Vodafone UK Marketing and Strategy

This assignment delves into the marketing strategies employed by Vodafone UK. It examines the company's approach to service delivery, emphasizing the importance of time in customer interactions. The analysis highlights key product features like deliverability and responsiveness to customer needs. Furthermore, it differentiates between domestic and international marketing approaches, illustrating how Vodafone adapts its strategies to diverse markets. The assignment concludes by recognizing Vodafone UK's success as a leading service provider.

Marketing Principles
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Marketing Principles
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Marketing Principles
Contents
Introduction.................................................................................................................................................3
Task 1..........................................................................................................................................................3
Elements of the marketing process..........................................................................................................3
Benefits and cost of market orientation for a selected organization.........................................................6
Task 2..........................................................................................................................................................8
Environmental analysis............................................................................................................................8
Segmentation strategy............................................................................................................................10
Targeting strategy..................................................................................................................................10
Positioning strategy...............................................................................................................................10
Task 3........................................................................................................................................................11
Development of the products.................................................................................................................11
Pricing strategy......................................................................................................................................11
Promotional strategy..............................................................................................................................12
Additional elements in marketing mix...................................................................................................13
Task 4........................................................................................................................................................14
Marketing mix.......................................................................................................................................14
Differences in marketing products or services.......................................................................................15
Difference between domestic marketing and international marketing...................................................16
Conclusion.................................................................................................................................................18
References.................................................................................................................................................19
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Introduction
Marketing of the products of a company is very essential from the company's point of view. It
can be said that if a company want to expand the business venture, then it must take serious steps
to promote the products of the company. There are various stages of the markets where the
promotions and marketing can be done and by which the products will be able to reach the target
customers in the market. A proper marketing of the organisational products helps to rebuild the
reputation of the company in the marketing scenario. It is to say that proper marketing of
products helps the organization to achieve the organizational goal more effectively than any
other processes in the field. There are some crucial aspects of marketing that is needed to be
followed in a proper mannerism. It will help the organization to make positive impacts in the
minds of the customers. Here, in this case, Vodafone UK is trying to rebuild the reputation
among the people of UK in all new ways. Vodafone UK has been a renowned company and has
been giving the servitude to the people of UK for many years. The assignment is about the
marketing process and its importance to remind the customers about the present situation of
Vodafone UK in the current market.
Task 1
Elements of the marketing process
There are various elements in the marketing process by which a company can promote the
product and reach the target audience by different kinds of activities. The different elements are
as follows,
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Market research
Market research is a simple process by which the company can know about the condition of the
market and the activities those are needed to launch new products in the markets. It recognizes
the target customers in the market and depending on which the company can produce the
products. In this scenario, if Vodafone UK tries to launch new offers in the market then they
must go through the needs and the demands of the customers. This will help the management
department to know about the exact market condition and based on which they will take all the
business strategies(Abkowitz, 2008).
Market strategy
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Marketing strategies are the reflection of the market research. If Vodafone UK finds the exact
demand and need of the customers of the market, they will set their strategies based on the
demands and criteria only. Any organizations in this globe plan their strategies based on the
demand and needs of the customers only. So if Vodafone UK wants to be effective in the market,
they must make the strategies depending on the results of the market research only.
Marketing activities
This is related to the strategies that are set based on the market research. The company's
marketing strategies define the activities of the company in the target market. Vodafone UK, in
this case, must make a list of their marketing activities, and the activities must be in link with the
strategies. For example, if they come to know that the customers of London are focusing on the
internet facilities in the mobiles more than calling or texting then they must make some attractive
internet packs to increase the attraction of the customers in that particular region.
Marketing promotion
The marketing activities are done based on the marketing strategies, and the promotions of the
products are mainly done based on the activities of the market. In this scenario, if the company's
strategies mention launching a new offer for the customers then the company must promote the
offer in various promotional platforms. It means the offer must get the proper promotion so that
the target audience comes to know about the offer and approach to buy it(Abkowitz, 2008).
Sales activities
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After the promotion of the product sales activities is very crucial from the company's point of
view. Vodafone UK must do different surveys to know about the trends of shopping. They must
know if the customers favour online transaction or they prefer buying the product directly from
the retailer. Depending on which they will make all the strategic movements to sell the product
to the desired customers(Abkowitz, 2008).
Customer feedback
The company must not sit back and relax after selling the product. They must keep all the
information about the servitude of the products and the satisfaction level of the customers to
know about the pros and cons of the offers. It will help the company to know about the
performance of the product and depending on it they will try to produce more offers like this.
