Sales and marketing processes: Meteor Ireland

Aaron C.

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Sales and marketing processes: Meteor Ireland

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Abstract

The company we have chosen to base our project on which targets the consumer market is Meteor Mobile Communications Ireland. We have chosen this company because it's a company that everyone is familiar with and we thought it would be interesting to find out how their marketing is done as it has made them such a success. Meteor have shown that they can adapt to the changing market, by introducing new sales promotions which attracted the increasing number of teenagers with mobile handsets.

Meteor Mobile Communications Ireland was established in 1998 and launched a bid for the third mobile telecommunications license against Orange. The license was awarded in June 1998. Orange, however, launched a legal bid against the director to prevent the license being awarded but this ultimately failed. In June 2000 Meteor were finally awarded the license. Launched in 2001, Meteor slowly picked up a small share of less than 10%. Meteor's success is largely due to the takeover by Eircom, bidding against a consortium led by Denis O'Brien and Smart Telecom.

Introduction
Market planning
Market segmentation
SWOT analysis
Customer market segment
Marketing methods
Sales methods
Marketing mix
Brand positioning
Conclusion

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Extract

[...] Sales and marketing processes: Meteor Ireland The company we have chosen to base our project on which targets the consumer market is Meteor Mobile Communications Ireland. We have chosen this company because it's a company that everyone is familiar with and we thought it would be interesting to find out how their marketing is done as it has made them such a success. Meteor have shown that they can adapt to the changing market, by introducing new sales promotions which attracted the increasing number of teenagers with mobile handsets. [...]

[...] People also associate Meteor with free texts and calls. We believe that the simple yet effective colour and logo mean that all Meteor advertisements are easily recognisable. The brand is synonymous with value thanks to their heavily publicised free texts and calls. Brand Personality: If Meteor was a person it would be the type of person everyone wants to get along with, a laid-back, approachable and fun-loving. We believe that through years of effective marketing Meteor has established this position. [...]

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