Telecom giant Vodafone is set to launch a new global marketing campaign scrapping the old tagline, "Make the most of now" and introducing the new "Power to you" positioning, in line with its plans to shift branding strategy in four years.
The new marketing campaign is aimed at popularizing new multimedia services and promoting the use of smartphones among masses. Vodafone will launch the new service, called Vodafone 360, in this week, in a bid to compete with rival Apple's iPhone applications. The service will provide a common platform for a number of social networking sites, including Twitter and Facebook.
The Italian Chief Executive of Vodafone, Vittorio Colao said: "The centre of this company is marketing and human resources. It is not the brand talking any more and telling the customer what to do. It is the customer who will decide."
He said that the marketing campaign is more than a marketing push. He wants the firm to get its brand and image chiseled by carrying out biggest ever overhaul in almost five years.
The proposed merger of T-Mobile and Orange may push down Vodafone from its top position in UK.
Kapil Jagga
PGDM 3rd Sem.
Sec - B
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