Marketing Plan for H Vodafone Launch in Singapore: Vodafone's Strategy

This report presents a detailed marketing plan for Vodafone's launch of its new healthcare-focused smartphone, H Vodafone, in Singapore. It begins with an introduction emphasizing the importance of marketing in revenue generation and successful product launches. The main body includes a PESTLE and SWOT analysis of the Singapore market, highlighting its technological advancements, strong economy, and health-conscious consumer base. The report then outlines Vodafone's marketing strategies, including segmentation (demographic), targeting (Singapore's health-conscious population), and positioning (imitating market leaders). It covers the 4Ps of marketing (product, price, place, promotion), emphasizing product innovation, competitive analysis, branding, and customer experience. The marketing action plan section details the application of the 4Ps, pricing strategies, and promotional activities, tailored for the Singapore market. Finally, the report provides recommendations based on the analysis and concludes with a summary of the key findings and strategies.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART 1............................................................................................................................................3
Analysis of current situation...................................................................................................3
PART 2............................................................................................................................................5
Marketing strategies...............................................................................................................5
Delivering marketing program...............................................................................................6
PART 3............................................................................................................................................8
Marketing Action Plans..........................................................................................................8
Implementation.....................................................................................................................10
PART 4..........................................................................................................................................10
Recommendations................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is considered to be as important business function which helps an organisation
in generation of revenue and profit. It is the marketing function which helps in successfully
launching of product in the market. Marketing can be defined as business activity which includes
Promotion as well as selling of goods or services. It also involves advertisement and execution of
market research. Marketing plan is basically a road map which defines the activities which will
be executed by organization for introducing new product in the market (Li, 2018). It is the
activity on which the success as well as growth of firm is based. An effective marketing plan
consists of all the 4 Ps which helps enterprise in accomplishment of desired objectives.
The study will include the market plan which can be used by Vodafone for launching the
new product such as H Vodafone in Singapore. The few strategies will be highlighted in the
report which can be implemented by Vodafone for promoting innovative product.
MAIN BODY
PART 1
Analysis of current situation
Today, people across the world have started using smartphones in order to make use of
effective services such as entertainment, health, business, etc. Smartphone industry is a large and
growing industry across the globe and Asia is one of its biggest markets. Singapore as being a
technology enriched country, is having a large demands of cell phones which can provide
effective services to its customers. These customer demands are majorly oriented towards health
and entertainment purpose when they tend to look for a new cell phone product. Below done is
the PESTLE and SWOT analysis determining the present market situation of Singapore market:
PESTLE ANALYSIS (External)
Political Government of Singapore is having fewer implications on smartphones and
related products launch, so it would be easy to for the company to launch its
new product in the market. Along with it, the government ensure proper
support to technological developments which are made for health and well-
being of humans.
Economical The present economy of Singapore is strong because of rising tourism.
Telecommunication companies such as Starhub, SingTel are one of the major

contenders earning huge profits. It is going to allow Vodafone to launch its
new product and gain good profits.
Social The consumers expectations in the markets of Singapore is for the product that
serve that lifestyle needs and allows them to keep a track of their health,
expenses, etc.
Technological As being a technological rich country, Singapore today is having large
demands of technological products in businesses, homes, service platforms etc.
It is the best opportunity for the company to launch its new product.
Environmental The environmental conditions are favourable in the country for the company to
launch its products. Singapore’s environment is mild and green. This is going
to help Vodafone in easy transportation and delivery of its products.
Legal Policies raised by the government of Singapore does not include heavy taxes.
Along with it, it provides ease of finances for the companies dealing with
technological products (Maheswaran and Asirvatham, 2018). It is an advantage
for the company to launch its new product in the market.
SWOT ANALYSIS (Internal)
Strengths
 Demands of products dealing with health and well being.
 Fewer companies providing cell phone which specifically deals with health care and
conscious cell phones
Weaknesses
 Large competitive base (companies such as Singtel and Starhub)
 Less awareness about the healthcare products and smartphones phones in the market.
Opportunities
 Demand of technology that can promote health and well being and reduce expenses of
expensive doctor and healthcare visits
 Consumers are becoming more conscious of health and well-being because of rising
diseases and bad health situations. It can be used as an opportunity to promote its new
smartphone
Threats

