Marketing Management: Vodafone NZ Digital Marketing Campaign Plan

This report provides an analysis of Vodafone New Zealand's existing online and offline marketing strategies, highlighting issues related to their digital marketing tools, such as lack of real-time response and extensive promotional investments. It proposes a new digital marketing campaign focused on reducing costs, enhancing ROI, and improving effectiveness through targeted customer segmentation based on demographic variables like age and gender. The recommended campaign includes specific service packs, automation, and a detailed customer communication process. The report outlines a communication strategy, budget allocation, evaluation process, media schedule, and integration with offline marketing efforts, concluding with recommendations for Vodafone to optimize their marketing approach. Desklib offers additional resources for students seeking similar marketing case studies and solutions.

Running head: MARKETING MANAGEMENT
Marketing management
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Table of Contents
Introduction......................................................................................................................................2
Market research...............................................................................................................................3
Existing marketing strategies implemented by Vodafone New Zealand.........................................4
Online strategies..........................................................................................................................4
Offline strategies..........................................................................................................................5
Critical evaluation............................................................................................................................5
Targeted customer segment of Vodafone New Zealand..............................................................5
Issues related to digital marketing tools used by Vodafone New Zealand..................................6
Recommended digital marketing campaign....................................................................................7
Target customer segments...........................................................................................................8
Analysis of the issues...................................................................................................................9
Customer communication process.............................................................................................10
Recommended communication strategy....................................................................................11
Budget........................................................................................................................................12
Evaluation process.....................................................................................................................13
Media schedule..........................................................................................................................13
Offline integration.....................................................................................................................14
Recommendations..........................................................................................................................14
Conclusion.....................................................................................................................................15

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Reference.......................................................................................................................................16

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Introduction
Marketing and promotional effectiveness are an important determinant for the
contemporary business organizations. This is due to the reason that effective promotional
strategies will help the companies to stay ahead in the highly competitive business scenario
prevailing in the present time. However, on the other hand, the rapid development of the business
factors is also changing the promotional approaches for the companies and is causing challenges
for the organizations to cope up with the change (Fry, 2014). In this case, it is important to have
flexible and updated promotional campaign to stay ahead in the competition. In the New Zealand
market, telecom sector is one of the most competitive and saturated sectors with the presence of
number of global players. One of these brands is Vodafone, which is having their subsidiary in
New Zealand. Vodafone first started their operations in New Zealand in 1998 by taking over
BellSouth NZ. Currently, they are the leading mobile network provider in the country with
having market leadership position. It is also identified that almost all the regions of the country
are being covered by them. Vodafone New Zealand is having more than 2.3 million customers
across the country. As of 2012, Vodafone is having 47 percent market share in New Zealand
(Ahmed, Ting & Johl, 2015).
This report will discuss about the existing online and offline marketing and promotional
strategies of Vodafone being followed in New Zealand. In addition, the issues with their existing
strategies will also be discussed in this report. On the base of these, a new and effective
promotional plan will be discussed in this report to have the better adherence to the current
market situation.

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Market research
There are different markets strategies including both offline and online strategies are
being initiated by the different players in this sector. Major competitors for Vodafone in the New
Zealand market are Telecom NZ and Two Degrees. Each of them is having unique and
distinctive marketing approaches. One of the most common modes of marketing by the telecom
entities is involving the traditional media such as print and television. This is due to the reason
that prints and television media is still having the maximum market penetration with the current
onslaught of online mediums (Danaher & Dagger, 2013). However, with the increase in the
trends for online media, spending on the promotional activities for the telecom entities is getting
increased. In the current time, spending on the online mediums is at par to the traditional
mediums and thus the average marketing expenditure for the telecom brands got increased.
It is identified that among the online mediums, social media is the most widely used
mediums. This is due to the fact that New Zealand is the highest rate of social media usage in the
world. This denotes that companies initiating social media marketing will have the huge market
reach. On the other hand, this should also be noted that initiation of the social media is also
helping the telecom companies in generating positive word of mouth. This is due to the reason
that social media marketing is enabling the organizations to initiate two way communications
with the potential customers (Zhurkina, Ukhanova & Nikishin, 2015). Another popular form of
promotional strategy is celebrity endorsements. There are number of promotional campaign of
the telecom brands being endorsed by the celebrities. This is mainly helping them to leverage on
the identity and goodwill of the celebrities to reach out to the targeted customers. Thus, it can be
concluded that in the current scenario, telecom organizations are involving different and diverse
mediums in covering the larger customer sections.

