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Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Chosen - Essay Example
Author : framivirgil
Pages 12 (3012 words)
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…
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. ...