Marketing & Management

This report makes an extensive analysis of the marketing and product competence of Vodafone. It includes a brief description of the organization, industry, and mission and values statements. The report also covers the 5 C's analysis of Vodafone, marketing data collection process, and development of marketing strategy.

Running Head: MARKETING & MANAGEMENT
Marketing & Management
Student’s Name
University Name
Author’s Note

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Table of Contents
1. Introduction..............................................................................................................................3
2. Company and industrial background........................................................................................3
3. 5 C’s analysis of Vodafone......................................................................................................4
3.1 Company...........................................................................................................................4
3.2 Collaborators.....................................................................................................................6
3.3 Customers..........................................................................................................................6
3.4 Competitors.......................................................................................................................7
3.5 Climate..............................................................................................................................7
4. Marketing Data Collection process of Vodafone.....................................................................8
5. Development of marketing strategy.......................................................................................10
5.1 selection of target market................................................................................................10
5.2 Value proposition for target market................................................................................11
5.3 Target Market Positioning statement..............................................................................12
6. Development of marketing tactics..........................................................................................12
6.1 4ps of marketing mix......................................................................................................13
7. Conclusion..............................................................................................................................14
8. Reference List.........................................................................................................................16

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1. Introduction
This report makes and extensive analysis of the marketing and product competence of Vodafone.
in the initial parts of this report, brief description of the organisation, industry along with the
mission and values statements organisation has been provided. The section also includes a brief
description of the product offerings and the marketing strategy of Vodafone. In the next stage, 5
C’s analysis for Vodafone has been conducted. Following that, the unique data collection and
integration process implemented by Vodafone have been reflected in this report. This report
further in corporates the development of a marketing strategy for Vodafone and also renders the
stages of developing the marketing tactics based on the strategies highlighted. In order to do that,
a detailed 4Ps analysis for Vodafone has been conducted.
2. Company and industrial background
Vodafone route is a company operating in the telecommunication sector. The major market
presence of Vodafone is in Europe, Asia Pacific, United States as well as Middle East and
Africa. Vodafone has and associated undertaking in the United States, known as Verizon
wireless. The Organisation was established as a start-up company in Europe in the year 1984.
Since then, the organisation has evolved them to become one of the Frontline mobile
telecommunication organisations of the world (Ang 2016). Hence, Vodafone, considered as a
market leader, considering their current production. In the telecommunication sector market, the
Frontline companies are well aware of the fact that consumers position the products in context to
the product offerings of the competitive companies. The pecking order existing in the market,
make the products, the actual market leaders. Considering the specific market of Vodafone
around the world, strongest reasons have been observed in Germany, Spain, UK along with Italy
and other European countries. Considering its direct as well as the partner networks, the Global

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Business domain of Vodafone exchange over 38 countries and it is still increasing. Among the
main product offerings of Vodafone are Voice controlling services for messaging a data and so
on which is enjoyed mainly by customers as well as business Enterprises (Per and Su 2016). The
organisation has a frontline role in comprising 2G and 3G and recently in 4G and 5G network
infrastructure which are being operated byGSM and GPRS network standards by Vodafone in
most of the markets.
Since Vodafone operates as oligopoly, it maintains dominant market structure. This market
security helps them to expand freely into several new large markets. The preferred mode of
market expansion of Vodafone is merger and acquisitions.
The main mission of the organisation is to grow their revenue and improve their product margin
byadding value to their products as well as services which implies earning more revenue from
each product sold. The organisation also provide Vodafone like services to the customers which
enables them to send picture messages, download polyphonic ringtones, images, information,
play colour games and so on (Kraus and Strömsten 2016).
3. 5 C’s analysis of Vodafone
3.1 Company
As a leading company of the telecommunication sector Vodafone has been enjoying their
competitive advantage because of various unique market oriented strategies like differentiation,
cost leadership and so on, that has been implemented by them.
Vodafone was able to bring about market differentiation when they launched their one phone
service. In spite of the fact, there was charging their customers higher than their competitors,
there’s still able to maintain the competitive edge by offering the customers the opportunity of

