Vodafone - Measuring the Success of the Strategy
Measuring the success of the strategy
Vodafone's sponsorship deal with Manchester United costs Vodafone £30 million over a four year period. Vodafone clearly has to evaluate the effectiveness of this partnership in terms of its own marketing objectives. It does so in four ways:
• General awareness is measured through consumer research. For example, consumers may be asked questions such as "Did you know that Vodafone sponsors Manchester United?"
• The impact of phones and accessories is measured by charting ongoing improvements in sales.
• The success of value added services such as manUmobile is monitored in terms of the number of people registered and usage of the services.
• Media Evaluation - Vodafone monitors TV and press coverage to measure the exposure of the Vodafone brand resulting from the sponsorship.
Our Strategy
Our business strategy and our CR strategy are inseparable. Meeting society’s needs creates enormous opportunities to grow our business.
Expanding our business in emerging markets such as Africa and India is extending access to communications to people who rarely had the opportunity to use a phone before. And our responsible approach to issues like privacy and content builds trust and grows our customer base in mature markets.
CR strategy
Our vision for 2010 is to be one of the most trusted companies in the markets where we operate. Our five year CR strategy – developed in 2005 and continually evolving – is designed to help us realise this vision.
It sets clear priorities to:
• Capture the potential of mobile to bring socio-economic value in both emerging economies and developed markets, through broadening access to communications to all sections of society
• Deliver progress against stakeholder expectations on the key areas of climate change, a safe and responsible internet experience, and sustainable products and services
• Ensure our operating standards are of a consistent and appropriate level across the Group.
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Vodafone's sponsorship deal with Manchester United costs Vodafone £30 million over a four year period. Vodafone clearly has to evaluate the effectiveness of this partnership in terms of its own marketing objectives. It does so in four ways:
• General awareness is measured through consumer research. For example, consumers may be asked questions such as "Did you know that Vodafone sponsors Manchester United?"
• The impact of phones and accessories is measured by charting ongoing improvements in sales.
• The success of value added services such as manUmobile is monitored in terms of the number of people registered and usage of the services.
• Media Evaluation - Vodafone monitors TV and press coverage to measure the exposure of the Vodafone brand resulting from the sponsorship.
Our Strategy
Our business strategy and our CR strategy are inseparable. Meeting society’s needs creates enormous opportunities to grow our business.
Expanding our business in emerging markets such as Africa and India is extending access to communications to people who rarely had the opportunity to use a phone before. And our responsible approach to issues like privacy and content builds trust and grows our customer base in mature markets.
CR strategy
Our vision for 2010 is to be one of the most trusted companies in the markets where we operate. Our five year CR strategy – developed in 2005 and continually evolving – is designed to help us realise this vision.
It sets clear priorities to:
• Capture the potential of mobile to bring socio-economic value in both emerging economies and developed markets, through broadening access to communications to all sections of society
• Deliver progress against stakeholder expectations on the key areas of climate change, a safe and responsible internet experience, and sustainable products and services
• Ensure our operating standards are of a consistent and appropriate level across the Group.
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