Got a tricky question? Receive an answer from students like you! Try us!

"Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Cho - Essay Example

Only on StudentShare
Masters
Essay
Marketing
Pages 11 (2761 words)

Summary

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…

Extract of sample
"Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Cho

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%. ...
Download paper
Not exactly what you need?

Related Essays

Comparative analysis of integrated marketing communications mix strategy for laptop manufacturers: Apple vs Dell
Finally a set of recommendation has been provide to Dell to make it achieve it the desired market position and compete with brands like HP and Apple. Contents Executive Summary 2 Contents 3 Introduction 4 Market Review 5 Literature Review 8 Critical Analysis and Discussion  10 Conclusions and Recommendation 13 14 14 Reference 15 Introduction Marketing communication is one of the most important tools used by organisations in promoting its product to the target customers. All firms tend to employ marketing communication to a certain degree as per the requirements and can be directed towards…
11 pages (2761 words)
"Comparative analysis of integrated marketing communications mix strategy for laptop manufacturers: Apple vs Your Chosen Compe
When it comes to Integrated Marketing Communications, all these marketing channels work simultaneously. This paper performs a comparative analysis of Integrated Marketing Communication of Apple computers with Dell computers. The first part of this paper provides a brief introduction of both the companies and their respective marketing mix, which includes comparative analysis of price, product, place and promotion of Apple Computers and Dell computers. The body of the paper is comprised of brief review literature, which highlights some recent researches in regards to the effectiveness of…
9 pages (2259 words)
"Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Cho
One of the key players is Vodafone, which has embraced innovative marketing strategies with the objective of increasing its market share. Another key mobile service provider is Orange, which still depends highly on traditional forms of advertising to maintain the market leadership. This paper compares some of the marketing strategies that the two companies have been using. The company further suggests ways in which Orange can improve its market strategies in order to compete effectively with Vodafone, Hutchinson, and O2 and other competitors. To achieve this objective this report first…
12 pages (3012 words)
Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Chosen
. 4. Critical analysis and discussion. 5. Conclusion and recommendations. References EXECUTIVE SUMMARY Vodafone and T-Mobile are two very large multinational telecommunications companies that utilise a variety of consistent and cohesive messages as part of IMC strategy which differentiate their brands and provide consumers with a sense of self-expansion. Rather than focusing on price and product, which is common in an industry where many markets are price sensitive, Vodafone and T-Mobile use aspirational reference groups in order to gain consumer attention. There is a phenomenon known as…
12 pages (3012 words)
Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Chosen
Two major players, Vodafone and Virgin mobile have been selected for competitive strategy analysis. The major marketing strategy followed by Virgin mobile is cross-selling of mobile services to the existing base of customers. Vodafone, on the other hand, is engaged in luring new customers through various innovative campaigns, strategies and initiatives, apart from maintaining its current base of customers. With the help of the above analysis, marketing communication mix strategies will be developed for the competitor brand with the objective of increasing their competitiveness. The various…
12 pages (3012 words)
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…
12 pages (3012 words)
"Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Cho
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…
12 pages (3012 words)