Stealth Marketing
Marketing Essay
Omar Taha
05117241
Commerce Stage 2
Group 5
Lecturer: Ambreen Bashir
Topic: After buzz marketing, stealth marketing is the latest marketing communications craze. You are the General Manager of a new entrant in the mobile phone network market, competing with the likes of O2, Vodafone, Meteor and 3. Like these competitors, you see your main target market among young, highly marketing literate consumers. Your marketing manager has mentioned stealth marketing as a possible way of increasing market share but you are not convinced that this is an ethically sound approach to marketing communications. Please write a report to your board of management presenting the possibility of a stealth marketing campaign, but also your concerns with this technique. Please take into account the characteristics of your target market as well as public debate on marketing methods. You are required to give a recommendation to the board of management whether or not to adopt this technique.
Table Of Contents
Introduction… …2
Stealth Marketing… …2
Target Market… …3
Advantages of Stealth Marketing… …4
Disadvantages of Stealth Marketing… …5
Ethics… …6
Conclusion… …7
Bibliography …8
Introduction “Over 2 billion people in the world are mobile phone subscribers.” Considering the population of the world, as of the 1st of January 2006, was approximately 6.5 billion , the number of people who have access to a mobile phone is absolutely astonishing. This is a technology that was almost non-existent 20 years ago, and no telling where it can end up in the next 20 years. Because of the nature and high cost of its market, there are not many competitors in the mobile service provider sector. With that being said, the players in this market usually divide the market share pretty evenly with one or two dominant companies slightly higher than the rest. Breaking into this very selective market is no
Omar Taha
05117241
Commerce Stage 2
Group 5
Lecturer: Ambreen Bashir
Topic: After buzz marketing, stealth marketing is the latest marketing communications craze. You are the General Manager of a new entrant in the mobile phone network market, competing with the likes of O2, Vodafone, Meteor and 3. Like these competitors, you see your main target market among young, highly marketing literate consumers. Your marketing manager has mentioned stealth marketing as a possible way of increasing market share but you are not convinced that this is an ethically sound approach to marketing communications. Please write a report to your board of management presenting the possibility of a stealth marketing campaign, but also your concerns with this technique. Please take into account the characteristics of your target market as well as public debate on marketing methods. You are required to give a recommendation to the board of management whether or not to adopt this technique.
Table Of Contents
Introduction… …2
Stealth Marketing… …2
Target Market… …3
Advantages of Stealth Marketing… …4
Disadvantages of Stealth Marketing… …5
Ethics… …6
Conclusion… …7
Bibliography …8
Introduction “Over 2 billion people in the world are mobile phone subscribers.” Considering the population of the world, as of the 1st of January 2006, was approximately 6.5 billion , the number of people who have access to a mobile phone is absolutely astonishing. This is a technology that was almost non-existent 20 years ago, and no telling where it can end up in the next 20 years. Because of the nature and high cost of its market, there are not many competitors in the mobile service provider sector. With that being said, the players in this market usually divide the market share pretty evenly with one or two dominant companies slightly higher than the rest. Breaking into this very selective market is no
Bibliography: • Reference #15: WOMMA, 2005-2006, Word of Mouth Marketing Code of Ethics (The "WOMMA Code"), Website, viewed on 22nd October 2006, http://www.womma.org/ethicscode.htm