ALTOGETHER (2)

Table of Contents
1. Introduction 4
2. Macro Environment
2.1 PEST/STEEPLE 5
3. Micro Environment
3.1 Online Marketplace Environment 6
3.2 Competitor Analysis
3.2.1 Identifying Competitors 7
3.2.2 Competitive Advantages 8
3.2.3 Competitor Comparison 11
3.3 Benchmarking 11
3.4 Company Analysis
3.4.1 Online Business Models 12
3.4.2 Revenue Model 13
3.4.3 Website 14
3.5 Customer Analysis
3.5.1 Customer Online Presence 14
3.5.2 SWOT Analysis 16
3.5.3 Customer Journey 17
3.5.4 Online Consumer Behaviour, Needs & Trends 18
3.5.5 Consumer Persona 19
3.5.6 Focus Group 21
4. Segmentation
4.1 Analysis of Segmentation 23
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5. Targeting
5.1 Existing Consumers 24
5.2 New Consumers 24
6. Positioning 25
7. Big Idea 27
7.1 Traffic Building Strategy 32
7.2 Place
7.2.1 Partnerships 33
7.2.2 Affiliates 33
7.3 Online Brand Reputation 34
8. Metrics 34
9. Conclusion 36
10. Minutes 37
11. Bibliography 43
12. Appendix 44
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1 Introduction
This report provides an analysis on Vodafone in the current market and
revealing the best option on how to gain a bigger portion of the millennial
sector (16-24 year olds). Vodafone currently does not lead in the
millennial consumer demographic as the majority of their consumers are
25+.
The aim of this project is to boost millennial engagement with the brand
and attract millennials to join Vodafone. Vodafone acknowledge that
‘consideration’ is strong at millennial level for the brand but they see that
in comparison the competitors the young, fun brand is challenged. With
this in mind we have designed a marketing plan to target the millennial
market to acquire new youth customers, while appealing to the current
customers of Vodafone to retain them as well. We hope this will create a
more approachable fun brand perception.
We wanted to gain an insight into customers’ perceptions of Vodafone
and what customers want in a mobile network provider and this lead to
our idea.
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2 Macro Environment
2.1 PEST/STEEPLE
Social
The culture of a community or region and the local language and beliefs can radically
affect the users of a web service. Vodafone don't have any restrictions age wise and
culturally Vodafone are in 21 countries and partner networks in over 40 additional
countries.
Economic
The market changed considerably in 2014 when 3 mobile bought O2 and thus gained
roughly 33% of the market, leaving Vodafone with 25%. There is also a new network
provider iD and it hopes to gain 6% of the market within the next five years.
Technology
Vodafone have adapted to the growing technological age and created an app which can
be downloaded on various devices. Vodafone have also accomplished great wireless
technology with providing 3G. On top of this, they have launched 4G and is constantly
trying to improve and now has the largest 4G network in Ireland.
Legal
Laws in this country regulate all businesses e.g. The Sale of Goods Act 1980 stating
all products must be fit for the purpose they are intended. A mobile phone must
therefore work. Vodafone goes beyond government regulation, working with its
competitors in self-regulation. However to retain its leading position in the industry
Vodafone believes it must exceed both legal regulations and industry self-regulation.
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Political
Government policies have huge impact on Vodafone for example EU roaming charges,
labour laws and tax policies.
The “Code of Practice for the responsible and secure use of mobile services”
establishes the standards which mobile operators will adhere to on issues such as
parental controls for minor’s access to mobile services.
3 Micro Environment
3.1 Online Marketplace Environment
This gives us an overall analysis of Vodafone’s current online market such as how
