Vodafone UK Marketing: B2B, B2C, National, and International

This report analyzes Vodafone UK's marketing strategies, focusing on the marketing mix, segmentation, and the differences between B2B and B2C marketing. The analysis covers product offerings, pricing strategies, distribution channels, and promotional activities. It highlights the importance of social media for promoting mobile handsets. The report also differentiates between B2B and B2C marketing approaches, explaining how Vodafone UK targets end-users and other telecom businesses. Furthermore, it explores the distinctions between national and international marketing, emphasizing the impact of competition, technological reach, and market opportunities. The conclusion underscores the significance of adapting marketing strategies to the specific characteristics of each market. The report includes a list of references to support the analysis.

Marketing Principles

Task 4

4.1 Plan marketing mix for two different segments in consumer markets for Vodafone UK
Elements Description
Product The major product of Vodafone UK is hand-sets which has 4 inbuilt
applications.
Price Price penetration strategy will be adopted.
Place Direct retail stores as well as online sources can be selected to distribute
the products.
Promotion In order to promote the mobile hand-sets, Vodafone UK needs to select
social media websites.

4.2 Difference between B2B and B2C marketing for Vodafone UK
• B2B marketing and B2C marketing both have several
differences and both emphasizes on different aspects so that
products can be sold suitably to the customers.
• B2B is the concept wherein business entity engages with other
organization and sell the products as per the conditions
prevailing in the market place.
• However, on the other hand B2C is the concept in which
business entities directly delivers the products to the end users.

Contd..
• In the marketing of B2C, companies have to mainly focus on
serving best quality products and services. This has a direct
impact on customer satisfaction and as a result it also aids in
amending customer base.
• For instance – for Vodafone UK sells its mobile handsets
directly to the consumers, then this will be a B2C marketing.
However, if the business delivers the products to other telecom
industry, then it will be a B2B segmentation.

4.3 Show why national and international marketing differs in
the case of Vodafone UK
• At the time of enhancing the business products and services,
Vodafone UK is required to focus on level of competition as that
has a direct impact on services of the organization.
• International and national marketing differs with each other in
many ways such as on the basis of scope, competition,
technological reach and availability of benefits.
• As far as technology is concerned, Vodafone UK can get many
benefits after entering into global market place; however the
opportunities are less in the case of domestic market place.

Contd..
• International marketing has many competitors; therefore
Vodafone UK would be experiencing huge competition while
operating business in global market.
• International marketing faces intense competition due to high
degree of foreign competitors. On the other hand the level of
competition is not that powerful in the case of domestic
marketing. Therefore, accordingly Vodafone can manage its
services in international market.

References
• Dibb, S. and Simkin, L., 2013. Market Segmentation Success: Making It Happen.
Routledge.
• Doole, I. and Lowe, R., 2008. International marketing strategy: analysis, development and
implementation. Cengage Learning EMEA.
• Ferrell, C. O., and Hartline, D. M., 2010. Marketing Strategy. 5th ed. Cengage Learning.
• Fifield, P., 2012. Marketing Strategy. 2nd ed. Routledge.
• Ham, V. P., 2008. Place Branding: The State of the Art. Annals of the American Academy of
Political and Social Science, 616, pp.126-149.
• Handlechner, M., 2008. Marketing Strategy. GRIN Verlag.
• Heding, T., and et. al., 2008. Brand Management: Research, Theory and Practice. 2nd ed.
Routledge.
• Hermann, S. 2009. The crisis and customer behaviour: eight quick solutions. Journal of
Customer Behaviour. 8(2). pp. 177-186.