Company Introduction
Vodafone the world’s leading variety services communication base company, they have coverage to all the basic services required in the world of telecommunication like voice calls, internet services, text messaging, MMS and video messaging plus all the other data services. Company has the considerable existence in Europe, the Middle East, Africa, Asia Pacific and the United States of America throughout the company’s subordinate actions, combined, connected activities and financing. The name Vodafone arrives from the voice Datafone, selected by the company to reproduce the prerequisite of voice and data services over the cellular phones.
Mission Statement
“The Vodafone mission is to be the communications leader in an increasingly connected world enriching customers lives, helping individuals, businesses and communities are more connected by delivering their total communication needs.”
Statement of the Marketing Goal
Company’s strategy is to focus the customer and lead the product; the company is repeatedly developing the new brands and services which exploit the latest technological progress, though the customers are becoming more and more stylish with the use of modern cellular services. They do demand for new and regularly looking for worth through the product development. Vodafone must nourish the support in their financial strategy. In UK, the cell phones market has touched mellowness in very short period of time, mainly with youths.
Staying as a leading border, company is continuously trying to give their customers value added services and provide new offers, plan and packages. It seems like very soon in the UK, there might be very few new customers available. Now the only thing is to provide better services with reasonable charges to the existing customers the reason is that they are becoming more stylish and more demanding at the same time.
SWOT Analysis
Strengths
• Expanded environmental collection with strong cellular and telecommunications business in the Europe, Middle East, Africa Asia Pacific and somehow to the US.
• A group of strong Network transportation.
• Strong presence in rising markets like India.
• Strong in Cities
Weaknesses
• A Negative revisit on chattels (ROA) under the execute and strong competitors like AT&T, BT Group, Deutsche Telecom.
• The American business is not as strong as the European/having a break of the world operations of 80% of their business is producing in Europe.
• Does not have Network in the countryside.
Opportunities
• Should rely on decreasing cost and increase Income.
• Most of the venture in Hutchison Essar in India.
• Needs to investigate and improvement of the new mobile technologies
• Good Tax free offers and plans.
Threats
• Very high competitive and strong market to face.
• Still insulate at the back of most of the competitors in the US.
• Very high incursion rates in the key European markets.
• European Union directive on cross-border usage of the cellular phones.
Targeted Market
The targeted market of Vodafone includes the youths who think strongly about which cell phone to buy. During their search for the most available variety of also suitable services and the best demand of cash, youth usually look at directory, search on internet and do look at what their friends have already. Selling to them is really hard though.
Who are competitors?
Worldwide opponent
• Orange
• T-Mobile International
• Telefonica02 Europe
Indian challengers
• Airtel
• Reliance
• BSNL
Marketing Objectives for the Project
The company’s strategy of business is to lead the product; they continuously trying to develop the new brands and services which exploit the newest technology progress.
Overall Objective
In order to click the market and hold the leadership Vodafone has build a bunch of marketing strategies. These are:
• To keep the existing customer.
• Increase diffusion of new data service (i.e. Vodafone live!)
• Bring new technologies and service (e.g. Vodafone live! and mobile internet)
• Keep on giving the best quality and bring improvement in the development of Vodafone.
• Try to get hold of more customers.
Strategic Objectives for Every Primary Objective
Strategically company’s is focusing over differentiation strategy as shown in the figure below.
Research and Development focused Marketing
One way to use the cell phones users’ individuality unit (µSIM) a card to which make it easier and confirm practical network and reach to business networks:
• Experimenting of new age group wireless technology that includes GSM development, HSPA development and 4G.
• New machine-to-machine Capacity allows transporting new services to customers.
• Near field communications (µNFC) label that add functionality to cell phones.
• A series of Trial product which improve the cell phone familiarity (voice, video, gesture and data) through make use of obscure calculate technology.[sky]
Marketing Mix
Product
Voice services
• The voice service facility brings up the biggest piece of the Group’s Income.
• 67% of the total income of the 2009-10 generated by the voice services.
• Convention ratio increased over to 25% in the year 2010.
• Income ratio increased by 4% in the year 2010.
Messaging services
• Facilitate the customer to send and receive the massages.
• Text messaging services includes multiple media such as sending picture, music, sound, and video service.
• Usage expansion of 30.9% in the year 2010
• Income growth of 6.6% in the year 2010.
Handsets
• Vodafone provides broad variety of cell phones covers the customer of all part and cost points and is available in a variety of intend.
• The business conformity with the leading companies like IRM, Samsung & Google allow them begins Samsung HI & M1 that support Vodafone 360 proposition & Google Nexus One.
• 66 new models been released in the 2010 economical year.
• 23 elite cell phones been released.
Price
Prices of the company were reliant of several and different phases which included, the Govt. of India tax burden on Vodafone raised big issues for the company. RIL buy I (Naman Shah, 2009). War of Government has also push the company to increase the rates for different brands.
Place
Placement of the product is on company y outlets and through retailers shelves.
Promotion
Vodafone’s exclusive selling proposal was their value-added services. The company continued to expand and promoted their services to meet the total needs of the consumers. Some of the latest packages offered in the year 2010 are follows:
• Vodafone 360 store
• Vodafone Email Plus
• Vodafone PC backup
• Music Download
Company view CSR not only an add-on’ but they make sure their combination in the central part of the business processes. Some of the CSR ideas been taken are as follows:
• The Vodafone base supports the group of people, civilization or culture in the countries where they can perform.
• Introducing the group of people kind phones to facilitate right of use to telecom sector in meager, countryside and below service areas.
• Low down E-WASTE by promoting reclaim & reprocess Mobile phones, and encouraging customers to keep the cell phones for long time.
• Introduce the solar chargers
• Low down the packages
• Encouragement of people and giving them the option of Electronic bills.
• Ecological intend of the cell phones.
Main strategies
1. Market Penetration
Vodafone’s market infiltration strategy is to
• Improve through geographic development
• Achievement in terms of new customers.
• Retaining the existing customers.
• Increase the usage through modernism in expertise.
2. Market Development
In retail market industry Etisalat is consider as a best sample specially in the market of telecommunication who keep in mind spread out strategies, and makes its market on regular bases and by improving its value in new market by producing new channel.
3.Diversification Strategy
Under the Supervision of Arun Sarin (CEO), Vodafone again successfully gain its position to oppose worldwide forces in future. In term of market sector who sells products and services, and geographically the strategies of diversification feature can be characterized in the form of text book.
In past it was only a telecom company while in the future it will be the company which can provide internet, mobile, broadband and financial services facilities. More over In OECD which is the developed market Vodafone have increase rising of market collection due to its presence in BRIC and it is continuing to take hold in the next eleven countries.
Monitoring and Control
In order to build the system going and working the company, the marketing strategies needs to be controlled properly, for this purpose company should follow some strategic tools which can control and supervise. In order to check, one of the important methods is obtain percent of the respected objective or goal. For knowing schedule of the company a mathematical form is to be allocated to the plan.
Budget
Every year in the board meeting of Vodafone its marketing plane are presented, approved and finalized.
References
Naman Shah, (2009), Thesis on “Critically analyze the customer preference and satisfaction measurement in Indian Telecom Industry” submitted at IIPM, Ahmadabad.
Vodafone. Official Webiste: www.vodafone.in Retrieved, 4th August, 2011
www.dot.gov.in Retrieved, 4th August, 2011
www.thehindubusinessline.com Retrieved, 4th August, 2011