or Connect
AppleInsider › Forums › Mobile › iPhone › Verizon to push Apple's iPhone with major 'marketing muscle' - report
New Posts  All Forums:Forum Nav:

Verizon to push Apple's iPhone with major 'marketing muscle' - report

post #1 of 62
Thread Starter 
Following this week's announcement that the iPhone is finally coming to Verizon, a new report claims that the largest wireless provider in the U.S. plans to advertise Apple's handset heavily over competing Android phones.

Analyst Shaw Wu with Kaufman Bros. cited checks with industry sources in a new note to investors issued on Wednesday, in which he said Verizon will put its "marketing muscle" behind the iPhone. The advertisements are expected to come at the expense of competing smartphones that run the Google Android mobile operating system.

"On its homepage, [Verizon] is already highlighting the iPhone 4 and iPad as flagship products with not much else in sight (save for a Jabra Bluetooth Headset)," Wu wrote.

When Verizon began selling the iPad late last year, the company ran an aggressive ad campaign on TV touting the device's availability. AT&T, on the other hand, had no TV commercials devoted solely to the iPad.

When the iPhone was not on Verizon, the carrier ran a number of campaigns that instead pushed Android as part of the company's "Droid" lineup, including one commercial that portrayed the iPhone as feminine. The series of commercials said that what the iPhone couldn't do, "Droid Does."



Now, with a partnership between Apple and Verizon, Android will face its "first true test," Wu believes. He said while many are interested in seeing how many customers move from AT&T to Verizon, he believes the better question is how many Android users on Verizon decide to switch to an iPhone.

The analyst also commented on the fact that the deal between Apple and Verizon is non-exclusive, a fact that could leave open the possibility of additional carriers in the U.S. like Sprint and T-Mobile. Because the iPhone remains only on Verizon and AT&T at the moment, Wu said it is "effectively exclusive."

"We will be surprised to see if it appears on T-Mobile USA and/or Sprint in the near term, though admittedly with AAPL, sometimes the unpredictable happens," he said.

Kaufman Bros. has a 12-month price target of $395 for AAPL stock, based on a calendar year 2011 earnings per share forecast of $20.05. Wu sees Apple selling 63 million iPhones in calendar year 2011, with Verizon contributing an incremental 2 million to 3 million unit sales per quarter.
post #2 of 62
I like it as an Apple share holder but the fact Verizon and AT&T too, stab whoever isn't their favorite flavor of the week in the back, is a bit sickening really when you think about it. But ... I know 'it's a cruel, hard World out there, get used to it'
From Apple ][ - to new Mac Pro I've used them all.
Long on AAPL so biased
"Google doesn't sell you anything, they just sell you!"
Reply
From Apple ][ - to new Mac Pro I've used them all.
Long on AAPL so biased
"Google doesn't sell you anything, they just sell you!"
Reply
post #3 of 62
Quote:
Originally Posted by digitalclips View Post

I like it as an Apple share holder but the fact Verizon and AT&T too, stab whoever isn't their favorite flavor of the week in the back, is a bit sickening really when you think about it. But ... I know 'it's a cruel, hard World out there, get used to it'

It's call capitalism- competition. Haven't you ever seen an "I'm a Mac, you're a PC" advertisement?
post #4 of 62
Quote:
Originally Posted by digitalclips View Post

I like it as an Apple share holder but the fact Verizon and AT&T too, stab whoever isn't their favorite flavor of the week in the back, is a bit sickening really when you think about it. But ... I know 'it's a cruel, hard World out there, get used to it'

Not cruel at all. It's all about biz with these corps. They can turn around any thought, campaign, whatever if it means profits. The users are way more invested in the this vs that technology. That's why you can't insult a salesman. As long as you are still in the market for his/her product, you'll get more "love" than you can handle.
post #5 of 62
Quote:
Originally Posted by iLiver View Post

It's call capitalism- competition. Haven't you ever seen an "I'm a Mac, you're a PC" advertisement?


But you do not see Apple working with HP or IBM to put iLife or iWork on a PC.
post #6 of 62
The WiFi tethering feature alone could be two or three different ads. Man, if you thought the "map" ads were rough... This is going to be a real donnybrook!

I agree that the next series of wireless ads is going to drive the iPhone mind share much more than it is going to help either Verizon or AT&T. Android phones will be probably be the real loser in this advertising brawl, at least in the short term.

   Apple develops an improved programming language.  Google copied Java.  Everything you need to know, right there.

 

    AT&T believes their LTE coverage is adequate

Reply

   Apple develops an improved programming language.  Google copied Java.  Everything you need to know, right there.

 

    AT&T believes their LTE coverage is adequate

Reply
post #7 of 62
Quote:
Originally Posted by iLiver View Post

It's call capitalism- competition. Haven't you ever seen an "I'm a Mac, you're a PC" advertisement?

