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The Strategic marketing management of Vodafone


Strategy is long term likely to achieve the target and targets of any company by utilization different resources in the various environment to fulfil the market need and stakeholder satisfaction.

Vodafone's strategy:

Vodafone's strategy is the fact to provide satisfaction to the client by the use of advanced technology and product led to the it is purpose the business is continually growing services.

Marketing strategy:

Marketing strategy performs a vital role in the introduction of corporate strategy which has directly worried to fulfil customers demand and wants and efficiently interacting with their requirements. Online marketing strategy is also help full in the development of business.


Vodafone's marketing strategy:

Vodafone's marketing target in the united kingdom is to keep market control on earnings per customer, network quality and client satisfaction. Vodafone's strategy is customer centered and product led for this function the business is continually developing services and services which utilize the advance technologies. For example, teenagers think hard about which cellular phone to buy for this purpose they go wide range search for only best services with cost effective of money. It is very difficult to sell them. To keep market command, Vodafone has generated a set of marketing aims.

Keep the prevailing customers.

Increase infiltration of new data service (i. e. Vodafone live!)

Introduce new technology and best services (e. g. Vodafone live! and mobile internet)

Continue to grow the Vodafone brand

Attain clients.

Vodafone is attaining these targets by continually updating the variety of cell phones and services offered to keep ahead of its challengers. Also, Vodafone's distinctive 'How are you? & live!' advertising is helping to improve the brand image and saliency to all or any mobile users.

Vodafone's at micro and macro level:

Vodafone is the one of the first choice in the international mobile communication market with over 200 million customers all around the worldwide 25 different countries. To fulfil certain requirements of the stakeholders, Vodafone's invents brands and products by using the several technologies in the challenging competition of the present day market.

In 2005, in Kenya, Vodafone's did relationship with the safaricom which is the neighborhood telecommunication of the Kenya. Vodafone also have partnership with the united kingdom Team of international development and commercial lender of Africa by providing local banking service.

In start Vodafone seems that it's not about the new technology, it was about the new request of existing technology. At the first activity, Vodafone gained 1m from the financial deepening challenging fund. There will vary services available to M-PESA like making loan repayments, making repayments from authorised agent and also cash drawback as well.

Growth of telecommunication brings positive gain for wider market development. It does increase efficiency of trade at micro level, specifically in the rural areas. More steady economy is helpful to bring benefits for long term business of Vodafone.

Methods of marketing research:

Quantitative marketing research:

Quantitative method usually based on sampling. That sample data is believed level of accuracy and reliability, population or world that they are attracted.

It is grouped in the three communities:

Market measurements

Customer data or segmentation

Attitudinal data

Qualitative market research:

Qualitative market research is grouped in the next group:


Focus group

Depth interviewing

Projective interviewing techniques

Customer claims departments:

For the effective marketing strategy organization has to give give attention to the complaints departments which are more helpful to enhance the business. Through this group also came to learn either our company is following a right online marketing strategy.

Customer hotline:

Customer hotlines means through utilising the web and telephone. Over the organisation specific website customer can give feedback, do problems and a great many other option is there. This also a best way to know about the health of the effective online marketing strategy.

"Stock portfolio" is the Assortment of Products, Services, or Brands that exist for sale by the company".

"Stock portfolio MODEL" means a company's technique for allocating different firm resources between various models of business. Product profile is best example of profile model. In accumulating a product collection model a business can use different analytical methods and techniques including.

B. C. G. Boston Consulting Group-Analysis

Contribution Margin Analysis

GE Standard Electric. Multi Factorial Analysis

B. C. G. Research is a 1st method used in Brand marketing, Product management and Strategic management to help an organization decide what products to increase its product stock portfolio. Products rating includes in it regarding to their comparative Market Talk about and Market Expansion rate. The merchandise are then planed on the two dimensional map.

Products with high market show but with low expansion rate are referred to as "cash cows".