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making free Vodafone to Vodafone calls for lifetime and deliver better network opportunities
compared to other competitors, in most of the market. Cost leadership was implemented by
Vodafone by starting the home cell tariff as a part of their Metro Digital Service. Under the
service, Vodafone offered off peak calls from Munich locations come for evidence office for 8
cents per minute (Boateng 2016). The implementation of this policy had taken the organisation
much ahead of other major competitors in terms of cost advantage.
In the overall telecommunication market, Vodafone has leading market presence and their
primary market UK, they are the second largest Market share holders. The total number of
connections provided by Vodafone, that is 31115000, is next to O2, which is 24299300.
Vodafone has recently acquired T-Mobile which itself give the organisation and unique market
share of about 40% which helped the organisation to leave the major competitors for behind.
Vodafone have been able to successfully maintain their brand value buy introduction of
innovative products as well as services and parallel increasing their Global presence to morning
38 countries. Approximately there are 200 million customers all over the world and 25% of
mobile phone users, globally, are connected to the network of Vodafone or some of the
associated or allied networks of Vodafone (Kresak, Corvington and Williamson 2016). The
higher management of Vodafone has dedicated time energy, passion as well as enthusiasm to
ensure the growth of the organisation over the decades. It is evident that most of the Frontline
mobile telecommunication companies are developing new technologies and the main issue as out
of that is that a major section of the mainstream customers have been left Behind, since they are
not aware of how to use this technology. Vodafone tends to solve this problem by direct
marketing which helps in providing information to the customers so that they can understand

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how the latest technology of Vodafone works and how it might be with them in their regular
mobile network usage.
3.2 Collaborators
Vodafone has agreement with various partner organisations in terms of Vodafone branding to
product branding, roaming as well as service re-sales. The division of partner markets was
originally established by Vodafone in the year 2002. This division is currently helping the
organisation to spend in more than 40 countries by partnering with more than 29 Agencies,
extending from Delhi to Russia from Iceland to Singapore and most recently in Angola. The
company has direct market presence in Europe, Africa, Middle East as well as Asia Pacific.
Other than that, they are operating in the major markets true subsidiaries, joint ventures
investments as well as associated undertakings. Recently, Vodafone has entered into a strategic
partnership with Movicel Angola, which will be looking over the partner market program of
Vodafone in Africa. In Latin America, Vodafone established joint partnerships with Telecom
Argentina as a part of new partner market agreement for Argentina. Under this agreement the
organisation provides non-equity agreement to telecom Argentina thereby sharing best practices
in specific areas including customer service, retail Technology, procurement as well as IT
(Kumar 2019). Strategic partnerships of Vodafone also includes their collaboration with
Softbank corporation, LG u Plus and so on.
3.3 Customers
The number of proportion of mobile customers of Vodafone around the world is 302.6 million.
Vodafone group uses their understanding of the customers for delivering relevant as well as
value and nearby communicate on an individual, community, household or a business level. In

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providing customer solution they aim to meet the dynamic and changing customer needs.
Customer measurement system called customer delight is used for monitoring and driving
customer satisfaction in the controlled markets of Vodafone at local as well as global level. The
demographic customer segments targeted by Vodafone are from 13 to 65 years of customers who
have small, middle as well as high level income (Howell and Potgieter 2019). Customers in both
B2B and b2c segments are prioritised by the organisation, pertaining to Urban rural and semi
urban areas. The customer segment of Urban and semi urban areas are preferably comprised of
youth who are willing to pay more for the premium services of Vodafone.
3.4 Competitors
China mobile is one of the biggest competitors of Vodafone in the Asian market, which is an
emerging Market Sector for the organisation. China mobile communication company also
provides voice as well as multimedia services across the communication network in China and
recently planning to overcome the national territory to enter International markets with a brand
value of about 49.8 1 billion US dollars. The support that China mobile communication company
gets for Chinese Government helps in their continuous sustenance. Verizon is another big Rival
of Vodafone in the telecommunication market. Company was developed in the year 2000
headquartered in America and delete product offerings like data, fibre network business unit.
High speed 4G network is speciality of Verizon (Satyanarayana, Rao and Naidu 2017). Another
American telecommunication organisation, AT&T coma established 1983 another rival of
Vodafone.
3.5 Climate

