Make Yourself Heard Ericsson‟S Global Brand Campaign
Advertising Management
Make Yourself Heard Ericsson‟s Global Brand Campaign
In partial fulfilment of the course Advertising Management under the guidance of Prof. Mukul Gupta, Marketing Area, MDI Gurgaon
Submitted by: Aditya Malhotra Divya Gosain Abhinav Singhvi Kaustuv Gupta Manish Sharma 13th December 2010 09P125 09P135 09P182 09P203 09P206
1
Introduction
Ericsson is a 120 year old company and the leading supplier of equipment and services for the telecommunications industry. The company‟s products range from advanced systems and products for wired and mobile telecommunication in public to private networks with its operations spanning across 130 countries. Its equipments are used in 40% of all mobile phone communications. In 1997 the company was organized in three business areas – Radio Systems, Infocom Systems and Mobile Phones and Terminals.
168 billion SKr in sales 54 million subs. of mobile phone systems
>100,000 employees
R&D budget >20% of sales
>90% turnover outside Sweden
The case deals with the Mobile Phones and Terminals business of the company globally. Company sells its product of this business in 92 countries. The business faces competition at global level, mainly from Nokia and Motorola who are the current market leaders.
21% Almost Stable
22% Drastic Decline (30% since 1995)
16% Huge Increase (45% since 1995)
2
Challenges facing Ericsson
1. Low brand awareness and recognition a) Non-European markets very low b) US Market close to zero 2. Perception of technological superiority BUT “cold, distant and conservative” 3. Integration of Product focused and Brand focused campaigns - ultimate sale through local sales companies who only do product focused advertising 4. Communication with other company divisions 5. International Advertising - Marketing communication decision making is global
Global Brand Campaign Launch
The company has never launched any particular branding or promotion campaign at
Make Yourself Heard Ericsson‟s Global Brand Campaign
In partial fulfilment of the course Advertising Management under the guidance of Prof. Mukul Gupta, Marketing Area, MDI Gurgaon
Submitted by: Aditya Malhotra Divya Gosain Abhinav Singhvi Kaustuv Gupta Manish Sharma 13th December 2010 09P125 09P135 09P182 09P203 09P206
1
Introduction
Ericsson is a 120 year old company and the leading supplier of equipment and services for the telecommunications industry. The company‟s products range from advanced systems and products for wired and mobile telecommunication in public to private networks with its operations spanning across 130 countries. Its equipments are used in 40% of all mobile phone communications. In 1997 the company was organized in three business areas – Radio Systems, Infocom Systems and Mobile Phones and Terminals.
168 billion SKr in sales 54 million subs. of mobile phone systems
>100,000 employees
R&D budget >20% of sales
>90% turnover outside Sweden
The case deals with the Mobile Phones and Terminals business of the company globally. Company sells its product of this business in 92 countries. The business faces competition at global level, mainly from Nokia and Motorola who are the current market leaders.
21% Almost Stable
22% Drastic Decline (30% since 1995)
16% Huge Increase (45% since 1995)
2
Challenges facing Ericsson
1. Low brand awareness and recognition a) Non-European markets very low b) US Market close to zero 2. Perception of technological superiority BUT “cold, distant and conservative” 3. Integration of Product focused and Brand focused campaigns - ultimate sale through local sales companies who only do product focused advertising 4. Communication with other company divisions 5. International Advertising - Marketing communication decision making is global
Global Brand Campaign Launch
The company has never launched any particular branding or promotion campaign at