Brief:-
Competition is going great between all telecom service providers after entering "Uninor". Uninor also coming with good strategy to enter in market and cover mass people. Each and every service providers have its own competencies. Lets we can talk about major competitors VODAFONE V/s AIRTEL.
Both brand has taken change their logo (Vodafone bought hutch) and recent this year Airtel change its corporate identity. A time was there before 2009, Airtel always came with innovative VAS service; good network, creative campaign, amazing ideas, and other were following AIRTEL ideas at that time. And now, we are not getting such things from Airtel.
No. of Players:- Vodafone, Airtel, Reliance, Idea, Videocon, Tata Docomo, Uninor, BSNL (Major competitors)
Strategy part:-
(1) Vodafone:- Since Vodafone has bought the hutch company, immediately taken an op of IPL season-1 and did aggressive branding, channel road block strategy was done by Vodafone. And suddenly Vodafone is became success in reposition of brand. Otherwise, it was very difficult to change its corporate identity in the mind of consumers. It was challenge taken by Vodafone, to remove the brand name HUTCH from the market and established Vodafone. This task has got huge success.
Vodafone has executed each strategy carefully and on right time against huge rival Airtel. Hutch was very strong brand and difficult to kill that brand, but Vodafone did it. Then, slowly one by one strategy was executed with new Vodafone dog, new jingle, which was the first phase to establish the brand.
Then again IPL season came and coming with "Zoo zoo" branding, very new concept, creative idea, great mascot, all zoo zoo campaign has established strong Vodafone brand. Each and every Indian people were liked all zoo zoo campaign, advertisement, service message by Vodafone. Again at that time Vodafone executed right time strategy and made it succeed as well as made stronger brand.
IPL was made very lucky for Vodafone. And then, slowly Vodafone change its tagline and make it new ” (Power to you) " . So, Vodafone has taken very carefully each steps and executed each strategy very timely.Yes, we are regularly getting new innovation, creative ideas, silent ad but clear message from Vodafone side. Vodafone is now coming with innovative VAS service. Recently, it has launched "Take borrowed from your friends" campaign.
Link:- http://www.vodafone.in/pages/tvads.aspx
Vodafone each services campaign like, night call, IPL-3, bonus offer, Vodafone delight, call at 10p, mobile number portability, Vodafone 3G, 3G launch pad, IPL-4, Low mobile balance services etc. all are good campaign , breaking clutter campaign and people feel good.
(2) AIRTEL:-
Now, Airtel is going down and also not coming with good services as well ideas in terms of branding part. Overall Vodafone beat to Airtel even though Idea, reliance is going good. Idea cellular services, Tata Docomo is now coming with good campaign even Uninor as compared to Airtel.
Recently this year, Airtel has made change its corporate identity (logo), which is not getting much good response in mind of consumers. Airtel old logo was really good and strong brand.
New logo is not yet set in the consumers mind.
 |
| New logo |
 |
| Old Logo |
Now, we are not getting any new service from Airtel like Vodafone, even brand awareness is not working well. Airtel is showing just its new corporate identity as compared to service. So, we can say that Idea, Tata Docomo is executing regularly good service to stay in competition.
Enjoy..VODAFONE
