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Vodafone Group plc, telecom company

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Micky Lyf
Micky Lyf

Vodafone Group plc a British multinational telecommunications company, has its headquarters in London and with its registered office in Newbury, Berkshire.Among mobile operator groups globally, Vodafone ranked fifth by revenue and second (behind China Mobile) in the number of connections (435.9 million) as of 2014. Vodafone owns and operates networks in 26 countries and has partner networks in over 50 additional countries.Its Vodafone Global Enterprise division provides telecommunications and IT services to corporate clients in 150 countries. Vodafone has a primary listing on the London Stock Exchange and is a constituent of the FTSE 100 Index. It had a market capitalisation of approximately £89.1 billion as of 6 July 2012, the third-largest of any company listed on the London Stock Exchange.It has a secondary listing on NASDAQ.

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prgyaratan1@gmail.com +91- 9716225449 Strategic Brand Plan
Info about Vodafone  The name Vodafone comes from voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones  Vodafone Group is a British multinational telecommunications company headquartered in London  Vodafone' brand started in 1982 with the establishment of Racal Electronics plc – UK's largest maker of military radio technology.  It is the world's 3rd-largest mobile telecommunications company measured by both subscribers and revenues  It is a globally operating company, since Vodafone owns and operates networks in 21 countries and has partner networks in over 40 additional countries.  They have more than 92,812 employees worldwide
Mission & Vision Statement  MISSION We will be the communications leader in an increasingly connected world  VISION Our vision is to lead the industry in responding to public concerns regarding mobile phones, masts and health by demonstrating leading edge practices and encouraging others to follow. Does the company live up to this ??? YES  The Vodafone Mission has been consistent throughout its existence to be the world market leader in mobile communications by improving inter-connectivity in a rapidly expanding communication market. Established in 1984, the central strategy of Vodafone has always been business expansion, both internally and externally, by utilizing their vision to predict ground- breaking strategies.  The Foundation makes social investments that help the people of the world to have fuller lives.  Sharing the benefits of developments in mobile communications technology as widely as possible  Protecting the natural environment; and Supporting the local communities in which Vodafone's customers, employees, Investors and suppliers live.
SWOT Analysis  STRENGTHS • Globally renowned brand name • Great geographical exposure • Gained economies of scale due to its size • Highly innovative company • Integration of subsidiaries under Vodafone umbrella • High level of network infrastructure • Leading mobile company in the UK  WEAKNESSES • Mainly concentrated in Europe and Asia • Lost the 2nd position in UK to Orange & O2 partnership • Weak in fixed network area • Lack of rural network wireless access
 OPPORTUNITIES • Increase the 3G coverage • Scope in emerging markets • Reduce costs through efficiency – offer better prices • Diversification into new areas • Invest in R&D and innovate new offerings • Expand towards non-mobile services  THREATS • Market saturation in UK • Uncertainty of regulatory climate • Increasing usage of VOIP- Skype, Hangout, Whatsup, iMessage • Increasing competition-Virgin media, 02, Orange, SKY, BT
UK Mobile Operators' Market Share Source: Jeffries Investment Bank Vodafone is dwarfed by China Mobile, AT&
VODAFONE’S MARKETING MIX Product  A product with many different features provides customers with opportunities to chat, play games, send and receive pictures, change ring tones, receive information about travel and sporting events, obtain billing information ,view video clips and send video messages.  Vodafone live! provides on-the-move information services. Place  Vodafone UK operates over 300 of its own stores.  It also sells through independent retailers e.g. Carphone Warehouse.  Customers are able to see and handle products they are considering buying.  People are on hand to ensure customers’ needs are matched with the right product and to explain the different options available.
Price  Vodafone wants to make its services accessible to as many people as possible: from the young, through apprentices and high powered business executives, to the more mature users.  It offers various pricing structures to suit different customer groups.  Monthly price plans are available as well as prepay options. Phone users can top up their phone on line.  Vodafone UK gives NECTAR reward points for every £1 spent on calls, text messages, picture messages and ring tones. Promotion  Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively.  Stores have special offers, promotions and point of sale posters to attract those inside the stores to buy.  Vodafone’s stores, its products and its staff all project the brand image.  Vodafone actively develops good public relations by sending press releases to national newspapers and magazines to explain new products and ideas.
Marketing and Brand Objectives  Vodafone's marketing objective in the UK is to keep market leadership on revenue per customer, network quality and customer satisfaction.  Keep the existing customers.  Increase infiltration of new data service.  Introduce new technologies and best services (e.g. Vodafone live!)  Continue to expand the Vodafone brand.  Attain new customers.  Vodafone is achieving these objectives by continually updating the variety of phones and services offered to keep ahead of its competitors. Also, Vodafone's distinctive 'How are you? & live!' advertising is helping to improve the brand image and saliency to all mobile users.
Customer Segmentation, Positioning, Targeting....... •Mobile customers Range of mobile services enabling them to call, text, access the internet, stream music and watch videos wherever they are – at home, on the move or even abroad with our roaming services. •Fixed broadband customers Range of fixed services including voice, broadband and TV services to consumers and a wider range of services to enterprise customers, including Cloud and Hosting and IP-VPN.
 Traditional revenue sources – mobile voice and texts – have reached maturity in a number of markets. Therefore, to deliver future growth opportunities, VODAFONE are investing in newer revenue areas such as DATA. It is estimated that between 2014 and 2018 mobile data revenue will grow by 18%, compared to a 7% decline in voice revenue over the same period.  Convergence of fixed and mobile into unified communications.  Bundled mobile, fixed and TV services so that customers can use data services wherever they are and on whatever device they want. Targeting Areas...
Recommendations  Tapping into the rural markets  Concentrate more in value added services – target high end consumers such as businesses  Diversifying in Broadband services, DTH, Voice over internet protocol (VOIP)  Remain innovative, improve 3G and 4G speed and provide better services than competitors  Reduce costs through efficiency – offer better prices
Vodafone Group plc, telecom company

