Marketing Plan Assignment -

Task - Prepare a Marketing Plan for Vodafone Inc USA.

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Answer - Marketing Plan for Vodafone Inc USA

Executive Summary

The key strategy of Vodafone Inc USA, marketing plan consisting in taking advantage of its current technological innovation and customer oriented approach. The plan consists in upgrading its current sales volume by about 50%. Vodafone current marketing environment is under fierce competition, AT&T, Verizon etc are leading competitors for Vodafone. The economic conditions of the people in the region got improved in the recent years. The spending capacity of people in the region has increased, there is much patronage observed for technical developments for the sake of better quality of life. Vodafone Inc USA has not yet explored fully the opportunities available for the company in United States of America. There is increase in the total number of telecommunication users in the recent years. However the growth rate is in the decreasing trend due to fall in the total value addition to the services. In this connection, it can be right opportunity for Vodafone to implement strategies equipped with necessary innovation to sweep the market for better returns. A comprehensive marketing strategy including affordable pricing, vast options of place, promotion and innovation in products materialized by Vodafone Inc, USA. Quality at affordable pricing is the slogan of Vodafone and is basis for current positioning needs in the market. The entire strategy implementation is expected to complete in one year. The evaluation of the strategy will be based on the typical objectives of increased sales and revenues. Evaluation of the strategy will be based on the estimation of the outcomes and response from the market. The immediate benefits comprise more penetration of the market, increase in the sales and the revenues for the company. Further the findings will form basis for modification and re-implementation of the strategy. Marketing strategy for Vodafone comprising discussion on all these elements is presented in the following report (Malhotra,2015).

Target Market and positioning

Selection of the target market

The key criteria for the selection of the target market consists in selection of the entire region for the sake of promotion of the brand and further it consists in exploring the regions which are not yet penetrated by Vodafone, as well to outreach all customers with diverse technology needs. Entire United States can be targeted by Vodafone at present. There is much to do with the diversification of the products to reach different segments of the market. Hence there is no lapse in eliminating any particular customer group in the country(Todorova,2015).

The target market is entire United States and all type of customers irrespective of the type of the domain of operations, the product portfolio, size and capabilities as well as the extent of technology requirements. All organization types for organization level customers and all individuals for individual level applications will be selected. Further there it is going to have special focus on the domains which are not yet explored and also there going to have special focus in the areas where there is much influence of the competitors and Vodafone has not established yet. The reason for focussing on these technologies is the fact that increased focus in these areas will provide better market for Vodafone in future. The target strategy identified by the company is to deploy the better innovation in the market products and to enable the access to the products and the services at affordable prices.

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A hybrid marketing strategy with focus on diverse marketing channels is the core strategy Vodafone Inc going to employ in United States of America.

• Mass Marketing to outreach all the customers in all territorial sections in the country.
• Differential marketing strategy to take advantage of the cost differentiation as well as the product features and the technology advantages.
• Concentrated marketing in the new domains and in the new markets.
• Also focus in the regions which are strong holds of the competitor organizations.

Target market:

• The target market
• All set of individuals with diverse age groups, veterans, children and working citizens all will be covered by schemes appropriate to their usage levels and the technology requirements (Ang,2016).
• Psychographics based applications will be developed with broad frontier of applications. There it is going to have focus on diverse psychological needs, like appearance of the products and features.
• Consumption and usage patterns like products for fast consuming and volumous usage need as well products for low consuming users.
• All regions and geographical areas will be accessed, irrespective of any type of barriers(Beale,2017).
• Market and brand dimensions mainly focus on developing brand promotion in accordance with the needs of the customer loyalty, customer retention, drive to improve customer grabbing from other competitors etc(Bourgeois et al.,2017).

Positioning Strategy

The key focus of the positioning strategy is in multiple directions. One of the key elements of the positioning strategy includes establishing the organizational products and features to meet the changing demands and technology needs of the communities. Employing innovation for enabling better customer satisfaction. Working for affordable and efficient technological solutions for all needs is the major aspect of the organizational positioning(Coll,2017).

Slogan: "Quality and affordable services"Products are provided with distinct characteristics of innovation and specialized technological attributes with target orientation.

Product benefits include economy products with more versatile operational solutions. All products are expected to outreach the customer requirements as per the changing business needs more effectively and at affordable prices. Working out for competitive edge in terms of breadth of services and quality of utilization. Always working out the prices and costing at competitive advantage over the competitors.

Positioning map

Quality on Y axis and Price on X axis.

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Marketing Mix Strategies

Product/Service

The key products and services will be prepared based on differential need and availability basis. The new products are going to be based on different breadth and width of the customer needs. The new products developed by Vodafone need to meet diverse operational needs. In terms of the technology as well as service quality. Typical product services like dedicated optical fibre communication networks, wireless communication techniques all fall in this category of the communication systems. Products are mainly differentiated based on costing, technological maturity and appropriateness to the customer needs. The key changes in the product process include changes in terms of the manufacturing methods and the tools employed. Application of the novel quality enforcement tools will ensure the quality of the products is too high and will provide extra edge over the competitors(Sapolsky et al.,2018).

Defining the product attributes

Price

The price of the products beings manufactured at present in Vodafone are going to be made more flexible and will reach different customer segment requirements. Factors like customer loyalty, customer retention, promotion etc will influence the costing to make better affordability of the products. Selling price will be reduced and made competitive based on the competitive market conditions, prices will be set based on the market prices and competitor advantage requirements as well. The strategy to make the services affordable and to better outreach the customers, hence the prices will be made affordable in this direction. Further there is utmost care taken to keep up the competitive pricing structure in the country. Few important aspects considered in pricing are as follows,

• Prices for gaining competitive edge in the market
• Pricing for the sake of promoting the product into the areas which are not explored before
• Pricing for the sake of taking leverage of the customers who are retained for the organization for long time.
• Promotional pricing for first time customers
• Pricing for business promotion in the selective areas
• Differential pricing for cost advantage

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Promotion

All promotional strategies of the products will be made as per the existing marketing conditions. The new promotional strategies will take advantage of the entry into new markets, outreaching the new customers, promotion with better discounts to improve customer benefits etc.

