Vodafone UK: Analysis of Marketing Principles in Different Markets

This report provides an analysis of Vodafone UK's marketing principles, focusing on the marketing mix for different consumer segments, the differences between marketing to businesses versus consumers, and the distinctions between international and domestic marketing strategies. The marketing mix elements of product, price, promotion, and place are examined in the context of Vodafone's offerings. The report highlights the differences in market research techniques used for B2B and B2C markets, noting the complexity of B2B decision-making processes. It also contrasts domestic and international marketing, emphasizing the increased governmental interference and risks associated with international operations. The report concludes with a list of references used in the analysis. Desklib provides a platform for students to access this and similar solved assignments and past papers.

Marketing Principles
TASK 4

4.1Plan marketing mix for two different segments in
consumer markets for Vodafone UK
Product- Vodafone deliver a wide range of product such as
fixed line solutions, voice, messaging and data. The main
objective of Vodafone Company is that to fulfill the
communication desires to its customers in desired manner.
Therefore, for the purpose of fulfilling the needs of customers
in different segments by provide the ranges of tariffs for the
main purpose of targeting the several customer segments.
Thus, the customers are always searching a high quality of
services for this they go to the Vodafone company as they
deliver the branded services as per the customer desires,
preferences and needs.

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Price- The Vodafone Company adopts the
pricing strategy to capture a wider market for
this they adopts the competitive pricing
strategy for the purpose of beat the competitor.
They structure its pricing as per the various
needs of a customers in which they a minis
plans and Jumbo postpaid and prepaid plans.
The rate of internet such 2G and 3G are made
available doubled in the target market.

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Promotion- To reach with the high
customers the Vodafone used frequently
promote their banking services through
the famous Olympian named “ Marry
Kom” that is a global brand ambassador. It
also used promote through famous sports
stars such as Michael Schumacher and
David Beckham etc.

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Place- Vodafone Company are frequently
enhance their services that are recently
deliver the 3G services which are based
upon the new GSM technology. For this
they sold their services through shops
and customer care centers Thus, they
offer their products by the retailers that
are independent.

4.2 Difference in marketing products or services to
business rather than consumers for Vodafone UK
Business to Business
 Vodafone UK Company adopts the market
research techniques
 The market survey carry out in the B2B
markets with the smaller population as there
company are difference in the size.
 B2B market are more complex due to which
tangled decisions are taken by the Vodafone
UK Company.

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Business to Consumer
 Vodafone UK Company adopts the consumer
market research in the markets in different
manner.
 In the Vodafone UK in the consumer market
has a target potential consumers for which
they adopts the quantitative methods. On the
other hand, they also used qualitative
techniques for the purpose of understanding
the consumer motivations and perception.

4.3 Difference of international marketing
from domestic marketing
Domestic marketing
 Domestic marketing is that in which the
company's products or services are traded in
home country.
 The good or service of a company are
offering only home country that are limited
at a smaller area due to which the
interference of a government is less.

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 International marketing is that in which the
Company deliver a product or services across
boarders in which they deliver across several
countries all over the world.
 In the international marketing their products or
services in both local as well as foreign markets due
to which the interference of government is high as
compared to domestic market.
 It increase risk high as the change in the rules and
regulation of a country are fluctuating continuously
that affects the Vodafone company at higher rate.

REFERENCES
Kotler, P and Armstrong, G., 2010. Principles of marketing. pearson education.
Sheth, J.N and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on
the future. Routledge.
French, J., 2010. Social marketing and public health: Theory and practice. Oxford
University Press.
Henley, N., Raffin, S and Caemmerer, B., 2011. The application of marketing principles to
a social marketing campaign. Marketing Intelligence & Planning. 29(7). pp.697-706.
Parker, S and et.al., 2011. Formative assessment using social marketing principles to
identify health and nutrition perspectives of Native American women living within the
Chickasaw Nation boundaries in Oklahoma. Journal of nutrition education and
behavior. 43(1). pp.55-62.