Marketing can have a seductive pull. It is incredibly easy to “go off the deep end” in marketing directions that are easy and feel good, but does the company little good. Image marketing, while it may vastly increase the “warm and fuzzies,” will not do anything for the customer’s understanding of the products.
If a competitor does substance marketing and the other company is on marketing of image, then the company can lose. Feature marketing will tell the customers about the product functionality, but will not actually explain to them why they should want to buy. And in reality, there is absolutely no credibility in making meaningless claims like the “world’s greatest” or “the world’s best.”
Today, the increasing availability of multimedia content is bringing up big opportunities for more sophisticated forms of advertising. There are now various kinds of advertising being tested with 3G services (Mobile advertising and marketing: Market analysis and forecasts 2006-2011).
The evolution of the mobile phone is a product of the globalization of the world economy. About a decade ago, the mobile phone’s function is limited to a communication tool utilized by individuals who are always on the move.
Today, with the fast paced lifestyle and demands of our professional life, the mobile phone has transcended its conventional use and is perceived as an indispensable commodity. The development of the mobile phone is seen with the variety of functions where it can send and receive emails, record sounds, document events, take pictures and at times function as a personal computer (Wikipedia).
The Term Paper on Koreas Development Of Mobile Phone Industry part 1
... try to persuade Asian mobile phone companies to convert from GSM ... and further open the product market are planned. Rapid ... mobile phones components made domestically. This gives the industry an opportunity to overcome the worlds leading mobile ... Mobile Phone/Palmtop Device, from Wired, Issue: Nov 28, 2001 Joe Stephenson, Samsung Leads Koreas Charge into Cell Phone Chips.(Company Business and Marketing), ...
I.Vodafone “Our vision is to be the world’s mobile communications leader enriching our customer’s lives through the unique power of mobile communications.” (Vodafone Group Public Limited Company).
This sums up Vodafone’s mission and vision. Vodafone is a multinational mobile phone operator situated in Newbury, Bershire, United Kingdom and Dusseldorf, Germany. It is considered as the largest mobile telecommunications network company in the world. It has equity interests in 28 countries and Partner Networks in 14 other countries. (Wikipedia).
There are six countries where it has more than ten million proportionate customers. These are Germany, United States, Italy, United Kingdom, Japan and Spain. (Wikipedia).
The mobile phone has become a reflection of the owner’s character, fashion sense, status symbol and personal preference. According to higher management,” This has been another successful year for Vodafone.” The company lays down all the rosy figures that state it plain and simple, “We closed the year with nearly 155 million proportionate customers, having generated £7.8 billion of free cash flow from £12.7 billion of operating cash flow. Cash shareholder returns increased to £6 billion as we doubled the dividend and purchased £4 billion of our shares.” (Vodafone Group Public Limited Company).
In the real world, everything has a cost, and one of the greatest strengths of mobile communications is low cost. The information superhighway concept envisions the extension of digital networks into homes across the country. Telephone and cable TV companies are vying for the right to bring this service to every home. However, the economics are very complex, and the current media hype has extrapolated the possibilities way beyond what can actually happen. It will happen, but not until the cost vs. performance of networking is advanced by several orders of magnitude.
The Essay on How and why customer groups are targeted
Gillette mach 3 turbo razor The Gillette mach 3 turbo razor is aimed at men age between around 17 upwards. The mach 3 turbo razor is essentially a razor for shaving hair off men’s faces, so any man who wants a clean shaven face is targeted by Gillette. Xbox one Microsoft have marketed the Xbox one as more than just a game console but a multi-media centre to attract a bigger target audience than ...
Marketing Strategies
Vodafone outlined six strategic goals that were designed to ensure the provision of more value to customers and shareholders alike. They have even made more visible progress as Vodafone launch of the 3G and implementation of the One Vodafone programme. For Vodafone, there is a “full roll-out of consumer 3G offering across 13 markets.” (Vodafone Group Public Limited Company).
This move alone provides a good stepping stone in the 3G strategy which follows quite strategically the success of the Vodafone Mobile Connect 3G/GPRS data card introduced in February last year.
Thus, the enhancements that 3G bring will enable them to “build on the success we have achieved with Vodafone live. Since the service started in October 2002.” (Vodafone Group Public Limited Company).
Today, Vodafone has almost 31 million active Vodafone live users and a total of 2.4 million 3G devices registered on their networks.
It is thus, evident that Vodafone management is always on the look out for every item of information that comes their way. They are receptive to everything even if the source is untraditional and the facts are controversial. This attitude toward information enables individuals and the organization to increase their options. They are more likely to come upon a crucial idea than someone with a closed mind. Being aware of and taking advantage of information’s impact on business depends on this receptivity. That is why when specific customer needs cropped up; Vodafone is quick to respond to the need.
“The most recent examples of this approach have been the launch of Vodafone Simply, which caters to those customers who want an uncomplicated and straight-forward mobile experience, as well as the simplification of roaming tariffs with the introduction of Vodafone Travel Promise.” (Vodafone Group Public Limited Company).
