Notesale: Turn your study into money

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Edward Lynch
Evaluate an existing national campaign (D2)
In this assignment I will be looking at a national campaign which a business has undertaken and I will be talking
about if it was a success, I will be looking at both the advantages and disadvantages
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Orange is the leading brand for mobile phones but they are constantly under pressure to remain on top now
there are so many different mobile phone companies such as the likes of o2 and Virgin etc
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So
their main goal is to bring in more customers and a good way to do this is bringing out different phones which
are not on the market, this will be one of their objectives
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1
For Orange to achieve their main goals and objectives they had to think of something big which will attract
everyone’s attention from all over the world and they did this by launching their new Samsung Tocco
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The TV ads will have the biggest effect on
the business because TV adverts are the best way to reach mass amounts of people in a very short space of
time and people will be able to see that Orange has released a new phone and they comparing it to the iPhone
and this will be great publicity because people will know that Orange is stepping up their game because to
compare something to the iPhone what is the biggest selling phone because and it known as one of the
smartest phones on the market at this current time
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The TV adverts also made a huge impact on
their publicity because everyone saw them and people loved it, Orange also made the national press because
of it, Their target market was people who want an affordable phone which is as good as the expensive big
brands, there age group is 14 to 34
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There was no real disadvantage’s of the campaign, there was only one problem which I thought would have
happened but did not and that was the media negatively jumping on Orange saying how you can compare an
iPhone which cost £400 to a phone which only cost around £119 and say its better, you pay for what you get
and it’s to do with the quality and reliability of the phone not just what its offers
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Lots of people were surprised by Orange releasing the “Tocco” and stating it’s the best phone on the market
because other companies have tried it before and it has not been as successful and an example of this would
be the “Sony Go”
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To launch orange new phone they set aside a huge £1
million to cover the cost of everything including advertising
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Also because
Orange was seen to be mixing and competing with the big companies this improved the companies brand
image because they were thought of more highly then there competitors such as Apple and Sony
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guidedogs
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uk/supportus/corporatepartnerships/charity-of-the-year/orange-charity-partner-casestudy/?noMobile=1#
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youtube
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