Marketing Strategies and Branding Analysis

This assignment involves the critical evaluation of six research articles spanning various topics in marketing and branding. Authors like Beatty & Samuelson discuss legal aspects of business, while Braslow focuses on psychiatric practice essentials. Meanwhile, Caporaso et al. present QIIME for community sequencing data analysis, Chamorro-Mera et al. analyze Facebook as a marketing tool, Clow & James discuss marketing research methods, and Dioko provides insights into destination branding. Students are expected to synthesize information from these diverse sources to gain a comprehensive understanding of contemporary marketing strategies and branding techniques.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Essay on the role of marketing and interrelates with other functional units of an organisation. 1
PART 2............................................................................................................................................7
P3) Comparing 7Ps of marketing mix....................................................................................7
P4) Developing a basic marketing plan..................................................................................9
M3).......................................................................................................................................12
M4).......................................................................................................................................12
D2)........................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................14

INTRODUCTION
Marketing refers to an activity which gives assistance in order to promote several types of
services and product to the exiting and potential consumer in the demand market. With the helps
of marketing producer can be able to cover larger part of area to fulfil the purpose of offering the
goods to different buyers it also helps company to rise in to a new market. It can be said that
marketing is the strategic part of a business that a organisation does for increasing the awareness
of their offered services and product in the market and boost their revenue or profit. All kinds of
marketing are based on choice of customers (Jain and Ahuja, 2013.). It provide assistance to
analyse customer's wish and build product and services according to them. Vodafone is a
telecommunication company which is located in England, UK. The company Vodafone has been
choose for this report here in all the concepts of marketing along with roles and responsibility of
it will be discussed. Other side marketing mix and plan will be given.
PART 1
Essay on the role of marketing and interrelates with other functional units of an organisation.
Marketing is essential for every company as it is associated with selling and buying
product and service. It has involvement of advertisement, delivering wished goods or things and
selling to individuals. The department of marketing of every company gives their best to get
sound attention of their target customers for it they are using some slogans, endorsement by an
celebrity, packaging design and exposer of general media. Hence, the manager of Vodafone
needed to know the concepts and trends of marketing before using marketing for the company.
Marketing concepts are:
The concept of marketing having clear objective that are concerning of cost effectiveness
and efficiency, sustainability or social ethics in a particular market segment. The concepts of
marketing are a process which preforms in order to provide satisfaction to the goal of company
where firm are seeking out all those tools whom are able to fulfil the wish and demands of the
customers and satisfy them in very effective manner then their competitors (Harris and Schwartz,
2010). When things are come to current and future trends marketing can be challenging in all
situations of market to grab the attention of consumer. Some steps like promoting , creating and
launching services and [product in front of their target customer are involved in marketing
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process. Very common example for marketing in firm consist advertisement on television,
billboards by the side of roads and magazine advertisement. There are four major pillars in
marketing concept as product, production, selling , marketing.
Product concept: The concept depicts that buyers are always comes in favour of that
product whom have different attributes and provides sound quality with some unique features
and performance. Product concept is all about the understanding of product dynamic to show
best quality and sound feature of the same. Every company will look in product concept before
marketing their product to their customers. It is based on that idea on which customer shows
their preference towards the quality, performance and feature of product.
production concept: this concept is oldest one in the business. The concept of production
depicts that customers will prefer those products that are been present in market in wide level
and which are inexpensive. In this concept manager will keep their concentration on attaining the
higher production efficient, wider distribution and low cost. Through this concept manager or
company will assume that customer's primary preference can be the presence or availability of
product and low prices as well. Production concept generally says that customers are more
interested in having product and services then it's features. It is also provides out line and
guidelines to sellers other side it is focusing on enhancing production (Dioko,2016).
Selling concept: The concept of selling holding a mind set that customers will not buy
much or sufficient of the company's product unless it will have wide scale of selling and sound
level of promotional efforts. The sales department manager of organisation are focusing on
creating and boosting the sales transaction rather then making long term and beneficial relation
of customers. In very general sense selling concept has objective to sell their product and neglect
the what market is actually needs to have.
