Contemporary Issues in Marketing: A Case Study of Vodafone

This report discusses the marketing mix and other theories of marketing process used by Vodafone, a British transnational telecom and IT company. It elaborates on the seven factors of marketing mix - Product, Price, Placement, Promotion, People, Process, Physical Evidence. It also talks about the importance of marketing mix and the segmentation, targeting, and positioning model. The report further provides insights into the PESTLE analysis and SWOT analysis of Vodafone.

Contemporary Issues in
Marketing

Table of Contents
Introduction..........................................................................................................................................2
MAIN BODY.......................................................................................................................................2
Marketing Mix.................................................................................................................................2
Other Theories Of Marketing Process.............................................................................................4
Conclusion .....................................................................................................................................7
References........................................................................................................................................7

Table of Contents
Introduction..........................................................................................................................................3
MAIN BODY.......................................................................................................................................3
Marketing Mix.................................................................................................................................3
Other Theories Of Marketing Process.............................................................................................5
Conclusion ..........................................................................................................................................9
References..........................................................................................................................................10
Introduction
Marketing refers to a method practised by company in selling their product and services to
client or other ventures. Its aim is to enhance the growth of organisation. Marketing mix is a
strategy to deal in multiple area of business(Soegoto, 2021) .Vodafone is a British transnational
telecom and IT company which was established in 1981. The head office is located in Berkshire,
England. The organisation name has come from 'voice data fone' to show voice and data services
on smart phones. The report further discusses seven factors of marketing mix - Product, Price,
Placement, Promotion, People, Process, Physical Evidence. It also give detail elaboration of
other theories of marketing which helps to enhance company working efficiently and effectively.
MAIN BODY
Marketing Mix
The company is dependent on seven factors to achieve the aim and object under marketing
mix. There are 7 Ps of marketing in which first four are essential in analysing market structure.
They are as follows-
Product
It mainly discusses about the performance of goods delivered to be minimal at initial level .
Vodafone generally provide services like prepaid, postpaid and value added services. It also came
up with different categories of transmission as branded phone,smart phone,voice and messages
service, Internet service etc. The company first came up with call and text service then afterwards
moved towards services of internet . It proved to be a huge success for the enterprise resulting in
introducing different plans. During pandemic, 5G services provided assistance in online studies and
digital expertise. So, the product was exceptionally fulfilling the minimum requirements of
customer with great efficiency.

Price
This factor constitute the cost of goods and services in production, distribution ,
transportation etc. The Vodafone company is devoted in providing high range and excellent
services. The scale of price differ in accordance with the requirements of the client . Vodafone tries
to beats its rivals by delivering exceptional services at much better cost. Price of services vary with
quality provided to satisfy its customers. The price of product was just in relation to quality of
connectivity it provided.
Place
The telecom services of Vodafone company transmitted to 20 countries while its IT services
reach is up-to 150 countries in world. The major chunk of its service are sold through call centre
and shops. Some of them are also communicated by individual distributor across the country having
various store with good network it reaches to customer who can access it easily. The networking
was expanding world wide providing facilities to its customer.
Promotion
This is one of the most important strategy where product comes into knowledge of customer
for which company participate in numerous exercises like advertising etc. Vodafone engages into
promoting its brand through print, TV, social media and bill board etc. Thus, resulting in huge
networking of its brand at larger scale. Constant interaction with media had kept their company in
news reaching its customers continuously. Customer engagement was the main focus of company
by providing them compelling rewards. This stage of marketing played essential part in attracting
its client to use its services.
People
It involves the chain of people supplying or delivering the product and individual to whom
such services are provided. Vodafone company has always prioritized its customers with its
tremendous staff working under it. Employees and customers are both important source for
effective working of the organisation. It impacted the company as without their assistance working
would be impossible. As main task is catered by these people(Moura, 2021).
Process
Vodafone company working is regulated in accordance to procedure and operation to deliver

such service. Vodafone regulates its function effectively and efficiently. It is accessible for people
to use the top up of company as it has strong network with signals for its customers. The
organisation works with its full capacity and it also provide sim card very easily to its clients. It is
essential to work in accordance with procedure of company and carry out work as per requirement
of organisation(Mahmoud, 2018)..
Physical Evidence
It is a space where service provider and customer communicates. The major aspect of
Vodafone is that SIM card were easily accessed by customer through independent distributors
stores like rewards, coupons , recharge and other services which are also part of the physical
evidence. The communication between parties is clear and availed easily in market(Mahadevan,
2020).
Importance of Marketing Mix
The importance of mix marketing is that it can link all seven Ps with each other to carry
marketing effectively. It helps in creating a strong relation between retailer and its consumers. It
helps to come up with new amends of existing product . This research of product can help to
increase its quality. The goods of same is different having a unique feature unlike their competitors.
It helps to widen the scope of company to understand product, price, placement, promotion, people,
process and physical evidence in a better way(Lim, 2021).
Other Theories Of Marketing Process
 SWOT Analysis
Strength
 It became one of the most popular
service provider launching its own
smartphones for communicating through
text and call.
 Vodafone collaborated with
international sports like Formula One.
Its reach was across the world.
Weakness
 Vodafone was under continuous watch
by many global agencies due to its
recognition at international level.
 Continuous fight for share in market
with its competitor due to price battle.

