Vodafone Marketing strategy
Introduction: Vodafone is a leading telecommunications player with operations in Europe and Asia Pacific mainly. Based upon the number of mobile customers, India is its largest market with more than 223 million customers of Vodafone’s mobile services. Headquartered in UK, Voda has operations in 25 countries. However, in several more markets, it has formed partnerships with local operators. It also provides 4G roaming coverage in 144 markets. Moreover, the brand has focused on growing its range of services for both individuals and enterprise customers since the data related needs of consumers have grown fast. Vodafone is working on strengthening its core advantages. It invested more than €81Bn in past five years to make its business model stronger. Growing competition in the telecom industry internationally and fight for market share has forced brands to grow their focus upon marketing and user engagement. While Vodafone has created strong brand recognition internationally, the need for superior user engagement has grown in order to to reduce customer churn rate. The company has reinvented its marketing strategy recently and following are its major pillars. Superior Customer Experience and Customer Engagement Customer experience has become key to great marketing in the twenty first century. All major technology brands and in other industries too, companies are investing more in understanding and providing superior customer experience. To make it a core pillar of its marketing strategy, Vodafone started a new programme called CXX or Customer experience excellence. The focus of this programme is to offer a differentiated customer experience which will further strengthen the leadership position Vodafone has built. Moreover, to make this program a success, Vodafone has linked the related KPIs with employee bonuses. CXX will focus upon customer convenience as well as service quality. There are around 417.1 million customers of Vodafone’s mobile services in Europe and around 118.7 million customers in AMAP(Africa, Middle East and Asia Pacific). Focusing upon user convenience will help it reduce the churn rate and increase loyalty. Higher Focus on Digitization Digital technology will play a core role in the marketing strategy of Vodafone and not just in terms of marketing and promotions but also in terms of access and delivery of services. The Digital Vodafone programme is an extension of the CXX programme whose aim is to deliver the most engaging digital experience for Vodafone users blending its digital and physical assets to offer personal, instant and easy interactions. Voda intends to grow its use of data analytics for designing more personalized experiences for individual users. In future, its My Vodafone app and digital marketing channels will also become the main customer acquisition and management platforms. Voda will invest in cloud and other technologies to digitize its operations. By providing more personalized experiences through its digital marketing and service channels, the company aims to achieve higher user engagement and reduce the churn rate. Driving Loyalty Through Rewards Rewards are a great tool for promotions as well as driving customer loyalty. Vodafone intends to grow the use of loyalty programs and rewards to achieve higher loyalty and grow its market share. It has already implemented the loyalty and reward programmes in 18 key markets. These rewards are accessible through Vodafone’s app and website in 14 markets. Moreover, to make redemption a fun experience, it introduced ‘Shake’. All customers have to do is to shake their phone to redeem the reward points. Simultaneously, the company is working on introducing more relevant and real time rewards for Vodafone users. Consistent Branding and Advertising Vodafone is also recognized as a great marketer which has successfully engaged its users through its promotional activities. Its focus has remained on creating the image of a customer friendly brand. Whether it is the zoozoo ads or other advertisements, the engagement level of its promotional activities has remained high. The zoozoo ads were specifically very popular and became a social media sensation. In sports season too, Vodafone uses these zoozoo ads to drive user engagement and brand recall. The zoozoos are funny characters with egg like bellies. While they entertain well, they also engage like nothing else. Vodafone is creating a customer centric image and that will require it to focus upon all aspects of marketing including promotions, user engagement and most importantly customer experience. More: Vodafone Business Profile
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Tencent is a Chinese internet technology firm. It has its headquarters in shenzhen. The company has released several internet based products and services. The company mainly targets the Chinese users. Its social media networks and messaging apps have a very large base of active users. It is why the company has acquired global fame within a limited period of time. Tencent earns its revenue from its VAS business and online advertising. In 2018,its revenue was RMB 312,694 million. Following are the leading products and services by Tencent:
Social media & messaging products: QQ is an instant messaging platform for Personal computer and mobile. the platform became an instant favourite of Chinese youth due to its excellent features. Apart from text messaging, users can share videos images and stickers. In 2018, the number of QQ Monthly active users was around 807 million. It also offers a related payment service called QQ wallet. Weixin/WeChat - Weixin/Wechat was launched in 2011 and since then it has continued to engage users with its several innovative features. It offers an integration of instant messaging and social entertainment. Apart from real time interactions the users can also make video calls and share photos. By the end of 2018, the number of Weixin/Wechat Monthly Active users had climbed to around 1098 million. Qzone Qzone was created in 2005 and is the largest social networking platform in China. Apart from uploading photos and sharing videos, users can also play games on Qzone. The number of monthly Active users of Qzone in 2017 was around 563 million. Other products: Tenpay:- Tenpay by Tencent is the second largest online payment platform in China. QQ Wallet:- QQ wallet is a mobile payment product by Tencent that integrates several payment options like bank card payment, QR code payment and NFC payment. Tencent Games:- Tencent games is the largest gaming platform of China which offers a large collection of variety of games. The company is working on making the platform as much engaging and fun for its users as possible. Apart from these main products, the company also offers several more products and services including Tencent music, Tencent classroom and a large number of other utilities and AI platforms.
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AuthorAbhijeet Pratap Archives
October 2021
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