Strategic Marketing Concepts, Research Paper Example

Strategic marketing is a philosophy in which organization obtains their wants and needs by identifying a value, communicating it and delivering to its clientele base. Emtel is an international telecommunication company formed by the merge between Currimjee Jewanjee and International Cellular South African companies. It’s a leading mobile operator and telephone and the service system worldwide. Its branch in Mauritius was established in 1989 and became the first in Africa in1994 to launch 3G/UMTS services.

In 2012 Emtel Ltd launched a data center in Mauritius for contingency then later launched fixed wireless telephone for home and office use. The service is aimed at providing 150mpbs speed of network connection to Mauritius citizens. It was rebranded in September 2012 with a new logo and slogan dubbed – “Emtel you’re first”.

Rebranding is defined as the process in which one product or service is developed by the same brand for the service is repackaged and distributed under another name also defined as repositioning. Branding strategy concepts are necessary when the brand is strong and has significant delineations; Emtel for instance, is a multi-national corporation that is already doing well in the market. Emtel (2013) articulates that to achieve this, change is embarked in the choice of colors, name, logo, formula and as radical as changing brand design. There was a rebranding campaign in the months of October November and December 2012 in Mauritius.

According to Brownlie (2005), rebranding to socialize in a particular Company has had successful results. Emtel Mauritius marketing was concerned with the direction and long-term goals of the company to achieve a competitive edge. The organization ensured that it applied it resources within the dynamic environment to meet the stakeholder’s expectations. The core concept of the strategy was customer needs, values and wants, exchange communications, products and relationships.

The Emtel Ltd made massive advertisement campaigns to entice customers through the electronic and print media in Mauritius. This key concept of advertising that captivated many new customers who decided to buy Emtel’s products. However they avoided pushing marketing which is a poorly implemented strategy where lots of money is used to woo few interested parties hence their campaigns were conducted at cities and major towns in Mauritius (McCauley, 2012). The contrast between successful and non-successful companies is that successful ones use laser-sharp strategy when presenting their products to interested buyers with irresistible messages that put them in ahead of the pack.

The company was precise in utilizing the production concept whose theory is based on the demand for goods and services. Therefore, Emtel Ltd focused on increasing investment efficiencies as impact its profitability by opening up the data center and rolling out the 150mbps internet services. Thus as a smart business firm they spent more on increasing productivity.

According to Emtel (2013), Emtel’s application of the sale concept, in rebranding their logo and slogan, convinced the customers that their products had their interest at hand. This sale concept state that demand equals supply concept is however suited for infrequent customers such as those for insurance or visiting a dentist.

Subsequently, the marketing concept dictates that supply should be greater than demand thus the organizations need to understand that what customers wants. Before convincing them to buy their product, Emtel established a new data center in Mauritius, which aimed at at collecting user needs, requirements, and providing essential feedback to their customers. This was realized through their new techno-savvy call-center launched in April 2012 prior to logo, and slogan rebranding. One to one marketing strategy concept has seen organizations further segment their markets, to target smaller groups of users this potential is targeting individualized services to it telecommunication services, In this regard Emtel, rolled out its home and office telephony service. Emtel has further ensured than whenever subscriber is enrolled for a particular service, whenever they use their service they get recommendations based on earlier subscriptions. The data is stored in each of the subscribers cookie file (Ingham, 2006).).

Viral marketing concept enabled the customers to communicate with each other and share their experience of using Emtel portal. This serves an extended service force through their networked service and this lateral communication between customers and non-customers creates an opportunity for company leverage. Like the pioneer of viral marketing, Hotmail, Emtel serves to allow the customer visit their website to access services, help and customer-care thus promoting the efficacy of service satisfaction to the receiver.

Lastly societal marketing concept employed by Emtel ltd, by creating an effective corporate responsibility servicer by preserving the environment. Emtel has given back to the Mauritius community through its education kitty fund to the needy and holding other various charity activities.

Admin_branding (2012) theorizes that Emtel’s rebranding was very successful based on the companies posting millions in profit. This Successful rebranding of Emtel was attributed to the new repainting by the logo and slogan into “Emtel you’re first”. They also rebranded their logo to attract and retain new customer base. Its slogan had a promise of first priory service to each customer and delivery on that promise is what propelled Emtel Ltd to soaring heights. It neither dismissed the overall Emtel international brand reputation thus did not alienate their clientele’s mindset. Emtel prior experience in the mobile market helped its rebranding strategy not to put blinders into the logo and slogan. They did their research on their competitors before settling on the captivating “Emtel you’re First “phrase. Lastly Emtel had to rebrand its company image in order to stay relevant and up to terms with its competitors. It ensured that the rebranding met the “thinking big principle” in its unveiling of phone and data package services hence creating the necessary changes (Emtel, 2013). In conclusion, rebranding is not merely branding the logo and color redo, it means s total overhaul of the system. The bigger the company becomes, it is likely to attract more customers, and hence Emtel is prone to making company miss some mark in what they offer.

References

Admin_branding. (2012). Rebranding: Tips on Successful Rebranding Strategies. Retrieved 4 24, 2013, from Branding Ways: http://www.brandingways.com/rebranding-tips-on-successful-rebranding-strategies.html

Brownlie, D. (2005). Strategic Marketing Concepts and Models. Journal of Marketing Management. Vol. 1 (2), p157-194. 38p.

Emtel (2013). Emtel Home. Retrieved 4 22, 2013, from Emtel: http://www.emtel-ltd.com/corporate-information,282.html

Ingham, L. (2006). Marketing/Strategic marketing. Retrieved 4 22, 2013, from All Experts: http://en.allexperts.com/q/Marketing-1090/Strategic-marketing.htm

McCauley, D. ( 2012). The top ten strategic marketing concepts for 2012. Retrieved April 22, 2013, from Exerminer.com: http://www.examiner.com/article/the-top-ten-stategic-marketing-concepts-for-2012