altogether (2)

Table of Contents 1. Introduction 4

2. Macro Environment

2.1 PEST/STEEPLE 5

3. Micro Environment

3.1 Online Marketplace Environment 6

3.2 Competitor Analysis

3.2.1 Identifying Competitors 7

3.2.2 Competitive Advantages 8

3.2.3 Competitor Comparison 11

3.3 Benchmarking 11

3.4 Company Analysis

3.4.1 Online Business Models 12

3.4.2 Revenue Model 13

3.4.3 Website 14

3.5 Customer Analysis

3.5.1 Customer Online Presence 14

3.5.2 SWOT Analysis 16

3.5.3 Customer Journey 17

3.5.4 Online Consumer Behaviour, Needs & Trends 18

3.5.5 Consumer Persona 19

3.5.6 Focus Group 21

4. Segmentation

4.1 Analysis of Segmentation 23

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5. Targeting

5.1 Existing Consumers 24

5.2 New Consumers 24

6. Positioning 25

7. Big Idea 27

7.1 Traffic Building Strategy 32

7.2 Place

7.2.1 Partnerships 33

7.2.2 Affiliates 33

7.3 Online Brand Reputation 34

8. Metrics 34

9. Conclusion 36

10. Minutes 37

11. Bibliography 43

12. Appendix 44

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1 Introduction This report provides an analysis on Vodafone in the current market and revealing the best option on how to gain a bigger portion of the millennial sector (16-24 year olds). Vodafone currently does not lead in the millennial consumer demographic as the majority of their consumers are 25+. The aim of this project is to boost millennial engagement with the brand and attract millennials to join Vodafone. Vodafone acknowledge that ‘consideration’ is strong at millennial level for the brand but they see that in comparison the competitors the young, fun brand is challenged. With this in mind we have designed a marketing plan to target the millennial market to acquire new youth customers, while appealing to the current customers of Vodafone to retain them as well. We hope this will create a more approachable fun brand perception. We wanted to gain an insight into customers’ perceptions of Vodafone and what customers want in a mobile network provider and this lead to our idea.

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2 Macro Environment

2.1 PEST/STEEPLE

Social

The culture of a community or region and the local language and beliefs can radically

affect the users of a web service. Vodafone don't have any restrictions age wise and

culturally Vodafone are in 21 countries and partner networks in over 40 additional

countries.

Economic

The market changed considerably in 2014 when 3 mobile bought O2 and thus gained

roughly 33% of the market, leaving Vodafone with 25%. There is also a new network

provider iD and it hopes to gain 6% of the market within the next five years.

Technology

Vodafone have adapted to the growing technological age and created an app which can

be downloaded on various devices. Vodafone have also accomplished great wireless

technology with providing 3G. On top of this, they have launched 4G and is constantly

trying to improve and now has the largest 4G network in Ireland.

Legal Laws in this country regulate all businesses e.g. The Sale of Goods Act 1980 stating all products must be fit for the purpose they are intended. A mobile phone must therefore work. Vodafone goes beyond government regulation, working with its competitors in self-regulation. However to retain its leading position in the industry Vodafone believes it must exceed both legal regulations and industry self-regulation.

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Political Government policies have huge impact on Vodafone for example EU roaming charges, labour laws and tax policies. The “Code of Practice for the responsible and secure use of mobile services” establishes the standards which mobile operators will adhere to on issues such as parental controls for minor’s access to mobile services.

3 Micro Environment

3.1 Online Marketplace Environment

This gives us an overall analysis of Vodafone’s current online market such as how consumers travel to their website and what they’re doing online.

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3.2 Competitor Analysis

3.2.1 Identifying Competitors

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3.2.2 Competitive Advantages The competitive advantage shows all the different mobile phone companies in the market today and how much of the current market they each have. Fixed Retail Revenue Market Shares

This graph shows the percentage of the main fixed companies in Ireland in relation to its market share. Eircom had the highest retail revenue share in the fixed retail market with 46.4% market share. UPC had 13.2%, followed by Vodafone (fixed only) with 13.1%, BT (6.4%), Sky Ireland (3.0%) and Verizon (2.7%). Other OAOs accounted for the remaining 15.1%.

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Market share by Revenue

Vodafone’s market share remains highest at 42.3% followed by Three Group at 35.3%. Eircom Group Mobile’s market share is the next largest at 18.9% followed by Tesco and OAOs at 2.4% and 1.1% respectively.

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Market Share - Number Business Subscriptions/Number of M2M Subscriptions

In Q4 2014 the Three Group had the largest market share of M2M subscriptions at 54.3% followed by Vodafone with 38.8% market share. Eircom Group Mobile had the remaining 6.9% of M2M subscriptions. Vodafone had the largest market share in terms of business subscriptions (47.6%) followed by Three Group (46.0%) and Eircom Group Mobile (6.4%). OAOs accounted for the remaining 0.1%.

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3.2.3 Competitor Comparison

3.3 Benchmarking Benchmarking is a way different strategies are measured in comparison to other

companies. As Vodafone’s share in the millennial market isn't as strong as its

competitors, we need to look at what Three and Meteor are doing right. They both

continue to have ties with popular companies/brands such as Meteor’s 2 for 1 dining in

restaurants nationwide. Three also offers its customers presale tickets to the 3Arena

and discounted meals at McDonalds and many more offers. This is what Vodafone

need to work on, millennials like free prizes/offers and giveaways. In looking at

Vodafone’s competitors they need to realise that they should take this idea and adapt it

however they think will be most beneficial.

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3.4 Company Analysis

3.4.1 Online Business Models Vodafone Cloud: it is a secure online service that allows you to back up your favourite content including photos, videos, music and other documents. You can choose to have your content backed up automatically or you can manually select the files you'd like to upload. You can also access your content from multiple devices including smartphones, tablets, PCs and Mac computers.

My Vodafone: on the website. By signing in to My Account you can:

- Send a web text - Unlock your phone - Get the My Vodafone App - Check costs - View my bill - Pay my bill - Check for an upgrade - Pay as you go (top up, recharge your credit, check the cherry points or register

for free credit).

Take control of your account with the My Vodafone App.

With the My Vodafone App, you can keep track of your account on the go. Check your usage and details, your upgrade eligibility and even send a webtext. My Vodafone app allows you to track your account like on the Vodafone website but with your smartphone.

Whether you're a bill pay or a pay as you go customer, you can download the app for your iPhone or Android smartphone.

You'll need to register for My Vodafone first. Once you've registered, download the app from the iTunes app store or Google Play store. When your download is complete, simply enter your mobile number and My Vodafone password.

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3.4.2 Revenue Model

1. Sell sponsorships links with Vodafone’s partners, advertise products and services.

2. Selling in app advertising depending on consumer interests.

3. Creates strong partners. 4. Affiliate revenue - sign ups due to an advert on a

famous blog. 5. You can purchase products on the app such as

phones, credit and accessories. 6. Through social media you have access to a wide

range of possible consumers.

Vodafone generate service revenue, through the supply of communications services over our networks. Around two-thirds is under contracts with the remainder from customers buying services on a ‘pay as you go’ (or prepaid) basis.

● Vodafone Ireland has said its revenues for the year to the end of March 2015

fell by 2.6% to €935.8m on the back of increased competition and a fall in

inter-operator revenues. Its enterprise revenues rose by 4% year-on-year, on

the back of new contracts with a number of big companies, including Ryanair.

● The company's total Irish customer base stood at 2.3 million at the end of

March, of which 2 million were mobile customers.

● Its fixed-line and broadband customer base grew by 25,700 year on year to

282,300 - an increase of 10%.

● It noted that customers with smartphones increased by 127,800 year-on-year

to 1.3 million and mobile data increased by 77% in the twelve month period.

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Vodafone said that their three themes for 2015 were data, enterprise and emerging markets. 60% of mobile revenue comes from its contracts that bundle data and voice/texts together. Vodafone has said it will ‘build, borrow or buy’ the fixed line infrastructure to provide unified communication. Geographically, Vodafone has reorganised to combine its Northern and Southern Europe divisions which makes a cleaner distinction between developed and emerging markets. Vodafone is market leader in both Germany and Italy. Around 30% of revenues come from emerging markets, but the vastly greater number of customers points to the growth potential. And in this case the emerging market in the millennial market.

3.4.3 Website Vodafone’s search engine optimisation is very good when you purely search for their website but when you google search “mobile networks Ireland” Vodafone doesn’t appear. Tesco mobile were third ranking on that search with no sign of Vodafone or Meteor etc.. Vodafone pay per click on these sponsored ads but this works to their advantage. Vodafone are ranked 105 in Ireland based on pageviews and visitors. (Vodafone’s bounce rates of 48.10% show the amount of people only clicking into one page and then leaving with only an average pageviews per visitor at 4.10 and average time spent on their website at only 3.31 minutes.)

3.5 Customer Analysis

3.5.1 Consumer Online Presence Vodafone’s most recent campaigns took consumers by storm and created a huge

amount of positive user generated content. People thought Piggy Sue was adorable

and emotional as is the Dear Santa campaign running at the moment and both

commercials tug on your heartstrings.

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Vodafone have adopted many social media channels such as Facebook and twitter.

This is to enable Vodafone to target consumers and interact with them as well.

Individuals can express how they really feel about Vodafone products and services on

their social media platforms and utilise this to publicise their opinions. This is the type

of public relations that Vodafone cannot control and certain views and especially

negative ones could spiral out of control. From a consumer perspective the user

generated information is more trusted as its unbiased and its true information/reviews.

This user generated information is where Vodafone gain insights into consumers and

can help Vodafone to develop more effective strategies.

Vodafone should be paying a more active role in their customer care and response

times on social media as this is where a lot of consumers will try to reach them. They

have a lot of negative reviews and posts of their Facebook page and this does influence

people researching Vodafone as a potential network to switch to and existing

customers and whether they have brand loyalty with Vodafone.

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3.5.2 SWOT Analysis

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3.5.3 Customer Journey

Vodafone aims to provide their customer with the best possible service.

The customer journey maps out the journey from the moment the consumer engages

with the brand to the final sale to the ways they communicate with their customers.

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3.5.4 Online Consumer Behaviour, Needs & Trends

Vodafone consumers are undertaking an increasingly wide range of activities on their mobile phones, with social networking and apps among the categories seeing the fastest growth usage. Vodafone tries to ensure that customers’ needs are at the core of all products and services. Understanding these needs and continuing to serve them is key to Vodafone’s customer strategy.

Customers Vodafone has around 302.6 million mobile customers across the globe. The Group seeks to use its understanding of customers to deliver relevance and value and communicate on an individual, household, community or business level. In delivering solutions that meet customers’ changing needs in a manner that is easy to access and is available when required, Vodafone aims to build a longer and deeper customer relationship.

Vodafone uses brilliant measurement system called “customer delight” to monitor and drive customer satisfaction in the Group’s controlled markets at a local and global level. This is a diagnostic system which tracks client’s happiness across all points of interaction with Vodafone and identifies the drivers of customer delight and their relative impact. Information's are used to recognize any areas for improvement and focus.

Behaviour

The customer barometer allows us to look at different activities consumers do daily.

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3.5.5 Consumer Persona

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Video consumer persona

(Screenshots of the video persona) Our video persona shows the type of customer we believe vodafone have and hope to have. The video started off who Vodafone want more of which is the millennials, that young fun consumer who is always on social media. This then progressed to students in college then the more corporate, professional consumer. This video was a collection of clips and images relevant to the Vodafone customer with current music in the background and something all the clips have in common is that all the people in them all want to capture the moment on their phones. This common feature is key as social media is the best way to contact a consumer.

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3.5.6 Focus Group We held a focus group to gain insights into people's opinions and perceptions of Vodafone.

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4 Segmentation Segmentation is strategy involving splitting up a broad target market into subgroups. In order to understand Vodafones consumers we will look at how Vodafone is segmented into demographics, behavioral, geographic and psychographic.

4.1 Analysis of Segmentation Demographics Vodafone segment their market by age e.g. 16-24, 25-35 etc. They have a percentage of the 25-35 year old segment and continue to grow their millennial market. Behavioural They use usage occasion for Christmas time and their summertime comedy festival which is an attempt to attract both younger and older consumers. They encouraged usage rate by creating an app and the cherry points scheme. Geographic There is specific geographic area in which Vodafone target, they are available all over the country and online. there online market broadens their market even further. Psychographic They are attracting their main audience by TV commercials and print campaigns. They are using emotional tie to connect the customer to the brand.

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5 Targeting

5.1 Existing Consumers Vodafone is currently perceived as an “older brand” targeting at the more corporate or older generation as seen from their advertisements.

