Marketing Management: Vodafone's Marketing Mix and Recommendations

This report offers an in-depth analysis of Vodafone's marketing strategies, focusing on the application of the marketing mix. It begins with an overview of Vodafone, a major telecommunications brand, and its global operations, highlighting its competitive landscape and innovative approaches. The report then delves into the seven Ps of the marketing mix—product, price, place, promotion, physical evidence, process, and people—to evaluate Vodafone's current strategies and identify areas for improvement. For each element, the report provides a detailed examination of Vodafone's approach, offering recommendations for enhancing its marketing efforts, such as providing customer-centric tariff plans, expanding distribution channels, and leveraging promotional tools effectively. The analysis also emphasizes the importance of customer service and employee motivation in driving success. Overall, the report aims to provide a comprehensive understanding of Vodafone's marketing strategies and offer actionable insights to achieve a positive shift in business activities and maintain a competitive advantage in the telecommunications industry.

MARKETING
MANGEMENT

Table of Contents
4: New marketing mix actions to achieve gaps between Vodafone present marketing strategy
and external environment.......................................................................................................1

4: New marketing mix actions to achieve gaps between Vodafone present marketing strategy and
external environment
Vodafone is one of the world’s largest telecommunication brand whose headquarter is in
United Kingdom. The company has a huge staff around the globe which is more than one lack
employee and they enjoy huge customer base which is approximately one hundred and fifty
million. It has its operation in more than thirty countries worldwide. Despite the tough
competition or huge number of competitor Vodafone is doing well in the respected sector. They
always try to explore new opportunity and do well there. To get the competitive advantage they
try to bring innovation in the market, the innovation is in relate a new service which is never
experienced so that the customer can get more engaged to it. It is also listed in the New York
stock exchange which helps them to gain recognition.
Although the marketing followed by Vodafone is effective but they can alter on some of
its marketing strategies. The motive of marketing mix analysis is to evaluate marketing strategies
of Vodafone. Further, the positive shift in business activity is conduct by company can be
achieved via seven P’s of marketing mix that is product, price, place, promotion, physical
evidence, process and people. Therefore, these seven P’s of marketing mix is discussed below:
Product: The product offered by the company is mainly prepaid, post-paid and value
added services. It offers various services in field of communication some of them are voice and
messaging services, internet services etc. The company initially offered services related to
calling and texting only but with the evolution in the market they also switched towards data
services. Vodafone tries to target various segments throughout the world so that they can get a
handsome margin out of it. Moreover, the company is doing well but to get the competitive
advantage in this competitive world they can try to provide tariff plans according the needs of
customer due to which it can be more customers centric. As with the era of digital customer rely
on internet so company can provide attractive offer that is free Amazon Prime subscription or
Netflex subscription.
Price: The competition in telecom market is cut throat and to survive in that type of
competition the company charge competitive prices from its public on that competitive [rice they
try to give qualitative services to public. Company has done the segmentation and pricing are
done accordingly. To get the competitive advantage the company can try to push more and more
services to its customer which can generate loyalty out of its customer.
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Place: Vodafone has a huge distribution channel across the global they provide the
assistance via customer service and company also have physical store around the world. Most of
its services are sold through customer care centre or retail store. With the strong range the
company has a huge positive in related to distribution channel. Although the company has huge
range but they should also look for untapped market and try to penetrate them by giving them
attractive offers and better services.
Promotion: One of the way to reach the customer is advertising, Vodafone use
promotional tool to reach the huge audience across the globe. The brand try to do aggressive
promotion via television, print media, online platforms, billboards etc so that they can reach their
prospective customer as fast as possible and give them a short but effective message. Moreover,
selected company try to involve public figures like David Beckhum, Marycom so that they can
get attention of public. Continuous press release by Vodafone has the customer to know about
the company by that they can shed their trust on the company. The reason of promotion to be the
most important tool is the advertisement of Zoo Zoo which created hype in the market resulting
in huge awareness about the company and its services. Therefore, company can focus on
promoting their brand on rural areas and they can promise them to provide the high quality
services at reasonable price.
Physical evident: Physical evidence of the respective company consists of sim cards
which they try to issue to each and every customer. Other than that their stores and service outlet
are the part of physical evidence. Digital television, set-top box are some other category that
comes under the physical evidence. Respected company should try to increase the range of its
physical evidence so that the customer can purchase more from the brand.
Process: Vodafone concentrate on its process as a part of service marketing mix as it is
known that telecommunication is a service oriented industry, so it is very important for the
process to be effective as well as efficient. The main focus is to provide customer varieties in top
ups and good network quality. A proper customer service is also a part of efficient process which
company takes care of due to which they can connect with their customer and give them a
pleasant experience. Moreover, providing sim cards all over the world is also the part of process.
Company can reduce the gap by improving their quality of service so that the customer of
company can get satisfies and to do the same a proper process needs to be laid down and
followed.
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People: The Company has always focused on their customer and for them their customer
is the highest priority. If taking about stats they serve around four hundred million subscriber
across one sixty countries. Selected company have huge workforce that is more than one lack
employee across the world. Further, company focuses on motivating and training their employee
so that they can give qualitative service to their customer resulting in relationship development.
The main believe of the organisation is that customer and employee are the two major pillar to
get success. Additionally, to cover the gap respective company can give premium services to the
customer at reasonable rates as well as continuous recognition to its employee when they deserve
it.
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