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Advertising Plan For Orange Mobile Phone Network Directed At The Uk Student Market.

4349 words - 17 pages

IntroductionThe objectives have been set to migrate customers from pay as you go to pay monthly contrite, retain loyalty and promote the other services which Orange offers. Firstly the database needs to assessed to suggest improvements for better targeting for direct marketing purposes. After selecting a potentially high profitable segment, media communication and methods can be chosen in accordance with the characteristics and traits of the segment. The message must be directed and implemented toward the target group in order to increase sales and retain customers.The DatabaseThe database is a very important part of direct marketing. It allows marketers to know more about the wants of existing customers. This helps them tailor the market offerings more precisely to those customer needs and refine the targeting of marketing activity to ensure a more timely and accurate delivery of communications (Sargent & Douglas 2001). The unique edge of database marketing is that you know, with a 90 to per cent certainty, whether the customer really is a customer. You know whether a prospect really is a prospect -that he or she is someone who already uses the category of product, or who has asked for information, or who has an immediate need for what we are selling (Nash 1993).Orange currently has a database, but improvements could be made to make the database more of an efficient and effective marketing tool. The pentagon shown below can help us to decide what other information needs to be included in the database.These fall into the more formal categories demographics, geographics, geodemographics, psychographics, and behavioural.Demographics ImprovementOccupation - by knowing if the user is say a student or a business man, all appropriate media can be directed toward them. For example the student deal Orange currently hold could be sent via direct mail to all students.Marriage Status - this again would be good for targeting and segmenting.Number of Children - cross selling can be used to highlight the need for children to have a mobile for safety.Email address - 49 per cent of consumer now have access to the internet (Keynote 2004). It is fast becoming a valuable media channel.Landline - if a customers mobile is not working, this could be another way to contact or direct other media.Geodemographics ImprovementNeighbourhood Classification - for example if the neighbourhood is young, trendy and desirable, 3G phone technology media can be directed to them.Psychographics ImprovementLifestyle/hobbies/interests - if a user likes football, direct media could be sent to them about the 177 and 277 football updates service.Behavioural ImprovementMinutes spent on and off peak - 40 per cent of mobile phone users are on the wrong calling plan (Young-Hyuck, Jong-Kun & Byung-Do 2002). By advising customers of a suitable plan, they will save more money so will increase their loyalty and life time value to the company.Text Usage - for the same reason above, they...

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