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Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Cho - Essay Example

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COMPARATIVE ANALYSIS OF INTEGRATED MARKETING COMMUNICATIONS MIX STRATEGY FOR MOBILE SERVICES PROVIDERS: VODAFONE VERSUS ORANGE Contents Contents 2 Comparative analysis 3 1. Introduction 3 3. Critical Analysis: Vodafone 6 4. Critical analysis: Orange 9 5. Recommendations 12 6…
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Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Cho
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Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Cho

One of the key players is Vodafone, which has embraced innovative marketing strategies with the objective of increasing its market share. Another key mobile service provider is Orange, which still depends highly on traditional forms of advertising to maintain the market leadership. This paper compares some of the marketing strategies that the two companies have been using. The company further suggests ways in which Orange can improve its market strategies in order to compete effectively with Vodafone, Hutchinson, and O2 and other competitors. To achieve this objective this report first examines the profile of the companies. A comparative analysis is then conducted, and at the end a few recommendations are offered. 2. Company profiles 2.1 Vodafone Vodafone is the largest telecommunications company, and its headquarters are located at Newbury, England. The company was formed in 1982 but has since established itself as a world-wide brand. The company is a joint venture between Racial Electronics and Milicom and the Hambros technology. In the UK, the aim of the company is to maintain market leadership by developing new products and services. However, in the recent past, the company has been facing huge competition from the new products in the market targeting the young population. To compete effectively, the company is continually updating the range of phones and services. In addition, the company is constantly, communicating with its customers about the benefits of the available products. To improve the visibility of its brand, the company has formed a commercial alliance with the Manchester United club (Heuer 2010, p.56). In Europe, the company has expanded its influence through acquisition of partner networks. Just to illustrate, on December 3rd, 2002, the company entered into the Estonian market by signing a Partner Network Agreement with Radiolinja (Grant 2010, p.89). Likewise, on 16th February 2004, the company entered into Luxembourg’s market by signing a Partner Network Agreement with LuxGSM (Grant 2010). Vodafone is a renowned brand in major Asia-Pacific countries such as New Zealand, Hong Kong, Indonesia, Malaysia, Sri Lanka, and India. In the Middle East, Vodafone has initiated partner network agreements with major companies such as Vodacom in South Africa, Telecom in Egypt, and MTC group in Kuwait. Vodafone entered into the American market in 1999 by merging with Air Touch Communications to form Vodafone Airtouch PLC. However, its desire to become a household name in the American market has been hampered by the strained relationship with Verizon. On 15th December, 2005, the company increased in the Americas by signing a cooperation agreement with America Movil of Mexico and Digicel Group of Caribbean. Vodafone entered the Indian market by acquiring Hutch, at the time, the second largest GSM brand in the Indian telecom market. Vodafone India is a member of the Vodafone group, and it started its operations in 1994. Since its formation, the group has attracted a huge consumer base, and covers 16 telecom circles in India. The company offers prepaid and post-paid cellular phones and also provides voices and data services. As of 1st March, 2011, the company had over 200 million customers. 2.2 Orange It is one of the leading providers of telecom services in the UK and other countries across Asia and Africa. Orange offers a range of products and services, ... Read More
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