eting 38 Achieving Branding and Marketing Goals 39 Effectiveness of O2’s Branding and Marketing Strategy 40 Effect of O2’s Marketing and Branding Strategy on the Market 41 RECOMMENDATIONS 41 References 54 CHAPTER 1: INTRODUCTION AND BACKGROUND Background of the Problem Aghapour, Manafi, Hojabri, Salehi, Saeidinia and Gheshmi (2011, p. 136) demonstrate that branding allows companies to promote their products and services in the market to achieve more sales. In this regard, branding has been described as one of the most effective methods of marketing a company’s products and services within its market. It is through branding that businesses have been able to win the confidentiality and loyalty of their customers (Marketing Week, 2009, p. 1). O2 is the second leading mobile operator within the telecommunication industry of the United Kingdom. O2 has concentrated in building brand loyalty within the UK mobile market. The company has remained unique in its branding and marketing strategy. There are many changes within the UK telecommunication industry which O2 must adapt to in its marketing communication so that it would remain in the top of the mobile business. O2 whose parent company is Telefonica has maintained leadership in the UK mobile market through the use of loyalty deals (Marketing Week, 2009, p. 1). This is through alluring advertisements which are designed to depict the company’s brand as the most authentic and reliable within UK’s telecommunication sector. Technological, political, economic, legal, environmental, social and cultural changes have played a role in influencing the direction of the mobile business in the UK. O2 Mobile is no exception in the effects of the changing market forces especially for its branding and marketing strategy. According to Marketing Week (2009, p. 1), the marketing strategies used by O2 have received criticisms and assertions that the company has maintained old fashioned approaches of marketing its products. For example the company delayed in adopting 3G and 4G services like its business rivals because it considered them costly. Regardless of this, the company has been able to capture more than 24 million customers within the UK mobile market (Marketing Week, 2009, p. 1). This has led to annual turnover of more than 5 billion pounds from the company’s operations in the UK. However Marketing Week (2007, p. 10) reports that the changes in information and telecommunication industry are likely to catch up with O2’s branding and marketing strategies and make them less effective within the dynamic market. It is in this regard that the effectiveness of O2’
O2’s BRANDING AND MARKETING STRATEGY Name Name Instructor Name of Institution Table of Contents Table of Contents 0 CHAPTER 1: INTRODUCTION AND BACKGROUND 2 Background of the Problem 2 Statement of the Problem 4 Purpose of the Study 5 Research Objectives 6 Research Questions 7 Scope and Limitations 7 CHAPTER 2: LITERATURE REVIEW 8 Branding and Marketing 8 Effectiveness in Branding and Marketing Strategies 11 UK’s Telecommunications Industry: Changes and Marketing 14 O2's Branding and Marketing Strategy 16 CHAPTER 3: METHODOLOGY 21 Research Methods 22 Study Design 23 Case Study 25 Study Population 26 Sampling Techniques 26 Informed Consent 27 Confidentiality…
The global economy is driven by technological innovation as the scope of high-technology applications is no longer limited to computers. The high-tech industries are characterized by a high degree of uncertainty as far as the markets, technology and competition which makes the traditional marketing tools unsuitable for these products
674-675). While talking about the telecommunication organizations, O2 is one of the growing telecommunication brands in the region of UK that provide internet, telecommunication, and financial services for the residents of UK. Moreover, the ranking system authenticates the prominence of O2, as it comes under counting amongst the top brands of UK (Ferrell and Hartline, 2010, pp.
This sector is characterized by high degree of uncertainty in terms of competition, technology and the markets. Therefore, the traditional marketing tools are no more applicable as consumer needs and demands are ever-changing. Apple is the largest publicly traded in the world by market capitalization, but it had suffered a setback in the early 1990s.
The research used quantitative methods of data collection and analysis and used a survey method of data collection. It involved 50 employees in the survey, five each from the ten selected stores. The stores and the employees were selected using judgemental convenience sampling method.
References 9. Appendices 1. Abstract: The purpose of this dissertation is to understand the Influence of Marketing on Brand Perception and for this the Case Study of Vodafone has been taken for analysis. Marketing plays an important role in creating brand perception of a firm.
15 Financial Market and Economy Related Risks 18 Risks of political, legal as well as regulatory nature 19 Overview of the global auto market 21 Comparison of Toyota with other automobile manufacturers 22 Toyota versus GM 22 Toyota versus Volkswagen 23 Toyota versus Honda 25 Research Question 26 Research Methodology 26 Overview 26 Sampling Design Process 29 Target populations 29 Sampling frame 29 Sampling Technique 29 Sample size 30 Sampling process Execution 30 Designing the Questionnaire 30 Findings 31 Analysis of the findings 44 Conclusion and Recommendations 46 Reference 49 Introduction The world of the 21st century is moving at a fast pace.
Its design and development of personal electronic devices that have radically transformed the way people worked, thought, and communicated, within a phenomenally rapid span of time. Much of the credit has been justly credited to the personal vision and perseverance of CEO Steve Jobs.
With fierce competition all over the globe and increase in globalization and its effects, marketers have turned sports sponsorship activities into large scale marketing campaigns. The broad aim of this research work is to determine the significance of sports sponsorship for Nike as part of its marketing strategy.
Gaining competitive advantage in a modern business world is an important factor of gaining financial results of operations anticipated which are a difficult task as there emerge more and more participants in the industry. Companies thus undermine new approaches to keep the sustainable position or getting the competitive advantage on the market.
Nation branding is an exciting subject since although there is little academic research on it, there is a lot of activity worldwide. It is more expanded than classical product brand strategy and it involves political activities. Nation branding is getting very popular since many countries try to develop a national brand.
40 pages (10000 words)Dissertation
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