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Background
Challenged by China Unicom and China Telecom, China Mobile wanted to keep and consolidate its leading position.
Yutang Diagnosis
China’s national team of table tennis met the need of China Mobile , due to their leading position in the world. In addition, it was during the Beijing Olympic Games, which was a perfect chance for China Mobile.
Strategy and implementation
China Mobile sponsored Chinese national team of table tennis, integrating multiple resources such as TV and prints.
Result
China Mobile raised the brand image and influence, enhanced its market dominance during the period of the renowned Olympic Games.
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