1. Copy: Ad themes will focus on the social relations and family aspects while working for propagating the products meant for individual usage requirements. They will be normally be used for the sake of promoting the sentiments and better outreach for marketing advantage. Ad theme for community and industrial needs will be display of performance and style, technology and unique performance capabilities. Ad style will be more of emotional type for individual needs, professional and expert integrity for community and industrial applications. All ad agencies like magazine based, media based(digital) and personal based will be employed, in-house as well as third party consultancies will be employed.

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2. Media: Print technologies, Audio technologies, TV, digital media, social media as well as public relations all will be employed to propagate the message of services from Vodafone. Digital and social media(Ryan,2016) will be employed more in line with the access capabilities of the channel(Chaffey,2017). Timing will be throughout the year as there is no any seasonal product usages at present. Promotional offers will be tailored strategically based on the market response.

Rewards from recurring customers - Depending on the type of the services opted and the cost of the services opted for. Appreciaton of customer retention by discounts and rewards interms of free data allocation and service features without additional costing.

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Customer and service support

Vodafone has commitment towards customer support and service and the same trend will continue for long.

Customer and Service Support

Customer service and support in terms of efficient support as well as cost affordability. Customer service available throughout the year 24x7.The levels of support will vary based on the support needs and product in use. Both online, in person service will be offered.Customer service can be obtained from any corner in the world. Further there going to have systematic evaluation of the customer support based on dedicated grievance and compliant redressal services for the organization.

3. Personal Selling

Yes there will be personal product selling as well. However it will be limited to initiation and exposing the product features, the final product selling will be done at organizational level. This approach will be part of the overall marketing plan. Personal selling to the selected customers based on the operational profile, market surveys etc will be enabled. However personal selling is minor part of the whole strategy, bulk promotion is the major concern.

4. Sales Promotion

There can be premium and coupon based sales for individual customers. Free service for certain trail period can be offered for specific target organizations. There will be bonus packs, frequency packs as well for the organization.

Event marketing is an integral part of the strategy.

5. Trade Promotion

Trade promotion by using retailer and dedicated distributors makes up the strategy.

6. Public relations/Publicity

Public relations will be achieved from multiple aspects with focus on specific target groups.

Place

Place of promotion will be throughout the nation. However the distribution model for the individual level usage products will be from centralized hubs designed for each region. Each of these centralized hubs will be well connected with the national operational centres.

Specify the role of distribution as it applies to the marketing strategy (e.g., exclusive distribution, penetrate the whole market, selective distribution);

• The geographical regions will be divided based on the territorial regions into multiple domains and each of them will be well connected with distribution channels of company managed logistics channels. There going to have distribution channels of direct company owned resources as well as through the resources owned by other party distribution services as well. It is a hybrid distribution model, where in the end customer can get the products directly from the company as well through the retailers.

Example of distribution model

Hybrid distribution model

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Evaluation and Control

The current proposed marketing plan is being employed for the sake of augmenting the current marketing dimensions. More specifically the strategy is being employed for the sake of improving the sales and revenues at present. The strategy evaluation will be performed based on the outcomes and deliverables obtained after the implementation of the new strategies. Performance oriented control will be undertaken based on the results. Modification to the strategy will be done based on the results obtained and in accordance with identification of the areas required for further improving the performance of the strategy.

EVALUATION OF XX GOAL/OJECTIVE

Implementation & Schedule

The total implementation will be done in one year of time from the day of undertaking the project. The following are the detailed features of this project.

Gantt Chart

Roles and responsibilities for activities

The key stakeholders responsible for the project launch will be the top management (board /CEO) and the key personnel for the project, the project manager. Further director for marketing will be there to initiate the activities. For each of the needs identified in the project a detailed evaluation of the needs the possible timelines and resources will be estimated. The needs analysis will be done by the project manager in collaboration with the marketing team. Further the marketing team will be responsible for the strategy finanalization, marketing director and project manager will be responsible for that. Approval from the CEO/Board will be done by the marketing director/Project manager. Project manager will enable the deployment of the resources. Further strategy implementation will be done as per the accepted resources and the time line of the project completion requirements by project manager. Once the project with all the pre-planned strategies is implemented, evaluation will be done by the marketing team under the supervision of the project manager. Strategic analysis and the proposal for modification of the strategies and control measures will be taken by the Marketing project team under the supervision of project manager. (Project manager can be deputed by Marketing director from senior marketing team members or can be selected externally for this purpose)

WBS (Detailed list of activities)

Gantt chart

Task list and durations

Total duration~ 1 year.

Tasks Lists

1. Project launch

2. Scenarios for needs

3. Strategy and features design

4. Getting Approvals

5. Procurement of resources

6. Deploying

7. Strartegy implementation

8. Evaluation

9. Control

10. Implementation of evaluation and control findings

Conclusions and Recommendations

The marketing strategy is prepared in accordance with the strategic analysis of the scenarios and based on the findings of the opportunities from the market. Further there is detailed evaluation of the strategy components in terms of the aspects that are needed as per the market conditions. The final strategy is designed and implemented as per the schedule to complete in one year including evaluation. The strategy is justified to take advantage of the current market trends and scenario in particular to the Vodafone Inc USA.

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