consumers travel to their website and what they’re doing online.
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3.2 Competitor Analysis
3.2.1 Identifying Competitors
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3.2.2 Competitive Advantages
The competitive advantage shows all the different mobile phone companies in the
market today and how much of the current market they each have.
Fixed Retail Revenue Market Shares
This graph shows the percentage of the main fixed companies in Ireland in relation to
its market share. Eircom had the highest retail revenue share in the fixed retail market
with 46.4% market share. UPC had 13.2%, followed by Vodafone (fixed only) with
13.1%, BT (6.4%), Sky Ireland (3.0%) and Verizon (2.7%). Other OAOs accounted
for the remaining 15.1%.
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Market share by Revenue
Vodafone’s market share remains highest at 42.3% followed by Three Group at
35.3%. Eircom Group Mobile’s market share is the next largest at 18.9% followed by
Tesco and OAOs at 2.4% and 1.1% respectively.
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Market Share - Number Business Subscriptions/Number of M2M Subscriptions
In Q4 2014 the Three Group had the largest market share of M2M subscriptions at
54.3% followed by Vodafone with 38.8% market share. Eircom Group Mobile had the
remaining 6.9% of M2M subscriptions. Vodafone had the largest market share in
terms of business subscriptions (47.6%) followed by Three Group (46.0%) and Eircom
Group Mobile (6.4%). OAOs accounted for the remaining 0.1%.
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3.2.3 Competitor Comparison
3.3 Benchmarking
Benchmarking is a way different strategies are measured in comparison to other
companies. As Vodafone’s share in the millennial market isn't as strong as its
competitors, we need to look at what Three and Meteor are doing right. They both
continue to have ties with popular companies/brands such as Meteor’s 2 for 1 dining in
restaurants nationwide. Three also offers its customers presale tickets to the 3Arena
and discounted meals at McDonalds and many more offers. This is what Vodafone
need to work on, millennials like free prizes/offers and giveaways. In looking at
Vodafone’s competitors they need to realise that they should take this idea and adapt it
however they think will be most beneficial.
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3.4 Company Analysis
3.4.1 Online Business Models
Vodafone Cloud: it is a secure online service that allows you to back up your favourite
content including photos, videos, music and other documents. You can choose to have
your content backed up automatically or you can manually select the files you'd like to
upload.
You can also access your content from multiple devices including smartphones, tablets,
PCs and Mac computers.
My Vodafone:on the website. By signing in to My Account you can:
- Send a web text
- Unlock your phone
- Get the My Vodafone App
- Check costs
- View my bill
- Pay my bill
- Check for an upgrade
- Pay as you go (top up, recharge your credit, check the cherry points or register
for free credit).
Take control of your account with the My Vodafone App.
With the My Vodafone App, you can keep track of your account on the go. Check your
usage and details, your upgrade eligibility and even send a webtext. My Vodafone app
allows you to track your account like on the Vodafone website but with your
smartphone.
Whether you're a bill pay or a pay as you go customer, you can download the app for
your iPhone or Android smartphone.
You'll need to register for My Vodafone first. Once you've registered, download the
app from the iTunes app store or Google Play store. When your download is complete,
simply enter your mobile number and My Vodafone password.
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3.4.2 Revenue Model

