Business Case Studies, Advertising and Promotional Strategies Case Study, Vodafone, ZooZoo

print page
Tell A Friend
Bookmark
 

Case Categories

Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

Vodafone's ZooZoo campaign: Brand Communication Strategies

Publication Year : 2010

Authors: Talluri Prashanth Vidya Sagar and Dr. Nagendra V Chowdary

Industry: Services

Region:India

Case Code: MCS0017

Teaching Note: Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
A company’s new brand campaign should be extremely powerful particularly when a new brand’s identity has to be established on top of an existing and already quite established brand. Vodafone’s Zoozoo campaign was launched with much fanfare and full of expectations and with the main motto of promoting its Value Added Services (VAS). However, Vodafone had another subtle motto of replacing brand Hutch with that of the Vodafone. As expected Zoozoos or Zoozooperstars have become overnight brand ambassadors of Vodafone and saved the company from the negative impacts of ‘Happy to Help You’ campaign.

Would Vodafone have come with the ‘Zoozoo’ campaign, if it did not have to supplant Vodafone brand on Hutch (Pug)? One thing is to be kept in mind. In the absence of a clearly defined value proposition and corporate strategy, would a well-articulated, deftly-executed campaign yield the desired results? Set in 2009, this case study is intended to raise an erudite discourse on ‘Marketing Campaign as a Brand Communication Strategy’. It provides a deep understanding about the business strategy of Vodafone in India and its brand transformation from basic communication services provider to VAS provider and in the meanwhile, its efforts to make its own brand stand tall in the Indian telecom Industry.

Pedagogical Objectives:

      The case attempts to achieve the following pedagogical objectives:
  • To understand the importance of brand and branding for telecom company
  • To analyse the importance and the key elements of Vodafone’s Zoozoo ad campaign along with Vodafone’s brand communication strategies
  • To understand the transformation of Vodafone from basic voice transfer to value added services and debate on the effectiveness of Zoozoo campaign in achieving the same.

Keywords : Brand Communication, Marketing Communication, Brand and Marketing Communication Strategies, Brands, Branding, Brand Building, Building Foreign Brands, Building Telecom Brand, Branding Services, Branding in Telecom Industry, Advertising and Brand Promotional Strategies, Hutch, Vodafone, ZooZoo, ZooZoo Campaign, Pug, Value Added Services, ZooZooperstars

Contents:

  • Hutch in India: Brand Communication Strategies
  • From Pug to Zoozooperstars
  • Zoozoo Campaign: The New Attempt
  • The Zoozoo Effect

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap