1. Vodafone
Brand image

2. The marketing mix
4Ps
Product
Price
Place
Promotion
£65
BOGOF

3. Brand image is important to Vodafone
What is a brand and why is it important for Vodafone to project its brand image?
What are the benefits of becoming the best known brand in a particular market?
Why do you think that Vodafone were working with David Beckham to promote the Vodafone brand and products?

4. How to measure success
How is average revenue per user a good indicator of the success of the Vodafone brand?
What is 'recall'. How does Vodafone measure recall?
Why is it important for Vodafone to evaluate the effectiveness of its advertising and promotion?

5. Question 1
The case study states that the mobile phone market in the UK has reached the maturity stage of the product life cycle. Examine the ways in which mobile phone company might react. (e.g. cut prices, extension strategies).

6. Question 2
Explain the factors Vodafone might take into account when developing a promotional campaign (e.g. target audience, media available, funds, and nature of message).