THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT GURGAON

Advertisement Project

Submitted to: Prof. Ashish Kumar Mishra

Submitted by:Ashok Mehrotra

Nishant Mittal Saurabh Shukla Vivek Dwivedi

Table of Contents
Advertising3
Industry snapshot..5 Nature of the industry...7 Media9

Client Profile
Vodafone12 Historical Milestones.13 Products and Services14 Market Share..15 SWOT Analysis.16 Competitors Analysis17

Agency Profile
Ogilvy and Mather.18 Network and Key people...19 Services20 Major Clients List.................21 Creative Brief..22 Our Interpretation of the Creative Brief25 Conclusion..28 Bibliography.29
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ACKNOWLEDGEMENT

It gives us great pleasure to express our deep sense of gratitude to Mr. Ashish Kumar Mishra without whose patient guidance and constant encouragement this study would not have come to its present form. We are sincerely thankful to him for permitting us to work on a topic of special interest to us for study. We owe him a debt of gratitude for constructive criticism from time to time during the course of these investigations.

We are also thankful to Ms. Urvashi Bora, Account Supervisor,Ogilvy and Mather Pvt. Ltd. Who gave us her invaluable and unconditional support. Ms. Urvashis contribution to this report was undeniably very essential and we thank her for that.

Advertising
Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion. Advertising involves the process where in a massage is designed so as to promote a product, a thought, an idea or even a service. The concept of advertising has assumed a dynamic form with the use of the various mediums of communication. From the newspaper, magazines, posters, neon and fluorescent signboards, billboards to the commercial on TV, laser shows to inflated high-rise figures and objects, advertising has come a long way. The work is formidable as it spearheads a process intended to attract, modify, change and influences public opinion. From the local business to multinational firm and all need to advertise. While politicians, social organizations, government special groups need to advertise their motto, national airlines, auto mobile manufactures, food and consumer goods manufacturers have to reach the consumer. Specialist products and services are often advertised through trade magazines and exhibitions. Lately mail-shots, handbill circulation, special offers have become very popular. There are still other ways of advertising. There are window displays, display on telephone directories, transit sign on buses, lamp posters, banners, etc. Advertising through the electronic media has been perhaps the most popular medium. Advertising, as an effective medium, uses a variety of techniques to create effective advertisements. A basic appeal is at the heart of advertising. Slogans and product characters are created to catch the attention of the viewers. Most winning advertisements would encompass factual information with emotional appeal. The advertising industry has three major sectors.

 Business or organization which wishes to advertise, Media which provides the medium for advertising and Ad-agency which creates the ad to suit the need of the firm.

Ad agencies vary in the size and turnover. Nevertheless the process of creating an ad remains the same. The annual expenditure on the advertising has been to the tune of Rs 8000 crores and the figure could be higher. USA has projected media spending on advertising on the net to approximately $7700 by the turn of the century. The scope for advertising professionals certainly shows an upward trend.

Industry Snapshot
According the Advertising Age's 2010 Agency Report, the world's six largest advertising agencies accounted for over 65 percent of $109.28 billion spent on advertising worldwide in 2010. But the advertising industry has suffered during the first years of the 2000s. The economy decline prior to and exacerbated by the terrorist attacks of September 11, 2001 has been sustained by the ongoing conflict with Iraq. As an indicator of the softened demand for advertising services, advertising agency employment fell to just over 180,000 in December 2002, down from an average employment of 194,400 in 2001 and 182,400 in 2002, representing the largest decline since 1991. Advertising agencies are primarily responsible for two functions. The first is the production of advertising materials in the form of written copy, art, graphics, audio, and video. The second is the strategic placement of the finished creative product in various media outlets, such as periodicals, newspapers, radio, and television. Advertising agencies can be found throughout the United States, with the greatest percentage located in large cities. Many have headquarters in New York and field offices in Chicago, Los Angeles, San Francisco, Atlanta, Detroit, and other major areas of commerce in order to be close to clients. Although the larger agencies are more frequently mentioned in the media and in trade publications, the industry is actually predominately comprised of smaller agencies, many with only one or two principals. Industry observers credit lower overhead, diversified services, willingness to accommodate change, and an entrepreneurial attitude for the success of smaller, boutique agencies. As many clients have begun to focus on a variety of forms of marketing communications, advertising agencies have had to look beyond conventional media-based advertising. Advertising budgets reflect this shift, with additional dollars being earmarked for pointof-sale promotions, public relations, and a major entry into the media mixthe Internet.

