GSM Clippings Analysis
Postpaid
Zain - Postpaid <ul><li>Postpaid offers earned a minor share of Zain’s communications in 2008 – early 2009 </li></ul><ul><...
Orange - Postpaid <ul><li>Postpaid offers earned a considerably reasonable share of Orange’s communication in 2008- early ...
Umniah - Postpaid <ul><li>Postpaid offers earned a considerably reasonable share of Umniah’s communication in 2008- early ...
Postpaid - Conclusion <ul><li>Generally speaking, postpaid plans earned minor shares of the overall communication activiti...
Pre-paid
Zain Prepaid - ZJeelna <ul><li>The (ZJeelna) campaign ran in outdoor and print  </li></ul><ul><li>The messaging was entire...
Zain Prepaid – Zain El Kul <ul><li>Zain El Kul is a prepaid plan that offered flexibility through:  </li></ul><ul><ul><li>...
Zain Prepaid – Zain Muhafazat <ul><li>The campaign was copy-based with no imagery </li></ul><ul><li>Benefits of the offeri...
Zain Prepaid – Zain S7abak <ul><li>Zain S7abak is a competitive plan targeting the youth and meeting their exact needs of ...
Zain Prepaid - Conclusion <ul><li>Prepaid plans earned a large share of the overall communication activities carried by Za...
Orange Prepaid - Mumtaz <ul><li>Mumtaz is a competitive plan that appeals to Orange subscribers and non-subscribers alike ...
Orange Prepaid – A7la <ul><li>The plan capitalized over Orange’s network of 2.3 million fixed and mobile subscribers, a va...
Orange Prepaid – Friends <ul><li>Orange’s ‘Friends’ plan targeted the youth and offered discounted/free calls to a selecte...
Orange Prepaid - UniZone <ul><li>Orange’s UniZone campaign began with a teaser portraying a long-haired young man with ver...
Orange Prepaid - Promotions <ul><li>Several promotions ran for Orange's prepaid plans that included free minutes, discount...
Orange Prepaid - Conclusion <ul><li>Prepaid plans earned a large share of the overall communication activities carried by ...
Umniah Prepaid - Bitaqa <ul><li>Umniah’s ‘Bitaqa’ plan targeted Umniah’s subscribers and non-subscribers through highlight...
Umniah Prepaid – Mosta7eel <ul><li>Umniah’s ‘Mosta7eel’ campaign was a continuation of an earlier offering launched in res...
Umniah Prepaid – Ana Shabab <ul><li>‘ Ana Shabab’ is umniah’s youth plan </li></ul><ul><li>The messaging was clear and dir...
Umniah Prepaid – Ma3ana <ul><li>‘ Ma3ana’ is another prepaid plan by Umniah that associated charged amounts with free minu...
Umniah Prepaid - Muhafazat <ul><li>Celebrity endorsement was evident through Umniah’s ‘Muhafazat’ campaign </li></ul><ul><...
Umniah Prepaid – Visitors Package <ul><li>Umniah’s Visitors Package targeted Jordan visitors  </li></ul><ul><li>Benefits o...
Umniah Prepaid – Promotions <ul><li>Umniah ran several promotions offering seasonal benefits related to prepaid plans  </l...
Umniah Prepaid - Conclusion <ul><li>Prepaid plans earned a large share of the overall communication activities carried by ...
Value-Added Services (VAS)
Zain - VAS <ul><li>Live Radio Ringtone </li></ul><ul><li>Roaming GPRS </li></ul><ul><li>Profile Ringtones (Meeting, silent...
Zain - VAS <ul><li>Tawjihi Results </li></ul><ul><li>Euro-cup services </li></ul><ul><li>CLIR </li></ul><ul><li>CLI+ </li>...
Zain - VAS <ul><li>*111# </li></ul><ul><ul><li>Amal Dabbas Comics </li></ul></ul><ul><ul><li>Al Jazeera News </li></ul></u...
Zain - VAS <ul><li>Watwet.com (Twitter) </li></ul><ul><li>AboAwad Cartoons  </li></ul><ul><li>Abumahjoob Ringtones </li></...
Orange - VAS <ul><li>Pray schedule during ramadan </li></ul><ul><li>Credit Transfer </li></ul><ul><li>Live broadcast of: <...
Orange - VAS <ul><li>My friends ringtone </li></ul><ul><li>CLIR </li></ul><ul><li>CLI+ </li></ul><ul><li>Send  ادعية   to ...