Products with high market show and high development rate are known as "stars".

Products with low market share and also with low progress rate in market are known as "dogs".

Products with low market show and high market expansion rate are known as "question grades" or "problem children".

BCG Matrix

BCG Matrix Each group shows a product or brand. The size of the group shows the value of the sales of that specific product. A "question mark" shows that product has the potential to become "star" in the future if it's developed. Balance profile is the best for any organization or business. There should be at least one "cash cow" which can make maximum income and results develop a number of "question mark". BCG Matrix with Cash Flows

BCG Matrix with Cash Flows, B. C. G. Evaluation was actually developed at the Boston Consulting Group by Bruce Henderson n the early 1970s.

G. E. Multi Factorial Research is 2nd method or technique found in brand marketing and product management to help an organization what forms of product(s) to add to its product portfolio. One sizing includes nine industry appeal methods and other comprises includes twelve inside business strength procedures.

Contribution Margin Research is a 3rd method or technique found in brand marketing and product management to help a business what types of product(s) to add to its product stock portfolio. Computations includes additional revenues, additional costs, effects on other products in the stock portfolio (referred to as cannibalization), and competitors' reactions.

Marketing Strategic alternatives:

Vodafone is one of famous corporation and big telecommunication company in the UK. There are three major group to which Vodafone provide the services that are private specific, small and large business and the business. Vodafone's strategy is to become a leader in the market. Vodafone care for the customer's needs, demand and want. Customer calls for new current products and seek added value new deals with the modern technology.

Marketing mix:

A long-term planning is helpful to make effective strategy that may take into the successful marketing strategy. Marketing combination includes four P's.






a product provide different facilities like to chat with others, play video games, exchange wedding ring tomes, sending and acquiring pictures, recording pictures and making video recording call, send up to date news about weather and reports as well and there are a great many other services as well. Vodafone give live information the every move or more at this point service as well.


Vodafone wants to extend their business up to they can to the youngsters, mature persons, professionals, professional people and to also to the senior citizen. Vodafone's have different price deal which is suitable to the every generation of customers and these different deals are added value which match the requirement of the customers. Vodafone offers monthly price plan program and also pay as you go deal. Vodafone has provided online top up facility as well. Vodafone also providing NECTER benefiting utilizing the text messages, mailing picture and a great many other things as well.


There will be more than three hundred stores in the UK which is effective for the customer for the simple ease of access. Vodafone also sell their mobile phones and also impartial to the other vendors like car mobile phone ware house. Customer will come to the stores and check out their favorite mobiles and offers which is fair for them. Because of easy accessibility, customers have the ability to see and cope with the products because they are purchasing the several products. In the several stores, there are well experienced customer support representatives will be required which explained each and every thing to the customers and also give information about the approaching new mobiles and the new deals. Through this way customer can be satisfy.


Vodafone have interconnection and communication with the famous icons like David Becham which increase its value. Best ways of campaigns which is adopted by the Vodafone is adverting on Television, billboards, magazines, marketing out let us and also on the internet which has helped effectively and promoted Vodafone successfully. This is known as above the range promotion.

Below the brand promotion is to provide different offer which do campaign of the business and also improve the on a yearly basis sales of the company utilizing the attracting sales posters inside the stores to buy. In the marketing mix, marketing promotions include Vodafone's stores, personnel and its different offer which increase its brand image. Vodafone's also have good public romance in the U. K utilizing the press release and up to dated articles and by using new source or advertising.

Marketing mix of the Vodafone is the ultimate way to explain about the various price offers which are reasonable foe everyone. Campaign of the Vodafone Company provides shape an effective strategy. Different products of the Vodafone are reliable because of their quality and brands. Vodafone stores are located on those place which customers can access easily during need.

www. icaew. com/index. cfm/. . . ga/. . . /Vodafone. . . /pdf

http://www. thetimes100. co. uk/downloads/vodafone/vodafone_9_full. pdf

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