O2s Style of Marketing - Dissertation Example

With the ever-changing market trends in today's globally competitive world, companies, especially the service providers like telecommunication organizations need to work on their marketing plans on a constant and continuous basis in order to sustain their position and have financial gains.With respect to the aims and objectives of O2, they had demonstrated various and diverse ways of marketing that came underutilization to brand their name. However, 'Think Big' is one of their taglines through which they mean and aim to support the people and the environment.

O2 believes in fresh thinking, which means that they have perceived things in a diverse manner with their broadened vision and wish to bring improvements to the world with the help of their technologies.Following aims and objectives would lead the researcher to conduct the analysis and recommend the organization for improvements in their tactics with reference to their current practices:• Identify the current marketing strategies of O2• Discover the customer reviews about O2 and Everything Everywhere• Suggest and recommend O2 for their marketing strategies that can make them compete with their current competitor, Everything Everywhere, and become industry market leader• Provide a guideline of marketing strategies based on the marketing theories that can serve as a basis for all telecom service providers in general.

Literature ReviewA review of the literature has indicated that customer and their satisfaction is the top priority of O2s business. Therefore, they have come under different branding and marketing strategies that can pull the attention of maximum customers. From the past marketing trends of O2, it has come under enlightenment that O2 believes in bringing change and refreshing its branding and marketing strategies in order to remain innovative and creative. Furthermore, by changing the marketing tactics, they want to bring inspirational change within the attitudes and culture of the entire organization, thus creating a universal vision that can explore all aspects of customers (O'Reilly, 2012).

One of their leading brand strategies that helped O2 in gaining a significant market share was shifting its core focus on customer loyalty and retention. When O2 experienced that they are losing customers, they conducted research analysis and recognized that satisfying and improving relationships with customers is more important instead of focusing on the new ones. As an outcome, they developed the strategy of rewarding the customers that stayed loyal to them. This helped them to get control over the market share (utalkmarketing.com, 2007).

The literature review can relate this strategy with one of the marketing models that will facilitate a better understanding of the marketing strategies of O2. Analysis indicates that O2 has applied the marketing theory of the ‘Customer Satisfaction Model’ developed by Professor Noriaki Kano by meeting and exceeding the expectations of the customers and rewarding the loyal customers (12Manage, 2012).