Examining Vodafone's Branding Initiatives through Social Media

The case study examines Vodafone's strategic use of online platforms to engage customers and enhance brand awareness during the year 2017. With a substantial marketing budget allocated towards digital initiatives, Vodafone employed various campaigns across Facebook, YouTube, Instagram...Read More

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Role and responsibility of marketing function.......................................................................1
P2 Role and responsibility of marketing relate to Vodafone......................................................3
TASK 2 ...........................................................................................................................................6
P3 Comparison of Marketing mix of Vodafone and Virgin mobile to achieve objective .........6
P4 Marketing plan of Vodafone..................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is one of the important thing that is required to consider by every organisation.
This provides growth to business. This is a process through which corporate introduce new
product and services in market so that it can reach to potential buyer. Many marketing ways
available in present era that can be adopted by companies for promotion and advertisement of
their product. Most of the organisation generally adopt online channel in this regard because in
today's time, this is best medium to reach to people at large. Marketing essential covers target
market and target customers. In present report, there is study on marketing activities that are
performed by Vodafone. This is an umbrella that includes different characteristic as advertising,
public relation, promotion and sales. There are many competitor of Vodafone in market as EE,
02, Airtel, Reliance etc. but there is one thing that is common among them i.e. Marketing. These
business units adopt different marketing channels for enhancing value of its product and services
in market. Vodafone Limited is telecommunication service provider in UK and it is world's
second largest mobile phone company (Lin,2011).
TASK 1
P1 Role and responsibility of marketing function
Marketing: It is a social process through which people and organisation get what they need.
Organisation offers various product and services through different marketing channels and it is
coordination of different elements as-
Determination, selection and improvement of goods.
Identification of price.
Adoption of distribution channel.
Develop promotional and advertising strategies (Lane, 2014).
Different marketing techniques are adopted by cited company through which they create
value for customers and build effective relationship with consumer so that they can capture value
from them in return. The marketing strategy of Vodafone has focus on its customers and to
develop new product and services so that they can make best availability to its buyer.
Marketing process
There are different stages of marketing process that require to consider as:-
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Situation analysis: It is an analysis of external environment and to do internal analysis of
business. This covers past, present and future aspects that may affect organisation. It is required
for company to identify every factor that may affect future operation of business.
Marketing strategy: It is required to identify best opportunity to fulfil customer's need then
strategic plan is developed so that objectives can be achieved.
Marketing Mix Decisions: Tactical decisions are made so that objectives can be achieved.
Different decisions are taken by company related to Product development, pricing decision,
distribution channel and promotional activity (Kirby, 2012).
Implementation and control: It is required to have control mechanism so that such activities can
be under limitation.
Marketing is one of the important segment for business and it helps to enhance the
profitability of company. There are different channels that are adopted by Vodafone so that they
can target more and more people. Many developments are made by this company in their
services and they continuously bring different offers at minimal price for its users. There are
different marketing functions and its role and responsibility are explained as:-
Marketing Information Management (MIS): Organisation needs to know about the needs and
wants of its customers, competitor and marketing environment so there is need to develop a
system that help to data collection, stored, analysed and provide such information to marketer.
It is process of monitoring market, organise and analyse the output of data collection and to
develop marketing strategy for future actions (Joshi, 2014). It consists of different components as
User interface, application system, marketing database, system support etc. MIS is kind of
management information system that aids:-
To organise and analyse output of data collected.
To monitor market place.
To develop strategy for future.
Distribution (Channel management): This is essential part for organisation. It is important for
Vodafone to adopt effective distribution channel so that they can provide product to public in
effective way. This has essential role in marketing to avail the product and services at right time,
at right place. If demand of customers will not be addressed by company then it is possible that
they can move to other organisations. So it is required for this company to use effective channel
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of distribution so that services can be available at the time of need. Marketing helps to identify
different channels that can be used by business for delivery of product.
Product (Service management): It is important part of company that is used to provide services
to people so that their demands can be addressed. There are many ancillary services that are
required to provide by Vodafone to its customers when they face any issue in this regard.
