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Lebara Marketing Plan Essay

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MARKETING PLAN OF LEBARA

Executive summary
The Lebara Group was founded in 2001. Lebara generates annual sales in excess of Ä371 million operating as a provider of international wholesale minutes and as a virtual mobile operator (MVNO).
In May 2010 it acquired the ëChippieí brand and customer base in the Netherlands. In a press release Lebara said it would retain the Chippie name in the Netherlands, which is designed to address migrant communities with friends and family in North and South America, the Caribbean, the Middle East and Asia. Like the groups own Dutch MVNO Lebara Mobile, Chippie piggybacks its services on KPNís network.
The following industry recognitions have been awarded to Lebara:
Innovative Service in the 2009 …show more content…

The purpose is to “stay closer to the customers so they can stay closer to their loved ones.” Of the ethnic minority groups, (according to the UK 2001 census), even though there are more Asians (4%) than Africans (2%), Chinese (0.4%) and other ethnic groups (0.4%) (http://www.statistics.gov.uk/cci/nugget.asp?id=455), in the UK, the company’s predominant customers are Africans-primarily calling Nigeria, Ghana and Zimbabwe and Indians.
Lebara is the only mobile company that offers cheap international roaming calls. This leaves the hassle of buying another sim cards and changing numbers every time a person sets foot abroad. For these reasons, the company’s other target audience is business class world travelers. Although, there are drawbacks to this service which are not directly linked but affect the customer’s usage of the sim directly.

I.III Competitor Analysis:
Having won several awards at the Mobile News Awards, specially this year, it has left Lebara as one of the top 5 networks in the UK (internal sources). In spite of its impressive rates and services, the company’s retention value is relatively low. Lebara’s major competitors are Vodafone, O2, Three mobile, Vectone and Lyca.
Customers porting in on a weekly basis (internal sources):
Lyca-32%
Vectone-6%
GlobalCell-46%
Three mobile-3%
T-Mobile-12%

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