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Existing marketing strategies implemented by Vodafone New Zealand
Vodafone has been able to develop a customer base of more than 470 million in various
parts of the world and has been able to develop a position in the telecommunications based
industry. The organization has diversified the business operations in different parts of the world
with the help of proper marketing strategies that have been implemented in an effective manner.
Developing a competitive advantage has been the most important part of the marketing strategies
that have been implemented by Vodafone in New Zealand (Ansari &Riasi, 2016). The strategy
based on distribution is also an important part of the marketing activities that have been
performed by Vodafone.
Online strategies
The online strategies of Vodafone have played a major role in the ways by which the
organization is able to develop the position of its brand. The new logo and slogan of Vodafone
are based on the introduction of new technologies in its operations. The new slogan that has been
developed by Vodafone in the year is “The Future is Exciting. Ready?”. The digital technologies
that are being promoted by Vodafone with the help of its different social media based platforms
are based on the ways by which lifestyle of customers can be changed (Dwivedi, Kapoor &
Chen, 2015). The changes have been implemented in Vodafone in the year 2017 and are aimed at
influencing the lives of customers in a huge manner. The positioning of the brand of Vodafone
has also changed with respect to the emphasis that has been provided to the services that have
been provided by the company. The organization has developed a position based on the changes
that have taken place in the service types from mobile technologies to all types of general
technologies (Prnewswire.com., 2019).

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Another major digital strategy that has been developed by Vodafone New Zealand is
based on the partnership that has been formed by the company with IBM. The vision that has
been set by the organization is Digital Vodafone 2021. The main aim behind the strategy is
related to increasing the levels of customer engagement by the year 2021. The company aims at
embracing the new technologies in order to continue its successful operations in the industry.
The inquiries of the customers will also be solved with the help of different technologies which
have been used by the organization(Prnewswire.com., 2019).
Offline strategies
The major offline platforms that have been used by Vodafone in order to increase
awareness of its services and products among the customers mainly include, TV commercials,
newspaper based advertisements and the commercials of movie theatres. The organization has
also sponsored many sporting based events in the New Zealand, which can be considered to be a
major offline marketing strategy that is able to attract the consumers in an effective manner. The
organization also uses banners in order to advertise or promote the products that are offered to
the consumers (Key &Czaplewski, 2017).
Critical evaluation
Targeted customer segment of Vodafone New Zealand
Vodafone has mainly aimed at using the understanding levels of customers in order to
deliver value and relevance and to communicate in an effective manner with households or
individuals. The relationship that is being developed by Vodafone can be considered to be deeper
and longer. The customer measurement that is being used by Vodafone in order to measure their
satisfaction levels is “customer delight”. The consumers of Vodafone are classified as the

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contract or prepaid customers. The prepaid customers pay for the services in advanced and are
not bound to any contracts (Stead & Hastings, 2018).
On the other hand, the contract based customers pay after they have used the services.
The organization forms a contract with them based on the charges that will be levied for the
services which have already been consumed. Vodafone also provides its services to the business
enterprise based consumers. The group aims at managing the relationship that has been
developed with the corporate customers in order to provide them with the best level of services.
Vodafone has further aimed at increasing its portfolio with the help of implementation of
different innovative solutions in the services that are offered (Vodafone.com, 2019).
Issues related to digital marketing tools used by Vodafone New Zealand
Lack of real time response in social media platforms –The social media platforms that are being
used by Vodafone New Zealand have not been able to provide real time based response to the
customers. The real time responses are able to affect the ways by which an organization is able to
maintain a long term based relationship with the consumers. The lack of fast response provided
by Vodafone on the social media platforms like, Twitter, Facebook have an impact on the levels
of customer satisfaction that has been generated by the company in an effective manner (Zhu &
Chen, 2015). The digitization of processes has not been able to provide major advantages to the
organization due to absence of proper collaboration with the consumers.
Extensive investments made on promotions –Vodafone has made huge levels of investment in
the promotional activities. Advertising has proved to be a major part of the strategies that have
been implemented by Vodafone in New Zealand and in different parts of the world as well. The
corporate strategy of Vodafone New Zealand has also included different advertisement and

