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Marketing Strategies Of Vodafone

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What is the Marketing Strategies of Vodafone ?

Answer :


The Vodafone Group is the mobile communications organization with the most noteworthy nearness around the globe. In September 2010, they had more than 354 million clients around the globe. Vodafone now work in more than 31 nations where the company has possession interests and band together with systems in more than 42 more (Lancaster et al., 2012).

In an undeniably associated world, they need to keep giving an exceptional reaction to subscribers’ or clients' aggregate correspondences needs, regardless of whether mobile or settled (voice, the Web, and TV) and to be a truly appreciated, absolutely client-arranged, imaginative, focused and aspiring organization.

Features, Characteristics, and Benefits of their Product/Service

With Vodafone, clients can simply be associated with the general population and things that are the most vital. Regardless of whether moving, at home or at work, our clients can tally at all circumstances on powerful, inventive administrations, the most recent telephones and a magnificent Customer Care Service to help them take full benefits of life openings (Parasuraman et al., 2015).

An appropriate Target Market

The Company's entrance in 1992 into a market only overwhelmed by a state-owned operator drastically changed the overarching view of the mobile telephone, which until at that point was viewed as a grown-up toy or a device held for a well-off world class. Vodafone tested this picture by presenting another idea of a helpful, moderate administration, equipped for reacting to every one of clients' interchanges needs. Vodafone was the key improvement and development motor of the Portuguese cell showcase, achieving significant change in the mobile media communications scene in Portugal.

Since Vodafone began to operations, they have been a key player in the communications industry in Portugal and a pioneer in development, branding and consumer loyalty. They have more than 6.1 million clients enlisted on the cell network, compared to more than 33% of all clients of mobile services in the national market (Parasuraman et al, 2011).

The Marketing Objectives

Vodafone Portugal is as a worldwide telecommunications operator equipped for reacting to its clients' aggregate correspondence needs. Its solid client introduction and the unfathomable encounter gained in the mobile market are the premise of the Company's development, which amid over 18 years has possessed the capacity to keep up the largest amounts of client fulfillment in the Portuguese market (Slater, 2011). Vodafone Portugal constructs its business and methodology on separation. This is the organization's development and intensity premise, and it is recognized by four primary components:

  • CRM – a great Customer Service and Customer Relationship Management
  • Brand – a great telecommunication services brand
  • Innovation – the telecommunications firm offers the applicable and innovative services.
  • Merging – The best-combined communications’ services

SWOT Analysis

Having begun to work under the brand Telecel in October 1992, the Company started to be known as Telecel Vodafone in January 2001, starting a fruitful brand movement that finished in the appropriation of the Vodafone mark in October of that year (Toyne & Walters, 2013). That procedure mirrors the organization's association with the biggest mobile telecommunications bunch on the planet. Being a piece of a Group of this nature and scale empowers Vodafone to offer our clients/subscribers even more aggressive costs and ever better and more separated new services and handsets, profiting from the picture of a standout amongst the most effective worldwide brands, perceived everywhere throughout the world.

With the advantage of a popular brand and various opportunities, it doesn’t mean Vodafone is immune to threats and weaknesses. The SWOT Analysis of the company is summarized in the table below.


·         2nd biggest mobile service provider by subscribers

·         Geographically diversified business

·         Advanced and developed network

·         Robust brand appreciation


·         Extend Spring –Vodafone made a net profit of around $41 billion through divesting its stake in Verizon. The telecoms giant plans to devote that bonus on restructuring its arrangements to LTE/4G.

·         Emerging economies like India

·         Fixed telecom and cable services


·         Sluggish economic environment in Europe

·         Stiff competition all over

·         Absence in the lucrative US industry


·         Market fullness in Europe

·         Uncertain regulatory climate

·         Over-The-Top services like Skype, WhatsApp.

Gaps between Marketing Objectives and Company’s Capabilities

According to Tripp et al (2015), two gaps exist in most companies such as the gap between the desire of customer and impression of administration. With a specific end goal to have the capacity to surpass a client’s desires, and along these lines to guarantee consumer loyalty, organizations need to have a reasonable and exact observation about client desires. An absence of such information makes a gap. That can be one of the principal purposes behind administration clients not being fulfilled.