1. Sell sponsorships links with Vodafone’s partners, advertise products and
services.
2. Selling in app advertising depending on
consumer interests.
3. Creates strong partners.
4. Affiliate revenue - sign ups due to an advert on a
famous blog.
5. You can purchase products on the app such as
phones, credit and accessories.
6. Through social media you have access to a wide
range of possible consumers.
Vodafone generate service revenue, through the supply of communications services
over our networks. Around two-thirds is under contracts with the remainder from
customers buying services on a ‘pay as you go’ (or prepaid) basis.
● Vodafone Ireland has said its revenues for the year to the end of March 2015
fell by 2.6% to €935.8m on the back of increased competition and a fall in
inter-operator revenues. Its enterprise revenues rose by 4% year-on-year, on
the back of new contracts with a number of big companies, including Ryanair.
● The company's total Irish customer base stood at 2.3 million at the end of
March, of which 2 million were mobile customers.
● Its fixed-line and broadband customer base grew by 25,700 year on year to
282,300 - an increase of 10%.
● It noted that customers with smartphones increased by 127,800 year-on-year
to 1.3 million and mobile data increased by 77% in the twelve month period.

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Vodafone said that their three themes for 2015 were data, enterprise and emerging
markets. 60% of mobile revenue comes from its contracts that bundle data and
voice/texts together. Vodafone has said it will ‘build, borrow or buy’ the fixed line
infrastructure to provide unified communication. Geographically, Vodafone has
reorganised to combine its Northern and Southern Europe divisions which makes a
cleaner distinction between developed and emerging markets. Vodafone is market
leader in both Germany and Italy. Around 30% of revenues come from emerging
markets, but the vastly greater number of customers points to the growth potential.
And in this case the emerging market in the millennial market.
3.4.3 Website

Vodafone’s search engine optimisation is very good when you purely search for their
website but when you google search “mobile networks Ireland” Vodafone doesn’t
appear. Tesco mobile were third ranking on that search with no sign of Vodafone or
Meteor etc.. Vodafone pay per click on these sponsored ads but this works to their
advantage.
Vodafone are ranked 105 in Ireland based on pageviews and visitors. (Vodafone’s
bounce rates of 48.10% show the amount of people only clicking into one page and
then leaving with only an average pageviews per visitor at 4.10 and average time
spent on their website at only 3.31 minutes.)
3.5 Customer Analysis
3.5.1 Consumer Online Presence
Vodafone’s most recent campaigns took consumers by storm and created a huge
amount of positive user generated content. People thought Piggy Sue was adorable
and emotional as is the Dear Santa campaign running at the moment and both
commercials tug on your heartstrings.
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Vodafone have adopted many social media channels such as Facebook and twitter.
This is to enable Vodafone to target consumers and interact with them as well.
Individuals can express how they really feel about Vodafone products and services on
their social media platforms and utilise this to publicise their opinions. This is the type
of public relations that Vodafone cannot control and certain views and especially
negative ones could spiral out of control. From a consumer perspective the user
generated information is more trusted as its unbiased and its true information/reviews.
This user generated information is where Vodafone gain insights into consumers and
can help Vodafone to develop more effective strategies.
Vodafone should be paying a more active role in their customer care and response
times on social media as this is where a lot of consumers will try to reach them. They
have a lot of negative reviews and posts of their Facebook page and this does influence
people researching Vodafone as a potential network to switch to and existing
customers and whether they have brand loyalty with Vodafone.
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3.5.3 Customer Journey
Vodafone aims to provide their customer with the best possible service.
The customer journey maps out the journey from the moment the consumer engages
with the brand to the final sale to the ways they communicate with their customers.
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3.5.4 Online Consumer Behaviour, Needs & Trends
Vodafone consumers are undertaking an increasingly wide range of activities on their
mobile phones, with social networking and apps among the categories seeing the
fastest growth usage.
Vodafone tries to ensure that customers’ needs are at the core of all products and
services. Understanding these needs and continuing to serve them is key to Vodafone’s
customer strategy.
Customers
Vodafone has around 302.6 million mobile customers across the globe. The Group
seeks to use its understanding of customers to deliver relevance and value and
communicate on an individual, household, community or business level. In delivering
solutions that meet customers’ changing needs in a manner that is easy to access and is
available when required, Vodafone aims to build a longer and deeper customer
relationship.
Vodafone uses brilliant measurement system called “customer delight” to monitor and
drive customer satisfaction in the Group’s controlled markets at a local and global
level. This is a diagnostic system which tracks client’s happiness across all points of
interaction with Vodafone and identifies the drivers of customer delight and their
relative impact. Information's are used to recognize any areas for improvement and
focus.
Behaviour
The customer barometer allows us to look at different activities consumers do daily.
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3.5.5 Consumer Persona

