MARKETING/MANAGEMENT - MARKETING

Comparative Analysis of Integrated Marketing Communications Mix Strategy For Mobile Services Providers: Vodafone vs. T-mobile



EXECUTIVE SUMMARYIV

INTRODUCTION1

MARKET REVIEW1

Vodafone2

T-mobile2

LITERATURE REVIEW3

Marketing Mix3

Product3

Price3

Place4

Promotion5

PORTER FIVE FORCES6

Threat of Entry6

Threat of Substitutes6

Buyer and Supplier Power7

Rivalries7

SWOT ANALYSIS8

Strengths8

Strong Market Position8

Weaknesses8

Large Impairment Charges8

Opportunities8

Presence in the Enterprise world8

Growth in data services sector9

Threats9

Matured European Markets - A New Threat9

FACTORS IMPACTING ON THE MARKETING COMMUNICATION9

External9

Political factors9

Economic factors10

Social factors10

Technological factors10

Environmental factors10

Legal10

Internal11

Resources11

Cultural factors11

CRITICAL ANALYSIS & DISCUSSION12

Slogans and Marketing Media Analysis12

Recommendations13

CONCLUSION14

REFERENCES15

Dowdy, C. (2011). The public image: T-Mobile viral video. Financial Times. Retrieved from http://search.proquest.com.ezproxy.apollolibrary.com/docview/863395725?accountid=45815

HEINE, C. (2013) . T-MOBILE TOPS IN FACEBOOK CRM. ADWEEK54.15

Rodriguez, S.(2012) T-Mobile to target AT&T, scrap subsidy. Los Angeles Times15

Vodafone 'ROTO' store (2013) Businessline. Retrieved from http://search.proquest.com.ezproxy.apollolibrary.com/docview/1449507751?accountid=45815

Appendix B: Evaluating Vodafone Group's Differentiation Opportunities17

Appendix C: Evaluating Vodafone Group 'Customer focused locally, scaled globally'18

Executive Summary

This study examines the integrated marketing communications mix strategy for Vodafone and T-mobile as mobile service providers. A critical analysis and discussion of the differences between the slogans and marketing messages adopted by both the companies in order to develop their respective brand images is given. The preferences of different type of media and marketing campaigns used by Vodafone and T-mobile to attract consumers shall also be presented. The paper also contains recommendations for T-mobile in order to further maximize its customer base in the UK market. The recommendations are based on the analysis presented of the marketing techniques and tactics used. Comparative analysis of firms' is considered as the amalgam of interactions and relationships with other organizations, individuals, government bodies and many other institutions. Vodafone enjoys a total of 35% revenue market share of German market as far as mobile operations are concerned. Also, it is the largest mobile operator and has a total of 37% market share. This study highlights the marketing plan and strengths and weaknesses for Vodafone and T-mobile in which they are analyzed comparatively.

Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. T-mobile

Introduction

Marketing communication consists of the articulated set of efforts, actions, strategies and communication products, designed and developed by a company or organization with the goal of adding value to company's brand or consolidate its image with a specific public or society as a whole. This study focuses on identifying and comparing the companies Vodafone and T-mobile, and several factors that are of great importance when considering performing a comparison report.

Market Review

For the telecommunication industry, emerging markets are undoubtedly viewed as an ideal investment ground. For wholesale markets however, mobile carriers are still considered in the initial stages of the evolution cycle as their main purpose is to merely provide conventional across-the-board capacity and voice services. Similarly, for saturated markets, like UK, the increasing competition is also viewed as an imminent challenge for such companies. The discussion presented in this paper shall endeavour to consider these factors while detailing upon the integrated marketing and strategic goals of these two companies.

An analysis of the competitive environment in the telecommunication industry in UK reveals that there has been a decrease in the prices of the mobile phone services ...