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

Two major players, Vodafone and Virgin mobile have been selected for competitive strategy analysis. The major marketing strategy followed by Virgin mobile is cross-selling of mobile services to the existing base of customers. Vodafone, on the other hand, is engaged in luring new customers through various innovative campaigns, strategies and initiatives, apart from maintaining its current base of customers. With the help of the above analysis, marketing communication mix strategies will be developed for the competitor brand with the objective of increasing their competitiveness. The various branding and promotion strategies of the two organizations will be discussed in detail. The paper will also analyze the loopholes in the current marketing communication strategies and the ways to overcome them. With the help of a well build research, the paper will evaluate and recommend few strategies for Virgin mobile in order to build a sustainable and continuous growth and achieve competitive advantage. Table of Contents Introduction 4 Market Review 4 Literature Review 6 Critical Analysis and Discussion 8 Vodafone 8 Virgin Mobile 10 Recommended Marketing Strategies 13 Conclusion 15 Recommendation 15 Reference List 17 Introduction In the present competitive world, organisations are selling services and goods through a variety of indirect and direct media channels. Marketing comprises of anticipating the needs of customers and evaluating the apt services or products which can satisfy those needs, thereby achieving high levels in sales. In mass advertising world, marketers explore new communication forms such as, entertainment, viral marketing and experimental marketing. In this phase, integrated marketing communication has evolved as one of the most popular and increasingly recommended strategy for gaining sustainable competitive advantage. This paper analyzes the marketing and communication strategies followed by Vodafone and Virgin Mobile. The report will evaluate the various advertisement and promotional campaigns used by both the competitors, specific to UK market. The report will also evaluate the various marketing and media strategies used by the companies and the extent to which these activities could excite customers. With the help of the above analysis, marketing communication mix strategies will be developed for the competitor brand with the objective of increasing their competitiveness. Market Review Market for mobile services includes those organizations which in collaboration provide services such as, information and telecommunication as well as entertainment services like, internet, voice, text, SMS and data services (Jarkko, 2005). It is composed of thousands of organizations which offer mobile services across the globe. Few of the big players include Vodafone, AT&T and China Mobile. Vodafone is undoubtedly one of the strongest and well-known brands in the mobile industry. Mobile networks are now accessible to more than 90 percent of the world population and almost 80 percent of rural population. As mobiles are becoming cheaper and more affordable, various emerging markets are becoming growth engines within the mobile industry (Goulding, 1999). In the case of this booming sector, emerging countries in the African and Asian regions are showing highest growth rates in terms of new subscribers and usage (Chen, 1996). The mobile market of United Kingdom can be termed as advanced ...Show more

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Comparative Analysis of Integrated Marketing Communications Mix Strategy for Mobile Services Providers: Vodafone vs. Virgin Executive Summary The paper evaluates the integrated marketing communication strategies followed by Vodafone and Virgin Mobile. Marketers are exploring new advertising and communication forms such as, viral, entertainment and experimental marketing…
Author : framivirgil
Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Chosen essay example
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