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Introduction In the current chapter, it is aimed to explore the research topic with
extended library search. In order to develop the following literature review,
concepts and theories are taken from the previous research reviews. The previous
research papers were collected from the authentic sites.

A conceptual frame is developed based on the concepts and theories are

accumulated from the previous publications to shape the thought of the current
article. Conceptual framework 1. The brand Image of Vodafone Vodafone has
been enjoying strong brand image in the international market. one of the main
reason of doing so is the wide network distribution that is set by the
organisation.

this has enabled the organisation to strengthen their brand image and connect
with the potential customers. This has enabled them to maintain a strong
customer base among stiff competition in the market. Vodafone has been able to
get hold of the market which is very choosy about the services they avail.

The organisation has tried to promote the services and goods sold by them in a
manner that can attract the attention the local customers. This has helped them
to attract more of the customers. 1.1 The Brand Image of Vodafone in Ireland
Ireland has a strong Vodafone base and therefore they are attracted with the help
of the services that are provided by the organisation (Irungu, 2017).
The organisation has been successful in attracting huge number of customers
and has been the largest one with the greatest number of active customers. 1.1.1
Steps taken by the Vodafone management to create brand image in Ireland They
have begun to invest in sports through sponsorship. Vodafone has been able to
create a separate brand image for them.

This have been successful through the sponsorship in sports and especialy rugby
which is very fond to the people of Ireland. 1.1.2 The role of the Irish Government
in the development of Vodafone brand image The government supports the
organisation and helps them to grow and provide service to other customers.

Moreover, The Irish Government have collaborated with the organisation to

organise sports events as co-partners/ This has helped the organisation to take
active part in brand promotion. 1.1.3 The contribution of the sports Irish sports
organizations in the development of Vodafone brand image Sports attract huge
customers and they get influenced with the service of the organisation.

The sports organisations have been associated with the organisation for over the
years and have been renewing their contract for the better future of both the
parties. 1.2 Vodafone's Sponsorship in Ireland Vodafone in Ireland have invested
in sponsorship in Rugby as it is the most important part of the nation (Kartner,
2017). For the organisation of Vodafone, Ireland Rugby has helped them to build
a position in the minds of the customers through the active brand promotion.
1.2.1

Steps taken by the Vodafone management in terms of sponsorship The

management of Vodafone has surveyed the significant sports of different nations
and invest in those sports and games. After the successful survey, the
organisation has been able to decide on Rugby to the sport that is to be
sponsored. This sport is quite popular among the people and therefore would
help the organisation in connecting with the customers. 1.2.2

Benefits of the Vodafone in offering sponsorship Vodafone is able to attract more

customers and make a new customer base with new target market. There is huge
success for the organisation in terms of the branding. The organisation through
the sponsorship have been able to reach out to a great number of customers at
the same time. 1.2.3

Benefits of the sports organizations in accepting sponsorship from Vodafone The

sports organisation receives good amount of money in the mane of the
sponsorship and are able to pull off the show with great pomp and power. The
sports organisations are able to promote their players with the help of the
organisation. Those who are good players are most of the times helped by the
organisation in terms of personal sponsorship. 1.3

The impact of Vodafone brand image on the customers Vodafone has a great
impact on the customers of the organisation. They are able to attract more
customers with the help of the sponsorship that they get involved (Grant et al.
2017). The customers are influenced by the brand image that is created by the
organisation throughout the service.

The customers are aware of the services that are provided by the organisation to
the customers. Therefore, there is a communication between the customers and
the organisation. 1.3.1 The positive impact of creating brand image of Vodafone
The positive impact is that the customers are well acquainted with the brand of
the Vodafone.

The customers would be able to indirectly communicate with the organisation

and clarify their doubts that they have through the help of then customer service
executives. however, this gives the organisation a competitive advantage to
compete in the market. 1.3.2 The negative impact of creating brand image of
Vodafone The negative impact is that the customers are attracted towards the
organisation and the services without knowing the hidden details.

There is a negative impact is that the customers of the porgsniation who watch
Rugby and those who watch Rugby would be able to know the services and
products. those who are not involved with any of the either, would not be
affected by the branding procedure. 1.3.3 Increase of customer number because
of brand image Many people visit the sports for entertainment and get to know
about the services that are providing by the organisation.

This helps in increasing the number of customers for the organisation. more and
more people who are involved with the organisation would be able to know
about the services that the organisation would be able to provide. 1.4 The impact
of Vodafone's sponsorship on the customers With the Vodafone sponsorship, the
customers of the organisation have certain positive and certain negative impact
on them (Tiwari, 2017). This can be judged by the response of the customer.

There are different organisations that serve the telecommunication industry,

however this would help the organisation to make a place for themselves in the
market and compete in the competition with most of the organisations. 1.4.1 The
positive impact of the Vodafone's sponsorship on the customers The positive
impact is that the customers are able to know about the offers and the discounts
that are provided by the organisation. This is essential for the customers and they
are profited.

One of the most important factors of the sponsorship would have an impact on
the customers. The customers are able to communicate with the organisation
through the activities that are taken by the organisation by the promotional
activities. 1.4.2 The negative impact of the Vodafone's sponsorship on the
customers There is a negative impact on the customers as they are not able to
know the details of the information that they exhibit. This is because not all the
information can be displayed due to promotional strategy.

One of the negative impacts of the sponsorship of Vodafone is that they hide
certain terms, conditions from the customers so that they can do business with
the customers, and attract them. 1.4.3 Increase of customer number because of
sponsorship Due to the sponsorship, more and more of the customers are
attracted and the organisation is able to gin a new customer base along with the
existing one.

More and more of the customers are interested within the organisation for the
services through the sponsorship activities that they are engaged with. The
organisation is able to create a better customer group for themselves and a
better orientation for their business future. 2. The role of Vodafone's sponsorship
on sports Vodafone has identified sponsorship as one of the best manner
through which it can reach out to the customers.

Therefore, they have selected sports to be sponsored which attract a huge people
following. This activity has a greater impact of the image of the organisation as
many people are associated with it (Khan and Burton, 2016). Therefore, those
believing in the sports would be exposed to the name of Vodafone and there are
chances that the preferences of the customers would be affected to a great
extent. However, the organisation would also be able to earn a huge profit from
the share. This would also help the organisation to make huge customer base.

2.1 Vodafone and its impact on worldwide sports There is a great impact of the
sponsorship of Vodafone through which the organisation would be able to
attract more customers and gather new target market through the attraction of
new customers (?im?ek and Yinanç, 2017).

Throughout the international sports, Vodafone has played an important position

among them in sponsoring the events. Most of the sports people have benefitted
from the sponsorship that the orgsniationn gavve, even they are sometimes
provided with sports parts. 2.1.1 Vodafone and its relationship with sports
Vodafone has a strong relationship with sports.

This is the fact that the organisation is able to collect huge customers from the
viewerers of the sports. They have been providing support to the different sports
events and thus have been able to produce a space for themselves in the market
of sports. 2.1.2 Entrance of Vodafone sponsorship in Ireland's sport This is a
marketing strategy for the organisation through which they would be able to
receive attention of the customers and create new ones through. This was
beneficial to the organisation as well as the sports.

