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Brand Management Example - T Mobile Presentation

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Transcript

  • 1. Brand Management Program
  • 2. Positioning
    We’re here
    We need to be here
    Resonance
    • Little incentive to stay with T-Mobile
    Judgments
    Feelings
    • Internet reviews are old and/or not positive
    • 3. Very little positive feelings – users with good experience remain neutral
    Imagery
    Performance
    • Use celebs in ads
    • 4. Use of color in logo make brand recognizable
    • 5. Doesn’t offer features you can’t find with other carriers.
    Salience
    • 34 million U.S. subscribers – 4th largest U.S. carrier
    • 6. Largest global carrier doing business in U.S. (150mm subscribers worldwide)
  • We are going to use the internet to:
    1) Develop positive feelings for the brand
    which will
    2) build community among our current customers
    and
    3) entice others to switch to T-Mobile.
    Goals & Objectives
  • 7. Brand Elements
    Logo:
    URL: www.tmobile.com
    Slogan:
    Celebrity support:
    Commercials: Catherine Zeta Jones
    YouTube: partnerships with NBA (Charles Barkley, Dwayne Wade, Dwight Howard)
    For MyTouch: Avril Lavigne, Eric Clapton, many others
    Jingle:
  • 8. Products - Coverage
    • T-Mobile has mediocre coverage.
    • 9. AT&T and Verizon have better coverage.
    Customers are asking for:
  • Although T-Mobile offers 13 Smartphones, including 6 touch-screen phones:
    It’s been hard to compete with the iPhone (AT&T) and the Droid (Verizon).
    Why?
    Ads for touch screen phones were not prominent until the iPhone flooded the market.
    What do we do about it?
    Don’t keep new technology hidden…promote, promote, promote. Use existing technology to do it.
    Products - Phones
  • 15. Plans
    What did we learn here?
    Don’t fix what isn’t broken.
    40-50% below competition is OK right now.
  • 16. Current distribution:
    Web
    tmobile.com
    Amazon.com
    Third-party vendors (wirefly.com, target.com, etc.)
    T-Mobile brick & mortar retailers
    Third-party dealers
    Mall kiosks
    Target
    Best Buy
    Place
    More stores = More T-Mobile
    Partnerships are good for business, but we must maintain brand consistency by:
    Thorough product training
    Consistent signage
    Consistent selling message
  • 17. The top four mobile service providers (including T-Mobile) are stuck.
    If one provider does it, the others follow.
    Promotion
    This applies to:
    Advertising
    Plan Rates
    Phone options
    Promotions
    It’s time for something different.
  • 18. Increased and improved coverage throughout United States:
    More towers
    Form service partnerships
    Monitor internet “chatter”
    Respond to complaints
    Use “bad” experiences for better customer service training
    Say “THANK YOU” to positive reviews and loyal customers.
    ServiceRecommendations
    Take-Away:
    Listen to our customers
    Fix what is broken
    Always say “THANK YOU”
  • 19. Promotional Recommendations
    Mobile Marketing Campaign
    • Enter Blogosphere
    • 20. Current T-Mobile customers will receive a text through their phone for a writing contest:
    • 21. Submit a T-Mobile focused blog
    • 22. Winner receives free service for a year & becomes T-Mobile’s “product-in-action” tester
    • 23. Create community “app”:
    • 24. Application helps users find daily events in their community
    • 25. Can be all events or specific interests.
    • 26. Available only to T-Mobile customers.
    What is this doing for us?
    Building a T-Mobile COMMUNITY
  • 27. Increased web presence
    Create viral videos for YouTube: Not your run-of-the-mill-this-is-our-TV-commercial-just-digital it’s:
    T-Mobile Candid Camera
    Just how hard is it to walk and text?
    Link to T-Mobile.com and Facebook
    Facebook & Twitter promotion:
    First 1,000 new, unique followers receive free service for a month.
    Promotion runs three different times until the end of the year.
    Promoted only first time through mobile marketing to current users.
    Promotional Recommendations
    For example:
    http://www.youtube.com/watch?v=itZ97tsDJLo
    Create positive, fun experiences
  • 28. Easy to track if it’s working:
    Then vs. now comparisons
    How many…
    Facebook followers?
    Twitter subscribers?
    YouTube video views?
    KPI’s & Measurement
    • More importantly:
    • 29. How many
    • 30. New service subscribers?
    • 31. Transferred service subscribers?
    • 32. New phone sales?
    • 33. Service upgrades?
    • 34. Phone upgrades?
  • No more “follow the pack”
    The T-Mobile community is more than just a cool phone. It’s about coverage, service, and how we all
    In The End