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Orange

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Submitted By georgianakike
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Pages 7
Akademie für Wirtschaftsstudien
Fakultät für Betriebswirtschaft, mit Unterricht in Fremdsprachen
Seminar: Kundenbindungsmanagement
Gruppen: 321, 324
Veranstalter: Corina Pelău

Orange

Chicheanu Georgiana Lavinia
Dragomir Ioana Monica
Ispas Andrei Sibian
Mitu Andreea

Inhaltsverzeichnis

1.Einleitung- Ziele und Rahmenbedingungen 2
2.Die vier „Tier-Gebühren“ 3
3.Orange Thank You - eine langfristige Beziehung 3
4.Orange PrePay – kein Abo oder Rechnung nötig 5
5.Orange Young – Alles ist es leichter! 6
6.Schlussfolgerung 7
Bibliografie 8

1.Einleitung
Ziele und Rahmenbedingungen

Was auf dem rumänischen Markt für Mobiltelefonie als Dialog bekannt war, machte eine Metamorphose durch, mit Hilfe der France Telecom. So wurde dem rumänischen Markt im April 2002 Orange vorgestellt. Mit einem Netz das 96,6% der Bevölkerung in Verbindung stellen konnte und die beste Qualität von Telekommunikationsdienstleistungen ist Orange Nummer 1 in seinem Bereich.
1 Juni 2005 ist ein bedeutender Tag sowohl für Orange, als auch für die neu eingetretenen Konkurrenten, Vodafone Group Plc. Das Unternehmen aus Großbritannien, das auf dem Markt durch den Kauf des Unternehmens Connex eintretet, stellt eine grosse Gefahr für Orange dar, da sie die ersten sind, die die Dienstleistungen 3G im Arpil und 3G broadband HSDPA in 2006 in Rumänien einführen. Dieses zusammen mit dem Eintritt eines anderen Unternehmens im Jahre 2005, nähmlich Cosmote, bedrohen die Marktanteile von Orange so dass sie gezwungen werden, sehr gute Kundenbindungsmanagementstrategien zu entwickeln.
Seitdem kämpfen diese 3 Unternehmen um die Wette, indem sie die besten und billigsten Angebote erstellen, aber es ist nicht schwer zu erkennen, dass Orange mehr Wert auf die Behaltung der schon gewonnenen Kunden legt, als auf die Eroberung neuer Kunden.
Welche Kundenbindungsinstrumente Orange Rumänien benützt werden wir in den folgenden Seiten erläutern.

2.Die vier „Tier-Gebühren“

Orange bietet seinen Kunden zwei Hauptdienstleistungen an: die Möglichkeit sich ein Gebühr zu machen oder die schon allen bekannten Telefonkarten. Da der Gewinn bei der zweiten Möglichkeit nur schwer eingeschätzt werden kann, sind die Gebühren der Stützpunkt.
Schon seit dem Beginn hat Orange die Kundensegmentierung als Hauptinstrument in seiner Strategie benützt. “Kundensegmentierung bedeutet, aus der Gesamtheit (potenzieller) Kunden homogene Gruppen zu identifizieren, bei denen die Individuen innerhalb einer Gruppe das gleiche Kaufverhalten zeigen, die Gruppen selbst aber ein sehr unterschiedliches Kaufverhalten haben.”
Nach der Untersuchung des Kundenverhaltens, wurden diese in vier grosse Gruppen eingeteilt für denen vier Arten von Gebühren entworfen wurden, verkörpert von vier Tieren: Delphin, Pinguin, Schmetterling und Panther, jede Art mit unterschiedlichen Eigenschaften:
• Delphin: „denen die immer mit Freunden, Familienmitglieder und allen anderen sprechen wollen ”werden Bonusminuten im Netzwerk und außerhalb angeboten
• Pinguin: unbeschränkt Telefonieren mit einer bestimmten Anzahl Telefonnummern, daneben Bonusminuten im Netzwerk und außerhalb
• Schmetterling: mehr Minuten im Netzwerk, die ähnlich wie im Prepay geschenkt werden, und 5 MB für Internet auf dem Handy
• Panther: Für diejenigen die auf verschiedenen Wegen kommunizieren möchten - mit Hilfe ihrer Stimme, Sms und Internet ; dieses Gebühr richtet sich eher an Business-Kunden
Wenn diese Aufteilung nicht persönlich genug für einigen Kunden scheint, haben Orange an eine noch stärkere Individualisierung gedacht: jedes Gebühr wird in anderen Unterarten aufgeteilt, die sich durch Preis und Quantität der angebotenen Dienstleistungen unterscheiden.
Was Orange damit wohl sagen will? Vielleicht: “Wir haben ein Angebot für jeden. ”

