Sponsorship and the marketing mix

SPONSORSHIP AND THE MARKETING

MIX

A Vodafone UK case study

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

MARKETING MIX

Product

Play

Games

Ring tones

Travelling

Billing Sporting events

Chat

Video messages

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

THE CAMPAIGN

“Send it like Beckham”

MARKET RESEARCH

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.

THANK YOU….!!!

Presented By –

Pooja Walke