A STRATEGIC APPROACH TOWARDS MARKETING AND BRANDING
By
Pragyan Priyadarshani
Strathclyde business School
(MBA Full Time – Attow)
[pic]
[pic]
EXECUTIVE SUMMARY
Skype is one of the leading VOIP foodstuff players in today’s date. The company has a coarse potential owing to its cutting edge technology and healthful viral marketing capabilities. The company was an eBay concern until this year family line when eBay decided to sell the company Skype to its founders. Skype is a classic ideal of a company reborn out of its own ashes and turn of events the wheel to a success story.
“Skype – Phoenix out of KaZaa’s ashes”
The study revolves around development of Skype and its explosive nature in the dot com industry. The research has been carried out from multiple references dated sand since 2003 till date. The main idea behind this paper is to look how a company with minimal resources like Skype could make it uncollectible within short span of time. The company has challenged some of the laws of marketing. except during the research it was observed that the company has been using some or other marketing tool during its entire development process.
initial Marketing Communication: Skype started as a viral merchandise and mostly used the techniques of mass marketing like local anaesthetic newspapers, TV channels and website. The products success gained it coverage under miscellaneous national columns and tech forums. Skype has been very customer focused in its approach; it maintained a feedback loop with the users for continuous feeler in its quality and services. It has been improving upon its user segment by very high margins. Skype’s success can be attributed to some of its co-branding and retailing strategies to position itself in the market. Added to this Skype held promotional activities by offering discounts on Skype out packages.
Tar take a leak Segment: Skype has targeted roughly every sphere of profession starting from hobbyist to...If you want to get a full essay, order it on our website: Orderessay
If you want to get a full essay, wisit our page: write my essay .
No comments:
Post a Comment