The document summarizes a marketing presentation by a group for Vodafone New Zealand. It discusses Vodafone's history and operations in New Zealand. It performs a SWOT analysis and discusses current and suggested marketing strategies. It examines Vodafone's competitive advantages through differentiation and positioning. The conclusion recommends remaining a communications leader and the presentation recommends targeting elderly customers and students with specialized packages.

1. Mumbai, March 5, 2008
WFA/ISA - Global Advertiser Conference 1
Name ID
Limon Ghosh 1112027 -Team Leader
Joshua Lopez 1208046 -Team Member
Varun Anand 1108010 - Team Member
Sandeep Kumar 1212023 - Team Member
Joseph Thilakaratne 1212009 - Team Member
MARKETING
PRESENTATION
MK701

2. Group 1

3. A Glimpse of Presentation
Introduction……………………………….Limon
SWOT Analysis……………………………Joshua
Marketing Strategies…………….……Sandeep
Competitive Advantage ……………..Varun
Conclusion & Recommendation….Joseph
Group 1

4. The name Vodafone
comes from Voice data
fone, chosen by the
company to
“Reflect The Provision
Of Voice And Data
Services Over Mobile
Phones.“
(www.vodafone.co.nz)

5. Introduction
Birth of Vodafone
Vodafone Group is born in the UK in 1982.
Based in Newbury, the group’s current chief
executive officer is Mr. Vittorio Colao.
Vodafone arrives in NZ
Vodafone Group PLC purchases Bellsouth New
Zealand in 1998 and Vodafone New Zealand is
born. www.vodafone.co.nz
Limon

6. Mission
“We will be the communications leader in an
increasingly connected world”
Vision
We see our future in outstanding data services and
products, backed up by the best customer
experience in the business. And our targets are big
– which means millions of customers using our data
services every day.
www.vodafone.co.nz
Limon

7. Continues..
www.vodafone.co.nz
Limon

8. SWOT Analysis
Strengths
 Experience and knowledge in the mobile phone business.
 Vodafone has its brand image and its ranking is 2nd in world.
 Vodafone has good network and outstanding services.
 Vodafone offer international roaming facility more than any
network in New Zealand.
(Rix, 2010; Kotler & Keller, 2011; www.vodafone.co.nz)
Joshua

9. SWOT Analysis
Weaknesses
 Exploring new technology needs huge research and
development and infrastructural costs.
 The company is not as flexible when it comes to switching to
alternative technologies.
(Rix, 2010; Kotler & Keller, 2011; www.vodafone.co.nz)
Joshua

10. SWOT Analysis
 The Fourth Generation Mobile Phone (4G) is expected to be
one of the major products of the telecommunications industry.
 Mobile phones have now entered the popular perception as a
‘must have’. This provides Vodafone with an opportunity to
continue to increase the size of the market as well as their share
of the market.
Opportunities
(Rix, 2010; Kotler & Keller, 2011; www.vodafone.co.nz)
Joshua

11. SWOT Analysis
Threats
 Competitors coming from Telecom, 2 Degree, Skinny etc who
all have extremely good services and offers.
 Difficult to raise funds because of recession.
(Rix, 2010; Kotler & Keller, 2011; www.vodafone.co.nz)
Joshua

12. Marketing Strategies
Current Marketing Strategy
 Vodafone is currently following offensive strategy. To be
more specific they are using Bypass Attack by buying
Telestraclear Company.
 They got a bigger market share, eliminated a top competitor
and used the assets of Telstraclear to be more efficient and
effective in serving the customers and prepare for the spread
of 4G.
(Kotler & Keller, 2011; www.vodafone.co.nz)
Sandeep

13. Marketing Strategies
Suggested Marketing Strategy
 In 2014, we suggest Vodafone to change to take position
defense.
 Vodafone is the first to bring in new Zealand 4G, Vodafone
should protect their 4G services by providing efficient and
effective customer service so that Vodafone would have Gain
root on the 4G market before the other competitors.
(Kotler & Keller, 2011; www.vodafone.co.nz)
Sandeep

14. Competitive Advantage
Differentiation
 Vodafone has three key attributes which strongly
differentiate it from its competitors: its scale in technology
and IT, savings through consolidation and centralization of
core activities.
 Its strong presence in the enterprise market, among large
corporate as well as small and medium sized businesses; and
its brand, recently rated in the top ten leading global brands
(Kotler & Keller, 2011; www.vodafone.co.nz)
Varun

15. Competitive Advantage
 Vodafone New Zealand have being carefully studying about
their competitors as well as actual and potential customers they
have developed an effective positioning in the mobile market
today .
 Key factor of their market positioning is they always made
sure that they introduce a product which is unique, affordable,
attractive, user friendly, in comparison the products of their
competitors in the market
(Kotler & Keller, 2011; www.vodafone.co.nz)
Varun

16. Conclusion
 Remain the communication leader.
 Current market share 42%/ 1200sites/ 97% area coverage/
1400 employees.
 Competitor awareness.
 Satisfy customer need.
 Dynamic research department. Unique products and
services.
 Effective action plan.
Joseph
(www.vodafone.co.nz)

17. Recommendations
 Elderly population.
 Package for students.
 Hire technical people to improve the research department.
Joseph

18. References
Rix, P. (2010). Marketing: a practical approach (7th
ed.). Australia:
McGraw-Hill.
Vodafone New Zealand. Company Information. Retrieved
November 19, 2012, from https://www.vodafone.co.nz
Kotler, P., & Keller, K. L. (2011). Marketing Management (14th
ed.). Upper Saddle River, New Jersey: Prentice Hall.