Orange - VAS <ul><li>Dandana Ringtones: </li></ul><ul><ul><li>Kathem El Saher </li></ul></ul><ul><ul><li>Al Rawabi </li></...
Umniah - VAS <ul><li>Voice Messages </li></ul><ul><li>Fixed phone sim card </li></ul><ul><li>MCN (Block Incoming Calls + S...
Umniah - VAS <ul><li>Euro-cup news </li></ul><ul><li>Tawjihi Results </li></ul><ul><li>Wap games download </li></ul><ul><l...
Umniah - VAS <ul><li>أغنيلك </li></ul><ul><ul><li>Omar Abdallat – Muhafazet </li></ul></ul><ul><ul><li>Nancy Ajram </li></...
Umniah - VAS <ul><li>*100#: </li></ul><ul><ul><li>Sport News </li></ul></ul><ul><ul><li>Jokes </li></ul></ul><ul><ul><li>H...
Findings
The Message Criteria Zain Umniah Orange Clarity Clear Incomplete Cluttered Extended Terms Clear Plan Naming Relevant Brand...
The Visual Criteria Zain Umniah Orange Clarity Clear Clear and Direct Unclear Attractiveness Attractive Unattractive Cheap...
SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Perception and positioning of being the Leader </li></ul><ul><li>Most ad...
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Jordan GSM Clipping Analysis - Market Analysis - Sample Work

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Jordan GSM Clipping Analysis
Market Analysis
Sample Work

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  • could u please send me a copy omarabusafieh@gmail.com thanx in advance
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  • Very nice indeed. Can I also have it? csecsex@gmail.com
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  • very nice effort... please send it to me at zoza20200@yahoo.com
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Jordan GSM Clipping Analysis - Market Analysis - Sample Work

  1. 1. GSM Clippings Analysis
  2. 2. Postpaid
  3. 3. Zain - Postpaid <ul><li>Postpaid offers earned a minor share of Zain’s communications in 2008 – early 2009 </li></ul><ul><li>Benefits of a postpaid line were not explicitly highlighted </li></ul><ul><li>The offering was purely promotional (up to 25% and 40% free minutes) including a call for action element (limited offer) </li></ul><ul><li>Imagery was bright and fresh, yet it represented partial target segments (Businesses and females) which posed a risk of losing the appeal to other segments </li></ul>
  4. 4. Orange - Postpaid <ul><li>Postpaid offers earned a considerably reasonable share of Orange’s communication in 2008- early 2009 </li></ul><ul><li>Benefits of a postpaid line were explicitly highlighted (per-second calls, 50% extra hours, 150 MB free GPRS bundle) </li></ul><ul><li>Collectively, the offering proposed flexibility and promotions such as discounted mobile devices </li></ul><ul><li>The messages were consistent, direct and inclusive (no hidden/tricky information) </li></ul><ul><li>Emotional messaging was evident through (Are you with Club?) which provided a sense of belonging </li></ul><ul><li>Poor art direction </li></ul>
  5. 5. Umniah - Postpaid <ul><li>Postpaid offers earned a considerably reasonable share of Umniah’s communication in 2008- early 2009 </li></ul><ul><li>Messaging was dominated by Umniah’s USP of unlimited call plans </li></ul><ul><li>Promotional communication: discounted mobile devices </li></ul><ul><li>The messages were clear, strong and tactical </li></ul><ul><li>However, each ad included a long list of terms and conditions (when compared with Zain and Orange) which depicts transparency </li></ul><ul><li>The language was purely price-oriented </li></ul><ul><li>Cheap art direction (lack of variety, exclusive usage of Umniah’s colors) </li></ul>
  6. 6. Postpaid - Conclusion <ul><li>Generally speaking, postpaid plans earned minor shares of the overall communication activities carried by GSM operators in 2008 and early 2009 </li></ul><ul><li>Zain lost the appeal to a large segment of the target audience due to the portrayal of partially-selected representations and the capitulation over discounted minutes in favor of the plan’s benefits. Comparatively, Zain scored high in terms of visual appeal and attractiveness. </li></ul><ul><li>Orange succeeded in exposing the benefits of postpaid plans, ran promotions and used and emotional language, yet the visual appeal and attractiveness scored low </li></ul><ul><li>Umniah spoke rationally and was purely price-oriented. Art direction was poor and depended excessively on the employment of Umniah’s logo and colors </li></ul>
