Vodafone Marketing Plan

Topics: Vodafone, Mobile phone, 3G Pages: 17 (4592 words) Published: September 2, 2010

Assessment 2009/10
Gavalas Christos
Athens 2010

Vodafone Greece

Vodafone Greece was established in Greece in 1992 – under the trade name Panafon – with the participation of Vodafone Group Plc., France Telecom, Intracom and Data Bank, and was officially renamed to Vodafone in January 2002. In December 1998, the company listed its shares in the Athens and London stock exchange, while in July 2004 it de-listed from ATHEX. Vodafone Group Plc. is the company’s major shareholder with 99.8% of Vodafone Greece shares.

The technological network

Vodafone has the most extensive, technologically advanced and faults and malfunctions resistant mobile telephony network in Greece, able to provide broad coverage by ensuring high-quality communication.

Products and Services

Having adopted a purely client-centred mentality, the company offers tailor-made tarrif plans depending on the public’s requirements and specificities, for both post-pay and pre-pay customers (New Vodafone Prepaid and Vodafone CU).

In November 2004, Vodafone Greece made an impressive upgrade of Vodafone live! with the power of 3G, enabling subscribers to live their communication to the maximum. Providing services such as video-calling, mobile TV, listening to high-quality stereo music, combined with very fast and entertaining games with 3D graphics, Vodafone is now offering a live dimension in mobile communications.

Vodafone Greece also occupies a very high place in the corporate market, by offering specialised services that cover their increased communication needs, such as Vodafone Mobile Connect card. An innovative service offering fast and reliable wireless access to the Internet, e-mail, or LAN, at any time and from practically any place. Its competitive advantage is the fact that it provides Internet access without the need of a telephone connection, either fixed or mobile.

Moreover, in September 2005, the company launched commercially BlackBerry® in Greece. BlackBerry is a leading wireless communication solution for professionals, and is redefining the market of wireless e-mail management technology, by offering a new and reliable communication solution and enabling users to access their e-mail in real time.

In 2007, Vodafone launched the new era for telecommunications in the Greek households, by launching the service "Vodafone at Home". The innovative technology, the competitive pricing and the credible customer service is the best choice for everyone seeking for home communication with a fixed line, and high speed ADSL Interent reaching 24Mbps.

Vodafone shops

Vodafone Greece has developed a dynamic retail network throughout Greece, comprising of 412 shops, which is developing and renewed constantly, offering: * the widest range of handsets and accessories, with 2 years guarantee * tarrif plans and services that cover all demands - handsets’ service * impecable customer service

Apart from the retail network, Vodafone distributes products and services through the 1.000 business partners’ shops.


Vodafone Greece is one of the very few companies internationally, and the sole one in Greece, to have obtained the following certification for the Integrated Management System it applies: Quality Management according to ISO 9001:2000; Environmental Management according to ISO 14001; Health and Safety according to OHSAS 18001; Information Security Management Systems according to BS 7799, while in July 2002 the Quality Management System of the Vodafone Shops was certified according to ISO 9001. Moreover, it is worth mentioning that Vodafone Greece is the first mobile telephony company in Greece and the second one globally, to have obtained the EMAS (Eco-Management and Audit Scheme) certification, in September 2003 from ELOT, the Hellenic Organization for Standardization, by developing an action plan which enables target-setting in its environmental...
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