Changing demographics and a savvy American consumer were the driving forces behind these alternative forms of marketing communications. Some industry leaders have projected that advertising agencies will need to augment their primary line of work and change their longstanding compensation system based on commissions. Realizing the need for "integrated marketing services," many agencies have responded by offering public relations, direct mail, promotional, and Internet services.

Nature of the Industry

Firms in the advertising and public relations services industry prepare advertisements for other companies and organizations and design campaigns to promote the interests and image of their clients. This industry also includes media representativesfirms that sell advertising space for publications, radio, television, and the Internet; display advertisersbusinesses engaged in creating and designing public display ads for use in shopping malls, on billboards, or in similar media; and direct mail advertisers. A firm that purchases advertising time (or space) from media outlets, thereafter reselling it to advertising agencies or individual companies directly, is considered a media buying agency. Divisions of companies that produce and place their own advertising are not considered part of this industry. Most advertising firms specialize in a particular market niche. Some companies produce and solicit outdoor advertising, such as billboards and electric displays. Others place ads in buses, subways, taxis, airports, and bus terminals. A small number of firms produce aerial advertising, while others distribute circulars, handbills, and free samples. Groups within agencies have been created to serve their clients electronic advertising needs on the Internet. Online advertisements link users to a companys or products Web site, where information such as new product announcements, contests, and product catalogs appears, and from which purchases may be made. Some firms are not involved in the creation of ads at all; instead, they sell advertising time or space on radio and television stations or in publications. Because these firms do not produce advertising, their staffs are mostly sales workers. Companies often look to advertising as a way of boosting sales by increasing the publics exposure to a product or service. Most companies do not have the staff with the necessary skills or experience to create effective advertisements; furthermore, many advertising campaigns are temporary, so employers would have difficulty maintaining their own advertising staff. Instead, companies commonly solicit bids from ad agencies to develop
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advertising for them. Next, ad agencies offering their services to the company often make presentations. After winning an account, various departments within an agencysuch as creative, production, media, and researchwork together to meet the clients goal of increasing sales. Widespread public relations services firms can influence how businesses, governments, and institutions make decisions. Often working behind the scenes, these firms have a variety of functions. In general, firms in public relations services advise and implement public exposure strategies. Firms in public relations services offer one or more resources that clients cannot provide themselves. Usually this resource is expertise in the form of knowledge, experience, special skills, or creativity; but sometimes the resource is time or personnel that the client cannot spare. Clients of public relations firms include all types of businesses, institutions, trades, and public interest groups, and even high-profile individuals. Clients are large and small for-profit firms in the private sector; State, local, or Federal Governments; hospitals, universities, unions, and trade groups; and foreign governments or businesses. In an effort to attract and maintain clients, advertising and public relations services agencies are diversifying their services, offering advertising as well as public relations, sales, marketing, and interactive media services. Advertising and public relations service firms have found that highly creative work is particularly suitable for their services, resulting in a better product and increasing their clients' profitability.

Media
Commercial advertising media can include wall paintings, billboards , street furniture components, printed flyers, radio, cinema and television ads, web banners, web popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Covert advertising embedded in other entertainment media is known as product placement. A more recent version of this is advertising in film, by having a main character use an item or other of a definite brand - an example is in the movie Minority Report, where Tom Cruise's character Tom Anderton owns a computer with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. 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 billboards may be inserted into the background where none existing in real-life. Virtual product placement is also possible. Increasingly, other mediums such as those discussed below are overtaking television due to a shift towards consumer's usage of the Internet.

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
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the traffic that the website receives. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "spam".
Profile of major advertising mediums MEDIUM ADVANTAGES LIMITATIONS Short life; poor reproduction quality; small pass along audience. High absolute cost, high clutter, fleeting exposure, less audience selectivity Relatively high cost, junk mail image.

Newspapers Flexibility; timeliness; good local market coverage; broad acceptance; high believability. Television Combines sight, sound and motion; appealing to the senses; high attention; high reach. Direct mail Audience selectivity, flexibility, no ad competition within the same medium, personalization. Radio Mass use, high geographical and demographic selectivity; low cost.

Audio presentation only; lower attention than television; non standardized rate structure; fleeting exposure.

Magazines

High geographical and demographic selectivity; credibility and prestige; high quality reproduction, long life; good pass-along readership.

Long ad purchase lead time; some waste circulation; no guarantee of position.

Outdoor

Flexibility; high repeat exposure; low cost; low competition.