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Video consumer persona
(Screenshots of the video persona)
Our video persona shows the type of customer we believe vodafone have and hope to
have. The video started off who Vodafone want more of which is the millennials, that
young fun consumer who is always on social media. This then progressed to students
in college then the more corporate, professional consumer. This video was a collection
of clips and images relevant to the Vodafone customer with current music in the
background and something all the clips have in common is that all the people in them
all want to capture the moment on their phones. This common feature is key as social
media is the best way to contact a consumer.
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3.5.6 Focus Group
We held a focus group to gain insights into people's opinions and perceptions of
Vodafone.
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4 Segmentation
Segmentation is strategy involving splitting up a broad target market into subgroups.
In order to understand Vodafones consumers we will look at how Vodafone is
segmented into demographics, behavioral, geographic and psychographic.
4.1 Analysis of Segmentation
Demographics
Vodafone segment their market by age e.g. 16-24, 25-35 etc. They have a percentage
of the 25-35 year old segment and continue to grow their millennial market.
Behavioural
They use usage occasion for Christmas time and their summertime comedy festival
which is an attempt to attract both younger and older consumers. They encouraged
usage rate by creating an app and the cherry points scheme.
Geographic
There is specific geographic area in which Vodafone target, they are available all over
the country and online. there online market broadens their market even further.
Psychographic
They are attracting their main audience by TV commercials and print campaigns.
They are using emotional tie to connect the customer to the brand.
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5 Targeting
5.1 Existing Consumers
Vodafone is currently perceived as an “older brand” targeting at the more corporate or
older generation as seen from their advertisements.
Out of all of Vodafone’s customers 9.39% of them are PAYG millennials. The
millennials account for more PAYG customers compared to bill pay accounting for only
5.09%.
5.2 New Consumers
The Millennial Consumer
To gain more of a youth market share, Vodafone need to be more customer centric
around millennials. In order to do this they should have a much bigger online presence
on social media such as snapchat, twitter, Instagram and Facebook. They also need a
bigger presence in person for example on college campuses and on the street
advertising and more importantly engaging with millennial consumers.
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6 Positioning
Market Modification
• Vodafone offers home and mobile broadband in addition to PAYG and Bill Pay
phone contracts
• Vodafone maintains a strong presence within the young professional/corporate
sector with tailored Vodafone RED Business plans
• Vodafone’s Stay Mobile Insurance covers customers against damage, theft or
loss of their mobile device
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Marketing Mix Modifications
• Vodafone Cherry Points rewards existing customers with incentives such as top
up’s, cinema tickets, additional data, Spotify premium and family days out.
However this isn’t heavily promoted by Vodafone
Product Modification
• Vodafone recently launched its 4G network within Ireland and is the only
operator to offer clearer calls with HD Voice. 4G is up to ten times faster than
standard 3G
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7 Big Idea
‘POWER UP’S, POWER TO YOU’

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The Break Down
● To get the ball rolling on this plan, Vodafone will have to tackle colleges,
universities, social media and create a buzz in store and on the streets.
● We oppose the use of snapchat to be the number one platform for attracting
millennials.
● This campaign will begin by Vodafone offering freebies or prizes to millennials
in colleges and universities.
● To avail of theses freebies or the chance to win a prize, they will have to add
the Vodafone Snapchat.
● Once the snapchat is added they will get the freebie or be entered in the
competition. The aim here is to give every person something free for adding the
snapchat.
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● This is meant to be a fun and interactive process. Other forms of social media
like Facebook, Instagram and Twitter will be used to promote the snapchat
profile to encourage millennials to add Vodafone’s snapchat account.
● Vodafone should make the most of this snapchat account and use it to promote
plans/phones/offers and merchandise in store and also some snaps of what is
happening behind the scenes within Vodafone.
● Our idea requires a big snapchat campaign, a successful snapchat needs to be
100% interactive and current.
● Vodafone will then launch a citywide (city by city, Dublin, Cork, Limerick,
Galway) treasure hunt.
● This is aimed directly at millennials so QR codes will be hidden in youth
hotspots, example- Night Clubs, Bars, burrito bars, cafes, college campuses, the
Luas, Dublin bus, Shopping centers and other youth centric locations.
● Hints and clues on where to find the QR codes will be sent out via the
Vodafone’s snapchat story.
● To claim the amazing prizes the winner must switch to Vodafone; encourage
the switch by promoting the app and new virtual card perks and benefits
● The virtual card on the app has a life span of four and a half years, the perks
and benefits of these virtual cards are to retain customers and change the youth
perception of Vodafone to young, fun, trendy.
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The Virtual Cards
The cards will work on a ladder system, as in you will receive the bronze card first,
then after 12 months you get the silver card, then after another 18 months you get the
gold card and finally after another 24 months you can be the platinum customer and
get that card. You will also get an anniversary present each year to commemorate
when you joined.
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Anniversary present :
For each year of loyalty, Vodafone promises its customers an anniversary gift. The
gifts are varied and get bigger every year. Examples are Spotify Premium, selfie
sticks, phone cases or data.