3.Orange Thank You - eine langfristige Beziehung

Das „Thank You“ Programm ist entstanden um den Orangekunden für ihre Treue zu danken. Abhängig vom Typ des Abonnements, von dem Zeitpunkt ab dem man Kunde ist und von dem Wert der monatlichen Rechnung werden die Telefonbenutzer mit „Thank You“ Punkte, kostenlose Minuten, magische Telefonnummern und „Thank You“ Handys belohnt.
• Punkte - abhängig vom Wert der Rechnung
Abhängig davon ob man Silver-, Gold- oder Platinumkunde ist, stellen die „Thank You“ Punkte 15%, 20% oder 40% von dem Wert der Rechnung dar. Diese sind 3 Jahre gültig. 10 Punkte sind 1 Euro Wert. Mittels dieser Punkte kann man sich Handys zu speziellen „Thank You“ Preisen kaufen oder jedwelche GSM Produkte.
• Minuten - abhängig vom Zeitpunkt ab dem man Orangekunde ist und von dem Abotyp
Orange bietet kostenlose Minuten an. Diese werden nach 8 Monate, nach 2, 3 und 4 Jahren verliehen. Desto länger die Beziehung Kunde- Unternehmen existiert, desto gröβer ist die Anzahl der „Thank You“ Minuten. Zusätzlich bekommt man auch Geburtstagsminuten welche man nach 8 Monaten erhält.
• Magische Nummern - abhängig von dem Zeitpunkt an dem man abonniert ist
Wenn man ein Abo schon seit einem Jahr abgeschlossen hat, kann man sich eine magische Nummer auswählen. Das bedeutet dass man dieser Person mit 1 Cent/Minute telefonieren kann. Wenn man ein 3 Jahre alter Kunde ist, kann man sich 2 magische Nummern auswählen und wenn man ein 5 Jahre alter Benutzer ist, hat man 3 solche Nummern.
• Handys zu „Thank You“ Preisen
Falls man sich entscheidet sein Abo zu verlängern, kann man, wenn man Silver-, Gold-, oder Platinumkunde ist, Handys zu speziellen „Thank You“ Preisen kaufen. Die Goldkunden haben zusätzlich noch 15% Rabatt auf diese Preise und die Platinumkunden sogar 20%. Um von diesen Rabatten zu verfügen, darf man nicht in den letzten 18 Monaten ein anderes Handy von Orange gekauft haben.

4.Orange PrePay – kein Abo oder Rechnung nötig

Einer der meist benutzten und erfolgreichsten Service von Orange auf den rumänischen Markt ist die PrePay Service, welche durch die SIM Kartelle repräsentiert wird.
Warum bevorzügen viele Kunde diese Art von Service oder besser gefragt wie hat Orange so gemacht ,um so viele Kunden PrePay service zu benutzen?
Natürlich hat Orange die Markt sehr gut analysiert und hat verstanden, wie wichtig ist eine Vielzahl von Möglichkeiten/Optionen anzubieten, um so besser und effizient Lösung für die Bedürfnissbefriedigung oder das Vorlieben meherer Kunden zu finden.
Auf den rumänischen Markt ist die Kundschaft nach verschiedene Gruppen(wie: Alter) und Kategorien(wie: Jobs ) segmentiert, und deshalb ist Orange auch mit einer grossen Vielfahlt von Optionen. So brachte Orange unter PrePay Service 5 neue PreisPlane(SIM Kartelle) wie folgt:
1. Start- die niedriegsten Preisen mit einem Liebliengszahl
2. My Time- die niedriegsten Preisen in deiner Liebliengsstunden
3. My Group- 5 Liebliengszahl mit niedriegsten Preis
4. My Orange- in Orangenetz mit den niedriegsten Preis sprechen
5. Music – SMS, Musik rund um die Uhr und Internet auch
Ausserdem gibt es auch andere atraktive Optionen die immer mehr am Bedeutung gewinnt.Ein neues Angebot ist die Geschenk-Kartelle auf den rumänischen Markt gebracht,indem man eines Anderen viele Minute (egal ob PrePay oder Abo) als Geschenk anbieten kann.