Sometime, buyers face different problems related to product and services so it is important for
cited company to provide assistance to eliminate such factors (Jain, Ahuja and Medury, 2013).
This has key role in the success of organisation and it aids to attract people toward Vodafone.
Pricing: This is essential part where organisation require to make focus so that its services can
be accepted at large. It is required for Vodafone to consider pricing strategy as well as prices of
competitor's product and services so that Vodafone's services can be accepted by many people.
This is key part that helps to attract people. Marketing provides assistance to identify competitor
policy in this regard so that organisation can consider it for effective pricing of its product.
Promotion: There are many promotional activities that are adopted by Vodafone so that they can
enhance their market share. Online channels, organising seminar, Public hoarding are some of
the example that are adopted by company. This is important because it helps to grow profitability
of organisation because people can identify the services that are offered by company. It is widely
used by businesses to advertise their product so that they can provide information to users.
Selling: Marketing is effective channel that is used by companies to enhance its selling. It is
development opportunity that is available to organisation. Different marketing techniques are
used by business is that they identify the needs and wants of people. It helps the company to
make production as per needs and demands of user (Hoványi, 2013). This also helps to identify
future expectation of market from operations of company.
Financing: Finance is required at each stage of production. Marketing provides assistance to
company to identify requirement of money to complete manufacturing activities. This is
important for organisation to plan their operation and functions as per availability of funds so
that they can not face future problem. To identify budget of each level is essential so that future
expectation of business can be fulfilled.
P2 Role and responsibility of marketing relate to Vodafone
To achieve target of business, it is required to perform roles and responsibility. It is
required for manager and senior management team to execute marketing function in effective
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way so that they can attain growth of their business. Marketing play important role in Vodafone
because through this channel they can reach to large number of people. This aids to attract
customers toward the product and services of Vodafone (Harris, Schwartz and Brownell, 2010).
It helps to enhance number of user, profitability and productivity.
Many strategies are adopted by cited organisation to secure competitive advantage
through product strategy, creation of brand loyalty through complimentary products, maintain
brand image through premium pricing strategy, effective advertisement techniques etc. This
provides assistance to organisation to enhance their market share so that they can reach to many
people.
There are many organisational functions of cited company that are required to consult so
that such actions can not affect their operation. There is vital link among different sectors of
organisation so it is important to consult related department before adopting any technique of
marketing. Different organisational functions as finance, HR and IT. Many marketing techniques
are adopted by Vodafone so it is required to consult to related area so that it can not affect them
in negative manner. Marketing department of Vodafone has adopted to run campaign so that they
can increase their market area. When this step is adopted by company then it is required to
consult to finance and IT department because for organising such campaign, it is required to
expand money and they may also consult to IT department who can suggest different ways for
promotional activities.
Marketing gas impact over other department also. For organising programmes for
advertisement and promotion, additional man power is also required so it is important to consult
to HR department so that they can arrange such personnel. In present time, online marketing
channels are adopted by companies for advertisement (Dioko, 2016). Many technological
developments are available in present so it is required to consult to IT department who can
suggest different ways for marketing.
Companies operate in different functional areas as sales, marketing, ICT, Human
resources, finance, distribution, customers service, administration, R&D. These sectors are inter-
related to each other. When marketing strategy is adopted by company then it is important to
consult to other department so that future problem can not be created. Marketing is essential for
Vodafone so that they can communicate required information to people so that they can identify
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best service provider. This is also useful because comparison can be made among different
organisation who are providing similar services.
Roles and Responsibility of marketing are as follows:-
Market research- It is essential part of company. This aids the organisation identify best
opportunity that is available in market and to gain better understanding of consumer wants. It
provides assistance to business to identify strengthen and weakness of competitor so that they
can take effective actions to protect their operations (CuaReames and Chai, 2013). This is
important for this organisation to conduct research of market so that they can provide their
services according to demand of market. It is also required because through this, company can
identify the area of improvement.
