Report of Marketing Campaign review-Vodafone New Zealand PXT service Essay

Report of Marketing range review-Vodafone New Zealand PXT service - Essay ExampleVodafone Group was established in the United Kingdom brook in 1983. The company acquired its New Zealand business previously known as BellSouth New Zealand in November 1998. At the time Vodafone Group made the purchase, BellSouth had a total of 138,000 customers.As of June 2006, Vodafone New Zealand had a customer solution of 2.1 million customers that is composed of 55% share of the New Zealand spry market.1 The competition in the New Zealand mobile market is very tight. For this reason, the company needs to constantly upgrade its system such as PXT messaging.In 2001, Vodafone New Zealand signed up a commercial agreement with Telecom New Zealand today in order to enable their customers to send sound enables photo and video messages amongst the two mobile networks.2, 3 Vodafone New Zealand introduces its free weekend use of PXT messaging as a marketing campaign between the periods of December 2003 until September 2004.4, 5 Vodafone PXT uses this strategy with the attempt to boost the demand for multimedia messaging. Since January 2004, the PXT messaging across the Vodafone network has increased at a rate between 35 50% month-on-month despite the charge of 75 cents per message.5 In line with the increase in the use of PXT messaging, the sales of more have phones were similarly increasing.Vodafone used the GO-Race (Loo-Racer) as a unique way of launching the new PXT capable phones. This event was featured on 30 second TV commercial throughout New Zealand and Australia together with some sucker ads campaign. This campaign was successful in reaching for Vodafones target market.There is only one competition in the New Zealand mobile industry The Telecom NZ because of the high cost of infrastructure requirements. This also becomes a barrier to exit. Due to globalisation, it is still possible for International Telecommunications Company to penetrate the industry