Vodafone Group plc (LSE: VOD, NASDAQ: VOD) is a global telecommunications company headquartered in Newbury, United Kingdom. It is the world's largest mobile telecommunications company measured by revenues and the world's second-largest measured by subscribers (behind China Mobile), with around 332 million proportionate subscribers as at 30 September 2010.[2][3] It operates networks in over 30 countries and has partner networks in over 40 additional countries.[4] It owns 45% of Verizon Wireless, the largest mobile telecommunications company in the United States measured by subscribers.[5][6]

The name Vodafone comes from voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones".[7][non-primary source needed]

Its primary listing is on the London Stock Exchange and it is a constituent of the FTSE 100 Index. It had a market capitalisation of approximately £92 billion as of November 2010, making it the third largest company on the London Stock Exchange.[8] It has a secondary listing on NASDAQ.

In 1980, Sir Ernest Harrison OBE, chairman of Racal Electronics plc's, the UK's largest maker of military radio technology, agreed a deal with Lord Weinstock of General Electric Company plc to allow Racal to access some of GEC's tactical battlefield radio technology. Briefing the head of Racal's military radio division Gerry Whent to drive the company into commercial mobile radio, Whent visited GE's factory in Virginia, USA in 1980.[9]

In 1982, Racal's newly formed subsidiary Racal Strategic Radio Ltd under CEO Whent, won one of two UK cellular telephone network licences; the other going to British Telecom[10][11] The network, known as Racal Vodafone was 80% owned by Racal, Millicom with 15% and Hambros Technology Trust 5% respectively. Vodafone was launched on 1 January 1985.[12] Racal Strategic Radio was renamed Racal Telecommunications Group Limited in 1985.[11] On 29 December 1986, Racal Electronics bought out the minority shareholders of Vodafone for GB£110 million.[13]

• Marketing mix

Introduction
Vodafone is the biggest mobile phone business in the world. It uses marketing to promote its brand. This involves finding out what customers need and then making sure that the products on sale meet those needs.

The marketing mix
Vodafone looks to have a good marketing mix. This is a mix of the right product to buy in the right place at the right price and with good promotion.

• The right product. This means giving customers the features and benefits they want. Vodafone gives buyers features such as games, pictures, ring tones, information services, bills and even video.
• The right place. Vodafone operates over 300 stores and also sells through other outlets. It has expert staff in the stores to help buyers.
• The right price. Vodafone offers a number of price plans to suit all of its target groups. It also gives NECTAR reward points for every £1 spent.
• Good promotion. This is divided into two parts:
o Above the line – this is advertising in a number of different ways such as TV and posters.
o Below the line – this includes less obvious advertising such as in-store displays and the way stores are branded. News about products and ideas is also sent to the press.

David Beckham
Vodafone has an image that it wants its customers to connect with. This is an image of being creative, exciting, up to date and full of new ideas. It also wants to appeal to as wide a market as it can. David Beckham has this image. He is seen as not just a football player, but also as a family man. He is also seen as a fashion icon who appeals to women. This makes him a perfect choice for the brand. The Beckham TV campaign shows him doing everyday things as well as demonstrating what the Vodafone live! service can do.

Market research
Market research is not only used to find out what customers want. It is also used to see if things like TV campaigns have been a success. It was found that people recalled the adverts and so the brand had become better known.

Brand migration
The brand is so strong that Vodafone uses it when it takes over other businesses. In Japan, the J-Phone company was initially re-branded as J-Phone Vodafone before moving to the single Vodafone brand last year. This is called brand migration.

Conclusion
Vodafone uses marketing to maintain and grow its brand. The Beckham campaign has been a huge success.
 
Vodafone Group plc (LSE: VOD, NASDAQ: VOD) is a global telecommunications company headquartered in Newbury, United Kingdom. It is the world's largest mobile telecommunications company measured by revenues and the world's second-largest measured by subscribers (behind China Mobile), with around 332 million proportionate subscribers as at 30 September 2010.[2][3] It operates networks in over 30 countries and has partner networks in over 40 additional countries.[4] It owns 45% of Verizon Wireless, the largest mobile telecommunications company in the United States measured by subscribers.[5][6]

The name Vodafone comes from voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones".[7][non-primary source needed]

Its primary listing is on the London Stock Exchange and it is a constituent of the FTSE 100 Index. It had a market capitalisation of approximately £92 billion as of November 2010, making it the third largest company on the London Stock Exchange.[8] It has a secondary listing on NASDAQ.

In 1980, Sir Ernest Harrison OBE, chairman of Racal Electronics plc's, the UK's largest maker of military radio technology, agreed a deal with Lord Weinstock of General Electric Company plc to allow Racal to access some of GEC's tactical battlefield radio technology. Briefing the head of Racal's military radio division Gerry Whent to drive the company into commercial mobile radio, Whent visited GE's factory in Virginia, USA in 1980.[9]

In 1982, Racal's newly formed subsidiary Racal Strategic Radio Ltd under CEO Whent, won one of two UK cellular telephone network licences; the other going to British Telecom[10][11] The network, known as Racal Vodafone was 80% owned by Racal, Millicom with 15% and Hambros Technology Trust 5% respectively. Vodafone was launched on 1 January 1985.[12] Racal Strategic Radio was renamed Racal Telecommunications Group Limited in 1985.[11] On 29 December 1986, Racal Electronics bought out the minority shareholders of Vodafone for GB£110 million.[13]

• Marketing mix

Introduction
Vodafone is the biggest mobile phone business in the world. It uses marketing to promote its brand. This involves finding out what customers need and then making sure that the products on sale meet those needs.

The marketing mix
Vodafone looks to have a good marketing mix. This is a mix of the right product to buy in the right place at the right price and with good promotion.

• The right product. This means giving customers the features and benefits they want. Vodafone gives buyers features such as games, pictures, ring tones, information services, bills and even video.
• The right place. Vodafone operates over 300 stores and also sells through other outlets. It has expert staff in the stores to help buyers.
• The right price. Vodafone offers a number of price plans to suit all of its target groups. It also gives NECTAR reward points for every £1 spent.
• Good promotion. This is divided into two parts:
o Above the line – this is advertising in a number of different ways such as TV and posters.
o Below the line – this includes less obvious advertising such as in-store displays and the way stores are branded. News about products and ideas is also sent to the press.

David Beckham
Vodafone has an image that it wants its customers to connect with. This is an image of being creative, exciting, up to date and full of new ideas. It also wants to appeal to as wide a market as it can. David Beckham has this image. He is seen as not just a football player, but also as a family man. He is also seen as a fashion icon who appeals to women. This makes him a perfect choice for the brand. The Beckham TV campaign shows him doing everyday things as well as demonstrating what the Vodafone live! service can do.

Market research
Market research is not only used to find out what customers want. It is also used to see if things like TV campaigns have been a success. It was found that people recalled the adverts and so the brand had become better known.

Brand migration
The brand is so strong that Vodafone uses it when it takes over other businesses. In Japan, the J-Phone company was initially re-branded as J-Phone Vodafone before moving to the single Vodafone brand last year. This is called brand migration.

Conclusion
Vodafone uses marketing to maintain and grow its brand. The Beckham campaign has been a huge success.

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