Vodafone UK: Applying Marketing Principles to Consumer Segments

This report provides an analysis of Vodafone UK's marketing principles, focusing on the application of marketing mixes to different consumer segments in the UK and Dubai. It examines the differences in marketing products and services to businesses (B2B) versus consumers (B2C), highlighting variations in sales processes, discount policies, and brand value leverage. The report also contrasts international marketing strategies with domestic marketing approaches, considering scope, profit opportunities, and growth potential. The analysis references academic sources to support its findings, offering a comprehensive overview of Vodafone's marketing strategies in diverse market contexts. Desklib provides access to similar past papers and solved assignments for students.

MARKETING PRINCIPLES
(TASK 4)

INTRODUCTION
Marketing principles are the combination of different
elements can help to the Vodafone to take better decision to
provide more better customers assistance. Vodafone is
working on the international level so it is essential for them
to use marketing principles. It is a concept of the product
development for the organisation to provide better
customers satisfaction.

4.1 Plan for marketing mixes for two
different segments in consumer markets for
Vodafone UK
As the Vodafone is working in the international market so
they have to make a proper market mix for different market
segments.
Marketing mix in the Geographic segment;
Product: They have to provide handset in the UK which
works in the English operating language.
Price: Vodafone has to use skimming pricing for the UK and
for Dubai they have to use Premium pricing and provide
better services.

Continued...
Promotions: They can use social media in the UK and
electronic media in the Dubai.
Place: Company has to use distribution place which can
provide better customers convenience in the UK and in the
Dubai they have to provide online services to the
customers.

4.2 Illustration of differences in marketing
products and services to businesses rather
than consumers
It is essential for the company to develop their marketing and
prices according to the different types of markets.
Difference between the marketing of the products in b2b
and b2c market:
Points of
Difference
B2B B2C
01. Process of
deal
In the b2b market
Vodafone has to
follow a proper
process to provide
their services to a
customer company.
It is not having any type
of this process and
company is having not a
specific process of sales
for an individual
customer.

Continued...
02.
Discounts
In the b2b market
company is having a
discount policy for the
customers company
which can help to them
to make a deal with the
customer company.
In the b2c market
company is having a not
any specific discount
they are just having a
normal price rate and not
it is the choice of the
customer to purchase
product.
03.Brand
value
Vodafone is a huge
structured company and
they are having a huge
brand value so they can
lead on the deal by
using their brand value.
A normal customer is
having a more option to
purchase product and
services so Vodafone's
brand value not make a
lead on it.

4.3 International marketing differs from
domestic marketing
Difference between the international and domestic marketing
is here under this table:
Points International market Domestic market
Scope It is having huge
scope for the
Vodafone which
can help them to
increase their
business.
It has a limit to
provide services
which creates a
hinder in the
development of the
company.

Continued...
Profits It provides a chance
to increase their
profits by making
transaction in the
international market.
It has a limited
potential to take
profit for the
company.
n on a limited level.
Opportunities International market
is having potential to
provide more growth
opportunities for the
company.
It has a limited
growth opportunity
which can develop
their organisation.

References...
Brennan, L. and Binney, W., 2010. Fear, guilt, and shame
appeals in social marketing. Journal of business Research.
63(2). pp.140-146.
Burchell, K., Rettie, R. and Patel, K., 2013. Marketing social
norms: social marketing and the ‘social norm approach’.
Journal of Consumer Behaviour. 12(1). pp.1-9.
Dollatabady, H.R., Amiri, F. and Bidmeshk, O.G., 2012. Using
Social Marketing Principles to Describe Local Isfahan
Managers' Attitude about Using New Energy Resources.
International Journal of Marketing Studies. 4(3). p.160.