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Marketing Strategies For Cell C Essay

1503 words - 6 pages

MARKETING PHILOSOPHY AND COMPETITIVE MARKETING STRATEGIES FOR CELL CIt has been argued that "strategic marketing planning can be viewed as the solution to multitudinous issues which face modern management" (Haris, 1996). Indeed, it is often contended that the process of strategic marketing planning is crucial since planning determines what must be done in the future whilst giving an opportunity to test what has been achieved against the framework of the existing plan. However, it is universally acknowledged that not only is planning far from simple but also that few organizations plan well (Piercy, 1997).As Cell C, we intend using our marketing plan as a road map, to plan our course and help us reach our goals/destination. Typically a marketing plan should consist of information about the company and its products or services, marketing activities, objectives and strategies, and its method for measuring success. It should also have a designated time period (i.e. 6 ? 12 months) and one should document the costs of the planned marketing activities. (after D.K Schofield ? De-mystifying Marketing plans)MISSION"A company must get to the future not only first but also for less." (HBR G. Hamel & C.K. Prahald) As Cell C is the third mobile operator in South Africa, this poses a tough challenge, but we believe we're up for it, and we intend being First on innovation and Customer Service. Our goal is "competitive innovation not competitive imitation" (adapted from STRATEGIC INTENT ? C.K. Prahalad &G. Hamel)The marketing strategies for Cell C are focused on meeting the needs of our future customers, and keeping them met. We plan to achieve this through the provision of world class service and innovative products at competitive prices.MARKETING OBJECTIVESTo realise (win over) 15 ? 20 % of existing cell phone users.To attract new users from all spheres, in particular the under serviced areas i.e. rural and semi-urban communities.To create a visible profile through an explosive branding campaign."BUY - CELL C"To be able to offer customers the option of a 1 year contract, and still make a profit. (presently the two players in the market only offer 2 year contracts)FINANCIAL OBJECTIVESHaving seen that over the past year our competitors, Vodacom and MTN have attained returns on capital invested of 41 % and 27 % respectively, we will be aiming for a return of 20 %.TARGET MARKETSExisting customer BaseAn estimated 90% of annual market net additions are now prepaid, a trend that is expected to continue.The number of prepaid subscribers has increased more than 200% in the past year and is expected to rise still. (After MTN Disruption 2 presentation)Intended target areas/methodsTaxi drivers for distribution of prepaid airtime cards etc.Individuals in rural and semi-urban communities/settlements.Children under 12 years (wrist watch phone ? assuming the technology is available)Industries needing to keep "track" /contact with their drivers for instance. (wrist...

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