Integrated Marketing

Communication
- Presented By -

Group Members Roll No.

Pintu Bhardwaj 9107
Sachin Gawali 9117
Naresh Parmar 9139
Deepa Shetty 9152
Deepika Singh 9153
Manish Singh 9154
 Indian Telecom Industry
 Telecom Industry in India is regulated by Telecom Regulatory Authority of
India (TRAI)

 Three types of players exists in Indian Telecom Industry -

 State owned companies like - BSNL and MTNL.
 Private Indian owned companies like - Reliance Infocomm and Tata
Teleservices.
 Foreign invested companies like - Hutchison-Essar, Bharti Tele-Ventures,
Escotel, Idea Cellular, BPL Mobile, Spice Communications etc.

 The wireless technologies currently used in Indian Telecom Industry are -

 GSM - Global System for Mobile Communications
 CDMA - Code Division Multiple Access

 There are primarily 9 GSM and 5 CDMA operators providing mobile services in
19 telecommunication circles and 4 metro cities, covering more than 2000
towns across the country.
 Contd …
 The Indian telecommunications industry is the world's fastest
growing telecommunications industry
 Second largest telecommunication network in the world in
terms of number of wireless connections after China
 There are 652.42 Million mobile phone connections as of July
2010

 It is projected that India will have 1.159 billion mobile

subscribers by 2013
 Expected to reach a size of  344,921 crore (US$77.61 billion)
by 2012 at a growth rate of over 26 per cent
 Generate employment opportunities for about 10 million
people during the same period
 Circles In Telecom Industry
 India's telephony regulators have divided the country into a number of
regions, called 'Telecom Circles' or 'Telecom Service Areas‘
 Telephone company purchase a license through an auction process for
operating in a telecom circle
 Telecom Circle are divided into 4 groups:
 Metro Circles and then 'A', 'B', and 'C' Circles

 The 'metro' circles cover very dense population centers in the very
largest Indian cities: Delhi, Kolkata, and Mumbai.
 The 'A', 'B', and 'C' circles cover various geographic territories of
varying population sizes
 'A' circles - largest in terms of population coverage
 ‘B' circles - medium in terms of population coverage
 'C' circles - smallest in terms of population coverage
Wireless Operators Market Share for
March 2010
 Subscribers Base & Market Share
Operator Subscriber Base Market Share
Bharti Airtel 139,220,882 21.34%
MTNL 5,255,444 0.81%
BSNL 73,781,448 11.31%
Reliance Communications 113,315,831 17.37%
Aircel 43,296,659 6.64%
Sistema 5,582,683 0.86%
Loop 2,947,288 0.45%
Unitech 6,873,798 1.05%
Idea 70,748,936 10.84%
Etisalat 30,023 0.005%
Videocon 2,777,396 0.43%
Stel 1,423,043 0.22%
Tata Teleservices 74,850,220 11.47%
HFCL Infotel 851,887 0.13%
Vodafone 111,465,260 17.08%
All India 652,420,798 100%
Major Players
 Vodafone
 Vodafone is a public limited company with listings on the London and New
York stock exchanges
 Vodafone Essar, previously Hutchison Essar entered India in December 2005
 Vodafone name being derived from the firm's goal of establishing a voice and
data services over cellular telecommunication networks.
 VO represents voice
 DA represents data

 Successfully rebranded 'Hutch' as 'Vodafone‘

 Rebranding included
 “Change is good...”

Baseline - “Hutch is now Vodafone”

 “Wherever you go our network follows..” To

“Make the most of now..”

 Product Mix of Vodafone
Services
 Prepaid and Postpaid
 Magic box Handset
 World Calling Cards
 Tunes & Downloads
 Entertainment
 News & Updates
 Travel
 Dial in Services
 Bill Information
 STP of Vodafone
Segmentation

 Age
 Service usage
 Geographical area
 Nature of customer
 Institutional
 Sole
 STP of Vodafone - Contd…
Targeting

 Vodafone adopts multi-segment approach and offers a series

of differentiated services to their respective markets

 Families - Home calling cards (professional working abroad)

 Small user
 Youth generation
 Circle users
 STP of Vodafone – Contd…
Positioning

 Vodafone has veered towards warmth and

emotions
 Vodafone is reflecting a more vibrant brand.
 Communication Strategy of Vodafone
 Branding
-Stores
-Mass media coverage
 Customer service
-Shops and call centers
-Vans
-Help desks
-Kiosk
 Media Mix of Vodafone
 Advertising on TV

 Billboards

 Magazines

 Special offers

 Promotions

 Point of sale posters

 Press Releases to National Newspapers

 Zoozoo’s Advertising
 ZooZoo (pseudo-animated characters) is the new brand
ambassador of Vodafone
 “ZooZoos” advertising campaign highlights different value
added services(VAS) for customers
 Vodafone launched its advertisement at Indian Premier
League 2 (IPL-2) that captured attention of nearly two billion
people
 People eagerly waited for breaks between matches to see
more stories about Zoozoo.
 The charm of the Zoozoo is a great self-marketing strategy
and instant success among masses
 Zoozoos created a huge audience for Vodafone and gave a
boost to the Vodafone brand
‘Complete the Zoozoo story’
 Launched the ‘Complete the Zoozoo story’ Competition for
the millions of Zoozoo fans across India
 Competition was hosted on Facebook and [Link]
 Contestants can watch snippets of unreleased Zoozoo
TVCs and create their own Zoozoo stories
 The competition was from November 24, 2009 till January
1, 2010
 The best entry every week stands a chance to win a
BlackBerry Storm
 Prizes as many as 1000 Zoozoo T-shirts for the most
creative entries over the 5 week duration of this fun
competition
 Online Promotion
 Downloadable Ringtones, Wallpapers,
screensavers and videos
 Facebook Ads- aimed at building a community
 Dedicated Microsite- “what kind of zoozoo are
you?”
 Official Fan Page of Zoozoo on Facebook and
Twitter
 Youtube ads and downloads-3million hits in 3
weeks
 Sponsorships
 Official Sponsor for England
cricket team since 15 years