Orange benutzt verschiedene Arten von Werbung für die Förderung PrePay Service auf den ganzen Markt unter denen auch die freie Distribution von kostenlose PrePay SIM Kartelle. Orange war Sponsor für verschiede Events wie Partys, Konzerte und andere , wo alle haben free Sim Kartelle bekommt. Auch zu erwähnen wäre, dass Orange hat tausende von Sim Kartelle gratis den Studenten und den Schulern von Lyzeum geteillt. So viele von diesen sind heute auch schon Kunden von Orange.

5.Orange Young – Alles ist es leichter!

“ Orange Young würde im Zusammenhang mit dem Verhältniss den jungen Leute entwickelt. Mit Hilfe von diesen neuen Optionen von Orange Young, werden wir uns unsere Position als Leader des Marktes für die junge Kunden versichern.” Oana Comănescu, Content & Young Segment Manager Orange Rumänien.

Orange Young Service ist für diejenige Kategorie der Kundschaft mit Älter zwischen 14-26 Jahren, also die Jugendlichen. Wenn man diese Kriterien erfüllt,also besser gesagt wenn du ein Beweiss zeigst, kann man eine Reihe von Bonuses, Optionen, Preisplänne benützen. Orange Young ist gültig für Abos, aber auch für Orange PrePay. Die Preisen sind kleiner und man kann zusammen mit maximum 9 Freunden eine Orange Young Gruppe machen. Zusammen können diese Freunde mehrere freie Minuten und SMS haben, die insbesonders einen grossen Vorteil für Jugendlichen ist.

6.Schlussfolgerung

Es ist klar, dass Orange in dieser Zeit viel Wert auf Kundenbindung setzt und darin viel Investiert. Auf einem Markt, der sowieso seit langem gesättigt ist, ist Kundenbindung vielleicht die einzige Chance seinen Umsatz zu erhöhen, oder wenigstens auf dem selben Niveau zu halten. Sowohl Orange, als auch Vodafone, die zwei größten Mobilanbieter Rumäniens, sehen Kundenbindung als ihre letzte Chance gegen den zahlreichen Angeboten von dem Neuling Cosmote stand zu halten.
Jedoch bringen nicht alle Investitionen in diesem Bereich auch die gewünschten Ergebnisse. Die neue Kampagne von Orange, in der jedem Abotyp ein Tier zugeordnet wird, wirkt verwirrerisch auf den Kunden. Diese Art von Rebranding fand das erste Mal in England statt und hat rieseige Kosten produziert, genau wie in Rumänien. Seltsam ist die Tatsache, dass, obwohl man wusste, dass diese Kampagne ein Reinfall in allen Länder war, man sich trotzdem entschlossen hat auch hierzulande durchzuführen. Man hat herausgestellt, dass der Kunde eher von den Tieren verwirrt wird, anstatt ihn anzuziehen, da es schwer ist, sich zu merken welches Tier zu welchem Abotyp passt oder nicht. Viel angemessener ist es, wie zum Beispiel Cosmote, dem Kunden genau zu sagen, was man für jedes Abo bekommt.
Seit dem Moment, ab welchem man den Mobilanbieter wechseln kann, ohne dass man auch seine Telefonnummer wechseln muss, ist Kundenbindung noch wichtiger geworden. Früher, als man seine Telefonnummer nicht wechseln konnte, war es zum Beispiel, für einen Geschäftsmann ziemlich schwer von Orange zu Cosmote zu wechseln, obwohl er da viel bessere Angebote hatte, da es ihm bewusst war, dass er somit den Kontakt zu verschiedenen Kunden und Partnern verlieren konnte. Jetzt gibt es diese Barriere nicht mehr, so dass viele der Orange- und Vodafonekunden zu Cosmote gewechselt sind.
Es ist eindeutig, dass Orange in letzter Zeit vieles getan hat, um die Treue seiner Kunden zu gewinnen, jedoch wird es sich in der nächsten Zeit zeigen, ob diese Maßnahmen auch den erwünschten Erfolg bringen. Auf jeden Fall, eines ist sicher: die Kunden werden diejenigen sein, die von diesen Kapagnen und diesem „Krieg“, der zwischen den Mobilanbietern herrscht, wo die Waffen in Form von freie Minuten, SMS-Nachrichten, Internetzugang und vielen anderen Vorteilen sind, die davon profitieren werden.

