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"Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Cho - Essay Example
Author : izboncak
Pages 11 (2761 words)
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…
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%. ...