Micro site/app:
A “Power-Up” microsite will be developed linking from the Vodafone parent website.
It will have a separate URL and not share the domain credit of the parent website in
order to better benefit customers who are searching to check their virtual card status
and power-up’s of the month. Keywords used for the microsites SEO should be unique
from Vodafone’s website. Essentially operating as its own webpage as far as rankings
are concerned yet it should be linked on Vodafone.ie for easier access and maximum
exposure
Although Vodafone will keep their current branding, the microsite should have unique
content from the parent site in order to keep it relevant to the “Power-Up” campaign.
Like its millennial consumers it should be fun and engaging but yet simplistic to use so
as to instantly allow consumers to check their monthly offers with ease.
A separate page would be added to the parent Vodafone app solely for the “PowerUp”
campaign. We regard this app as an" engagement tool", allowing users an alternative
to the microsite to check their power up’s on the go as well as their virtual card status.
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7.1 Traffic Building Strategy
We want to interact with the consumer so much more on social media to build traffic
on outlets like Snapchat, Instagram, Facebook and Twitter. We will get consumers
using the hashtag ‘PowerUps’ by getting them to take a picture of them using their
discount or doing a certain kind of activities and so on. Also on each of the social media
accounts there would be links to the website and a constant reminder to check out the
latest news and updates on the micro site.
Twitter:
The plan with Vodafone Ireland and Twitter would be to have the maximum visibility
on Twitter thanks to the Hashtag “PowerUp”. To reach this visibility a contest will be
take place.
Twitter competitions will be held like the first 50 customers who were the most active
on Twitter while using the hashtag “PowerUp” will have the chance to go up to the
Silver Card only 6 months after being with Vodafone.
Snapchat:
Another big trend on the social media is Snapchat. Snapchat is the third most popular
social app among 18-34-year-olds and is so important that we utilise it. They need to
be posting snapchat stories constantly and running competition over snapchat and
continually be engaging with the consumer. We would be using Snapchat for the first
part of our idea to engage the consumer with Vodafone and for the treasure hunt.
Facebook:
Vodafone should be posting more about their current offers and campaigns and with
our ‘PowerUp’ we would make sure that it is being seen on facebook by getting more
followers.
We want to ensure that customer service is at it’s best as well so to ensure that queries
are responded to quickly and efficiently, therefore more people might tweet positively
and driving more people to the website.
Instagram:
Instead of just using Vodafone’s Instagram for their comedy festival we want use
Instagram to promote out ‘Power Ups’ and as well get people hash tagging it.
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7.2 Place
7.2.1 Partnerships
We propose that Vodafone partner up with various companies/businesses that the
millennial market would identify with and would use regularly to gain more of this
market i.e. cinemas, Dicey’s nightclub, Dublin bus, coffee shops, airlines and concert
venues.
The idea is that the offers would get better each card so with the bronze card you could
get a pair of cinema tickets per month with the Savoy cinema or free entry into a
nightclub like Dicey’s. Also Vodafone could partner up with a popular coffee shop like
Starbucks as its well known that Millennials like their coffee!
We would also partner up with restaurants and hotels/spa resorts. And finally airlines
such as Ryanair/Aer Lingus.
7.2.2 Affiliates
We want to get bloggers and vloggers to advertise this campaign and get them to
promote Vodafone. They will be able to have the link to the micro site on the Vodafone
website on their page. Vodafone’s affiliate program allows you to advertise Vodafone
on your site.
Vodafone supply links to their website so visitors of your site can click through to
theirs. If that customer is new to Vodafone and signs up to our program, buys a phone,
mobile data or SIM only bundle within 30 days of clicking through from your site,
you’ll earn commission.

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7.3 Online Brand Reputation
We want to promote Vodafone in a positive light and advertise this as Vodafone at the
moment has a slightly negative brand perception.
We also want to ensure that the customer service is hugely improved so if someone
posts with a query it will be responded to as soon as possible to ensure happy
customers.
8 Metrics
The analysis show that 75% people use smartphone in Ireland. The average person
within our target audience spends 90 minutes on their phone.
Usage of Smartphone in Ireland 2015
Nowadays, Vodafone’s current app is not a very popular way to make the company
interact with their customers. Approximately, consumers spend 3:56 minutes on
Vodafone website. Because ‘Powerups’ will be an option on the Vodafone App, this
will encourage consumers to engage with the app by driving their Vodafone user
status.
Vodafone’s new app can track their consumers involvement and measure the
engagement of users on social media which is a key to estimate their loyalty in relation
to their Silver, Bronze, Gold or Platinum card status.
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Ideally users will consistently interact with ‘PowerUp’ throughout a day to find out
information about events, discounts, and rewards available.
According to Alexa Traffic Rank Vodafone receives about 35,250 unique visitors and
164,265 (4.66 per visitor) page views per day which should earn about 162.30/day
from advertising revenue. Estimated site value is 273,514.86 euros.
The Alexa Traffic Rank vodafone.ie is ranked number 14,761 in the world and 74 in
Ireland. We are aiming to improve those figures thanks to our micro website and the
visibility on social media. Indeed, we expect a bounce rate of approximately 35% (
currently 43.80 %). With new micro website we predict consumer to stay longer for
about 5 minutes every day.
Table describes that Facebook is the most favourable method of linking to Vodafones
website.
The apps are the most personal connection available to target consumers.
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Life Time Value
9 Conclusion
Overall, previous marketing campaigns seemed to lack basic features causing small
customer awareness to youths of the brand and low consumer base for the current
loyalty scheme.
Developing Vodafone’s loyalty scheme by creating virtual cards based around
millennials enable us to focus on the main area which needs to be improved.
Creation of the new updated microsite and app will help to decrease churn rate and
increase the market sector.

