ADVERTISING AND SALES PROMOTION AT VI MOBILE NETWORK

Abstract

This research investigates the impact of Vi's (Vodafone Idea) marketing and sales campaigns on the brand's recognition and perception, as well as consumers' purchasing decisions in the highly competitive Indian mobile phone market. The investigation examines the impact of digital advertisements, celebrity endorsements, discount programs, recharge incentives, and service packages on consumers' decisions. The study examines the marketing strategies that result in recall and loyalty versus those that only lead to short-term subscriptions by utilizing secondary data, customer responses, and comparisons with competing networks. The findings indicate that fragmented promotions can impede the ability of individuals to identify a brand. Conversely, involvement is enhanced through the implementation of integrated communication, value-based offerings, and consistent brand language. The study's conclusion provides management with suggestions for enhancing Vi's promotional combination to maintain growth and enhance its market position.