Marketing Mix in Different Contexts - Vodafone UK

This presentation focuses on the marketing mix of Vodafone UK in two different segments - regular individual user base and corporate enterprise user base. It discusses the product, place, price, and promotion strategies for each segment. It also illustrates the differences in marketing products and services to business and consumers, as well as the differences between international and domestic marketing for Vodafone UK.

MARKETING PRINCIPLES
Marketing mix in different contexts

• Vodafone UK is a public limited company listed on the London stock exchange.
• Vodafone is the world’s largest telecommunication company with over 130 million
customers and 65000 employees.
• Vodafone is a global brand, however maintains local touch to retain trust of people.
• The presentation concentrates on marketing mix of its two different segments.
INTRODUCTION

4.1 Plan marketing mixes for two different segments in
consumer markets for Vodafone UK
Two Different Market Segments of Vodafone UK are:
• Regular individual user base
• Corporate enterprise user base

4.1 Plan marketing mixes for two different segments in
consumer markets for Vodafone UK
MARKETING MIX
Product
• Latest product for individual user segment – Vodafone live!. This service enables
customers to download polyphonic ring tones, colour games, images, use picture
messaging through an icon-driven menu
• Product for targeting corporate user segment – Vodafone Mobile Connect Card. This
will enable customers to connect with internet on a laptop anywhere for running
business applications (Bhandari, Singer and Scheer, 2014).
• Company can offer same kind of services for both the markets.

4.1 Plan marketing mixes for two different segments in
consumer markets for Vodafone UK
MARKETING MIX
Place
• Vodafone UK has more than 300 exclusive stores throughout the country to distribute
these services to customers.
• The distribution network also comprises various other independent retailers and through
online sell by the website.
• Customers are also able to subscribe these services through their handsets (Martin,
2014).
• New places near shopping malls can be chosen as a place for distribution under both
markets.

4.1 Plan marketing mixes for two different segments in
consumer markets for Vodafone UK
MARKETING MIX
Price
• Most of these services are accessible for as many people at reasonable prices.
• Vodafone UK offers various price packages to suit different customer groups.
• The NECTAR reward points for every £1 spent on calls, text messages, picture
messages and ring tones can also be utilised for these new services.
• Monthly price plans are available at different ranges (Business market and Consumer
market, 2016).
• At corporate level the company can offer huge discount on services as compared to
regular customers. It allows to attract more customers and accomplish goals.

4.1 Plan marketing mixes for two different segments in
consumer markets for Vodafone UK
MARKETING MIX
Promotion
• Use of celebrity endorsement with stars like David Beckham to promote the brand value.
• Above the line promotion includes advertising on TV, billboards, magazines and other media
outlets to communicating the message effectively among large audience (Hair, Bush and
Ortinau, 2000).
• Stores have point of sale posters to promote special offers and other promotions to attract
purchases.
• New products and ideas are also communicated through paid media news (Hutt and Speh,
2005).
• Corporate exhibitions can be taken into account for attracting corporate businesses.

4.2 Illustrate differences in marketing products and services
to business rather than consumers for Vodafone UK
Business Marketing Consumer Marketing
Average Revenue Per Customer is
higher
Average Revenue Per Customer is
lower
More complex and formal selling
practices
Relatively simpler and casual selling
Commitment of time and good
customer service is must
Customer service is essential but not
required that much commitment of
time
Marketers are to deal with less number
of individual
Marketers need to deal with mass
market
Marketing communication is done
through personalized email and one-
to-one interaction
Marketing communication can be done
through mass mailers, bulk SMS,
advertising on pamphlets, hoardings
etc.

4.3 Show how and why international marketing differs
from domestic marketing in the case of Vodafone UK
International Marketing Domestic Marketing
Marketing activities are stretched over
different countries
Refers to marketing within a
geographical boundaries of a country
Huge capital requirement and risk
factor is high
Comparatively lesser investment and
low risks are involved
Lesser knowledge about he foreign
market requires deep market research
for product or services launch
Not so high level research is required
Government interference is high due to
increased complexity
Relatively lower interference from the
government

REFERENCES
• Bhandari, R., Singer, M. and Scheer, D. V. H., 2014. Using marketing analytics to drive superior growth.
[Online]. Available through: <http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/
using-marketing-analytics-to-drive-superior-growth>. [Accessed on 8 December 2016].
• Martin. 2014. Understanding the Marketing Mix Concept – 4Ps. [Online]. Available through:
<https://www.cleverism.com/understanding-marketing-mix-concept-4ps/>. [Accessed on 8 December 2016].
• Business market and Consumer market. 2016. [Online]. Available through: <http://careerride.com/Marketing-
business-consumer.aspx>. [Accessed on 8 December 2016].
• Hutt, M.D. and Speh, T.W., 2005. & Edition: Business Marketing Management. South-Western Publishing Company.
• Hair, J.F., Bush, R.P. and Ortinau, D.J., 2000. Marketing research: A practical approach for the new millennium.
Irwin Professional Publishing.