Universal Mobile

Résumé du document

Universal Mobile was born in 2004 by a partnership between Bouygues Telecom, which is the third French mobile operator and Universal Music. It can be represented as a MVNO, Mobile Virtual Net Operator. It proposes pre-paid mobile offers and mobile phones for teenagers. Universal Mobile's target is indeed young people, from 12 to 18 year olds. There are two aspects to envisage assessing the launch of a new pre-paid mobile offer on August 2008. This new contract with unlimited calls and other advantages was launched in a growing and competitive environment. There are today, two strong and historical competitors in the mobile market, Orange and SFR. Besides, they have to face up with some new, fast growing actors such as Virgin mobile or NRJ Mobile or MVNO. In this sector, customers have become increasingly demanding, there are more and more key market expectations such as the unlimited calls offer and after-sale services. Concerning the mix marketing, we will do a brief summary of the general trends regarding the 4Ps.

Extraits

[...] We could also bring to light the name of the website. That way, ‘'Universal Mobile'' is written in bigger characters. - At last, it's important to keep the Universal logo in the middle since it is very famous and has a strong brand image To reinforce the visibility of the web, a key media for the target The figures demonstrate that only 12% of the 11-18 year old people have seen the web campaign. This is a very low score regarding the time spent by this target on the web. [...]

[...] A lot of consumers have not notice that 5 Bouygues bought Universal mobile. In that mindset, most of the billboard messages have been placed on Bouygues outlets windows. Inside the store, a special place has been dedicated to Universal Mobile in order to separate the Bouygues offers to the Universal ones. This space has been created thanks to purple kakemonos, stickers at the floor The potential customers did not feel lost and knew exactly where the Universal Mobile offers were Press prints Putting advertising in press prints of Auchan, Carrefour aimed at pushing people to make a stop to the shelves dedicated to mobile offers. [...]

[...] Besides, with the actual web campaign, Universal Mobile didn't achieve to create enough buzz. They should use new innovative and alternative ways to communicate on the web, and not only banners for example To simplify the message and adapt it to each media Too much information gets the customers puzzled. The simpler is the message, the more efficient it is This billboard for example is overloaded. The logo is hardly visible and the distribution network neither. The consumer can't focus on single information and doesn't know where to look. [...]

[...] It is interesting to note that the billboards put forward the charact surprise concerning the monthly bill. We may think that the TV ad was more targeting the parents since they pay the mobile contract of their children. At the opposite, the billboard campaign was aimed at convincing the young people by highlighting the specificities of the offer. The billboard campaign was set up the 27th August to the second of September. The period of time was thus pretty short but the scale of the campaign was important since billboards were placed in 140 cities. [...]

[...] But since the parents are definitely the ones who pay for their children mobile offer, we cannot do without their opinion and the way they consider Universal Mobile. a. How efficient was the campaign? o The memorization It is the first item an advertising manager wants to consider after he/she launched a campaign. Indeed, before every item that comes later, the question is: do people remember my campaign? If not, we will see later that whatever the results are, these cannot be proportionally so good. [...]