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Essay / Research Paper Abstract
This 16 page paper looks at the marketing of Ericsson when they developed a global marketing campaign in 1998. The paper examines how and why this was undertaken, the benefits and the problems and consider the short and long term implications with reference to international marketing theory. The bibliography cites 9 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEericson.rtf
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Unformatted sample text from the term paper:
in the past. The need to develop the brand and increase sales in a market that had a high level of potential growth globally with markets increasing and market penetration
increasing. In many markets Ericsson had a high level of brand recognition, approaching that of Motorola, but still behind Nokia. In other areas, for example the US, Ericsson
had nil recognition. The marketing that had taken place was mostly instigated though the regional management which had autonomy and was aimed at the products. Ericsson undertook a move
that was seen by many as very brave, they decided to market the brand rather than the product and undertake an approach which markets the products there has been the
decision to undertake a global strategy. which, rather than looking at features and technology, which rapidly changes, looks to the role of mobile communications should play in creating interpersonal
communication between people. One of the more controversial aspects of this was the lack of any particular product in the marketing, there were the use of faces and people with
tag lines and the use of a white on black text advisements. The aim was to create an image which was not specially associated with individual products. There were
different products sold in each country. The aim was to create an image that would support sales. The mobile telephones were being sold mostly through the air time providers and
were heavily subsidised. The aim was to get the customers asking for an Ericsson telephone even if it meant they were paying more than for telephones Ericsson were competing with,
such as Nokia, which were a lower cost to the consumer, The need was to create a premium associated with the brand. This needed to be backed up by the
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