Vodafone Case Study

Only available on StudyMode
  • Download(s) : 125
  • Published : January 8, 2013
Open Document
Text Preview
MarketLine Case Study

Vodafone:
Becoming a valuable and recognizable brand
Reference Code: ML00001-089 Publication Date: March 2012

WWW.MARKETLINE.COM
MARKETLINE. THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED

Vodafone: Becoming a valuable and recognizable brand © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED

ML00001-089/Published 03/2012 Page | 1

OVERVIEW
Catalyst
As early as 2004, Vodafone stated its aim was to be in the top five most valuable brands in the world. By 2011, the telecom giant had achieved this goal through an aggressive sponsorship campaign, a strategy of non-controlled interests to increase its presence across the globe, and increasing investment in less developed markets.

Summary
 Vodafone has emphasized its presence as a major brand through heavy investment in advertising and sponsorship ventures and being associated with major sporting institutions.   Vodafone has had a presence in many markets across the world through a strategy of non-controlling interests. Vodafone is seeking to consolidate its position as a world-leading brand through market expansion in India and Africa.

Vodafone: Becoming a valuable and recognizable brand © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED

ML00001-089/Published 03/2012 Page | 2

TABLE OF CONTENTS
Overview ............................................................................................................................................................................... 2 Catalyst.............................................................................................................................................................................. 2 Summary ........................................................................................................................................................................... 2 Analysis ................................................................................................................................................................................. 6 Key findings ....................................................................................................................................................................... 6 Superbrand Sponsorship ...................................................................................................................................................... 7 Vodafone has a very visible presence as a result of its sponsorship ventures .................................................................7 Vodafone has been extremely visible through its major sponsorship tie-ups ................................................................7 Vodafone has targeted major sports institutions to enhance its image as a superbrand...............................................8 Vodafone has also been associated with two major Formula 1 teams ..........................................................................8 Vodafone’s branding tactic has delivered in terms of greatly expanding the company’s customer base ......................9 Non-Controlled Interests ..................................................................................................................................................... 10 As well as its visible presence, Vodafone has had success through its non-controlled interests around the world........10 Non-controlled interests account for 40% of Vodafone’s asset value and has helped the company significantly in its rise in becoming one of the world’s most valuable brands ..........................................................................................10 Verizon impacts heavily on Vodafone’s operating profits ............................................................................................10 Vodafone is moving away from its model of non-controlled interests...
tracking img