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: INTRODUCTION5

Outline of the Study5

Problem Statement5

Aims and Objectives5

Rationale5

Significance6

Hypothesis6

Limitation of the Study6

Assumptions & Limitation7

Ethical Concerns7

CHAPTER 2: LITERATURE REVIEW9

Launch Strategy11

Growing up - a shift in strategy12

Risky Business14

The 'waterbed effect'15

Product life cycle18

Comparison of O2 subscriptions and handset subsidies23

UK regulatory concerns about RPP25

Cost and disruption to mobile operators27

O2 Experiential Marketing29

O2 Using Customer Data to Increase Revenues30

O2's Happy Homes Advertising Campaign33

O2's Google Content Network Campaign35

Approach via Geo Marketing38

O2 And MSN Campaign40

O2 Database marketing43

O2 Germany49

Telecommunications Sector Marketing54

Competing on customer experience consequently means "orchestrating all the customer experience56

CHAPTER 3: METHODOLOGY59

Research Paradigm59

Research Approach60

Primary or secondary / Qualitative or Quantitative60

Research Method60

Definition of (Qualitative/Quantitative) Research60

Quantitative Research60

Qualitative Research60

Research Method61

Literature Selection Criteria62

Search Technique62

Sample62

Research Tools62

CHAPTER 04: DISCUSSION63

External audit63

Business and economic environment63

Growing up - a shift in strategy68

B2C Market69

Value Proposition70

Competitive Pricing70

Customization71

Critical Success Factors72

CHAPTER 05:CONCLUSION74

REFERENCES75

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 ...