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Let us start the Vodafone Marketing Mix: These are the product strategy in Vodafone marketing mix. Vodafone has products in various genres of communication such as, Vodafone branded phones, Smartphone, Voice and messaging services, Handsets, Internet services, Value added services.
The core use of the Vodafone service was initially for texting and calling. But then use of data has evolved to be of great use.
Vodafone targets various segments through various tariff plans. To make usage of data facility easier and compatible, Vodafone smartphones were launched.
Vodafone prices its products competitively in order to beat its competitors. Vodafone has ensured loyalty by providing high quality services and strong range.
Its marketing mix pricing strategy is done differently for every segment that it targets based on various needs that each price can cater to.
Based on the quality of service such as high speed, bandwidth, the price of the service is decided. Vodafone prices its products in line with the competitors in order to beat the competition.
Vodafone tries to deliver better services using its core competencies at the same price as that of the competitors. Its prices are according to quality of the services. The prices of Vodafone products are targeted at various segments thereby cater to the segment depending upon the satisfaction they would receive from the service at that price.
They have a large number of Vodafone stores across the country. With strong network, and strong range Vodafone is able to have strong distribution network across the country.
Vodafone is one of the leading global telecom brands and focuses on advertising. The promotional strategy in the marketing mix of Vodafone is to aggressively promote the products of the brand through TV, print, online, billboards etc.
The brand is promoted through local sports stars like Mary Kom and also sports stars like David Beckham, Michael Schumacher, etc. The brand value of Vodafone is increased by associating the brand with such sports stars.
Bill Boards, TV commercials and other social media platforms are the majority ways of promoting Vodafone. Frequent press releases of Vodafone to keep its customers informed also help the company reach out the customers more frequently.
Marketing researches are also carried out to determine how well the services of Vodafone are perceived and used. Out of all the marketing mix strategies, promotion is the strongest point of Vodafone because of Vodafone ZooZoos.
These ambassadors are recognized across the world. Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Vodafone. Vodafone has always ensured that its customers are of the highest priority.Figure 3: Examples of Vodafone Physical Evidences (Sources: Maxim Kozlenko, Horemu & CREA International) Attractive Offers – mobile and mobile accessories offers, advanced international call programs for selected countries, etc.
Vodafone Foundation – Vodafone Foundation has donated more than 22 million AUD since its establishment in Physical Evidence: As far as the physical evidence of Vodafone is concerned, it is their Sim cards which are issued to every customer.
Apart from that recharge vouchers, stores, service outlets, digital TV services etc all are a part of the physical evidence of the brand. Buyers’ expectations, perceptions and satisfaction on physical evidence mix of cellular services marketing 68 Table 1: Market shares of Indian majors in cellular services (year ).
The Service Marketing Mix involves Product, Price, Place, Promotion, People, Process and Physical Evidence.
Firms marketing a service need to get each of these elements correct. The marketing mix for a service has additional elements because the characteristics of a service are different to the characteristics of a product. Physical Evidence/Packaging.
This refers to the way your product, service, and everything about your company, appears from the outside. Decisions need to be made about the size, shape, color, material, UPC bar code, and label of the packaging. As far as the physical evidence of Vodafone is concerned, it is their Sim cards which are issued to every customer.
Apart from that recharge vouchers, stores, service outlets, digital TV services etc all are a part of the physical evidence of the brand.