TEAM04_IMC_ORANGE
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JIBUJACOB<br />
INDIA<br />
AKULSHARMA<br />
INDIA<br />
TEAM<br />
ERWANSALAUN<br />
FRANCE<br />
VLADPOPELCA<br />
ROMANIA<br />
JANAPESCHKE<br />
GERMANY
INTRODUCTION<br />
WORLDTELECOMMUNICATIONSMARKETINTHELATE1990’S<br />
Thetelecommunicationsmarketinthe1990’s<br />
hasseenacontinuousincreaseinrevenue<br />
bothfrom equipmentasfrom services,<br />
greatlydominatedbyservices.
INTRODUCTION<br />
WORLDTELECOMMUNICATIONSMARKETINTHELATE1990’S<br />
Growthinthemobilecommunications<br />
marketworldwide
INTRODUCTION<br />
WORLDTELECOMMUNICATIONSMARKETINTHELATE1990’S<br />
Regionalshareofworldcelularnetwork
INTRODUCTION<br />
RANKINGOFTELECOM OPERATORSINDEVELOPED<br />
COUNTRIESBYOPERATINGREVENUE(US$M)IN1995:<br />
1.AT&T(79,609)USA<br />
2.NTT(73,500)JAPAN<br />
3.DeutscheTelekom (48,049)GERMANY<br />
4.FranceTelecom (31,233)FRANCE<br />
5.STET(26,470)ITALIA<br />
RANKINGOFTELECOM OPERATORSINEMERGING<br />
COUNTRIESBYOPERATINGREVENUE(US$M)IN1995:<br />
1.Telebras(8,856)BRAZIL<br />
2.Telemex(5,542)MEXICO<br />
3.TelefonicadeArgentina(2,732)ARGENTINA<br />
4.Bezeq(2,284)ISRAEL<br />
5.PTTelekomunikasiIndonesia(2,172)INDONESIA
TABLEOFCONTENT<br />
1.HOW ANDINWHATWAYSDID<strong>ORANGE</strong>‘CARVEOUTANICHEFORITSELF’?<br />
Isthisstilavalidstatementtoday?<br />
2.WHATROLEDID<strong>IMC</strong>/ICCPLAYINDEVELOPINGTHEBRAND?<br />
How andwheredoestheir<strong>IMC</strong>/ICCapproachfitwiththefourstagesofdevelopment?<br />
3.ITHASBEENSAIDTHATTHEDAWNOF<strong>IMC</strong>WITNESSEDANEW PHASEINADVERTISING:<br />
respectful,notpatronizing,dialogicnotmonologic,andmeasurable.<br />
How doesthisapplytotheOrangePLCcase?<br />
4.WHATDIFFERENTIATED<strong>ORANGE</strong>INTHEMARKETPLACE?<br />
Doesthisstilapply?<br />
How doesthisworknationaly?Internationaly?
VIDEO<br />
https:/www.youtube.com/watch?v=5o5DoNvtsY0
1.How andinwhatwaysdidOrange‘carveoutanicheforitself’?<br />
Isthisstilavalidstatementtoday?<br />
JANAPESCHKE<br />
GERMANY<br />
Q1
BUILDINGANDBRANDAWARENESS<br />
LISTINGTHECOMPANYINUK<br />
APRIL1996<br />
Multimediamix&clearmessage<br />
Otherwording„wire-freecommunication“intheirlaunchad1994<br />
Brandimage“owns”thefutureoftelecommunication<br />
Developastrongandtransferablebrand<br />
MARKETLAUNCH<br />
APRIL1994<br />
ONE2ONEOVERTAKING<br />
JANUARY1996<br />
Q1
LISTED<br />
COMPANY&<br />
EXPANSION<br />
MERGER<br />
WITH<br />
T-MOBILEUK<br />
1994 1996 2000 2010 2015<br />
LAUNCH<br />
PARTOF<br />
FRANCE<br />
TÉLÉCOM<br />
PHASEOUT<br />
OFBRANDUK<br />
Q1
Orange:29countries<br />
OrangeBusinessServices:<br />
220countries&teritories<br />
Vision#humanInside<br />
Ourstrategy:<br />
tooferourcustomersan<br />
unmatchedexperience<br />
Q1
VIDEO<br />
https:/www.youtube.com/watch?v=W-d8Q9zT1qU
FRANCE–<strong>ORANGE</strong>S.A.<br />
1988FranceTélecom S.A.<br />
1.July2013re-brandingtoOrange<br />
Babyandgrandfather,<br />
fingers-waytofuture,innovation<br />
We`lalwayskeepyouconnectedwith<br />
whatśessentialtoyou<br />
Todaychangeswithorange<br />
Multimediacampaign:instagalery,tvspot<br />
Multimedia<br />
