MARKETING STRATEGY

Marketing Strategy

Marketing Strategy

Part 1: O2 Marketing Strategy

O2 wasn't a new enterprise, but it would be a new brand. The attractiveness of the brand would be fundamental to the future fortunes of the company, not only at launch, but as the brand matured in an ever commoditized market. From the start, consumers rather than products have been at the heart of the O2 approach. Through research, it became apparent that consumers were tiring of pretentious or empty promises, and were adept at identifying and using only those aspects of technology that were relevant, tangible and available now. ...