Marketing Strategy of Vodafone – Vodafone Marketing Strategy: With more than 470 million customers around the world in mobile telephony, over 13 million users in fixed broadband, and 10 million cable TV. Vodafone connects people all over the world and makes communications across various media convenient and safe.
Through the years, Vodafone has expanded its business beyond being just a mobile telephony provider to becoming a major player in the communications services that includes broadband services internet of things cloud services, and mobile telephone.
Vodafone At A Glance – Marketing Strategy of Vodafone
Company: Vodafone Group Plc
CEO: Nick Read
Founder: Gerry Whent | Ernest Harrison
Year founded: 17 July 1984, Newbury, United Kingdom
Headquarters: Berkshire, United Kingdom
Annual Revenue: Euro€43.81 billion
Profit | Net income: Euro€5.1 billion
Number of employees: 13,520
Products & Services: Fixed telephony | Mobile telephony | Broadband | Digital television | Internet television | IPTV | IoT
Competitors: Liberty Global | Telstra | Orange | Tata Communications | Telefonica | Nippon Telegraph | Telephone Corporation | AT&T | Deutsche | Telekom | BT | TataTeleservice | MTNL | Reliance Comm. | Airtel | Verizon
Vodafone Fun Facts: Vodafone also carried the first ever text message. It was Richard Jarvis of Vodafone who received the inaugural SMS, sent on Christmas Eve 1992 from one of his test engineers – 22 year old Neil Papworth. The message read: “Happy Christmas”.
Marketing Strategy of Vodafone
Vodafone’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Vodafone? Let us discuss.
Segmentation, Targeting, Positioning – Vodafone Marketing Strategy
Vodafone employs a variety of segmentation strategies to differentiate its offerings on mobile services including enterprise services, broadband, and services. It makes use of demographical, geographical as well as psychological segments
Vodafone is targeted at different segments of societies through its various products. This is why it employs a targeted and selective targeted approach.
Vodafone through its Zoo-zoos advertising campaign has succeeded in generating high-profile recognition among communication service companies all over the world. It makes use of values-based strategy for positioning strategies.
Vodafone Mission Statement
“Creating opportunities every day with the help of communication”
Vodafone Vision Statement
“To improve people’s livelihood and quality of life by delivering connectivity and innovative services to them”
“Power to you”.
Competitive Advantage – Marketing Strategy of Vodafone
Enterprise Services: Although the majority of their total revenues of 41 billion euros (2016 annual report 31 Dec) is derived from retail customers, the enterprise solutions provided by the company that has a 28% of its revenue share is the primary growth engine in their portfolio of business range.
The stronghold in The European market: With 66 percent of the revenue generated by the European market Vodafone continues to keep its vast presence in the market by serving 87 percent of the market using 4G and providing 50% of total data traffic through 4G networks.
Innovative products: Its various products and services, such as Vodafone Portrait, Vodacom, M-Pesa, Vodafone One, and Vodafone Speechmark, have helped the company stay ahead of its rivals in its respective markets.
BCG Matrix – Vodafone Marketing Strategy
Vodafone is a business-focused company that offers such as mobile telephony and fixed-line services. Mobile telephony is the most prominent business vertical on the BCG matrix and Fixed-line services are not a priority within the BCG matrix because of the presence of other businesses in the market.
Distribution Strategy – Marketing Strategy of NIVEA
It is present throughout Europe, Asia Pacific, and the Middle East where the Asia Pacific and Africa are the fastest-growing regions of Vodafone which account for 32% of its total revenue. It has agreements for partnerships that have local cell phone operators across 58 countries and is operated via a joint partnership with associates or joint ventures within the mobile network’s markets across 26 countries.
Vodafone connects with its customers through various channels like stores, Vodafone exclusive stores, distribution partners as well as third-party retailers, and via the internet. Presently, there are over 16000 Vodafone exclusive stores that are branded by Vodafone around the world.
Brand equity – Vodafone Marketing Strategy
If it’s the zoo-zoos advertising or the M-Pesa campaign on the African market, these crucial steps and products have assisted the company to create an environment that is high TOMA (Top of Mind Awareness) and raising ARPU (average revenue per user) and pulling customers on the market.
According to Forbes listing of brands worldwide, Vodafone has been ranked 395 of the 2000 brands that have a total market value of 87.3 billion.
Competitive Analysis – Vodafone Marketing Strategy
The telecom industry is highly very competitive, with a large number of mobile phone and TV cable as well as fixed-line companies competing in the interrelated market. Vodafone has differentiated its offerings from the other major telecom providers by offering a variety of high-quality infrastructure for networks and converged services (mobile telephone, fixed-line broadband, and cable TV) which has helped in capturing a large percentage of the money of its customers.
Market Analysis – Marketing Strategy of Vodafone
Different market forces like the high cost of infrastructure as well as price wars in the market with the highest competition, saturated mobile telephony, and regulatory regulations impact the companies that operate in the industry. Regulations by the government, such as the latest Vodafone and Hutch deal, which was penalized with a fine by the Indian government for tax evasion
Customer Analysis – Vodafone Marketing Strategy
Customers of the Vodafone group include retailers in addition to third-party resellers as well as corporate firms. 92% of clients of Vodafone include individuals or families, while the remaining 8% are businesses.
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