld School of Business, Kolkata Campus


The Marketing Framework is the cornerstone of our
Brand Strategy

Where are We will be the communications leader


we going? in an increasingly connected world
BY
Why are we Helping our customers make the most of
here? their time
BY
What do we Creating & delivering unbeatable experiences
do? through……
BY
How do we do it? Being Red, Rock Solid, Restless

7 Group 2.1 Unitedworld School of Business, Kolkata Campus


We have put the brand at the centre of the Customer
Experience

“A brand is what a brand does.”


Arun Sarin, CEO Vodafone

“The most valuable brands in the world are t


where the customer knows they’re g
to get a good experie
Sir John Bond, Chairman,

8 Group 2.1 Unitedworld School of Business, Kolkata Campus


We want our customers to feel appreciated, confident
and inspired

Helping our customers make the most of their time

We are Red Rock Solid Restless

by being Passionate Trustworthy Creative

therefore Emotional Direct Inspiring


our voice is

so our Appreciated Confident Inspired


customers feel

...so our customers spend more time with us

9 Group 2.1 Unitedworld School of Business, Kolkata Campus


…..and we have made a commitment to customers
through our new Customer Promise

Our Promise to you


We value your time more than anyone else. That’s why,
wherever you see Vodafone, you can expect:

• A network you can rely on when you need it

• Expert, friendly help and advice – you only have to ask once

• When you’re abroad, the services you need will be as easy


to use as at home, and you’ll know what you are paying

• New and inspiring solutions to help you make the most of


your time

10 Group 2.1 Unitedworld School of Business, Kolkata Campus


In the last 18 months we
have further refined the
brand and customer
experience……

11 Group 2.1 Unitedworld School of Business, Kolkata Campus


Brand Identity – A unique, contemporary and iconic identity which gives
Vodafone the stature of a world-class brand

12 Group 2.1 Unitedworld School of Business, Kolkata Campus


Communications – all locally executed to our Brand Idea, a new Tone of
Voice and refreshed Brand Guidelines

13 Group 2.1 Unitedworld School of Business, Kolkata Campus


Retail – a new design bringing the brand idea to the customer experience

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Sponsorship – driving brand awareness with activation of two new properties

15 Group 2.1 Unitedworld School of Business, Kolkata Campus


Engaging the employee – driving the brand idea internally

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Mobile Interaction Management- Bringing the brand idea to handset experience

An innovative Handset based


Self Care application, that will
allow our customers to access
real time self care services
directly from their phones.

Fitting into our


A capability that enables Strategy
tailored on device self service
Differentiation Global
and CRM transactions
strategy: strategy:
• Relevant
• Cost Saving in
• Reliable Europe
• Easy to use • Revenue Growth in
Emerging Markets
• Innovative
It will radically improve the
quality of user’s Interactions
Positioning
with their products and strategy:
services, making things simpler To make the most of
customer’s time!
and more easily accessible

17 Group 2.1 Unitedworld School of Business, Kolkata Campus


So where are we on our brand journey?

We are here

2001 2005 2010

Drive awareness Drive preference Build regard


and and and
relevance differentiation momentum

Our key challenge is to build an emotional brand with a clear role in


people’s lives to turn customers into fans (and advocates)

18 Group 2.1 Unitedworld School of Business, Kolkata Campus


Source: Y&R/SternSteward 2000

Differentiation Drives Profit


Changes in Operating Profit 1993 to 1995 Mono brands on NYSE

COMMERCIAL BRAND POSITION


High

Mission & Growth Dominance

DIFFEREN-
+128%+289%
TIATION

+18%
-x%
Death
+2% Declining
Low
Low
RELEVANCE High

19 Group 2.1 Unitedworld School of Business, Kolkata Campus


We are currently ranked 11th most valuable brand in the world

Rank Brand

1 Coca-Cola
Progress, 2007
2 Microsoft
Most Valuable 250 Global Brands 2006

20 Group 2.1 Unitedworld School of Business, Kolkata Campus


Employee Engagement Video

21 Group 2.1 Unitedworld School of Business, Kolkata Campus


Vodafone Brand Story

22 Group 2.1 Unitedworld School of Business, Kolkata Campus


Where have we come from?

• We have made significant progress in delivering a world class brand of


both global stature and local relevance….on our journey from a brand that
is known, to one that is loved
• We know who we want to attract to be part of our community
• We have a distinctive identity
• We are getting a global understanding of the cultural nuances of Time and
how we can uniquely tap into customers desire to master it to live life more
fully
• We have a clear understanding of our past, and vision of our future that
has helped us define our unique personality
• We are all individually and collectively moving towards delivering this
uniquely and consistently every day

23 Group 2.1 Unitedworld School of Business, Kolkata Campus


Where are we going?
• This continuing brand story will become a touchstone for all of us
• It will help us understand to the next level of depth
– Who we are
– Where we play
– What we do
– Our Rallying cry
• So that we can continue to deepen our understanding of our Vodafone
brand…
• And continue to deliver it as one company.

24 Group 2.1 Unitedworld School of Business, Kolkata Campus


Where we play What we do
Market Definition Differentiation
Positioning Target Functional Benefits
Customer Insight Emotional Benefits

Who we are Our rallying cry


Personality Ambition
Values Purpose
Physique Promise

25 Group 2.1 Unitedworld School of Business, Kolkata Campus


Where we play What we do
Market Definition: Integrated Differentiation: A Great Customer
Communications Provider Experience
Positioning Target: Progressives Functional Benefits: Useful, Seamless,
Stimulating
Customer Insight: I live for this life and time
is precious Emotional Benefit: Inspired (to use my time)

Who we are Our rallying cry


Ambition: Communications leader
Personality: The Pioneer
Purpose: To help people make the most of
Values: Red, Rock solid & Restless
their time in life
Physique: Red within a technicolor world
Customer expression: Make the most of now

26 Group 2.1 Unitedworld School of Business, Kolkata Campus


Creating a culture of brand engagement
Summary
• Brand as a central organising principle that drives performance, culture,
experience and action
• Treat engagement as a journey, and a source of competitive differentiation

• Involve Leaders!

• Make the vision actionable

• Include everyone who represents your brand

• Link to recognition and reward

• Measure your progress

27 Group 2.1 Unitedworld School of Business, Kolkata Campus


Thank-you!!!

28 Group 2.1 Unitedworld School of Business, Kolkata Campus

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