Literature shows that the use of external agents and a shift away from mass marketing are the key trends. The brand equity framework model was critical in understanding how integrated marketing mix communications ought to take place. An analysis of the two groups reveals that Vodafone has a preference for mass markets, rebranding its messages, conveying a strong positioning marketing and allocating a large budget for marketing communication. Conversely, Virgin mobile has a smaller budget and seems to prefer the use of personal marketing channels. It was suggested that the narrowness of the company’s communication mixes needs to be revised. Furthermore, the company ought to increase the extent to which it defines its positioning in the next marketing campaign. It was found that a rebranding campaign would be appropriate. Word Count: 166 words 2.0 Introduction The two companies under analysis are Virgin Mobile and Vodafone. Currently, the organization that controls the largest share of the UK mobile industry is Everything Everywhere (Orange and T-Mobile). 27 million subscribers in the UK belong to this network. 02 is the organisation with the next largest market share, and has about 23 million subscribers. Vodafone accounts for 23% of this market while Virgin has a market share of 18%. Since Virgin is performing relatively poorly, it is critical to study the integrated marketing mix of its competitor, Vodafone, and adopt some of its ideas when dealing with consumers. Integrated marketing communications mix
Integrated Marketing Communication Mix Comparison Name Grade Course (05, December, 2013) Outline Outline 2 1.0 Executive summary 3 2.0 Introduction 4 3.0 Market review 4 4.0 Literature review 5 5.0 Critical analysis and discussion 9 6.0. Conclusions 12 7.0…
Market review about the laptop market along with the market review of Apple and Dell has been provided to determine the value of each brand. The literature review talks about the research done on marketing communication strategy and integrated communication mix followed with an analysis and discussion on the same.
This breakdown of the international trade and monetary system led to the creation of the IMF with the purpose to stabilize the exchange rates of currencies and to encourage members to increase international trade by making a pool of funds available to member countries experiencing balance of payments difficulties.
This concept emphasizes upon the harmonizing of different marketing channels and utilizing them in order to penetrate the minds of consumers. Major components of Integrated Marketing Communications include personal selling, direct marketing, advertising, public relations, publicity etc.
Conclusion 13 Reference list 13 Comparative analysis 1. Introduction UK mobile phone sector has become highly competitive forcing the competitors to form strategic relationships with other entities with the purpose of attracting new customers. The mobile phone service providers are also diversifying their products and services in order to take advantage of the digital market.
Integrated marketing communications (IMC) has also emerged as an increasingly implemented strategy across organizations and agencies. The study will describe the mobile market statistics, competition and current as well as future trends, pertaining to UK market.
According to the report the UK telecommunication industry plays a huge economic role, and among the key players involved include the Vodafone and O2. Due to the stiff competition, the mobile service operators have embraced innovative marketing strategies with the aim of increasing consumer base and improving financial performance.