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Positioning
The Brands Positioning is the place in the consumers mind that you
want your brand to own.
Benefit that your product provides apart from your competition
A strong brand means that the brand has a unique, credible and
sustainable position in the mind of the consumer.
Brand positioning refers to target consumers reason to buy your
brand in preference to others.

 Vodafone Group plc. is a British multinational

telecommunications company headquartered in London and
with its registered office in Newbury, Berkshire.
It is the India's 2nd-largest mobile telecommunications
company

For the year

2013-2014

ARPU average revenue

Brand Positioning Vodafone

Before Vodafone took over Hutch, the positioning

strategy followed by Hutch was already a success in

the telecom market.
The company got huge appreciation and praise for the

award winning ad campaigns.

Vodafone in INDIA came with acquiring Hutchison essar

limited.
Vodafone was launched officially on 21st September

2007.
Hutch was then rebranded as Vodafone.

Brand Positioning Vodafone

When Vodafone took over hutch, the transition time for the
company was veryless (4 months). Vodafone started an ad
campaign to position itself in the customer service space
which was not up to mark in the Indian telecom market.
Using the pug PUG(previously used by Hutch) once again
and a tag line happy to help, the bar for service quality
was raised, in the market

7 key steps to effectively clarify your

positioning in the marketplace:
Determine how your brand is currently
positioning itself
Identify your direct competitors
Understand how each competitor is
positioning their brand
Compare your positioning to your competitors
to identify your uniqueness
Develop a distinct and value-based positioning
idea
Craft a brand positioning statement
Test the efficacy of your brand positioning statement

Brand Positioning for

Vodafone.

Brand positioning involves creating an image by which

people recognize what a brand stands for.
Vodafone's is: 'Vodafone helps people enjoy richer
communication, anywhere, any time. Always reliable,
always easy, always great values passionately delivered.'

Positioning Statements versus

Taglines
Insights from your positioning statement can be turned
into a tagline, but it is important to distinguish between
the two.
Wherever you go, our network follows
Power to you
Happy to help

Brand Positioning Via Advertising

In 2009, Vodafone introduced new
characters named Zoo Zoo which were
aired throughout IPL2.
These characters promoted different Value
added services of Vodafone, hence defining
an interactive way of spreading the
awareness of the product among the
masses.

Brand Positioning Via Advertising

Each Ad positioned Vodafone as a company
dedicated to provide basic and value added
services to the customers in a manner easily
understandable and accessible.

Latest Positioning Strategy

The Power To You Campaign had the
following features Power To You comes together with new services
that bring the Internet, the email and social
communities closer than ever to customers.
Enhanced user experience of email and Internet
on the mobile phone, though the service
Vodafone Internet pe Mobil which now
integrates the Opera Mini Browser

Latest Positioning Strategy

Easy email access, anytime anywhere,
from a broad variety of handsets
Together with the new brand promise,
Vodafone refreshes the IVR for easier
and improved customer experience

Success
Zoozoos dominating social networking sites.
Created Strong Association.
Wallpapers, ringtones, videos, contests. pictures, stories etc
of Zoozoos.
Videos had 3million hits in 3 weeks.
Most watched video.
Most watched brand in breaks.
Vodafone becomes INDIAs 2nd biggest telecom company
after Bharti Airtel within a very short period and 3 rd largest
in terms of customers(approx. 173mn customers as of Sept.
2014).

CONCLUSION
CONCLUSION
Low cost ads made a very good impact.
Zoozoo Concept highlights the presence of Vodafone in India
very dominantly.
The strategy of strong advertising not only saves lots of money
but also creates a positive impact in society regarding their
brand.
Advertises more relate to common man ,leads to more
customers.