Marketing Campaign For The Launch of a New Product

This presentation discusses the marketing campaign for the launch of a new product by Vodafone. It provides an overview of the company, its products and services, and evaluates its marketing strategies. The presentation also includes a SWOT analysis, PESTLE analysis, and a model for new product development. It discusses the features of the new product, reasons for its launch, and the competitors of Vodafone. The presentation concludes with a discussion on segmentation, marketing mix strategies, and the implementation of the marketing campaign.

Marketing Campaign For The Launch of a New
Product

INTRODUCTION
Overview of the Vodafone company
◦ Vodafone a multinational telecommunication company
◦ Started the business since 1985
◦ A large number of partners in 50 countries

Cont…
•Revenue- $46.571 billion (2018)
•Number of employees- 111,556 (2018)
•Headquarters- London head office
•Profits- $2.788 billion (2018) (Vodafone Group, 2017)

TASK-1 Products and Services
Products
◦ Mobile phones
◦ Digital television
◦ Fixed line telephone

Cont…
Services
◦ Broadband
◦ Voice calling
◦ Messaging (Normal text and multimedia)
◦ Internet data

Evaluating Vodafone’s marketing strategies
◦ Customer and product focused marketing strategy
◦ The concept of ZooZoo as a special character

Cont…
◦ Cumulative strategy- Indian Premier League (IPL)
◦ Mixed segmentation strategy

Marketing analysis of Vodafone- (SWOT)
Strengths (S)
 Wider market coverage
 Effective marketing strategies
 Brand value
 Strong advertising
Opportunities (O)
 Emerging market- rural area
 Improvement in network coverage
 Latest and low-cost technology
Weaknesses (W)
 Higher attrition rate of workforce
 Products not as per the demand
 Improper financial planning
 Limited access to core business
Threats (T)
 Higher competition
 Irregular supply of innovative products
 Changing customer’s buying behavior

PESTLE Analysis
External factors Effects
Political  Political stability
 Business opportunities through Foreign Direct Investment
(FDI)
 Political issues due to Brexit
Economical  5th largest and strong economy
 Recession decreases the value of pound
 Higher inflation rate in 2017 (Bush, 2019)
Social  Largest consumer market
 Multi-cultural population
 Higher living standard

Cont…
Technological  Involvement on latest technologies
 Experts of Science
 Low technological development (Smith, 2019)
Legal  Effective employment acts for labors
 Export-import laws
Environmental  Hot and dry climate
 Availability of non-renewable goods

Model for new product development
Figure 1: Process of new product development
(Source: Bhuiyan, 2011)

Concept development to launch a new product
Vodafone is going to launch a new model of mobile handset with a supportive network of 5G
with cost-effective price ranging from 20,000 to 40,000/-.
Product features
◦ The internal memory would be 80GB and 18GB RAM
◦ lightweight, medium in size
◦ Biometric mechanism of retinal recognition to unlock the device
◦ Biometric sim cards

Cont…
◦ A flexible and 3D screen
◦ An inbuilt software to connect with suppliers
◦ Wireless headphones and Vodafone modem will be free along with the device.

Reasons to launch a new product for Vodafone
◦ Maximize the profitability
◦ Maximize the number of customer
◦ Brand value

Competitors of Vodafone
◦ Apple
◦ Airtel
◦ Idea
◦ Reliance
◦ Singtel
◦ BT
◦ Starhub

Competitors profile matrix- Airtel and Reliance
Vodafone Airtel Reliance
Critical
success
factors
Weight Score Weighted
Score
Score Weighted
Score
Score Weighted
Score
Marketing 0.3 2 0.3 3 0.9 4 1.2
Brand
reputation
0.3 2 0.6 4 1.2 4 1.2
Product
quality
0.2 4 0.8 3 0.6 3 0.6
Customer
service
0.2 3 0.6 2 0.4 3 0.6
Total 1 2.3 3.1 3.6

Segmentation and customer profile
Market Segmentation Target Audience Target market
Demographic-Occupation-
Middle- and higher-income
groups
Business consumers- Male
and Female
Business class societies,
professional and industrial
area
Psychographic segmentation-
life style-early adopters
All age groups that are
associated with established
businesses and entrepreneurs
will be targeted

