To: Marketing Director

From: Marketing Manager

Date: 24.11.2009

Subject: Market Research and Information needs


As a marketing manager, I have been asked to write a report on market
research and information needs for the Vodafone Company.

Vodafone is the world's largest mobile telecommunication community,
employing over 65,000 staff and with 130 million customers. The business
operates in 26 countries worldwide. Vodafone is public limited company with
listings on the London and New York stock exchanges.

Global recognition of the Vodafone brand is growing as the company rolls
out its identity into new markets. However, it retains local names and
imagery in markets where this is essential to maintaining the trust of


The world is global market with few barriers to entry, so Vodafone has to
be highly visible as "the brand to buy". Effective marketing is the key to
this high visibility.

Marketing involves anticipating customers' needs and finding the right
product or service to meet those needs, thereby encouraging high sales
levels. Vodafone goes further by looking at impress on its customers not
merely what its products are i.e. features, but also what they increasingly
do, benefits for example. This involves effective communication.

According to www.vodafone there is a slowdown in sales of mobile
handsets in the UK market, as the mature part of the product lifecycle is
reached. Customers are exposed to a barrage of different images and
messages by mobile phones companies, as the competition gets tougher. Some
companies merger in order to increase their market share, T-Mobile and
Orange example of this. That influences Vodafone to appeal to new customers
and aims to keep its existing ones by emphasising the uniqueness of the
brand. Vodafone's aim is to grow its revenue and improve its profit margin
by adding value to its products and services i.e. earning more form each
product sold. The 'Vodafone live!' service enables customers to use picture
messaging and to download polyphonic ring tones, colour games, images and
information, through an icon-driven menu as well as get an access to
Facebook, MSN, Google etc.

This service will soon be further enhanced by picture messaging libraries,
video clips and video telephony (seeing the person you are calling) and
improving download speeds. Another service is the Vodafone Mobile Connect
Card, which allows customers to access their normal business applications
on a laptop when out of the office. Such services add value to the product,
and high profile effective promotion will help sell these services to
existing and new customers.

A longer term marketing strategy is underpinned by careful planning and
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.


A product with many different features provides customers with
opportunities to chat, play games, send and receive pictures, internet
access, change ringtones, receive information about travel and sporting
events, obtain billing information - and soon view video clips and send
video messages.


. Vodafone UK operates over 300 of its own stores.

. It also sells through independent retailers e.g. Carphone Warehouse,
Phones 4 U

. Customers are able to 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.


. 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

. Monthly price plans are available as well as prepay options. Phone
users can top up their phone on line.

. Vodafone UK offers service called Family which allows speak free to
them if you top up your phone at least 5 pounds monthly.


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

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 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.