The use of Integrated Marketing Communication tools has
continuously grown and has formed a necessary step in communication with the
world. In a client centric environment the IMC tools have proven themselves to
be indispensable and ever growing. A company needs to know how its products and
services will benefit the end users. To have more demand, one needs to promote
more effectively in the market. Identification of the target audience and to
provide a reason to buy their product or service is mandatory. The brands
benefits must be communicated effectively.
Companies do understand this notion but fail to properly
integrate it to reap fruitful results. A lack of clear focus sends a muddy
message and most of the times fails to deliver the intentional results. Thus
use of IMC tools in proper synchronization is important to create a lasting
impression and thus delivering on the promised results.
Vodafone in India is a part of Vodafone Group plc which is a
British multinational telecommunication company with its headquarter in London.
It provides service in 28 countries
through wholly owned networks and has partner networks in 49 countries thus
making its coverage to a staggering 77 countries across geographies.
Vodafone entered India in year 2005 after acquiring stake for
Bharti enterprises and in year 2007 purchased controlling stakes in Hutch-Essar
and rebranded the name to Vodafone. In 2017 they decided to merge with Idea
cellular Ltd to create a stronger brand with coverage of 35% of the Indian
market and giving Vodafone group plc the controlling stakes. The company
continues to bring in its experience from global operations and grow in the one
the potentially biggest markets i.e. India.
Tools for IMC:
The IMC tools are often referred to as promotional mix.
According to George E. Belch & Michael A. Belch,” Traditionally IMC tools
had four elements but they have been grown to increase its reach and
accommodate the current needs of the world.” Following are the IMC tools:-
Use of IMC tools by
Vodafone in India:
Commercial advertisement in various television channels from
nationals to local channels using primarily the slogan of, “Whenever you go our Network Follows you”.
With advertisements in multiple languages, use of animated characters and
characters have been used. Sponsorship of events such as IPL 2020 have been
used to secure a prime spot in commercial advertisement.
The use of text message, emails with offers and benefits, ads
based on user activity, database marketing, promotional letters to existing
customer for new services using letters, fliers and catalogues have been
constantly been used by Vodafone.
Facebook pages, Twitter handles and YouTube account are
actively used to spread word about new services provided and show video as well
as banner advertisements. The interaction between customers and the company
also enhances the brand image and spreads the message faster.
The use of contests on national to local scales have been
used by Vodafone to do its sales promotion. Contest such as ‘Race to Fame’ and
giving prime special seats in IPL games have been used to promote the brand
name. Partnership with mobile companies to provide a free SIM and services have
also been used to create a strong retention in customer’s mind.
The use of hoardings along with digital screens and other
mediums have been used to reach out to the masses. The use of Zoo-Zoo and the
Vodafone dog along with new services provided or promoting existing services is
the strategy used by Vodafone. The characters have been used to creative
dexterity to not only spread an awareness but also create a lasting image on
the minds of viewers.
This is the final element involved in a promotional mix. A personal
selling takes place when marketer or sales representative sells products or
services to clients. According to Vodafone, it uses the following channels for