Vodafone UK: Marketing Mix, Segmentation, and Global Strategy

This report provides a detailed analysis of Vodafone UK's marketing mix and segmentation strategies, focusing on demographic and behavioral approaches. It outlines the marketing mix elements (product, price, place, promotion) for each segmentation type, highlighting the use of penetration pricin...Read More

TASK 4

Plan of marketing mix in two
different segments
There are two types of segments can be develop within
Vodafone UK to make marketing plan such as demographic
and behavioural segmentation. They are as follows:
Demographic segmentation
Behavioural segmentation

Demographic segmentation
In this way, Vodafone UK consist following marketing mix:Marketing mix Marketing planning
Product Vodafone UK, analysis market that assist to understand need
and requirement of different age group of people. Hereafter,
they can launch product within the market.
Price With the help of penetration pricing strategy, Vodafone UK
attracts different types of people who belongs to different
income group at workplace. Hence, products and services are
made according to income group of people.
Place New product will be distributed in various parts of UK market
such as physical and online stores, etc.
Promotion In order to promote the products and services, the chosen firm
can use advertisement, sales promotion and personal selling.

Behavioural segmentation
Marketing mix Marketing planning
Product For implement new services that is open online
account of the business for using Vodafone apps
that need to assess their youth generation people.
Price In this type of segmentation, the chosen firm can
also use penetration pricing strategy which assist
to attract more people within the business
environment.
Place Within the cited firm, products and services
Promotion Similarity, in this segmentation advertisement,
sales promotion and personal selling is used to
promote the products and services.

Difference in marketing of products and
services of business than consumer
In order to demonstrate differences in marketing of products and
services in B2B and B2C of Vodafone UK, following elements can
be considered:
Purpose: Various mobile Businesses purchasing products from
Vodafone to sell it as reseller. Thus, their purpose is to resell the
product and services. On the other hand, in B2C customer are
directly purchase products and services for their own purpose.
Pricing: The chosen business provides comparative low price as per
charges on customer due to purchasing in large quantity. Thus,
they face low price for purchasing product and services. However,
At high price customer are purchasing product because only few
units are purchase by them.
Use: In rare cases, resellers are using products for their personal
use. On the other hand, customer are purchasing products for
their own purposes.

CONTINUE...
Purchasing process: In mobile business, generally
purchasing process is very hard to produce effective
results. Beside this, purchasing process is quite easy to
use products and services for personal use of customer.
Example: Purchasing bulk of sim card by businesses and
only one sim card is purchasing by customer.

Differences in domestic and
international marketing
In order to assess differences in international and domestic
marketing, following elements are included:
Place: International marketing is working with outside the country
boundaries. However, Domestic marketing is operates
operations only within the boundaries.
Capital: In international marketing, there are high capital
investment requires perform various functions and operations in
outside the boundaries. On the other hand, in domestic type of
marketing, Vodafone UK require very less amount to perform
functions and operations in domestic market.

CONTINUE...
Documentation: In international business, there are several
documentations needed that assist to promote the
business results and outcomes in successful manner.
On the other hand, there are fewer documentations
requires as compare to international marketing.
Commercialization: In international marketing, high
commercialization with various resources are required in
international boundaries. In domestic market, there are
few commercialization resources are needed that assist
to develop results in same place of market.

REFERENCES
von der Heidt, T., 2015. Concept maps for assessing
change in learning: a study of undergraduate business
students in first-year marketing in China. Assessment &
Evaluation in Higher Education. 40(2). pp.286-308.
Wearing, S. L. and Schweinsberg, S., 2016. Marketing
national parks for sustainable tourism. Channel View
Publications.
Westwood, J., 2016. How to write a marketing plan. Kogan
Page Publishers.

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