Product development- This is important so that they can attract large number of customers
toward them and can satisfy their needs. Company operates with internal and external
development team so that they can develop new product or provide additional features with
exiting goods. Marketing helps to identify requirement with product of customers so that they
can enhance their service at large context.
Communication- Marketing department plan campaign and develop communication so that they
can promote its product and services to consumer. They can develop various ways for marketing
as advertising, e-mail marketing, promotional content for company website, product publication
as leaflet, brochures, news letter etc (Cohen and et. al., 2010). Communication technique is one
of the important way that is used by company so that they can collect complete information
regarding the market. Marketing channels are used by organisation so that they can provide
useful information to people so that more customers can be attracted toward them.
Sale support- Cooperation among sale and marketing department help to improve sales and also
enhance the business growth. Marketing also provides presentation with promotional material
to sales team and supplier so that they can provide better assistance to consumers. Vodafone
always tries to launch some additional features with their existing services so that sales volume
can be increased. There are many changes that are adopted with upgraded technology so that
effective assistance can be provided by Vodafone to its customers.
Market segmentation- This is essential part for organisation to enhance sales. In this, market is
divided into different parts according democratic, geographic area, behavioural segment. This is
effective way that is used by company to target specific group of people. It helps to identify
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desire of customer according to their area of segment. This is a method that is used to divide
market so that company can focus on needs and wants of their consumers. Through this way firm
can directly target to buyer.
TASK 2
P3 Comparison of Marketing mix of Vodafone and Virgin mobile to achieve objective
Vodafone is consider as one of the largest global telecommunication brand which provide
lots of facility to their users. Their tariff plans have normal range through which many customers
not even in UK but at global level prefer Vodafone as one of a best network which provide
quality services (Clow and James, 2013). Their working operation is all over in 31 countries of
world and presently they listed in New york stock exchange through which they gain a global
recognition. Hence, management of Vodafone is using a particular form of marketing strategy
through which their business is getting expand day after day. In this context, below is a
presentation of marketing mix of Vodafone and Virgin mobile. They both have large range of
users and providing quality services. Hence a valid comparison between both these organisation
marketing strategy is as follow:1. Product: Cited firm offer a wide range of product which are their plans like voice,
message etc. Core functionality of a company is providing voice services and call
services to their clients. Several other range of products which are provided by them are
internet services, smartphones etc. All these are serving a satisfactory and superior
quality of services. Thus, their product are not so different but have high quality.2. Price: Although, price of a product is an essential tool which aid in making half of work
of success. If values are nominal in nature then it leads to attract most customers. Hence,
an organisation have to use attractive pricing strategy. Hence, Vodafone have to provide
a value based plan for both prepaid and post paid customers which is normal and leads to
satisfied most users (Chamorro-Mera, Miranda and Rubio, 2014).3. Place: Vodafone is largest telecom service provider after Airtel in world. Prices of share
are getting high and thus it leads to create a special position at market. By serving
innovative quality services to their users, this create a special place at high competitive
market scenario. Thus, this increase the number of chances in making success of a firm.
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Hence, they are opening their stores and outlets one after one country,. It leads to create a
presence of Vodafone at this keen market world.4. Promotion: Half reason behind increase sales of any product is promotion. If an
organisation is using appropriate promoting strategy then it leads to maximise their sales
and generate more revenue. Vodafone is using various number of famous personalities
for promoting their business as well as provide sponsorship to many games through
which they promote their operation of working at global level.5. Process: In any telecom industry their speed of server and working process plays a
crucial role. In this context, they have to use their data of providing services and analyse
all complaints in an effective manner and sort them on priority basis (Caporaso and et.
al., 2010). This help them in providing a brand loyalty and trust.6. Physical evidence: As in according to service provider company, they have to make their
presence feel by providing quality number of services and plans to their users. Their
reports are used as in their physical evidence.
