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MPM 722 Marketing Management Assignment Task 1
3. Problem definition 4. Market Segmentation, Positioning and Targeting 5. Segmentation of Vodafone 6. Targeting of Vodafone 7. Positioning of Vodafone 8. Conclusion 9. References
Background:
The macro marketing environment It is the understanding of the external environment of an organizations ability to develop, and maintain successful transactions with its target customers (Mavondo 1999; Kotler and Keller 2012). These dynamic and changing environmental forces represent both threats and opportunities to an organization (Kotler and Keller 2012). Marketing managers who fail to recognize future trends and adjust their marketing strategies to deal with these trends do so to the detriment of their organization (basic principles of marketing and management) (Mavondo 1999; Pickton and Broderick 2005; Kotler and Keller 2012).
For example, a clothes supplier may fail to gauge the following years fashion trend, an electronics retailer may fail to predict the next technological trend, or a car manufacturer may have the wrong model range. Alternatively, management can take advantage of the opportunities created by the external environment by making the right product available at the right time (promoting skills sharing- free economy community).
It is difficult to envisage the future, but management can minimize the risk of strategic errors by improving the environmental analysis process (Mavondo 1999; Varey and Lewis 1999). Marketers have adapted their strategies in recent times to trends such as the desire for better lifestyles, IT, changing tastes and changes to the law (Varey and Lewis 1999).
Kotler and Keller (2012) address the micro and the macro-environment and the marketing intelligence system, used to gather data about the macro-environment. The marketing
These forces represent elements outside the direct control of the organization, to which they must monitor and respond. Within the rapidly changing global picture, the firm should monitor six major external forces, viz., Demographic; Economic; Social-cultural; Natural; Technological, and Political-legal (Achrol, Reve et al. 1983; Mavondo 1999; Kotler and Keller 2012).
In this section we will discuss some of the participants in an organizations microenvironment that encompasses: customers, competitors, suppliers, distributors and dealers that affect an organizations ability to make a profit (Kotler and Keller 2012).
The marketing organization Organisations works with the other specialists to meet their objectives, so it is necessary for all the specialists to understand what each can contribute. Marketing can be seen as the eyes and ears of the organization (Mavondo 1999; Kotler and Keller 2012). It must obtain and analyze market information, as well as get the organization to use the information (Achrol, Reve et al. 1983; Varey and Lewis 1999).
McDonalds is probably the best example of a company that thoroughly utilizes the marketing concept. McDonalds understand its strengths and weaknesses to understand customer needs and respond to changes in the environment (Polonsky 1994; Pitt and Nel 2001).
The interaction of marketers and the other functional specialists will be easier if the organization believes in the marketing concept. If this is not the case, marketing will have a continuing battle to get resources (Kotler and Keller 2012).
Customers Customer markets are broken down into five sub-groups according to whether they buy: For personal consumption; For use in processing a product; For retail selling or reselling; To provide government services; or For international marketing.
A company can sell in one or more markets; however, as each market has special characteristics, marketing operations will differ in each market (Kotler and Keller 2012).
Public There are groups of people and organizations that an organization should keep in touch with, as they could have an effect on the business. This activity is part of the public relations activity of the organization (Kotler and Keller 2012). Kotler (1972) classifies seven types of publics that organizations are involved with (Kotler 1972; Kotler and Keller 2012): Financial Media Government Citizen-action Local General Internal
Problem definition The primary problem of the Vodafone is its reducing customer base which directly impacts the companys revenue. It lost 128,000 subscribers and a revenue decline of 16%. in the last three months of 2012.
Demographics: It focuses on the characteristics of the customer. For example age, gender, income bracket, education, job and cultural background.
Psychographics: It refers to the customer group's lifestyle factors. For example, their lifestyle, social class, attitudes, personality and opinions.
Behavior: It is based on customer or consumers behaviors. For example, online shoppers, shopping centre customers, brand image and its preference and prior experienced goods.
Geographical location: Such as continent, country, state, city or rural. The place where the customer group resides or it may depend upon topography like coastal area, hilly area, plateau and so on.
