Integrated Marketing Communications Report: Vodafone Analysis

This report provides a comprehensive analysis of Vodafone's Integrated Marketing Communications (IMC). It begins with an introduction to IMC and a brief overview of Vodafone, a multinational telecommunications company. The report then delves into Vodafone's current communication objectives, highlighting their strategies for creating brand awareness and expanding their customer base, particularly among students. It examines the various communication channels employed by Vodafone, including broadcast media, social media, direct marketing, and annual meetings. A critical evaluation of Vodafone's overall marketing communication plan is presented, including a SWOT analysis to assess strengths, weaknesses, opportunities, and threats. The report also includes a situational analysis, target market identification, and the development of an integrated marketing communications plan, evaluating channel choices and content. Finally, it offers recommendations for improving Vodafone's IMC strategy, along with an estimated budget and monitoring mechanisms for the proposed IMC plan.

Integrated Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY A...................................................................................................................................1
Brief overview of the chosen organization.................................................................................1
State their current communications objectives...........................................................................2
Highlight its chosen channels of communications......................................................................3
Critical evaluation of the overall marketing communication plan..............................................5
Recommendations.......................................................................................................................7
ACTIVITY B...................................................................................................................................8
IMC Situational analysis.............................................................................................................8
Target Markets and SMART Communication Objectives..........................................................9
Critical Evaluation of Marketing Channels.................................................................................9
Integrated Marketing Channels.................................................................................................10
Development of Appropriate Content.......................................................................................10
Evaluation of Communication Strategy, Channel Choice and Creative Contents....................11
Estimated Budget for IMC Plan................................................................................................12
Monitoring and Controlling Mechanism...................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Integrated Marketing Communications is a concept that makes sure that all the
communication and promotional tools are are integrated and work together (Andrews and Shimp,
2017). Brand promotions not only increase the awareness of the brand among people but also
increases the sale of its products as well. The concept involves all the channels and aspects
working together to achieve increased sales and promotions that are cost effective. Integrated
Marketing Communication uses various tools such as advertising, sales promotion, personal
selling, direct marketing etc. to create awareness and reach to a large number of audience.The
blue chip company being referred to here, Vodafone is a multinational telecommunications
company that was incorporated in 1984. The company offers a portfolio of communication
services including calls, texting and data services to consumers and various business globally.
The company has customers from across the globe including people, small scale and large scale
businesses. The company uses distinct channels to reach to its customer base. The company is
one of the most trusted brands in the telecom sector helping the society to succeed in today's
digital era. This report gives a brief overview of Vodafone and provides an evaluation of its
communication objectives. It also explains the channels company uses to communicate with its
customers and evaluation of the same. An IMC situational analysis is conducted for the company
with the designing of an appropriate target market and a marketing communications plan that
meets the objectives specified for that particular organization situation in relation to the
company's communication strategy, its choice of channels and creative and innovative content.
ACTIVITY A
Brief overview of the chosen organization.
Vodafone is regarded as the world's third largest company in the telecom sector when
compared by both its total revenue and the number of subscribers the company has. The
company is a well known company globally with it being originally based in the UK. The
partnership of Racal Electronics plc and Millicom Inc. was the beginning of the brand Vodafone.
The company's names changed a few times from then during the company's growth stage
(Blakeman, 2018). The idea for the company's final name came by combining the words voice
data phone.
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Through the 90s, the company kept growing at a steady rate with acquiring some
companies and merging with some. Finally, Vodafone rebranded itself with the logo which is its
individual recognition today. As a result, Vodafone today has more than 400 million users and
subscribers globally. The company has many first attached to its name like it was the first
telecom company to start roaming calls internationally and to offer people access of Vodafone
Live through internet to its customers. The brand from its initial days is known for providing
quality service to the people and tailoring its services to match the subscribers' needs (Bruhn and
Schnebelen, 2017). It still aspires to continue coming up with innovative services and offers.
The company is built on certain values with a vision that the company's employees strive
to achieve altogether. Vodafone's segments include Italy, Germany, the UK to name a few. The
company is headquartered in Newbury, England, UK having the largest turnover in the
telecommunications sector. It is known that Hutch- mobile service provider in India was
renamed as Vodafone. The company has some stakes in large number that are not included in its
turnover. The company sets and example for small emerging companies and new entrants about
how they can learn from Vodafone especially in terms of opting for strategies and if they want to
succeed.
State their current communications objectives.
The main objective of Vodafone like any other company is maximising its profits through
fulfilling the needs of its customers and providing them with the best quality service. The
company has a distinct strategy for achieving its goals and objectives.
