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Introduction to Marketing Assignment - Vodafone

   

Added on  2020-12-10

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Introduction to Marketing
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Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Overview of Vodafone...........................................................................................................1TASK 2............................................................................................................................................5Improvement in organisation's marketing approach at the time of product launch...............5Plan of implementation...........................................................................................................5Recommendations..................................................................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
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INTRODUCTIONMarketing is a process of creating, keeping and satisfying customers of a company(Lovelock and Patterson, 2015). It plays a crucial role in increasing revenue of an organisation.Vodafone is leading telecommunication company of UK with a global presence. This documentwill discuss about marketing strategy of Vodafone, it will also have a comparison with one of itscompetitor. A new idea, launching of 5G network, will be applied for improving marketingapproach of selected enterprise. Recommendation, based on potential results, will become part ofthis project. TASK 1Overview of VodafoneVodafone is a public limited company whose headquarter are present in London. Thisorganisation is known for their quality telelcommunication service and possess a very stronghold in Asian, African and European region. In UK, firm is providing 3G and 4G network toalmost 98% of the total population. Britain is a nation where mobile market achieve maturity inshort span, specially among young generation. Company have understood this issue and they arecontinuously adding values in their service. It can be considered as most significant part of theirmarketing strategy and it is helping them in retaining number spot in domestictelecommunication market (Most valuable telecommunications brands in the United Kingdom(UK) in 2017 (in million U.S. Dollars),2018). Marketing strategy of Vodafone and its comparison with BTSTPSegmentation – Vodafone understand that they cannot earn more revenue until theyoperate in more than one segment. As a part of their long term strategy, currently they areoffering mobile network, broadband and enterprise services. They are using geographical,demographic and psycho-graphic segmentation. BT, main competitor of Vodafone, also providesimilar products and service but they do not form strategies on by considering psycho-graphicsegments. Targeting – Vodafone is not concentrating on particular section of UK like younggeneration. They have adopted selective and differentiated targeting strategy (Babin and1
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Zikmund, 2015). On the other hand, Corporates and wholesale are they main target of BT butthis does not mean that they ignore consumer segment. (Source: What is STP process? (STP - segmentation, Targeting, Positioning),2016)Positioning – Vodafone concentrate on value based positioning. They improve & add newfeatures in their offerings and through advertising, they create awareness of their services. BT donot concentrate on aggressive promotion, like their rival, and position themself as a companywho provide facilities to corporates and government organisations. They are strong in retaildivision with almost 18 million customers. Marketing MixBasisVodafoneBTProductPre-paid, post-post and valueVodafone and BT, both are in2Illustration 1: What is STP process? (STP - segmentation, Targeting,Positioning).
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