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

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Masters
Author : fbrakus
Essay
Marketing
Pages 12 (3012 words)

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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…

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Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Chosen

....................................... 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). ...
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