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

Marketing Communications - Essay Example This not only allowed compliance with the marketing plans, but also succeeded in directly addressing the issue of consumer behaviour. This study emphasizes on the strategic significance of communication and the long term effect 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 compete with Vodafone. One of the major limitations 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 increased its credibility. Table of Contents 2 Introduction 4 Competition between two Brands 5 Literature Review 8 Market Overview 10 Research 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 adopted 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 year 1983 and Cellnet was its predecessor. Apart from the telecommunication servic es, 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 previous 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 established O2 academy. Vodafone Vodafone Group is a telecommunications company based in London (Vodafone, n.d.). The company has the registered office in Berkshire. The company has influential operations in the internatio nal 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