Vodafone Tuesday relaunched

By Devesh Gupta , afaqs!, New Delhi | In Digital | July 24, 2014
The telecom brand, in its latest marketing initiative, is offering a 1+1 offer to the consumer at select retail outlets.

Vodafone has re-launched Vodafone Tuesday, a marketing initiative that offers consumers a 'one plus one' offer at select retail brands like Gitanjali Salons, DT Cinemas, Pizza Hut, Worlds of Wonder, Costa Coffee, Splash Waterpark, Bikanerwala and Mad over Donuts.

The initiative was launched several years ago, but was pulled out for unspecified reasons from Delhi. Now, Vodafone has revived it and is running a six-week-long campaign to create awareness around it.

The premise behind the initiative is that Tuesdays are mostly lean days for any retail brand and initiatives such as these can get more walk-ins leadin to a win-win situation for both the brand and Vodafone.

Talking point

Subrat Padhi, business head, Vodafone Delhi, says, "Indian customers like to do three things outside work - watch movies, cricket and meet out. It was difficult to bring all three into a frame, so we thought of adding some value to our customers' life, which is beyond our products and services."

During the research, Vodafone claims to have found that people still remembered the pilot project and wanted such an initiative to begin. With the 'one plus one' offer, Vodafone allows people to sample different brands (which in many cases need not be their usual brand) and improves the customer interaction with the brand.

Padhi says that the partners and customers are extremely happy with the product, which brings in the experiential factor for the brand, apart from word-of-mouth publicity. Vodafone is not looking at a specific TG for its initiative. As Padhi points out, telecom is one category where the entire universe is a TG.

A Vodafone consumer has to go to the counter of the brand he is visiting and show his coupon he can download by just sending a message to a number and show that coupon to claim his discounts. Since its an all TG offer, it does not need a smartphone.

Vodafone is promoting the initiative via retail brand showrooms, outdoor (bus shelters), online, print and other media but not television, since it is more of a national medium more than a city medium. Vodafone has restricted the activity to Delhi for now.

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