Brand Management Example - T Mobile Presentation


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Brand Management Example - T Mobile Presentation

  1. 1. Brand Management Program<br />
  2. 2. Positioning<br />We’re here<br />We need to be here<br />Resonance<br /><ul><li>Little incentive to stay with T-Mobile</li></ul>Judgments<br />Feelings<br /><ul><li>Internet reviews are old and/or not positive
  3. 3. Very little positive feelings – users with good experience remain neutral</li></ul>Imagery<br />Performance<br /><ul><li>Use celebs in ads
  4. 4. Use of color in logo make brand recognizable
  5. 5. Doesn’t offer features you can’t find with other carriers.</li></ul>Salience<br /><ul><li>34 million U.S. subscribers – 4th largest U.S. carrier
  6. 6. Largest global carrier doing business in U.S. (150mm subscribers worldwide)</li></li></ul><li>We are going to use the internet to:<br />1) Develop positive feelings for the brand<br />which will<br />2) build community among our current customers<br />and<br />3) entice others to switch to T-Mobile.<br />Goals & Objectives<br />
  7. 7. Brand Elements<br />Logo:<br />URL:<br />Slogan:<br />Celebrity support: <br />Commercials: Catherine Zeta Jones <br />YouTube: partnerships with NBA (Charles Barkley, Dwayne Wade, Dwight Howard)<br />For MyTouch: Avril Lavigne, Eric Clapton, many others<br />Jingle: <br />
  8. 8. Products - Coverage<br /><ul><li>T-Mobile has mediocre coverage.
  9. 9. AT&T and Verizon have better coverage.</li></ul>Customers are asking for:<br /><ul><li>More coverage in:
  10. 10. West
  11. 11. South
  12. 12. East coast
  13. 13. Improved coverage in:
  14. 14. Midwest</li></li></ul><li>Although T-Mobile offers 13 Smartphones, including 6 touch-screen phones:<br />It’s been hard to compete with the iPhone (AT&T) and the Droid (Verizon).<br />Why?<br />Ads for touch screen phones were not prominent until the iPhone flooded the market.<br />What do we do about it?<br />Don’t keep new technology hidden…promote, promote, promote. Use existing technology to do it.<br />Products - Phones<br />
  15. 15. Plans<br />What did we learn here?<br />Don’t fix what isn’t broken.<br />40-50% below competition is OK right now.<br />
  16. 16. Current distribution:<br />Web <br /><br /><br />Third-party vendors (,, etc.)<br />T-Mobile brick & mortar retailers<br />Third-party dealers<br />Mall kiosks<br />Target<br />Best Buy<br />Place<br />More stores = More T-Mobile<br />Partnerships are good for business, but we must maintain brand consistency by:<br />Thorough product training<br />Consistent signage<br />Consistent selling message<br />
  17. 17. The top four mobile service providers (including T-Mobile) are stuck.<br />If one provider does it, the others follow.<br />Promotion<br />This applies to:<br />Advertising<br />Plan Rates<br />Phone options<br />Promotions<br />It’s time for something different.<br />
  18. 18. Increased and improved coverage throughout United States:<br />More towers<br />Form service partnerships<br />Monitor internet “chatter”<br />Respond to complaints<br />Use “bad” experiences for better customer service training<br />Say “THANK YOU” to positive reviews and loyal customers.<br />ServiceRecommendations<br />Take-Away:<br />Listen to our customers<br />Fix what is broken<br />Always say “THANK YOU”<br />
  19. 19. Promotional Recommendations<br />Mobile Marketing Campaign<br /><ul><li>Enter Blogosphere
  20. 20. Current T-Mobile customers will receive a text through their phone for a writing contest:
  21. 21. Submit a T-Mobile focused blog
  22. 22. Winner receives free service for a year & becomes T-Mobile’s “product-in-action” tester
  23. 23. Create community “app”:
  24. 24. Application helps users find daily events in their community
  25. 25. Can be all events or specific interests.
  26. 26. Available only to T-Mobile customers.</li></ul>What is this doing for us?<br />Building a T-Mobile COMMUNITY<br />
  27. 27. Increased web presence<br />Create viral videos for YouTube: Not your run-of-the-mill-this-is-our-TV-commercial-just-digital it’s:<br />T-Mobile Candid Camera<br />Just how hard is it to walk and text?<br />Link to and Facebook<br />Facebook & Twitter promotion:<br />First 1,000 new, unique followers receive free service for a month.<br />Promotion runs three different times until the end of the year.<br />Promoted only first time through mobile marketing to current users.<br />Promotional Recommendations<br />For example:<br /><br />Create positive, fun experiences<br />
  28. 28. Easy to track if it’s working:<br />Then vs. now comparisons<br />How many…<br />Facebook followers?<br />Twitter subscribers?<br />YouTube video views?<br />KPI’s & Measurement<br /><ul><li>More importantly:
  29. 29. How many
  30. 30. New service subscribers?
  31. 31. Transferred service subscribers?
  32. 32. New phone sales?
  33. 33. Service upgrades?
  34. 34. Phone upgrades?</li></li></ul><li>No more “follow the pack”<br />The T-Mobile community is more than just a cool phone. It’s about coverage, service, and how we all<br />In The End<br />