Strategic Case: T-Mobile
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- Date Submitted: 08/10/2011 09:29 PM
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4 August 2011
Advanced Marketing 5000
Final
Strategic Case: T-Mobile
1. What kind of brand image does T-Mobile want to build through its celebrity-packed promotion efforts? T-Mobile celebrity promotions
T-Mobile has used celebrity branding from the beginning of its marketing campaigns in order to develop brand recognition and target various markets. Catherine Zeta-Jones was the first global spokeswoman for T-Mobile International in 2002, bringing together the family of companies under the T-Mobile global brand name and marketing strategy - "Get More with T-Mobile (Catherine Zeta-Jones Signs with T-Mobile). T-Mobile leadership believed the Welsh actress personified " …hard work, dedication, international appeal, intellect, and style … exuding self confidence and reassurance…" (Catherine Zeta-Jones Signs with T-Mobile).
In 2006 T-Mobile "decided to drop Ms. Zeta-Jones from its advertising in favor of a more man-on-street approach to marketing" (SHARMA). At the time the company refused to comment on further branding changes among other things. Though not expressly stated, speculation may be that her several million dollar contract was too much after T-Mobile committed more than $4 billion for new radio frequencies (SHARMA).
In addition to going after the "Zeta-Jones" demographic, T-Mobile used niche marketing to attract the growing minority markets. In particular, Hispanics and African Americans were favored with T-Mobile choosing Snoop Dogg (T-Mobile USA) to market their re-branded Danger Hiptop known as the T-Mobile Sidekick (Danger Hiptop). Additionally, T-Mobile is attracting minority women. They sponsor, "… the National Basketball Association, the NBA Rookie Challenge and the Women's National Basketball Association" (T-Mobile USA).
From these examples we see that T-Mobile wants to attract the self-confident, "getting the most out of life" person across all cultures while also attracting minorities, particularly Hispanics, African Americans...
Advanced Marketing 5000
Final
Strategic Case: T-Mobile
1. What kind of brand image does T-Mobile want to build through its celebrity-packed promotion efforts? T-Mobile celebrity promotions
T-Mobile has used celebrity branding from the beginning of its marketing campaigns in order to develop brand recognition and target various markets. Catherine Zeta-Jones was the first global spokeswoman for T-Mobile International in 2002, bringing together the family of companies under the T-Mobile global brand name and marketing strategy - "Get More with T-Mobile (Catherine Zeta-Jones Signs with T-Mobile). T-Mobile leadership believed the Welsh actress personified " …hard work, dedication, international appeal, intellect, and style … exuding self confidence and reassurance…" (Catherine Zeta-Jones Signs with T-Mobile).
In 2006 T-Mobile "decided to drop Ms. Zeta-Jones from its advertising in favor of a more man-on-street approach to marketing" (SHARMA). At the time the company refused to comment on further branding changes among other things. Though not expressly stated, speculation may be that her several million dollar contract was too much after T-Mobile committed more than $4 billion for new radio frequencies (SHARMA).
In addition to going after the "Zeta-Jones" demographic, T-Mobile used niche marketing to attract the growing minority markets. In particular, Hispanics and African Americans were favored with T-Mobile choosing Snoop Dogg (T-Mobile USA) to market their re-branded Danger Hiptop known as the T-Mobile Sidekick (Danger Hiptop). Additionally, T-Mobile is attracting minority women. They sponsor, "… the National Basketball Association, the NBA Rookie Challenge and the Women's National Basketball Association" (T-Mobile USA).
From these examples we see that T-Mobile wants to attract the self-confident, "getting the most out of life" person across all cultures while also attracting minorities, particularly Hispanics, African Americans...