MARKETING MANAGEMENT Marketing Management Name of the university Name of the university

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
Name of the university
Author note

1MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................2
Market research...............................................................................................................................3
Existing marketing strategies implemented by Vodafone New Zealand.........................................4
Online strategies..........................................................................................................................4
Offline strategies..........................................................................................................................5
Critical evaluation............................................................................................................................5
Targeted customer segment of Vodafone New Zealand..............................................................5
Issues related to digital marketing tools used by Vodafone New Zealand..................................6
Recommended digital marketing campaign....................................................................................7
Target customer segments...........................................................................................................8
Analysis of the issues...................................................................................................................9
Customer communication process.............................................................................................10
Recommended communication strategy....................................................................................11
Budget........................................................................................................................................12
Evaluation process.....................................................................................................................13
Media schedule..........................................................................................................................13
Offline integration.....................................................................................................................14
Recommendations..........................................................................................................................14
Conclusion.....................................................................................................................................15

2MARKETING MANAGEMENT
Reference.......................................................................................................................................16

3MARKETING MANAGEMENT
Introduction
Marketing and promotional effectiveness are an important determinant for the
contemporary business organizations. This is due to the reason that effective promotional
strategies will help the companies to stay ahead in the highly competitive business scenario
prevailing in the present time. However, on the other hand, the rapid development of the business
factors is also changing the promotional approaches for the companies and is causing challenges
for the organizations to cope up with the change (Fry, 2014). In this case, it is important to have
flexible and updated promotional campaign to stay ahead in the competition. In the New Zealand
market, telecom sector is one of the most competitive and saturated sectors with the presence of
number of global players. One of these brands is Vodafone, which is having their subsidiary in
New Zealand. Vodafone first started their operations in New Zealand in 1998 by taking over
BellSouth NZ. Currently, they are the leading mobile network provider in the country with
having market leadership position. It is also identified that almost all the regions of the country
are being covered by them. Vodafone New Zealand is having more than 2.3 million customers
across the country. As of 2012, Vodafone is having 47 percent market share in New Zealand
(Ahmed, Ting & Johl, 2015).
This report will discuss about the existing online and offline marketing and promotional
strategies of Vodafone being followed in New Zealand. In addition, the issues with their existing
strategies will also be discussed in this report. On the base of these, a new and effective
promotional plan will be discussed in this report to have the better adherence to the current
market situation.