Fin24

Vodacom to change its brand

2011-02-09 07:33

 Johannesburg – In April Vodacom Group [JSE:VOD] will start a massive marketing process to bring the Vodacom brand closer to its British parent, Vodafone, according to industry sources.

On Tuesday the cellphone giant declined to confirm the news and Vodacom chief executive Pieter Uys said the media would have to “wait and see”.

Sake24 has learnt that Vodacom will move closer to the Vodafone brand by, inter alia, starting to use Voda¬fone’s motto Power to you, as well as the distinctive logo of an inverted red comma. The Vodacom brand name will remain.

On Tuesday Andy Rice, who chairs the Yellowwood marketing agency and is well known in marketing circles, reacted by saying the rumours about the name change had been circulating for months.

It would certainly be one of the biggest name changes to date in South Africa. He said that Vodacom had a very strong brand reaching across from the wealthiest to the poorest.

Several studies of brand names have shown the Vodacom brand to be one of the strongest in South Africa.

Vodacom spokesperson Richard Boorman declined to confirm the campaign, but did say the company had indicated in its recent quarterly report that it intended spending money on its brand.

Last Wednesday the company announced that it planned on spending R200m to improve its customer service and brand identity.

Further confirmation also comes from a recent complaint against Cell C that Vodafone submitted to the Advertising Standards Authority (ASA).

Vodafone objected to a television advertisement broadcast by Cell C in December, which contained the slogan Power to you.

Cell C argued that Vodafone’s slogan was not being used in South Africa.

But Vodafone said that it used the slogan worldwide and that it was planning to use it in South Africa. It had also applied to register its slogan as a brand name in South Africa.

The ASA decided in Vodafone’s favour.

-    Sake24.com

For business news in Afrikaans, go to www.sake24.com.

Comments
  • DeeDee - 2011-02-09 08:23

    I'm rethinking about Vodacom anyway as they have become cheats, robbing customers through their data and airtime bundles. Can't wait to get to another service provider.

  • Gerhard - 2011-02-09 08:31

    Why don't they rather change the name to VodaCON? These idiots build one of their unsightly towers almost in my backyard with no ones permisission except a pay off to local useless municipality

  • Gavin - 2011-02-09 08:58

    Instead of wasting money on branding just sort out network problems and signal problems in the Raceview Alberante areas. Best marketing tool is a happy customer

  • Cedric Froneman - 2011-02-09 09:02

    Instead of "smoke and mirrors" how about investing some money in your network and customer service. Dropped calls and poor reception give no power to consumers. Vodacom's customer care stores are filled with individuals who either don't know their product or don't give a damn. Arrogance seems to permeate through this organisation and it's brand is only strong because of a lack of strong competition in its formative years. Marketing starts and ends with customer perception not name or logo change...catch a wake up!

  • Just saying - 2011-02-09 09:04

    VODACOM SHOULD CHANGE THEIR TECHNICAL COMPETENCE. Maybe they should start by getting their "service" closer to their customers... I for one can't wait for my contracts to end, so I can move my business elsewhere.

  • Axl - 2011-02-09 09:53

    VodaCON should rather spend money on improving the infrastructure and customer service. When I recently called complaining about poor signal, they told me to find other users in my area with the same problem, before they would consider looking into the issue. Ridiculous! ... or here is another wild idea - how about lowering call costs, to be more inline with worldwide communication costs?

  • dadoss247365 - 2011-02-09 09:56

    VODACOM USED TO BE A BRILLIANT SERVICE PROVIDER... Until that Vodafone sponge destroyed it. Milking profits investing nothing, my service has left me frustrated & angry!!! I am moving to a local provider like MTN or Cell C, Vodacom has changed from a great company to a parasite in my opinion, thanks to Vodafone, who if you ask me should be banned forever from any local investment!

  • Peter - 2011-02-09 09:59

    I have had enough of these thieves. For some bizarre reason I have actually been a customer for 9 years. The service is actaully mind boggling shocking! I will be porting today :) Coming soon....www.voldacom.co.za

  • Guy - 2011-02-09 09:59

    VosaCON? More like VodaGONE

  • Ìtumeleng - 2011-02-09 10:07

    We need more stronger competition in this country so that customers can get the best deal. Vodacom is certainly NOT the best in this country or in the world. Just like our useless Government money is spend where it is not necessary to be spend. Bring down tarrifs, ensure that network coverage is everywhere in this country and ensure customer satisfaction. then you can re-brand

  • Brett - 2011-02-09 10:11

    Well said Cedric Froneman....disgusting Company to be associated with. When my contracts up I am moving to Cell C as MTN is no better1

  • dempsey - 2011-02-09 10:25

    it will be more productive to invest money in their employees and partners by training & educating them on how to listen to customers, better serve customers and sort out problems quickly. Like most SA companies - ad budgets are vast by staff training is non existent, the advertising is SLICK but scratch below the surface and you will find poor quality staff, poorly trained and inefficient. Educate this country!

