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Marketing Techniques for Vodafone plc

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To: Mandy Hayward From: Timothy Egbivwie Date: 20th September 2010 Subject: P1- Marketing Techniques for Vodafone plc 1.0 INTRODUCTION Vodafone is the world's largest mobile telecommunications community, employing over 65,000 staff and with over 130 million customers. The business operates in 26 countries worldwide. Vodafone is a public limited company with listings on the London and New York stock exchanges. Global recognition of the Vodafone brand is growing as the company rolls out its identity into new markets. However, it retains local names and imagery in markets where this is essential to maintaining the trust of customers. To help promote its image worldwide, Vodafone uses leading sports stars from high profile global sports, including David Beckham and Michael Schumacher. This Case Study concentrates on how such promotion can help to keep a leading brand at the forefront of public awareness. 2.0 ESSENTIALS OF MARKETING The world is a global market with few barriers, so Vodafone has to be highly visible as 'the brand to buy'. Effective marketing is the key to this high visibility. Marketing involves anticipating customers needs and finding the right product or service to meet those needs, thereby encouraging high sales levels. Vodafone goes further by looking to impress on its customers not merely what its products are i.e. features, but also what they can increasingly benefits. This involves effective communication. There is a slowdown in sales of mobile handsets, in some markets like the UK, as the mature part of the product lifecycle is reached. ...read more.


This is known as above the line promotion. * Stores have special offers, promotions and point of sale posters to attract those inside the stores to buy. * Vodafone's stores, its products and its staff all project the brand image. * Vodafone actively develops good public relations by sending press releases to national newspapers and magazines to explain new products and ideas. 3.5Vodafone Products Brand Vodafone brand are logos seen on the products they provide. Their broadband services, phones and laptops that they sell online and in-store they all have Vodafone logo on it. Vodafone has made development in the recent years by sponsoring formula 1 racing and that helps Vodafone to also repeat business. Vodafone brand also repeat business through the use of advertising that has Vodafone logos on every aspect of the advert that helps to repeats business. Vodafone logo is red and the aim is "power to you" and Vodafone has achieved their objectives through branding which helps Vodafone to gain market leadership and raising customer's awareness. Market Research Vodafone helps businesses to make critical decisions and understanding the dynamics of its market. Vodafone does research by finding out more about customers, competitors and overall marketing environment. For example Vodafone does primary research by designing a questionnaire about their customer's interest and then go into secondary research when they make surveys about what customers think about their services and what they would recommend in certain areas that needs improvement. This research helps Vodafone and reduces the chances of making wrong decisions. ...read more.


http://www.unison.org.uk/healthcare/ Unison's ANSOFF Matrix The Ansoff matrix presents the products and market choices available to Unison. Ansoff matrix is a useful tool framework for looking at possible techniques to reduce the gap between where Unison may be without a change. Market penetration Product Development * Posters for schools and colleges * Direct mail and E-marketing * More benefits for member's leisure, health offers. Market Development Diversification * To use the internet to recruit 24hours a day. * Join other unions together to make stronger union. Branding Unison is a big brand and they sponsor people who are sacked and out of job and they help fight for their members. The brand name is easily recognizable with the blue color and they are also targeting to use the brand name that has been a major part of the success to become the new NHS according to their website http://www.unison.org.uk/ they are targeting and still prompting their services by advertising new jobs every day. Relationship with marketing Unison communicate with their customers through direct mail to the members and also through the telephone whereby they can contact their members and also use it to promote their service by sending out 1 minute survey on emails. Conclusion In conclusion I think Vodafone is one the top telecommunication and have being offering their customers a good quality of service. They always make the use of questionnaire in store when an item is bought to find out their customers views and opinions to help improve their service. I also talk about Unison a big charity for green problems. ?? ?? ?? ?? Timothy Egbivwie ...read more.

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