TVspot<br />
YouTube„Normanfaitdesvideos“<br />
Instagalery<br />
Q1
Liberia–Orange<br />
6April2016acquisitionofCelcom<br />
Liberia(Westafrica)<br />
Rebranding<br />
2017leadingmobileoperator<br />
(1.6milioncustomers)<br />
Developmentofnetworks<br />
Positionitselfasaleader<br />
ofthedigitaltransformation<br />
Q1
2.Whatroledid<strong>IMC</strong>/ICCplayindevelopingthebrand?<br />
How andwheredoestheir<strong>IMC</strong>/ICCapproachfitwiththefour<br />
stagesofdevelopment?<br />
VLADPOPELCA<br />
ROMANIA<br />
Q2
“Integratedmarketingcommunication,spearheaded<br />
byadvertising,hasthuscontributedsignificantly<br />
totheglobalpotentialortheOrangebrand.”<br />
Q2
DRIVERS<br />
OBJECTIVES<br />
NetSubscriber<br />
Growth<br />
Maximizingsubs.<br />
revenue<br />
Earnings<br />
Growth<br />
<strong>IMC</strong><br />
Maximizingsubs<br />
lifetime<br />
Earnings<br />
Security<br />
Shareholder<br />
Value<br />
Brand<br />
Diversification<br />
Foreign<br />
LicenseGrants<br />
Risk<br />
Diversification<br />
Q2
<strong>IMC</strong><br />
ICC<br />
<strong>ORANGE</strong>BRAND<br />
Q2
WHAT?<br />
HOW?<br />
COMMUNICATE<br />
ACT<br />
WHY?<br />
THINK<br />
Q2
egardingthefourstagesof<strong>IMC</strong>development<br />
1.THETACTICALCOORDINATIONOFMARKETINGCOMMUNICATIONS<br />
Creatingasynergy,whichincludesmarketingtactics,acrossalthesectorsofthecompany<br />
2.THEREDEFINITIONOFTHESCOPEOFMARKETINGCOMMUNICATIONS<br />
Campaignusingpostersthatwerehintingamessagebutdidnotteltheentirestory<br />
3.THEAPPLICATIONOFINFORMATIONTECHNOLOGY<br />
Wire-freecommunications<br />
4.THEFINANCIALANDSTRATEGICINTEGRATION<br />
MediaExpenditureandShareofVoice,January1994toApril1998<br />
Orange =72£m<br />
Q2
3.Ithasbeensaidthatthedawnof<strong>IMC</strong>witnessedanew phaseinadvertising:<br />
respectful,notpatronizing,dialogicnotmonologic,andmeasurable.<br />
How doesthisapplytotheOrangePLCcase?<br />
AKULSHARMA<br />
INDIA<br />
Q3
ADVERTISEMENTS&CUSTOMERS:RESPECT<br />
1.BELOW THELINEADVERTISING<br />
2.VALUINGCUSTOMERSATISFACTION<br />
3.COMBINATION OFQUALITYANDQUANTITY<br />
4.CUSTOMERSASBRANDEVANGELISTS<br />
5.COMMUNICATINGVALUEFORMONEY<br />
6.FOCUSON REDUCINGCHURN LEVEL<br />
7.VALUINGCUSTOMERSATISFACTION<br />
FUTUREISBRIGHT,FUTUREIS<strong>ORANGE</strong><br />
Q3
ADVERTISEMENTS:DIALOGUE<br />
JOINED<br />
WITH<br />
POSTERS-<br />
CAMPAIGN<br />
TEASERS<br />
1<br />
TELEVISION &<br />
PRINTADS–<br />
CAMPAIGN 2<br />
EXPLANATION<br />
SHOPDISPLAYS<br />
BILLINSERTS,<br />
INFORMATION<br />
LEAFLETSETC. 3<br />
1.<strong>ORANGE</strong>PLC’SRESPONSEHANDLINGSYSTEM ISCAPABLEOF<br />
LINKINGALLMARKETING-COMMUNICATION-DRIVEN INQUIRIES.<br />
2.POSTERSANDCAMPAIGNSUSEDTOINITIATEDIALOGUE.<br />
3.WITH THEADVENTOFINTERNET,<strong>ORANGE</strong>ACTIVELYUSED<br />
ONLINE&SOCIALMEDIA<br />
FOLLOWED<br />
BY<br />
Q3
ADVERTISEMENTS:MEASURABLE<br />
CHURNRATE<br />
TOMEASURETHECUSTOMERSLOYALTY<br />
MARKETINGCOMMUNICATION- ADRIVER<br />
SENSITIVETOCUSTOMERSATISFACTION<br />
DETERMINANTINVARIOUSRESULTS<br />
CHANGEIN THENETSUBSCRIBERBASE<br />
JUDGMENTCRITERIAFORPCN SWISSLICENSE<br />
Q3
