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MANAGEMENT THESIS I, 2009
ICFAI NATIONAL COLLEGE
K.P VALLON ROAD, ERNAKULAM
INTERIM REPORT
Submitted By
Nayana Sarath M.S
8NBKI051
Guided ByMr. Shibu P.J
(Faculty Guide)
In partial fulfillment of the requirements for the award of the
degree for
MASTER OF BUSINESS ADMINISTRATION
ICFAI UNIVERSITY
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ACKNOWLEDGEMENT
I take this opportunity to thank the God almighty for the blessings showered up on me and my
heart filled with gratitude for all the people who helped and guided me.
I profoundly pay my tributes and thanks to Mr. Shibu P.J, faculty guide of MT I, 2009 for his
valuable and moral support extended towards me.
Finally I thank my parents for their boundless support and for making my life so easy and for
helping me tackle all those difficulties in life.
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INDEX
Advertising Strategies
Profile ofVodafone Essar
Recent Advertisement of Vodafone
Literature Review
Methodology
Sources of data
Method of data collection
Population of study
Sample size
Progress Report
Appendix
Questionnaire
Bibliography
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ADVERTISING STRATEGIES
Advertising is a form of communication used to help sell products and services. Typically it
communicates a message including the name of the product or service and how that product or
service could potentially benefit the consumer. However, advertising does typically attempt to
persuade potential customers to purchase or to consume more of a particular brand of product or
service. Modern advertising developed with the rise of mass production in the late 19th and early
20th centuries.
Many advertisements are designed to generate increased consumption of those products and
services through the creation and reinvention of the "brand image". For these purposes,
advertisements sometimes embed their persuasive message with factual information. There are
many media used to deliver these messages, including traditional media such as television, radio,
cinema, magazines, newspapers, video games, the carrier bags, billboards, mail or post and
Internet marketing. Today, new media such as digital signage is growing as a major new massmedia. Advertising is often placed by an advertising agency on behalf of a company or other
organization.
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Organizations that frequently spend large sums of money on advertising that sells what is not,
strictly speaking, a product or service include political parties, interest groups, religious
organizations, and military recruiters. Non-profit organizations are not typical advertising clients,
and may rely on free modes of persuasion, such as public service announcements.
Money spent on advertising has increased dramatically in recent years. In 2007, spending on
advertising has been estimated at over $150 billion in the United States and $385 billion
worldwide, and the latter to exceed $450 billion by 2010.
While advertising can be seen as necessary for economic growth, it is not without social costs.
Unsolicited Commercial Email and other forms of spam have become so prevalent as to have
become a major nuisance to users of these services, as well as being a financial burden on
internet service providers. Advertising is increasingly invading public spaces, such as schools,
which some critics argue is a form of child exploitation. In addition, advertising frequently uses
psychological pressure (for example, appealing to feelings of inadequacy) on the intended
consumer, which may be harmful.
TYPES OF ADVERTISING
MEDIA
Commercial advertising media can include wall paintings, billboards, street furniture
components, printed flyers and rack cards, radio, cinema and television adverts, web banners,
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mobile telephone screens, shopping carts, web pop ups, skywriting, bus stop benches, human
billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of
airplanes, in-flight advertisements on seatback tray tables or overhead storage bins, taxicab
doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains,
elastic bands on disposable diapers, stickers on apples in supermarkets, shopping cart handles,
the opening section of streaming audio and video, posters, and the backs of event tickets and
supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a
medium is advertising.
One way to measure advertising effectiveness is known as Ad Tracking. This advertising
research methodology measures shifts in target market perceptions about the brand and product
or service. These shifts in perception are plotted against the consumers levels of exposure to the
companys advertisements and promotions. The purpose of Ad Tracking is generally to provide a
measure of the combined effect of the media weight or spending level, the effectiveness of the
media buy or targeting, and the quality of the advertising executions or creative.
COVERT ADVERTISING
Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded
in entertainment and media. For example, in a film, the main character can use an item or other
of a definite brand, as in the movie Minority Report, where Tom Cruise's character John
Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch
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engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where
main character played by Will Smith mentions his Converse shoes several times, calling them
"classics," because the film is set far in the future. I, Robot and Space balls also showcase
futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the
vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result
contained many scenes in which Cadillac cars were used. Similarly, product placement for
Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond
films, most notably Casino Royale. Blade Runner includes some of the most obvious product
placement; the whole film stops to show a Coca-Cola billboard.