Vodafone is quite strong in Ireland and thus has a good collaboration with the
government. therefore, it is possible for the organisation to sponsor most
important events of the nation. this is another manner through which the
organisation would be able to collect more customers. 2.1.3

The benefits of world sports with Vodafone's sponsorship With the help of the
sponsorship of the Vodafone, the world's sports profit a lot from them. They are
able to receive a platform through which the sports people are ale to show their
talents to the nation. World sports get the opportunity to expand and bring to
the forth the games that have been practising from many years.

This is a big exposure for the organisation and the sports genre. Even the sports
people are associated with the profit that is shown in the sponsorship. 2.2 The
impact of Vodafone sponsorship on the players There is great impact of the
Vodafone sponsorship on the players and the impact is a good one (Wetzel et al.
2017). It is healthy for the organisation as well as the sports.

The players are able to communicate with the important people and set a
position for themselves so that they can move forth in their career. 2.2.1 The
impact of Vodafone sponsorship on the players of developing countries The
sports people of the developed nations receive a big break to move forward with
their career. They receive financial support and are strength to shoe their talent in
front of all.
The players of the developing nations do not get the best exposure as they lack
the basic facilities to proceed further. Therefore, with the help of Vodafone, the
players are able to look for the better future. 2.2.2 The impact of Vodafone
sponsorship on the players of developed countries The players of the developed
nation, through the campaigning of Vodafone try to make their international
space for the betterment of their career.

Tough the players of the developed nations are were versed with the facilities,
association with the organisation would help them to improve their brand value
and positions in the team. 2.2.3 The impact of Vodafone sponsorship on the
players of Ireland The players of Ireland, are very much profited from the
sponsorship of Vodafone, they are able to show their talent and make a position
for themselves in the national and international sports.

The players of Ireland are able to increase their position and status within the
nation and international position. Moreover, they get money to communicate
with the customers of the organisation through advertisements. 2.3 The
sponsorship of Vodafone to the Rugby team Vodafone is the prime sponsor of
the world Rugby.

This have a become a grand image and has profited both the sport and the
organisation in terms of profitability and revenue. With the sponsor to the Rugby
team, the organisation is able to fortify its position and give the best to the
organisation. Moreover, with the help of the sponsorship, the Rugby team would
be able to provide support to them. 2.3.1

Vodafone and its relationship with world Rugby Vodafone is one of the ,most
important sponsor of Rugby and therefore shares a strong relation with the
players. This not only helps the organisation to promote their organisation well,
this also helps the game to attract more viewers. The organisation has a great
relationship with the rugby of the international fame. This is because this is one
of the most effective games in UK.

most of the people watch this game and are connected to it emotionally.
Therefore, this would give the organisation the best results. 2.3.2 Influential role
of Vodafone in the promotion of Rugby With the promotion of Vodafone
through rugby, the organisation also helps in promoting the sport of Rugby.
Vodafone helps them to attract more of the customers. Vodafone has always
played an important role in promoting the sport of Rugby.
This is an important sport in only some part so the globe. With the help of
Vodafone, the organisation would be able to promote the sport in the
international level. 2.3.3 Impact of Vodafone on Ireland's Rugby The play of
Ireland is Rugby and Vodafone has a great impact on the sport. The main reason
is that with the sponsorship of Vodafone, the sport would be able to attract more
customers.

One of the greatest impacts that Vodafone has on the Rugby of Ireland is that
the organisation helped many of the players to get the placement so that they
can shape their latent to the viewers and the selectors. 2.4 The impact of
Vodafone on the Rugby players Since Vodafone is one of the effective
organisation in promoting in the sports of the Rugby, it has a significant role to
play in the life of the players. 2.4.1

Vodafone's role to promote the Rugby Vodafone invests the maximum in the
sports of Rugby, as this is one of the popular sports of the nation of UK
(Glemarec, 2017). This helps the sports to make the people aware and attract
more viewers. 2.4.2 Vodafone's role to promote the Rugby players Vodafone has
a big role to play in promoting the rugby players.

This is because the organisation sponsors in the sports the maximum. 2.4.3
Vodafone's role to the development of the career of the Rugby players With the
sponsorship of the Vodafone, the players of Rugby are able to bring their talent
to the forefront and get popularity through the support of the customers of the
organisation. 3.

Positive factors that influence Vodafone sponsorship There are many positive
factors that influence the sponsorship that is done by Vodafone. One of the
important factors is the good amount of customer base. This is possible because
the customers get to see the posters while they visit the sports. They would be
able to know the all the offers that is available and provided by the organisation
(Bridgewater, 2014).

The customers would be able to connect with the organisation and this would
help them to increase their sales. Even with the word of mouth, the organisation
would be able to attract more customers. This would help them to retain the
customers in the competitive market. 3.1 Factors that motivated Vodafone to
show interest in sports Facility to make the customers brand aware and strong
promotion were the important factors that have motivated the organisation to
show interest in sports. They use it for marketing purpose. 3.1.1
The role played by the government of the United Kingdom The government of
UK have helped the organisation to sponsor the sports and provided them to the
facility to operate in the field of telecommunication. There is a constant support
from then government. 3.1.2 The role played by the Irish Government The Irish
government have joined hands with the organisation to supply connection to the
people of the rural areas so that they can avail the services of telecommunication.
3.1.3 The marketing strategy of Vodafone Vodafone have used the strategy of
special characters for their promotion.

Even they have sponsored for sports, which have helped them to gain success in
the market. 3.2 Benefits of Vodafone while taking interest in sports Vodafone
have been able to gain huge success in the market for showing interest in sports
(Africa et al. 2017). They have been able to make a string customer base and
attract more customers. 3.2.1

Making the Vodafone a global icon Taking part in the sports, the organisation
has been able to make a place for them in the international market. The brand
image of the organisation is extremely smooth and popular. 3.2.2 Increases of
Vodafone's CSR (Corporate Social Responsibilities) value The direct sponsorship
with the sports is like an activity of CSR where the organisation is doing
something, which is of national gain. Therefore, this helps in increasing the
Vodafone CSR activities for the organisation. 3.3.3

Increases of Vodafone's fans worldwide With the active participation of the

organisation in sports sponsorship, it has been able to gain a wide fan following.
New customers were attracted through the active participation in the
sponsorship. 3.3 Benefits of sports from Vodafone sponsorship There are
numerous benefits that Vodafone have been able to gain from the sponsorship
they have invested.

Mostly, the organisation have been able to attract a large number of customers.
3.3.1 Increases attraction about the sports among common people With the
increase in the promotional activities through sponsorship, the organisation has
been able to attract the customers and inform them about the sports that are
taking place within the nation. 3.3.2

Highlighting the local teams Not all the people are aware of the teams that
participate within the sports. Through the sponsorship, many of the sportsmen
come to the forefront. This is extremely essential for the new comers. 3.3.3
Increases of number of players because of payment assurance Since Vodafone is
one of the reputed organisations in Telecommunications sector, most of the
players would take active part in the games sponsored by the same organisation
(Steenkamp, 2017). 3.4

Flaws of Vodafone sponsorships Though the organisation takes part in the

sponsorships, there are certain flaws that hamper the reputation of the
organisation. The organisation helps only those sports, which are reputed and
well known. 3.4.1 Selection of specific games to promote This flaw has made into
the headlines that the organisation only sponsors those sports which are popular
and selects among all whether it would bring them profit or not. 3.4.2

Lack of promoting local players for games The organisation is a profitable

organisation and therefore looks for profit in those players who are successful.
This avoids the people who are new to the game and the sector. 3.4.3 Lack of
promoting sports in the developing countries The developing nations do not take
part in the sports largely as they have to invest in different other sectors
(Shrestha, 2017). Therefore Vodafone does not invest in sports in those sectors of
the organisation. 4.

