Marketing Principles: Planning Marketing Mixes and Market Differences

This report provides an overview of marketing principles, focusing on planning marketing mixes for different consumer segments, specifically demographic and psychographic segments for Vodafone. It details product, price, place, and promotion strategies tailored to each segment. The report also highlights the key differences between business-to-business (B2B) and business-to-consumer (B2C) marketing, emphasizing variations in promotional techniques, product focus, and pricing strategies. Furthermore, it contrasts international and domestic marketing, addressing aspects like currency exchange, business risk, and investment levels. The report concludes with a list of references used.

TASK 4
MARKETING PRINCIPLES

4.1 Planning marketing mixes for two different segments in consumer market
The organization can design different marketing mix to reach the target customers in effective
manner.
Marketing mix for demographic segment
Product: Vodafone is offering wide range of telecommunication products and services to its
consumers. The company provide services as per the needs of customers. Therefore, customer
that make more local calls can activate services exclusively for same. In addition to this, it
have product named world calling grids that is mainly for individuals that make more
international calls.
Price: The company will charge as per the service selected by the customer. The entity can also
have flexible price mechanism. Therefore, local calls will be charged at less price as compared
to national and international calls..
Place: The organization can offer its wide range of products through e-commerce websites and
also through its retail stores.
Promotion: To promote its products, company can use different promotional techniques like,
online and social media advertisement. In addition to this, hoarding, point of sale can be used.

Contd..
Marketing mix for psychographic segment
Product: The company will provide premium products specifically for corporate
customers. Therefore, product will be developed as per the requirement of customers.
It can have features like, high speed internet facility, concession on call rates etc.
Price: The organization can charge high prices for offering branded and high quality
products. Therefore, premium pricing policy can be adopted by entity.
Place: Vodafone can offer its customized products through its own dedicated stores and
retail outlets. This will also help in brand building and attracting brand concious
consumers.
Promotion: To promote exclusive products, promotion can be done by organizing
corporate trade shows, business magazine, television ads etc..

4.2 Difference between marketing to business rather than customers
B2B B2C
In this organization trades with business
customers.
In this organization deals with household
customers etc.
The organization can use below line
advertisement or direct promotion.
All the kinds of promotional techniques can
be used by company
More consideration is paid on the
performance of product in market
More emphasis is done on attributes, quality
of product.
Focus is on quality and quantity Focus is more on quality and price

4.3 Difference between international and domestic marketing
International marketing Domestic marketing
It refers to marketing activities done
in foreign countries.
It regards to marketing activities
performed within the domestic
country, UK.
It involve use of different medium of
money exchange which is
applicable in the host country.Such
as,in India rupees are taken as mode
of exchange.
The dealings are done in home
currency, Pound.
The business risk is high Risk is low as compared to
international marketing
It requires high expenditure and
investment
It require less investment

References
.
Mattson, M. and Basu, A., 2010. The message development tool: a case for effective
operationalization of messaging in social marketing practice. Health marketing
quarterly. 27(3). pp.275-290.
Talke, K. and Hultink, E. J., 2010. The impact of the corporate mind‐set on new product
launch strategy and market performance. Journal of Product Innovation
Management. 27(2). pp.220-237.
Kotler, P., 2012. Kotler on marketing. Simon and Schuster.
Hamid, S. A. R. and Khan, M. K. N., 2015. Value Co-Creation in Branding Social
Marketing Services: An Exploratory Study. Journal of Social and Development
Sciences. 6(3). p.50.

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