Vodafone Marketing Strategy free essay sample

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: Brand Image: 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. We will write a custom essay sample on Vodafone Marketing Strategy or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 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 section of society. That suits Vodafone, who needs to appeal to different segments of the market. Beckham’s healthy lifestyle allied to his talent suggests an energy and a controlled passion for life; an image that Vodafone would also like to project for itself. On a football field, Beckham is innovative, creative, exciting; characteristics that Vodafone aspires to. Beckham the family man comes across as caring and empathetic; Vodafone wants people to appreciate that it too understands and cares about what people want and need. Beckham is generally seen as dependable; Vodafone wants to communicate a similar image. The synergy is clear. The campaign Beckham is supporting the campaign to promote Vodafone live! in the UK and in other markets. The UK campaign shows Beckham doing everyday things: a happy, relaxed, competent shopper sending pictures and accepting a message to remember to buy eggs. At the same time he is also clearly demonstrating what Vodafone live! can do. The TV campaign has been a huge success. Many people have seen it and can recall the adverts. The campaign captured the imagination of the press, and many newspapers covered stories about Beckham’s sponsorship deal. Slogans such as ‘Send it like Beckham’ help to further promote the Vodafone message. Beckham’s image is also used on a variety of other customer communications including in-store posters, billboards, in the company’s magazines and catalogues and in leaflets mailed to customers. Market Research High profile campaigns are a gamble. The campaign’s impact has to justify the time, money and effort spent on it. The marketing team must evaluate the campaign’s success. Vodafone UK has asked people across different sectors of society about the campaign, and has analysed their responses. Individuals were asked what they could remember about the campaigns. This is known in the marketing industry as recall. Recall % Another exercise assessed the effectiveness of the poster depicting Beckham being reminded to buy some eggs. People in the survey are shown different Vodafone posters and asked to say which of them they recall in relation to Vodafone live! Clearly, the Beckham poster is far and away the one that is best recalled. Other data has been used to assess the success of the Beckham promotion. Findings from UK Brand Tracking data reveal that the TV campaign has increased awareness of Vodafone with above average efficiency as measured by the Awareness Index, primarily because of the Beckham scenes. People are able to recall and describe the advertisements without prompting. The Beckham campaign has also helped to support Vodafone’s drive for brand migration. Vodafone can help to fulfil its aim to grow successfully by acquiring local companies in markets that Vodafone would like to enter. A good example of this is Vodafone’s purchase of J-Phone in Japan. The initial strategy was to use a dual J-Phone Vodafone logo alongside the powerful image of Beckham to emphasise the relationship between the two companies. The final transition removed the J-Phone logo altogether to a sole focus on Vodafone (Vodafone KK). This strategy warmed J-Phone’s customers to the idea of a global brand replacing a local brand. David Beckham is a popular figure in Japan and helped to smooth the way for the substitution of the global brand in place of the local one. Vodafone India: Conclusion In a highly competitive market, David Beckham is the latest in a number of high profile celebrities and sports personalities that Vodafone has used to promote Vodafone live! Market research and increased sales indicate that using Beckham’s image has been highly effective. Sponsorship using stars involves a partnership between the star and the company, and success depends on both remaining high profile and in the public eye The Beckham campaign is seen in many countries worldwide and reinforces his own image as well as communicating Vodafone’s brand values. Beckham is something of a phenomenon whose star status shows no sign of waning. Vodafone believes that it has gained an important advantage in a highly competitive market place as a result of having such a high profile, admired star attached to its name and its product.

