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Marketing analysis of Vodafone BUS 260c

Marketing analysis of Vodafone BUS 260c. Team: Seydi Abdishev Mihael Atanasov. 2. Outline. 2.1 A general introduction of the company - SWOT analysis - Products & services - Major competitors - Distribution channels. 2.2 The marketing strategy of Vodafone :

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Marketing analysis of Vodafone BUS 260c

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  1. Marketing analysis of Vodafone BUS 260c Team: SeydiAbdishev MihaelAtanasov WFA/ISA - Global Advertiser Conference

  2. 2. Outline 2.1 A general introduction of the company - SWOT analysis - Products & services - Major competitors - Distribution channels • 2.2 The marketing strategy of Vodafone: • -Major target markets • - Major product decisions • - Major price decisions 2.3 Integrated marketing communications plan • - TV and radio • - Print • - Social Media • - Mobile • - Events 2

  3. 3. Introduction 3.1 The company ………….Vodafone is a British multinational telecommunications company stationed in London. It was founded in 1991 and is now the world's second-largest mobile telecommunications company measured by both subscribers and revenues (in each case behind China Mobile), and had 439 million subscribers as of December 2012.Vodafone owns and operates networks in over 30 countries and has partner networks in over 40 additional countries.

  4. The name Vodafone comes from Voice data fone, chosen by the company to “Reflect The Provision Of Voice And Data Services Over Mobile Phones.“

  5. 3.2 Vodafone Products & Services The product and services of Vodafone may be primarily divided into the following categories: • VOICE • MESSAGING • DATA • FIXED LINE • HANDSET • VODAFONE MOBILE CONNECTS. These services can again be categorized into two segments o the basis of realization of the price from the customer. • PREPAID • POSTPAID Telephone line that travels through metal wire or optical fiber

  6. Marketing strategies of Vodafone Vodafone has given birth to the Zoozoo: a special character created specifically to convey a value added service (VAS) offering in each of the newly released commercials.

  7. 3.3 Vodafone’s distribution channel Vodafone’s products and services are available directly, via Vodafone stores and country specific Vodafone websites, and indirectly via third party service providers, independent dealers, distributors and Retailers, to both consumer and business customers in the majority of markets under the Vodafone brand. Indirect distribution occurs through primary sales – sales to distributors & retailerst Direct distribution happens through secondary sales – sales to the final consumer

  8. 4.1 Major competitors 1.1 Competitor 1.2 World coverage map 1.3 Number of subscribers 740 million 186 Million

  9. 4.2 Major competitors 1.1 Competitor 1.2 World presence map 1.3 Number of subscribers 118.2 million 107.9 million

  10. How did we gather our information Detailed history synopsis 2. Its mission statement 3. Annual financial reports 4. Sustainability report 5. Strategies for growth and development 6.Letter from the chairman 7. Some trivia on the variety of goods & service offered

  11. We also used the official Facebook page of Vodafone, its official Youtube channel, and Financial Times website

  12. 5.1 SWOT analysis This occurs when a company has a financial loss on an investment during a specific period of time 5.1.2 Internal factors

  13. 5.1 SWOT analysis 5.1.2 External factors • Opportunities Diversification  Use of advanced technology New markets • Threats  [*] Highly competitive market  [*] Still lags behind major competitors in the US [*] Extremely high penetration rates in key European markets [*] European Union regulation on cross-border cell phone usage by customers  [*] Expansion and Europe concentration vulnerable to EU recessionary situation Diversification is a corporate strategy to increase sales volume from new products and new markets.

  14. 6.Targeting • Targeting * Vodafone is adopting a multi segment approach. It offers a series of differentiated products to their respective markets. • Vodafone segments its target users by: Income Age Service usage Nature of customer Gender Geographical condition What is the average household income or power of the customers How long has the customer been regularly purchasing products Are more female or males using a certain service or product grouped regionally, nationally or globally

  15. 6.1 Vodafone business / consumer, prepaid / postpaid target markets

  16. 6.2 Vodafone geographic target markets

  17. 6.3 Age segmentation

  18. 6.1 Targeting Age: Vodafone segments its end users by segmenting them into “youth” and “adults”. It further categorizes these as college going kids, those that have just entered the corporate world and older adults.  Service Usage: Vodafone segments its target consumers /users by the kind of service they are looking for. They offer a variety of VAS and some users use Vodafone for these services.  Nature of Customer-Corporate or individual: Vodafone segments its consumers by the nature of the customer, whether they are individual / sole users or whether they work in corporate and are looking to get a corporate connection.  Geographic: Vodafone segments its markets in geographic divisions. Europe, Asia, Africa, Middle East, Asia Pacific.

  19. 7. Products The company’s products with many different features provide customers with opportunities to: • Chat • Play games • Send and receive pictures • Change ring tones • Receive information about travel and sporting events • Obtain billing information • View video clips and send video messages In February 2010, Vodafone launched world's cheapest mobile phone known as Vodafone 150, will sell for below $15 (£10) and is aimed at the developing world.

  20. 7.1 Special products • The Vodafone innovative umbrella has solar panels that generate electric current. • It has a charging USB facility for your mobile • It has a signal boosting antenna for you to use in case your coverage is not strong enough.

  21. 8. Services • High-speed internet Vodafone offers high-speed mobile internet to its customers so that they can have “the freedom to email and browse the web wherever there’s a Vodafone signal, to check their email while they relax on the beach, update Facebook without leaving their comfy chair or catch up on their favorite TV shows on the bus.” • Voice and messaging • Vodafone offers 3G and 4G mobile services to its customers - 3G telecommunication networks support services that provide an informationtransfer rate of at least 200 kbit/s. • A 4G system provides mobile ultra-broadband internet access, for example to laptops with USB wireless modems, to smartphones, and to other mobile devices.

