ESSENTIALS OF MARKETING:
games, images and information, through an icon-driven menu. VODAFONE’S MARKETING MIX:
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 UK gives NECTAR reward points for every £1 spent on calls, text messages, picture messages and ring tones. Promotion:
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. 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 Products:
David Beckham is more than a footballer. He is also regarded as a fashion icon, a caring family man and a nice guy: an overall image that attracted Vodafone to him. Beckham’s popularity with football fans comes largely from his England team captaincy. As a footballer, he is well regarded around the world. Other young men who might aspire to his success and style also tend to identify with him. He appeals to many females because of his reputation as a fashion and lifestyle icon. He is also married to a female icon in her own right.
Vodafone’s sponsorship of the Manchester United team appeals to a broad section of the global football/sports audience, whereas aspects of Beckham’s broader image have grown to appeal to a much wider...