....................................... 4. Critical analysis and discussion.............................................................................. 5. Conclusion and recommendations.......................................................................... References EXECUTIVE SUMMARY Vodafone and T-Mobile are two very large multinational telecommunications companies that utilise a variety of consistent and cohesive messages as part of IMC strategy which differentiate their brands and provide consumers with a sense of self-expansion. Rather than focusing on price and product, which is common in an industry where many markets are price sensitive, Vodafone and T-Mobile use aspirational reference groups in order to gain consumer attention. There is a phenomenon known as social comparisons and conspicuous consumption which serve as the foundation for integrated marketing communications strategies to create two unique brand personalities in the market. The report illustrates historical message strategy for both companies and offers recommendations for T-Mobile to improve their IMC efforts. Vodafone vs. T-Mobile 1. Introduction Vodafone is a United Kingdom-based telecommunications company operating as a multinational business in 30 different countries. Currently, Vodafone holds the industry position as the second largest telecommunications business with 439 million active subscribers and revenues of ?7.1 billion (Vodafone 2012; CNN Money 2011). Vodafone offers fixed line and mobile telephone services, digital television, and Internet services to its many subscribers all over the globe. T-Mobile, a major competitor for Vodafone, is a U.S.-based telecommunications company sustaining a total mobile device subscribership of 45 million customers throughout the world (T-Mobile 2013). T-Mobile has recently added one million new mobile subscribers and has experienced a 6.2 percent increase in globally-driven revenues (T-Mobile 2013). Both Vodafone and T-Mobile operate in a very saturated industry environment in which there are many competitors and where marketing is one of the primary methods by which these brands differentiate themselves from other competition in the global industry. Much of this differentiation occurs through the utilisation of integrated marketing communications (IMC), a marketing strategy involving a creative blend of different advertising and promotions weaved together to fulfil the goals of the brand (Villing 2013). IMC involves the use of paid advertising, public relations, and even social media by which to create a unified message campaign providing consumer target segments with a cohesive concept or brand ideology that remains consistent with all integrated communications (Peppers 2013). This report identifies the similarities and differences between Vodafone IMC activities and that of T-Mobile in order to gain consumer audience loyalty to both brands. The report focuses on the current market in which both competitors must operate and market, along with a comprehensive and critical evaluation of the current IMC strategies of both companies that are providing high subscribership, high consumer loyalty, and continuing increases in sales-based revenues. 2. Market review The global market in which Vodafone and T-Mobile must operate competitively is characterised by stagnant growth, which is created by the huge volume of active subscribers sustaining long-term contracts with major competition. Currently, there are 6.8 billion active mobile phone subscribers across the world, which
Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. T-Mobile BY YOU YOUR SCHOOL INFO HERE DATE HERE TABLE OF CONTENTS 1. Introduction…
Market review about the laptop market along with the market review of Apple and Dell has been provided to determine the value of each brand. The literature review talks about the research done on marketing communication strategy and integrated communication mix followed with an analysis and discussion on the same.
This concept emphasizes upon the harmonizing of different marketing channels and utilizing them in order to penetrate the minds of consumers. Major components of Integrated Marketing Communications include personal selling, direct marketing, advertising, public relations, publicity etc.
Conclusion 13 Reference list 13 Comparative analysis 1. Introduction UK mobile phone sector has become highly competitive forcing the competitors to form strategic relationships with other entities with the purpose of attracting new customers. The mobile phone service providers are also diversifying their products and services in order to take advantage of the digital market.
Integrated marketing communications (IMC) has also emerged as an increasingly implemented strategy across organizations and agencies. The study will describe the mobile market statistics, competition and current as well as future trends, pertaining to UK market.
According to the report the UK telecommunication industry plays a huge economic role, and among the key players involved include the Vodafone and O2. Due to the stiff competition, the mobile service operators have embraced innovative marketing strategies with the aim of increasing consumer base and improving financial performance.
Recommendations 13 References 15 Appendix 18 1.0 Executive summary The report is comparative analysis of the integrated marketing communication mix strategies of Vodafone and Virgin Mobile. A market review indicates that creativity and introduction of new products are the two key strategies for increasing market share.
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