The gap between the impression of administration and administration quality particular. Regardless of the possibility that administration precisely sees client desires, there are still odds of client disappointment that can be brought on by the hole in arranging the nature of the service as per client desires (Sirgy, 2012).


Pestle (or PEST) Analysis

The primary Political components influencing Vodafone to incorporate EU Roaming Regulation that expects to abatement charges for mobile telephone utilizations abroad by 69.8% (Preissl et al., 2009). Economic variables likewise influence Vodafone principal of which are the development of GDP and the level of swelling rate inside business sectors where the organization works.

A possibility is there of Social elements that influence Vodafone. For example, shifting work plans which are outstandingly renowned for making people telecommute gradually. The outcome of technological variables on Vodafone is without doubt. Particularly, a technological growth in interchanges and increase of optional methods for communication, for instance, online chat rooms in addition to WhatsApp.

Notwithstanding the ordinary GSM services, Vodafone likewise offers services whose spearheading, what's more, at times, selective nature underlines our authority in advancement and Client introduction.

Marketing Strategy

These incorporate services, for example, Vodafone 360, an Internet connection for mobile telephones, PCs that unites clients' phone, email, social contacts and chat service in one place, and Vodafone Casa, described by the simplicity of establishment, the straightforwardness of utilization and focused costs. As a major aspect of Vodafone's turn into new business zones in the telecommunications showcase, for this situation fixed interchanges – phone, the Internet, and TV – now additionally given their optical fiber coming to more than 190,000 homes in Porto and Greater Lisbon (Sirgy, 2012).

Implementation of the Strategy

The execution of an advertising program requires complete consideration, joint endeavors and specific aptitude over the distinctive elements of an organization. Complex ventures, for example, the procurement of another market section require successful collaboration, as undertakings can't just be separated up and taken a shot at exclusively. Exercises should be adjusted; the fundamental data should be traded, and correspondence improved so that everybody recognizes what to do and knows about their commitment to the entire organization.


Vodafone is the biggest mobile system retailer on the planet regarding turnover, needs to keep on growing by offering value added services. For Vodafone to maintain the upper-hand, it needs to refresh the operations with innovation. If Vodafone wants to enter a market, at that moment they apply their innovative strategies and augment Customer Service.

Modernization is dependably a fluctuating viewpoint in the mobile phone trade, therefore Vodafone has a competitive advantage to alter the services for the better. Vodafone's greatest strength is their impalpable resources such as their employees, who are essential strength for the organization to be in the lead of their competitors.



Lancaster, G, Massingham, L & Ashford, R, (2012), Essentials of Marketing, fourth edition,         McGraw-Hill

Parasuraman, A, Berry, LL & Zeithaml, VA, (2011) Understanding Customer Expectations of       Service, Sloan Management Review, Issue: 32(3)    

Parasuraman, A, Zeithaml, VA, Berry, LL, (2015) A Conceptual Model of Service Quality and      its Implications for Future Research, Journal of Marketing

Preissl, B, Curwen, P & Haucap, J, (2009) Telecommunication Markets: Drivers and          Impediments, Springer

Sirgy, M. J. (2012) Self-Concept in Consumer Behavior: A Critical Review, The Journal of             Consumer Research and Marketing Strategies, 9 (3), 287-300.

Slater, S. F. (2011) Developing a Customer Value-Based Theory of the Firm, Journal of the  &References (2), 162-167.

Slater, S. F. and Narver, J. C. (2015) Market Orientation and the Learning Organization, The        Journal of Marketing, 59 (3), 63-74.

Toyne, B. and Walters, P. G. P. (2013) Global Marketing Management - A Strategic Perspective, Boston MA: Allyn and Bacon

Tripp, H. C. M. v., Hoyer, W. D., and Inman, J. J. (2015) Why Switch? Product Category: Level   Explanations for True Variety-Seeking Behavior, Journal of Marketing Research, 33 (3),        281-292.


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