Targeting
After market segmentation based on the different groups and classes, there is a need to choose the targets i.e. target population. One strategy never suits different consumer groups, so to develop specific strategies for our selected target markets is very important (Kotler, Brown et al. 2004). In general, there are three for selecting the target markets (Kotler, Brown et al. 2004).
Undifferentiated Targeting: This approach considers the entire market as one group with no individual segments; therefore a single marketing strategy can be used in this context. This strategy can be applied and can be useful for an organization or product with little competition where you may not need to tailor strategies according to different needs (Kotler, Brown et al. 2004).
Concentrated Targeting: In this approach a particular market niche or segment on which marketing efforts can be targeted is selected. The organization in this context focuses on a single segment so that one can concentrate on understanding and assessing the needs and wants of that particular market segment very closely. Small business often benefit from this strategy as focusing on single segment enables them to compete effectively against larger business corporations (Kotler, Brown et al. 2004).
Multi-Segment Targeting: This approach is used if when there is a need to focus on two or more well defined market segments and when one wants to develop multiple and varied strategies for them. Multi segment targeting offers many benefits but it involves greater input from company management, more elaborate market research and more promotional strategies which can be a costly affair (Moschis 2003; Kotler, Brown et al. 2004). Prior to selecting a particular targeting strategy, a cost benefit analysis which is a type of economic evaluation should be undertaken between all available strategic alternatives to analyze which will suit the situation in best manner to maximize the benefits within similar
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On the basis Demographic variables:Age 1) From age group 18 < 35 As a large portion of the individuals begin utilizing a versatile from the age of 18 so a section of age group 18 to 35 is acknowledged. The greater parts of these are people are student and remaining is constituted by adolescent working professional in some services or industry. So there fundamental needs constitute of SMS plans for chatting and cheap calling rates. We might furnish this group by offering a plan "FRIENDZ" to them with zero rentals. 2) 35 and above The vast majority of this working class comprises of working population and do not use mobile for SMS or chatting. So the need of this working class population is calling at a sensible rate. This group might keep utilizing the general plans with cheap calling rates.
Income
PREPAID & POSTPAID For the most part the versatile administration suppliers arrange their advertising methodologies as per the prepaid market and postpaid market. So it essentially hinges on the salary of the customer that if he chooses the prepaid or postpaid. Usually the purchasers with low pay pick prepaid and shoppers with high earnings pick postpaid.
On the basis of Behavioral segmentation: Brand Loyalty: We can additionally portion it on the groundwork of the customer loyalty and nondedicated clients of the brand. We can give different plans and offers to the steadfast clients to hold them with Vodafone loyalty.
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TARGETING AREAS In Promotion marketing, targeting postpaid customer by giving free calls services in postpaid circle. Visionary by giving different arrange plans in which they might get inside calling free.
Targeting Students by presenting postpaid connection on zero rentals only for students. (Barnes and Scornavacca 2004)
Positioning: The mobile connectivity should be a business proficiency instrument. To remove stress is to evacuate confusion that the wireless is a costly method of correspondence. It's normal utilization merchandise and is no more an image of status. By promoting, by complexity, includes messages regularly free data, for example traffic movement reports or climate forecast free to the buyer on request. The mixture nature of data and promoting of draw publicizing smears the line between promoting advertising in the free data provided to the customers(Scharl, Dickinger et al. 2005).
Vodafone Branding Evaluation of Vodafone Brand Elements Memorability: Easily recognized Easily recalled
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Brand components might undertake numerous types of importance, with either clear or enticing substance. The brand components of Vodafone have elucidating significance and infer something about the item classification.
Likability: Fun and interesting Rich visual and verbal imagery Aesthetically pleasing
Vodafone utilization its parent brand name in distinctive font and style as their logo and image of guardian brand. Distinctive brands of Vodafone utilization diverse brand components. Brand components of Vodafone are so much agreeable. It is affable particularly to the learned or to the brand loyal individuals.
Transferability: Transferability within and across product category Transferability across geographic boundaries and cultures Transferability implies how advantageous is the brand components for line or classification enlargement. As a rule the less particular the name, the all the more effectively it might be exchanged crosswise over classifications. In that sense Vodafone is solid as far as transferability. Customer has already accepted the product line offered by Vodafone.
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