Out of all of Vodafone’s customers 9.39% of them are PAYG millennials. The millennials account for more PAYG customers compared to bill pay accounting for only 5.09%.

5.2 New Consumers The Millennial Consumer

To gain more of a youth market share, Vodafone need to be more customer centric around millennials. In order to do this they should have a much bigger online presence on social media such as snapchat, twitter, Instagram and Facebook. They also need a bigger presence in person for example on college campuses and on the street advertising and more importantly engaging with millennial consumers.

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6 Positioning

Market Modification

• Vodafone offers home and mobile broadband in addition to PAYG and Bill Pay phone contracts

• Vodafone maintains a strong presence within the young professional/corporate sector with tailored Vodafone RED Business plans

• Vodafone’s Stay Mobile Insurance covers customers against damage, theft or loss of their mobile device

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Marketing Mix Modifications

• Vodafone Cherry Points rewards existing customers with incentives such as top up’s, cinema tickets, additional data, Spotify premium and family days out. However this isn’t heavily promoted by Vodafone

Product Modification

• Vodafone recently launched its 4G network within Ireland and is the only operator to offer clearer calls with HD Voice. 4G is up to ten times faster than standard 3G

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7 Big Idea ‘POWER UP’S, POWER TO YOU’

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The Break Down

● To get the ball rolling on this plan, Vodafone will have to tackle colleges, universities, social media and create a buzz in store and on the streets.

● We oppose the use of snapchat to be the number one platform for attracting

millennials.

● This campaign will begin by Vodafone offering freebies or prizes to millennials in colleges and universities.

● To avail of theses freebies or the chance to win a prize, they will have to add

the Vodafone Snapchat.

● Once the snapchat is added they will get the freebie or be entered in the competition. The aim here is to give every person something free for adding the snapchat.

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● This is meant to be a fun and interactive process. Other forms of social media like Facebook, Instagram and Twitter will be used to promote the snapchat profile to encourage millennials to add Vodafone’s snapchat account.

● Vodafone should make the most of this snapchat account and use it to promote

plans/phones/offers and merchandise in store and also some snaps of what is happening behind the scenes within Vodafone.

● Our idea requires a big snapchat campaign, a successful snapchat needs to be

100% interactive and current.

● Vodafone will then launch a citywide (city by city, Dublin, Cork, Limerick, Galway) treasure hunt.

● This is aimed directly at millennials so QR codes will be hidden in youth

hotspots, example- Night Clubs, Bars, burrito bars, cafes, college campuses, the Luas, Dublin bus, Shopping centers and other youth centric locations.

● Hints and clues on where to find the QR codes will be sent out via the

Vodafone’s snapchat story.

● To claim the amazing prizes the winner must switch to Vodafone; encourage the switch by promoting the app and new virtual card perks and benefits

● The virtual card on the app has a life span of four and a half years, the perks

and benefits of these virtual cards are to retain customers and change the youth perception of Vodafone to young, fun, trendy.

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The Virtual Cards The cards will work on a ladder system, as in you will receive the bronze card first, then after 12 months you get the silver card, then after another 18 months you get the gold card and finally after another 24 months you can be the platinum customer and get that card. You will also get an anniversary present each year to commemorate when you joined.

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Anniversary present : For each year of loyalty, Vodafone promises its customers an anniversary gift. The gifts are varied and get bigger every year. Examples are Spotify Premium, selfie sticks, phone cases or data. Micro site/app: A “Power-Up” microsite will be developed linking from the Vodafone parent website. It will have a separate URL and not share the domain credit of the parent website in order to better benefit customers who are searching to check their virtual card status and power-up’s of the month. Keywords used for the microsites SEO should be unique from Vodafone’s website. Essentially operating as its own webpage as far as rankings are concerned yet it should be linked on Vodafone.ie for easier access and maximum exposure Although Vodafone will keep their current branding, the microsite should have unique content from the parent site in order to keep it relevant to the “Power-Up” campaign. Like its millennial consumers it should be fun and engaging but yet simplistic to use so as to instantly allow consumers to check their monthly offers with ease. A separate page would be added to the parent Vodafone app solely for the “PowerUp” campaign. We regard this app as an" engagement tool", allowing users an alternative to the microsite to check their power up’s on the go as well as their virtual card status.

