MARKETING COMMUNICATIONS

Comparative Analysis Vodafone vs. Virgin Mobile

Comparative Brand Analysis

Executive Summary

I am working for the Vodafone Company as a brand manager and I am entitled to work for the formation of strategies that could help company in executing these strategies to stretch its brand products.

Marketing experts has been laying stress over brand extension and the strategies required for the extension in current economy. (Stegmann, 2006) In order to adapt such extensions many businesses get successful and many of them fail indeed. Now all I have to do in my work is to analyze and critically evaluate what policies should my company be working with, in order to improve our brand products in contrast to those brands owned by Vodafone which is one the best leading mobile company.

My work and research for my brand will intake all the theoretical reports related to my brand lacking and its extensions. My efforts in this piece of work will uncover and articulate the position of my brand in customer's mind and view. It is a complete developed review on Virgin's performance appraisal.

Introduction

Purpose of research

The purpose of my writing this report is to look into major flaws of virgin's existing products and compare them to Vodafone's brands' performance to eradicate all those issues that are causing certain fall backs to our company's products' performance.

Vodafone and Virgin mobile are major players in telecommunications sector dealing in international markets. This thesis has been prepared to place light over market issues faced by Virgin mobile. I have made use of interviews and recent secondary data to produce an effective framework for my analysis. It will give an over view of Vodafone successful business and market planning.

Literature review

All the companies are compelled to come up with new creative ideas for new products because the market environment is constantly advancing with more dynamic and competitive approach. (George, 2008); (Aakber, 1995).Every business looks forward to avail new opportunities to enhance their progress at functioning and boost their sales by analyzing model of framework with the aim product extension with minimum success. If I look into Ansoff's model I will get to know how to plan strategies in contrast to existing products and planned target customers.

Many companies are reluctant of introducing new products in to the market due to risk of failure or high capital investment in research and development. Therefore companies like my company “Virgin” that owns large product portfolio has an advantage to leverage on power of brands to introduce fresh products into the market. This strategy is called brand extension.

Virgin mobile

The internationally leading Virgin mobile phone company is driving the globe toward efficient performance with improved and advanced self-service capabilities. It enjoys being the first mobile virtual network operator in many countries

Targeted markets

It is exclusively focusing on the youth market and so is popularly used by the youngsters. To enhance its market performance it expanded its services availability with the support of self service facility for its customers. It has been effectively utilizing its resources to ...