MTNs failure to renew its sponsorship of the Uganda Cranes & the Cranes immediately signing up almost a simillar deal with only a 50m/- difference & involvement of the Super & Big Leagues with Airtel. In my own view is a boomerang to MTN. Uganda Cranes might not have been a source of income to the Telecom giant but a muscle to its share of voice campaigns, a channel for its sales promotions, its extensive penetration & consolidation strategy, a brand ambassador, etc. To a typical market analyst this may as well mean that MTN is already losing the battle accruing from the merger of Warid & Airtel, one may also suggest that this was due to poor negotiation skills on the MTN side. This might be the beginning of Airtel outwitting MTN in this market. This sponsorship, if tacticfully & strategically planned at the Airtel side, not forgetting that Airtel is a merger with Warid, which at the time of merging was the most innovative telecom brand, with the biggest mass market campaigns, soon the giant may turn into a follower. MTN I finally say, it might have been a move to cut on costs so as to maximize profitability. However, you wouldnt have given in to your biggest competitor, marketing inteligence should have revealed that & you are therefore destined to a stiffer marketing jungle.
Posted on: Mon, 28 Oct 2013 09:15:14 +0000
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