 Issues such as sustainability and global warming has made people to look for products
which are sustainable and made in green environment.
 Competitors in Singapore are having a strong market base and its hard for the Vodafone
to gain new consumers easily in order to sell its new healthcare smartphone
The above done external and internal analysis showcases that the current market scenario
of the Singapore is positive for the company to launch its new healthcare smartphone. The
present market conditions are supportive and can make the product a success.
PART 2
Marketing strategies
Marketing strategy can be defined as plan of action which is formulated by manager in an
organization in order to promote as well as sell product or services. In context of Vodafone also
marketing manager in an enterprise has developed an effective Promotional plan for promoting
the new developed H Vodafone which is new healthcare specialized smartphone. The different
marketing strategy which will be used by Vodafone for successfully launching the new product
in the market are:
Segmentation, targeting and positioning Segmentation: The segmentation strategy has been designed by manager in Vodafone in
order to small segmentation. Vodafone can target those people those who want to buy
smartphone but have limited budget (Chaffey and Ellis-Chadwick, 2019). In other words,
demographic segmentation strategy can be adopted by Vodafone. As by implementing
the demographic marketing strategy, Vodafone will able to fulfill the needs as well as
expectation of customers.
 Targeting: The target market which Vodafone has selected for positioning its new
healthcare specialized smartphone is Singapore. Marketing manager in Vodafone has
selected the Singapore for positioning its new product as it is the strategic location. The
other reason for selecting the Singapore is that people in such nation is highly heath
conscious, so it will be easier for firm to influence people to sell healthcare specialized
smartphone.
It is required by Vodafone to conduct either market research or Marketing opportunity analysis,
as this tactic will assist business entity in identifying the suitable target market for product. It

will also help in addressing those customers who will prefer to buy the new healthcare
smartphone. Market opportunity analysis will assist manager in determining the potential size of
market, intensity of competition and also will help in determining the profitability potential
(Thavakumar and Susila, 2018). Vodafone can target people belonging to the age of thirty top
eighty years. As people belonging to the sage of 30 to 80 years are generally very much health
conscious.
Marketing campaign can be organized by Vodafone in order to inform people about healthcare
specialized smartphone. It is considered to be as one of the best strategies using which Vodafone
company can reach target audience. In present digital world, Vodafone can also utilize the social
media platform for communicating with customers and informing them about the launch of new
smart phone with unique feature (Chernev, 2018.). The major benefit of using the social media
platform is that, an organization can reach wide number of customer and even can promote its
new product at international level in cost efficient manner.
 Positioning: Imitative type of positioning strategy which can be utilized by Vodafone for
positioning its new healthcare specialized smartphone. It is the positioning strategy in
which an organization will require imitating the product of market leaders,
Delivering marketing program
Product: It is required by Vodafone to develop the products according to the needs and
demands of the customers. Market research can be conducted by an organization in order to
identify the product requirements by customers in the market (Armstrong and et.al., 2015).
Business entity needs to pay much attention on the quality of product, as this strategy will help
business entity in influencing people to buy healthcare smart phone.
Price: Vodafone can use discounting pricing strategy at the initial stage of launch of new
healthcare smartphone in the market, as this strategy will help an enterprise in attracting
customers.
Place: Vodafone can seek support from online retailer or distributor for selling new
healthcare smartphone. As both online retailers and distributor have information about the
market as well as they know about the technique to sell product to customers.
Promotion: Marketing campaign can be organized by Vodafone for informing people
about new healthcare smartphone. In addition to this, social media can be used for promoting the
product and generating the brand awareness.