Can you actually see the second sentence I wrote?
From Apple ][ - to new Mac Pro I've used them all.
Long on AAPL so biased
"Google doesn't sell you anything, they just sell you!"
Reply
From Apple ][ - to new Mac Pro I've used them all.
Long on AAPL so biased
"Google doesn't sell you anything, they just sell you!"
Reply
post #8 of 62
Quote:
Originally Posted by MatthewGavin View Post

But you do not see Apple working with HP or IBM to put iLife or iWork on a PC.

One of the reasons that iWork, while excellent has been a bit of a flop.
post #9 of 62
Quote:
Originally Posted by 2 cents View Post

Not cruel at all. It's all about biz with these corps. They can turn around any thought, campaign, whatever if it means profits. The users are way more invested in the this vs that technology. That's why you can't insult a salesman. As long as you are still in the market for his/her product, you'll get more "love" than you can handle.

Hence my own second sentence. I did actually foresee all the replies like this
From Apple ][ - to new Mac Pro I've used them all.
Long on AAPL so biased
"Google doesn't sell you anything, they just sell you!"
Reply
From Apple ][ - to new Mac Pro I've used them all.
Long on AAPL so biased
"Google doesn't sell you anything, they just sell you!"
Reply
post #10 of 62
Quote:
Originally Posted by MatthewGavin View Post

But you do not see Apple working with HP or IBM to put iLife or iWork on a PC.

They would if it suited their corporate goals, but it doesn't.

The whole purpose of iLife, iWork, Aperture, Logic, Final Cut, etc. is to make sure there are a complete range of products for creatives on the Mac platform. Apple can't have another situation where they are held hostage to the whims of Adobe, etc. to provide applications to run on OSX.

Quote:
Originally Posted by BenRoethig View Post

One of the reasons that iWork, while excellent has been a bit of a flop.

As much as I love Keynote and Pages, Numbers is a complete embarrassment of a spreadsheet for power users. As long as that continues, guys like me are going to have to run Microsoft Office instead of, or in addition to, iWork. (And 100% compatibility of .docx documents between the Windows and Mac versions of Word doesn't hurt the Microsoft MacBU cause.)

   Apple develops an improved programming language.  Google copied Java.  Everything you need to know, right there.

 

    AT&T believes their LTE coverage is adequate

Reply

   Apple develops an improved programming language.  Google copied Java.  Everything you need to know, right there.

 

    AT&T believes their LTE coverage is adequate

Reply
post #11 of 62
Quote:
Originally Posted by digitalclips View Post

I like it as an Apple share holder but the fact Verizon and AT&T too, stab whoever isn't their favorite flavor of the week in the back, is a bit sickening really when you think about it. But ... I know 'it's a cruel, hard World out there, get used to it'

If it's any consolation, it's worse in Canada. Up here, unless the manufacturers pay the carriers what is essentially payola, they don't advertise for you at all.

The iPhone is by far the most popular phone and is on all five carriers, but it isn't shown in any of their commercials or on any bus shelter ads, billboards etc., but every single Android phone you've ever heard of is there in living colour day after day.

They don't even list the iPhone in most of their flyers or on most of the boards that describe the plans in their stores. The last glossy flyer I got in the mail from my carrier had five pages of Android/Blackberry phones (out of a seven page flyer), and one little space on the sixth page that mentioned that they also carry the iPhone and told you what the plans were (but no picture of it)

One carrier up here went so far as to advertise their new "HD phone lineup" (totally made up nonsense term of course), but it didn't include the iPhone in this lineup. Multiple multi-million dollar commercials over a many month period for "HD smartphones" without a single mention of the best selling one they have, the iPhone.

Shows you who's paying who for what I guess but it should be illegal IMO.
post #12 of 62
Quote:
Originally Posted by BenRoethig View Post

One of the reasons that iWork, while excellent has been a bit of a flop.

iWork and most of Apple's own software are more like safety net from getting screwed over by third party software developers like MS among others who all of a sudden decides to stop supporting macs. This is so Apple won't be too dependent on others.
post #13 of 62
Quote:
Originally Posted by MatthewGavin View Post

But you do not see Apple working with HP or IBM to put iLife or iWork on a PC.


Neither of those two companies are carrier services/utilities are they? Your comparison is a non sequitur.
If you are going to insist on being an ass, at least demonstrate the intelligence to be a smart one
Reply
If you are going to insist on being an ass, at least demonstrate the intelligence to be a smart one
Reply
post #14 of 62
Quote:
Originally Posted by Prof. Peabody View Post

If it's any consolation, it's worse in Canada. Up here, unless the manufacturers pay the carriers what is essentially payola, they don't advertise for you at all.

