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 will modify the UK ISP to compete more effectively in the field of providing a host of services under one brand name (Armitt 2005). In addition, hence Wanadoo intends extending the services it has been providing, reinvigorated brand will better reflect the range of sweet offerings. Some of the new services include combined mobile and Internet access, a broadband telephone that tells when a customer receives emails and remote surveillance of a customers home 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 information when on the move (Woffenden 2005). FT mathematical 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 are clearly ex weight-lifted by the Wanadoos spokesman A single, integrated brand system will enable the company to compete more effectively against our competitors. It will help 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 candid 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 another identity (The Register 2005). In addition, previous Freeserves metamorphosis into Wanadoo was supported by pounds 20m TV, press and billboard campaign (Hirst 2004). In future advertising campaign the company chiefs should be ready t o invest again to save old customers and attract new ones. Summarising all written above, we can outline the general situation. One of the leading UK ISPs Wanadoo becomes the acquisition of a well-known brand Orange. Parent corporate - Communications Group France Telecom - intends becoming 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