Marketing concept: this concept has been developed for achieving the objective of an
organisation that will be depending on understanding the wishes and demands of exiting and
potential customers and providing sound level of satisfaction then their competitors. The concept
of Marketing is using approach which is known as customers first. Through this approach all
activities of marketing are based on or according to their buyers. It drag their concentration on
consumers and offers them value to make sales profits. The marketing concept is customer
oriented that relays on the philosophy of sense and respond. It can be true that in concept of
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marketing it is not about searching out suitable customers for selling framed products but to find
out that products which are framed according to wishes of buyer and sale it to them.
Marketing Trends: these are relays on some steps of marketing as:
Relationship marketing: This kind of marketing has been developed to give answers
directly and also it is based on the relation and satisfaction then the level of needed sales or
revenues. It has relation to that type of marketing where short term arrangement are created for
transaction at time of two parties are showing their interest in order to preform suitable exchange
(Cua ,2013).
Industrial marketing: This trend is more about business to business relations. Here in,
one person, entity or a company will sell or offers their products to other one in order to resell
them all in the market other side other organisation can be used them in later time to make
different product or enhance the quality of the product. The core reason that associate with this
trend is technical evaluation.
Societal marketing: It is core responsibility of an organisation to identify the demand and
needs of their target market or buyers and offers them higher satisfaction in most sufficient and
effective manner (Braslow,2015). Social marketing sharing the relation with corporate social
responsibility because public welfare is their importance.
Overview the different market process:
Organisation should know the needs and demands of customers and tries to make them
satisfy them through certain process. Each and every organisation has their own marketing
process which begins with situation analysis or research then strategies are framing in order to
decision which made by manager. After planning has been applying then the process of control
has been begin.
Marketing process:
Situation analysis: It involves analysis and identification of present and future consumer
preference and satisfying them. Each and every organisation needs to know the conditions and
environment of market and search out all those ways through which different and unique needs
to customers could be fulfilled. The manager of Vodafone should look after the taste of their
target market just before showcasing their product in the market. In order to understand the
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nature of the market and factor whom are able to make effect on product and goods manager
needs to conduct PEST and SWOT for the organisation.
Strategies of marketing: After the completion of the process of defining opportunities strategies
will be developed.
Segmentation: it should be done in accordance to area research hence manager will
divide their market on the basis of customer's preference and the condition of financial flow.
Targeting: here in this stage the manager of Vodafone will select the market which is
segmented and matched with firm's products, it is know as targeting. Now, the manager will
keeps tier focus on only this target market. It is required for manager of Vodafone to fulfilling
the demands of their selected universe.
Positioning: here is this stage manager will use those process through which company
will be able to showcase their product in target market. It is important for the company cause it
there are some perceptions for goods in the minds of customers which needs to be matched with
actual objective (Banerjee, 2013).
Marketing mix decision: all kinds to tactical decision can be framed here. It consist major four
pillars are as:
Product: it is about the idea that come up as physical property with unique attributes
which a company wished to sell in the market place. It makes differences between competitors.
Price: organisation will take decision regard the price of the certain product like at what
cost goods will be sold. Prices needs to be suitable to target market.
Place: This is about where the stuff and product will be sell. It is important part when
organisation needs to place their product in global market.
Promotion: here in this phase, manager look after and select those tools which provides
them help in order to make awareness and creates image in customer's mind.
Implementation and controlling: The out come of all these efforts should be analysed after
showcasing their product. Strategies which are created by manager are implemented and have
control over process in organisation.
Key responsibility of the manager of Vodafone
Vodafone is a multinational telecommunication company it's manager are preforming
various type of responsibilities in firm. They are as:
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Hiring and staffing: it is manager's responsibility to look after requirements of human
resource and accordingly hires new persons in the organisation. manager will look after the blank
post which required to be filled and doing all the planning in regards to recruitment of
employees.
