Vodafone's Marketing Mix: 8Ps Analysis & Strategic Evaluation 2019

This presentation evaluates Vodafone's marketing strategy, focusing on the segmentation, targeting, and positioning model, and the 8Ps of the marketing mix: product, price, promotion, place, people, process, physical evidence and partnership. It examines how Vodafone segments its market based on income, age, service usage, customer nature, service tenure, and geographical conditions, and targets middle- to high-income groups seeking high-quality data and voice services. The analysis covers Vodafone's pricing strategies, promotional activities including the use of Zoo Zoos ads, and its distribution channels through company-owned stores. The presentation also discusses Vodafone's partnerships with companies like Dell EMC and Cisco, and its corporate social responsibility initiatives, including promoting diversity, ethical behavior, and environmental sustainability, highlighting how these efforts affect its marketing and customer perception. Desklib offers comprehensive study tools, including similar presentations and solved assignments.

Marketing
strategies
VODAFONE

About Vodafone
 Vodafone is the acronym of Voice
Data Fone
 Vodafone is the largest mobile
telecommunication network company
of the world which is also the third
largest telecommunication
Corporation in Britain
 This company is the largest in all over
the world in terms of revenue which is
4,657.1 billion EUR (Forbes, 2019).
 This UK based company has been
operating in the world for more than
30 years (Vodafone.com, 2019).

Marketing strategies
 Segmentation targeting and positioning model is a strategic
approach in the modern marketing.
 It identifies bases for segmentation and determine all the
important characteristics of every market segment.
 The market targeting evaluates potential as well as commercial
attractiveness of every segments and select one and more
segments to explore

Marketing strategies: segmenting
 Vodafone segments the market of the world on the
basis of following categories-
 Income and age
 Service usage
 Nature of customer
 Service usage
 Nature of customer
 Service tenure
 Geographical conditions (Webb, 2013)

Marketing strategies: Targeting
 Vodafone mainly targets
the marketing strategy
for the customers living in
the small or large towns
to the middle- or high-
income groups of
population
 It targets to the
customers who prefer to
use high quality data
service and uninterrupted
voice calling facility to
stay connected with
friends, family and
business

Marketing strategies: Positioning
 The company has an excellent tagline which says “whenever you
go, our network follows”.
 It announces its visibility through sponsorship in various Sports
arenas
 The advertisement character named zoo zoos help it to enhance
its popularity in the Global market

Marketing mix
 Products
 Vodafone has offered an extensive range
of tariffs that target various customer
segments (Vodafone.com, 2019).
 The product variation includes
smartphones, branded phones, handsets,
voice call and messaging services,
internet services and value-added
services.

Marketing mix Price
 The company provides both the prepaid
and post-paid plans of high and low
budget.
 Vodafone has entered the internet
business offering 4G internet rates.
 It introduces reward points in the pricing
strategy which the customers gain on
spending a particular voucher or the data
bundles.

Marketing mix
 Promotion:
 Promotions
 Vodafone has utilised the local
names to enhance recognition and
contrasts from the local customers
in different market.
 Ads appear in TV commercials,
billboards and the social media
platforms so that more people can
see them.
 Zoo Zoos ads are the best and most
popular brand ambassador of
Vodafone

Marketing mix
 Places:
 In the worldwide market, the
company has located its own
stores.
 In these stores, the customers
visit to see or buy products and
services or to take the benefits
of warranty on the products.
 Vodafone has headquarters in
the most important business
cities of that country
 In the rural area also, Vodafone
stores can be found so is the
market penetration globally

Marketing mix
 People:
 Vodafone as operating in
the service industry of the
world, that involves high
level of people in directions.
 The employees get proper
training, IT support and
personal development
processes.
 It also has good connection
with the intermediaries like
independent retailers and
agents.

Marketing mix
 Process:
 The processes of Vodafone are customer friendly.
 In case of Vodafone, the speed of internet data,
uninterrupted voice call and accuracy of other
services need to have great importance.
 It uses the process of data warehousing
management along with mining

Marketing mix
 Physical evidence:
 Vodafone’s physical evidence includes
 Reports
 Different tangibles like extra talk time and the attractive offers to
the customers
 Signage
 Punch lines
 Employees dress codes.

Marketing mix Partnership:
 For cloud and hosting, the company has partnered with
Dell EMC, Cisco and Huawei and Hewlett Packard
Enterprise.
 For connectivity, the company has partner with Google,
Cisco ad Microsoft that provides greater value and
helps in evolution of a digital workplace.
 For security, Vodafone has partnered with Fortinet,
Zscaler, BAE Systems which help the company to get
the security from constantly evolving cyber threats.

CSR affecting marketing
 The companies aim to connect a purchase with something which is seen as a
nonessential and larger than a mere purchase of product (Andreu, Casado-
Díaz & Mattila, 2015).
 For this they serve corporate social responsibilities which enables the
customers to have an easier way to validate their purchase.

CSR affecting marketing
 Corporate social responsibility in Vodafone creates a positive
feeling which relates to the social approval and self-respect.
 Vodafone has aimed to have a sustainable business that
promotes
 diversity and equity
 energy and environment transparency
 ethical behaviour
 scope for developing skills as well as jobs for the young
generation (N.vodafone.ie, 2019).

References
 Forbes. (2019). Vodafone on the Forbes Global 2000 List.
Retrieved from
https://www.forbes.com/companies/vodafone/#36b5f5c27dfb
 N.vodafone.ie. (2019). CSR. Retrieved from
https://n.vodafone.ie/aboutus/csr.html
 Vodafone.com. (2019). Our Partnerships. Retrieved from
https://www.vodafone.com/business/why-vodafone/our-partnershi
ps
 Webb, N. (2013). Vodafone puts mobility at the heart of business
strategy: Transformation improves performance of employees
and organization as a whole. Human Resource Management
International Digest, 21(1), 5-8.