Brand Management: Case Study of Omantel
Added on 2021-06-17
11 Pages2815 Words146 Views
1Brand Management: Case Study of OmantelStudent’s Name:Professor’s Name:Course:Date:
2Brand Management: Case Study of OmantelBrand identityOman Telecommunications Company also known as Omantel is reported to be one of thelargest telecommunication service provider in Oman. Any telephone call that is made in Oman, both international and local, internet services, and SMS Messages, Omantel is the largest provider. Omantel established its business in the year 1996 launching its first payphone operations (Moloney 2006). A significant shift in industry and technology, dedication, and innovation resulted to development in various business aspects with a myriad of different services that are geared towards serving desires of the existing market (Brown 2010). Omantel services include Cable Broadband and consequently Wireless Broadband; and Cable Television as well as to the Video on Demand. Further, it offers LDI services in addition to fiber optic network and the wireless local telephony. Indeed, Omantel has indeed traversed several milestones. Omantel compromises of a myriad of services that fall under different categories thatinclude entertainment, data, as well as voice. Brand is one of the effective marketing strategy that a company can employ. brand is likea store stashed with cash which has accrued from effective marketing but has to be practically tangible sales and profit. Regardless of the providential evidence on the effectiveness of brand, itcannot be used for short-term measures (Damoradan 2015). Indeed, this is because of their likening to accounting strategies, which are measured and tabulated in the form of ratios as well as currency (Powell 2015). Moreover, while brand equity is measurable, often times than not, they are not integrated into official evaluation frameworks. Furthermore, brand equity is costly and takes time to develop. Consequently, this implies that products of large brand equity have advantage over (Wreden 2015). Today, a majority of business entities that include Omantel employ various integrated marketing strategies and plans. This is aimed at taking customers
3through awareness-creation, know-how and product association, reflection, buying and fidelity (Grams 2011). On the other hand, there are three types of metrics namely; Performance metrics, financial metrics and perception metrics, enables the any marketer to measure the performance of‘brand-building’, all the way.Brand positioning and communication: Promotion Mix Advertising Omantel uses billboards and print media to advertise its services in Oman market. When one visits the company help desk for example, the company presents a great number of flyers, booklets, and brochures. The company finds them as the great way of advertising its brand by engaging may people through printed materials. They find the chance to interact with the physical product more than they would through online platform. Sales promotionOmantel utilizes personal promotions to attract individual customers. More specifically, marketing department applies direct-mail couponing strategy to create a strong loyalty with customers and make them turn to Omantel when they need individualized services. Some of the current personal promotions include messages that require customers to enjoy zero down payment and monthly installments as low as RO 14 to get Galaxy S9/S9+. The company also informs customers that they can continue to stay connected with their loved ones with international call rates as low as 10 Bz per minute. Furthermore, the whole Wi-Fi requires that families get better WiFi coverage speed in part of their rooms starting as low as 3 R0 per month (Omantel, 2018). The company does all these to achieve customer tracking, targeted campaigns, increase loyalty, customer retention, and brand reinforcement. Public relations
4Omantel applies different public relations strategies in order to separate their activities from the influence of marketing managers. For example, the company sponsors events to create awareness of its brands (Omantel, 2017: 2016). In 2016, Omantel was the key sponsor of motor racing. During the event, the company also announced that it was ready to conduct a new commercial partnership with Oman racing champion Ahmad Al Harthy. The announcement was important following two brand new personal partnerships with Aston Martin (Omantel, 2016). In2017, the company also sponsored Swar Shuaib live performance held at Sultan Qaboos University. The sponsorship attracted different fans to participate in a live performance. It is through such activities that the company achieves best experience to enrich the lives of its customers. According to the events managers – Mohammed Hassan Al Lawati, the company is always keen to continue sponsoring several events that significant in touching the lives of a larger segment of its society. The company also uses roadshows to reach out to many people. In 2017 for instance, it concluded its 4G-roadshow that had taken a period of two months. The event attracted more than15,000 visitors who came from 13 regions such as Marbat, Duqum, Ibri, Manar, Al-Suwaiq, Dibba, and Khasa, among others. The company uses such events to provide its customers with opportunity to attent different recreational activities and events that target customers across all age groups. Furthermore, customers had a chance to win several prizes and gifts. Omantel has therefore, played a key role in positioning the country among other 20 countries to have the fastest 4G network coverage (Omantel, 2017). Personal sellingOmantel has succeeded in participating in trade fairs and career fairs. The first fair was conducted in 2014 where the company participated in SQU Career & Training Opportunity Fair 2014. The event provided the company with an opportunity to participate in the exhibition to
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