  7. 7. Pre-paid
  8. 8. Zain Prepaid - ZJeelna <ul><li>The (ZJeelna) campaign ran in outdoor and print </li></ul><ul><li>The messaging was entirely unclear </li></ul><ul><li>The language was not appropriately adapted to fit Zain’s guidelines and brand image/positioning ( دوبلناها وتكتكناها وزودناها، من الآخر، بونص ) </li></ul><ul><li>The offering was vague and difficult to understand </li></ul><ul><li>Poor art direction </li></ul>
  9. 9. Zain Prepaid – Zain El Kul <ul><li>Zain El Kul is a prepaid plan that offered flexibility through: </li></ul><ul><ul><li>3P/m on-net calls </li></ul></ul><ul><ul><li>Unlimited validity </li></ul></ul><ul><ul><li>Optional features: free night calls, 50% discount on off-net calls, 6 super numbers for 1P/m (add 2 JD/month) </li></ul></ul><ul><li>Flexibility was portrayed through the unconditional (3P/m on-net calls) which was conditionally part of other Zain prepaid plans (S7abak, Zain 5) </li></ul><ul><li>The naming was relevant and expressive (Zain El Kul): a plan for everyone belonging to Zain’s network </li></ul><ul><li>Imagery was somewhat relevant in portraying ‘unity’, yet it was dominated by a typical ‘sportive’ look </li></ul><ul><li>The messaging was clear and direct </li></ul>
  10. 10. Zain Prepaid – Zain Muhafazat <ul><li>The campaign was copy-based with no imagery </li></ul><ul><li>Benefits of the offering were concealed </li></ul><ul><li>Although the headline triggered attention and called for joining (Zain’s Family), yet it failed the answer to the eternal question ‘what’s in it for me?’ </li></ul><ul><li>The implicit notion of the offering was purely unclear and incomplete </li></ul>
  11. 11. Zain Prepaid – Zain S7abak <ul><li>Zain S7abak is a competitive plan targeting the youth and meeting their exact needs of discounted tariffs </li></ul><ul><li>The imagery represented the target segment and was successfully portrayed </li></ul><ul><li>The messaging was clear, direct and explicit (no hidden information) </li></ul><ul><li>The offering was plain and easy to understand </li></ul><ul><li>Portrayal of the ‘university life’ look and feel </li></ul>
  12. 12. Zain Prepaid - Conclusion <ul><li>Prepaid plans earned a large share of the overall communication activities carried by Zain operators in 2008 and early 2009 </li></ul><ul><li>Collectively, Zain’s prepaid campaigns can be described as following: </li></ul><ul><ul><li>The offerings’ naming is relevant and warm </li></ul></ul><ul><ul><li>Lack of a unique identity/look and feel for prepaid plans </li></ul></ul><ul><ul><li>Comparatively, art direction is professional </li></ul></ul><ul><ul><li>Confusion and vagueness is common </li></ul></ul><ul><ul><li>Lack of promotions, discounted plans and added-values </li></ul></ul>
  13. 13. Orange Prepaid - Mumtaz <ul><li>Mumtaz is a competitive plan that appeals to Orange subscribers and non-subscribers alike by offering a unified tariff for all networks (5P/m) </li></ul><ul><li>The messaging, offering and naming were clear and easy to understand </li></ul><ul><li>The headline would attract the attention of Orange non-subscribers </li></ul><ul><li>Poor art direction </li></ul>
  14. 14. Orange Prepaid – A7la <ul><li>The plan capitalized over Orange’s network of 2.3 million fixed and mobile subscribers, a value that is highly welcomed by mobile users </li></ul><ul><li>The offering provided reasons for subscribing/switching to Orange: cheap tariffs, large customer base and discounted international calls </li></ul><ul><li>Very poor art direction </li></ul>