Sponsorship is a marketing strategy Vodafone uses sponsorship as some of the

strategies that can be used as their marketing options. There are many options
through which an organisation can promote their products in the market
(Tsiotsou,Alexandris and Bettina Cornwell, 2014). Sponsorship is one of the
effective manner through which an organisation can reach out to the different
customers that are present in a specified area.

Therefore, tis can be considered to the procedure where the customers can get in
touch with the organisation and get to know all the offers that are provided.
4.1Current market position of Vodafone The present market position of Vodafone
is quite strong. However, the organisation has quite a few rivals in the specified
field. In spite of stiff competition, the organisation has been able to increase the
market size of the organisation as well as make new customers.

The organisation has been running successfully in the market. 4.1.1 Analysis of
current market position According to the reports, Vodafone is one of the
strongest competitors in the market in relation to the telecommunications
industry, not only in UK but also throughout the work. In the year 2014, the
organisation was one of the second in terms of the connectivity that is provided
to the customers.
4.1.2 Analysis of the strength of Vodafone The greatest strength of the Vodafone
is the connectivity that it provides to the customers. This is extremely strong and
fast. This is the reason why the customers of the organisation are satisfied and
loyal to the service of the organisation. The network that the organisation can
provide would help the customer to reach even the rural areas. 4.1.3

Analysis of the weakness of Vodafone The wireless telecom service of the

organisation is not very well developed and therefore they are not able to get
hold of that part of the market share. This is the weakness that the organisation
have been facing right from the time others have introduced the service. This has
been vital for the organisation in losing the competition largely. 4.2

Current Business strategy of Vodafone Vodafone have been losing to the

competition because the wireless connection that is provided to the customers is
very poor and in most of the areas, there is no connection. Therefore, the
marketing strategy that the organisation has selected is to focus on the network
that is provided to the customers of the telecommunication industry.

4.2.1 Developing higher number of Vodafone stores Another marketing strategy

that the organisation has selected for them is availing stores at the doorsteps of
the customers. This would help them to reach out to the customers easily and
even attract them.

The customers would be satisfied with the store near to them and would be
interested in availing the service of the organisation. 4.2.2 Increases of Vodafone
customer support Customer support is another marketing strategy that has been
adopted by the organisation to reach out to the customers. there is customer
support 24x7 for the customers so that they can clear with their doubts and
lodge a complaint if they are facing issue while they are using the service of the
organisation (Biswas et al. 2017). 4.2.3

Special offers on recharges The organisation of Vodafone has provided special

offers for the customers of the organisation so that there is effective marketing
from the company's side. Through the discount, the organisation have been able
to attract the attention of the customers who were otherwise availing service
from other service providers at a lower price. 4.3 Promotional strategy of
Vodafone Vodafone has been very clever in using the promotional strategy for
the customers.
The customers of the organisation are easily attracted with the help of the
promotional strategy, which have been made in manner that is quite significant
of the organisation. Since the competition is very high, the promotional strategy
have to be made in different manner. 4.3.1 Promoting brand image by
sponsoring sports This is an excellent manner, which the organisation has been
able to promote the services and products that are available.

Mostly, the organisation sponsors at the different sports events which are very
popular among the target market of the organisation. Therefore, this helps the
organisation in determining the response of the customers. 4.3.2 Promoting
brand image by sponsoring selective sports in developing countries (cricket)
Cricket is one of the popular sports that are prevalent in certain nations and this
is related with the emotions of the people in most of the time.

Therefore, Vodafone has selected the sports to promote the services and would
be successful in making the people aware of the services that are produced. This
helps the organisation to create a brand image for them in the market. 4.3.3
Promoting brand image by using unique characters (Zoozoos) Using unique
characters is one of the significant methods through, which the organisation has
tried to promote the brand. Since, the competition is high; the organisation has
created a significant position for themselves in the market with the special
characters.

This would help the customers to remember the brand and have a strong brand
presence. 4.4 High Market competition There is tremendous pressure in the
market of telecommunication as there is good number of rivals present in the
market. Each of the rivals is in a try to super pass the rivals and win the greatest
market share.

Therefore, Vodafone has to use certain strategies to carry on with the position
that they have occupied in the past. 4.4.1 Emerge of new competitors Since the
market entry has become so easy in the telecommunication sector, there are
many new entrants in the sector. Some of the new entrants are focusing on
particular service so that they can grab the market and give the best service to
the customers.

Vodafone has been trying to surpass all the barriers with the competitive actions
of the rivals. 4.4.2 Increases of competition in the international marketing With
numerous market entries, many such organisations already exist in the
telecommunication market. With the increasing number of telephone use, the
organisations are making huge profit.

With the profit, all the organisations have been planning for international
expansion and this has created lot of competition in the market. 4.4.3 Higher
competition is in the new target market With the changing demands of the
customers, the structure of the market has been changing drastically. Therefore,
each of the organisations is creating new target market of themselves for their
benefit.

Therefore, there is supreme competition in the market among the new target
market for their part of the market share. 5. Present and Future of Vodafone
sponsorship There is great future for sponsorship in which Vodafone has been
involved in. They would be able to reach to a great amount of customers.

In the present situation, Vodafone has been enjoying good amount of response
from the customers who are also able to connect with the organisation directly
(Jensen and Cobbs, 2014). Nevertheless, in the future, the organisation would
profit among all the competitors. Vodafone being one of the popular
organisations would get the best response from the customers and enjoy
superiority in the market. 5.1

Current sponsorship status of Vodafone in Worldwide Current sponsorship status

of Vodafone revealed that this company has already been captured Rugby team
of Ireland and Australia. Furthermore, various national football team, cricket team,
basket ball team are concerts are sponsored by Vodafone. 5.1.1 Vodafone
sponsored Sports Vodafone has taken an initiative to give sponsorship in the
sports in order to get more benefit in their business.

Like other network company, Vodafone has given sponsorship to the Rugby and
Shockers. Vodafone has been announced to give sponsorship to the Indian
Premier Badminton league for 2017 (Clutterbuck et al. 2017). The manager of
Vodafone has taken this initiative.

The manager said that, their sponsorship in badminton would provide them the
opportunity to improve their customer base in India. This telecom company has
renewed its sponsorship deal with McLaren. From the annual survey report of
Vodafone, it has been analysed that Vodafone has given sponsorship to the
England cricket team.

Furthermore, Vodafone has been a sponsor of the McLaren team since 2007. The
general sponsorship has been influenced all over the worlds and the
organisations has attract large share of Customer base globally. 5.1.2 Current
Vodafone sponsored events Vodafone has been sponsored many events in UK
most of them are about sports.

Most of the music events of UK has been sponsored by Vodafone. Furthermore, it

has been seen that, Vodafone initiative to give sponsorship to the local football
club of UK has been sponsored by Vodafone. From the UK survey report of 2016,
it has been analysed that Vodafone including music events, concerts, sports and
cultural events has sponsored 231 local events.

5.1.3 Vodafone sponsorship in international events Vodafone sponsors various

international events in UK, USA and India. Vodafone in Ghana has given
sponsorship to the various events in television channel. Apart from this, it can be
said that, in Ghana, Vodafone has given sponsorship to the national award for
sports events.

