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Integrated Marketing Communications Plan for Holsten - Case Study Example

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The objective of the study “Integrated Marketing Communications Plan for Holsten” is to increase the customer base of the company and develop a marketing communication strategy which can be adopted and implemented by Holsten for staying ahead of its competitors…
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Integrated Marketing Communications Plan for Holsten
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Download file to see previous pages In late 2007, Holsten tried to acquire the rival mobile operator, RCQ but was beaten in the competition by UK’s telecom giant Sprint. The company presently has 1,500 employees with offices spread throughout Germany and a few other European countries. Presently, the turnover of the company is EUR 256 million. In 2009, the turnover was EUR 209 million. This clearly indicates that the company is growing at a steady pace. One of the most important ideas of the marketing strategy is to focus on the inbound roaming customers of Holsten. It is also important that Holsten regains its position as one of the leading cellular service providers by winning the favor of the prepaid customers.
Some of the innovations of the company which has helped it to be among the top three telecom providers in Germany include the introduction of 3GPP service. The company was one of the first companies to introduce UMTS, which is improved technology, thereby making the GSM service redundant. The company has also successfully integrated the WCDMA, LTE, HSDPA, and HSUPA. These technologies are on the latest breakthroughs in innovation and mobile telephony. Such innovations and technological upgradations have helped Holsten in maintaining its market position and retaining its existing customer base. The company has recently rolled out trials for its 2GB data rates which have so far been one of the most successful plans rolled out by the company.
In marketing communications, it is vital that a marketing plan is selected which is practical as well as cost effective. Since the objective of the marketing communication plan of Holsten is retaining the existing customer base in Germany, retain the inbound roaming customers as well as expanding the customer base in countries such as Poland, Croatia, and Austria, it is important to discuss some of the alternatives available to the company.  ...Download file to see next pages Read More
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