David Beckham Brand Marketing Communication Vodafone by npk11277

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									Vodafone worksheet from The Times 100 website: www.tt100.biz


Vodafone
Marketing techniques
http://www.thetimes100.co.uk/case_study.php?cID=41&csID=131

Questions
1.   What is promotion?

2.   Why do you think that Vodafone are working with David Beckham to promote the Vodafone
     brand and products?

3.   Divide the following into

        above the line promotion
        below the line promotion.

           i.     billboards
           ii.    special offers
           iii.   public relations
           iv.    using David Beckam to promote the brand image
           v.     television advertising.

4.   Give three examples of the way Vodafone use David Beckham as a means of customer
     communication.

5.   What is a brand and why is it important for Vodafone to project its brand image?

6.   What are the benefits of becoming the best known brand in a particular market?

7.   How does Beckham help Vodafone to appeal to a broad range of segments of its market place?

8.   How is average revenue per user a good indicator of the success of the Vodafone brand?

9.   What is ‘recall’? How does Vodafone measure recall?

10. Why is it important for Vodafone to evaluate the effectiveness of its advertising and promotion?




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Vodafone worksheet from The Times 100 website: www.tt100.biz


Vodafone
Marketing techniques
Answers
1.   Promotion is money and effort dedicated to increasing the sales of products e.g. through store
     product testing, advertising, public relations, etc.

2.   Beckham is one of the most widely known stars in the world and projects a very positive image.
     He is captain of the England football team, and is associated with a healthy living style, and has
     millions of fans the world over.

3.   Above the line i and v (although where Beckham is used in a television advert this is above the
     line). ii, iii, and iv are below the line.

4.   Beckham appears in a television campaign, as well as on in-store posters, and in company
     magazines and catalogues.

5.   A corporate brand is a well recognised image that is associated with a particular company. The
     term brand also relates to products with a unique, consistent and well-recognised character.
     Vodafone competes in a competitive global market place and it is essential to promote the
     Vodafone brand as the one to buy.

6.   Becoming the best known brand enables a business to increase its sales and to grow. It is
     therefore able to increase profits.

7.   David Beckham appeals to a broad range of customers, young and old, rich and poor,
     conservative and outgoing. As a result using Beckham to promote the brand enables Vodafone to
     appeal to a broad range of market segments at the same time.

8.   Average revenue per user indicates typical spending by consumers on the Vodafone brand. So
     the more loyal customers Vodafone has, and the more they purchase from Vodafone, the higher
     will be the average revenue per user, and the greater the profitability of the business.

9.   Recall is the extent to which consumers remember advertising and other messages they have
     been sent about a product. Vodafone therefore has checked the extent to which the public
     remembers David Beckham being used in their advertising, and the nature of the message
     presented in the adverts. This relates both to television and poster advertising.

10. Advertising and other forms of promotion is a costly business. It is therefore important to check
    how well this money has been spent. Perhaps it could be spent in alternative ways more
    effectively? Evaluations carried out by Vodafone have shown that the TV campaign has
    increased awareness of Vodafone in a very efficient way.




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