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promotion based activities that have been performed. The dynamic nature and growth potential
of the brand is however affected in a negative manner by the extensive levels of investments that
are being made by the company for endorsements (Vodafone.com., 2019). The return that is
however received from the development of different advertisements is not up to the mark and
Vodafone has failed to retain the customers. Although Vodafone is the largest
telecommunications based organization in New Zealand, the extreme investments which have
been made by the organization have affected the revenues and levels of profitability as
well(Vodafone.com., 2019).
Recommended digital marketing campaign
In the above section, there are number of issues being identified in respect to the
marketing approaches of Vodafone. In view to these issues, it is concluded that return on
investments from the extensive marketing activities is less for them. Thus, the objectives of the
recommended digital marketing plan will be to reduce the cost of marketing and enhance the
probability of positive return along with increase the effectiveness of them among the target
customer segments (Watrobski, Jankowski & Ziemba, 2016). It is identified that currently, they
are having number of services being offered to the customers in New Zealand but it is
recommended that they should have more specific services for specific customer segments,
which will ensure better customer management. Moreover, it is also recommended that
automation should be initiated in extensive manner in order to reduce the cost in the process and
reducing the probability of human error. Accordingly the following sections will discuss about
each of the important and required elements with this recommended campaign plan.

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Target customer segments
As discuss in the above section, Vodafone should have specific products for different
customer segments according to the differences in their requirements. Thus, customer segments
will be selected on the basis of various variables.
Demographic
segments
 It is recommended that in terms of age groups, customers
between the age of 18 and 30 should be offered with service
packs based on internet. These packs will be more focused on
providing high speed internet and online gaming and streaming
facilities as these groups are fond of high speed internet. In
addition, service packs with more talk time and messaging
facilities will be offered to the customers aged between 30 and
50.
 In terms of the gender, both males and females will be targeted
with the same service packs as there no differences between the
usages pattern between males and females.
 In terms of the income level, customers across different groups
will be targeted by introducing service packs in different price
points. Moreover, this will also increase the service diversity and
can also target the customers based on their requirements.
However, the pricing will be such that higher service packs will
be more value for money.
Geographic segments  It is recommended that Vodafone should target the tier II and III
regions of New Zealand with their new service packs. This is due

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to the reason that tier I cities are already saturated and more
potentialities will be found in the rural areas. Offering
competitive services will serve the interest for Vodafone in the
long term.
Behavioral segments  Loyal customers will be majorly targeted due to the reason that
they will be the continuous sources of revenue.
 Moreover, the customers with heavy usage preferences will also
be targeted due to the reason that the service packs will be more
applicable for the heavy usages.
Analysis of the issues
The analysis of the current marketing activities of Vodafone identifies that they have
limited presence in the online mediums than in the offline mediums. This is due to the fact that
social media presence for Vodafone in New Zealand is limited and they have negligible presence
in the popular sites such as Facebook. It is identified that posts of Vodafone in facebook
generates lower interests among the users and this is denoting that their current policies are not
effective in maintaining the customer relationships (Jiang, Luo & Kulemeka, 2016). Thus, the
involvement of the customers in the recommended marketing campaign will be increased and it
will be made more customers oriented. One of the major ways of reducing the cost of customer
relationship management and ensuring more effectiveness is automation. This is due to the fact
that if the customers can have their queries solved in less time, then their level of satisfaction will
get increased. This will further help Vodafone to ensure better return from their marketing
campaign. However, these proposed activities will be successful only when the customer

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awareness will be more (Straker & Wrigley, 2016). This is due to the fact that the more will be
the customer awareness about the new service packs and automated customer service; the more
will be their interest in availing them.
Customer communication process
Customer communication process should be made effective in order to have the better
reach among the target customer segments and more awareness in the market. a few steps will be
discussed, which will help Vodafone to have the better process of communicating with the
customers.
The first step will involve promoting the newly launched services among the customers
by involving different mediums. This is important due to the reason that the more extensive will
be the use of mediums in promoting the new services, the more they will gain awareness in the
market (Blazevic et al., 2013). It should be noted that advertisements should involved different
mediums to have larger reach among the customers.
The next step involves targeting different segments with different service packs. This
should be done by initiating market focus strategy. By initiating the market focus strategy,
Vodafone will be able to determine the different needs and requirements and offer the services
accordingly (Finne & Gronroos, 2017). This should be noted that if the services can meet the
requirements of the target customers effectively, then the effectiveness of the entire campaign
will get enhanced.
This step will involve complementation of the automation with the new service packs.
This is due to the fact that the interests being created among the potential customers from the
promotional activities can be converted in sales only if the automation can help in providing