项目进度分析报告

Confidential The Vodafone Brand
We are committed to building the world‟s most valuable communications brand
„To be the World Leader in Mobile Communications………….‟
Helping our customers make the most of their time BY Creating & delivering unbeatable experiences through…… BY Being Red, Rock Solid, Restless
How do we do it?
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
In the last 18 months we have further refined the brand and customer experience……
Evolution of Spontaneous Awareness for Evolution of Spontaneous Awareness of Vodafone Brand Vodafone Brand (Global Level)
100
Spontaneous Awareness Level (Weighted based on countries' mobile populations)
The Marketing Framework is the cornerstone of our Brand Strategy
Where are we going?
Why are we here? What do we do?
We will be the communications leader in an increasingly connected world BY
Helping our customers make the most of their time
We are by being therefore our voice is so our customers feel Red Passionate Emotional Appreciated Rock Solid Trustworthy Direct Confident Restless Creative Inspiring Inspired
Confidential The Vodafone Brand
Our brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart
BRANDED CUSTOMER EXPERIENCE
76.0%
74.0%
72.0%
70.0%
Spontaneous Awareness
68.0%
66.0% FY0304 FY0405 Annual Performance Competition Vodafone FY0506 FY0607
Q1 2
January 2000 - July 2006
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Brand “How Are You?” Migration Launch “Hello”
Vodafone live! launch
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
Retail – a new design bringing the brand idea to the customer experience
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
Evolution of Preference for Vodafone Brand
82.0%
90 80
80.0%
78.0%
Preference amongst Users
70 60 50 40 30 20 10 0
00 0 Q2 Q3 Q1 Q4 20 01 Q2 Q3 Q1 Q4 20 02 Q2 Q3 Q1 Q4 20 03 Q2 Q3 Q1 Q4 20 04 Q2 Q3 Q1 Q4 20 05 Q2 Q3 Q1 Q4 20 06 Q2
Vision, 2001
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
Our global brand building journey started only 7 years ago, and has had a number of distinct phases
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
We have put the brand at the centre of the Customer Experience
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
Brand Identity – A unique, contemporary and iconic identity which gives Vodafone the stature of a world-class brand
We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy
Master Brand
Products & Services
The proliferation of sub-brands was hindering our ability to build Vodafone as the leading brand in our category
“A brand is what a brand does.”
Arun Sarin, CEO Vodafone
“The most valuable brands in the world are those where the customer knows they‟re going
to get a good experience”
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
As a result we have achieved tremendous growth in our brand awareness and preference
Our Promise to you
We value your time more than anyone else. That‟s why, wherever you see Vodafone, you can expect:
• A network you can rely on when you need it
OpCo „How are You?‟ Executions OpCo „How are You?‟ and Vodafone live! executions
Pre 2001
2001
2002
2003
2004
2005
wenku.baidu.com
2006 „Make the Most of Now‟ Launch
2007 MTMON Tone of Voice
• Expert, friendly help and advice – you only have to ask once • When you‟re abroad, the services you need will be as easy to use as at home, and you‟ll know what you are paying • New and inspiring solutions to help you make the most of your time
In a single brand hierarchy, there is only one brand; everything else is information to help customers navigate (this drove the implementation of our current naming strategy)
MARKETING FRAMEWORK
BRAND COMMUNICATIONS
BRAND VALUES & ENGAGEMENT
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
Sir John Bond, Chairman, Vodafone
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
We want our customers to feel appreciated, confident and inspired
WFA/ISA – Global Conference
The Vodafone Brand – Creating a culture of brand engagement
Grace Molenaar
Head of Brand Development
Make the most of now
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
...so our customers spend more time with us
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
…..and we have made a commitment to customers through our new Customer Promise
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WFA/ISA - Global Advertiser Conference Mumbai, March 5, 2008
Confidential The Vodafone Brand
Communications – all locally executed to our Brand Idea, a new Tone of Voice and refreshed Brand Guidelines