Vodafone's marketing mix

A longer term marketing strategy is underpinned by careful planning and a successful marketing mix. The marketing mix is a combination of many features that can be represented by the four Ps.

• product - features and benefits of a good or service

• place - where the good or service can be bought

• price - the cost of a good or service

• promotion - how customers are made aware of a good or service.

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 - and soon 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

Vodafone works with icons such as David Beckham to communicate its brand values.

Above the line

• 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. This is known as above the line promotion.

Below the line

• 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.