Vodafone has cosponsored UK international fashion events in the year 2014

(Moisescu, 2017). Furthermore, it has been analysed that Vodafone has come
with the agreement with UK government to give sponsorship to the big musical
events. 5.2 Current sponsorship status of Vodafone in Sports Vodafone are
favourites to land the coveted Irish rugby sponsorship and has fixed a deal for 5
years.

Furthermore Australian Rugby club has fixed 3 years deal with this company. The
company has been taken an initiative to give sponsorship to the car racing team
of Dublin. 5.2.1 Current Vodafone sponsorship status in world sports Vodafone's
sponsorship to the sports has allowed the company to get more profit in the
international market of UK and USA (Chadwick, Donlan and Anagnostopoulos,
2017). It has been analysed that, Vodafone has given sponsorship to motor racing
team and Manchester United.

Furthermore, in the year 2015, Vodafone has given sponsorship to the Netball
world cup. The company has been come to an agreement to give sponsorship to
the team of Ireland. Vodafone's sponsorship to the England cricket team has
given them the opportunity to improve their brand image in the market of UK.

Apart from this, Vodafone has sponsored national car race tram of Nigeria. 5.2.2
Current Vodafone sponsorship in Irish sports In Irish sports, Vodafone has taken
an initiative to given sponsorship to the national Soccer team and Basket ball. In
Ireland, Vodafone has taken an initiative to give sponsorship to the GGD team are
set to score one of the biggest sports sponsorship.

Apart from this, it has been seen that this company has been taken an initiative to
give sponsorship to the car racing team of Dublin. 5.3 Current sponsorship status
of Vodafone in World Rugby Along with international Irish Rugby, Vodafone has
given sponsorship to Australian rugby team, Dublin rugby club.

As opined by “Fiji Rugby Union and Vodafone have further strengthened and
fortified their relationship with Vodafone announcing an additional cash support
of $100,000 towards the Vodafone Flying Fijians”. 5.3.1 Arrangement of Rugby
tournaments The telecom giant Vodafone has been come in to the agreement
with Australian Rugby team for 4 years.

After the deal between ARU and rugby, arrangements have been come with full
force. In this biggest come back in Australia, Vodafone has been started their
arrangement with jersey printing. Vodafone has given order to the national
animation media company of Australia in order to given idea about the printing
of the jersey.

Vodafone Australia Consumer Business Director, Ben McIntosh said that they
have started arrangements for the tournaments with full of initiative. 5.3.2
Sponsoring local players to get in national team Vodafone of Australia has taken
an initiative to sponsor local player in thee national team. The local player of
Australia and Ireland are sponsored by the company in order to get more profit.

This initiative will provide this company to get more opportunity to increase their
brand image. 5.3.3 Securing player's earnings Through this process, Vodafone has
secured the player's earnings. The players are allocated money by Vodafone
company their playing cost. This initiative is very effective from the business
perspective. It helps the company to increase their brand image. 5.4

The Future of Vodafone sponsorship in Rugby The future of Vodafone's

sponsorship in Rugby is very bright after the success measured in Ireland rugby.
The company has the opportunity to deal with USA rugby team in future. 5.4.1
Current Economical condition of Vodafone Evaluating the current economical
status of Vodafone, it has been analysed that annual revenue of this company is
£40.07 billion in 2016. Operating income is £ 1.75 billion in 2016 (Scott et al.
2017).
Furthermore, It has been analysed that company's total asset has been counted
as £ 133. 07 billion. After taking this initiative to give sponsorship in sports and
events, the organisation has the possibility to get a strong financial status in the
international business market. 5.4.2

Analysis of the economical status of Vodafone in next 25 years After evaluating

the present economical status of Vodafone, it can be said that, the company has
a possibility to reach in the peak of success in next 25 years. As per International
survey report of UK, annual revenue of this company will be approximately £58-
£80 billion per years (Scott et al. 2017).

Furthermore, this survey report analysed that, on that time company will have the
total asset of approximately £220 billion. 5.4.3 Assumption of the future of
Vodafone's sponsorship After evaluating the rapid increscent of Vodafone, it can
be said that, Vodafone will try to give sponsorship to the team of Olympic.

Furthermore, after the collaboration with Rugby team of Australia, it is quite clear
that next target of Vodafone is to give sponsorship to Australian cricket team. 6.
Challenges faced by Vodafone Vodafone has growing market in the European
countries as well as in the Asian countries. The Vodafone group is continuously
trying to increase their share in market. The Vodafone group is already operating
in more than 26 markets in around 16 countries.

Operating in 26 markets, Vodafone currently have approximately 399 million total

ventured customers including 152 million registered customers. While expanding
market in the untapped area, Vodafone is mainly focused on the acquisition and
integration strategy. In most of acquisition cases, Vodafone faced difficulties.
Acquisition and merging policy in the highly competitive market could be proved
as fatal.

According to Riordan, Storkenmaier and Wagener (2010), the acquisition and

merging policies of Vodafone indirectly influenced its market competition. 6.1
Emerging market competition in international platform The market competition
in the international platform is increasing day by day. In 16 countries, Vodafone
not only competing with the international telecom companies such as Relefonica
Europe PLC or Deutsche Telekom AG but also competing with the local and fresh
competitors. 6.1.1

Entrance of new competitors Based on the number of subscribers there are more
than 30 mobile phone network company currently exists in the international
market. Among them, the Vodafone holds second position by the number of
subscriber after China Mobile. It is assumed by Michalakelis, Sphicopoulos and
Varoutas (2011) that within next 10 years the international telecommunication
market will welcome more than 7 percent fresh competitors of the current list.
6.1.2 Power increase of the existing competitors The power of the
telecommunication companies are increasing day by day.

This is because most of people (around 60 per cent) now have a mobile phone
and seeking the operators or plans that suit them best (Bach and Allen, 2010).
Having a potential and large market already influenced the competitors to take
measurable business strategies. Individual governments of different countries are
influencing them. 6.1.3 International business laws and tariffs Every country has
different business laws.

According to Whalley and Curwen (2012), differences in business laws could have
severe impact on the telecommunication industry. It is already noticed that the
business laws in several countries are developed in such a way that it can
influence local companies and hinder the overseas companies to enter in the
market. Vodafone is suffering in many Asian countries because of the differences
in international business laws. 6.2

Emerging market competition in Ireland Like any other countries, the market of
telecommunication industry in Ireland is also showing higher competition. The
market of Ireland telecommunication industry is already captured by Vodafone,
Eircom Limited, Wayra Ireland Limited and BT Communications Ireland Holdings
Limited (Hoernig, Inderst and Valletti, 2014). Along with the existing competitors
the overseas telecom companies are trying to enter in the Irish market. 6.2.1

Emerging competitors in Ireland The list of emerging telecommunication

companies in Ireland may include An Post, Imagine communications, Just Mobile,
MDS Gatways, Meteor, O2, Smart Telecom, Tesco Mobile, Three Ireland and
Virgin Media Ireland. These emerging competitors are already offering tough
competition to Vodafone and other existing telecommunication companies.

It is assumed that these companies are going to acquire moiré than 60 percent
telecommunication market of Ireland (Baranes, Benzoni and Vuong, 2011). 6.2.2
Increase strength of the emerging competitors in Ireland The emerging
competitors in telecommunication industry of Ireland have good financial back
up which influenced them to directly challenge the competitors in the existing
market.
With strong financial back up and government influence the emerging
telecommunication; companies can cause severe damage to the business of
existing companies, such as Vodafone, Relefonica Europe PLC and Deutsche
Telekom AG (Mih?il?, 2012). 6.2.3 Tariff and other policies of Irish Government
The telecommunication policies are regulated by the Commissions for
Communications Regulation (ComReg).