 The company aims at creating awareness for their offer of 1 cent/ minute which is a part
of their Vodafone Campus program which is a unique plan specially designed for the
usage by students. All students are eligible to enter this program provided they submit a
request and copies of their respective identity cards (Camilleri, 2017). Being a part of this
program will enable them to speak with each other at 1 cent per minute which will help
the company in building a preference for their brand among students.
 Vodafone uses various channels to continuously grow its community and brand
recognition among the youth. The company accordingly designs its ways and strategies to
communicate with the subscribers. Thus, introducing the deal of 1 cent/minute gives the
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students opportunity to talk more with their friends. Coming up with various deals will
attract the customers that the company targets and hence improve and increase their
customer base globally.
 Other communication objectives of Vodafone include updating the variety of hones and
plans that they offer on a regular basis so as to be ahead of the competition posed by its
competitors (Chenini and Cherif, 2016). This makes the customers to grab information
regarding the new innovative offers that the company has launched and their preference
then shifts towards purchasing Vodafone's plans. Also, the company conducts various
surveys and campaigns in order to understand its subscribers' expectations in a much
more filtered way.
Highlight its chosen channels of communications.
Communication channels are media that enable the employees or customers of a
company to communicate with each other. The communication type may be either formal or
informal. Vodafone uses a variety of channels in order to communicate with its customers and
understand what are they looking for. Use of effective channels results in the growth of the
company through its sales and establishes a brand name. Channels use by Vodafone are listed
below-
 Broadcast media communications - Vodafone does advertising through various
broadcast media such as television, radio, magazines, newspaper etc. These types of
media are used when the company wants to communicate a message to a mass of people.
Using broadcast media helps in enhancing the message that is being delivered.
 Billboards and hoardings – The company effectively uses billboards and hoarding to
advertise itself (Chitty, D'Alessandro and Gray, 2019). In rural areas the company uses
the method of painting the walls and sign boards being put for display outside local
groceries stores, this not only creates a buzz among the people but also makes them
curious to know more about the same.
 Sales Promotion – Vodafone also uses approaches like in-store displays and providing
various benefits and schemes like commission to the retails and shopkeepers and also
sponsoring various events and advertising and promoting by using local celebrities as
brand ambassadors so that the brand image does not fade away from the minds of people.
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 Use of social media - The company after carefully evaluating different social media
platforms advertises on platforms like Facebook, Instagram etc. The company has its
official page on these platforms and regular updates are posted to keep the followers
engaged in the content and updated regarding any new plans that the company is planning
to come up with. This has helped in creating a niche and community for Vodafone and
regular interaction is possible with customers.
 Use of Direct marketing – Like all other brands, Vodafone also uses direct marketing as
a channel to communicate with the people through text messages and direct mails. This
makes the customers read the mail and purchase the offer that is shared if they find it
interesting (DIACONUOANCEA and BRINZEA, 2016). The people may not always
purchase the service but direct marketing leaves a thought in the subconscious minds of
the people.
 Organizing Annual meet ups – The company makes effort to organize annual meetings
for its stakeholders where the company performance and the profits made by the
company are explained and discussed with them. This initiative makes the stakeholders
feel involved and consider themselves as important to the company as they are asked for
inputs and suggestions on how can the company grow.
 Apps and newsletters – Vodafone exclusively has its application wherein all the
important and necessary information is provided and listed for the customers or the users
to browse through. The company issues newsletters in regular intervals for employees'
and subscribers' reference. Newsletters serve as an important channel as they can be
referred to whenever needed and the customers wouldn't have to come anywhere to
collect these as they are directly sent to their respective addresses.
 Websites and Micro sites – Vodafone pays its focus on constantly updating its websites
which new and fresh offers listed on the landing page so whenever a person will open its
website all the necessary information is flashed on the screen without the need to scroll
through the website as it consumes a lot of time and the person will lose interest to know
the information (Duralia, 2018). The website is very innovative and attractive so that
customers spend times on it. Micro sites are similar to websites but serve as different
entity for communication and makes it easy for the customers to browse through the
exact information that they are looking for.
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Difference between personal selling and sales promotion
Personal selling Sales promotion
 Personal selling refers to a way of
promoting products and services by
personally connecting with customers.
 This includes face to face interactions.
It consist of direct communication.
 Sales promotion a way of promoting
products and services without any
personal connect.
 This does not includes face to face
interaction. This consist on indirect
communication.
Critical evaluation of the overall marketing communication plan
Marketing communication can be define as a way that is adopted by an organisation in
order to convey their message to target customers. There are different ways though which
respective company can communicate their brand as well as features of products and services.
This is very helpful in order to increase sales of product in targets market area as well as lead to
achieve desired objectives (Gabrielli and Baghi, 2016). Respective company needs to develop a
market a effective and efficient marketing communication plan in order to convey their thoughts
and ideas in more effective manner. Marketing communication plan needs refers to set of action
that is specially developed to accomplish desired goals and marketing plan in respect of
Vodafone company is mention below.
