This presentation discusses the marketing plan for Vodafone UK, focusing on the marketing mixes for urban and rural segments in consumer markets. It also explores the differences in marketing to businesses versus consumers and highlights the ways in which international marketing differs from domestic marketing.
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VODAFONE UK MARKETING PLAN
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Marketing mixes for two different segments in consumer markets for Vodafone UK Due to increasing competition in the market, the Vodafone UK will target its offerings to both rural and urban segments of the consumer market. This will support the company in achieving large market share and more sales revenue in the business. The following slides are illustrating the market mix of both the segments.
Urban segment •Product – To this particular segment the company will focus on offerings its internet services, fixed line and mobile telephony, Vodafone branded handsets and digital television. •Place – The Company will establish its own stores around the country and will sell the services and products by the help of independent retailers, like Carphone warehouse. •Price – For the urban customers segment, the organisation will run monthly price plans and prepay options. Moreover, the users will be allowed to recharge their phone by using online services of the company. Also, NECTAR reward points will be given to the customers on every £1 spent on text messages, ring tones, pictures messages and calls. •Promotion – The Vodafone UK will make both above the line and below the line promotion in its urban market. For above the line promotion, the company will run ads on TV, in magazines, on billboards and in other outlets of media that can reach to wide clientele base. With regards to below the line promotion, the organisation at its stores will run some special offers and point of sale posters, in order to attract more customers to visit the store (Andrew, 2011).
Rural segment •Product – The company to this particular segment will provide handsets with many distinct features to play games, chat, change ring tones, receive and send pictures, obtain billing information and to get travelling related information. •Price – The organisation will introduce some small recharge top-ups, as per the convenience of rural people. Moreover, some low call rates and cheap rate internet service plans will be specifically design to target the rural segment by the company. •Place – The products and services of Vodafone in the rural market will be sold by small distributors and door to door agents hired by the company. •Promotion – The organisation will make promotion through newspapers to create effective relations with the rural customers.
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Differences in marketing to businesses versus consumers Recognition of Needs Information Search Evaluation of Alternatives Purchase Decisions Post Purchase Behaviour Consumer Buying Decision Making Process: Business Buying Decision Making Process: Problem Recognition General Need Description Product Specification Supplier Search Proposal Solicitation Supplier Selection Order Routine Specification Performance Review
Differences in marketing to businesses versus consumers Vodafone Marketing MixBusiness to BusinessBusiness to Consumer Product The volume of buying products will be in bulk or large Purchase volume is small Product are customized and include technical complexities Product are standard and specification takes place Price Prices are customizable according to client’s needs and specifications and determined by pricing contracts Prices are fixed and individual consumer compare prices and offers between companies
Differencesinmarketingto businesses versus consumers Vodafone Marketing MixBusiness to BusinessBusiness to Consumer Place Advance demand or purchase order is essential to streamline the distribution Not any demand or order in advance is required The location of buyer is geographically concentrated The location of buyer is discrete Promotions Sales promotion does not work Sales promotional are more effective Sales presentation having scientific data are required Doesn’t require any presentation or data
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How and why international marketing differs from domestic marketing The following are some ways in which domestic marketing is different from the international one: •Scope – The domestic marketing scope is restricted and dry up eventually. On the contrary, there are endless scope and opportunities presented in the international marketing. •Risk – The risk at the domestic level is not much in comparison to the international marketing. While, there is high-level of risk presented in the global marketing, which includes foreign exchange risk, bad debts, political restrictions and many more. •Government interference – No government interference is presented in the domestic marketing. On the other side, government interference is high in the international marketing. All items services and exchanges are done according to the government rules and regulations (International Marketing VS Domestic Marketing, 2007).
These are some reasons of differences in domestic and international marketing •Culture – The culture of different nations are not same and understanding the business and social culture is the key to get success in the international marketing. It is often sensitive to understand the culture but can allow a marketer to better prepare to adapt with the specific market. However, it is easy to comprehend and deal with the local market culture with which the marketer is well-acquainted. •Regulatory mechanism – No two nations have same legal and political systems, as each government has its own strategies to deal with overseas businesses and their offerings. Therefore, an international marketer must abide by the laws and rules of the country before entering into it to get long-term success and sustainable position in the potential market (Vikram, 2010).
CONTD. •Infrastructure – Similarly, the infrastructure of business in the foreign markets also impact on the international firms marketing activities. The infrastructure may impact on the companies’ abilities to get their offerings successfully to the market. Therefore, the international marketer is needed to research about new target market and the manner in which products are moved in the particular region. •Technological reasons – The technological level can substantially vary in the international markets. If the global firms offerings require a high-level sophistication of technology to implement or use then market with an inferior technology will not be appropriate for the business.
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REFERENCES •Andrew, 2011.Difference Between Domestic marketing and International marketing. [Online]. Available through: <http://www.differencebetween.com/difference-between-domestic-marketing-and-international- marketing/>. [Accessed on 7 February 2017]. •InternationalMarketingVSDomesticMarketing.2007.[Online].Availablethrough: <http://www.citeman.com/2050-international-marketing-vs-domestic-marketing.html>. [Accessed on 7 February 2017]. •Vikram,R.,2010.RuralvsUrbanMarket.[Online].Availablethrough: <http://www.saching.com/Articles/Rural-vs-Urban-Market-534.html>. [Accessed on 7 February 2017].