Marketing Plan of Cingular Wireless Cingular Wireless

Marketing Plan of Cingular Wireless Cingular Wireless is a U.S.-based company that is focused on providing cellular mobile services through its wireless data services, which includes GSM and TDMA technologies. GSM (Global Systems for Mobile Communication) technology is the most basic form of wireless service that allows users to receive data service by connecting their mobile phones to cell site towers of Cingular. TDMA (Time Division Multiple Access) technology, meanwhile, allows users to use the same communication medium over different time slots.

With the help of these technologies, Cingular Wireless is able to offer services ranging from text messaging, voice calls, and even multi-media messaging (MMS) that allows users to capture images and use video streaming/messaging with the use of their mobile phones. Cingular Wireless' Promotions strategy is geared toward the mass communication media, such as broadcast (television) and print media. Through these very powerful media forms, Cingular was able to launch two of its major promotions campaigns.

The first campaign uses the slogan, "What Do You Have To Say?" A campaign that aims to inform and encourage consumers to participate in chatting thru mobile phones via Cingular's wireless Internet access service. After this first campaign, "Cingular Fits You Best" slogan was adapted to create diversity and flexibility in the range of services Cingular has to offer to its consumers (Mucha 2003).

In this promotional campaign via the television and print media, Cingular subsisted to the "theme of self-expression," the company's way of extending to the consumers Cingular's "celebration of expression and commitment to people" (Leotta 2002). Cingular's self-expression program also introduces its concept of 'image branding,' allowing consumers to add more personality and diversity in their use of mobile phones and Cingular's wireless services. To achieve this, Cingular teamed up with major mobile phone companies such as Sony-Ericsson, Nokia, and Motorola to promote its campaign for more personalized mobile phone use.

With the use of new handset phone like the Motorola C350, Nokia 3560, and Ericsson T306, users can take advantage of various gaming and entertainment services, such as downloadable ring tones, screensavers, wallpapers, themes, and multi-media messaging, colored screen imaging, and polyphonic ring tones (for Ericsson T306 and Nokia 3560 only). Furthermore, these handsets also provide colorful phone covers that fully personalize the user's phone. Aside from its products and services, Cingular also sponsors community and national projects in order to promote its focus on consumer-based service.

Cingular is Partner to the Special Olympics, particularly Team USA in Special Olympics, a program geared to promote the company's goal o committing itself to people by extending their help to exceptional individuals. Cingular Wireless will be able to establish a stronger marketing and promotions strategy if it will also focus on bringing its products and services closer to people by doing promotional tours on shopping malls and areas where consumers are likely.