StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

A Strategic Advertising Plan for the ISP Wanadoo Re-Branded to Orange - Essay Example

Cite this document
Summary
The paper "A Strategic Advertising Plan for the ISP Wanadoo Re-Branded to Orange" investigates the recommendations on corporate strategy development. The principle that had been used in developing the advertising campaign was to pass three stages of strategic development…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER97% of users find it useful
A Strategic Advertising Plan for the ISP Wanadoo Re-Branded to Orange
Read Text Preview

Extract of sample "A Strategic Advertising Plan for the ISP Wanadoo Re-Branded to Orange"

Download file to see previous pages

On the other hand, as Wanadoo's chiefs believe, re-branding will enable the UK ISP to compete more effectively in the field of providing a host of services under one brand name (Armitt 2005). In addition, hence Wanadoo intends to extend the services it has been providing, the new brand will better reflect the range of new offerings. Some of the new services include combined mobile and Internet access, a broadband telephone that tells when a customer receives emails, and remote surveillance of a customer's home through a mobile or a computer.

New possibilities will enable a customer to transfer photos stored on a phone through the ISP's wireless Livebox hub to photoblog and an interactive mobile guide providing location-specific information when on the move (Woffenden 2005). FT Group intends that Orange will become the group's worldwide brand for mobile, broadband, and multiplay services, and re-branding Wanadoo is one of the steps in this way. The expectations of the company are clearly expressed by Wanadoo's spokesman: "A single, integrated brand strategy will enable the company to compete more effectively against our competitors.

It will help to accelerate the momentum of the FT Group's ambition to become the leader in convergence. We will have a single brand with global clout" (The Register 2005). Despite the company leaders' optimism and good expectations, there are some problems to overcome in the situation with the re-branded ISP though. Because the Wanadoo brand itself replaced Freeserve ISP only 14 months ago, the new re-branding may confuse the customers: "For customers in the UK, it's yet more confusion as the ISP takes on yet another identity" (The Register 2005).

In addition, previous Freeserve's metamorphosis into Wanadoo was supported by pounds 20m TV, press, and billboard campaign (Hirst 2004). In future advertising campaigns, the company chiefs should be ready to invest again to save old customers and attract new ones. Summarising all written above, we can outline the general situation. One of the leading UK ISPs Wanadoo becomes the acquisition of a well-known brand Orange. Parent corporate - Communications Group France Telecom - intends to become the leader in providing the host of services under one brand name and the UK ISP is the step on a way for this strategy realization.

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(A Strategic Advertising Plan for the ISP Wanadoo Re-Branded to Orange Essay Example | Topics and Well Written Essays - 6500 words, n.d.)
A Strategic Advertising Plan for the ISP Wanadoo Re-Branded to Orange Essay Example | Topics and Well Written Essays - 6500 words. https://studentshare.org/business/1512546-a-strategic-advertising-plan-for-the-isp-wanadoo-re-branded-to-orange
(A Strategic Advertising Plan for the ISP Wanadoo Re-Branded to Orange Essay Example | Topics and Well Written Essays - 6500 Words)
A Strategic Advertising Plan for the ISP Wanadoo Re-Branded to Orange Essay Example | Topics and Well Written Essays - 6500 Words. https://studentshare.org/business/1512546-a-strategic-advertising-plan-for-the-isp-wanadoo-re-branded-to-orange.
“A Strategic Advertising Plan for the ISP Wanadoo Re-Branded to Orange Essay Example | Topics and Well Written Essays - 6500 Words”. https://studentshare.org/business/1512546-a-strategic-advertising-plan-for-the-isp-wanadoo-re-branded-to-orange.
  • Cited: 0 times

CHECK THESE SAMPLES OF A Strategic Advertising Plan for the ISP Wanadoo Re-Branded to Orange

Advertising plan for Vodafone

Vodafone Group is one of the largest mobile companies in the world.... Vodafone was started in the year 1985 and within 28 years they became one of the global leaders in the business.... They have more than 400 million customers around the world.... .... ... ... Vodafone Group is one of the largest mobile companies in the world....
10 Pages (2500 words) Assignment

Event management strategy plan RE

his paper aims at providing a report outlining an event strategy plan for an International trade fair.... The report will outline the relevant plans, events and activities that constitute the overall strategy plan of the international trade fair that is to be organized.... In line with the relevant aspects of the plan strategy, the paper will include the following parameters that are paramount to the project; Strategic aims, objectives with actions, opportunities and Risks associated with the international dimension, evaluation methods to be utilized, pre- and post –event and summary along with recommendations....
8 Pages (2000 words) Essay

American Telephone and Telegraph Company

The head quarter is situated in Whitacre Tower, downtown Dallas, Texas.... In America, It is the leading telecommunication service.... ... ... It is the largest company in all over the Dallas while it is also included in the big five players of the market.... Along with mobile and fixed land line services, it also provides broad band subscription By the calculated market value, it was declared as the 17th largest company in the world....
9 Pages (2250 words) Essay

Sunripe Marketplace - a Private Label Strategy

Will Willemsen founded Sunripe and worked assiduously to make it a successful venture.... The mission and vision of Sunripe have not been explicitly.... ... ... A close scrutiny of the company's procurement strategy and product assortment suggests that the mission of the retailer is to ‘Provide Fresh, High Quality, and Healthful Food Options'....
11 Pages (2750 words) Coursework

Develop and implement strategic plan

acVille's highest level of stewardship has enabled it to plan and manage its resources in an optimal manner and thus reward its shareholders with high profits.... These teams have access to all the requisite information and are empowered to plan and control their operations....
16 Pages (4000 words) Essay

Branded Entertainment: Product Placement & Brand Strategy

The objective of this paper 'Branded Entertainment: Product Placement & Brand Strategy' is to explore the nature of branded entertainment and the various forms of this recently popular marketing communication tool.... Moreover, the advantages and disadvantages of branded entertainment will be discussed....
16 Pages (4000 words) Research Paper

Strategic Plan for McDonald

The paper "Strategic plan for McDonald" highlights that with the passage of time, the introduction of environmental equipment, packaging material and cooking ingredients has resulted in increased environmental-issues awareness among the various businesses in the food industry.... ...
11 Pages (2750 words) Case Study

Marketing Strategy at Orange Mobile

the isp operations of the company were also rebranded in August 2006.... The paper "Marketing Strategy at orange Mobile" discusses the overall marketing environment of orange Mobile through the qualitative study method.... Amongst the big telephone operators, orange mobile has been the fifth largest telecom operator across the globe and, in the year 2010, the company had a bit more than 210 million customers in its existing customer base....
12 Pages (3000 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us