  15. 15. Orange Prepaid – Friends <ul><li>Orange’s ‘Friends’ plan targeted the youth and offered discounted/free calls to a selected list of 5 friends </li></ul><ul><li>Art direction was simple and relevant </li></ul><ul><li>The messaging was direct and highlighting the key benefit of the plan despite the inclusion of too many details </li></ul><ul><li>The look and feel of the campaign reflected ‘youth’ and ‘fun’ appeals </li></ul>
  16. 16. Orange Prepaid - UniZone <ul><li>Orange’s UniZone campaign began with a teaser portraying a long-haired young man with very limited income that suggests his incapability of cutting his own hair, and was very successful in drawing attention </li></ul><ul><li>The revealer implied that Orange offers the young man (a university student) unlimited calls despite his low budget </li></ul><ul><li>The messaging was cluttered and included several terms and conditions </li></ul><ul><li>The offering is relevant, valuable and satisfies previously unmet opportunities by other GSM operators </li></ul><ul><li>Interestingly, the campaign was successful in creating an association between a common Jordanian lingo ( معيش احلق ) and Orange’s UniZone plan, which became a slang reference to Orange </li></ul>
  17. 17. Orange Prepaid - Promotions <ul><li>Several promotions ran for Orange's prepaid plans that included free minutes, discounted mobile devices and free lines </li></ul><ul><li>The messaging was clear, inviting and explicit </li></ul><ul><li>The language was warm and reflected an appreciative attitude </li></ul><ul><li>The offering was relevant, valuable and appealing </li></ul><ul><li>Poor art direction </li></ul>
  18. 18. Orange Prepaid - Conclusion <ul><li>Prepaid plans earned a large share of the overall communication activities carried by Orange operators in 2008 and early 2009 </li></ul><ul><li>Collectively, Orange’s prepaid campaigns can be described as following: </li></ul><ul><ul><li>The offerings’ naming is relevant and simple </li></ul></ul><ul><ul><li>Confusing and ever-changing look and feel </li></ul></ul><ul><ul><li>Art direction is poor and unprofessional </li></ul></ul><ul><ul><li>Clear, direct and explicit </li></ul></ul><ul><ul><li>Various promotions, discounted plans and added-values </li></ul></ul>
  19. 19. Umniah Prepaid - Bitaqa <ul><li>Umniah’s ‘Bitaqa’ plan targeted Umniah’s subscribers and non-subscribers through highlighting cheap on and off net tariffs </li></ul><ul><li>The messaging was clear, however, included several terms and conditions that would reduce interest in the offering </li></ul><ul><li>The offering included implicit hidden conditions </li></ul><ul><li>The language used was popular, slang and common </li></ul><ul><li>Cheap art direction </li></ul><ul><li>Notably, all Umniah’s ads included labels at the top right corner indicating the offering category </li></ul>
  20. 20. Umniah Prepaid – Mosta7eel <ul><li>Umniah’s ‘Mosta7eel’ campaign was a continuation of an earlier offering launched in response to Zain’s (Zain 5) campaign </li></ul><ul><li>The messaging was clear and direct with less terms and conditions as compared to Umniah’s offerings in general </li></ul><ul><li>The offering was a direct call for action for a limited period </li></ul><ul><li>Cheap art direction </li></ul>
  21. 21. Umniah Prepaid – Ana Shabab <ul><li>‘ Ana Shabab’ is umniah’s youth plan </li></ul><ul><li>The messaging was clear and direct despite the inclusion of several terms and conditions </li></ul><ul><li>The offering was purely price-oriented </li></ul><ul><li>Cheap art direction </li></ul><ul><li>The look and feel was dull and unengaging, and would appeal to price-sensitive targets only </li></ul>
  22. 22. Umniah Prepaid – Ma3ana <ul><li>‘ Ma3ana’ is another prepaid plan by Umniah that associated charged amounts with free minutes </li></ul><ul><li>The messaging capitalized over the ‘impossible’ concept adapted through several campaigns by Umniah which poses a threat of confusion with other offers </li></ul><ul><li>The offering was purely price-oriented, offering free minutes and discounted tariffs </li></ul><ul><li>Cheap art direction </li></ul>