The Minister of Communications, Energy and Natural Resources is liable to take

decision about telecommunication tariffs and laws (Buabeng and Sam, 2011). The
European Electronic Communication Code is followed by the Irish Government
that offers privilege to the emerging companies. Therefore, the market
competition in Ireland telecommunication market is increasing day by day
(Kwenin, Muathe and Nzulwa, 2013). 6.3

Emerging sponsorship competition in Ireland The sponsorship competition in

Ireland is increasing day by day. According to the report of Jensen and Cobbs
(2014), most of the established telecommunication organizations in Ireland are
offering sponsorships to the football teams. The telecommunication companies
like O2, Three and EIR are offering sponsorships to more than one team.

Vodafone Group Sustainability Report (2012-2013) showed that the Irish

sponsorship market has grown by 5 per cent in 2016 and estimated to grow by 7
per cent within 2017. 6.3.1 Increases number of overseas competitors showing
interest in sponsorship The overseas competitors have also shed their interest in
offering sponsorships to the Irish football teams. It is noticed that offering
lucrative sponsorships to the selective home teams help the new market entrants
to make good promotion.

According to Klauer (2015), offering sponsorship to the players is a good and

profitable promotional strategy. 6.3.2 The increase rate of sponsorship plan
offered by the competitors The sponsorship plans offered by the market
competitors are lucrative. The O2 Ireland is offering sponsorship to the West
Stands, while the Three is offering sponsorship to the Irish National Football team
(Kelly, 2012).

On the other hand, Vodafone is offering sponsorship to the IRFU (€ 50m for four
years) and RTE. 6.3.3 Increases demands of the world sports organizations While
the communication companies are spontaneously offering handsome
sponsorships to the players, it is also noticed that the sport organizations in
different countries are calling auction to get the best sponsorships (Jensen and
Cobbs, 2014).

The worldwide demand of sponsorships in the sports field is growing rapidly. 6.4
Emerging sponsorship competition in Rugby The competition of offering
sponsorship to the rugby or football team is increasing hugely. The Rugby World
Cup played by the best teams and the higher ranked teams achieve the
opportunity to have better sponsorships.

Both men and women rugby is now influenced by the sponsors. When the
company like Vodafone is signing up for RTE, the women rugby event of Australia
has sponsored by Aon (Kelly, 2012). 6.4.1 Overseas companies showing interest
rugby sponsorship Overseas or emerging companies from various industries are
showing interest to offer sponsorships in rugby.

Rugby or football is a game, which plays by the most number of countries (~ 200
countries) (Whalley and Curwen, 2012). Therefore, offering sponsorship to this
game could be the ultimate promotion for any company. 6.4.2 Competitors
offering higher amount of sponsorships Competing companies, which are
offering higher sponsorships, are getting advantage to promote their services or
products (Bach and Allen, 2010). Therefore, companies, which have good financial
back up can only turn up to offer sponsorships to the players. 6.4.3

Increases demands of the Irish sports organizations Like the other sports
organizations in other countries, the Irish sports organizations are also showing
their interest to acquire the best sponsorship opportunity. In order to do so these
sports organizations are taking different policies as well as concentrating on the
improvement of performances. 7.

Steps to overcome challenges According to Whalley and Curwen (2012), the

Vodafone Company have confronted different challenges in different situations,
which may include from entering untapped market to the acquisition of other
company. In most of the cases the Vodafone management has taken important
steps that helped them to overcome the challenges.

Currently, this telecommunication giant is facing threat of increasing competition

in the potential market. In the developing countries, the Vodafone group is
focusing to buy other companies in order to decrease market competition.
However, it is difficult to build a monotonous market. Even in the home country
(Ireland), Vodafone is facing extreme competition. 7.1
Selection of new marketing strategy As opined by Hoerni Inderst, R. and Valletti
(2014), the selection of new marketing strategy could be proved as efficient in
terms of eliminating the challenges and establish stronghold in the market.
However, the selection of the new marketing strategy is not easy.

The new marketing strategy of Vodafone should be developed based on the

current strength and weaknesses of the organization and the market demands.
7.1.1 Analysis of the competitors' strategy According to Baranes, Benzoni and
Vuong (2011), analysis of the competitor's strategy could be proved as effective
to overcome the challenges.

It is found that the analysis of the competitor's business strategy can help the
Vodafone group to identify the gap and develop own marketing strategy with an
advantage. 7.1.2 Analysis of the current marketing strategy and issues within it
Analysis of the own marketing strategy is important as it is helpful to identify the
weakness of the organization and the issues within the current marketing
strategy.

As opined by Bach and Allen (2010), the Vodafone is currently analyzing the
strength and weaknesses, which are valuable and can help to strengthen the
organization's new marketing strategy. 7.1.3 Development of new marketing
strategies Development of new marketing strategy is very crucial but Vodafone
management is very dynamic and they are continuously developing newer
marketing strategies.

According to Michalakelis, Sphicopoulos and Varoutas (2011), the Vodafone

management has to deal with the customers of 16 countries, which force them to
create different marketing strategies for different countries based on the
customer behaviour, market demand and other associated factors. 7.2 Meet the
demands of Rugby In the European countries, rugby is a very popular game. The
demand of the rugby players is very high and so do their sponsorship demands.

With the increase of companies offering handsome amount of money, the rugby
teams have a power to choose the best sponsorships. According to Whalley and
Curwen (2012), Vodafone is currently promised to IRFU about € 50m for four
years sponsorship. 7.2.1 Analysing the current portfolio of world rugby According
to the IRB (International Rugby Board), the number of total Rugby playing
countries is 119.
In these 119 countries, approximately 18630 clubs are now surviving. Therefore, it
can be easily estimated that the demand of the sponsorships in the club level is
very high. The Vodafone and other willing just need to find ideal club to offer
sponsorships. 7.2.2

Analysis of the demands of the rugby organizations The demands of the rugby
organizations in terms of the sponsorships are increasing continuously.
According to Mih?il? (2012), there are two factors that are playing major role
behind the increasing demands for high sponsorships. The first factor is the
number of rugby organizations. A large number of countries are now playing
rugby and thus they are competing to achieve better sponsorships.

Another factor is the growing craze about rugby among the common people,
which influences the companies to promote the game and their products. 7.2.3
Strategies should be taken to meet the demands of the rugby players
Considering the current demands of the rugby game in certain countries, the
Vodafone group has to take strategies to meet their demands. According to
Baranes, Benzoni and Vuong (2011), Vodafone management is pressing on the
performances of the club players.

They are selecting the best team that tops in the league championship. Vodafone
has already signed up a sponsorship bond with RTE for four years. However, it
can be said that significant changes may be required in the sponsorship
strategies of Vodafone to sustain in the competitive market. 7.3 Offer
sponsorship other than rugby Offering sponsorships to the players of rugby
game is no doubt a good move but according to the statistics, a company cannot
reach to the maximum number of potential customers.