Market attractiveness
Product innovation as well as differentiation are the two strategies which can be utilized
by Vodafone in order to maintain market attractiveness. Both product differentiation and
innovation strategy will also help an enterprise in gaining the competitive advantage. Production
innovation is considered to be as one of the most effective strategy which will assist Vodafone in
increasing market share for Smartphone.
Illustration 1: Four P's of marketing
Sources : (Four P's of marketing, 2019)

In context of Vodafone, business entity can add more new features or application such as
fitness app, telemedicine app etc. In addition to this, other which can be done in health care
Smart phone is that DELTASS, a space-based system can be integrated in the smartphone.
DELTASS, a space-based system is designed by European space agency for providing the
medical help to people in emergency situations (De Mooij, 2018.).
Market competitor positioning
The biggest competitors of Vodafone are TELSTRA, Airtel, Idea. Etc. In context of
Singapore market, Vodafone has to face stiff competition from organization name SingTel. It is
basically a public limited company which offers data, Internet and mobile products. SingTel is
presently has achieved leadership position in telecommunication industry of Singapore. Business
entity has already captured wide market share. In addition to this other biggest competitor of
Vodafone in Singapore telecommunication market is Benin telecom which has captured approx.
28.95 percent market share (Andrews and Shimp, 2017).
Branding and customer experience
Vodafone can design its own logo for new healthcare Smartphone, as this strategy will
help an organization in differentiating its product from that of competitors. Business entity in
order to provide good experience to customer can provide after sales services. In addition to this,
before launching the product in the market Vodafone can take suggestion from people related to
the quality as well price which is to be set for specific product (Kumar, 2018). In addition to
this, Vodafone can take feedback from customer after selling the product, as this strategy will
support an enterprise in identifying the need for improvement. An organization can provide high
value proposition to customers by delivering good quality of product at reasonable price.
PART 3
Marketing Action Plans
In order to place its product successfully in the market, it is important for the company to
promote take effective marketing action plans to gain required advantage in the set market
situation. Below mentioned are the usage of 4P’s of marketing and contingent plans to set up an
action plan:
4P’s of Marketing
 Product: During launch its healthcare smartphone, the company needs to understand the
situation of the market first. Singapore is a technology enriched country and there are lot

of smartphone provider available in the market. Vodafone while launching its H-
Vodafone in the market needs to consider this factor at first. The variety of the product
produced by the company is different and attractive. In order to find appropriate
consumers, the company should promote its products into hospitals, healthcare settings,
etc. where health conscious people tend to come and go. This is going to allow the
company to successfully gain required consumers and sell its products.
 Price: Price is another important factor which the management of Vodafone needs to
take into consideration while launching its product into the market of Singapore (Ang,
2016). In its initial stages, the smartphone’s price needs to be less that other healthcare
smartphones available in the market. It is going to allow the company to attract
consumers from both high and mid-range market segments. It can help the company to
gain a strong competitor advantage in its initial stage of launching its product. Other
actions which the company can take is to make use of offers such as discounts, benefits,
vouchers on buying of its products. These offers will attract consumers and the company
is going to gain new market reputation and profitability as well.
 Place: The target market of the company is Singapore and its new products nature and
category is healthcare and well-being. Vodafone should promote is products in places
where it can get the required consumers. The best place to promote its healthcare
smartphone is hospitals, healthcare settings, dispensaries, pharmacies, and websites
which deals with health services. This can help the organisation to target the kind of
consumers which they want. Along with it, it would make them reach the precise
consumer market which it wants to target for its product. It can help the organisation to
get a good word of mouth on its product because its competitors are not having such
smartphone available in the market. The organisation is going to gain both profitability
and a good market reputation from promoting its product on the suggested places. Promotion: As mentioned above, the chosen places for the promotion of the product
needs to be hospitals, healthcare settings, dispensaries, pharmacies etc. in order to reach
the optimum customer market. The promotion techniques which the company should
make use of while launching of its product in the market needs to include advertising and
campaigns. In terms of advertising the company’s actions should be based on advertising
its phone on Television, radio channels, newspapers etc. This can help the company to

