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Assessment of Impact of Advertising Campaign of Vodafone on the Viewers ZENITH International Journal of Business Economics & Management Research Vol.2 Issue 1, January 2012, ISSN 2249 8826 Online available at http://zenithresearch.org.in/ ASSESSMENT OF IMPACT OF ADVERTISING CAMPAIGN OF VODAFONE ON THE VIEWERS ABHIJIT ROY*; DR. SANJIT KUMAR DAS** *Student of M. Com. 4th Semester, Bhairab Ganguly College, Belghoria, Kolkata-700056. **Reader in Commerce, Bhairab Ganguly College, Belghoria, Kolkata-700056. ABSTRACT In today’s world of competition, firms are selling goods and services through a variety of direct and indirect channels. In mass advertising, marketers are exploring new forms of communication, such as experimental, entertainment, and viral marketing. One such innovative idea is Vodafone’s Zoozoo campaign. Never in the history of Indian advertising we witnessed a campaign that generated so much interest and curiosity among all the segments of the society whether it young or old.. Vodafone is known for its unique advertisement campaign such as pug, happy to help service and latest released “Zoozoo” advertisement campaign. As Vodafone was a new brand in India, it had a challenging task to develop its own entity and it has done it in a splendid way. Vodafone has benefitted immensely by the zoozoo campaign and it has been proved as a great marketing story. This paper analyzes the marketing strategies used by Vodafone, the efforts that have been put in the making of Zoozoo, and the impact it had on the customers mind It caught the attention and fancy of the consumers, aroused curiosity, told stories and made people retell the story. KEYWORDS: Advertisement, Impact, Vodafone, Zoozoo. ______________________________________________________________________________ INTRODUCTION Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer’s target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver is not in position to immediately respond to the message. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve. www.zenithresearch.org.in 148 ZENITH International Journal of Business Economics & Management Research Vol.2 Issue 1, January 2012, ISSN 2249 8826 Online available at http://zenithresearch.org.in/ Spending on advertising is huge. One often quoted statistic by market research firm Zenith Optimedia estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising. While worldwide advertising is an important contributor to economic growth, individual marketing organizations differ on the role advertising plays. For some organizations little advertising may be done, instead promotional money is spent on other promotion options such a personal selling through a sales team. For some smaller companies advertising may consist of occasional advertisement and on a very small scale, such as placing small ads in the classified section of a local newspaper. But most organizations, large and small, that rely on marketing to create customer interest are engaged in consistent use of advertising to help meet marketing objectives. One of the leaders in India’s mobile company, Vodafone’s aggressive addition of mobile customers and a more stable pricing environment by the end of fiscal 2011 led to revenues of Vodafone India rising by 23.95 per cent to $6.16 billion for the fiscal year ended 31st March 2011 compared to $4.97 billion in the previous fiscal. Vodafone India’s EBITA stood at $1.59 billion and the EBITDA margin was at 25.6 per cent. Voice revenues rose to $4.93 billion while messaging revenues registered at $277.32 million and data revenues at $400.58 million while fixed line revenues were at $11.35 million. The operator had 134.57 million connections in India as of March 31, 2011, of which 95.3 per cent are pre-paid. Vodafone is currently piloting its mobile money transfer platform in India. The platform has over 20 million customers globally. After the launch of ZooZoo ad campaigns Vodafone has added a total of 3.68 million GSM subscribers which is the highest number of new mobile subscriber’s additions in the month of March 2011. Vodafone’s GSM subscriber base now reached 134.5 million, as per the COAI data (Table 1). OBJECTIVE OF THE STUDY Under the above perspectives the objectives of the study are: 1. To study the effectiveness and responses of telecom customers towards Vodafone advertisements 2. To find out what type of advertising buyers like most 3. To know the role of advertising on the buying behavior of the customer 4. To find out whether the Indian customers associate with the new Vodafone advertisements METHODOLOGY OF THE STUDY To attain these objectives in the first stage we have gone through the websites & journals www.zenithresearch.org.in www.zenithresearch.org.in relevant to this topic. Next for assessing the findings and empirically examining the objectives of the study a sample survey was undertaken through free online surveys in Kolkata. The survey 149 ZENITH International Journal of Business Economics & Management Research Vol.2 Issue 1, January 2012, ISSN 2249 8826 Online available at http://zenithresearch.org.in/ was conducted through a structured and guided questionnaire and interaction has been received from various people through website. A focus group study has been conducted to design the customer survey questionnaire with a sample size of 200 respondents of various age groups. For undertaking the statistical analysis and data processing we have used Microsoft Excel. The data processing consisted of office editing, data entry and computer programming. Computer based checks were done to clean the data and to remove inconsistencies. The sample questionnaire has been provided in the Annexure. VODAFONE’S PROFILE AND ITS ADVERTISING STRATEGY Vodafone is one of the leading global brands and in brand value ranking and it is ranked as the 11th largest telecommunication company in the world and 2nd in Europe. In the same way Vodafone Essar is one of the leading telecommunication service providers in India. It serves about 35 million customers who are located in different part of the country. It was during the year 2007, an UK-based Vodafone Group took over Hutchison Essar in India and renamed as Vodafone Essar. Hutchison Essar was controlled by Li Ka-Shing who was a Hong Kong billionaire. Vodafone paid $11.1 billion in order to get the 67% stake of Hutchison Essar. The acquisition of Hutchison Essar in India gave Vodafone an access to enter one of the fastest mobile growing markets, where the providers add about six million new connections every month. Total number of Vodafone Essar Subscribers: 127,364,342, i.e. 22.88% of the total 556,683,683 Indian mobile phone subscribers (Table 2). Vodafone is known for its unique advertisement campaign such as pug, happy to help service and latest released “Zoozoo” advertisement campaign. As Vodafone was a new brand in India, it had a challenging task to develop its own entity. The previous name of this Indian company was associated with a pug. Vodafone decided to come with a new persona for itself, so the people of the country can associate it with the company. The company came with a brilliant persona for itself, which was very apt for it, The “Zoozoos”. Zoozoos are advertisement characters promoted by Vodafone during the Indian Premier League Season 2 (IPL). Zoozoos are white creatures with ballooned bodies and egg heads who are used to promote various value added services of Vodafone. Each ad used a story which was enacted by the Zoozoos. These ads though look animated are actually real humans in the Zoozoo costumes. The Zoozoo advertisements were created in South Africa by Ogilvy & Mather, an international advertising, marketing, and public relations agency and Nirvana Films (Bangalore base company) used some animated characters to make these advertisements. Ogilvy & Mather, were asked by Vodafone to create a series of 3D advertisements which could be aired each day during the IPL Season 2. The ZooZoos became very famous and popular at little time. They spent near Rs. 30 million to make these advertisements. Nowadays it is one of the most admirable advertisements in India. The campaign created the buzz both in the traditional media as well as in social networking sites like Facebook and Twitter and video sharing website, YouTube, for example, it has 2 million members on Face book page which is increasing rapidly. According to Neo@Ogilvy (digital arm of O&M) who is responsible for managing ZooZoo’s Facebook brand ZooZoo fan page has received around 2.6 million page views in comparison to only 0.5 million of IPLT20.com. This ad campaign has several implications from the economic perspective. Vodafone operates in www.zenithresearch.org.in what is known as “oligopoly”.
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