Professional Documents
Culture Documents
MKT 305-IMC Project Group: A: Presented To
MKT 305-IMC Project Group: A: Presented To
Group: A
Presented by:
Presented to:
Dr. Omnia Zaazou
Company Background:
Vodafone
Mission:
Driving in a wireless world
Vodafone is primarily a user of technology rather than a
developer of it, and this fact is reflected in the emphasis of
our work program on enabling new applications of mobile
communications, using new technology for new services,
research for improving operational efficiency and quality
of our networks, and providing technology vision and
leadership that can contribute directly to business
decisions.
Situation Analysis:
SWOT Analysis:
Strengths:
Diversified geographical portfolio with strong
telecommunications in Europe, The Middle East, Africa,
Asia Pacific and to some extent the U.S.
Vodafone has a very strong brand name and a very
reputable company.
Vodafone has the largest number of retail stores around
Egypt.
7
Weaknesses:
Vodafone's coverage is weak to some extent.
Vodafone's T.V. ad's are not as effective as they're
supposed to be.
Opportunities:
Focus on cost reductions to increase returns.
Opening more Vodafone stores in Egypt.
Research and development of new mobile technologies.
Growth through 3G technology
Threats:
Increased Competition:
PEST Analysis:
Political factors:
Vodafone is generally subject to regulations governing the
operation of its business activities. Such regulations
typically take the form of industry specific laws and
regulations covering telecommunications services and
general competition (antitrust) laws applicable to all
activities.
9
Economic factors:
The economic conditions may hugely affect Vodafone for
example if there is a high unemployment rate it would
affect the number of employees Vodafone wants to hire
and this is why they hired an outsourcing company.
Also if there is a high illiteracy rate it will also affect the
quality of human resources.
Social factors:
Also the Social factors have a big effect on Vodafone, the
lifestyle, even the advertisements are based on the social
and cultural factors of each country, for example the
advertisements of Ramadan and the feast in Egypt and
the Dog impersonating Vodafone in India.
The use of the telecommunications industry technology is
now part of the life style and the 3g technology like
10
Technological factors:
Research and development (R&D) is a driving force
behind economic growth, job creation, innovation of new
products, and increasing quality of products.
The R&D has a great impact on Vodafone's revenue's for
example the type of product's sold in Vodafone stores like
i-phone and blackberry phone all the 3G technology, the
ipad and the laptops and all the new technological
products has a great impact on Vodafone.
Consumer analysis
The Company's target market:
Vodafone targets the A, B & C class, but each class
is served different types of products according to
their class category.
11
For the A class & the business class Vodafone serves them
the platinum and gold lines also the blackberry phones in
the stores which targets the business men so that they
can check their e-mails on spot.
Also the roaming and international calls target the
business and A class.
As for the B class and the youth Vodafone targets them
with the different products in the stores like the phones
and the normal lines that are recharged by scratch card.
Also the C class are targeted by selling them the cheap
phones and the lines that are recharged by for example
the 10 pounds scratch card.
Vodafone also base the segmentation on lifestyle,
age, usage rate and gender.
Age: They have Vodafone booths in many Universities
selling scratch cards, Internet USB modems and flash
sticks for students.
Also the lifestyle like people who are surfing the internet
through their phones or laptops or talking on the phone
also the blackberry community and the BBM.
Also the Usage rate by giving free minutes to customers
they are likely to increase the usage rate to make benefit
from the free minutes and free SMS. And finally the gender
where they sell USB modems and phones with different
colors like pink to appeal to girls and green & blue to
appeal to boys.
Vodafone always gives value to their customers & they
always care about serving their customers in the best way.
12
Questionnaire
13
15
16
17
18
19
20
2) Disagree
4) Agree
3)
5)
Strongly agree
21
Expert Interview
We conducted an interview with the marketing executive
of Vodafone, Mr. John Girguis. We asked him the following
questions.
1) How much do you spend on advertising?
Sorry, I can't inform you about this information because
it's confidential.
2) Do you have an agency or an in house
advertising department?
He said that Vodafone has an advertising agency not an
in-house advertising department.
3) Where do you advertise and what are your
advertising types?
We use all the media vehicles like T.V ads, radio ads,
billboards, internet, magazines and news papers.
There are two types of advertising that Vodafone uses
which are:
Above the line advertising: which are the seen
advertisements like T.V. ads, news papers, radio,
billboards, and magazines.
Below the line advertising: which refers to the
advertisements that are not actually seen for example
SMS, facebook fan page and advertisements on websites.
4) Who are your main competitors?
22
23
1. Advertising
Vodafone advertises in mass media such as T.V channels
like El Hayat, El Mehwer, Rotana, MBC, Dream, Melody,
NTN, and Channel 1 & 2.
It also advertises on the Radio Channels such as,
"Nogoom F.M", "El Shark El Awsat", "Nile F.M.", "Radio
Masr", "Ezaet El Aghany", "Radio Hits" and "Mega FM".
It also publishes ads in newspapers such as, "EL Ahram",
"El Akhbar", "El Masry el Youm" and magazines such as
"kelmetna" and "Teen stuff".
Vodafone also advertises on billboards around many of
the Egyptian streets such as the Mehwar road, the Ring
road, 6th of October bridge, also in Mohandeseen, Maadi,
Nasr city etc
24
2. Direct Marketing
Vodafone uses direct marketing through attaching direct
response numbers which are toll free to its ads at the end
for their customers to get more information.
Vodafone sends catalogues by mail, it has a strong data
base management, it also has telemarketing where
Vodafone employees call their customers to inform them
about new promotions, and also direct response ads
through the internet.
Vodafone also sends SMS's to their customers to inform
them about promotions.
3. Internet/Interactive marketing
Vodafone publishes its ads on Facebook, yahoo, hotmail
and msn.
It also allows customers to pay their bills and know their
balances through the internet; they can also purchase
some products and services online and receive information
about new promotions.
You can also recharge your cell phone online.
4. Sales promotion
Vodafone offers free texts and free minutes in
occasions like Ramadan, Feast and Valentines Day.
Enjoy 1500 free SMS to all Vodafone numbers
With the Free 1500 SMSs *offer send FREE SMSs to
25
5. Public Relations
Sponsorships
When it comes to sponsoring sports, for Vodafone it's not
just a game, it's an investment. We believe in investing in
tomorrow's athletes across many sports and look for ways
26
27
6. Personal Selling
28
29
Recommendations
30
31