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Comparative analysis of marketing strategies of Telstra and Vodafone companies
Executive summary (300 words)
1. Target group (300 words)
– Describe target group in terms of values and life-styles
– Useful criteria include age and brand usage
– Describe attitudes and buying habits to assist adaption
– Group market or regions with similarities
– Could include market size, accessibility, stage of market development, present and future prospects for growth, economic risk, political risks
2. The message (300 words)
– Determine symbolic elements and cultural meanings
– Ensure product carries these cultural meanings
– Ensure campaign brings brand into contact with symbolic, cultural meanings and values
– Test the copy
– Carry out research
– Post-test and measure effects
3. The media (300 words)
– Make an inventory of which contacts communicate
– Determine specific merit with regard to the objectives
– Choice of combination related to product/market combination, type of strategy, phase of product life-cycle, high or low involvement brand
– How messages in various media are harmonized
4. Centralized or decentralized control (300 words)
– Decide on what is to be centrally coordinated and what is planned and executed locally
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