Hewlett-Packard Five Forces Analysis Essay Essays

Hewlett-Packard Five Forces Analysis Essay Essays Hewlett-Packard Five Forces Analysis Essay Paper Hewlett-Packard Five Forces Analysis Essay Paper Hewlett-Packard or HP as normally known is a taking planetary supplier of merchandises. engineerings. package. solutions. and services to single consumers. small-and-medium-sized concern and big endeavors. including clients in the authorities. wellness and instruction sectors as stated in their 2011 10-K Report. HP was founded in 1939 by William R. Hewlett and David Packard ; started its incorporation in California by 1947 and alter it to Delaware in May 1998. Their concern operations are organized in seven sections. but the undermentioned four are the 1s that generate HP’s greatest net incomes and have a considerable market portion: * The Personal System Group: concern and Consumer PCs. Mobile calculating devices and workstation * Servicess: consulting. outsourcing. and engineering services in substructure. applications. and concern procedure domains * The Imaging and Printing Group: inkjet. LaserJet and Commercial printing. printing providers * Enterprise Business: concern merchandises including storage and waiters. endeavor service. package and networking. The other three are besides HP’s concern sections. but they do non hold every bit much relevancy as the three mentioned above. These include: HP package. HP fiscal services. and Corporate Investments. Porter’s Five-Forces Analysis for HP â€Å"To position alteration in the market as an chance to turn ; to utilize our net incomes and our ability to develop and bring forth advanced merchandises. services and solutions that satisfy emerging client demands. HP’s Vision Statement† HP understands that Products Life Cycles are short. and for that ground they must develop new merchandises and services. and heighten their bing 1s to stay efficaciously competitory. They besides realize that their strategic direction is a competitory advantage to future success of the company. Although on a gross footing. HP is the largest company and among the leader in the four concern sections. they acknowledge the competitory environment in each of these sections coming from major corporations that have long-established places. and besides from a big figure of new and quickly growing houses. In order to hold a better apprehension of the company we shall get down by making a thorough analysis of the industry construction that drives competition and profitableness at HP. For this. we will utilize Porter’s Five Competitive Forces Analysis model to find HP’s restraints. growing. and other profitableness drivers that would do us understand more about the engineering industry. 1. Menace of New Entrants Since the engineering industry provides higher net incomes and returns ; it will ensue in pulling many new entrants due to the being of moderate low barriers in the industry. Most companies in the industry have already achieved economic systems of graduated table as a competitory advantage. Some of the factors that new entrants might confront in the industry would be: 1. 1 High Capital Requirement. Technology companies need high capital demands to research and develop new merchandises due to rapid and uninterrupted technological alteration. but these do non forestall competition from come ining the industry. However. in order to bring forth cost efficiencies in order to bring forth net incomes. outsourced fabrication is used and in some instances. third-party OEM’s. Within the imagination and printing section of the concern. there will be much more capital demands since a batch of the parts are more specific to the industry based on their R A ; D degrees and merchandise design. 1. 2 Product Differentiation. The manner HP designed their personal systems and pressmans are geared to be consistent and alone. They have adopted Apples ergonomic keyboard design which some Personal computer makers have non yet done and supply fashionable. customizable forms and designs alone to HP. such as those seen on the dorsum of an HP laptop. This alone consistence helps to retain loyal HP clients and to maintain them on HP merchandise. whether it is a personal computing machine. a pressman. or a camera. New entrants have a changeless demand for engineering betterment to catch the customers’ attending. HP announced recently its desire to come in the package industry. The company realizes that is viing with two large participants who have most of the market portion in the United states: Prophet and Microsoft. this will do it hard for HP to entree this specific industry. These two companies have placed their merchandises and trade name consciousness in the market and they are recognized worldwide. For case the high barrier to entry the market would do HP costs higher to develop a new merchandise and riskier to come in the market in a timely mode. Although HP has customers’ trueness and trade name consciousness. a challenge for HP would be to do its trade name well-known in the really competitory and concentrated package industry. It would be hard for HP have clients dedicated to its trade name. There is presently a strong competition among the established companies that makes it more hard to new entrants to the market. 1. 3 Switch overing Costss. Within the endeavor concern section. there is a high degree of exchanging costs to the companies utilizing HP waiters and package. The decomposition and reintegration of new waiters and package will be expensive to the company utilizing it and puts a barrier on those trying to come in. Since most merchandises are standardize or compatible in the industry. if a new entrant decides to do peripherals entirely for its merchandise line. so consumers’ pockets will endure the downside of it. 1. 4 Supply-side economic systems of graduated table HP ships 48 million Personal computer units yearly and is able to be cost effectual in making custom Personal computer units to single clients every bit good as by supplying standard. low-price units in retail locations and by other distribution agencies. It would be hard for companies to be able to be as cost effectual as HP and still supply the same degree of assortment and customizability in the Personal Systems Group. Furthermore. one out of every three waiters shipped worldwide comes from HP. HP has a big economic system of scale built into endeavor concerns and they provide the substructure necessary for the concern to obtain and keep unafraid information via databases and cloud storage. In other words. they are integrated into other concerns and supply support for their systems including package and proficient support. doing it hard to acquire the endeavor concern to exchange information systems. 