Marketing communication is a tool to convey message of business to the customers. The company chosen is the Vodafone which is large telecommunication company in the world. It covers the following task-
- Critical evaluation and analysis of tracking the marketing communication of company for one country market.
- Contrast and compare the strategy of branding of company with its competitors.
- Evaluate the different strategies which have impacted on market share and revenue growth of company.
Marketing communication or marcom(s) is an essential part of the marketing mix of an organization. It is a complex tool or activity used to convey message of company to the market in which it operates. They are the means or mediums adopted by companies to exchange information to customers regarding products and services which it sells (Belch and et.al., 2014). Advertising, branding, direct selling, public relations, trade shows and printed materials are some of the channels involved in it. This process is applied by marketer for creating brand awareness in minds of potential clients of the competitive market or economy to make brand noticeable and intend purchase decision. Marketing communication is comprised of all the promotions and 4Ps of marketing mix which are used to identify investment areas to bring increased return on investments.
1. Analysis and evaluation of marketing communication for Vodafone UK
Innovation in technology is the main successful element in marketing which is implemented by all organizations in UK today. Rise in technological advancements has improved the business of companies by helping in bringing new customers, increasing sales, market share, profitability and communication. Technologies such as internet, mobile phones, social media, etc. have greatly affected modern marketing as it helps businesses to grow and develop at the same time to build strong relationships which can strengthen organizational effectiveness (Castronovo and Huang, 2012). It also helps people to communicate or know each other that assists companies in communicating with prospective clients and customers. Technology has become a strategic tool which increases the efficiency of organization and provides competitive advantage. Rapid revolution in technology has brought changes in the way companies approach market, their sales techniques, marketing functions and medium used for promoting products and services. This huge evolvement has led companies to strengthen their brand name by promoting their products and services. They use social media sites like Facebook, Instagram, Twitter, etc. by building a business page and fans targeting people with specific interests.
This growth in digital content has led to a development of creative sectors and is growing rapidly with rise in GDP of market. People are spending more time and money on technologies like web for their purchase of commodities or services. Technological advancements enable the digital content to spread globally over the technology platforms where people are more adapted to these than the traditional media like newspaper, TV, etc. Internet permits access to international market where the exporters can market their products easily to gain high revenues through recognition of the brand (Grunig and Grunig, 2013). Marketers uses this technology and is depended on social media or mobile channels to promote and market their brands targetting the youth. As the young customers creates a recognition of the service or product through these platforms which largely impacts the business.
Communication industry of UK has around 8000 companies with investment opportunities in high growth areas which are internet and mobile. The mobile market of UK has £14 billion annual value and 80 million subscribers. Companies are looking for the latest opportunity for advancement in mobile technology to gain competitive advantage. The communication market reports that more than 88% of households in UK have an internet connection. Developments in computers, internet and telecommunication industry have helped firms in the UK in creating market opportunities and access to information products and services. Popularity and new chance are rising which makes companies develop secure networks, fresh software and services.
Telecommunication market of Britain is one of the largest industry in Europe which has huge competition in the broadband and mobile sectors where there is low consumer price. The recent investment by British Telecom and Virgin Media in next generation networks has led to an expansion of network capabilities. Whereas in mobile sector, operators like Vodafone, O2 have acquired LTE networks and are engaged in trialling of 5G technologies. Future innovation in smartphones will be of sensors, software and connectivity which will have enhanced user experiences (Kim and Ko, 2010). As per the research reports on UK's telecommunication sector, it can be noted that smart phones are the most used devices and by 2023, it will rise to a percentage where 92% adults are expected to have a smart phone which is 85% today.
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