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7.1 Traffic Building Strategy We want to interact with the consumer so much more on social media to build traffic on outlets like Snapchat, Instagram, Facebook and Twitter. We will get consumers using the hashtag ‘PowerUps’ by getting them to take a picture of them using their discount or doing a certain kind of activities and so on. Also on each of the social media accounts there would be links to the website and a constant reminder to check out the latest news and updates on the micro site. Twitter: The plan with Vodafone Ireland and Twitter would be to have the maximum visibility on Twitter thanks to the Hashtag “PowerUp”. To reach this visibility a contest will be take place. Twitter competitions will be held like the first 50 customers who were the most active on Twitter while using the hashtag “PowerUp” will have the chance to go up to the Silver Card only 6 months after being with Vodafone. Snapchat: Another big trend on the social media is Snapchat. Snapchat is the third most popular social app among 18-34-year-olds and is so important that we utilise it. They need to be posting snapchat stories constantly and running competition over snapchat and continually be engaging with the consumer. We would be using Snapchat for the first part of our idea to engage the consumer with Vodafone and for the treasure hunt. Facebook: Vodafone should be posting more about their current offers and campaigns and with our ‘PowerUp’ we would make sure that it is being seen on facebook by getting more followers. We want to ensure that customer service is at it’s best as well so to ensure that queries are responded to quickly and efficiently, therefore more people might tweet positively and driving more people to the website. Instagram: Instead of just using Vodafone’s Instagram for their comedy festival we want use Instagram to promote out ‘Power Ups’ and as well get people hash tagging it.

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7.2 Place

7.2.1 Partnerships We propose that Vodafone partner up with various companies/businesses that the millennial market would identify with and would use regularly to gain more of this market i.e. cinemas, Dicey’s nightclub, Dublin bus, coffee shops, airlines and concert venues. The idea is that the offers would get better each card so with the bronze card you could get a pair of cinema tickets per month with the Savoy cinema or free entry into a nightclub like Dicey’s. Also Vodafone could partner up with a popular coffee shop like Starbucks as its well known that Millennials like their coffee! We would also partner up with restaurants and hotels/spa resorts. And finally airlines such as Ryanair/Aer Lingus.

7.2.2 Affiliates We want to get bloggers and vloggers to advertise this campaign and get them to promote Vodafone. They will be able to have the link to the micro site on the Vodafone website on their page. Vodafone’s affiliate program allows you to advertise Vodafone on your site. Vodafone supply links to their website so visitors of your site can click through to theirs. If that customer is new to Vodafone and signs up to our program, buys a phone, mobile data or SIM only bundle within 30 days of clicking through from your site, you’ll earn commission.

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7.3 Online Brand Reputation We want to promote Vodafone in a positive light and advertise this as Vodafone at the moment has a slightly negative brand perception. We also want to ensure that the customer service is hugely improved so if someone posts with a query it will be responded to as soon as possible to ensure happy customers.

8 Metrics The analysis show that 75% people use smartphone in Ireland. The average person within our target audience spends 90 minutes on their phone.

Usage of Smartphone in Ireland 2015

Nowadays, Vodafone’s current app is not a very popular way to make the company interact with their customers. Approximately, consumers spend 3:56 minutes on Vodafone website. Because ‘Powerups’ will be an option on the Vodafone App, this will encourage consumers to engage with the app by driving their Vodafone user status. Vodafone’s new app can track their consumers involvement and measure the engagement of users on social media which is a key to estimate their loyalty in relation to their Silver, Bronze, Gold or Platinum card status.

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Ideally users will consistently interact with ‘PowerUp’ throughout a day to find out information about events, discounts, and rewards available. According to Alexa Traffic Rank Vodafone receives about 35,250 unique visitors and 164,265 (4.66 per visitor) page views per day which should earn about 162.30/day from advertising revenue. Estimated site value is 273,514.86 euros. The Alexa Traffic Rank vodafone.ie is ranked number 14,761 in the world and 74 in Ireland. We are aiming to improve those figures thanks to our micro website and the visibility on social media. Indeed, we expect a bounce rate of approximately 35% ( currently 43.80 %). With new micro website we predict consumer to stay longer for about 5 minutes every day. Table describes that Facebook is the most favourable method of linking to Vodafones website.

