321

MEMBERSMALIK UMAIR MEHMOODMINAL MUZAMMILSUMAIRA MUNSIFASMA SHAFIQ

~OUTLINE ~

• Background• Features• Why David

Beckahm? • Marketing mix • Campaign• conclusion• Questions

BACKGROUND Global telecommunications

company Headquartered in London, United

Kingdom. On 1 January1984, Racal Telecom

was demerged from Racal Electronics.

20% of Racal Telecom Plc capital was offered to the public in October 1988.

An independent company in September 1991

Name as Vodafone Group Plc 1991 we enabled the world’s first

international mobile roaming call In 2002, with Vodafone Live!

Features371 million customers around the world Seventh most valuable brand in world 30 countries and partner with networks in over 40 more. Share images and videos Great value in their fixed line and broadband services too. New, innovative ways to help our business customers Operate extends beyond the products and servicesnetwork of 27 country foundations Always committed to deliver useful and inspiring innovation. Vodafone Money Transfer Our most affordable ultra low cost handset yet. We’re a brand that loves change Never rest and find new ways that help people communicate. Driven to empower people Empowers you in business. We mean when we say ‘power to you’.

England football captain Recognised as an international sportsman of the highest orderInstantly recognised across global marketsMore than a footballerCaring family manPassionate personvery positive image Admired by a broad range of consumers Fashion iconCharming personalityAttractive

Who is

HE ????

Why only Beckham ???• An overall image that attract

Vodafone to him• As he appeals to many females

because of his lifestyle and fashion icon.

• Beckham image appeals to much wider section of society

• This suits Vodafone to appeal different sections of society

• Beckham lifestyle ;that Vodafone also project for itself.

• He is innovative, passionate, creative and exciting in field that what Vodafone aspires to.

• Beckham the family man : Caring and empathic and that is Vodafone want the people to understand the values and to be most caring about others what people need and want

• Beckham seen to be dependable , and Vodafone want to communicate the same image.

• Synergy is clear

MARKETING MIX:

4 Ps Product Price place Promotion

Marketing mix The right product sold at the right price in the right place using the most suitable promotion.

To create the right marketing mix, businesses have to meet the following

conditions:

The right features The price must be right. Produce a healthy profit. Goods must be in the right place at the right

time. The target group needs costs over a larger output.

Product Vodafone provide many feature to customer with opportunity to chat, play games send & receive pictures ,music , ring

tone, info about travel, billing & sporting event.

Place Vodafone UK operates over

300 of its own stores. It also sells through independent

retailers. Customers are able to see and

handle products they are considering buying.

Customers needs are matched with the right product and to explain the different options available.

Price 

Wants to make its services accessible to as many people as possible  Pay Vodafone as you go call charges

It offers various pricing structures to suit different customer groups.

 

Promotion Vodafone works with

icons such as David Beckham to

communicate its brand values.

Above line Advertising on TV, on

billboards, in magazines and in other media outlets and spreads the brand image and the message very effectively.

Our Vodafone promotions

ladies on the National

Pouching Championships,

that is more advertise on

twitter.

Promotion through Media

Vodafone launched new avatar of zoo zoo, an egg-headed zoo zoo superman via print.

Vodafone has always been innovative to

attract users;

Online Promotion

Face book fan page

New Avatar of zoo zoo for the promotion of matches.

CAMPAIGN

• Need of a customer

• Validity of a customer

• Personality of campaigner

• Evaluation of a campaign

• Vodafone live! Campaign• Campaign show Beckahm

doing daily things • demonstrating what Vodafone

actually want to do • TV campaign : a huge success• Media covered it so widely• Many newspaper covered

Beckham sponsorship deal• “Send it like Beckham” slogan • Beckahm images also serve as

customer’s communication

MARKET RESEARCH

• Campaign justify the time, money and effort.

• Vodafone asked their customers in different sections and sectors

• “recall” in the market• Posters and practices • Campaign also help

for “brand migration”• Success in local

markets • Global brand in the

place of local one.

• In high competitive market • Beckahm as Vodafone icon• Partnership• Beckahm campaign• Reinforce values• Beckham is something like of

phenomena• Important advantage in highly

competitive market place• Having a high profile• An admired by customers

having star

Questions

What makes the Vodafone brand unique?

How does it differentiate from competitors in the same market(s)

D. Beckham

Vodafone’s products and services

“values you & power to you”

Vodafone works with icons such as D.

Beckham to communicate brand values

The most famous sports icon

Beckham seems to be dependable and what Vodafone aspires to be

Beckham lifestyle ;that Vodafone also project for itself.

Most attractive personality specially in Europe

Describe Vodafone’s brand values

Most valuable brand and ranks seventh in the world

The top brands globally are China Mobile, Vodafone, Verizon, AT&T and T-Mobile

Vodafone has a brand value of £22 billion,

with T-Mobile at $16.8 billion and Orange at $15.4 billion.

Telephonic which is sitting on the biggest brand asset base

May other celebrities such as Angelina Jolie, Naomi

Campbell, Mel Gibson (or others) be as well appropriate to communicate these values

In the Start Vodafone is in Europe

Other celebrities are not specifically from Europe

Angelina Julie is actress from America, Naomi Campbell is a model of Britain and Mel Gibson is also an actor from America

Vodafone wants to make its services accessible to as many

customers as possible. Describe how elements of the marketing mix are adapted to satisfy the needs of the many different groups

of customers

PriceVodafone fix low rates which makes customer satisfying in purchasing Vodafone

Place: Europe

Promotion :Vodafone with D. Beckham to communicates its brand value

A key point in Vodafone’s success is to build and strengthen customer

relationships. How is this carried out

Vodafone outline the produce range to meet goals.

Vodafone adapt such strategies to attract customers so that they can maximize there use.

Vodafone launches magazine for employees, detailing products, people and sponsorship