Research analysis: It is very important for this company to analyse current market
situation. This will help in developing better business strategies as well as accomplishing set
goals. In order to research analysis regarding Vodafone company it is essential to identify
internal strengths and weakness as well as external opportunities or threats. For this SWOT
analysis will be most effective tool to analyse strengths, weakness, opportunities and threats.
This is mention below in detail. Strengths: This is one of the leading company in its sector as it is covering large market
area (Heller, 2016). Vodafone has strong brand image in marketing due to its high quality
services to targeted customers.
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 Weakness: This is weak in financial planning and this is affecting its overall performance
at global market area. It is affecting its marketing strategies as well as sales in different
parts such as rural area. Opportunities: There are various opportunities available in market area which will lead
to increase its performance. Vodafone company needs to use high technology in its
business process in order to gain competitive advantage over other rival companies. Threat: Vodafone company is dealing in highly competitive environment which will
affect its sales and profits. This company has major threat from its strong rival
companies.
Audience and identification: After analysing the market situation and understanding
strengths and weaknesses as well as various opportunities or threats for Vodafone company. It is
essential to identify the target audience in order to develop marketing communication (Hsu, Lin
and Tsai, 2016). From research analysis it has been analysed that Vodafone company is weak in
attracting customers of some area. It is essential for this organisation to develop such strategies
in order to communicate in better manner with targeted audience.
Objectives: The main objective of Vodafone company is to develop its communication
channel which will help in attracting more and more customers towards business. This company
will be focusing on improvement in marketing communication channel so that it will be able to
stimulate the interest of targeted customers. For this Vodafone company needs to communicate
features of its product in better manner as well as develop strong brand image.
Strategy: Once objectives are set its is very important to develop effective and efficient
strategies that will help achieving set desired goals. In order to improve Vodafone
communication channel it is important to improve its marketing communication. For this
respective company needs to develop marketing strategies which will help in communicating
with targeted customers in more effective manner. This company have to chose most appropriate
marketing channel for stimulating interest of targeted customers.
Tactic: It is essential for respective company to develop tactics along with strategies.
This is one of the most crucial part of marketing communication plan as in this they have to
analysing difficult situations which can have negative impact of on organisation (Juska, 2017).
Tactics will help in solving as well as controlling difficult situation and it lead to smooth
functioning of marketing plan. Vodafone company needs to use pull marketing strategy as this
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will help in increasing its product demand in market area. Respective company can use various
ways of promotion as well as communication to audience such as social media platforms, sales
promotion, word of mouth and many more.
Budget and control: This stage is essential in deciding the total amount of budget that is
necessary for successfully conducting marketing plan. Budget refers to financial amount the will
be required by company for performing marketing communication. For achieving set objective
Vodafone company will required approx £5000 budget in order communicate effectively with
the audience. This will help in performing marketing communication activities as well as
acquiring desired goals.
Implementation: At this stage Vodafone company needs to successful implement all the
strategies. This is crucial stage as in this actual implementation of marketing plan will take place
and this will be very helpful in attracting more and more customers towards business (Keller,
2016). It has to effectively execute the business marketing strategies as well as use different
marketing channels in efficient manner. Company needs to follow each and every step and
implement it in appropriate manner. By developing new and creative advertisement, Vodafone
company will be able to attract customers towards its product and services.
Evaluation and control: This is considered as a last stage as in this company needs to
evaluation as well as control marketing plan. This step of marketing communication plan will be
helpful in analysing actual performance of plan (Key and Czaplewski, 2017). Vodafone company
needs to take corrective measures in order to successful implement the plan. Corrective measures
will help in perform task in better manner as well as accomplishing set goals.
Recommendations
There are some recommendation for Vodafone company and this will help in enhancing
the overall performance of organisation. Manager of respective company should consider these
recommendation in order to improve its customer base. Recommendation in context of Vodafone
company is mention below.
 Digital media as well as social networking sites will be very helpful in communicating
feature of products and services offered by company. This techniques is more cost
effective and help Vodafone company to target larger number of customers at same time.
 It is essential for respective company to recruit and hire highly skilled employees. This
will help in enchaining the overall performance of organisation as well as achieving set
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goals. This company should focus on improvement of human resource as they are
responsible to performing business activities and development of strategies.
ACTIVITY B
There is some major issues which is faced by Vodafone company which is affecting its
overall performance. It is very important for respective company to develop effective marketing
communication which will help in attracting more customers towards business. Lack in
marketing communication will have direct negative impact over Vodafone business (Manser,
Peltier and Barger, 2017). In order to increase customer based of respective company it has to
develop a strong IMC plan. It consist of different stages which is mention below in detail.