The apps are the most personal connection available to target consumers.

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Life Time Value

9 Conclusion Overall, previous marketing campaigns seemed to lack basic features causing small customer awareness to youths of the brand and low consumer base for the current loyalty scheme. Developing Vodafone’s loyalty scheme by creating virtual cards based around millennials enable us to focus on the main area which needs to be improved. Creation of the new updated microsite and app will help to decrease churn rate and increase the market sector. Developed positioning strategy will reach easier targeted segments. As a result, Vodafone will achieve high profits and high consumer retention and bigger youth segment. However, due the constant change in technology and consumer needs improvements must be advised.

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10 Minutes Minutes 21st September

Attendance:

● Vanessa Ann Ni Cléirigh ● Nicola Cough ● Gabrielle Andrea Eppel ● Justyna Kleszczewska ● Chloé Stella

Room used: 2-065 Firstly we agreed to have meeting every Thursday. We then decided who would do what topics. We allocated the following micro-environments.

1. Global environmental factors 2. PEST/STEEPLE analysis 3. Technology convergence 4. mobile apps 5. Emerging Technologies 6. Economic 7. Legal 8. Micro environment 9. Online marketplace map

We all agreed to have this work completed for next week.

Minutes 28th September


Room used: 2-065

At this meeting we looked over and finalised last week's work, we then divided up the competitor analysis company analysis and started to work on that. We all worked

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together on this to fully understand it and get it completed on time. Our goal was to finish the following work over the weekend so we could move on to the next topic on time.

1. The goal here was to 2. Identify main competitors 3. Competitive advantage 4. Map the competitors 5. Benchmarking 6. The Company analysis

Minutes 5th October


Room used: 2-070

At this meeting we went over some of last week's work that we did not know how to do. We spoke with our lecturer she cleared it up so we spent time during this meeting finishing up before we moved on. We then looked at the next section and talked about it and tried to understand how we would go about it. We worked as a group on this to ensure we understood it and get it completed without having to re-do it the following week.

1. Demand analysis 2. Customer insights 3. usage levels 4. persona 5. Online customer behavior needs and trends. 6. Customer choice and digital access

Minutes 12th October


Room used: 2-075

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At this meeting we worked in groups again to get it done faster and help each other if there were any difficulties .

1. Segmentation 2. Targeting 3. Positioning

Our goal was to have this completely finished by Tuesday morning class so we could look at the next topic and get some advice off of our lecturer.



Room used: 2-065

During this meeting we spent a lot of time brainstorming on an idea for this project. we did not come up with much during this brain storm, but we spent a lot of time researching and trying to understand this section of the project

1. Digital Marketing Objectives 2. Sell, serve, speak, save, sizzle 3. The Big Idea 4. Brand 5. Brand identity and domain names



Room used: 2-070

● Vanessa Ann Ni Cléirigh

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● Nicola Cough ● Gabrielle Andrea Eppel ● Justyna Kleszczewska ● Chloé Stella

Room used: 1-025

This week we spent some time trying to come up with the ‘Big Idea’ again. We did not get far again but came up with some possible ideas. We aimed to completely finish this week's work by next next week. We worked as a group again as we thought this might be difficult and we didn't want to waste time trying to figure it out by yourselfs we looked at

1. place 2. online intermediaries 3. Partnerships and affiliate networks 4. service levels 5. personalized, bundle pricing 6. service levels

We planned to finish this for the following week but we agreed to spend some time on it at or next meeting

Minutes 2nd November


Room used: 2-070

This was a busy week for meetings. First of all we finished what we started last week. We talked through it and tried to understand it as much as we could so gather the appropriate information. We also spoke about the big idea and brain stormed more and narrowed it down to one Idea. We also created or vodafone video personna. We looked at the section we were to complete at this meeting and split the workload up so we could have a start for or next class and meeting.

We looked at

1. traffic building actions 2. website visits

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3. creating useful information 4. website credibility 5. sales prospects 6. convert to customer

Minutes 9th November


Room used: 2-070

This week we looked at digital media. We worked through it together and got it completed. We worked on our idea. We came up with a solid idea.

1. SEO 2. PPC 3. Banner ads 4. Co-Branding and placement 5. search affiliates 6. social networks and blogs

Our plan for next week was to discuss our plan with our lecturer and get some advice on how we would put it into plan.