Marketing effectiveness
The company must know about the effectiveness of the product in the market. Here, in this case,
Vodafone UK must go through the entire market and the minds of the customers to know how
much impact the offer has put in the minds of the customers(Burns, 2012). They will also try to
know about the possibilities of the customers whether they will approach to buy the product in
the future or not.
Benefits and cost of market orientation for a selected organization
There are many benefits and costs of marketing orientation for Vodafone UK. To what extend
market orientation has benefitted the organization is described below,
 It helps the company to shift the customers in different stages of the communication
effect pyramid.
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 It helps Vodafone UK to understand the present market share of the company.
 Market orientation helps the company to know about the point of views of the customers
about the product, and it also helps the company to make necessary improvements in the
products.
 It is very essential to attract the customers by packaging and labelling process.
 Helps the company by providing free transport and warehouse storage.
The costs of marketing orientation can be described by the following way,
 Promotional cost, in which the main costs are 1. Advertising cost and 2. Sales promotion
costs
Sales promotion cost includes three types of costs like,
i) Consumer promotion
ii) Trade promotion
iii) Business and sales force promotion
Last but not the lease there is another promotional cost, and that is 3. Public relation cost.
 Marketing research costs
 Design, labelling and packaging costs
 Outsourcing costs
 Discounts provided to the distributors sometimes cost the company.
Task 2
Environmental analysis
For any business, the environment of the place in which the management of the company is
running their business is one of the most important and soul aspect of the company(Burns, 2012).
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In this case, as mentioned earlier Vodafone UK being one of the most successful and established
company, it is quite clear that the management of the company is aware of the various aspects of
the environment. The environment of the business or the mentioned company contains many
important factors which are mentioned in the further report.
Macro analysis
The macro environment analysis is one of the most important and useful analyses for the
betterment of the company. In this process, the management of the company analyse the external
factors of the company such as the political factors, the economic factors, the social factors, the
technical factors, the environmental factors and the legal factors. This process is also known as
the PESTEL analysis. The mentioned company, Vodafone UK has successfully conducted the
macro analysis or the PESTEL analysis. The political factors are the most important for running
the company. In this process, the management of the company gets all the information on the
impact of politics or the local or the national government on their business. The economic factor
is also a very important factor for the company. In this process, the company or the management
of the company gets all the information about the economy of the country in which they are
running their business(Coleman, 2012). In the case of the Vodafone UK, the economy, as well as
the political factors, is both beneficial for the organization. The social factor is again an
important factor. The company or the management of the company must be accustomed to the
society or the culture of the place of their business. This will help the management of the
company to get more involved with the people of the nation, and the management would be able
to know about the basic needs and preferences of the customers of their company. The technical
aspect is one of the most important factors that the management of the company must be
concerned about for the betterment of the company or the organisation. If the management of the
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company can provide technical support and help to the customers, the customers would be
pleased with the service of the company and the company o the business of the company will
ultimately be benefited(Coleman, 2012).
Microanalysis
In the micro analysis, the management of the company naturally depends on the porter's five
forces theory. In this process the management of the company analyze the internal aspects of the
company for the betterment or improvement of the organizational factors such as the production
procedure, the employee performance the working environment of the workplace, the
communication between the management o the company and the employees of the company and
the communication between the employees of the company and the customers of the company.
In this process, the management of the company must be aware of the performance and strategies
of the rival organisations on the same field. If the company or the management of the company is
not aware of the rival companies, they would never be able to compete with those rival
organisations with success. In this case, Vodafone UK, being one of the most successful
companies, the management of the company has managed to maintain all the needed guidelines
for the betterment of the company. This is one of the prime reasons behind the success of the
company. Other than these, there are also some other aspects that the company or the
management of the company must be aware of which are mentioned in the next passages.
Segmentation strategy
Segmentation of The Company is one of the most important and useful ways to run the business
of the company. In this process, the management of the company divides the various aspects of
the organization in different segments. This process helps the management of the company as
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well as the employees of the company to look after all the aspects of the company with equal
care and skill. Segmentation can be regarded as one of the soul aspects of the marketing
principle.
Targeting strategy
Whatever organization it is, the first thing that the management of the company do is to set a
target customer and then prepare their product or service according to the needs of the customers.
Vodafone UK being one of the renowned services providing company, they have to deal with the
customers of different ages or different culture(Giuliani and Kurson, 2007). Thus the management
of the company must have all the information about the needs and the preferences of the
customer irrespective of their age, sex, religion or culture. In this process, the management of
the company should also have to perform a successful and strong customer analysis. This will
help the man management of the company to get the entire required informational bout the
customers of the company.