2. Menace of Substitute Merchandises The menace of replacement products/services is average. There is moderate low menace of replacement products/services in six out of seven concern sections. In the Personal Systems Group. the biggest menace to consumer Personal computers is the tablet and cell phones. More specifically. they are the biggest replacement for any portable electronic device. capable of making everything a notebook can make and more. The creative activity of the tablet and the usage of cell phones to look into electronic mail and entree the web are get downing to make state of affairss where notebooks are going less and less used since the information needed can be easy pulled up on a phone or tablet. HP has created tablets every bit good. but utilizing their ain package that is 5 or more old ages behind those who presently dominate the tablet market. What makes Apple and Google tablets more resourceful is that even after the fact the consumer will hold to pass clip acquiring used to a full touch screen show and other boring exchanging ordeals. is the simpleness behind the usage of applications by which the consumer can form specific tools of their day-to-day life behind a thin piece of glass and metal. Even though there are significantly low menaces in the other concern sections. the overall menace should be considered medium because the creative activity of the tablet being used on popular and specific package can drive the other sections down when concerns look to utilize package and potentially even hardware for their concern public-service corporations. 3. Dickering Power of Customers – Work In Progress Product Differentiation should be a competitory advantage for HP. since this will impact chiefly the bargaining power of purchasers. HP is one of a smattering of technological companies with an extended portfolio of concerns crossing Personal Computing to Imaging and Printing and Technology Solutions/Software which makes their client base. both current and future. really big. Unlike many of HP’s rivals. HP must apportion resources across their portfolio while viing with companies that specialize in one or more of the same merchandise lines ensuing in less investing in certain sections than rivals. The subsequent consequence of decreasing investings in certain sections is the lowering of monetary values of many merchandises and services to remain competitory particularly in the personal computer science section. Because there are so many participants in the personal computer science sphere whom are all competing for larger parts of market portion. they are willing to cut down their gross borders and cut costs which increase the competitory monetary value force per unit area. For many personal computer science companies. cutting cost is easy due to the fact that they chiefly are focused on cost effectivity. while HP focuses on invention. With a focal point on invention there comes research and development and its related costs. HP spends a proportionally greater sum on research and development ( $ 3. 2 billion in 2011 ) than some of its rivals. therefore increasing its cost construction. which consequences in unfavourable monetary value points for clients. The effect is a client base willing to buy from a rival. Because of the broad array of rivals using. more or less. the same package. it becomes a Numberss game and consumers tend to be highly monetary value medium. 4. Dickering Power of Suppliers- Work in Process HP depends on third-party providers for constituents. merchandises and services. The company’s ability to function its client at a competitory monetary value depends on its suppliers’ ability to present sufficient measures of quality constituents. merchandises and services at sensible monetary values in clip to run into agendas. The company’s broad assortment of systems. merchandises and services require it to beginning from the big figure of providers and contract makers that are dispersed across the Earth. and the long lead times that are required to fabricate. assemble and present certain constituents and merchandises. There could be other provider jobs that the company may confront including component deficits. extra supply. hazards related to the footings of contracts with providers. hazards associated with contingent workers. and hazards related to its relationships with individual beginning providers. An illustration of a provider with strong bargaining power would be Intel. HP would be in a really hard place since most PC’s proprietors prefer Intel trade name as their chief processor. This would set HP in a weak place and this is the chief ground why others in the concern have their ruin by non holding a weak power of bargaining among providers like Intel. For case. replacing a individual beginning provider may detain production of some merchandises as replacing providers ab initio may be capable to capacity restraints or other end product restrictions. For some constituents. such as customized constituents and some of the processors that HP obtains from Intel. alternate beginnings may non be or those alternate beginnings may be unable to bring forth the measures of those constituents necessary to fulfill the company’s production demands. In add-on. the company sometimes purchases constituents from individual beginning providers under short-run understandings that contain favourable pricing and other footings. but that may be one-sidedly modified or terminated by the provider with limited notice and with small or no punishment. Dependence on third-party providers exposes the company to put on the line associated with its ability to pull off providers decently. The company’s inability to pull off providers decently may impact its operating public presentation and trade name value. 5. Competitive Rivalry within an Industry The strength of competition in the engineering industry is great due to the great figure of participants in the market. HP competes on the footing of monetary value. quality. trade name. engineering. repute. distributions and scope of merchandise. HP challengers are well-known established companies that are really aggressive in all countries of their concern activities: * HP competes straight with Toshiba. Lenovo Group and Aver in the personal system group concern section. * In term of endeavor waiter and storage. IBM is the biggest rival. * Canon USA. Lexmark International. Xerox corporate. and Samsung are rivals in imaging and publishing countries. * In add-on. HP besides faced the competition from re-manufacturers such as Lexmark. HP merchandise life‘s rhythm are short. therefore it must stay competitory by developing new merchandises and services sporadically. HP‘s competitory advantages include its wide merchandise portfolio. its’ invention and research and de velopment capablenesss. its’ ability to cross-sell its’ portfolio of offerings and the handiness of broad-based distribution of merchandises from retail and commercial channels to direct gross revenues.