,Inhoud
1. Introduction..............................................................................................................................................1
2 A Detailed view........................................................................................................................................3
2.1 In a nutshell.......................................................................................................................................3
2.2 Vision.................................................................................................................................................4
2.3 Brand Strategy of X...........................................................................................................................5
2.4 Target group......................................................................................................................................6
2.5 Field of forces for x............................................................................................................................7
2.7 Offered services..............................................................................................................................11
2.8 Promotional activities......................................................................................................................12
3. Dutch market competition....................................................................................................................13
3.1 Lebara..............................................................................................................................................13
3.2 Ortel.................................................................................................................................................14
3.3 Competitive structure......................................................................................................................16
4. Promotion Strategy...............................................................................................................................19
4.1 Personal selling...............................................................................................................................19
4.2 Sales promotion..............................................................................................................................20
4.3 Public Relations...............................................................................................................................20
4.4 Direct Marketing..............................................................................................................................21
4.5 Advertising.......................................................................................................................................21
4.6 Sponsorships...................................................................................................................................22
4.7 Internet marketing...........................................................................................................................22
4.8 Celebrity marketing.........................................................................................................................23
5. Conclusion & Recommendations..........................................................................................................24
5.1 Conclusion.......................................................................................................................................24
5.2. SWOT analysis...............................................................................................................................25
5.3 Recommendations..........................................................................................................................26
REFERENCES..........................................................................................................................................29
APPENDIX 1 RATES X - LEBARA- ORTEL............................................................................................32
APPENDIX 2 APPENDIX SITUATION ANALYSIS..................................................................................33
APPENDIX 3 MEDIAPLAN X......................................................................................................................1
APPENDIX 4 DRAAIBOEK PERS EVENT.................................................................................................1
APPENDIX 5 SURVEY X............................................................................................................................1
APPENDIX 6 SURVEY RESULTS.............................................................................................................1
,PREFACE
This thesis forms a part of my graduation in Communication Management at the Institute of Higher
European Studies. The aim of the research conducted is to explore the possibilities for X in becoming
the leading company in offering low-price mobile services for the Turkish society living in the
Netherlands.
I would like to thank the staff of X for providing the information required for conducting this research
and of course x for her guidance and feedback in all stages of my research.
Furthermore, special thanks to my friends and family for their support, and above all their patience.
The Hague, May 2021
, 1. Introduction
This report is written for X the Netherlands, hereafter to be referred to as X .
X is a young Dutch provider of mobile telephone services aiming on the Turkish society living in the
Netherlands.
X is a division of KPN and has been launched on the 25 th of September 2020 . Prior to the
Dutch introduction it has been launched in Germany (2018) and Belgium (2017). X is a MVNO, a
Mobile Virtual Network Operator, which is a company that does not own a licensed frequency
spectrum, but resells wireless services under their own brand name, using the network of another
mobile phone operator. In the case of X , this mobile phone operator is KPN. X , which means
MOON and STAR (as the Turkish flag) delivers Prepaid mobile services for its target audience. This
group consists of 364.000 people, 1st, 2nd, and 3rd generation Dutch-Turkish citizens. X is offering
very low prices for its Prepaid customers (M. X , personal conversation, January 18, 2021 ).
The aim of this thesis is to explore the possibilities for the future of X in the Netherlands: how to
enhance the offered services and to establish a strong marketing position within the Dutch market.
Thus, to find out whether X is able to achieve the goal of becoming the market leader in Prepaid
mobile services for the Turkish society in the Netherlands as a trustful, valuable, and strong brand by
applying the right communication mix methods.
Even though it has been only a few months since the introduction of X and the number of sales are
rising slowly, it has been brought to the understanding of X that changes will have to be made in
order to achieve higher sales numbers, but also to gain a secure market share in the mobile market
with satisfied and loyal customers now and in the future.
Higher sales number, positive name recognition and high client-product satisfaction are key elements
for becoming the market leader.
