Thuraya Case Study

Table of Contents

1.0 Executive Summary ................................................2

1.1 IntroductionÐ'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...3

2.0 Corporate Strategies ...............................................4

2.1 Corporate Image Strategy .......................................4

2.2 Brand Development Strategy .....................................4

2.3 Brand Positioning Strategy .......................................4

2.4 Distribution Strategy ...........................................5

2.5 Services Strategy .............................................5

2.6 Businesses-to-Business Strategy ....................................6

3.0 Promotion Opportunity Analysis ......................................7

3.1 Communications Analysis ........................................7

3.1.1 Competitive Analysis ......................................7

3.1.2 Opportunity Analysis ......................................8

3.1.3 Target Market Analysis ....................................11

3.1.4 Customer Analysis .......................................11

3.2 Market Segmentation Strategy ....................................12

4.0 IMC Objective Business-to-Business.......................................14

4.1 IMC Methodologies .............................................15

4.1.0 Advertising .............................................15

4.1.1. Advertising Budget ..................................17

4.1.1. Media Selection ..................................19

4.1.2. Creative Brief ......................................20

4.1.3. Advertising Design ..................................21

4.2.0 Business-to-Business Promotions .....................................22

4.2.1 Personal Selling .........................................23

4.2.2 Extranet for Thuraya's service providers in the UAEÐ'....23

4.2.3 Training sessions .....................................24

4.2.4 Regional Exhibitions .......................................25

4.2.5 Incentives for service providers.........................25

4.2.6 Press conference .......................................26

4.2.7 Thuraya's Website .......................................26

5.0 ConclusionÐ'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...Ð'...27

Executive Summary

This report is an IMC (Integrated Marketing Communication) for ThurayaDSL which has been divided into three broad sections. The first part is about corporation strategy, with analyzing the Corporate Image Strategy, Brand Development Strategy, Brand Positioning Strategy, Distribution Strategy, and Business-to-Business Strategy.

Next we would discuss about Promotion Opportunity Analysis consists of Communications Market Analysis, and Market Segmentation Strategy.

Finally, we are going to explain Integrated Marketing Communication Objective Business-to-Business which contains Integrated Marketing Communication Methodologies such as, Advertising, and Business-to-Business Promotions.

1.0 Introduction.

Thuraya is a satellite-based mobile telephone services provider to almost one third of the world. Thuraya develop freedom of connectivity and movement throughout its dynamic dual mode handsets and satellite payphones. Thuraya satisfies the needs for high-quality, affordable, mobile phone services to urban hubs as well as remote communities by the help of its US$1 billion regional mobile telecommunications via satellite (GMPCS) system.

Through alliances and association with mobile communications companies and major national telecom, Thuraya provides coverage to over 110 countries in, Central and North Africa, the Middle East, and large parts Southern Africa, Central and South Asia, Europe,: or reaching the service to 2.3 billion people.

Thuraya was set up in the UAE in 1997 by an association of international investment houses and leading national telecommunications operators. The US satellite manufacturer Boeing Satellite Systems constructed the huge project.

ThurayaDSL is the recently launched major product designed to meet the requirements of all those looking for reliable, high-performance, and practical broadband satellite communications. ThurayaDSL a Broadband Service using Thuraya satellite intends to provide service to people wherever they are; for pleasure and business and for travelers in remote areas where data-communications are not feasible.

However, the new launched product or service Thuraya DSL is not making considerable sales as the service is not well-known to the customers. Therefore we would require an appropriate IMC plan for accomplishing our goal which is spreading our major product and service around the glob to our target customer.

2.0 Corporate Strategies

2.1 Corporate Image Strategy

Thuraya's customers have a brilliant image in their minds for its high quality service and product. Thuraya has tried to make a clear image through both the tangible elements as well as the intangible elements. its corporate image through tangible elements such as, its goods and services, service providers, corporate name and log,