TELEVISION COMMERCIALS
The TV commercial is generally considered the most effective mass-market advertising format,
as is reflected by the high prices TV networks charge for commercial airtime during popular TV
events. The annual Super Bowl football game in the United States is known as the most
prominent advertising event on television. The average cost of a single thirty-second TV spot
during this game has reached US$3 million (as of 2009).
The majorities of television commercials feature a song or jingle that listeners soon relate to the
product. Virtual advertisements may be inserted into regular television programming through
computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local
billboards that are not relevant to the remote broadcast audience. More controversially, virtual
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billboards may be inserted into the background where none exist in real-life. Virtual product
placement is also possible.
INFOMERCIALS
There are two types of infomercials, described as long form and short form. Long form
infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to two
minutes long. Infomercials are also known as direct response television (DRTV) commercials or
direct response marketing.
The main objective in an infomercial is to create an impulse purchase, so that the consumer sees
the presentation and then immediately buys the product through the advertised toll-free telephone
number or website. Infomercials describe, display, and often demonstrate products and their
features, and commonly have testimonials from consumers and industry professionals.
CELEBRITIES
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain
recognition for their products and promote specific stores or products. Advertisers often
advertise their products, for example, when celebrities share their favorite products or wear
clothes by specific brands or designers. Celebrities are often involved in advertising campaigns
such as television or print adverts to advertise specific or general products.
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MEDIA AND ADVERTISING APPROACHES
Increasingly, other media are overtaking many of the "traditional" media such as television, radio
and newspaper because of a shift toward consumer's usage of the Internet for news and music as
well as devices like digital video recorders (DVR's) such as TiVo. Advertising on the World
Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the
"relevance" of the surrounding web content and the traffic that the website receives.
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VODAFONE ESSAR COMPANY PROFILE
Vodafone Essar is a leading provider of wireless telecommunications services in India. Thecompany serves about 35 million subscribers located in every major region of the country. In
addition to standard and prepaid wireless subscriptions, Vodafone Essar offers such services as
text messaging and the wireless distribution of such content, as music and news. It also caters to
corporate customers with wireless email and other services. The company is controlled by UK-
based wireless heavyweight Vodafone Group, which owns more than two-thirds of the joint
venture, while the remaining shares are owned by Indian conglomerate Essar Group.
Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in 1994
when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. The company
now has operations across the country with over 74.08 million customers. Over the years,
Vodafone Essar, under the Hutch brand, has been named the Most Respected Telecom
Company, the Best Mobile Service in the country and the Most Creative and Most Effective
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Advertiser of the Year. Vodafone Group is the worlds leading international mobile
communications corporation. It currently has equity interests in 27 countries across 5 continents
and 40 partner networks with over 303 million proportionate customers worldwide. The Essar
Group is Vodafones principal partner in India. The Essar Group is a diversified business
corporation with a balanced portfolio of assets in the manufacturing and services sectors of Steel,
Energy, Power, Communications, Shipping Ports & Logistics, and Projects. Essar employs more
than 50,000 people across offices in Asia, Africa, Europe and the Americas.
VODAFONE GROUP
Vodafone Group Plc is the world's leading mobile telecommunications company, with a
significant presence in Europe, the Middle East, Africa, Asia Pacific and the United Statesthrough the Company's subsidiary undertakings, joint ventures, associated undertakings and
investments. The Group's mobile subsidiaries operate under the brand name 'Vodafone'. In the
United States the Group's associated undertaking operates as Verizon Wireless. During the last
two financial years, the Group has also entered into arrangements with network operators in
countries where the Group does not hold an equity stake. Under the terms of these Partner
Network Agreements, the Group and its partner networks co-operate in the development and
marketing of global services under dual brand logos.
At 31 March 2009, based on the registered customers of mobile telecommunications ventures in
which it had ownership interests at that date, the Group had 303 million customers, excluding
paging customers, calculated on a proportionate basis in accordance with the Company's
percentage interest in these ventures.
The Company's ordinary shares are listed on the London Stock Exchange and the Company's
American Depositary Shares ('ADSs') are listed on the New York Stock Exchange. The
Company had a total market capitalisation of approximately 66.9 billion at 18 May 2009.
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Vodafone Group Plc is a public limited company incorporated in England under registered
number 1833679. Its registered office is Vodafone House, The Connection, Newbury, Berkshire,
RG14 2FN, England.
ESSAR GROUP
The Essar Group is a diversified business corporation with a balanced portfolio of assets in the
manufacturing and services sectors of Steel, Energy, Power, Communications, Shipping Ports &
Logistics, and Projects. Essar has a presence in more than 15 countries worldwide.