Therefore, in the research study, Klauer (2015) mentioned that it is important for
an organization to offer sponsorships to different fields or events. It is a good
strate4gfy to expand the customer number. Failing to do so cannot help an
organization to grow their business in overseas markets. 7.3.1 Analysis and
finding of sports other than rugby to offer sponsorship While considering the
European countries, there are different sports, which are as popular as the rugby
game. For an example, Lawn Tennis is hugely popular in the western countries.
This game is also becoming popular in the Asian countries.

On the other hand, basketball and baseball are two popular games that are
played by almost of the students in the western countries. After analyzing the
popularity of the individual games like swimming and gymnastics, it can be said
that offering sponsorships for the athletes could be an advantageous move for
an organization to launch their products.

Athletes and players of the individual games representing in world tournaments

could be sponsored and spread the brand name in worldwide. 7.3.2 Offering
sponsorship to the particular sport in world wide Offering sponsorship to a
particular sport in worldwide could be either a good move or bad. The reason
behind this statement is that, there are only few games, which are played by
more than 200 countries (Jensen and Cobbs, 2014).

If an organization is trying to reach the market of most of the countries, then

selecting one of the worldwide favourite games could be a good move. On the
other hand, the popularity of a same game could differ from one country to
another, which could have a negative impact on the promotional strategy. 7.3.3
Analysis and finding of sports and events other than rugby that are sponsored by
Vodafone Although, Vodafone is sponsoring a handsome amount to the Irish
team, it is found that Vodafone is a popular organization that is currently
sponsorship more than one event and games.

Namely, Vodafone is a proud sponsorship of Ferrari, which is widely popular

(Ft.com, 2017). In order to achieve the global presence they sponsored McLaren
Formula One team. Apart from that, Vodafone has also sponsored the Champions
League and the Manchester United in past years (Morgan, 2016).

This group also sponsored India's Premier Badminton League (PBL) recently to
promote their business in Asian countries. The Vodafone was a sponsor of RIO
2016 Olympics for Team Fiji, which is also prestigious (Canning, and Simon, 2017).
It is also in news that Vodafone bought ICC Cricket World Cup sponsorship for
~Rs 45 crore (EloTalk, 2017). 8.

Conclusion From the current literature review it can be concluded that the
previous authors mostly tried to evaluate the Vodafone's current promotional
strategy. Very specific details about the Vodafone's past and current
sponsorships were found from the news articles. Considering the findings of the
current literature review it can be said that the sponsorship strategy of the
Vodafone was good enough to make their position in European countries.
However, they need to change sponsorship strategies significantly to enter in the
market of Asian and Middle East countries.

It can be assumed that this literature review would provide insight to the research
work. Chapter 3: Research Methodology 3.1 Introduction This particular chapter
introduces various comprehensive research methods and techniques which are
essential to conducting a specific research. The researcher considers some of the
suitable research methodologies and makes the selection of the most
appropriate ones.

In this context, it is essential to mention that the researcher selected all the
required methods before starting the investigation. These selected
methodologies helped the researcher to conduct the research work in an
effective manner. Various sorts of theories and techniques helped in the
collection of relevant data and information regarding the impact of Vodafone's
sponsorship on Rugby and its brand perception among consumers in Ireland.

From the critical viewpoint, it can be stated that improper outcome can result due
to the wrong selection of the research methods. Here, the researcher has chosen
particular methods with proper justifications. The details of the research
philosophies and approaches are manifested in order to evaluate their
significance in the research studies.

The selected research methodologies helped the researcher to bring out positive
outcome after investigating the study. Apart from this, it is essential to mention
that entire research was done by maintaining some specific ethical
considerations. Through maintaining the ethics, the researcher enhances the
reliability as well as the validity of the study.

However, the researcher confronted certain constraints during the investigation

and due to this reason the research is restricted to some extent. 3.2 Evaluation of
Research Problem In the words of Billig and Waterman (2014), it can be noticed
that that the research problems are addressed at the initial stage of the study.
Through addressing the research problems, the researcher is able to concentrate
on a specific issue and based on that the research objectives are formulated.

Supporting the discussion, Jensen (2013) added that without analysing any issue,
it is difficult for the researchers to carry on a specific research and bring out a
successful result. Through the research objectives, the research problems can be
evaluated: Evaluation through research objectives: · Objective 1: To critically
conceptualise Vodafone's sponsorship and its brand perception upon the
customers of Ireland The objective has led the researcher to the direction where
the research would be able to obtain the main outcome.
In order to be more precise, the researcher conducted this research in order to
analyse the impact of Vodafone's sponsorship on Rugby and its brand perception
among consumers in Ireland. In order to fulfil the research objectives, the
researcher formulated the research question. In this context, it is essential to
mention that the research question is formulated by based on the research
objectives.

The prime research question is 'What is the impact of Vodafone's sponsorship on

rugby and its brand perception on consumers in Ireland?'. The reason behind the
forming the question is to analyse the sponsorship process and its impact on the
brand loyalty of Vodafone. · Objective 2: To understand the role of Vodafone's
sponsorship in Ireland Rugby team The study considers the Ireland Rugby team
as a medium in order to establish the concept of the impact of sponsorship.

In the research rationale, it has been mentioned that the IRFU declared their four
year sponsorship deal with the respective company. The reason and purpose
behind the Vodafone's sponsorship of the Ireland Rugby team are manifested by
following this particular research objective. The researcher gathered the
necessary data and information from the recent journal articles and website
entries.

The researcher aligns this objective with the research question and demonstrates
how the role of Vodafone's sponsorship affects their brand imagery in the
respective country. · Objective 3: To analyse the challenges faced by Vodafone to
give sponsorship to Ireland Rugby This particular objective is formulated in order
to address the challenges that the respective organisation faced their
sponsorship with the Ireland Rugby Team.

It has been found that the Irish Football Team has some serious issue with
Vodafone with the money. This is the main reason that Vodafone decided to
sponsor is to enhance their brand image in the rural areas. Rugby is the most
popular game in the respective country and thus sponsoring the brand in that
game benefits Vodafone.

However, the question is about the challenges that Vodafone confronts in the
sponsorship. This clears the fact that the study confronts both the positive and
negative sides of the research and makes it a critical research. · Objective 4: To
provide possible recommendation to prevent these challenges Lastly, the study
brings out some recommendations in order to provide the solution path for
dealing with the issues encountered in the research. This particular objective
helps the researcher to complete the research work with an effective manner.

Through establishing a complete knowledge of research variables, the study

enhances its significance in the future researches. 3.3 Research Onion and
Proposed Methodology The researcher undertakes the certain process in order to
conduct the study and lead it on the right track. The various sorts of
characteristics are considered from the tool 'research onion'. Saunders et al.

(2009) pioneered that the research onion is the most crucial tool or model which
helps the researchers with a certain set of stages. In this research, the researcher
pursued all the stages mentioned in the research opinion during the investigation
process. Cohen et al. (2013) added in this context that the stages of research
onion direct the researchers in ways where they would be able to resolve the
issues.

Figure 1: Research Onion (Source: Saunders et al. 2009) In the above figure, it has
been shown that the research onion represents six segments which include
research philosophies, research approaches, research strategies, research choices,
time horizons, data collection and analysis techniques.

Every stage of the research onion provides the essential elements which are
necessary for conducting a research study (Saunders et al. 2009). Furthermore,
the stages give an idea how to conduct a study step by step. After the application
of research philosophy, research approach, and research design, the onion tool
leads the researcher to the centre or end of the process.

