Comparative analysis of Marketing Communications strategies and mix for the Mobile Phones Industry in the UK

MARKETING COMMUNICATION STRATEGIES OF MOBILE PHONES

Introduction

Marketing can have a seductive pull . It is incredibly easy to go off the deep end ' in marketing directions that are easy and feel good , but does the company little good . Image marketing , while it may vastly increase the warm and fuzzies ' will not do anything for the customer 's understanding of the products . If a competitor does substance marketing and the other company is on marketing of image , then the company can lose . Feature marketing will tell the customers about the product functionality

, but will not actually explain to them why they should want to buy . And in reality , there is absolutely no credibility in making meaningless claims like the world 's greatest ' or the world 's best

Today , the increasing availability of multimedia content is bringing up big opportunities for more sophisticated forms of advertising . There are now various kinds of advertising being tested with 3G services (Mobile advertising and marketing : Market analysis and forecasts 2006-2011 . The evolution of the mobile phone is a product of the globalization of the world economy . About a decade ago , the mobile phone 's function is limited to a communication tool utilized by individuals who are always on the move . Today , with the fast paced lifestyle and demands of our professional life , the mobile phone has transcended its conventional use and is perceived as an indispensable commodity . The development of the mobile phone is seen with the variety of functions where it can send and receive emails , record sounds , document events , take pictures and at times function as a personal computer (Wikipedia

I .Vodafone

Our vision is to be the world 's mobile communications leader enriching our customer 's lives through the unique power of mobile communications (Vodafone Group Public Limited Company . This sums up Vodafone 's mission and vision . Vodafone is a multinational mobile phone operator situated in Newbury , Bershire , United Kingdom and Dusseldorf Germany . It is considered as the largest mobile telecommunications network company in the world . It has equity interests in 28 countries and Partner Networks in 14 other countries (Wikipedia . There are six countries where it has more than ten million proportionate customers These are Germany , United States , Italy , United Kingdom , Japan and Spain (Wikipedia

The mobile phone has become a reflection of the owner 's character fashion sense , status symbol and personal preference . According to higher management ' This has been another successful year for Vodafone ' The company lays down all the rosy figures that state it plain and simple , We closed the year with nearly 155 million proportionate customers , having generated ?7 .8 billion of free cash flow from ?12 .7 billion of operating cash flow . Cash shareholder returns increased to ?6 billion as we doubled the dividend and purchased ?4 billion of our shares (Vodafone Group Public Limited Company

In the real world , everything has a cost , and one of the greatest strengths of mobile communications is low cost . The information superhighway concept envisions the extension of digital networks...