Training and developments: the another responsibility of the manager is to provide
training and development to their employees when they needs it or company needs to enhance
the particular skills and knowledge of workers. Learning and development will be offered by
firm in proper manner. With the help of it employee will found more completable to do their task
in effective manner.
Coordination of marketing campaigns: every organisation are doing their promotional
activities and gives their advertisement for it they make contacts and involvement with other
campaign in order to promote their product. Hence manager will take care organisation's
marketing campaign and creating sound coordination with them ( Caporaso and et. al., 2010).
Track firm's budget: financial situation of the firm is very vital and important for an
organisation. In order to frame new product and its production manager needs to manage and
look after all the financial tools and finance flow in company. After examine financial condition
manager will create budget for particular product. Apart form this, manager will do financing for
other departments of the organisation which helps in smooth running of the process of product
development.
Planning and implication: manager of Vodafone does all planning and implementing it
in order to attain the objective of company in short time but in sufficient and effective manner.
Sound planing is the core thing in context of success because it involves lots of things which are
important for the company.
Monitoring the effectiveness of marketing communication: each and every organisation
are having those tools who helps in generating and delivering the information to target market
and customers. Manager will trace the effectiveness and soundness of marketing communication
that helps employee to understand the messages that are spread by firm.
Marketing influences and interrelates with other functional departments.
Every department of th3e organisation is interrelated and creates some influence on
others. Marketing is a wider concept that provides help in order to achieve the larger number of
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customer. Company will also know the customers wish that enhance profit and reputation in the
market place. It also helps in enhancing the productivity of firm.
Operation function with marketing function: every company needs to frame sound
coordination with their colleagues in the department of marketing and maintain function of
business in order to grab desire objective. They will frame plans for examine the customer's
demand and wishes according to preference of the buyer. Coordination will offers benefits to
them in order to managing and controlling the quality of the goods and products.
Marketing and finance department:the department of finance gives their assistance to
making budget of the organisation which helps in examine the real position of the company.
Other side marketing also gives assistance in order to define various source in which they can
make invest of their capital and grab eyes of the customers towards products (Caporaso and et.
al., 2010). Financial department provides funds for campaign to generate awareness for offered
services and product.
Research and development and marketing functions: it is beneficial for the organisation
to make proper coordination between marketing and different other department in order to
manage all needed function. Research department have assistance for marketing segment in
purpose of promotion of various types of product. Research department offers data and
information of the competitors to department of marketing so that they can link up with each
other.
Human resource department and marketing functions: In every organisation human
resource is the root and knows as the key of success. They will manage and controls all those
prominent activity and functions in sufficient manner. All worker are participate in all type of
activities that gives their contribution in order to achieve their organisational objective.
Sales department and marketing function: marketing provides their assistance to sales
department in order to promote different types of product and services to their target customer.
Every type of promotional event only can be completed through the helps of marketing
department.
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PART 2
P3) Comparing 7Ps of marketing mix
Marketing mix refers to that process that has connection with key factors of the functions
of business which used to create the product. It offers assistance in order to distributing and
promoting different kind of services and products in target customers. It helps in enhancing the
profitability of the firm. Marketing plays significant role in order to make higher productivity
and profits in effective manner. Marketing covers entire area in where products are showcasing
by company. Marketing has four major components that is price, place, product and promotion
which aid in order to garb the objective of Vodafone company and gives their assistance in
offering more products from ravels (Caporaso and et. al., 2010).
It will helps in earning the higher profit through applying different types of functions and
activities that generate sound level on income. All those activities helps in completing the
desired objective in very effective manner. There are so many types of marketing mix that can be
used by a company like process, people physical evidence. The 7P's of marketing mix of
“Vodafone” and “Three UK” are as:
Basis Vodafone Three UK
Product This company know as the
leader in telecommunication
sectors as they are providing
sound network to their
customer and they are
continuously improving their
offered services. Vodafone is
supposing to launching their
network as 4G to their
customers and gives higher
competition to rivals.