Here, the researcher is directed to gather the data and information which has a
direct impact on the research outcome. 3.3.1 Research Philosophy It the words of
Taylor et al. (2015), it has been noticed that the Interpretivism, Positivism, and
Realism are the most effective research philosophies that most of the researchers
find appropriate in their research studies.

Here, it is important to mention that the interpretivism research philosophy is

mainly considered in the studies which are based on the social sciences. This
particular research philosophy is used in the researches as the researchers tend to
represent different visualisation of the research process through interpreting the
social world. Both the cultural as well as situational variations are evaluated with
the help of this research philosophy.

After gathering the data, it has been found that the researchers consider this
particular philosophy when they study comparatively complex researches. In
supporting the discussion, Creswell (2013) defined the realism research
philosophy represents a mixed approach which considers both the interpretivism
and positivism research philosophies.

Based on the availability of the theoretical supposition and tools, some specific
theoretical terms are used, and in such researches, the realism philosophy is
considered. On the other hand, the positivism research philosophy helps the
researchers to conduct and evaluate a research in a more scientific manner.
However, in the present research, both the interpretivism and realism
philosophies are not appropriate, and thus these have been avoided.

Along with that, it is essential to mention that the Positivism research philosophy
has been considered in the present study. Justification of Chosen research
philosophy: Here, the researcher pursued the positivism research philosophy as it
helps to fill the knowledge gap through analysing the universal laws (Creswell
2013).

In this research study, the researcher depended on the quantifiable observation

and obtained factual knowledge regarding the research topic. Through the
application of the positivism research philosophy, the researcher ensured that no
provision of human interest is there in the investigation (Flick 2015). 3.3.2

Research Approach Figure 2: Inductive and Deductive Research Approach

(Source: Gray 2013) According to the study of Kitchin and Tate (2013), the
Inductive Research Approach and Deductive Research Approach are the most
effective research methods. In the above figure, it has been shown that the
inductive research approach is a 'bottom to top' approach where the researchers
have to start off with the observation part. Through gathering data and
information, the researchers have to generate new theories.

In this context, it must be mentioned that it is quite difficult to build observation

without generating any preconceived ideas. Creswell (2014) added that when the
researchers generate new theories, they also need to examine the existing ones in
order to make a proper alignment between the new and existing theories. Along
with that, the researchers need to multiple times analysis and repeated shifting in
order to build a new theory.

Besides, this particular approach is expensive as well as time to consume in

nature. Here, the researcher found that this research approach is not appropriate
for this study as it will be difficult to rely on the observation without having the
knowledge of the reality. The inductive research approach has been rejected in
this study, and deductive approach was considered.

As per the statement of Mackey and Gass (2015), the deductive research
approach is a top to a bottom approach where the researchers start off with the
theories and then depend on the observation. The deductive research approach
is considered when the researchers examine the existing theories and concepts.
Justification of Chosen Research Approach In the present research, the researcher
has found that the deductive research approach would be the most appropriate
method.

This particular approach helped the researcher to start from the general level and
then enter into the most specific level. Another reason for considering this
approach is that it requires low budget and less time as well (Merriam and Tisdell
2015). 3.3.3 Research Design Figure 3: Research Design (Source: Collis and Hussey
2013) According to Collis and Hussey (2013), the research design is used in the
studies because it helps to create a framework so that analysing pattern can be
applied effectively.

It is mentioned that three specific types of research designs are there that are
used in most of the researches. The research deigns to include Descriptive
research design, explanatory research design, and exploratory research design. In
this context, it is essential to mention that the descriptive research design helps
to analyse the non-quantified topics and issues.

On the other hand, the exploratory research design is considered in order to

generate the qualitative information (O'Leary 2013). Wildemuth (2016) criticised
and stated that this particular research design might subject to bias during the
interpretation of the gathered data. Apart from these two research designs, the
explanatory research design is considered as a casual research design.

Form critical viewpoint, it can be stated that with the application of this research
design, it is difficult to reach to an appropriate conclusion. However, the
exploratory and explanatory research designs have been rejected by the
researcher here. Justification of chosen research design: In the present research
study, the descriptive research design has been considered.

Considering the statement of Pickard (2012), it can be stated that this particular
research design directs the researcher with certain steps so that effective analysis
can be built. At the initial step, necessary information is identified and the data
gathering information instruments are developed as well. Furthermore, the
population and sample size both are identified here. Afterwards, the data and
information are collected, and problem statements are brought out.

Reynolds et al. (2014) added in this context that the descriptive research design
helps evaluate the research topic with a clear description. 3.3.4 Research Strategy
As per the statement of Silverman (2016), the diverse research strategies include
experiment through case studies, action researches, surveys, interviews,
ethnography and archival research, grounded theory and so on.

Here, the researcher has considered a case study analysis in order to establish the
concept of the research topic. Along with that, the researcher considered the
survey and interviews in the research strategies so that effective outcome can be
brought out. 3.3.4.1 Questionnaire Silverman (2013) opined that the researchers
framed some questions in order to apply the quantitative or qualitative research
techniques.

These questionnaires are asked to the research participants, and they are allowed
to contribute their comment without any pressure. The participants contributed
their comments and expressed their viewpoint the way they feel, think, and
believe. Saunders (2011) added in this context that the prime purpose of
investigating with the questionnaires is to gather huge data with a low budget.

However, in this context, it is essential to mention that the researchers should

ensure that all the research participants are able to answer the questions framed
for them. This is because, in some cases, it has been found that the participants
are unable to understand the meaning of the questions asked in the participation
sheet.

In such cases, the participants ask another person about the questions, and hence
their responses might be biased. Considering the statement of Neuman and
Robson (2012), it can be stated that the questionnaires of the researches can be
characterised in three ways: · The questionnaires include close-ended questions
only: In most of the researches, the researchers ask the close-ended questions
where the participants' answers are based on some options (Dumay and Cai
2015). In order to be more precise, the participants are not allowed to provide
any other information or share their viewpoints in a detailed manner.

They are bound to answer on the basis of the option provided to them. After
gathering their responses, the researchers analyse the responses as a whole and
based on the outcome the conclusion is made (Paneerselvam 2014). · The
questionnaires include open-ended questions only: Ali (2015) stated that the
open-ended questions consider more elaborative answers where the participants
are asked to share their beliefs and viewpoints.

Unlike the close-ended questions, the open-ended questions allow the

participants to state their views in a detailed manner. This is time-consuming in
nature, and hence the researchers need to select very limited number of
participants. · The questionnaires include both open ended and close ended
questions: As opined by McCusker and Gunaydin (2015), some of the researchers
consider both the open ended and close ended questions in order to enhance
the effectiveness of particular studies. This is also time-consuming in nature.

Besides, the researchers have to make a conclusion by based on the responses of

both kinds of questionnaires. Here, in the present research study, the researcher
solely relies on the close-ended questions which were asked through the
application of survey strategies. As the researcher tend to analyse the impact of
brand perception of Vodafone on the consumers of Ireland.

Thus, it is assumed that the close-ended questions would be enough for this
research study. Along with that, the researcher needs to complete the entire
research work within a limited period. Thus, it can be stated that the close-ended
questions would the appropriate for this research.

In this context, it is important to mention that the self-questionnaires have a high

significance in research. This is because the researcher is able to frame the
questionnaires in such a way that the responses can fulfil the research objectives.
Further, it helped the researcher to consider a large number of participants and
complete the survey within less time.