Developed positioning strategy will reach easier targeted segments.
As a result, Vodafone will achieve high profits and high consumer retention and bigger
youth segment. However, due the constant change in technology and consumer needs
improvements must be advised.

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10 Minutes
Minutes 21st September
Attendance:
● Vanessa Ann Ni Cléirigh
● Nicola Cough
● Gabrielle Andrea Eppel
● Justyna Kleszczewska
● Chloé Stella
Room used: 2-065
Firstly we agreed to have meeting every Thursday. We then decided who would do
what topics.
We allocated the following micro-environments.
1. Global environmental factors
2. PEST/STEEPLE analysis
3. Technology convergence
4. mobile apps
5. Emerging Technologies
6. Economic
7. Legal
8. Micro environment
9. Online marketplace map
We all agreed to have this work completed for next week.
Minutes 28th
September
● Nicola Cough
● Chloé Stella
Room used: 2-065
At this meeting we looked over and finalised last week's work, we then divided up the
competitor analysis company analysis and started to work on that. We all worked
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together on this to fully understand it and get it completed on time. Our goal was to
finish the following work over the weekend so we could move on to the next topic on
time.
1. The goal here was to
2. Identify main competitors
3. Competitive advantage
4. Map the competitors
5. Benchmarking
6. The Company analysis
Minutes 5th
October
● Nicola Cough
● Chloé Stella
Room used: 2-070
At this meeting we went over some of last week's work that we did not know how to
do. We spoke with our lecturer she cleared it up so we spent time during this meeting
finishing up before we moved on. We then looked at the next section and talked about
it and tried to understand how we would go about it. We worked as a group on this to
ensure we understood it and get it completed without having to re-do it the following
week.
1. Demand analysis
2. Customer insights
3. usage levels
4. persona
5. Online customer behavior needs and trends.
6. Customer choice and digital access
Minutes 12th
October
● Nicola Cough
● Chloé Stella
Room used: 2-075
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At this meeting we worked in groups again to get it done faster and help each other if
there were any difficulties .
1. Segmentation
2. Targeting
3. Positioning
Our goal was to have this completely finished by Tuesday morning class so we could
look at the next topic and get some advice off of our lecturer.
Minutes 19th
October
● Nicola Cough
● Chloé Stella
Room used: 2-065
During this meeting we spent a lot of time brainstorming on an idea for this project.
we did not come up with much during this brain storm, but we spent a lot of time
researching and trying to understand this section of the project
1. Digital Marketing Objectives
2. Sell, serve, speak, save, sizzle
3. The Big Idea
4. Brand
5. Brand identity and domain names
Minutes 26th
October
● Nicola Cough
● Chloé Stella
Room used: 2-070
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● Nicola Cough
● Chloé Stella
Room used: 1-025
This week we spent some time trying to come up with the ‘Big Idea’ again. We did not
get far again but came up with some possible ideas. We aimed to completely finish this
week's work by next next week. We worked as a group again as we thought this might
be difficult and we didn't want to waste time trying to figure it out by yourselfs we
looked at
1. place
2. online intermediaries
3. Partnerships and affiliate networks
4. service levels
5. personalized, bundle pricing
6. service levels
We planned to finish this for the following week but we agreed to spend some time on
it at or next meeting
Minutes 2nd
November
● Nicola Cough
● Chloé Stella
Room used: 2-070
This was a busy week for meetings. First of all we finished what we started last
week. We talked through it and tried to understand it as much as we could so gather
the appropriate information. We also spoke about the big idea and brain stormed more
and narrowed it down to one Idea. We also created or vodafone video personna. We
looked at the section we were to complete at this meeting and split the workload up so
we could have a start for or next class and meeting.
We looked at
1. traffic building actions
2. website visits
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3. creating useful information
4. website credibility
5. sales prospects
6. convert to customer
Minutes 9th
November
● Nicola Cough
● Chloé Stella
Room used: 2-070
This week we looked at digital media. We worked through it together and got it
completed. We worked on our idea. We came up with a solid idea.
1. SEO
2. PPC
3. Banner ads
4. Co-Branding and placement
5. search affiliates
6. social networks and blogs
Our plan for next week was to discuss our plan with our lecturer and get some advice
on how we would put it into plan.
Minutes 16th
November
● Nicola Cough
● Chloé Stella
Room used: 2-070
In this meeting we discussed our big idea and how we would implement it after we got
advice from our lecturer. we then split the workload out for this week. We started it at
the meeting and decided we would try to have it finished for Tuesday's class.
1. Community
2. community content
41

