Service Marketing of Vodafone Australia

Running Head: MANAGEMENT 0
SERVICE MARKETING

MANAGEMENT 1
Executive Summary
This reports outline of service marketing of Vodafone Australia to identify necessary
problem areas while recommending a plan for improvement. Vodafone Australia was
established in 2009 and presently they are operating more than 400 stores throughout
Australia. The report starts with analysing 3C’s of Vodafone (company, customer and
competitor’s analysis). Later on, Vodafone product and pricing strategies are elaborated in
comparison of their competitors’ products and pricing. The major competitor of Vodafone in
Australia is Telstra and Optus. Afterwards, a service blueprint has been drawn depicting
elements like physical evidence, front and backstage interactions, support process and fail
points. With regards to this, the report also highlights customer service strategy of Vodafone
with analysis of physical evidence. In last, necessary recommendations are being suggested
on the basis of company 3C’s.

MANAGEMENT 2
Contents
Introduction................................................................................................................................3
Company background............................................................................................................3
Customer Analysis.................................................................................................................4
Competitor Analysis...............................................................................................................5
Product Strategy.........................................................................................................................6
Pricing Strategy..........................................................................................................................7
Service Blueprint........................................................................................................................8
Customer Service Strategy.......................................................................................................11
Physical Evidence....................................................................................................................12
Recommendations....................................................................................................................12
References................................................................................................................................14

MANAGEMENT 3
Introduction
In this report, a systematic marketing audit has been conducted of Vodafone Australia
current marketing practices so that to recognise key problem areas and recommending plan
for improvement. This section includes identification of 3Cs of the company in the right
direction of marketing audit. These 3Cs stands out to company, customers and competitors.
In further section, some key areas of marketing activities such as product, price, service
blueprint, physical evidence and customer services related strategies will be identified so that
to recommend some necessary directions and approaches fit with the organisation vision and
mission.
Company background
Vodafone is one of the greatest Australian telecommunication organisation providing
services to 22 million Australians with its leading mobile networking technologies (Pearce,
2019). It was incorporated in 2009 and currently the company has more than 2500 plus
employees serving to all Australian customers. Currently, Vodafone Australia accounts for
more than 15.7 per cent of the total Australian mobile market in comparison with Optus and
Telstra (Reichert, 2017).
Vodafone Australia positioning reflects its constant focus on delivering consumer
connectivity, choice and freedom now and in the future. Since the incorporation, Vodafone
introduces of the ‘Power to you’ strapline help the brand to set a belief that digital services
and new technologies will play a constructive role in transforming community and improving
people quality life for many years ahead (Majithia, 2017). In relation with brand image,
Vodafone already unveil a new visual brand identity for its iconic brand incorporates new
Red plans in retail stores; ease the amount of messaging and presenting a bolder, younger and
more energetic look.
Vodafone strengths can be identified with its extensive market coverage and
innovative advertising strategies. For instance, Vodafone is increasing its investment to three
times into what it calls “hyperlocal” marketing. It will function some 300 dissimilar creative
implementations across 220 metro and regional places in its newest push (Baker, 2014). In
terms of weakness, Vodafone Australia is facing moderate growth with declining customer
and subscriber base. It was found that Vodafone struggles with losing 1 billion customers in