Subject Index
 

This Company Profile provides key details and analysis of Orange, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to ...

In 1994 a new British mobile-phone operator, Orange S.A., debuted in the wake of Britain's more established operators, such as Vodafone Group and BT Cellnet. Orange grew quickly by offering the ...

Describes how Orange monitors its global brand positioning, comparing consumer perceptions with performance in each country. Reasons for valuing brands are summarised: not just for accountancy but als ...

This paper addresses the CRM experience of Orange France, a mobile phone service provider, in assessing the customer care experience of its 18 million customers. Within a highly competitive market, Fr ...

1999 `Just Talk' campaign for Orange mobile phones. Specific objective to raise Orange's share of the pre-pay phone market from 11.2% to 19.5% (over 70%) in last quarter of 1999. Used TV, press, radio ...

This is a follow-up to previous IPA papers in 1996 and 1998 describing the launch and growth of Orange into an immensely valuable international brand. It is argued that the Orange brand concept is uni ...

Campaign in 1998-9 for Orange. Task: to retain the brand's aspirational values at the same time as delivering rational sales-based messages, when mobile phones were going mass market and thus being de ...

1996-98 campaign for Orange mobile phone, the first 2 years after the company's flotation. Objective: shareholder values. Market and competitive situation discussed. Orange committed itself to a brand ...

This 1998 DMA ECHO entry was created by Lowe Direct for Orange Personal Communications (United Kingdom). The objective of this direct mail campaign was to acquire new Just Talk (mobile phone) customer ...

1996: The year Orange's subscriber base doubled, market share increased by 64%, annual share of market growth rose by 90% and the company floated on the stock exchange for £2.45 billion. By 1997 consu ...

Gold prize winner. First 2 years of advertising for Orange (1994-96). Marketing problems at launch described, with two very strong opponents (Cellnet and Vodafone). But they had allowed the market to ...

This 1996 DMA ECHO entry was created by WWAV Rapp Collins for Orange. Orange offers digital mobile phones to the UK marketplace. The mobile phone market in the UK was complicated and confused. Orange ...

This 1996 DMA ECHO entry was created by WWAV Rapp Collins for Orange. Orange offers digital mobile phones. The mobile phone market in the UK was in flux, with Orange challenging the established duopol ...

When Orange launched in April 1994, it was last into a highly competitive market: Cellnet and Vodafone had over one million subscribers each, full national coverage and ten years of market dominance b ...