3. tools connection
4. social networking tactics widgets
Minutes 23rd
November
● Nicola Cough
● Chloé Stella
Room used: 2-070
This week we all worked on the ‘Big Idea’ and put our ideas forward. This was very
successful and we set out the steps of or idea so we could each work on a section for
the next meeting so we could start to finalise our project. We also worked on the
topics that were planned out for us in the marketing brief. We aimed to finish
everything to date from next week. so we were on schedule and were not delayed so
we did not have to compromise on the presentation.
Minutes 30Th November
● Nicola Cough
● Chloé Stella
Room used: 2-070
This week we spent a lot of time editing our project from start to finish. We redone
parts we felt were not strong enough as we did not fully understand them at the time
and added and deleted relevant and irrelevant information. We struggled with gather
the information we needed to gather on the marketing plan we spent a lot of time
trying to figure it out.
42

11 Bibliography
https://www.consumerbarometer.com/en/trending/?countryCode=IE&category=TRN-NO
FILTER-ALL
https://www.siliconrepublic.com/gear/2015/03/18/ios-is-the-dominant-smartphone-operati
ng-system-in-ireland
http://www.vodafone.ie/coverage/
http://www.similarweb.com/website/vodafone.ie#referrals
http://www.alexa.com/siteinfo/vodafone.ie
https://www.google.ie/search?q=Irish+Communications+Market&oq=Irish+Communica
tions+Market&aqs=chrome..69i57j0.528j0j7&sourceid=chrome&es_sm=93&ie=UTF-8
#q=Irish+Communications+Market+2015
http://vodafone.ie.hypestat.com/
http://www.rte.ie/news/business/2015/1110/740778-vodafone-results/
43

12 Appendix
Vodafones’ coverage

44

Digital Media:

Owned media Paid Media Earned Media Cannot
control
Website
Very harsh visually red
aggravates the eyes
Not an easy website to use

They have there own blog

Tv
Recent campaign Used in
New Zealand but adapted
for Ireland
“LOVE the new ad!
Congratulations to the
marketing team. I would
seriously switch if I wasn't a
Vodafone customer
already.”

Facebook
Lots of bad complaints, bad
at responding Bad
customer care
“Vodafone customer care
should be renamed
customer, we don't care!”

Twitter
Twitter is more interactive
than their facebook, they
tweet about current topics
Press/cinema

Customer review sites
https://ie.trustpilot.com/revie
w/www.vodafone.co.uk
http://ratemyisp.ie/ratings/vo
dafone/
http://www.whoseview.ie/bu
siness/VodafoneIrelandLe
opardstownDublin136289.
html
Majority of reviews
negatives and also 1 to 2
star rating given

Facebook
Trying to get an emotional
response, create a
connection with you
Sponsorship Vodafone
foundation
Vodafones new partnership
with Sky Sports
Charity
Events
Causes
Bloggers
IT blogger talks about how
bad the broadband is

Majority of blogs are
negative
Instagram
Don’t post regularly last
post end of November
It’s sporadic but in they post
a few pictures at one time
All post about comedy
festival.

45

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