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"Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Cho - Essay Example
Author : alexanne81
Pages 12 (3012 words)
COMPARATIVE ANALYSIS OF INTEGRATED MARKETING COMMUNICATIONS MIX STRATEGY FOR MOBILE SERVICES PROVIDERS: VODAFONE VERSUS O2 Name: Course: Professor: Institution: City and State: Date: EXECUTIVE SUMMARY The UK telecommunication industry plays a huge economic role, and among the key players involved include the Vodafone and O2…
In order to increase its profitability, Vodafone entered into the Indian market, where it initiated the ‘pug’ campaign and thereafter, the ‘zoozoo’ campaign. While Vodafone has embraced creative and viral advertising, O2 has focused on maintaining long-term relationships with the customers. To improve its popularity and brand awareness, O2 should too consider embracing creative advertising, and in this regard the company could use the English Premier League to launch the initiative. Furthermore, O2 should increase the number of one-stop-shops and integrate the pre-sale, sales, and post-sales activities. Table of Contents EXECUTIVE SUMMARY 2 Table of Contents 2 1.Introduction 3 2.Market Review 4 3.Literature review 6 4.Vodafone: Analysis 10 4.1 The zoozoo campaign 10 5.O2 Analysis 11 5.1O2 arena 11 5.2 Integrated communication strategy 12 6.Discussion 13 7.Conclusion 13 1. Introduction The mobile telephony industry is one of the fastest growing sectors, especially in the developing countries. The investment in the industry has been on the increase due to the immense growth opportunities present. Researchers indicate that increased mobile penetration has led to positive outcomes such as improved communication, social inclusion, economic activity and productivity. ...