Brand Audit of Vodafone

6449 Words Nov 6th, 2012 26 Pages
| VODAFONE | A Strategic Brand Management Project | | Submitted to : Dr Lubna Nafees | Submitted by:Ram Narayan 11HR-023Shilpi Pachauri 11HR-027Shravani Kosana 11HR-028Indraneal Balasubramanian 11FN-043Aparna Vyas 11FN-019Prashant Garg 11FN-134 | |

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TABLE OF CONTENTS

Section one: Brand Campaign Descriptors…………………………………………………..03 1. Brief Description of the campaign……………………………………......................04 2. Communication………………………………………………………………………05 3. Advertising Agency…………………………………………………………………..05 4. Frequency of the campaign and the media used………………………………….......06
Section Two: Campaign
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Social Media Competitive Analysis………………………………………………….19 4. Elements which are being adapted, changed or reinforced…………………………..20 5. Creative proposition………………………………………………………………….21 6. Target audience and profile of consumers for campaign…………………………….21 7. Campaign Length and Frequency…………………………………………………….21

8. Rationale behind approach, with justification – ranging from conceptual to empirical……………………………………………………………………………...22 9. Method of tracking response and effectiveness……………………………………...23 10. Limitations…………………………………………………………………………...27 11. Conclusion……………………………………………………………………………27
Appendix B…………………………………………………………………………………..29
References…………………………………………………………………………………...38

Section One
Brand Campaign Descriptors
Vodafone has recently launched “VODAFONE DELIGHTS” in an attempt to build a high impact campaign to promote its service offerings. “Vodafone Delights” was introduced October 2011 giving customers benefits on travel, lifestyle, dining and entertainment with other commercial establishments. The main objective behind the campaign was to convey Vodafone’s care and desire to delight.

Brand: Vodafone Delights
Product: Cellular services
Medium: TVC

* Brief description of the campaign

Objective * To tell customers that Vodafone cares for them and is always trying to delight them. * To communicate that Vodafone cares for its customers and strives to

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