1
1. Introduction..............................................................................................................................................1
2 A Detailed view........................................................................................................................................3
2.1 In a nutshell.......................................................................................................................................3
2.2 Vision.................................................................................................................................................4
2.3 Brand Strategy of X...........................................................................................................................5
2.4 Target group......................................................................................................................................6
2.5 Field of forces for x............................................................................................................................7
2.7 Offered services..............................................................................................................................11
2.8 Promotional activities......................................................................................................................12
3. Dutch market competition....................................................................................................................13
3.1 Lebara..............................................................................................................................................13
3.2 Ortel.................................................................................................................................................14
3.3 Competitive structure......................................................................................................................16
4. Promotion Strategy...............................................................................................................................19
4.1 Personal selling...............................................................................................................................19
4.2 Sales promotion..............................................................................................................................20
4.3 Public Relations...............................................................................................................................20
4.4 Direct Marketing..............................................................................................................................21
4.5 Advertising.......................................................................................................................................21
4.6 Sponsorships...................................................................................................................................22
4.7 Internet marketing...........................................................................................................................22
4.8 Celebrity marketing.........................................................................................................................23
5. Conclusion & Recommendations..........................................................................................................24
5.1 Conclusion.......................................................................................................................................24
5.2. SWOT analysis...............................................................................................................................25
5.3 Recommendations..........................................................................................................................26
REFERENCES..........................................................................................................................................29
APPENDIX 1 RATES X - LEBARA- ORTEL............................................................................................32
APPENDIX 2 APPENDIX SITUATION ANALYSIS..................................................................................33
APPENDIX 3 MEDIAPLAN X......................................................................................................................1
APPENDIX 4 DRAAIBOEK PERS EVENT.................................................................................................1
APPENDIX 5 SURVEY X............................................................................................................................1
APPENDIX 6 SURVEY RESULTS.............................................................................................................1
,PREFACE
This thesis forms a part of my graduation in Communication Management at the Institute of Higher
European Studies. The aim of the research conducted is to explore the possibilities for X in becoming
the leading company in offering low-price mobile services for the Turkish society living in the
Netherlands.
I would like to thank the staff of X for providing the information required for conducting this research
and of course x for her guidance and feedback in all stages of my research.
Furthermore, special thanks to my friends and family for their support, and above all their patience.
The Hague, May 2021
, 1. Introduction
This report is written for X the Netherlands, hereafter to be referred to as X .
X is a young Dutch provider of mobile telephone services aiming on the Turkish society living in the
Netherlands.
X is a division of KPN and has been launched on the 25 th of September 2020 . Prior to the
Dutch introduction it has been launched in Germany (2018) and Belgium (2017). X is a MVNO, a
Mobile Virtual Network Operator, which is a company that does not own a licensed frequency
spectrum, but resells wireless services under their own brand name, using the network of another
mobile phone operator. In the case of X , this mobile phone operator is KPN. X , which means
MOON and STAR (as the Turkish flag) delivers Prepaid mobile services for its target audience. This
group consists of 364.000 people, 1st, 2nd, and 3rd generation Dutch-Turkish citizens. X is offering
very low prices for its Prepaid customers (M. X , personal conversation, January 18, 2021 ).
The aim of this thesis is to explore the possibilities for the future of X in the Netherlands: how to
enhance the offered services and to establish a strong marketing position within the Dutch market.
Thus, to find out whether X is able to achieve the goal of becoming the market leader in Prepaid
mobile services for the Turkish society in the Netherlands as a trustful, valuable, and strong brand by
applying the right communication mix methods.
Even though it has been only a few months since the introduction of X and the number of sales are
rising slowly, it has been brought to the understanding of X that changes will have to be made in
order to achieve higher sales numbers, but also to gain a secure market share in the mobile market
with satisfied and loyal customers now and in the future.
Higher sales number, positive name recognition and high client-product satisfaction are key elements
for becoming the market leader.
1