Limited audience selectivity; creative limitation. Overproduction could lead to run away costs.
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Brouchers

Flexibility; full control; can dramatize message.

Client Profile Introduction of Vodafone

Vodafone Group Plc (LSE: VOD, NASDAQ: VOD) is a British multinational telecommunications company headquartered in London, United Kingdom. It is the world's second-largest mobile telecommunications company measured by both subscribers and 2011 revenues (in each case behind China Mobile), and had 439 million subscribers as of December 2011. In the same way Vodafone Essar is one of the leading telecom service providers in India serving more than 45 million customers who are located in different parts of the country. Vodafone is a world leader in providing a wide range of communications services, including voice calls, internet access, text, picture and video messaging, and other data services. It has significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States through the Company's subsidiary undertakings, joint ventures, associated undertakings & investment. It currently has operations in 31 countries and partner networks in a further 40 countries. Based on subscribers, it is the world's second largest mobile phone operator behind China Mobile and over Telefonica; with over 477 million subscribers in 31 markets across 5 continents as of 2011.The Group's mobile subsidiaries operate under the brand name 'Vodafone'. In the United States the Group's associated undertaking operates as Verizon Wireless. It has a market value of about 91.2 billion in November 2011. The name Vodafone comes from Voice datafone, chosen by the company to "reflect the provision of voice and data services over mobile phones.

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Historical Milestones
Vodafone was formed in 1983 as a joint venture between Racal Electronics (UK Electronic Firm) and Millicom ( A US telecom Company) It was granted one of two mobile phone licenses in the UK and launched its service as a subsidiary company of Racal Electronic Plc in 1984 in Newbury, London. Vodafone is the first cellular network launch in the UK. It was floated in the stock exchange in October 1988.

1991 - Separated from Racal Electronics to become Vodafone group. The first digital (GSM) mobile phone service was launched in the UK by Vodafone in 1993. In 1999 Vodafone became second largest company in the FTSE 100. 1999- Entered in US market by taking over Air Touch Communications, producing a new company, Vodafone Air touch plc. 2002: Introduced Vodafone Live. 2004: Commercially launched its 3G services in Europe 2005: Launched fixed mobile convergence product in Germany called Zuhause. 2006: Sold its Japanese unit to Softbank and Swedish unit to Telenor. 2007: Acquired controlling interest Hutchison Essar Limited in India; acquired Tele2 fixed line operations in Italy and Spain.

Mission StatementThe Vodafone mission is to be the communications leader in an increasingly connected world enriching customers lives, helping individuals, businesses and communities is more connected by delivering their total communication needs.

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Products and Services

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Market Share of the Indian telecom players

As you can see, Bharti Airtel and Vodafone top the list with 27.26% and 23.63% Market Shares. Vodafone, however, grew at a faster rate, with an increase of 1.50% compared to Airtels increase of 1.27%. Idea Cellular seems to have an idea of what they are doing and they narrowly trump over state run BSNL for 3rd place. While every provider will have some hiccups, a general standard of superior network coverage, better plans and easy availability have ensured both Airtel and Vodafone have a comfortable lead, and no one seems close to catching up with them. What remains to be seen is if one of them becomes the obvious leader and grabs a significantly larger share of the pie than the other. With 598779674 customers up for grabs, it is anyones game! (The total no. of GSM and CDMA subscribers in India is 59, 87, 79, 674).
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SWOT Analysis of Vodafone

Strengths Vodafone's strength is its global scale. Vodafone is the Most Trusted Service Brand in India. Diversified geographical portfolio with strong mobile telecommunications operations in Europe, the Middle East, Africa, Asia Pacific and to some extent the US Highly Sophisticated network infrastructure Leading presence in emerging markets such as India Large customer base Weaknesses Negative return on assets (ROA) underperform key competitors like AT&T, BT Group, Deutsche Telecom US business not nearly as strong as European/rest of the world operations 80% of its business is generate in Europe Opportunities Diversification Takeover of O2 or T-Mobile Threats Highly competitive market Still lags behind major competitors in the US Extremely high penetration rates in key European markets European Union regulation on cross-border cell phone usage by customers Expansion and Europe concentration vulnerable to EU recessionary situation

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Competitive Analysis (Positioning Strategy) Vodafone

Vodafone has veered towards warmth and emotions. Vodafone used the powerful visual imagery of a dog and the ZooZoo. They are targeting middle class person as their target audience. It can be justified by their product like chota recharge.

