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Transcript of Giffgaff analysis
The mobile network run by you
How did giffgaff manage to gain so much power<
mobile virtual network operator
by Gav Thompson in 2009
means „mutual giving
company provides customers with different size of packages, called ’Goodybags’
operates online, ordering through the internet
cannot be experienced before it is delivered
- Determines the target customer
-low quality, low price
- keeping customers involved
-engaging daily lives
Adopted the Beta launch strategy from web start-ups.
Beta phase-target audience
Beta launch execution- Created "Tool Hire"
Beta launch results-In under
months they had:
videos created for the campaign
video views on YouTube
visits to the Tool Hire site
• 6,000 Facebook Fans created
This had as a result to reach
people through primetime TV pick up
Full launch strategy- the challenge was to create brand awareness
Full launch execution- giffgaff created an integrated campaign across digital outdoor, national press, online display and social media.
Good work environment
motive of the company is about communication and the importance of the people-customers
Strong brand name that has Scottish root and means ‘mutual giving’.
Forrester Groundswell Award
Strong online community
Most Innovative Community at the Social CRM Customer Excellence Awards
Micro Sims and standard Sims
first company in Europe to integrate our support forums through Lithium with Facebook.
Develop corporate social responsibility by donating to charities like Teenage Cancer Trust and Air Ambulance service.
operate without call centres or big budget advertising campaigns.
Operates only in the UK.
Expand their market in other countries in Europe and the whole world.
Open a physical store
Enter into the trade market to increase their capital.
The price war all the competitors.
Targeted the right audience.
Differentiated from the other companies in the market.
Dave Hall-Rob Jones-Carlo Raffo- Alain Anderton (2008) Business Studies, Pearson education