4.WhatdifferentiatedOrangeinthemarketplace?<br />
Doesthisstilapply?How doesthisworknationaly?<br />
Internationaly?<br />
JIBUJACOBJOY<br />
INDIA<br />
Q4
DYNAMIC,STRAIGHTFORWARD,REFRESHING,<br />
FRIENDLYANDHONEST.<br />
LATECOMER<br />
BRANDVALUEWITHTHENAME.<br />
Orange<br />
Pecan<br />
Gemini<br />
Egg<br />
Miro<br />
WIREFREEFUTURE.<br />
Q4
REJECTEDPRICECUTTINGANDINCREASINGDISTRIBUTION.<br />
INCREASETHEMARKETVALUEINSTEADOFMARKETSHARE.<br />
PREMIUM SERVICE.<br />
(30% morethanOne2One,5% morethanothercompetitors)<br />
htps://youtu.be/g5gZtAZjFyU |htps://youtu.be/YApacjSUEKo<br />
Q4
INNOVATIONS<br />
Per-secondbiling<br />
calerID<br />
Dualbandhandsets<br />
Itemisedbiling.<br />
INFRASTRUCTURE<br />
HighSpeedCircuitSwitchedData(HSCSD)<br />
GeneralPacketRadioServices(GPRS).<br />
28.8Kbps<br />
CUSTOMISEDHANDSETS<br />
ANSWERPHONEFUNCTIONALITY<br />
Q4
APRIL2006:FOURPACKAGES<br />
DOLPHIN<br />
CANARY<br />
RACOON<br />
PANTHER<br />
htps://youtu.be/2qYT8f0zFOE<br />
Q4
Q4
2018<br />
220COUNTRIES<br />
(Europe,Middleeast,asia,Australia)<br />
4.7MILLIONFIBRECUSTOMERSAND46MILLION4GCUSTOMERS<br />
INFRANCE,REVENUEGREW FORTHEFIRSTTIMESINCE2009,UP0.6%;<br />
INSPAIN,RECORDGROWTHRATESACHIEVED,WITHREVENUESUP7.1%<br />
INAFRICA&THEMIDDLEEAST,REVENUEGROWTHACCELERATEDTO3.0%*.<br />
HTTPS://YOUTU.BE/JQR-AGNUAEM<br />
Q4
CONCLUSION<br />
<strong>ORANGE</strong>CREATEDANICHEWITHTHEIRDIFFERENTMESSAGE,THEIRCLEAR<br />
COMMUNICATIONSTRATEGYANDAMULTIMEDIAMIX.<br />
<strong>ORANGE</strong>COMPOUNDEFFECTTURNEDOUTTOBEMUCHMOREEFFECTIVE<br />
THANDISTINCTCAMPAIGNSUSINGINDIVIDUALMARKETINGTACTICS.<br />
ADVERTISINGIN21STCENTURYCHANGEDFROM INSIDE-OUTAPPROACH<br />
TOOUTSIDE-INAPPROACH,WHERECUSTOMERDRIVESTHEWHOLE<br />
MARKETINGSTRATEGY.<br />
YOUDON’THAVETOFOLLOW THEMARKETTRENDTOSURVIVE.<br />
YOUCANBEYOURSELFANDEARNAMARKETSHARE<br />
WITHTHEQUALITYYOUAREOFFERING.
DISCUSSION<br />
Doyoubelievethatorange's<strong>IMC</strong>isstileffectivetodayoryouwouldchange<br />
theirstrategy?Why?<br />
ERWANSALAUN<br />
FRANCE
DISCUSSION<br />
Doyoubelievethatorange's<strong>IMC</strong>isstileffectivetodayoryouwouldchange<br />
theirstrategy?Why?<br />
ERWANSALAUN<br />
FRANCE
DISCUSSION
DISCUSSION
DISCUSSION
DISCUSSION
DISCUSSION
DISCUSSION
DISCUSSION
DISCUSSION
DISCUSSION<br />
Whatmedias wouldyouusetodayforamultimediamix?<br />
(ifyourtargetgrouparemilennials)<br />
JANAPESCHKE<br />
GERMANY
DISCUSSION<br />
Whydoyouthinkitisimportantforbrandstostartcreatingcomunitiesaround<br />
themselves?<br />
VLADPOPELCA<br />
ROMANIA
DISCUSSION<br />
WhatdoyouthinkinTelecom market,‘Below theline’advertisingismore<br />
importantor‘Abovetheline’(MassMediaCommunication).Discuss<br />
AKULSHARMA<br />
INDIA
DISCUSSION<br />
Ifyouweregoingtoenteramarketplacewhichisdominatedbyotherplayers.<br />
Whichstrategywilyoufolow?Wilyougowithpricecuttingtoattractmore<br />
customersorwilyouofferapremium serviceandbeaniche?<br />
JIBUJACOBJOY<br />
INDIA
DISCUSSION<br />
Doyoubelievethatorange's<strong>IMC</strong>isstileffectivetodayoryouwouldchange<br />
theirstrategy?Why?<br />
ERWANSALAUN<br />
FRANCE
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