  23. 23. Umniah Prepaid - Muhafazat <ul><li>Celebrity endorsement was evident through Umniah’s ‘Muhafazat’ campaign </li></ul><ul><li>The endorsement was successfully implemented through linking the values of nationalism and masculinity associated with ‘Omar Al Abdallat’ with Umniah’s Muhafazat line targeting Jordan’s governorates </li></ul><ul><li>The messaging was clear despite the inclusion of several terms and conditions </li></ul><ul><li>The language used communicated a relevant appeal of ‘nationalism’ and ‘unity’ to the target segment </li></ul><ul><li>The campaign was carried on concerts and a music album by Omar Abdallat exclusively for Umniah </li></ul>
  24. 24. Umniah Prepaid – Visitors Package <ul><li>Umniah’s Visitors Package targeted Jordan visitors </li></ul><ul><li>Benefits of the offering were very similar to other prepaid plans which indicates that the visitors package is just another naming that offers the same benefits to attract Jordan's visitors </li></ul><ul><li>The messaging included several details that required adequate attention </li></ul><ul><li>Cheap art direction </li></ul>
  25. 25. Umniah Prepaid – Promotions <ul><li>Umniah ran several promotions offering seasonal benefits related to prepaid plans </li></ul><ul><li>The messaging was purely rational and price-oriented </li></ul><ul><li>Cheap art direction </li></ul>
  26. 26. Umniah Prepaid - Conclusion <ul><li>Prepaid plans earned a large share of the overall communication activities carried by Umniah operators in 2008 and early 2009 </li></ul><ul><li>Collectively, Umniah’s prepaid campaigns can be described as following: </li></ul><ul><ul><li>The offerings’ naming is slang and common </li></ul></ul><ul><ul><li>Excessive employment of Umniah’s logo and colors resulting in a fatigue factor </li></ul></ul><ul><ul><li>Art direction is cheap </li></ul></ul><ul><ul><li>Inclusion of extended terms and conditions, sometimes tricky </li></ul></ul><ul><ul><li>Various promotions and discounted plans </li></ul></ul>
  27. 27. Value-Added Services (VAS)
  28. 28. Zain - VAS <ul><li>Live Radio Ringtone </li></ul><ul><li>Roaming GPRS </li></ul><ul><li>Profile Ringtones (Meeting, silent, ..) </li></ul><ul><li>Corporate Ringtone </li></ul><ul><li>Translation </li></ul><ul><li>Backup Copy </li></ul><ul><li>Online Payment </li></ul><ul><li>Office Portal to read emails </li></ul><ul><li>Zain – Arab Bank Credit Card </li></ul><ul><li>and points system </li></ul><ul><li>Zain Skies </li></ul>Exclusive
  29. 29. Zain - VAS <ul><li>Tawjihi Results </li></ul><ul><li>Euro-cup services </li></ul><ul><li>CLIR </li></ul><ul><li>CLI+ </li></ul><ul><li>7aleeha </li></ul><ul><li>Games </li></ul>Non-exclusive
  30. 30. Zain - VAS <ul><li>*111# </li></ul><ul><ul><li>Amal Dabbas Comics </li></ul></ul><ul><ul><li>Al Jazeera News </li></ul></ul><ul><ul><li>Play Trix </li></ul></ul><ul><ul><li>Valentine channel for love songs </li></ul></ul><ul><ul><li>Cinema Guide </li></ul></ul><ul><ul><li>Weather news </li></ul></ul><ul><ul><li>Jokes </li></ul></ul><ul><ul><li>Horoscope </li></ul></ul><ul><ul><li>Islamic channel: quranic verses and prays </li></ul></ul><ul><ul><li>Sam3ni ringtones </li></ul></ul>*111#
  31. 31. Zain - VAS <ul><li>Watwet.com (Twitter) </li></ul><ul><li>AboAwad Cartoons </li></ul><ul><li>Abumahjoob Ringtones </li></ul><ul><li>Where2go Guide </li></ul>Joint Services
  32. 32. Orange - VAS <ul><li>Pray schedule during ramadan </li></ul><ul><li>Credit Transfer </li></ul><ul><li>Live broadcast of: </li></ul><ul><ul><li>Body Language </li></ul></ul><ul><ul><li>Personality Analysis </li></ul></ul><ul><ul><li>Dream interpretation </li></ul></ul><ul><ul><li>NLP </li></ul></ul>Exclusive
  33. 33. Orange - VAS <ul><li>My friends ringtone </li></ul><ul><li>CLIR </li></ul><ul><li>CLI+ </li></ul><ul><li>Send ادعية to friends </li></ul><ul><li>Ramadaniat </li></ul><ul><li>Orange World </li></ul><ul><li>Wap Content (clips, videos) </li></ul><ul><li>Tawjihi Results </li></ul>Non-exclusive
