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Vodafone

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on 15 April 2015

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Transcript of Vodafone

Company Background
Vodafone: a global enterprise 30 years in the making

Did you know:
Vodafone made the first ever mobile call in the UK on 1 January 1985

Today:
438 million mobile customers worldwide
11 million fixed broadband customers worldwide
Operating in around 30 countries
Partnering in over 50 countries
Employing 93,000 people

Interview Summary & Findings
22 People surveyed
32 years average age
42% seen Vodafone ad
Brand Recall
Which single brand name comes to your mind when talking about mobile telecom service provider in general in New Zealand?
Brand Equity
“A powerful brand has high brand equity. Brand equity is the differential effect that knowing the name has on customer response to the product and its marketing”
Brand Knowledge Structure
Recommendations
Short Term
Short-Term
Short-Term
Medium-Term
Current Marketing
19%
(Kotler, Burton, Deans, Brown, & Armstrong, 2013, p. 298)
Which single brand name comes to your mind when talking about mobile telecom service provider in general in New Zealand?
48% of the respondents recalled the brand name Vodafone
What feelings/attitudes best describe the Vodafone brand to you
“I would definitely
recommend

Vodafone to my family and friends. Their service and signal is
reliable

“I know the brand and when I arrived at airport, saw the retail shop and
recognised
it”
Long-Term
Medium-Term
Short-Term
Year 1 Year 2 Year 3 Year 4 Year 5
Customer Service
Social Media
Internet Marketing
Innovation
R&D
Creating Brand Personality
Brand knowledge structure “is the bundle of knowledge consumers hold in memory and use to decide what products they need and which of the available brands they will buy” (Keller, 2013, p. 375)

This knowledge structure allows customers to:
Evaluate risk
Consider alternatives
Recall Brand associations
Scope of Presentation
Evaluate Vodafone’s current brand
Assess sources of brand equity
Limited to Vodafone New Zealand’s customer mobile phone service
33%
48%
I’ve seen both ads, don't really care for them but I think they're funny. Wouldn't make me switch if I wasn't already with Vodafone.
I would switch to Vodafone for a cheaper data plan and maybe more free stuff.
Ads are cool. I like that they sponsor the warriors because I love league. But I've heard their service is temperamental.
Social Media
Customer Service
Internet Marketing
Innovation and R&D
Class Discussion
1. What are some ways in which you would like to see the Vodafone brand engage
you as a customer
?
2. How do you see the
role of social media
in brand building in the future. Do you think it will
completely replace
traditional forms of marketing and brand building?
Customer Based Brand Equity
Full transcript