Opportunity
 Vodafone introduced 5 G connection
which resulted in market growth .
 The proposal to merge with its
competitor Idea company in Indian
market .
Threat
 New competitor entry coming with low
price than Vodafone could affect
company profits.
 Mobility of phone number to other
competitor could cause reduction of its
subscriber resulting in intense
competition in market .
 PESTLE Analysis
This model of management constitute detail examination of specific industry. It basically
deals in monitoring the macro level surroundings of market which include sellers . It emphasizes the
industry, company and organisation engaged in such case which indicates their strength and
weakness. To examine it further several factors are discussed as -
 Political factor- It refers to impact of government policies on business . Their engagement
with government policies providing service worldwide.
 Social factor – This is about trends prevailing in society. Vodafone launched smartphone
and various other devices with best range connectivity. It gave top up plans to its
customer with tremendous quality of high speed data.
 Economic factors – It discusses about effect of economic policies in relation to company. It
was major stake holder at global level . It took part in various tax policy. Due to its
revenue drop in India it had to suffer major loss.
 Technological factor- The effect of technology on market. It had significant global
connectivity because it was advanced technologically. It played major role in helping society
during pandemic as online studies and digital skills to clients sitting in their home.
 While environmental factor elaborate how business can affect environment and nature. It
provided hundred percent renewable electricity in Europe. Company zero project aim was
to reduction of factors harming environment and promoting secure culture.
 Lastly, legal factor talks about effect of recent legislation on company. In India, Vodafone
lost the case due to which it had to suffer huge loss henceforth payment of tax bear by

company. Vodafone approached government to reduce the tax .
Therefore, these factor guide us to incorporate these elements which help to evaluate the business to
fulfil condition it demands in examination of company of specific industry. This helps a company to
analyse the same investing in specific company to recognise its positive and negative traits(Al Badi,
2018)
Segmentation, Targetting and Positioning Model
Segmentation is the discipline which divide goal of marketing focussing on specific group.
They can be approached on basis of their interest, requirement, priority, demographic and other
behaviour to comprehend the criteria catering customer.
 Geographical segment is one where customers are divided on basis of a particular region a
country, state and province etc.
 Demographic segment is done depending on age, gender, education, gender and the
occupation of customer.
 Behavioural segmentation discusses about response of customer in relation to business.
 Psycho graphic segment talks about the client preference and their lifestyle. The Vodafone
company mainly focusses on behavioural aspect of segmentation as the goal of organisation
is to know which plan customer is mostly attracted. The users of company service are one
who prefer premium services as data recharge, online TV shows, social media with
unlimited top up plans. The value of such services provided by company at reasonable
price with additional benefit and coupons. It mainly attract people under age of 13 to 65
years.
Targetting is other aspect of marketing which is interlinked with segmentation. It deals
with segment of distinct group from which company will get tremendous outcome. The factors to
determine is -
 Size of company which will generate growth of company in future.
 Another one is the profit such company make from investing in making of such product.
 Lastly, the reach of goods to customer depend on marketing skills of company. The
Vodafone targets the upper class audience who are looking for luxurious services. It would
target users who have branded smartphones with high range of internet connectivity . Such

customers look for reasonable data plans exceptionally provided by Vodafone.
Positioning is the last step of this model discussing the position of company in market
affecting its customer. It generally talks about function of brand , their physical feature and its
capacity to work. Vodafone current position in market providing exceptional services at low rate
on which customer can rely. It has captured majority of market at global level collaborating with
international brands sports like Formula One. During pandemic it has provided its services and had
become advanced technologically for instance online classes and work from home etc. .

Conclusion
It has been concluded from the above report that all the factors of marketing mix are co related
with each other. It provide a business plan in a right way and non -engagement of such can lead to
damages which are hard to recover. It requires to comprehend the research and strategy of company
by taking opinion of people in the market or other people consultation having expertise in it.
Various other theories of marketing discussed are also concluding same object to deliver or
communicate information about the brand at the ends of the consumer. It also helps clients to avail
such service in easiest possible manner. Under the best price and no compromise on quality.

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