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Vodafone Group plc, telecom company

  • 2. Info about Vodafone  The name Vodafone comes from voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones  Vodafone Group is a British multinational telecommunications company headquartered in London  Vodafone' brand started in 1982 with the establishment of Racal Electronics plc – UK's largest maker of military radio technology.  It is the world's 3rd-largest mobile telecommunications company measured by both subscribers and revenues  It is a globally operating company, since Vodafone owns and operates networks in 21 countries and has partner networks in over 40 additional countries.  They have more than 92,812 employees worldwide
  • 3. Mission & Vision Statement  MISSION We will be the communications leader in an increasingly connected world  VISION Our vision is to lead the industry in responding to public concerns regarding mobile phones, masts and health by demonstrating leading edge practices and encouraging others to follow. Does the company live up to this ??? YES  The Vodafone Mission has been consistent throughout its existence to be the world market leader in mobile communications by improving inter-connectivity in a rapidly expanding communication market. Established in 1984, the central strategy of Vodafone has always been business expansion, both internally and externally, by utilizing their vision to predict ground- breaking strategies.  The Foundation makes social investments that help the people of the world to have fuller lives.  Sharing the benefits of developments in mobile communications technology as widely as possible  Protecting the natural environment; and Supporting the local communities in which Vodafone's customers, employees, Investors and suppliers live.
  • 4. SWOT Analysis  STRENGTHS • Globally renowned brand name • Great geographical exposure • Gained economies of scale due to its size • Highly innovative company • Integration of subsidiaries under Vodafone umbrella • High level of network infrastructure • Leading mobile company in the UK  WEAKNESSES • Mainly concentrated in Europe and Asia • Lost the 2nd position in UK to Orange & O2 partnership • Weak in fixed network area • Lack of rural network wireless access
  • 5.  OPPORTUNITIES • Increase the 3G coverage • Scope in emerging markets • Reduce costs through efficiency – offer better prices • Diversification into new areas • Invest in R&D and innovate new offerings • Expand towards non-mobile services  THREATS • Market saturation in UK • Uncertainty of regulatory climate • Increasing usage of VOIP- Skype, Hangout, Whatsup, iMessage • Increasing competition-Virgin media, 02, Orange, SKY, BT
  • 6. UK Mobile Operators' Market Share Source: Jeffries Investment Bank Vodafone is dwarfed by China Mobile, AT&
  • 7. VODAFONE’S MARKETING MIX Product  A product with many different features provides customers with opportunities to chat, play games, send and receive pictures, change ring tones, receive information about travel and sporting events, obtain billing information ,view video clips and send video messages.  Vodafone live! provides on-the-move information services. Place  Vodafone UK operates over 300 of its own stores.  It also sells through independent retailers e.g. Carphone Warehouse.  Customers are able to see and handle products they are considering buying.  People are on hand to ensure customers’ needs are matched with the right product and to explain the different options available.
  • 8. Price  Vodafone wants to make its services accessible to as many people as possible: from the young, through apprentices and high powered business executives, to the more mature users.  It offers various pricing structures to suit different customer groups.  Monthly price plans are available as well as prepay options. Phone users can top up their phone on line.  Vodafone UK gives NECTAR reward points for every £1 spent on calls, text messages, picture messages and ring tones. Promotion  Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively.  Stores have special offers, promotions and point of sale posters to attract those inside the stores to buy.  Vodafone’s stores, its products and its staff all project the brand image.  Vodafone actively develops good public relations by sending press releases to national newspapers and magazines to explain new products and ideas.
  • 9. Marketing and Brand Objectives  Vodafone's marketing objective in the UK is to keep market leadership on revenue per customer, network quality and customer satisfaction.  Keep the existing customers.  Increase infiltration of new data service.  Introduce new technologies and best services (e.g. Vodafone live!)  Continue to expand the Vodafone brand.  Attain new customers.  Vodafone is achieving these objectives by continually updating the variety of phones and services offered to keep ahead of its competitors. Also, Vodafone's distinctive 'How are you? & live!' advertising is helping to improve the brand image and saliency to all mobile users.
  • 10. Customer Segmentation, Positioning, Targeting....... •Mobile customers Range of mobile services enabling them to call, text, access the internet, stream music and watch videos wherever they are – at home, on the move or even abroad with our roaming services. •Fixed broadband customers Range of fixed services including voice, broadband and TV services to consumers and a wider range of services to enterprise customers, including Cloud and Hosting and IP-VPN.
  • 11.  Traditional revenue sources – mobile voice and texts – have reached maturity in a number of markets. Therefore, to deliver future growth opportunities, VODAFONE are investing in newer revenue areas such as DATA. It is estimated that between 2014 and 2018 mobile data revenue will grow by 18%, compared to a 7% decline in voice revenue over the same period.  Convergence of fixed and mobile into unified communications.  Bundled mobile, fixed and TV services so that customers can use data services wherever they are and on whatever device they want. Targeting Areas...
  • 12. Recommendations  Tapping into the rural markets  Concentrate more in value added services – target high end consumers such as businesses  Diversifying in Broadband services, DTH, Voice over internet protocol (VOIP)  Remain innovative, improve 3G and 4G speed and provide better services than competitors  Reduce costs through efficiency – offer better prices