  22. http://www.youtube.com/watch?v=fMYkAHLVdk8

  23. 7.1 Positioning • Vodafone tries to position itself as a reliable customer-oriented company that innovates and delivers on customers’ total communication needs. • Vodafone’s brand positioning is: ”Vodafone helps people enjoy richer communication, anywhere, anytime. Always reliable, always easy, always great value…. Passionately delivered.” • Wherever you go, our network follows. • Happy to help.

  24. 7.2 Positioning 7.2.1 Wherever you go our network follows 7.2.2 Happy to help

  25. 9.1 Pricing Vodafone wants to make its services accessible to as many people as possible: from the young, through apprentices and high powered business executives, to the more mature users. It offers various pricing structures to suit different customer groups Monthly price plans are available as well as prepay options. Phone users can top up their phone online. Vodafone gives NECTAR reward points for every 1 euro spent on calls or texting

  26. 9.2 Vodafone pricing in Europe

  27. 10.Distribution • The distribution Model basically comprises of three entities: • A distributor who is given a territory to service. 2. A Distributor FOS (“Feet on Street” on payroll of the distributor) who is appointed by the distributor to service a particular area of his overall territory. 3. A Retailer who is an entity who purchases stock from the distributors and sells it to the end consumer

  28. 11. TV and radio Communications · Vodafone works with popular icons such as Zoozoos and Pug to communicate its brand value. · The UK TV campaign to promote Vodafone live!· David Beckham as innovative, creative and exciting- an image Vodafone pursues (‘’Send it like Beckham’’)· Led to increased sales· Vodafone Radio channels

  29. 11.1 The ZooZoos ZooZoos are advertisement characters promoted by Vodafone. Although these characters look animated, they are actually humans in ZooZoocostumes. The ads were created by Ogilvy & Mather, the agency handling Vodafone advertisements.There are more than 200 pages on ZooZoos having over 250 000 fans, growing daily.

  30. 12. Print · Vodafone actively develops good relations by sending press releases to national newspapers and magazines to explain new products and idea.· David Beckham’s image on in-store posters, billboards, in the company’s magazines and catalogues and in leaflets mailed to customers.

  31. 13.1 Social Media Facebook The Vodafone Egypt Facebook page · 4,532,972 likes  Vodafone ZoozoosFacebook page · 16,113,765 likes · 190,809 talking about this Twitter The most followed Vodafone pages on twitter: · Vodafone India, · Vodafone UK · Vodafone Egypt Every country, in which Vodafone operates, has its own activeFacebook page and Twitter account.

  32. 13.1 Social Media www.vodafone.comInformation about careers, investors, history, latest news, strategy and company behavior Vodafone UK YouTube profile · 12 214subscribers · 24 247 812views

  33. · Imagine having the chance to spend a year helping your favorite charity, now imagine you could do that and still get paid.· The Vodafone Foundation has supported 38 Australians, funding over $2.8 million in salaries.· Social media helped to recruit participants in the program. 13.3 Social Media

  34. 14. Mobile · Partnership with advertising specialists in individual nine markets· WAP (Wireless Application Protocol) banners on mobile sites· Customized communication services· Supplies data management equipment · Voice, messaging, data and fixed lineservices · Vodafone Email Plus, Windows MobileEmail from Vodafone and BlackBerry from Vodafone applications provide service to small and big companies.

  35. 15. Events Vodafone Events Centre is multi-purpose event center located in Manukau City, New Zealand, with an indoor arena, theater and meeting halls. It hosts community, cultural and sports events, concerts and plays, exhibits, trade shows and expos, meetings, weddings, etc.

  36. Effectiveness of marketing communications • Development and delivery of effective promotions, BTL materials, targeted advertising campaigns • Development of the communications business strategy and roadmap of activities from TTL, BTL, sales material and events • Develops key businessthemes and messages to communicate• Develops strategy for all business campaigns including fixed services• The integrated marketing communications increased Vodafone’s customer base considerably  • The key elements of Vodafone's ZooZoos campaign present Vodafone's communication strategies

  37. Analysis of the marketing behavior

  38. • 1985 Vodafone made the UK's first mobile call at a few minutes past midnight on January 1st 1985. Within fifteen years, the network was the largest company in Europe and the largest of its kind anywhere in the world. By the turn of the century, almost every second UK citizen had a mobile – and a third of them were connected to Vodafone. • 1994 Vodafone joins the global star consortium to develop and launch a low earth orbiting satellite-mobile phone service. • 2001 Vodafone introduces instant messaging to its networks.Vodafone makes the world’s first 3g roaming call between Spain and Japan Interesting facts

  39. Any Questions ?

  40. Conclusions

  41. Bibliography http://forum.vodafone.co.uk/t5/Other-manufacturers-and-OS/BQ-mobile-Internet-settings/td-p/1695046 http://www.slideshare.net/surabhi786/vodafone-essar-marketing-analysis http://www.youtube.com/watch?v=fMYkAHLVdk8 http://www.vodafone.com/content/index.html http://www.studymode.com/essays/Vodafone-Stp-Analysis-964818.html http://www.studymode.com/essays/Brand-Positioning-Airtel-And-Vodafone-451672.html http://www.scribd.com/doc/49489451/final-ppt-vodafone http://www.facebook.com/vodafoneUK http://www.youtube.com/vodafonehttp://www.vodafone.com/content/index/careers/graduates/about-the-programme.htmlhttp://www.slideshare.net/pranita.jain24/vodafone-marketing-mix http://www.vodafone.com/content/annualreport/annual_report08/downloads/vodafone_ar_business.pdf http://en.wikipedia.org/wiki/Vodafone#Mobile_money_transfer_services

  42. THANKYOU!

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