Introduction

Vodafone is the biggest mobile phone business in the world. It uses marketing to promote its brand. This involves finding out what customers need and then making sure that the products on sale meet those needs.

The marketing mix

Vodafone looks to have a good marketing mix. This is a mix of the right product to buy in the right place at the right price and with good promotion.

• The right product. This means giving customers the features and benefits they want. Vodafone gives buyers features such as games, pictures, ring tones, information services, bills and even video.

• The right place. Vodafone operates over 300 stores and also sells through other outlets. It has expert staff in the stores to help buyers.

• The right price. Vodafone offers a number of price plans to suit all of its target groups. It also gives NECTAR reward points for every £1 spent.

• Good promotion. This is divided into two parts:

• Above the line – this is advertising in a number of different ways such as TV and posters.

• Below the line – this includes less obvious advertising such as in-store displays and the way stores are branded. News about products and ideas is also sent to the press.

David Beckham

Vodafone has an image that it wants its customers to connect with. This is an image of being creative, exciting, up-to-date and full of new ideas. It also wants to appeal to as wide a market as it can. David Beckham has this image. He is seen as not just a football player, but also as a family man. He is also seen as a fashion icon who appeals to women. This makes him a perfect choice for the brand. The Beckham TV campaign shows him doing everyday things as well as demonstrating what the Vodafone live! service can do.

Market research

Market research is not only used to find out what customers want. It is also used to see if things like TV campaigns have been a success. It was found that people recalled the adverts and so the brand had become better known.

Brand migration

The brand is so strong that Vodafone uses it when it takes over other businesses. In Japan, the J-Phone company was initially re-branded as J-Phone Vodafone before moving to the single Vodafone brand last year. This is called brand migration.

Conclusion

Vodafone uses marketing to maintain and grow its brand. The Beckham campaign has been a huge success.