Marketing Communications Essay Example | Topics and Well Written Essays - 2500 words - 1

Marketing Communications - Essay ExampleThis not solely allowed compliance with the commercializeing plans, but as well succeeded in directly addressing the issue of consumer behaviour. This study emphasizes on the strategic significance of communication and the long term power on the consumers. In this study, one of the biggest telecommunication companies of UK, O2, has been chosen to evaluate its communication mix. In addition, a comparative study between O2 and one of its arch rivals, Vodafone, has also been carried out. The key findings were that both O2 and Vodafone use almost all the elements of communication mix, except direct and personal selling. Although, it has been found that Vodafone is currently enjoying a better position in the market with its strong promotions and better plans, but the study has also shown that O2 has the potential to outshine Vodafone. In this context, the company can use its wide range of offerings to debate with Vodafone. One of the major limit ations of the study was that it has been able to carry out secondary research only. It is believed that some kind of primary research along with this would have change magnitude its credibility. Table of Contents 2 Introduction 4 Competition between two Brands 5 Literature Review 8 Market Overview 10 inquiry Methodology 11 Analysis and Discussion 11 Conclusions & Recommendations 17 Appendix 19 Introduction This paper looks into the marketing strategies of O2 and presents an evaluative study of the current strategies select by the company in contrast to its competitor, Vodafone. However, prior to that, brief overview of both the companies will be presented. O2 Telefonica UK Limited, commonly known as O2, is a UK based telecommunication Company and is owned by Telefonica. The company is considered as the second largest telecommunication company of UK, right after Vodafone. O2 is presently headquartered at Slough, Berkshire, United Kingdom. It was founded in the form 1983 and Celln et was its predecessor. Apart from the telecommunication services, the company also operates in financial service industry and internet service providing industry. Ronan Dunne serves as the present CEO of the company. Since his takeover from the anterior CEO, the company has managed to do very well and has also succeeded in maintaining high revenue. O2 offers 2G, 3G and 4G services across the country and in some other parts of Europe. Furthermore, along with the wireless services, the company is proactive in fixed line services as well. The company uses its name as the logo and tries to portray an image where it acts as oxygen to the consumers with its name O2. The company is also active in the fields of charity and for that, it has tied up with groups. One of them is Academy Music Group. Partnering with them, the company has naturalized O2 academy. Vodafone Vodafone Group is a telecommunications company based in London (Vodafone, n.d.). The company has the registered office in Be rkshire. The company has influential trading operations in the international market and occupies the position of the third-largest mobile telecommunications company, after China Mobile and Singtel in terms of total number of subscribers (Celtnet, 2013). In June 2011, the company had 381.72 million subscribers (Rediff, 2011). The company has expanded its operations in more than thirty countries. Additionally, it has network of business partners in more than forty countries, apart