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Creative Advertising: Sunday Communications Limited                                                                                                        
 
Product Ref: 05/273C Company: Sunday Communications Limited

Product Type: Case Industry: Telecommunication Services

Related Product(s): Teaching Note
Authors: Kineta Hung   Monica Park
Mobile network operator Sunday Communications Limited (ˇ§Sundayˇ¨) burst onto the scene in 1997 with an innovative approach to branding and promotion. Its series of ˇ§feels like Sundayˇ¨ television commercials depicting irreverent attitudes and typical person-presenters struck a chord with Hong Kong customers and generated an initial interest that surpassed expectations for the late-entry mobile network provider. Encouraging initial sales figures coupled with a highly visible brand positioned Sunday to be a serious contender within the acutely competitive mobile phone sector. But despite its successes, Sunday claimed a mere 9.8% of the market in 2000 and 8.3% in 2005. With the mobile phone sector in Hong Kong operating at maximum penetration, would the lure of the Sunday brand prove strong enough to sustain a loyal subscriber base long-term? Would its irreverent brand image eventually wear thin?
Functional Area : Marketing

Issues: wireless sector, mobile phone operators, creative advertising
Length: Text: 6 pages
Exhibits: 5 pages
Country: Hong Kong SAR

Pub. Year: 2005 Level of Difficulty: 1
         
This product type is available in the following language(s):      English   Simplified Chinese
         
Related Information: N/A
 
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