Marketing Communication for the Telecom Sector in Qatar

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The telecommunications sector has shown strong financial performances in Qatar and is well positioned to benefit from the economic growth and population boom. With a market population growing just over 50% in 4 years Qatar has shown that it is a potentially promising market. In the telecom sector mobile services have been the main driver of growth in sector revenues hence piling along huge disposable budgets for marketing and promotion. This has been clearly visible only since the new service provider Vodafone was awarded the license to come in and compete with the exclusive telecommunications provider since 1987 i.e. Qtel. Competition with Vodafone has triggered the attention of Qtel to push harder in the marketing, promotion and media reach campaigns in order to take hold of as much possible the attention, and hence induce sales to the maximum achievable before the new service provider giant is ready to deploy its network. An effective marketing communication process nowadays in Qatar is to be able to create the right message and deliver it to the right prospect at the right time, using the right media. Although this may sound simple, in a “yet to be competitive environment” with increasingly similar products and services, proliferation of media options, and complexity in segmenting audiences, it is very difficult to get all the elements of the communications process right especially in a market that lacks local exposure and has an outstanding international spotlight. So in order to differentiate between Qtel & Vodafone in such a small and yet promising environment, marketers must constantly refine and fine-tune their marketing communications strategies. Marketing communication in Qatar has undergone drastic changes over the last few years. In the past, marketers communicated using a limited number of marketing communication tools like advertising, sales promotions or sales personnel; the number of media options - like radio, television or print media - at...
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