Marketing Communications: Comparative Analysis



Executive Summary

The following studies a light on the comparative analysis of the two mobile companies using effective marketing communication for the promotion of its brands. The advancement in information technology has changed the face of the world. People nowadays have become more sophisticated and want to remain knowledgeable about the changing trends in the technology.

Brand management is a very important part of any business. It must be handled discretely and cautiously. New tools and strategies must be incorporated to combat competition in the industry.

Integrated marketing is a tool which is used to target audience before any marketing campaign.

A comparative analysis of T-Mobile and Vodafone has been presented to examine marketing communication strategies used by the selected two companies. The report is meant to decide what action to take to increase the market competitiveness by utilizing effective tools of marketing and branding. Integrated marketing is a successful device to make comparative analysis. With this, for increasing market competition, it is pertinent to study consumer's culture and behaviour towards the brand.

Marketing Communications: Comparative Analysis

Introduction

It has become a matter of course to discover new sites and information on mobile phones, people love to call, send short services messages(sms), check their emails, and even stay in contact for their business purposes for twenty four hours. Latest news and videos are being enjoyed which is all because of advanced mobile technology. This introduction has unbolted new prospects of marketing and time challenges for the companies to target consumers and create relationships through tailored communication (Friedrichet al, 2009, p. 54-61).

In the light of the aforementioned facts, mobile marketing is growing with leaps and bounds, consequently transforming communication world into the provision of services, such as location based services, smart phones, and mobile internet services. According to rough estimates, mobile internet consumption is increasing as compared to the computer-based usage. With this, mobile internet is being used for the access of social platforms, interesting gaming sites, checking weather updates, accessing search engines, social contacts, and social networking. These facts make obvious that marketing engineering is taking a new shape and is mostly used for more engaging, informative, and entertaining purposes. Marketing is a trend that is considered to be constantly evolving, functional and bringing new challenges, hence demanding the manufacturers to design new marketing strategies. Moreover, it has also been found that with the advances in the mobile technology, the academic field of marketing lacks adequate studies on practices and theories for marketing communication, which is a novel topic. There is a need to explore and restructure the existing strategies and theories to meet the demands of the ever evolving topic. The following paper is meant to discover the marketing strategies in the air of immense competition in the mobile industry. The paper also combines the new marketing theories with the existing concepts of strategic marketing and branding tools. The case study is also incorporated to provide an examination of practical implications of strategies to combat the competitiveness in the ...