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Vodafone generally operates in political stability environment where foreign investment or
foreign venture with local organisations is welcome. However, the global financial prices in
Europe have reduced the economic growth. However, it is observed that most of the markets of
Vodafone the consumer purchase trend are transferring from fixed line users to mobile phone
users. The mobile phone services demand by customers have also changed because of which
Vodafone does not only delivery market innovations in terms of the mobile phone call and text
facilities, but also for web browsing, social media as well as entertainment usage of mobile
phones (Sagar, Mehta and Sharma 2015). Because of the changing needs of the customers in
most of the markets for Vodafone needed to implement faster transmission rate buy development
new technologies in both hardware and software like their IP phone and video on demand.
Lastly, the factor that urges Vodafone to demand lower tariff from their customers are the
roaming regulation in some of the potential markets like UK, India and so on.
4. Marketing Data Collection process of Vodafone
Collection and integration of business data across cross channel Lead Management is an
important part of the business culture of Vodafone. In most of the major markets of Vodafone
around the World, the organisation wants to engage their business prospects across various
channels with personalized content. Critically Vodafone always wants to ensure that the data
collected by all their channels are integrated Central so that the ongoing business campaigns can
be optimised. Like the major enterprise organisations for much Vodafone also have their data
pools accumulated by the individual departments that has not been merged, duplicated or
analysed at individual customer level (Reddy 2016). This is why one major lag of Vodafone
product offerings is the consistency in their product offerings to the potential customer groups.

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In order to solve this problem and with the economic goal accelerating and converting more
leads, has developed a leading nurturing program that does not require the company to make
myself changes in their business systems. The outcome was the development of cross-channel
program by integration of data of the customers for ensuring that the consumers of Vodafone
received the right message by means of the most effective channels.
Image 1: The data collection strategy
(Source: Vodafone.com 2019)
Implementation of this program accounted to increase in the conversion rate of Vodafone by 4
times which open rates of 60% and click through rate of 25% (Whalley and Curwen 2018). The
Organisation was successful in collecting hundred percent mandatory data required from their
customers which help in prevention of an enriched picture of the differences of the customers
and enable Vodafone to make consistent product offerings.
In summing up, it can be highlighted that initially Vodafone did not have a Clear View regarding
there product offerings for the customer needs and that is why they capitalise on strengthening

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the basic products only. However, after the introduction of destructive mobile technology former
and the spread of worldwide mobile data connectivity market, Vodafone begin to lose out
market. Since then the organisation has focused on value proposition as well as Momentum
development.
5. Development of marketing strategy
5.1 selection of target market
Analysing the marketing momentum of Vodafone, it can be inferred that needs to develop a solid
as well as lawyer base of customers because along with excellent products, the organisation
offers excellent customer service also. It deserves mention that the organisation is trying to
expand in the product offering categories like data, messaging, Broadband and voice services.
Nevertheless, organisation has made maximum advancement in terms of their greatest services
by developing three G and four G network infrastructure and capabilities in most mobile handset
Ranges. Vodafone should set their target Market by demographics from which include age
gender, Geography, income as well as psychographic and behavioural aspects. In the potential
markets like Europe and America, the distinct group of people which common characteristics
should be focused upon by Vodafone (Kumar 2019). The Big Data Analytics process that has
been implemented by the organisation can be utilised in the regions in order to find out the
consumption trend of the customers of Vodafone as well as other mobile networks. Based on
that, Vodafone should develop innovative product offerings for customer segments aged between
13 to 60 under domestic product offerings and 28 to 55 under commercial product offerings. in
the Asian Australian as well as some sections of African market, the organisation should focus
on the psychographic groups, preferably youth and the customers of urban as well as semi urban
areas. This is because, Vodafone needs to keep in mind that in this markets for mother should