Airtel
Airtel is focused on functionally and efficiency. Airtel choose to use music, which is not nearly as effective. A group or class of persons enjoying superior intellectual or social or economic status Up market professionals

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Ogilvy & Mather India

Overview
Founded in 1928, they were the first advertising agency in India. 76 years hence, they continue to relentlessly pursue their passion for building and nurturing, enduring brands. Over the years they have helped create some of India's most successful brands like Asian Paints, Cadbury, Fevicol among them, and in recent times- Perfetti, Hutch, Close Up and many more.

A power brand in itself, Ogilvy & Mather is acknowledged as the leading communications agency in the country today. Their defining quality is their firm belief in the value of brands and the important role they play in consumers' lives. The business of building brands is conducted through a proprietary way of thinking and working; what they call 360 Degree Brand Stewardship.

As pioneers of integrated communication initiatives in the country, they consistently deliver on our overall promise of 360 Degree Stewardship through their business units that encompass Ogilvy & Mather Advertising, OgilvyOne, Ogilvy Activation and Ogilvy Public Relations.

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Network
O & M advertising agency is a part of Ogilvy & Mather Worldwide, one of the largest marketing communication networks in the world. The network services more Fortune Global 500 companies in five or more countries than any other agency. As Brand Stewards, they combine local know-how with a worldwide network, to leverage the brands of their multinational clients. They create powerful campaigns that address local market needs while reinforcing the same universal brand identity. The hallmark of their brand-building capabilities is their balance of global and local brands. Their local clients keep them in tune with local market nuances, which is critical for the success of their multinational accounts. Ogilvy is a part of the WPP group, one of the world's leading communications services groups. Major brands include J. Walter Thompson, Ogilvy & Mather, Young & Rubicam, MindShare, Mediaedge:cia, Millward Brown, OgilvyOne, Wunderman, Hill & Knowlton, Ogilvy Public Relations, Burson-Marsteller, Grey Global Group, Cohn & Wolfe, CommonHealth, Enterprise IG and Landor, among others. Their specialist skills include advertising, media investment management, information, insight & consultancy, public relations & public affairs, branding & identity, healthcare, communications, direct, promotion & relationship marketing and specialist communications.

Key people
Piyush Pandey is the Executive Chairman & National Creative Director, India & South Asia.

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Services offered
Television promotion Print ad Websites & Web banners Email marketing Public relation Radio Direct marketing Promotion Telemarketing Outdoor Packaging

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Major Clients

IDBI Mutual Fund (Mutual fund); SBI Mutual Fund(Mutual Fund); J K Tyres (Tyres); Pantaloon Fashion India Ltd. (Garments); Asian Paints, Cadbury, Pidilite Industries Ltd. (Fevicol) Louis Philippe (corporate); TVS Suzuki (corporate): Tata Telservices (corporate), Tata Communications Ltd (corporate); Hindustan Lever Ltd (Brooke Bond, Lipton - tea and health); Discovery Channel Inc (Discovery Channel - television channel); ITC Ltd (corporate); MIRC Electronics Ltd (Onida - television); The Chase Manhattan Bank (corporate); Birla 3M Ltd (Scotch Brite - cleaning aid); J M Morgan Stanley (J M Morgan Stanley - investment bank); Hero Honda Motors Ltd (bikes); Castrol India Ltd (Castrol - lubricants); Vodafone India;

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CREATIVE BRIEF
Role of the Advertisement:
To create the awareness about the Hutch- Vodafone union and eradicate the brand identity crisis (The Pug ad) To inform everyone about the newly launched VAS (Value Added Services)ZooZoo ad

Target Audience:
Age-From a 5-year old boy to an 85-year old person Sex-For each and everyone Income group- Lower middle class and rural Indians

U.S.P. of the brand:

Vodafones unique selling proposition is its Value Added Services.

Single Minded Proposition:

The best VAS services provider in the country. Support: The ZooZoo campaign had considerable impact on the financials of the company when compared to its competitors during a period which saw a slump in sales revenue in the industry. This was due to price-wars among the existing players and the entry of new competitors in the fray. At end of Q1, FY10 (see the fig, below) :

Vodafone India added 7.68 million more subscribers Its customer base increased by 3.8% It reported an increase of 23% in revenue at constant exchange rates

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Source: www.medianama.com

Tone and Personality:

Overwhelmingly simple and entertaining yet very entertaining

Creative requirement : Print ads

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Mandatorys: Official logo and ad shots

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Our Interpretation of the creative brief

