Verizon Wireless Marketing Case Study Example | Topics and Well Written Essays - 750 words

Verizon Wireless Marketing - Case Study ExampleVerizon Business provides communication theory and information technology (IT) services to global business and government clients.Headquartered in Basking Ridge, N.J., Verizon Wireless has the largest number of retail customers in the industry and is the most profitable receiving set company in the U.S. The company is a joint venture of Verizon Communications (NYSEVZ) and Vodafone (NYSE and LSE VOD). (Verizon Wireless, 2008)Since wireless is the way of the future, the wireless divisions of these companies is the most hotly contested, and the focus of this Battle of the Brands. It is strategic to note that despite Verizon Wireless bearing solely Verizons name, it is not owned by just them, it is a 55%-45% joint venture between Verizon and Vodafone free radical (NYSE VOD). It is also important to note that AT&T Mobility is the service formerly known as Cingular, which was acquired by AT&T in 2006 when it bought BellSouth for $86B.Veri zon Wireless lives up to its tagline as Americas Most Reliable Wireless Network. By doing so, it is the only major wireless company that offers a test-drive pledge that pays calls if a customer isnt well-provided and switches to another carrier. This marketing strategy is believed to have been backed upon by a broad marketing research. Verizon Wireless have focused on strengthening its customer loyalty, making it their edge from their competitors. It is believed to have the highest customer loyalty in the industry based on lowest-in-industry churn. -- footnote Comp bed to AT&T which is their serious challenger in wireless network, Verizon Wireless products are almost the same with its competitor. Thus, the need to identify an area where they can perform better. Based on marketing research conducted, in severalize to increase customers of an industry, you need to increase a customers trust in your products. Launching the Verizon Wireless Test Drivers Manual is a truly strategic ta ctic that has been very effective for the company. It definitely achieved their objective to increase their trial rate. When a product if of high quality performance, a very vital percent, if not 100%, leave behind lead to purchase rate and will then lead to re-purchase rate of customers until customer loyalty is established. By reading the mind of their consumers, Verizon Wireless knew exactly that their products are of high quality standards, leaving a little, if not zero, room for shifting to competition. None of this will be achieved if no marketing research has been intricately through to its market.Competitive intelligence plays a vital role in analyzing competition of AT&T and Verizon Wireless. To analyze each of the companys stregths and weaknesses is important in order to sire up with strategies to counter each others marketing dismantles. In detail, the present market of AT&T is composed of 71 million users againt 65 million users of Verizon Wireless. tone first at Ver izon Wireless, its strategy is simple. It focuses on the strength of its network as its main selling point. From the companys Can you hear me now ads, to the current Its the network ads, the point the company conveys is that if you have Verizon, you are covered by the biggest and most reliable network. AT&Ts most memorable recent ads may be Martin Scorsese We wont interrupt your prognosticate calls, please dont interrupt our movies ads that play at the cinema, but the company also runs television ads that focus on more bars in more