Question

Choose a company and discuss their segmentation, targeting strategy and what their is positioning. Provide details of what positioning bases is used. Are these the most important features to the consumer? Is their positioning strategy effective? If you were the head of marketing, what would you do differently? And why? Also, has this product being repositioned? If so, what was the prior bases? Does repositioning help the product/company be sustainable?

Answer 1

Companies like Vodafone use demographic segmentation like SEC A and B, Age 18 to 60 both males and females along with geographical segmentation like Urban, semi urban and rural areas.

Targeted towards tech savvy and high internet users the company positioning is mere of high quality data network with best in class services across competitive market in India.

Consumer is thus looking for above features and rightly Vodafone positions itself however improving on pricing part and penetration can bring immense changes to free cash flow ajd customer marketing share.

The positioning needs revamp as the most reliable and accessible network and hence the company needs 360 degrees marketing campaign.

This makes company sustainable as it helps generate positive word of mouth and brings multiple benefits like accessibility, affordability, availability and reliability.

REPOSITIONING : 360 DEGREE MARKETING CAMPAIGN

The Facebook page by Vodafone has been most amazing and happening which has leveraged various brand assets like celebrity endorsements, brand mascots, user stories, testimonials, etc. The brand has engaged audiences with various live contests , quizzes, surveys, webinars, engaging videos, participative games,etc.

The fans are called "Vodafone Fan Army" and audiences are engaged and highly resonate with brand image and its famous Pug which denotes Vodafone and symbolizes coverage everywhere. Various social media campaign on Twitter, LinkedIn, Instagram, Snapchat are run simultaneously to achieve top of mind recall and touchbase maximum audiences.

The marketing has seen series of TV commercials which depicts the product benefits and are in continuation to target compelling user story. The brand has consistently clocked millions of views on YouTube and has meticulously used Facebook for penetrating new markets and high profile customers as per demographic segmentation.

The brand has leveraged and optimised page to track Analytics and measure success using metrics like bounce rate, exit rate, unique page views, unique customers and have also optimised search engines through programmatic buying which helps customers land on Facebook page itself.

The benefits exceed the costs for this campaign as it has proliferated customer base and has achieved diversity and higher average reveneue per user and decreased lifetime customer acquisition cost.

The brand however can improve its profile by using cliud storage for customer analytics, Artificial intelligence and Machine Learning algorithm for drill down Analysis and using Tableau as data visualization tools for devising right strategy.

The brand also needs to integrate various social media profiles and repetitively generate new fresh campaigns over period of time so that buzz remains active for longer period and helps create brand equity and brand resonance.

Moreover, various testimonials can be used to create awareness and generate positive word of mouth marketing amongst customers. Usage of referral marketing on Facebook can bring down costs substantially and increase revenues through profit maximizing. All in all 360 degree marketing campaign with well planned time frame can help brand optimise cost and grab maximum market share .

The usage of Radio and out of home media and newspapers can also help create propaganda for all Facebook campaign and bring organic traffic from multiple sources such that outreach is maximum and impact is well optimized.

This creates well crafted and well timed turnaround strategy for any brand and successful campaign can be created with seamless execution and implementation.

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