O2 MARKETING STRATEGY

O2 Marketing Strategy

Saad Afzal

University of Wales, Newport

Abstract

In an progressively commoditised market, O2 has effectively stood out from the affray with an award-winning trading scheme that has not only made living customers more trusted but furthermore assisted it come by more new users than competitors. So the study will be founded on the trading scheme of the O2, for the study the prime approach is use.

Table of Content

Abstractii

CHAPTER 01: INTRODUCTION1

Outline of the Study1

Problem Statement1

Aims and Objectives1

Rationale1

Significance2

Hypothesis2

Limitation of the Study2

Assumptions & Limitation3

Ethical Concerns3

CHAPTER 2: LITERATURE REVIEW5

Launch Strategy5

Growing up - a shift in strategy5

Risky Business8

The 'waterbed effect'9

Product life cycle12

Comparison of O2 subscriptions and handset subsidies16

UK regulatory concerns about RPP19

Cost and disruption to mobile operators21

CHAPTER 3: METHODOLOGY24

Research Paradigm24

Research Approach25

Primary or secondary / Qualitative or Quantitative25

Research Method25

Definition of (Qualitative/Quantitative) Research25

Quantitative Research25

Qualitative Research25

Research Method26

Literature Selection Criteria27

Search Technique27

Sample27

Research Tools27

CHAPTER 04: DISCUSSION28

External audit28

Business and economic environment28

Growing up - a shift in strategy33

B2C Market34

Value Proposition35

Competitive Pricing35

Customization36

Critical Success Factors37

CHAPTER 05:CONCLUSION39

References40

CHAPTER 01: INTRODUCTION

Outline of the Study

The UK mobile market is fiercely competitive, with high levels of customer churn. With little brand loyalty and many mobile companies offering similar handset and airtime deals, it's often cheaper for customers to switch operators regularly.

O2 UK is one of Britain's largest mobile phone operators, with more than 17.8 million customers, but it needed to reduce its churn levels.

Problem Statement

O2 UK is one of Britain's largest mobile phone operators this study will be based on customer retention towards the products of O2.

Aims and Objectives

The aims of the study is;

to study the marketing strategy of the O2

to review the competitors of the O2.

the strategies to achieve the brand loyalty.

Rationale

O2 embarked on a loyalty initiative that would offer users exclusive deals and promotions simply for being a customer. "We wanted to start a VIP strategy for our users, (Barnes 2003)

Significance

The study is significant for the competitive environment provides users with extensive choice in all areas of service provision and significant cost benefits, making UK one of the reliable brand countries in Europe for most telecommunications services.

Hypothesis

The O2 mobile market is fiercely competitive, with high levels of customer churn. With little brand loyalty and many mobile companies offering similar handset and airtime deals, it's often cheaper for customers to switch operators regularly.

Limitation of the Study

A number of limitations of our study must be mentioned. These limitations also provide avenues for further research.

A major limitation is that only one organization in an industry was selected. In future studies a number of different industries can be selected to improve generalizability.

Secondly, the study will use data obtained from customers to a limited extent. Additional studies in this field should use customer-based data to a greater extent than we will to achieve a deeper understanding of the processes that drive customer reactions.

Thirdly, the study merely considers the moderating effects of the customer orientation of integration. It is plausible that customer orientation of integration has a direct effect on cost savings and market-related performance.

Assumptions & Limitation

It was also assumed that the data sources that used within the studies were ...