Positioning strategy
When the company or the management of the company is done with their target customers, then
it is the responsibility of the management of the company to place their product or service in the
right place in which it will gain most profit. Or that the management of the company would have
to depend on the positioning strategy. In this process, the management of the company analyses
the place in which the product or the service should be launched. As per as the success of the
Vodafone UK, it can easily be assumed that the management of the mentioned company is also
impressive with their poisoning strategy and it has enabled them to get more profit in less
time(Giuliani and Kurson, 2007).
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Task 3
Development of the products
For the betterment of the company or the business of the company, it is the responsibility of the
management of the company to develop the product or the services provided to the customer.
Whatever organization it is the prime target of any organization is to attract as much as
customers are possible. For that, the management of the company would have to satisfy the
needs of the customers. The first thing that the company or the management of the company
should do for the betterment of the company is to provide better quality products to the
customers(Lambin and Schuiling, 2012). If the customer gets better quality service at low price,
then it would be easy for the management of the company to get success in less time. Thus the
development of the product or the services are the most important and beneficial part of the
company or the business of the company. In this case, for Vodafone UK, it is quite clear that the
management of the company is frequently developing their services and that is the reason behind
the positive feedback of the customers of the company. If the management of the company as
well as the employees of the company manages to maintain the basic guidelines, then it would be
easier for the company to get success.
Pricing strategy
Pricing strategy is another important point that the company or the management of the company
should always be concerned of. When the management of the company is done with their
determination of the product, it is the time for the management of the company to determine the
price of the product or the service. For that, the company or the management of the company
must perform a strong and successful competitor analysis. (Lambin and Schuiling, 2012)In
accordance with the pricing strategy of the other rival organization, the management of the
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mentioned company must prepare their pricing strategy. Vodafone UK being one of the most
important and successful services providing company, they have a brilliant and successful
pricing strategy. The company is providing good quality service at an affordable price to the
customers, as a result more customers are willing to buy the service of the company. This is
another important point for the betterment of the company. The low price strategy has always
been beneficial for the up gradation of the company. This is how an organization or the
management of the organization can attract more customers. Not only that, the management of
the company sometimes give offers or various schemes to the customers for their mental
satisfaction. These are the prime pricing strategy of the mentioned company which has turned up
to be very much beneficial for the betterment of the company or the business of the company as a
whole.
Promotional strategy
After the promotional strategy, the most important point is the promotional strategy of the
company. The management of the company must be aware of the fact of the promotion for the
betterment of the company. If the management of the company is not planning to promote their
product or their service they would never be able to reach to their target customers. This is
another way to attract more customers(Pinto, 2015). For the promotion of the product or the
service that the mentioned company is providing to the customers the management of the
company can be dependent on various factors such as advertisement through television, through
radio, through posters or banners and some campaign and surveys. This is the main and the
prime ways of promoting the product that the company or the management of the company is
producing. The mentioned company is one of the most successful and multinational companies
in the world for a reason. The creativity in the television advertisement has successfully pleased
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the customers and has compelled them to buy service from the company. The most useful way to
promote the product or the service is too simple, which is to provide best quality service. People
will spread the news of the reliability of the product or the service themselves. And more
customers will visit the company. These are the most useful nod the most used ways to promote
the product or the service of any company. In this case, the management of the mentioned
company has enabled to maintain a very strong way of promoting their service. The annual
revenue of the company is one of the proofs of the sauces of the marketing strategies of the
company(Pinto, 2015).
Additional elements in marketing mix
The marketing mix is the prime four aspects of an organization which the management of the
company should be aware for the betterment of the company as well as the business of the
company. The prime aspects are the product, price, promotion and place. These are the main
aspect which if not maintained by the management of the company, can turn up to be very much
harmful to the business of the company. Other than these there are also some other points that the
management of the company should always be aware of. The other factors in the marketing mix
strategy are people, physical resource and the process. These three aspects are also very
important for the betterment of the company. People are one of the most important factors for the
management of the company. The management of the company must be aware of the needs and
the requirements of the people of the place in which they are running their business. The physical
resource is always needed for the job to be done. The more the employees are, the less will be
the work load. The process of the marketing or the business is another important aspect. When
all the external factors are done, Then the management t of the company should determine the
process in which they are going to conduct their business. These are the main and the prime
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elements in the marketing mix strategy which is used for the betterment of the business of the
company. If the employees, as well as the management of the company, can manage to maintain
all these aspects properly, it would be easier for them to get success in less time(Pinto, 2015).