 Title Sponsor of Vodafone

McLaren- Mercedes Formula one
team
 Main Sponsor for Manchester
United (Football Team)
 Sponsored UEFA Champions
League
 Vodafone Essar is official
telecom partner for IPL
 Sponsor for Big Boss Season 4
 Vodafone Sponsorship-
BIGG BOSS

 Vodafone has
sponsored Bigg
Boss Season 3
and Season 4
Vodafone has come
up with a
competition tagged
as  “Vodafone Bigg
Boss Voice SMS
competition”
(VBBVSC )wherein
Vodafone Postpaid
and Prepaid mobile
subscriber can ask a
question to their
favorite Big Boss
House Mate
 Vodafone and BlackBerry
 Now BlackBerry for
everyone, on
Vodafone Prepaid
 World of BlackBerry
with easy and
affordable tariff plans on
Vodafone prepaid
 Surf the net and access
mails
 Stay connected with
BlackBerry Messenger
 Catch up with friends on
social networking sites
 Reliance
 Reliance Communications is India’s largest integrated
telecom operator (GSM and CDMA)
 Reliance Mobile, India’s 2nd largest  service provider in
terms of subscriber numbers
 GSM services are available in all the states of the country
with Jammu and Kashmir being the latest addition.
 Reached across 20,000 towns and 4.5 lakh villages
 RCOM adjudged as the World’s Top CDMA Operator at the
Global CDMA Industry Achievement Awards
 Product Mix of Reliance
Services
 Prepaid and Postpaid (CDMA & GSM)
 Handsets
 R World
 Tunes & Downloads
 Entertainment
 News & Updates
 Travel
 Dial in Services
 Bill Information
 R2R free calling
 STP of Reliance
Segmentation

 Geographic Segmentation
 Demographic Segmentation
 Psychographic Segmentation
 Behavioral Segmentation
 STP of Reliance
Targeting

 Reliance follows multi-segment approach

 Families and Corporate – R-2-R Services
 Youth generation
 Type of Calls
 SMS Pack
 STP of Reliance
Positioning

 Affordable phones and services

 Simple Plans
 Best network throughout the country
 Stay connected with closed ones
 More talktime
Communication Strategy of Reliance
 Branding
 Stores
 Mass media coverage

 Customer service
 Shops and call centers
 Vans
 Help desks
 Kiosk
 Media Mix of Reliance
 Advertising on TV

 Billboards

 Magazines

 Special offers

 Promotions

 Point of sale posters

 Press Releases to

National Newspapers
 Hrithik Roshan – Brand Ambassador

 Signed the contract for 3 years

for 5 crore
 Part of 150 crore media campaign
for launch and promotion of new
GSM operations
 Theme of the marketing
campaign is
 ‘Just pick up the phone, don’t
wait…go for it’
 Featured in eight advertisements
communicating different services
 Mumbai Indians
 Reliance Industries Limited (RIL) purchased the
rights for the Mumbai franchise of Indian
Premier league for a total of Rs. 441 Cr ($ 112.9
m) during the auction on 24 January 2008.

 The RIL bid has made the Mumbai Indians the

most expensive franchise in IPL, and hence
won the right to hold the semi-finals and the
final in Mumbai. The team was unveiled on the
17th of April, 2008 in Mumbai
 costs
 Animations are 10-15 times costlier than
real people
 Zoozoos had low cost costumes, real
people
 Speedy schedules
 30 ads cost only Rs 3 crores
 Massive Viral Marketing
 Now step in to the world of BlackBerry with easy and affordable tariff plans on Vodafone prepaid, starting at
Rs. 15/day. Surf the net and access mails while on the move, stay connected with BlackBerry Messenger,
catch up with friends on social networking sites, capture, replay and share priceless moments with
multimedia applications on your Smartphone
 Internet on the go
Experience superior internet speed while you surf you favorite sites, chat with friends on gtalk, yahoo & msn
messenger, download music,watch videos on YouTube, read movie reviews and get the latest news – all of
this while you are on the move with your BlackBerry on Vodafone.
 Mail-Push technology at work
The fastest way to: receive your mails on your mobile. Blackberry service on Vodafone ‘pushes’ the mail
instantly on to the screen and keeps you constantly wired to 10 of your email accounts. It even gives you
the option to download, manage and resend your mail attachments.
 BlackBerry Messenger (BBM)
Love chatting? Then this is going to be a treat for you. Chat with all your BlackBerry buddies around the world
and exchange pictures, videos and voice notes for free! Send messages up to 2000 characters and know
when they get delivered and read. Personalise your BB profile and your chat windows.
 Social Networking
Know what your friends are up to, how well your farm’s growing and who just visited your cafe with facebook on
your phone or log on to your twitter account and tweet away to your heart’s content anytime, anywhere.
 Multimedia
Store and play music on your BlackBerry or on the expandable memory, watch full length movies, click pictures
or videos and record songs, voice or messages with the voice recorder.
 App World
Music or games, business or weather, whatever your interest search and download that specific application.
With thousands of applications sorted out as the most popular, newest and the highest rated, get what’s
the best.
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