March 21st– Marketing
AT&T is nation’s most dominant company in telecommunication sector, and they are broadening perspective to worldwide now. Well-equipped with infrastructure and wireless technology make them as leading company in the world. . As AT&T noted(2009) in their official home page att.com, "In 2009, AT&T again ranked No. 1 in the telecommunications industry on FORTUNE® magazine’s list of the World’s Most Admired Companies"
"The iPhone has helped AT&T appear more youthful", as said Jeff Kagan(cited in Jon Van's 2007 article), an Atlanta-based telecom industry analyst, but getting a cutting edge customer image meanwhile continuing to attract to stakeholders are hard working . Jon van(2007) said,"This is about putting on a new youthful coat for the consumer market. It's follow-on to what they did last year with their logo when they went from using AT&T in capital letters to using at&t in lower case."
As Jon Van(2007) noted, "This time, AT&T will shift from using blue as its predominant color to using orange, which had been the theme for Cingular." At&t is struggling to expand market share and change brand image with releasing Apple series. They want to grasp young customer, sensitive to hottest trends, and has purchasing power. Also, they want to be a symbol of professional working people such as businessman, lawyer, and accountants. Their market segment is precise and heading for clear aim. In this sense, I am looking forward to next step of at&t for marketing view.
reference
AT&T official site, 2010,About AT&T, http://www.att.com/Common/thebridge/releases/ray_wilkins_top_100_3-16-10.html
Jon Van, 2007, AT&T marketing plan to project innovative, hip image, http://globaltechforum.eiu.com/
AT&T's changing of its letters and colors to attract a young consumer base is a very interesting topic to bring up. I don't think that AT&T's new image is going to be as important to expanding its customer base as including the apple series because when it comes to making a sale, product is more important than image. Young people are looking for a cool product, not a cool brand logo. While, I think that the new brand image will have some effect, I believe AT&T's best bet will be to focus its attention on promoting the new apple series as opposed to promoting its new brand image.
ReplyDelete