Sponsorship and the marketing mix
A Vodafone case study

Page 1: Introduction

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Vodafone is the world’s largest mobile telecommunications community, employing over 65,000 staff and with over 130 million customers. The business operates in 26 countries worldwide. Vodafone is a public limited company with listings on the London and New York stock exchanges.Global recognition of the Vodafone brand is growing as the company rolls out its identity into new markets...
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Page 2: The marketing mix

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A longer term marketing strategy is underpinned by careful planning and a successful marketing mix. The marketing mix is a combination of many features that can be represented by the four Ps: product - features and benefits of a good or service place - where the good or service can be bought price - the cost of a good or service promotion - how customers are made aware of a good or...
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Page 3: Promotion

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Vodafone works with icons such as David Beckham to communicate its brand values.Above the line Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively. This is known as above the line promotion. Below the line Stores have special offers, promotions and point of sale posters to attract those...
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Page 4: Vodafone and David Beckham

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David Beckham is more than a footballer. He is also regarded as a fashion icon, a caring family man and a nice guy: an overall image that attracted Vodafone to him. Beckham’s popularity with football fans comes largely from his England team captaincy. As a footballer, he is well regarded around the world. Other young men who might aspire to his success and style also tend to identify with...
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Page 5: Market research

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High profile campaigns are a gamble. The campaign’s impact has to justify the time, money and effort spent on it. The marketing team must evaluate the campaign’s success. Vodafone UK has asked people across different sectors of society about the campaign, and has analysed their responses. Individuals were asked what they could remember about the campaigns. This is known in the...
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Page 6: Conclusion

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In a highly competitive market, David Beckham is the latest in a number of high profile celebrities and sports personalities that Vodafone has used to promote Vodafone live! Market research and increased sales indicate that using Beckham’s image has been highly effective. Sponsorship using stars involves a partnership between the star and the company, and success depends on both remaining...
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