Abstract

Vodafone is the fourth mobile telecommunication company to enter the Cameroonian market. This company came 2 years after the Vietnamese company; Viettel who came into Cameroon as Nextel. Vodafone initially started its operations in Cameroon in just two regions which are central and littoral regions. This company came with the 4G LTE technology to fight other competitors already in the industry like Nexttel, MTN and ORANGE.

As a company with growth potentials, Vodafone Cameroon has decided to expand its products and services to the other regions of the country. This integrated marketing communication plan is aimed at increasing awareness about Vodafone in the south-west region. Questionnaires were distributed to a sample of 200 people in the south-west region and findings prove that the inhabitants of this region have very little knowledge about Vodafone. The research was also aimed at telling the public about the products and services of Vodafone.

A 12-month budget of 349,144,000 FCFA will be used to elaborate this plan and expected sales of 1,472,000,000 FCFA and 147,200 subscriber increase for the first year. The 12 months (Feb 2018 – Jan 2019). Each marketing activity highlighted will be measured every month according to specific tools to determine the effectiveness of the tool.

CHAPTER ONE

INTRODUCTION

1.1 Introduction

The telecommunications industry in Cameroon is one that is growing at an alarming rate especially with the coming of new networks like Nexttel and Vodafone. Initially, this industry had 3 major players which were Orange Cameroon, MTN and Camtel but recently Nextel came up with the 3G and even 4G connection. With the coming of Vodafone, this sector is beginning to experience very stiff competition.

This integrated marketing communication plan is to help Vodafone create brand awareness in the South West Region (Buea).

 

1.2 Background to the study

Marketing Communications provide a generic framework for integrated marketing communications. The following definition separate marketing communications from its subset concept of integrated marketing communications:

IMC has been defined by the American Association of Advertising Agencies (“the 4As”) as a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines e.g. general advertising, direct response, sales promotion, and public relations and combines these disciplines to provide clarity, consistency, and maximum communication impact.” (Belch et al,).

 

1.3 Problem statement

It is no doubt that the telecommunications industry in Cameroon is fast growing. This is evident with the presence of about five networks in Cameroon including Vodafone. Very stiff competition has become the order of the day as these giants struggle for a bigger share of the market. Vodafone coming into the picture as the latest telecom company in Cameroon is found just in Yaoundé and Douala. Preliminary research has shown that the inhabitants of the South West Region especially Buea do not know about Vodafone and its services. Buea, with an increasing number of fast internet users, is a promising town for Vodafone to make its presence known in the south-west region as a result of the numerous academic and other institutions who desire fast data. Students most especially, need fast data for research. This IMC plan is to help Vodafone make its presence known in the south-west region and Buea in particular. The fast and cheap data that Vodafone offers will enable her to compete with other networks in the South West Region (Buea).

Can Vodafone increase market share in the South West region where other rivals like Orange, MTN and Nexttel are doing so well?

For a better understanding of this study, the following research questions have to be addressed

1. How is the marketing environment within which Vodafone works?
2. What are the products and services of Vodafone?
3. How much knowledge do the inhabitants of the south-west have on Vodafone?
4. How can Vodafone improve brand recognition in the South West Region (Buea)?

 

1.4 Objectives of the study

The main objective of this study is to design an integrated marketing communication plan to help Vodafone increase brand awareness in the south West Region.

Some short term objectives include:

1. To examine the Marketing environment within which Vodafone works (Conducting a SWOT and PESTEL analysis) for Vodafone in the South West Region.
2. To examine the products and services of Vodafone
3. To examine the number of knowledge inhabitants of the south-west region has on Vodafone
4. To examine the various ways in which Vodafone can improve brand recognition in South West.

1.5 Research methodology

In this study to designing an integrated marketing communications plan, Vodafone South West Expansion plan, we will look at all the elements of integrated marketing communication mix (personal selling, advertising, direct marketing, public relation and sales promotion), and how they can be used to improve brand recognition for Vodafone. We will go to the field, issue questionnaires and carry out interviews to know how much information the population has on the newly introduced Vodafone and also tell them about the products and services of Vodafone. This will be done through interviews and questionnaires which will be administered to the students and households in Buea.

 

1.6 Research Design

The research design will be a combination of both the qualitative and the quantitative research while the qualitative will help us to gain an understanding of underlying reasons, opinions, and provides insights into the problem, the quantitative research will be used to quantify the problem by way of generating numerical data or data that can be transformed into useable statistics.

 

1.7 Structure of the thesis

The thesis is structured systematically to progress from larger topical entities towards a more detailed level. In other words, from the general integrated marketing communications framework, the discussion will lead to how Vodafone can use the individual elements of the IMC to increase their brand awareness in the South West (Buea).

 

1.8 Delimitations of the study

1. This plan entirely is a Vodafone south-west expansion plan but I am collecting data just from Buea. The findings may be misleading because using a sample of 200 in Buea is not representative enough.
2. Also, as earlier mention that this study is supposed to be for the entire south-west region, covering the entire region will require a huge fund which is above my capacity. Because of the huge funds needed I choose to work just with Buea because it is the capital of the south-west region. Buea is also at the centre of the south-west.
3. In the course of this research, a lot of exhibits will be needed to back up this write-up, exhibits like Vodafone’s financial statement and other secretive documents to the organization. Getting some of these documents might not be possible.