Bibliografie

• http://www.orange.ro/about-body-ro.html, www.orange.ro, 14.03.2010
• https://www.vodafone.ro/despre-vodafone/descriere-si-istoric/detalii-despre-istoricul-companiei/index.htm, www.vodafone.ro, 14.03.2010
• http://www.cosmote.ro/ro/WhoWeAreFullStory.aspx?cid=17302&ns=-10002, www.cosmote.ro, 14.03.2010
• http://www.business-wissen.de/handbuch/kundensegmentierung/vorgehensweise-bei-der-kundensegmentierung/, www.business-wissen.de, 15.03.2010
• http://ro.wikipedia.org/wiki/Orange_Rom%C3%A2nia, www.wikipedia.org, 15.03.2010

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...The ability to choose between good and evil is something that we never really think about too often, or in any real detail. Even so; this decision that comes naturally to most, is something everyone must make throughout their life in order to guide their actions and control their future. This ability to choose, no matter what that choice may be or the outcome of that choice, displays a person’s power as an individual. Any attempts to control or influence that choice will, in turn, govern one's free will and enslave them. In the novel A Clockwork Orange, the author Anthony Burgess uses symbolism through imagery, the characterization of Alex, and a first person narrative point of view to show that without the ability to choose between good or evil, one becomes a slave. Symbolism through imagery explains how Alex's ability to choose between good and evil, is his ascendancy over the weak and innocent. The first of these symbols is the music that he loves to listen to. Classical music is the only thing that Alex's has ever truly cared for. The music represents an element of his choice and free will. When his ability to make choices is taken away from him, in an attempt to make him better, he is unintentionally forced to lose his passion for music, by which he exclaims, "And all the time the music got more and more gromky, like it was all a deliberate torture, O my brothers“. This music that once represented his freedom to choose is gone now, and he has been left without any reason...

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Clockwork Orange

...A man who cannot choose ceases to be a man."—Anthony Burgess A Clockwork Orange is a novel about moral choice and free will. Alex's story shows what happens when an individual's right to choose is robbed for the good of society. The first and last chapters place Alex in more or less the same physical situation but his ability to exercise free will leads him to diametrically opposite choices—good versus evil. The phrase, "what's it going to be then, eh?," echoes throughout the book; only at the end of the novel is the moral metamorphosis complete and Alex is finally able to answer the question, and by doing so affirms his freedom of choice. The capacity to choose freely is the attribute that distinguishes humans from robots; thus the possibility of true and heartfelt redemption remains open even to the most hardened criminal. A Clockwork Orange is a parable that reflects the Christian concept of sin followed by redemption. Alex's final and free choice of the good, by leaving behind the violence he had embraced in his youth, brings him to a higher moral level than the forced docility of his conditioning, which severed his ability to choose and grow up. The question, "what's it going to be then, eh," is asked at the beginning of each section of the novel. In the first and third part it is asked by Alex, but in the second part it is asked by the prison chaplain. The answer does not come until the end of the novel when Alex grows up and exercises his ability to choose...

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Clockwork Orange

...A Clockwork Orange abandons normal 'language' (which Modernists believed couldn't always convey meaning anyway) and is written in 'Nadsat' (which means teenager). It is a slang that is spoken by the teenagers at the time. Burgess uses approximately two-hundred and fifty 'nadsat' words (most of which have Russian roots) to convey his story. This gives the reader a sense of intimacy with Alex and his 'droogs' (friends) due to the fact that the adults in the novel can't understand what they are govoreeting (saying). There is also a disruption of the linear flow of narrative aside from this private language; Alex ('Our Humble Narrator') tells the story in a remembering type sequence, but often interjects with thoughts or questions posed directly at the reader. Aside from the strange language that is found on the pages of this novel, one of the most obvious modernistic features is Burgess's ability to shock. There are many different scenes that are quite disturbing and violent. Alex's propensity to rape young girls (ten years old), and his absolute joy in the sight of blood and pain. ' ...while I ripped away at this and that and the other...and real good horrorshow [good] groodies [breasts] they were that then exhibited their pink glazzies [eyes], O my brothers, while I untrussed [undresses] and got ready for the plunge. Plunging I could slooshy [hear] the cries of agony' ( Burgess 23). This ties in with the fact that, as readers, we tend to follow the actions of Alex and his droogs...

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