7. People: Being a high level of service sector industry, Vodafone needs a proper level of
interaction with their users. For this first they have to manage their resources through
which their satisfaction level get attain. Also, they have to provide proper training to their
employees through which customers support services get improved. They focus more on
such countries people who use their network more and more.
Hence, this is a marketing mix of Vodafone which use all of 7 P'S in achieving their
targets whereas on the other hand Virgin mobile is still using 4 P's of marketing which might
affect their working operation (Braslow, 2015).1. Product: It is a good or thing which is offered by an organisation to their users. It helps
in creating a physical existence of a firm in keen competitive market world. Virgin
mobile offer variety number of things to their customers in which they serve internet
facility, smart phones etc. to target number of consumers. But their number of product are
low as compared to provided by Vodafone. Hence , this signifies that their profit
generating capacity is less in comparison with Vodafone.2. Price: Price is consider as an essential element from which any product get famous and a
company become able to earn more and more revenue. Hence, Virgin mobile offer
variety range of products at various price. But as compared to Vodafone, their rates are
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relatively cheap. Thus, this factor help them in earn more profit but their quality of
services are inappropriate which is not good at all. But still Vodafone is consider as one
of a largest telecommunication company in world.3. Place: Place is a specific position which a company manage in whole world. Virgin
mobile business expansion is not so much and thus their presence at global level is not so
high relatively compared to Vodafone. Their existence is getting decline after day per
day. This factor related to be as one of a major drawback for cited company. Hence, their
market share rates are also not so high and thus it might create to face them some
financial issues in their long term (Beatty and Samuelson, 2014).
4. Promotion: One of essential thing from which any entity can expand their business and
can reach to target market is promotion. There are various number of things for
promoting a product at global level. In this context, various number of methods get utilise
like advertisement, personal selling etc. Virgin mobile have to use either one of a best
suited approach for making and creating a brand image at global level. Vodafone is using
more aggressive approach of promotion as compared to their most competitive
organisation. Hence, promotion is also consider as one of a drawback for company
because their method of advertisement is less aggressive than Vodafone.
P4 Marketing plan of Vodafone
Introduction of company-
Vodafone is one of the world's largest company in telecommunication sector that has
over 65000 employees working in present and over 130 million of customers. They business in
many countries all over the world. This is public limited company and listed in London and New
York stock exchange (Banerjee, 2013).
The brand value of company is continuously growing through rolling its identity in new
markets. It is important for this company to maintain the trust of people toward their operation
fro healthy growth. To enhance its global recognition, this company hires leading sport
personality from high profile global sports as David Beckham and Michael Schumacher.
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Objective-
To attain its target, this company has decided to work in few steps so that they can make
focus on each stage. This step is basically taken to get the feedback from market so that solution
can be made for the same (Baker and Saren, 2016).
 The main objective of Vodafone is to find out the behaviour of consumer toward their
product and services that are available in market.
 To maintain the quality of product.
 Effective pricing of product and services.
 To increase wireless technology that covers GSM development, HSPA development and
4G. Bring new technology (Vodafone live and mobile internet)
Mission statement-
Vodafone has mission to be communication leader in world enriching customers lives,
help to people, businesses and to connect with society by providing fulfil their communication
needs.
SWOT analysis-
Strength: Expanded environment and business in
Europe, Middle East, Africa Asia Pacific.
Strong network transportation.
Presence to expand business in many countries
(Baines, Fill and Page, 2013).
Strong in cities.
Weakness: Negative Revisit on Chattels (ROA) under
strong competitor like AT&T, BT Group.
UK telecommunication business is not strong
as other countries.
Not have network in countryside.
Opportunity: Believe on cost reduction and increase in
income.
To investigate and improve new technologies.
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Tax free offers.
Threats: To face high competition in market.
High Incursion rate in market.
Cross border usage of cellular phones.
Competitor of Vodafone-
The competitor of Vodafone are orange, T-mobile International and Telefonica02 Europe.
Analysis-
The survey was made in different area of UK so that response of user can be attained. This helps
to get best result of area of improvements (Babin and Zikmund, 2015).
