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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

4.1 Vodafone………………………………………………………………………… 4.2 “3”………………………………………………………………………………… 4.3 Discussion………………………………………………………………………… 5.0 Conclusion and recommendations………………………………………………………... References EXECUTIVE SUMMARY Both Vodafone and its competitor, “3”, excel in using integrated marketing communications effectively to establish a brand personality and important connections with consumers. Vodafone, however, uses more emotions-based communications strategies that give consumers the impression that Vodafone can enhance their lifestyles and social status. The report identifies why Vodafone excels in integrated marketing communications strategies, whilst 3, though successful in gaining consumer attention, should be altering its existing IMC strategies to build on its current brand equity. Utilising several examples of message strategy with both companies, a critical discussion of strengths and weaknesses is provided. Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. ...
Vodafone’s incredible and rapid success in gaining consumer attention and loyalty was developed as a result of the company’s approach to integrated marketing communications. By definition, IMC is an approach to marketing whereby a blend of promotional methods are utilised to complement one another through highly coordinated communications ideologies. IMC entails effective use of media, including Internet, magazines, television, radio and mobile phone marketing in order to deliver a singular consistent message to important consumer segments (Saylor.org 2013). One of Vodafone’s major competitors, Hutchinson 3G (also known as “3”), is not as successful at integrating a consistent message as its competitor Vodafone, which gives Vodafone a significant strategic and competitive advantage in terms of marketing competency. This report compares the integrated marketing communications strategies of 3 and Vodafone, focusing on the slogans and marketing messages used by both companies, how well these strategies attract customer segments, and an analysis of both companies’ IMC effectiveness. The report further offers recommendations for both companies on how to improve their communications strategies to sustain more quality competitiveness. 2.0 Market review Before analysing the effectiveness of 3 and Vodafone, it is necessary to understand the global market in which both companies compete and operate. There are currently 6.8 billion active subscribers to mobile phone services across the world, which is representative of 96 percent of the world’s total population (dotMobi 2013). It is a market that is saturated with multinational ...Show more

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Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. 3 BY YOU YOUR SCHOOL INFO HERE DATE HERE TABLE OF CONTENTS 1.0 Introduction……………………………………………………………………………
Author : dejuan20
Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Chosen essay example
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