Marketing
Etisalat Egypt Reacts To Vodafone’s Comeback And Bounces Back With “Nezam Hekaya”.
Etisalat Egypt
reacts to Vodafone’s comeback and bounces back with “Nezam Hekaya” marketing
campaign.
Marketing
battle is like a chess game, one player makes a move and another player tries
to anticipate the next move and makes a move that would ruin the other player’s
plan. Not that complicating, isn’t it?
With
Etisalat Egypt Spending a huge marketing budget in previous years and acquiring
a large base of customers including a high youth percentage. Yet, at
some stages a company could pass through maturity stage or even a declining
stage. After Vodafone’s Revolution at the Egyptian telecommunication market and
achieving huge success recently through its campaigns. Etisalat Egypt designed a come back starting with the campaign“Nezam Hekaya”.
“Nezam
Hekaya” is the newest Etisalat marketing campaign which aims to introduce new
offerings with transferring perception of being better than other operators and by
indirectly attacking the competitor’s offerings with their funny ads that are carried by "Tarek Nour" one of the biggest marketing agencies in the middle-east.
The best way
to attack is to defend, Etisalat Egypt introduced this defensive marketing
campaign for many reasons:
- To keep the competitors out of balance.
- To attack the competitor so it has to pull back and defend itself.
- Occupying most desirable space in its consumers mind and preventing them from turning to competitor.
- Trying to make competitor’s customers mind off-balance.
- Ruining the competitor’s current and future plans.
- Attracting potential customers with the current offerings.
In the marketing
world, you have to ethically fight in the market, you may pass through crises or you might be the market leader. In both cases, you should be ready to defend
and attack and that’s what Etisalat Egypt has been doing recently, until they truly
bounce back again with huge campaigns. However, Etisalat Egypt recently signed
celebrities, Mohammed Salah and Mohammed El-Neny (Famous Egyptian Players) and
it seems they are up to something huge.
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