Analysis of survey:
 Around 52% people communicated that they go for network coverage.
 18% people said that they want low price rate than others, not network coverage.
 5% were for good presentation. 25% said that they prefer international brand Vodafone
Strategies-
1. Market penetration: This strategy of Vodafone is-
 To make improvement through geographic development.
 To achieve new customers.
 To retain existing consumer for long.
 To enhance the usage of its product and services through modernism in expertise.
2. Market development: The key strategy of this company is to develop market so that they
can provide better services to its customers (Al-Hasan, Thomas and Mansour, 2016). This
is made by focusing on regular improvements and by improving its value in new marker
through launching of new product with additional features.
3. Diversification of strategy: Under the supervision of CEO of Vodafone, this company
gain effective position in market. Diversification strategy is taken place to make
necessary improvements in their business. In past time, it was only telecom organisation
but in future, they will provide many other facilities as internet, mobile, broadband and
financial services. They have increased its market collection due to presence of BRIC.
Pricing-
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This is important element that is required to cover fro any global business. This company
has launched new voice roaming tariff that can be used by domestic and international users.
Remaining package is also developed by this company that is simple, predictable, capped and
available across 10 European markets (Aad and et. al., 2012).
Monitoring and Control-
To build the effective system and to make necessary improvement, this is required for
this company to establish control over its marketing strategies. For this reason, they have to
follow strategic tools to control and supervise such activities. To Check, there is one of the
important way that can be used by Vodafone i.e. percent of respected objective and goal.
Mathematical form can be used to know schedule of organisation.
Segmentation, Targeting and Positioning (STP)-
STP consists of three stage process i.e. segmentation (identification of different gropu of
customers), Targeting (Selection of segment to serve), Positioning (Implementation of image on
chosen segment).
Segmentation: this is important step that is required to consider by Vodafone. In this stage, total
market is divided in different parts according to geographical area, demographic and behavioural
way. It helps the company to target their customers so that they can provide better services top
them.
Targeting: This depends on different factors as-
 how effective existing segment served by other organisation.
 How large is the segment.
 Strength of company to appeal to one group of customers.
Mexican market is served effectively but Vodafone can get the market by providing equal and
better services.
Positioning: It covers implementation of target (Aaboud and et. al., 2017).
 Product (Premium and basic)
 Price (Premium, low price and value)
 Distribution (intensive, selective and exclusive)
 Promotion (Prestige, fun and powerful)
Vodafone has reliable service to its customers at low cost. This company can capture large
portion of market and its consumer intimate the changes that are required to made by company.
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Budget
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Initial money 30000 9400 12500 5800 8800
Investment 20600 17500 24200 21200
Total 30000 30000 30000 30000 30000
Marketing
expenditures
Advertisement 8000 9000 8000 6000 9000
sales promotion 2000 1000 2000 4000 4000
Direct marketing 4000 1700 2800 2500 1800
digital marketing 3000 900 4000 5000 3000
Social media 2000 3000 3000 900 4000
printing 600 900 400 1000 550
Events 1000 1000 4000 1800 2000
Total 20600 17500 24200 21200 24350
Available balance 9400 12500 5800 8800 5650
CONCLUSION
As per above discussion it can be concluded that Vodafone offers various services to
market and this company is world's second largest company in telecommunication industry.
There are many competitor of this organisation in market. It is important for this company to
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make focus ion every segment of market so that they cam offer effective services to its users.
Marketing campaign is adopted by cited organisation so that they can target large number of
people. This is essential for them to communicate with other functional department before
adopting any marketing techniques. When marketing campaign is adopted by Vodafone then it is
required to consult to Finance, IT, HR department so that their operation can not be affected in
future. There are many strategy that can be adopted to provide better product and services to its
user.
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Marketing plan for Vodafone. 2017. [Online] Available
through<https://www.scribd.com/doc/36246400/Marketing-Plan-for-Vodafone>.
[Accessed on 28th June 2017].
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