  • the d - 2011-02-09 10:27

    Hahahahahaha and i thought i'd be the only one to say this. Can't agree more - invest in ur infrastructure........i have NO signal at home - you know, the place I spend evenings and weekends, the place I'd like to use my phone for surfing, chat, etc? Oh and if anyone from Vodacom reads this - Edleen Kempton Park, there is a tower round the corner - but it never works..... Cannot wait for contract to end!

  • Happy - 2011-02-09 10:58

    Be cheapest and don't rip us off and we will support you. Don't get into a chartel with MTN as you have been doing for years.

  • Mkhize - 2011-02-09 11:26

    Vodacom is been around for sometime now, but I wonder why they become copy cats like this, MTN gave free minutes to its customers, Vodacom came up with night shift,(the dom idea i ever heard). who on earth wants to be called at that time of the night, Cell C has rebranded, They want to rebrand too, Please come on,

  • stella - 2011-02-09 12:01

    Just stay away from MTN as they are even worse. Cancelled my contract but after 4 months I still get billed for things that they cannot explain. I have now changed my bank to get rid of them.

  • Ramon - 2011-02-09 12:27

    how about changing your attitude to customer service. That will work better.

  • rix - 2011-02-09 12:32

    what a rip - my/your contract phone, under warranty, and you want to charge me R95.00 to clean the dust out, this after standing in a queue for 25 minutes to speak to a consultant... please, got it sorted elsewhere for a third of that price

  • the d - 2011-02-09 16:47

    @ Axl - omw! I had the exact same. Yes - i'll go to strangers - hey u - u vodacom?! Dear Vodacom - let me do ur jobs for u. I have signal at work I have signal in CPT I have singal at the bowling club I have signal in otherparts of Kempton I do NOT have signal at home I used sisters phone at home to access same sites etc as I was trying. It worked.......why? she is with MTN! Hmmm, I wonder where the problem is? Poor vodacom signal at home, despite the tower near by? Oh no can;t be - cos I didn;t harras 100 strangers in the area to find out if they also struggle

  • Al - 2011-02-09 17:15

    Power to you; profits to the UK. Without Telkom as a major shareholder, I hope this means the government is going to be a little stricter regarding the setting of cellphone fees.

  • Alan - 2011-02-09 18:03

    After being a subscriber for about 12 years they wanted a R5000.00 deposit for international roaming. Bought a sim card for R100 in Portugal - problem solved. Wake up Vodacom!!!!

  • lemon - 2011-02-09 18:10

    as you all know, greed is the devil's playground....

  • Joe Average - 2011-02-09 22:13

    My Contracts up - moving to Cell C in the morning - there is no way I am still supporting these thiefs. We need the competition and Cell C are listening to their clients - going to support them full out.

  • Richard - 2011-02-09 22:27

    This is a direct reaction to Bharti-Airtel moving into the African market.

  • Houston - 2011-02-09 22:34

    good luck to you guys, Vodafone are in the middle of a class action law suit in Oz due to poor service, they are shocking!! Customers are leaving in droves - must be pretty poor when they prefer the local parastatal over a private company supposedly specializing in mobile services

  • Edward - 2011-02-10 11:04

    Cell C coverage not that great either. No coverage in some places. My wife has been with 8.ta the last few months and is pretty happy. Thinking of giving them a try as well.

  • Llewellyn - 2011-02-10 11:56

    8ta is here with the cheapest rates!!!!!!!!!!

  • Gert Venter - 2011-02-12 16:53

    VodaCon it is. Been having problems since November 2009, in Walkers Fruit Farms, Meyerton area. Was told to wait for the new tower, what a nice way to get rid of the fault I reported. Hahaha 2 years later I received an SMS new tower installed. Guess what, still no service or feedback on the fault I reported again. 3 Expensive contract phones and Data bundles without any service..... the uneducated customer care agent is unable to help me, yet she cannot put me through to any hihger authority. All I want is for them to admit they are unable to provide 3G service!!! Where to from here? I am taking my business to Cell C had enough!.

  • Ebrahim - 2011-02-16 04:07

    Vodacom stil is the best SP in SA they own 53 percent of the market share in SA leaving cell c,MTN and all the other SP spliting the remaining 43 percent,They are currently improving their network and spending huge sums of money doing this they always 1 step ahead...

  • Billy Brown Bear - 2011-02-16 10:51

    I'm not so sure I like this company, apart from the usual complaints, Vodafone Egypt supported an autocratic tyrant by sending out pro-Mubarak texts. Don't argue twisting of the arm when they clearly entered a contractual agreement with said govt knowing full-well what the powers-in-charge represented. Don't argue it's an Egypt branch, they still use the Vodafone brand name. Same as the British one, and the South African one. But of course, you can't expect any better from corporates who sell their own mothers for a dime, or a chance to expand. How about growing a spine, Vodafone, even better, grow a soul. http://www.guardian.co.uk/commentisfree/2011/feb/03/vodafone-egypt-text-messages

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