Presentation Transcript

1. Marketing analysis of Vodafone BUS 260c Team: SeydiAbdishev MihailAtanasov 11/06/2013 WFA/ISA - Global Advertiser Conference
2. 2. Outline 2.1 A general introduction of the company - History of the company - 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. 4.1 Major competitors 1.1 Competitor 1.2 World coverage map 1.3 Number of subscribers 740 million 186 Million
8. 4.2 Major competitors 1.1 Competitor 1.2 World presence map 1.3 Number of subscribers 118.2 million 107.9 million
9. 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
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.Statement of 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. They are offering a series of differentiated products to their respective markets. Vodafone segments its target users by: Income Age Service usage Nature of customer Life of the service Geographical condition
15. 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.
16. 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.
17. 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.
18. 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 information transfer 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.
19. http://www.youtube.com/watch?v=fMYkAHLVdk8
20. 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.
21. 7.2 Positioning 7.2.1 Wherever you go our network follows 7.2.2 Happy to help
22. 10.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
23. 9.2 Vodafone pricing in Europe
24. 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
25. THANKYOU
26. 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/vodafone
27. Any Questions ?