Task 4
Marketing mix
The marketing mix is very essential from the company's point of view. It can be said that a
product of a particular company survives based on the marketing mix strategies only. There is a
conventional way by which the marketing mix strategy can be elaborated. The ways are as
follows,
The 4Ps of the market has the capability to decide whether the product of the company will be
able to survive the market or not(Stack, 2013). The 4Ps of the market includes price, promotion,
place and product. It decides the probability of success that the company desires to have. The
elaboration is as follows,
Product: This part of marketing mix tells about the features of the products that the company is
going to launch. It also compares the product's features with the demand and criteria of the
customers in the market. It can be said that if the features of the product match the criteria in an
exact way, then the product will be able to survive in the market in the most effective way. The
products of the company are the main elements which decide the success of the organization.
Vodafone UK must launch the products according to the needs of the customers to maintain the
customer relationship with the company(Stack, 2013).
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Price: This part of the marketing mix depends on the customers as well as upon the company.
There are various customers in the market depending on whom the company can set the price of
the products. It can be said that the company must set the prices of services depending on the
financial condition of the customers.
Place: The place of the company can make a huge difference in the outcomes of the business.
The customers who need the service of the company must be pointed out to select the place of
the company. The proper place of the company plays a decisive role in the field of organisational
success.
Promotion: The customers in the market are not always ready to take the servitude of the
company. There are few customers who have interest in the products or services of the company.
To reach those customers, the company must make effective promotional activities of the
services of the company.
Differences in marketing products or services
Marketing services include many features like,
Trust: Delivering the service to the customers means the company is building a trust with the
customer. It means there are future possibilities where the customers may approach again to buy
that service again(Worthington and Britton, 2015).
Time: Delivering service also implies the delivery of time. It means the company is pending its
time on the customers and the customers are also giving their time to the company. This
exchange of time among the customers and the company can play a decisive role in the field of
business and can decide the success of the company.
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Marketing products may have features like,
Deliverability: The delivery of the product to the desired customers creates an impact on the
minds of the customers. The impact is about the company. Marketing services assure the
customers that the products will be delivered to them.
Wants and Needs: The customer may have different demands based on their criteria and needs.
According to the needs of the customers, the company must make and deliver their products to
build a positive impact on the company(Worthington and Britton, 2015).
Difference between domestic marketing and international marketing
Domestic marketing depends on the single nation where the company is situated. All the
researches and the strategies those are taken by the company keeping the domestic rules and
regulation in mind. The target customers, in this case, are limited to the region of one particular
country. Vodafone UK has only approached to do the marketing in the UK only. So the strategy
of the company will be bounded within the limit of UK.
International marketing includes more than a country, and the rules and regulations of different
countries must be kept in mind to be succeeded in the field of the business. It is to say that it is
very hard to maintain the international marketing rather than domestic marketing(Worthington
and Britton, 2015). International marketing includes the demands and choices of the customers
who are from a different position of the globe. Vodafone has many countries where the company
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is maintaining perfect markets. The strategies and the target audience vary depending on the
condition of the countries.
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Conclusion
To conclude the report, it must be admitted that Vodafone UK is one of the best service
providing companies in the world for a reason. As per as the facts gathered from the above report
are enough to make it clear that almost all the organizational aspects of the company are perfect
and the management of the company is concerned about all the factors which are the reason
behind the success of the company. Lastly, it must be said that the management, the leaders and
the employees of he mentioned the company had done all the needful things for the betterment of
the company or the business of the company.
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References
Abkowitz, M. (2008). Operational risk management. 1st ed. Hoboken, N.J.: John
Wiley & Sons.
Burns, J. (2012). Leadership. 1st ed. New York, NY: Open Road Integrated
Media.
Coleman, J. (2012). Operational Mid-Level Management for Police. 1st ed.
Springfield: Charles C Thomas.
Giuliani, R. and Kurson, K. (2007). Leadership. 1st ed. New York: Miramax
Books.
Lambin, J. and Schuiling, I. (2012). Market-driven management. 1st ed. Paris:
Dunod.
Pinto, C. (2015). Operational Risk Management. 1st ed. Momentum Press.
Stack, L. (2013). Managing employee performance. 1st ed. [Highlands Ranch,
CO]: Productivity Pro.
Worthington, I. and Britton, C. (2015). The business environment. 1st ed. Harlow
[u.a]: Pearson.
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