With a firm foothold in India, the Essar Group has been focusing on global expansion with
projects and investments in Europe, North America, the Caribbean, Africa, the Middle East and
South East Asia. Privately owned and professionally managed, the Group is judiciously invested
in the commodity, annuity and services businesses. Forward and backward integration, as well as
the use of state-of-the-art technology and in-house research and innovation have made Essar aleading player in each of its businesses. Essars abiding philosophy is to be a low cost, high
quality, technology driven group with innovative customer offerings. The Essar Group was
founded in 1969 by brothers Shri Shashi Ruia and Shri Ravi Ruia. The Ruia familys origins are
in Rajasthan. Sometime in the 19th century, it moved to Mumbai and set up its own business. In
1956, Shri Nandkishore Ruia, father to Shri Shashi and Ravi Ruia, moved to Chennai, capital of
the south Indian state of Tamil Nadu, to begin independent business activities. He mentored his
two sons in the intricacies of business. When Shri Nandkishore Ruia passed away in 1969, the
brothers laid the foundation of the Group.
The Essar Group began its operations with the construction of an outer breakwater in Chennai
port. It quickly moved to capitalize on every emerging business opportunity, becoming Indias
first private company to buy a tanker in 1976. The Group also invested in a diverse shipping fleet
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and oil rigs, when the Government of India opened up the shipping and drilling businesses to
private players in the 1980s. Then, in the 1990s, Essar began its steelmaking business by setting
up Indias first sponge iron plant in Hazira, a coastal town in the western Indian state of Gujarat.
The Group went on to build a pellet plant in Visakhapatnam and eventually a fully integrated
steel plant in Hazira.
Through the 1990s, with the gradual liberalization of the Indian economy, Essar seized every
opportunity that came its way. It diversified its shipping fleet, started oil & gas exploration and
production, laid the foundation of its oil refinery at Vadinar, Gujarat, and set up a power plant
near the steel complex in Hazira. The Construction business helped the Group build most of its
business assets. Essar also entered the GSM telephony business, establishing Indias first mobile
phone service in Delhi (branded Essar Cellphone) with Swiss PTT as the joint venture partner.The 21st century for the Essar Group has been all about consolidating and growing the
businesses, with M&As, new revenue streams and strategic geographical expansion.
RECENT ADVERTISEMENT OF VODAFONE
IPL Vodafone released various ZooZoo ads
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For the first season of the Indian Premier League - IPL Vodafone had released the Happy to Help
series. But for the second season of the Indian Premier League - Vodafone has launch the
ZooZoo, which is a special character created specifically to convey a value added service
offering in each of the newly released commercials. The purpose is that interest still end of the
IPL.
Rajiv Rao, executive creative director, O & M, decided to create a world where ZooZoos
products and services is the stories told in a charming way. On this campaign, one of the most
interesting is that although ZooZoo animated look, but they were real people who are dressed in
white clothes.
Director Prakash Varma of Nirvana film, animation requires a lot of detail here and are doing
exactly the opposite. We have to make the characters seem real animated characters. It is a
challenge, and none of them could see them covered from head to toe. Kit including all objects in
the form of shadows in the form of aerosols.
LITERATURE REVIEW
CONCEPT OF ADVERTISING
Advertising is a form of communication used to help sell products and services. Typically itcommunicates a message including the name of the product or service and how that product or
service could potentially benefit the consumer. However, advertising does typically attempt to
persuade potential customers to purchase or to consume more of a particular brand of product or
service. Modern advertising developed with the rise of mass production in the late 19 th and early
20th centuries.
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Many advertisements are designed to generate increased consumption of those products and
services through the creation and reinvention of the "brand image". For these purposes,
advertisements sometimes embed their persuasive message with factual information. There are
many media used to deliver these messages, including traditional media such as television, radio,
cinema, magazines, newspapers, video games, the carrier bags, billboards, mail or post and
Internet marketing. Today, new media such as digital signage is growing as a major new mass
media. Advertising is often placed by an advertising agency on behalf of a company or other
organization.
DEFINITION
Advertising is bringing a product (or service) to the attention of potential and current customers.
Advertising is focused on one particular product or service. Thus, an advertising plan for one
product might be very different than that for another product. Advertising is typically done with
signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.
OBJECTIVES OF ADVERTISING
To communicate product or service information to the customers.
To make the customers aware about the usage of that service or product to them.
To make a brand image in the minds of the customers.
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To influence the customers in increasing the consumption rate of their products.