Furthermore, it needs a low budget which is convenient for the researcher. The
prime advantage of this type of questionnaire is that the researcher can avoid the
presence of the interviewees. Billig and Waterman (2014) stated that the major
challenges that the researchers confront are that the general people do not have
the willingness of participating in such research studies. This is because the
interview process considers the open-ended questions which require more time
in comparison to the close-ended questions.

Considering these certain circumstances, the researcher decided to rely on the

close-ended questions and avoided the open-ended questions. From the critical
point of view, it can be stated that some disadvantages are there in framing the
self-questionnaires. Reynolds et al. (2014) stated that in this type of
questionnaires, the researchers are likely to receive low response rates.

In order to be more precise, the response rate depends on certain factors. In a

case, if the participants find that the questionnaires are designed poorly, then
they may not want to make a part of this research. Besides, if the questions are
complex, then people would fail to answer, or the wrong answer would be
provided. This would affect the outcome of the investigation.

Thus, here, the researcher considered this factors and ensured that the
questionnaires would be easy to understand. McCusker and Gunaydin (2015)
shared the viewpoint that sometimes the participants do not give the effort to
understand the questions. They arbitrarily fill up the ticking boxes.

Thus, here the researcher ensured that the participants would be encouraged and
motivated for giving right and genuine answers. Before starting the investigating,
the researcher would let them know about the research so that they feel involved.
The Investigation Questionnaire Here, the researcher framed 25 close ended
questions and made the questions very concise.

This helped the participants to understand the questions. Along with that, the
researchers include few options under each question. This is because long
questions and a large number of options make the participants confused (Dumay
and Cai 2015). As a result, the outcome of their responses might be affected. In
most of the questions, the researcher only put the option 'Yes/ No' which is very
easy to answer.

From a psychological viewpoint, it can be stated that this particular option make
the participant concentrate what the question is asks for (Neuman and Robson
2012). In order to be more precise, people do not want to answer 'yes' or 'no'
without judging the statement or questions. Considering this fact, the researcher
applied this strategy here.

Apart from this, the researcher considers rating system so that the beliefs of the
participants can be determined. 3.3.5 Research Choice Billig and Waterman
(2014) opined that the researchers choose some particular research choices in
order to implement the selected techniques. The most effective research choices
include mono method, multi-method and mixed method.
It is also mentioned that the mono method is considered when the researchers
conduct either quantitative or qualitative research techniques. McCusker and
Gunaydin (2015) added in this context that in most of the case the mixed
methods are considered as the multi method. The multi-method is applied when
the researcher consider both the qualitative as well as quantitative
questionnaires.

In the present research study, the researcher considered only the mono method.
This indicates that the researcher considered either qualitative or quantitative
method. However, the details of the selection of research techniques would be
manifested in the later section. 3.3.6 Time Horizon Layer Before initiating the
research work, the researcher has framed the entire work layout based on a Gnat
Chart.

The representation of the Gnat chart has been depicted below in a systematic
and logical manner. Main activities 1st week 2-4th week 5th week 6th-8th week
9th-11th week 12th week Selection of research topic ü Composition of the
literature review ü Research methodology ü Collection of primary data ü Analysis
and interpretation of data ü Findings ü Conclusion and Recommendation ü Final
submission ü Table 1: Gantt Chart (Source: Created by Author) 3.3.7 Data
Collection Process: Primary and Secondary Research As stated by Reynolds et al.

(2014), the most essential part of a research study is the data collection process.
Through the application of this process, the researchers are able to gather the
relevant data and information associated with the research topic. With the help of
the gathered data and information, the researcher derives the outcome of the
investigation.

In this context, it is essential to mention that the researcher is able to deliver

standard format of the research with the help of the data collection process. Billig
and Waterman (2014) added in this context that the Primary Data Collection
Process and Secondary Data Collection Process are mainly used in the research
works. In the present research, both the primary and secondary data collection
process is considered.

The secondary sources are considered in order to gather the theoretical

knowledge and illustrate the literature review section. The literature review
section creates the base of the research topic (Dumay and Cai 2015). The relevant
information regarding the case study is collected from various secondary sources.
In this context, it is important to mention that the researcher collected the
secondary data from various academic books, journal articles, relevant websites,
along with other publications and authoritative sources. Along with that, the
primary data collection process is considered in order to collect raw data and
information. It must be mentioned that the primary data collection process
enhances the reliability as well as the validity of a research study (Reynolds et al.
2014). 3.3.8

Data Analysis Technique: Quantitative Approach In the words of Neuman and

Robson (2012), it is noticed that two essential types of data analysis techniques
are there that include Quantitative data analysis and Qualitative data analysis. As
the researcher here pursued the mono method, only one type of data collection
techniques can be applied here.

Besides, it has been mentioned before that the research solely depends on the
survey process. Hence, the researcher considered the Quantitative data analysis in
order to analyse the data and information which is collected from surveying the
participants. 3.3.9

Sample According to the study of McCusker and Gunaydin (2015), the term
'population' indicates the people who are directly or indirectly involved and
affected by the research. In this particular research, the Irish people who
participated in the survey are considered as the population of the research.
Hence the representation of the survey is considered as the sample.

In the survey, the researcher considered 100 people who are living in Ireland and
watch Rugby game. In this study, the people of age group 18-45 is considered.
This is because; it has been found that the age group of this people has a good
knowledge and huge curiosity about the game. Through the survey process, the
researcher tends to analyse the impact of Vodafone's sponsorship in Ireland's
Rugby game on the people living in Ireland.

In the survey process, the researcher applied the non-probability sampling

technique where the respondents were selected on a random basis. People of
only the above mentioned age group were considered. Here, the researcher
selected the participants based on the subjective judgements. Before selection of
the participants, it has been noticed whether the people, who wanted to
participate, fulfils the age and other research requirements.
For example, the people, who fulfilled the age requirements but do not watch
Rugby game, were rejected. 3.4 Ethical Considerations Some ethical
considerations have been maintained during the investigation process in order to
enhance the effectiveness of the research. Here, the researcher has mainly
undertaken some of the ethical considerations that include data application,
respondents' involvement and respondents' anonymity.

Data application: Before starting the investigation, it has been ensured that only
the data and information which are relevant and accurate in nature would be
considered. Along with that, the unnecessary and irrelevant data have been
avoided which enhanced the reliability of the study. Respondents' involvement:
The participants were encouraged as well as motivated by the researcher for
participating in this research.

It should be mentioned that the researcher showed authoritative permission

letter to the participants before starting the survey process. Respondents'
anonymity: Apart from this, it has been ensured that no physical or verbal
harassment would be involved in the research. The researcher stuck to his
decision and requested to the participants for making a part in this investigation.
3.5

Research Limitations During the research, the researcher has faced certain
constraints which affected the outcome to some extent. It should be mentioned
that these constraints are both avoidable and non-avoidable in nature. During
the research, time constraint was the major limitation that the researcher
confronted.

This is because the researcher had to complete the research work within a limited
time span. Along with that, the budget limitation was the second major constraint
that researcher faced. The researcher had a limited budget within which the
entire research needed to be completed. 3.6

Summary This particular chapter provides an effective parameter for the

researcher with the set of specific tools and methods. These parameters helped
the researcher to implement the most effective techniques which are required for
examining the collected data and information. Moreover, the theoretical
knowledge has been obtained from the description of several research methods
and techniques.

The theories helped the researcher in making effective decisions for the selection
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