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focus on those customers who are willing to pay more for premium services. There is also scope
for enhancing in the B2B market in both Asia and Europe since they can offer plans as well as
communication packages for the small and medium enterprises as well as large scale businesses
according to their communication needs (Gujarathi and Comerford 2016). The family oriented
customers from all over the world are most suitable for the basic product offerings of Vodafone.
5.2 Value proposition for target market
Vodafone should offer unique value proposition for all the major target market segments of the
organisation. Addressing the personal development and business needs of customers in in the
developing regions, they should strategic collaboration with big mobile and factoring brands like
iPhone, or Xiaomi and provide attractive EMI plans two customers who cannot purchase these
handsets with immediate payment. This will help the customers as well as Vodafone who will be
selling these products with uploaded Vodafone handset and fully loaded voice as well as data
plan (Srikanth and Mohanavel 2017). In order to maintain market differentiation, the EMI plans
have to be carefully chosen.
For the rural customers of Asia, Vodafone needs to offer several local and STD minutes plan.
This is because form of most of the customers of rural regions is using the basic products of
Vodafone. This is in this region; Vodafone has to make sure that the customers do not need to
pay extra for covering the basic services under their plan. Forwarders most of the voice plans of
Vodafone, for evidence comes with implied data offers. As such, those plans are predicatively
higher priced in comparison to the combined data and voice plans. For the imaging companies
that select Vodafone for their data service, we should develop Broadband plans.
5.3 Target Market Positioning statement

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Vodafone means to develop innovative brand positioning statement, strapline as well as visual
identity. The positioning statement of Vodafone has to be implemented across all 36 countries
where is operating, directly, at present. The positioning statement should make the customers
believe that development of new technologies as well as Digital Services will play a potential
role in transformation of the society and enhancing the quality of individual life in the years to
come. The strapline in the Market Positioning statement should be focused towards the future.
The speech mark logo of Vodafone has a unique appeal and it rarely needs any change.
Vodafone can carry on with this logo with slight changes in representation and colours and at
best we can make the logo appear in a skeuomorphic three dimensional designs rather than flash
2D design. Vodafone needs to incorporate inputs regarding consumption Trends and aspirations
of customers regarding the voice and data providing companies of the major target markets
developing their positioning Strategies for advertising campaigns (Sudheesh, Chand and
Subramani 2015). In this context, Vodafone have to keep up with their Legacy of innovative
advertisement development which will be developed in the form of a series that will in turn
inform the audience regarding the various product offerings and their benefits facing the
customers.
6. Development of marketing tactics
Marketing strategies of Vodafone needs to be developing keeping in mind that the still have
market leadership in most of the potential market including UK. The marketing tactics should be
product oriented so that the consumers are able to know that Vodafone is continuously
developing new products and services. Initial phase of any product development, Vodafone
should look up to offer the same to the customers and single tariff packages at 50% or lower
prices for a considerable time period so that the consumers develop a habit of using those type

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plans of Vodafone. Organisation should implement the strategy of developing advertisements
and social media promotion campaigns that should provide the message Vodafone offers best
value for money products to the customers. They should maintain multiple recharge portal.
Firstly there should be the advantage of online recharge for the most technologically updated
customers. There should also be availability of recharging through the local retailers as well as
using the voice for facility of contacting customer care services for recharge purpose. For the
customers of rural market, Kumar (2019), suggests that Vodafone should promote their post-paid
plans also. In the potential markets, they should also implement new campaigns like free mobile
sim distribution, organisation of workshops in colleges and Universities for demonstration of the
new technologies and services introduced by Vodafone and constantly look out for acquisition of
local brands for development of business.
6.1 4ps of marketing mix
Products
The mean products that Vodafone should be developing are prepaid postpaid as well as value
added services. Besides, they also need to enter into the market of branded phones in the way
described above, voice and web messaging services like WhatsApp or WeChat, internet service
like 5G that is a innovative product in the market as well as other market oriented value added
services. The organisation should remember that there is still high scope in the market for texting
and calling services. However, more data products should be offered by Vodafone in
combination with the voice plans which will make people acquainted with the data services of
Vodafone. However, keeping in mind the ever increasing competition, Vodafone have to make
the data facility easy as well as comfortable so that the customers are able to enjoy high quality
data at comprehensive prices.