TYPES OF ADVERTISING
Media
Covert advertising
Television commercials
Infomercials
Celebrities
World Wide Web
RESEARCH METHODOLOGY
SOURCES OF DATA
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Primary Data
Questionnaire Method
Direct Interview Method
Secondary Data
Books
Internet
Articles
Newspapers
Magazines
METHOD OF DATA COLLECTION
Internal secondary data
External secondary data
Personal interviews (office and mall- intercept interviews)
POPULATION OF STUDY
The study will be conducted on the basis of population of Ernakulam district.
SAMPLE SIZE
Sample size will be 50.
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PROGRESS REPORT
Sl. No Week No. Duration Details1 1st week July 13th - July 17th Selecting the Management thesis-1
title by discussing with the facultysupervisor
2 2nd week July 21st - July 24th Preparation ofSynopsis
3 3rd week July 27th Submission ofMgmt ThesisSynopsis
4 4th week Aug 3rd - Aug 7th Visiting stores ofVodafone inErnakulam
5 5th week Aug 10th - Aug 14th Preparation ofQuestionnaire
6 6th week Aug 17th - Aug 21st Collecting data on the basis ofQuestionnaire
7 7th week Aug 24th Aug 28th Evaluation of collected data
8 8th week Aug 31st Sep 4th Preparation of Interim report
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APPENDIX
Questionnaire
Hi! I am a MBA student representing ICFAI NATIONAL COLLEGE. I am doing a research to
assess a study on The effectiveness of the advertisement strategies adopted by Vodafone Essar
with special reference to Ernakulam District.
I will be obliged if you spare few minutes from your time to fill up this questionnaire. I assure
you that the information imparted by you will be kept confidential.
Q1) Do you have a mobile phone?
o Yes
o No
Q2) Are you aware about telecommunications service?
o Yes
o No
If yes, then which operators Service do you use?
o Vodafone
o Airtel
o Idea
o Reliance
o BSNL
o Tata Indicom ( If not Vodafone then go to Q18 )
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Q3) Are you aware about Vodafone?
o Yes
o No (If No, then go to Q17 )
Q4) From which source you came to know about Vodafone?
o Advertisement (Multi-choice)
o Hoardings
o Newspapers
o Mouth Publicity
Q5) While purchasing a connection advertising plays any role?
o Yes
o No
Q6) From where you watch the advertisement most?
o Television
o Radio
o Newspaper
o Magazines
Q7) Which telecommunication have good advertising?
o Air Tel
o Vodafone
o Idea
o Reliance
o Others
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Q8) How well did the advertisement of the Vodafone catch your attention?
o Very well
o somewhat well
o undecided
o Not at all
Q9) Do you think that advertisement made by company informs you about their products?
o Yes
o No
o Undecided
Q10) Based on advertisements made by company, would you like to go for more connection for
you or your family in future?
o Yes.
o No.
o Not decided.
Q11) Since how long you are using Vodafone services?
o Less than 1 month
o 2-6 months
o 6-12 months
o More than 1 year
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Q12) Which of the following services do you use of Vodafone?
o Pre-paid
o Post-paid
Q13) Which services are more helpful to you while using Vodafone services?
o Call rates (Multi-choice)
o SMS service
o Network
o Value Added Services
Q14) Dou you call at customer care?
o Yes
o No
If yes, how often you call at customer care?
o Daily
o Once a week
o Once a month
o Occasionally
Q15) For what reason you call at customer care?
o Value added services
o Information regarding new schemes
o Other queries
o Complaining
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Q16) Rate the following services on the basis of your satisfaction.
Services Excellent Very Good Fairly good Average Poor
Network
SMS rates
New schemes and offers
Customer Care
Recharge outlets
Call Rates
Value Added Services
Q17) What makes you unaware about Vodafone?
o Less Advertisements
o Less Publicity
o Others
(If others then mention ________________________)
Q18) Why you are not using Vodafone services?
o Lack of awareness (Multi-choice)
o High Prices
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o Poor Services
o Poor network
Q19) Would you like to recommend Vodafone to others?
o Yes
o No
Q20) Give your suggestions to help in serve you better.
_____________________________________________________________________________
_____________________________________________________________________________
______________________________________________________________
Name: ________________
Age: ___ years
Sex: Male/Female
Contact no.: ___________
Date: __________
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BIBLIOGRAPHY
SITES
o www.google.com
o www.vodafine.in
o www.wikipedia.com
o www.essar.com
BOOKS
o Marketing Management, ICFAI UNIVERSITY Press
o Marketing Research, ICFAI UNIVERSITY Press
http://www.google.com/http://www.vodafine.in/http://www.wikipedia.com/http://www.essar.com/http://www.google.com/http://www.vodafine.in/http://www.wikipedia.com/http://www.essar.com/