This organisation has been
working in order to give 3G
and 4G network to their
customers. They stands out
from their competitors cause
they are providing the best
services in demanded market.
This company is improving
their services in order to have
larger and sound profit. It is
essential to have various
different product to compete
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with others.
Price Vodafone is providing all
telecom services and product
on affordable price their
customer relays on them for
the costing and price of the
networking which they are
providing. They are focusing
on the strategy of competitors
in the telecom sector.
Vodafone frame their prices at
lower level which will be
affordable by all and through
lowest price they have
opportunity to cover larger
number of customers.
They are gives their services
in telecommunication sectors
where are offers 3G and 4g
services and sim cards. Three
UK are giving their services
on sound or heavy price which
makes their services more
expensive so that the number
of their customer will be in
lower level them Vodafone.
Not all customer will afford
their services and product and
telecommunication sectors.
Place Vodafone are serving to all
over globe and enjoys their
profit in very sound level. They
are recognised in the entire
world Because of their serving
to globe level. Their customers
are spread in every where in
the globe.
Three UK which is telecom
company and it is bit
expansive but they are
providing their services entire
UK. Hence it's recognition is
not so large and they just
enjoys profits From UK's
money. Company needs to
serve more and expand their
serving area.
Promotion Vodafone is using so many
techniques in order to prompt
their services. This company
Three UK are promoting their
product and services in entire
UK. They invest sound money
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are investing large amount of
money on promotional event or
campaign. Vodafone has
launched their promotional
character named as ZUZU
which helps in capturing the
eyes on customers. They are
now image of Vodafone.
People easily understands
when ZUZU are coming on
any advertisement.
on their promotional event and
campaign.
People Vodafone covers larger
number of customer because
they are serving to entire
nation. Their customer belongs
form every segment or part of
the globe cause their services
are affordable.
They are serving to their
specific customer that are
targeted through Three UK.
Their customer belongs to
higher level of commodity that
can afford expansive services.
Process They are serving in a very
systematic order which helps
them to reach out their
customers in efficient manner.
They are using systematic
process to grab customer's
eyes. And their its easy to
reach out to their target
market.
Physical evidence They have retailers which are
providing services of Vodafone
along with it they have their
own stores too.
They have stores in the nation.
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P4) Developing a basic marketing plan
To attain targets in a short period of time it is necessary for every single firm in any
sector to have a proper marketing plan. Their Aim is to take brand name of the company to
highest peak by which profit can be earned at maximum. For staying in the market enterprises
like Vodafone can reduce its cost of calls by which trade name gets raised and can give a hard
competition to corporation of same sector. For these above things Vodafone makes programmes
and plans with proper analysis of marketplace this improves quality and also quantity of products
and services and helps in enhancing productivity and profitability.
Overview of Vodafone- A British brand company which is widely used in all over the
world. They deals in telecommunication sphere. In the year of 2016 Vodafone ranked as second
in connecting people by there connections. Head office is located in London and its clients are in
more than 160 countries. This organisation plays a major role in economical growth of United
kingdom (Baker and Saren, 2016).
Mission of Vodafone- Their main aim is to provide quality services to consumers by
innovative ideas. They also give secure and healthy environment to their workers so that they can
work efficiently and also managers do motivates them by which company can enhance profit
maximisation.
Vision of the organisation- Aim is to become leader in telecommunication sector where
they can provide unique facilities to end users so that they can reach to the satisfactory level.
Goals and objectives of company- Vodafone has cleared its vision in front of their
employees where they always try to give proper training to them so that they can achieve their
own targets in an efficient manner as it is necessary for the company to become a leading brand
in communicating sector ( Baines, Fill and Page,2013). For long term relation with clients and
customers, they also try to give services to the consumers in a way so that they can meet their
requirements and this can help them meeting their satisfactory level as well.