reach a wide consumer base (Ghosh, 2016). Along with it, appropriate actions need to be
taken in order to make attractive advertisements for the customer markets. The company
should hire creative individuals which can help it create these advertisements. Other
important actions in promotion can be to start campaigns where people are made aware of
the health issues and in what ways the made products of the company can help the
consumers in the better health and advantage and maintaining a healthy lifestyle. These
campaigns can help the organisation to reach new consumer and understand the market
needs as well. The organisation is going to create awareness and sell its products both at
the same time. Along with it, these campaigns are going to help it understand the needs of
its targeted consumers and make changes in the product accordingly.
Contingent Plans
 Risk: Market risks needs to identified. In the current market scenario these risks include
product failure because of the lack of awareness, not gaining enough sales because of the
competitors’ advantage. These risks can cause the organisation to face losses and failure.
 Impact: In case of the appearance of such risks, it is important to understand the impact
which they are going to cause (Babu and Ananthanarayanan, 2018). The risks need to be
evaluated well as per the above-mentioned uncertainties which the company can face and
observe during the launch of its product.
 Risk management: Evaluation of the impact is going to allows the company to measure
risk management. For example, in case of the risk of product failure because lack of
awareness the company can launch immediate campaigns to increase awareness and sell
its smartphone.
 Planning: The management of the organisation should set a team to plan the entire
launch and sales of the product in its initial stages. It can help the company to properly
set its foot into the market of healthcare smartphones and achieve set growth.
Implementation
Organising and Planning (timeline/deployment)
The first step which Vodafone needs to take while launching of its smartphone in the
market is organising of its services and planning its activities. In order to do this, the company
needs to start with organising its course of launch. The management should explore methods in
which it can deploy its smartphone in the market at the right time and precise period when

customers tend to buy new products. It can be around festivals such as Christmas and Halloween.
This can allow the company to sell its products easily.
In the process of planning, the organisation needs to consider points such as time, place,
offers, promotion etc. to ensure proper placement of the product in the market. It can help the
organisation to achieve proper market growth and advantage on its smartphone.
Control (Budget and Sales Variances)
The budget needs to be set as per the product demand at its initial stages. In order to do
this, the organisation needs to deploy its test product in the market and evaluate what budget can
be set for production, marketing and sales of the smartphone. Another important is sales
variances, understanding the variances of the sales in its initial it going to allow the organisation
to implement the above set strategies in order to gain a good market advantage and selling of it
products.
Product life cycle : It highlights the different phases which product undergone. As per the
product life cycle theory which states that there are only few goods which reaches to the final
stage. There are different phases in the product life cycle these are :
Introduction stage: This is the position We are standing presently. At the introduction stage
we need to take high initiative for generating awareness about healthcare smartphone among the
customers. Our organisation need to adopt the low cost pricing strategy as it will help them in
influencing people to buy specific product. In addition to this, an effective as well as continuous
communication with customers will be essential
Growth stage: An organisation has concentrate on building brand preference as well as have
focus on increasing market share.
Maturity stage: It is a phase in product life cycle the strong growth in sales diminishes. The
main intention of firm is to maintain market share and to increase profitability.
Decline stage: It is a phase where there is decline in the sales of specific products. In such
situation, there are various option avails with an organisation these are business entity can
maintain product by adding more innovative features or organisation can find new users. In
addition to this, an enterprise can increase the sale of specific god by reducing the costs or
positioning product into niche market. Third option avail with firm is that they can l discontinue
the product by liquidating inventory.

PART 4
Recommendations
It has been recommended to Vodafone that, marketing team is required to have complete
knowledge about the market and target customer group, therefore We can adopt the value-based
market positioning strategy. The value-based market positioning strategy will help an us in
fulfilling the needs as well as expectation of customers.
The other suggestion is that before developing the market plan for launching new
product We need to determine our market position. As this strategy will help us in development
of an effective market plan (Maheswaran and Asirvatham, 2018). It will also assist company in
successful launching of new healthcare smartphone.
In addition to this we need to set price for products as per the consumers class and age
groups. The smartphone is serving the main purpose of health and lifestyle. It is important that
the company sets optimum price in order to gain better sales.
During its initial stages it is recommended that we need to provide attractive discounts to
attract consumers of different demographics.
It is recommended that we need to hire creative marketing individuals to develop
attractive advertisements in its promotions
Also, we need to evaluate and understand the political environment and legal
implications of the Singapore in order to deploy its product safely in the market of the country. It
is going to save the company from legal and political troubles.
CONCLUSION
The above report showcases the process of marketing. The report explores the important
strategies developed and actions taken by Vodafone to launch its new product “H Vodafone” in
Singapore. It puts light on the various issues which the organisation might face while launching
of its product in the market. The report develops a marketing plan which includes the new
smartphones segmenting, targeting and positioning. Along with it, important action plans are
made in order to implement the product in the market and achieve set growth and success.