Minutes 16th November


Room used: 2-070

In this meeting we discussed our big idea and how we would implement it after we got advice from our lecturer. we then split the workload out for this week. We started it at the meeting and decided we would try to have it finished for Tuesday's class.

1. Community 2. community content

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3. tools connection 4. social networking tactics widgets

Minutes 23rd November


Room used: 2-070

This week we all worked on the ‘Big Idea’ and put our ideas forward. This was very successful and we set out the steps of or idea so we could each work on a section for the next meeting so we could start to finalise our project. We also worked on the topics that were planned out for us in the marketing brief. We aimed to finish everything to date from next week. so we were on schedule and were not delayed so we did not have to compromise on the presentation.

Minutes 30Th November


Room used: 2-070

This week we spent a lot of time editing our project from start to finish. We redone parts we felt were not strong enough as we did not fully understand them at the time and added and deleted relevant and irrelevant information. We struggled with gather the information we needed to gather on the marketing plan we spent a lot of time trying to figure it out.

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11 Bibliography https://www.consumerbarometer.com/en/trending/?countryCode=IE&category=TRN-NOFILTER-ALL https://www.siliconrepublic.com/gear/2015/03/18/ios-is-the-dominant-smartphone-operating-system-in-ireland http://www.vodafone.ie/coverage/ http://www.similarweb.com/website/vodafone.ie#referrals http://www.alexa.com/siteinfo/vodafone.ie https://www.google.ie/search?q=Irish+Communications+Market&oq=Irish+Communications+Market&aqs=chrome..69i57j0.528j0j7&sourceid=chrome&es_sm=93&ie=UTF-8#q=Irish+Communications+Market+2015 http://vodafone.ie.hypestat.com/ http://www.rte.ie/news/business/2015/1110/740778-vodafone-results/

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https://www.consumerbarometer.com/en/trending/?countryCode=IE&category=TRN-NOFILTER-ALL

https://www.consumerbarometer.com/en/trending/?countryCode=IE&category=TRN-NOFILTER-ALL

https://www.siliconrepublic.com/gear/2015/03/18/ios-is-the-dominant-smartphone-operating-system-in-ireland

https://www.siliconrepublic.com/gear/2015/03/18/ios-is-the-dominant-smartphone-operating-system-in-ireland

http://www.vodafone.ie/coverage/

http://www.alexa.com/siteinfo/vodafone.ie

https://www.google.ie/search?q=Irish+Communications+Market&oq=Irish+Communications+Market&aqs=chrome..69i57j0.528j0j7&sourceid=chrome&es_sm=93&ie=UTF-8#q=Irish+Communications+Market+2015



http://www.rte.ie/news/business/2015/1110/740778-vodafone-results/

12 Appendix Vodafones’ coverage

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Digital Media:

Owned media Paid Media Earned Media Cannot control

Website Very harsh visually red aggravates the eyes Not an easy website to use They have there own blog

Tv Recent campaign Used in New Zealand but adapted for Ireland “LOVE the new ad! Congratulations to the marketing team. I would seriously switch if I wasn't a Vodafone customer already.”

Facebook Lots of bad complaints, bad at responding Bad customer care “Vodafone customer care should be renamed customer, we don't care!”

Twitter Twitter is more interactive than their facebook, they tweet about current topics

Press/cinema

Customer review sites https://ie.trustpilot.com/review/www.vodafone.co.uk http://ratemyisp.ie/ratings/vodafone/ http://www.whoseview.ie/business/VodafoneIrelandLeopardstownDublin136289.html Majority of reviews negatives and also 1 to 2 star rating given

Facebook Trying to get an emotional response, create a connection with you

Sponsorship Vodafone foundation Vodafones new partnership with Sky Sports Charity Events Causes

Bloggers IT blogger talks about how bad the broadband is Majority of blogs are negative

Instagram Don’t post regularly last post end of November It’s sporadic but in they post a few pictures at one time All post about comedy festival.

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https://ie.trustpilot.com/review/www.vodafone.co.uk

https://ie.trustpilot.com/review/www.vodafone.co.uk

http://ratemyisp.ie/ratings/vodafone/

http://ratemyisp.ie/ratings/vodafone/

http://www.whoseview.ie/business/Vodafone-Ireland-Leopardstown-Dublin-136289.html




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