SWOT Analysis of Vodafone:
Strength:
 Highly strong network where consumer
can stay connected if they are in
villages as well.
Weaknesses:
 Most of the business they are doing in
United kingdom only.
 Not appropriately enhancing their
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 Great brand name in all over the world
which enhances goodwill.
 Vodafone gives proper services to its
consumers so that they can meet their
own goals.
business in other countries.
 High rates of services that they are
giving with poor customer services.
 Vodafone don't take feedbacks from
consumer which reduces the chances of
development in business.
Opportunities:
 New techniques and technologies like
5G can be implemented into the
countries in which they do business.
 Learn from other correlated leading
corporations for enhancement.
Threats:
 New telecommunication companies are
coming in market which can give hard
competition.
 Lack of knowledge of increasing its
business in United states which can be
highly beneficial if they do so.
External analysis- For every firm it is necessary to earn more and more profit, which can
be done by expanding its business in international market. But there are so many factors which
can affect both the productivity and the profitability of the company. Political factor can decrease
the profit percentage by reduces call cost of roaming. Vodafone met with heavy loss in the year
2010 when world was facing heavy economical crisis (Babin and Zikmund, 2015).
Vodafone's different strategies are stated below for marketing plan(STP):
Segmentation- Vodafone focuses on interest of its consumer according to individuals
pocket, they changes prices of services that they are giving according to market to maintain long
term relation with end users.
Targets: To lead the marketplace in communication sector they targets most of the users
who continuously uses their phones by giving them high speed internet for all day long in
reasonable prices which helps in enhancing productivity and profitability of the organisation.
Positioning: To run business in the market in a positive way companies has to update
technologies which are coming in front and for upcoming future as well. To keep the brand name
high Vodafone give proper quality services to keep consumers happy at lower prices with new
techniques.
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Tactics & Action: For making more and more profit firms aims to meet requirements of
the people which can turn them into there long term customers. Marketing strategies is a part
where management makes different plans to achieve set targets which includes training to
employees and also market research for providing better services according to the environment
so that they can meet to their desirable profit.
Marketing Budget: Vodafone puts lots of cost in promotions of its brand it helps them in
attracting lots of people but it also reduces profit. This company has to make a proper plan by
which they can prepare a budget for advertising which do not affect profitability.
Implementation: Managers and leaders of Vodafone after making a proper marketing
plan then the stage comes where they have to implement it so that they can attain desired goals.
Control: After implementing plans it is managers job to see if the plan if going in the
right way or not and if not then its his/her responsibility is to make changes accordingly. In this
situation manager and leaders can give training to employees so that they can achieve goals in set
time frame ( Aaboud and et. al., 2017).
Conclusion: By above statements it has been comprehended that companies can easily
reach to their desirable targets by making proper plans in an efficient time frame.
M3)
Main aim of every organisation is to meet their targets in a set time frame where every
individual whether he/she is a senior or junior has their own type of responsibilities which
manager gives to them according to their capabilities. Different sorts of promotions and
advertisement Vodafone can do to increase sale of services which enhances profitability of
firm( Aaboud and et. al., 2017.).
M4)
A marketing plan is a written document which consists marketing activities of an
enterprise and help firm in increase the sales of its products and at the same time enhance
profitability of company. With help of this, Vodafone can serve large number of customers.
D2)
Marketing mix helps in framing marketing plan for the company cause they provide clear
image which a manger use it to develop tactical strategy for their plan of marketing.
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CONCLUSION
From the above report it has been concluded that marketing is essential part for every
organisation hence manager of Vodafone using various types of marketing techniques in the
organisation. This report gives lights on the trends and concepts of the marketing along it
brightens the roles and responsibility of the manager with in the company. A phase of this repost
has covered the marketing mix of two companies with comprising as Vodafone and Three UK.
Along with it they are marketing plan has been given.
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