Strategic Planning for Advertising Essay Example | Topics and Well Written Essays - 5000 words

Strategic Planning for Advertising - Essay ExampleOn the other hand, as Wanadoos chiefs believe, re-branding volition enable the UK ISP to compete more effectively in the field of providing a host of operate under one brand name (Armitt 2005). In addition, hence Wanadoo intends extending the services it has been providing, parvenu brand will better reflect the range of new offerings. Some of the new services include combined active and Internet access, a wideband telephone that tells when a client receives emails and remote surveillance of a customers spot through a mobile or a computer. New possibilities will enable a customer to transfer photos stored on a phone through the ISPs wireless Livebox hub to photoblog and an interactive mobile guide providing location-specific selective information when on the move (Woffenden 2005). FT Group intends that Orange will become the groups worldwide brand for mobile, broadband and multiplay services, and re-branding Wanadoo is one of the steps on this way. The expectations of the company atomic number 18 clearly expressed by the Wanadoos spokesman A single, co-ordinated brand strategy will enable the company to compete more effectively against our competitors. It will dish out to accelerate the momentum of the FT Groups ambition to become the leader in convergence. We will have a single brand with global clout (The Register 2005).Despite of the company leaders optimism and good expectations, there are some problems to overcome in the situation with the re-branded ISP though. Considering the fact that Wanadoo brand itself replaced Freeserve ISP only 14 month ago, the new re-branding may confuse the customers For customers in the UK, its yet more confusion as the ISP takes on yet some other identity (The Register 2005). In addition, previous Freeserves metamorphosis into Wanadoo was supported by pounds 20m TV, press and billboard persist (Hirst 2004). In future advertising campaign the company chiefs should be r eady to invest again to hold open old customers and attract new ones. Summarising all written above, we can outline the general situation. One of the guide UK ISPs Wanadoo becomes the acquisition of a well-known brand Orange. Parent corporate - Communications Group France Telecom - intends enough the leader in providing the host of services under one brand name and the UK ISP is the step on a way for this strategy realisation. The FT Groups targets on the UK ISP market are to save Wanadoos customers