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"Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Cho
Pages 12 (3012 words)
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.
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. ...
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