Sponsorship and the marketing mix
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Transcript of Sponsorship and the marketing mix
This case study concentrates
on how the promotion using
high profile sports stars can
help to keep a leading brand
at the forefront of public
awareness.
INTRODUCTION
Vodafone is a British multinational telecommunications company headquartered in London, United Kingdom.
It is the world's second-largest mobile telecommunications company.
It had 439 million subscribers as of December 2011.
Vodafone owns and operates networks in over 30 countries and has partner networks in over 40 additional countries.
The evolution of 'Vodafone' brand starts in 1982 with the establishment of 'Racal Strategic Radio Ltd' subsidiary of Racal Electronics plc - UK's largest maker of military radio technology
Place:
•Vodafone UK operates over 300
of its own stores.
•It also sells through
independent retailers e.g.
Carphone Warehouse.
•People are on hand to ensure
customers’ needs are matched
with the
right product and to explain the
different options available.
Price
•Vodafone wants to make its services
accessible to..
Young people
Old people
Business Executives
•It offers various pricing structures to suit
different customer groups.
•Monthly price plans are available as well
as prepay options.
•Vodafone’s latest tariff, the Red plan,
includes unlimited free calls, texts and
1GB of data which it says similar deals
from competitors.
VODAFONE AND DAVID BECKHAM
More than
a footballer
A fashion
icon
Appeals to
female
Caring and
empathetic
family man
On a football field
Beckham is innovative,
creative, exciting;
characteristics that
Vodafone aspires to.
Dependable
Appeals to
global
football/sp
orts
audience
BRAND MIGRATION
The Beckham campaign has also helped to
support Vodafone’s drive for brand migration
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 emphasize 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.
CONCLUSION
Market research and increased sales indicate that using Beckham’s image has been highly effective.
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.