  34. 34. Orange - VAS <ul><li>Dandana Ringtones: </li></ul><ul><ul><li>Kathem El Saher </li></ul></ul><ul><ul><li>Al Rawabi </li></ul></ul><ul><ul><li>Abdel Kader Koza3 </li></ul></ul><ul><ul><li>Marsel Khalefeh </li></ul></ul><ul><ul><li>Sami Yosef </li></ul></ul><ul><ul><li>Fairuz </li></ul></ul><ul><ul><li>Yehya Hawa </li></ul></ul><ul><ul><li>Iraqi Songs </li></ul></ul><ul><ul><li>Al Yarmouk Band </li></ul></ul><ul><ul><li>Tamer Husni </li></ul></ul><ul><ul><li>Hussein El Salman </li></ul></ul><ul><ul><li>Al Dameer Al Arabi </li></ul></ul>Dandana
  35. 35. Umniah - VAS <ul><li>Voice Messages </li></ul><ul><li>Fixed phone sim card </li></ul><ul><li>MCN (Block Incoming Calls + SMS) </li></ul><ul><li>Block </li></ul><ul><li>أدفع عني : call receiver pays the tarrif </li></ul><ul><li>DJ Cool: background music and jokes </li></ul><ul><li>Video audio Chat (MMS) </li></ul><ul><li>Royal Jordanian Airline Calls </li></ul><ul><li>Hollywood movies, ringtones, wallpaper </li></ul>Exclusive
  36. 36. Umniah - VAS <ul><li>Euro-cup news </li></ul><ul><li>Tawjihi Results </li></ul><ul><li>Wap games download </li></ul><ul><li>CLIR </li></ul><ul><li>CLI+ </li></ul>Non-exclusive
  37. 37. Umniah - VAS <ul><li>أغنيلك </li></ul><ul><ul><li>Omar Abdallat – Muhafazet </li></ul></ul><ul><ul><li>Nancy Ajram </li></ul></ul><ul><ul><li>Toni Qattan </li></ul></ul><ul><ul><li>Oleh </li></ul></ul><ul><ul><li>English Variety </li></ul></ul><ul><ul><li>Arabic Variety </li></ul></ul>أغنيلك
  38. 38. Umniah - VAS <ul><li>*100#: </li></ul><ul><ul><li>Sport News </li></ul></ul><ul><ul><li>Jokes </li></ul></ul><ul><ul><li>Horoscope </li></ul></ul><ul><ul><li>Proverbs </li></ul></ul><ul><ul><li>Cinema Guide </li></ul></ul><ul><ul><li>Weather News </li></ul></ul><ul><ul><li>Chat </li></ul></ul><ul><ul><li>أدفع عني : call receiver pays the tarrif </li></ul></ul>*100#
  39. 39. Findings
  40. 40. The Message Criteria Zain Umniah Orange Clarity Clear Incomplete Cluttered Extended Terms Clear Plan Naming Relevant Brand-Oriented Slang Common Simple Clear Relevance Relevant Relevant Generic Reader friendly Reader Friendly Lenghty Direct Explicit Emotional/Rational Emotional Rational Rational Closeness N/A N/A N/A Consistent Consistent in terms of themes, fonts and layouts Consistent Umniah Logo Inconsistent Distinctive Distinctive Distinctive Non-distinctive
  41. 41. The Visual Criteria Zain Umniah Orange Clarity Clear Clear and Direct Unclear Attractiveness Attractive Unattractive Cheap Unattractive Confusing Consistent/Familiar Consistent Consistent Inconsistent Creative N/A N/A N/A Relevant Somewhat relevant Relevant to the target Irrelevant Emotional/Rational Emotional Rational Rational Unique Unique Unique Generic Boring/Dynamic & interesting Fresh and Exciting Boring Excessive usage of Umniah Logo Neutral
  42. 42. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Perception and positioning of being the Leader </li></ul><ul><li>Most advanced in terms of VAS and Communications </li></ul><ul><li>Regional Brand (ex. One network) </li></ul><ul><li>Heritage (ex-Fastlink) </li></ul><ul><li>Opportunities </li></ul><ul><li>Utilize the (Wonderful World) in communications </li></ul><ul><li>Boost VAS in terms of services variety (vs. Umniah) and communications </li></ul><ul><li>Introduce a Loyalty programs (will be the first to introduce it in Jordan) </li></ul><ul><li>Internal branding to reflect the (Wonderful World) in all personal communications </li></ul><ul><li>Reward system for life-time customers </li></ul><ul><li>Focus on Postpaid plans, offering more benefits </li></ul><ul><li>Weaknesses </li></ul><ul><li>Very emotional in terms of communications </li></ul><ul><li>Transparency issues: hidden information and tariffs (vs. Orange & Umniah) </li></ul><ul><li>Lack of promotions (vs. Orange & Umniah) </li></ul><ul><li>Threats </li></ul><ul><li>Pursuing on the current communication strategy which will eventually harm the brand </li></ul><ul><li>Churn </li></ul><ul><li>Lost appeal to specific target segments </li></ul><ul><li>Credibility Issues (under delivery of promise) </li></ul>

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