After its acquisition of Ireland’s Eircell in 2001, Vodafone Ireland, a mobile communications operator, conducted a pre-campaign situation analysis to find out what the market felt about Eircell and then initiated a re-branding strategy and marketing plan to communicate that the company was still focussed on Irish people. The plan incorporated 5-stages: 1. Raised awareness of the re-branding and created interest and curiosity with a "Partnership Campaign." 2. Enthused and reassured employees w...

BPIR Categories

2.4.5 Manage strategic alliances
4.1.4 Develop & implement marketing strategy
14.3.6 Provide ideas management & innovation processes

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