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Vodafone is the Europe second largest telecom company here there is a presentation on Vodafone that how Vodafone use D.bekham as a brand icon and how Vodafone got success.
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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
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