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Place
The customer shops and the local retail shops should be targeted for selling most of the
Vodafone products. However, Vodafone can also partner with many online e commerce websites
to sell their products online. In addition to that they should look up for establishing strong
distribution network across the new markets.
People
Customer should be provided the maximum priority since Vodafone is in organisation which
service more than 50 million customers all over the 150 countries. They should be mindful about
their staggering workforce strength of only 10 million implies across the world.
Promotion
Promotional strategy of Vodafone should be to aggressively promote their products and the
brand through Television Online from a print as well as billboards. Vodafone should be
promoting their products through local celebrities who Can attract women attention, instantly.
They should also adhere to the strategy of frequent press releasing which will keep the customers
informed about the latest product offerings of Vodafone. Lastly, it is recommended that
Vodafone should come up with more extensive advertisement series with their character of
Vodafone zoo zoos, which are recognised all over the world.
7. Conclusion
Vodafone is a leading telecommunication company all over the world having potential business
in UK, USA as well as major parts of Africa and Asia. The brand marketing strategies Vodafone
have been uniquely applied for providing customer value proposition. The customer base of the

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organisation is also diverse, comprising of rural urban as well as carbon customers who have
different product requirements. Vodafone should be implementing their product differentiation
strategy facing these markets based on the psychographic and demographic needs of the
customers, mainly. It has also been reported that needs to emphasize all the B2B and b2c
customers similarly. However there is always remains market competition because of which
Vodafone needs to be implementing research and development constantly for development of
new product promotion and marketing ideas that can help them to retain the position of being the
largest network provider in telecommunication market all over the world.

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8. Reference List
Ang, R., 2016. Vodafone Global Telecommunications: Optimizing Operations. IUP Journal of
Operations Management, 15(4), p.46.
Boateng, H., 2016. Customer knowledge management practices on a social media platform: A
case study of MTN Ghana and Vodafone Ghana. Information Development, 32(3), pp.440-451.
Gujarathi, M.R. and Comerford, D.R., 2016. Acquisition of Hutchison Essar (India) by Vodafone
(UK): A Case in International Taxation of Indirect Transfer of Shares. Issues in Accounting
Education, 32(2), pp.83-93.
Howell, B.E. and Potgieter, P.H., 2019. Bagging bundle benefits in broadband and media
mergers: Lessons from Sky/Vodafone for antitrust analysis. Telecommunications Policy, 43(2),
pp.128-139.
Kraus, K. and Strömsten, T., 2016. Internal/inter-firm control dynamics and power—A case
study of the Ericsson-Vodafone relationship. Management Accounting Research, 33, pp.61-72.
Kresak, M., Corvington, L. and Williamson, P., 2016. Vodafone answers call to
transformation. Business Transformation Essentials: Case Studies and Articles, p.127.
Kumar, B.R., 2019. Vodafone Acquisition of Mannesmann. In Wealth Creation in the World’s
Largest Mergers and Acquisitions (pp. 17-29). Springer, Cham.
Kumar, B.R., 2019. Vodafone AirTouch Merger. In Wealth Creation in the World’s Largest
Mergers and Acquisitions (pp. 203-209). Springer, Cham.
Per, V.I.T.C.I. and Su, N., 2016. Internet.

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Reddy, K.S., 2016. Institutional Voids and Tax litigation in Emerging Economies: The verdict of
Vodafone cross-border acquisition of Hutchison.
Sagar, S., Mehta, C. and Sharma, S., 2015. A Comparison of the Effectiveness of the
advertisement campaigns of Vodafone and Idea. Reflections-Journal of Management, 2.
Satyanarayana, D., Rao, K.S. and Naidu, S.K., 2017. The impact of Reliance Jio on Indian
mobile industry-A case study on mergers and acquisitions of idea–Vodafone and Airtel–
Telenor. IJAR, 3(3), pp.209-12.
Srikanth, J. and Mohanavel, S., 2017. Preference on Mobile Phone Service Providers A Study in
Coimbatore with Focus on Vodafone. Asian Journal of Research in Social Sciences and
Humanities, 7(10), pp.42-51.
Sudheesh, S.S., Chand, A. and Subramani, A.K., 2015. A comparative study on customer
satisfaction towards Airtel & Vodafone with reference to Avadi, Chennai. ZENITH International
Journal of Multidisciplinary Research, 5(6), pp.74-83.
Whalley, J. and Curwen, P., 2018. Vodafone signals the demise of copper: A regular column on
the information industries. Digital Policy, Regulation and Governance, 20(3), pp.288-290.