Orange Market Entry, Essay Example

The stakeholders of Orange as a new market entrant in the UK market initially were industry analysts, customers, consumers, the media, competing companies (Cellnet and Vodafone), as well as regulators and potential partners in launching the new service and product. Customers’ distrust for a new, late entrant in the mobile phone market, as well as their distrust in the emerging technology had to be overcome. Trust of potential partners and industry analysts, the media had to be gained through an effective corporate strategy that was implemented in the launch campaign. Existing players in the UK market had to be analyzed in order to create a distinctive brand image for the company.

Orange succeeded in delivering a distinctive image message to the above stakeholders the following ways.

Customers and consumers were surveyed based on their perception on the proposed brand name, making sure that it would represent the distinctive image that the company wanted to create for the brand. The company managed to build trust in technology and the new brand quickly through positive brand messages, such as love, friendship and freedom, as well as safety provided by the company.

Further, the company developed a positioning statement for the new brand. They created interest in the media, based on the currency of the topic and the innovative approach that the message contained. Focusing on the future opportunities of wireless technology, the company received positive press, by information-based media picking up on the core competencies and strengths of the company.

Targeting the strong competition, the company was able to diversify its brand and identify a market segment that was under-served by Vodafone and Cellnet.

Potential partners realized the opportunity within the fast improvement of the company’s brand reputation and – trusting Orange – entered collaborative partnerships with the company.