Marketing mix strategies
4 P’s of marketing mix strategies-
• Product
• Price
• Place
• Promotion

Core marketing deliveries
◦ Special focus on primary product delivery- Mobile handsets
◦ Communication of all features at physical store
◦ Description of all key features at online store

Implementing a marketing campaign or launch
stage
◦ Product launching by brand ambassador- celebrity
◦ Organizing a special event

Task-2 Meeting of Board of Directors (BOD)
Smart objectives
The company can persuade to apply the recommended marketing campaign to
promote the growth and brand image in competitive market. For this purpose, will be as follows-
To increase the sales revenue by 15% in 2019
To increase the number of customers by 10% in 2019
To enhance the profitability by 10% and competitiveness in the next year 2019
To cover the entire consumer market by offering latest technological products
Resource requirements
For the achievement of objectives extra financial, technical and skilled human
resources would be required. Thus, the stated objectives can be can be fulfilled within specified
time period with minimum cost.

Conclusion
On the basis of the report, it has been concluded that the Vodafone is already
offering the variety of products and services; however, the company is emphasizing
on the launching of the new mobile handset along with special features by keeping
business consumers. Further, by analyzing the Vodafone’s marketing strategies, it
has been derived that the company is using the visual animations to introduce and
promote the products such as ZooZoo and IPL concept. Although, there are several
competitors of Vodafone because they are also offering competitive products to
grab the international market.

Cont…
Reasons to launch a new product
◦ Innovations and sustainability
◦ Maximize the profitability
◦ Application of appropriate positioning strategies

References
Ahn, H., Ahn, J.J., Oh, K.J. and Kim, D.H., 2011. Facilitating cross-selling in a mobile telecom
market to develop customer classification model based on hybrid data mining
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Bhuiyan, N., 2011. A framework for successful new product development. Journal of Industrial
Engineering and management, 4(4), pp.746-770.
Bush, T., 2019. PESTLE Analysis: Environmental Factors Affecting Business. [Online].
Available at: <https://pestleanalysis.com/environmental-factors-affecting-business/>.
[Accessed on: 8th January 2018]

Cont…
Dumindu, K., 2018. Comparison of Airtel's and Vodafone's marketing strategy in India. [Online].
Available at:
<https://www.academia.edu/5324363/Comparison_of_Airtels_and_Vodafones_marketing_strategy_i
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<https://www.marketing91.com/marketing-mix-vodafone/>. [Accessed on: 19th December 2018]

Cont…
Jackson, J.D., Mun, Y.Y. and Park, J.S., 2013. An empirical test of three mediation models
for the relationship between personal innovativeness and user acceptance of
technology. Information & Management, 50(4), pp.154-161.
Kumar, N.N., 2012. Vodafone marketing communications. Emerald Emerging Markets
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Owler, Inc., 2018. Vodafone's Competitors, Revenue, Number of Employees, Funding and
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[Accessed on: 19th December 2018]

Cont…
Sharma, P., 2012. Advertising effectiveness:" understanding the value of creativity in
advertising", a review study in India. Online Journal of Communication and Media
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Singh, M., 2012. Marketing mix of 4P’s for competitive advantage. IOSR Journal of
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Smith, B., 2019. United Kingdom: Environmental Issues, Policies and Clean Technology.
[Online]. Available at: <https://www.azocleantech.com/article.aspx?ArticleID=535>.
[Accessed on: 8th January 2018]

Cont…
Vodafone Group, 2017. About us. [Online]. Available at: <https://www.vodafone.com/content/index/about.html>.
[Accessed on: 19th December 2018]
Vodafone, 2010. Products and Services. [Online]. Available at:
<https://www.vodafone.com/content/annualreport/annual_report10/business/products-and-services.html>.
[Accessed on: 19th December 2018]
Vodafone, 2010. Value Added Services. [Online]. Available at:
<https://www.vodafone.com/content/annualreport/annual_report10/business/value-added-services.html>.
[Accessed on: 19th December 2018]
Weinstein, A., 2013. Handbook of market segmentation: Strategic targeting for business and technology firms .
Routledge.

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