IMC Situational analysis
For developing strong and effective integrated marketing plan of Vodafone company it is
essential to analyse situation. This will help in identifying as well as evaluating business
environment as it will have huge impact over development of business. Most of the decision and
strategies are based on business environment in order to perform functioning of plan in more
effective manner. Situational analysis is the first step of IMC plan and this involved SWOT
analysis. This is considered as an effective tool for analysing internal environment which consist
of strengths and weakness as well as external business environment which includes opportunities
and threats. SWOT analysis is mention below -
Strength – Vodafone is considered a one of the top brand in its sector as it is providing
high quality services to targeted customers. This company has massive market coverage as it is
distributing it services to different market area. It has strong brand image in market area and it is
offering diverse services as per need and wants of customers.
Weaknesses – This company has limited presence over rural market area which is have
negative impact over business sales. Vodafone is not able to full fill requirement of rural
customers and it is failing in getting foothold in rural market area (Naumovska and Blazeska,
2016). This company is poor in financial planning which is have negative impact over Vodafone
business.
Opportunities – Respective market is full of opportunities and this is considered as an
advantage for Vodafone company. Improvement in technology will be very helpful for
respective company as it will help in enhance operations of respective company. It is helpful in
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increasing sales and profits of organisation as company will be able to use new and innovative
technology.
Threat – Vodafone company has major threat from its rival company. This organisation have to
deal with various strong competitors and changes in competitors strategy or prices will have
direct impact over business.
Target Markets and SMART Communication Objectives
In order to successful develop as well as execute integrated marketing plan respective
company needs to analyse as well as evaluate target market. It is essential for Vodafone company
to develop as SMART communication objective. This will be very helpful in providing compete
guidelines to organisation and this will be helpful in achievement of set goals. Vodafone
company needs to identify target market area as on the bases of targeted customers this company
will be developing marketing strategies. This company have to create integrated marketing
communication strategies as per needs to targeted customers with the motive of stimulating their
interest towards business (Patti and et. al., 2017). Vodafone is not able to communicate its
product features to rural market area and this is have negative impact on business. In integrated
marketing communication plan this company is focusing on rural market area. For this it is
significant for company to develop a SMART communication objective in respect of Vodafone
company. SMART objective is mention below.
 To increase sales of Vodafone company by 20 % through new integrated marketing plan
with in 4 months.
 To enhance the customer bases by 30 % with in 6 months by offering high quality
services.
Critical Evaluation of Marketing Channels
There are different type of marketing channels which could be used by Vodafone
company in order to achieve set gaols. It is very important for this company to chose and select
most appropriate marketing channel which will be helpful in respective company to reach
targeted market. This company needs to critically evaluate chosen marketing channel in order to
understand its impact over business (Place, Smith and Lee, 2016). Vodafone company is
targeting customers of rural market area and in this personal selling as well as advertisement
strategies will be more effective. Critical evaluation of selecte4d marketing channel in given
below.
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High quality services: In order to attract customers of rural market area Vodafone
company needs to use personal selling and advertisement marketing strategies. By personal
selling this company will be able to develop better relationship with potential customer as well as
help in meeting with their needs. Advertisement will help in communicating features of product
and services offered by company to targeted customers.
Market Penetration: Advertisement as well as personal selling will be an effective tool
for increase sales of current products in existing market area. This will be very effective in full
filling the requirement of customers as well as enchaining sales of Vodafone product and
services.
Integrated Marketing Channels
This is very helpful in ensuring that customers are well aware about the product and
services offered by company and it ensure that message is transferred to the potential customers.
Integrated marketing channel is considered as an approach of interacting with customers in order
to increase customer base (Saenko and et. al., 2016). This is very help tool and techniques for
Vodafone company so improving sales and profits. Advertising and personal selling will be very
effective for respective company as it will lead to enhance brand image in target market area.
Advertisement will provide wide scope to respective company as this will lead to interacting and
communicating with customers in better manner. Vodafone company can advertise its products
and services by highlighting its features on different areas. This company can post their
advertisement on different area such as news paper, T.V. Advertisement, social media and many
more. This tool and techniques will be more effectively work when it is integrated with personal
selling. This will help in develop and creating strong relationship with customers as it includes
direct communication with customers. Personal selling with be helpful in solving issues and
quarries of customers with is not resolved by advertisement marketing strategy. Advertisement
of products and services in creative manner will help in reaching to large number of customers at
same time. Where as personal selling with help in converting target customers into potential
customers by developing strong relationship with them.
Development of Appropriate Content
After analysing the integrated marketing channel for promoting as well as
communicating with customers it is essential for this company. It is essential for Vodafone
company to chose and select most appropriate content for marketing. This content play a crucial
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