Ogilvy is handling the Vodafones account since 2009.Prior to that; they were also handling the Hutchison-Essar account. They created the famous ads which featured the pug and the girl and the beautiful boding they shared with the tagline-wherever you go, our network follows. Pug was Hutchs mascot since 2007 and became a household name after the ads went on-air. The brand identity of Hutch grew manifolds. The Pug they used in their ads for Hutch was to show the loyalty of dogs to the mankind. They sent the message to the masses that Hutch is as loyal to its subscribers as a dog to its owner, that their services are as reliable as of the dog. When Vodafone acquired Hutch in 2007, they had this daunting task of creating the awareness of this event in the masses. The event was obviously important for Vodafones arrival in the Indian Telecom fray. Ogilvy was given this task of handling this brandidentity crisis. Now Ogilvy had to take care of the rebranding campaign of Vodafone.The Pug once again came to the rescue and they created a series of ads featuring the pug,sending the message that Hutch is now Vodafone. The next task in hand was to attach the rural India with Vodafone. Ogilvy ,this time, gave some much deserved rest to the pug and recalled the tried and tested veteran Irrfan Khan,the Indian acting superstar but who doesnt like a superstar.He gave the crowd his witty one liners underlying the messages Vodafone tried to convey to the audience.Crowd treated him like a king and he became more identifiable for his hutchvodafone ad appearances than his movie appearances in the audience.The ads were a treat to watch and became superhits. Then came the big moment which changed the Indian Advertisement landscape forever.Vodafone was now planning to launch its already hugely popular (in Europe) VAS (Value added services) in India and they wanted something unique to convey their message to the audience. Ogilvy then came up with a creature who is, to this date, the greatest mythical character to ever come out of the advertising world-The ZooZoo.
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The ZooZoos were a combination of real and virtual personalities. ZooZoo was a semi alien semi-human character living in an earth-like place (lot of which is left to the viewer's imagination).These were very simple beings who were very expressive. They laughed aloud, cried loud and had a child like simplicity around them. They communicated among themselves in an alien-like language. ZooZoos connected themselves with the audience instantly and brilliantly. They were the most welcomed creature in the advertisement planet.They were loved by the kids and elders alike just what the Vodafone imagined.They wanted to target an audience which comprised a 4-year old and an 85-year old at the same place. 30 ads were made by Ogilvy featuring zoozoo with its friends, conveying the message about the launching of VAS services offered by the Vodafone.25 ads went on-air,the duration of them varied between 5-10 seconds. The Cost of filming those ads stood around approx.30 million Rs. and the shoot took 20 days to take place in South Africa.Local theatre artists were used to portray the characters of ZooZoos. The idea of the ZooZoo was the brainchild of Mr.Rajeev Roy,the executive creative director of Ogilvy India. The ads were produced by Mr.Prakash Verma of Banglore based Nirvana Productions in association with Platypus Producations, a local studio in South Africa. There was a fundamental difference between the advertising strategies used by the Vodafone at the times.The characters they used to convey their messages to the audiences were different.While Pug was a mascot and often used as one, the ZooZoo was more of a personality just like us.They were both celebrated but the ZooZoo created frenzy across the nation. Many fan clubs on various social networking websites are dedicated to this strange-looking creature. Moreover, by creating a creature like ZooZoo, Ogilvy once again showed the advertisement world why they are still the big boss of the global advertisement space.

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The ZooZoo advertisements were indeed clutter-breaking and they reinforced the following:

Low cost advertisements can make good impact Concept and content are most important Expensive brand ambassadors are not a necessity The advertisements should relate to the common man The message conveyed should be kept simple A well-crafted campaign can be accentuated through massive viral marketing

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Conclusion
In todays world which is fast moving & dynamic, peoples wants, need and desires are changing; its very important to know them and give them what they want. This is the main objective of advertising where ad agency plays major role in market research, making of creative, launching it in the market, taking the feedback of consumer and making any product famous and acceptable among consumers. Ad agencies are playing an important role in shaping present and future of not just selected brand but of entire company.

There is no one -- sure-fire -- best way to advertise your product or service. It is important to explore the various advertising media and select those which will most effectively convey your message to your customers in a cost-efficient manner. Always remember, advertising is an investment in the future of your business.

Bibliography
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Websites
www.magindia.com www.ogilvyindia.com www.afaqs.com www.adage.com http://en.wikipedia.org/vodafone http://en.wikipedia.org/ogilvyandmather www.aaaindia.org

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