The iPhone is by far the most popular phone and is on all five carriers, but it isn't shown in any of their commercials or on any bus shelter ads, billboards etc., but every single Android phone you've ever heard of is there in living colour day after day.

They don't even list the iPhone in most of their flyers or on most of the boards that describe the plans in their stores. The last glossy flyer I got in the mail from my carrier had five pages of Android/Blackberry phones (out of a seven page flyer), and one little space on the sixth page that mentioned that they also carry the iPhone and told you what the plans were (but no picture of it)

One carrier up here went so far as to advertise their new "HD phone lineup" (totally made up nonsense term of course), but it didn't include the iPhone in this lineup. Multiple multi-million dollar commercials over a many month period for "HD smartphones" without a single mention of the best selling one they have, the iPhone.

Shows you who's paying who for what I guess but it should be illegal IMO.

Apple advertises their own joint coz they want control on how their products are promoted. I'm surprised they let Verizon do it.

Plus Apple gets a lot of free ads anyways from the press and media talking about what Apple did, is doing, didn't do, and rumored to do.
post #15 of 62
Apple is very protective of it's image so I don't think the marking blitz will be more along the lines of informing people that they have the iPhone rather than actively promoting the iPhone. I expect something along the lines of "The nations most reliable network now has the worlds most popular phone".

What would be really funny is if they started doing a can you download it now tag line.
post #16 of 62
Quote:
Originally Posted by MatthewGavin View Post

But you do not see Apple working with HP or IBM to put iLife or iWork on a PC.

No- I only see Apple working with whomever trying to keep Adobe Flash off the web.
post #17 of 62
Quote:
He said while many are interested in seeing how many customers move from AT&T to Verizon, he believes the better question is how many Android users on Verizon decide to switch to an iPhone.

Bingo. Interested to see how the iPhone sales are compared to verizon favorites like the Droid X within Verizon.
post #18 of 62
Quote:
Originally Posted by digitalclips View Post

Can you actually see the second sentence I wrote?

"Cruel"? "Hard" - are you joking then?
post #19 of 62
Quote:
Originally Posted by Drow_Swordsman View Post

Bingo. Interested to see how the iPhone sales are compared to verizon favorites like the Droid X within Verizon.

Not even close. Android devices as a collective outsells the iPhone but not one single Android model has outsold the iPhone.
post #20 of 62
Quote:
Originally Posted by John.B View Post

They would if it suited their corporate goals, but it doesn't.


As much as I love Keynote and Pages, Numbers is a complete embarrassment of a spreadsheet for power users. As long as that continues, guys like me are going to have to run Microsoft Office instead of, or in addition to, iWork. (And 100% compatibility of .docx documents between the Windows and Mac versions of Word doesn't hurt the Microsoft MacBU cause.)

...macros mavens and pivot chart addicts then you are absolutely correct. Microsoft has ensured a certain level of addictedness to tools like that - even tho pivot chart function was a stupid solution to a major failing.

That being said the concept of not being locked to cell-grid formatting or having to generate a dozen worksheets to present data is pretty attractive on Number's part. For quick and dirty data use it works just fine. As one of the younger members of the line-up I'm sure Apple is going to keep expanding the capabilities of the software.

Keynote is my main tool for any executive presentation, especially since many of my fellow presenters are locked to Powerpain. The ease with which I can develop an arresting presentation and deliver it with high visual impact (and subsequent retention) really disconcerts other presenters. Routinely my presentations are remembered and referenced long after others are forgotten. Although I have recently switched to building presentations in iMovie and may upgrade soon to Final Cut for deeper editing tools and effects.
If you are going to insist on being an ass, at least demonstrate the intelligence to be a smart one
Reply
If you are going to insist on being an ass, at least demonstrate the intelligence to be a smart one
Reply
post #21 of 62
Apple uses software to differentiate it's hardware.The whole purpose it makes software is to sell its hardware. Making its software PC compatible only makes sense in cases like Safari and iTunes where it is trying to sell iPods, iPhones, iPads to both Mac and Windows users. For iWorks it wants people to buy Macs, not PCs.



Quote:
Originally Posted by MatthewGavin View Post

But you do not see Apple working with HP or IBM to put iLife or iWork on a PC.
post #22 of 62
Quote:
Originally Posted by John.B View Post

...Numbers is a complete embarrassment of a spreadsheet for power users.

And who says its meant for (self described) 'power users'?
Not everyone needs a Mack Truck. In fact, its the Mack that's useless for normal drivers.

The more I think about it, Steve's truck vs car analogy was truly insightful.
post #23 of 62
Been waiting on this one for a while.

I will be one of those android to iPhone switchers. There are certain things that I will miss about the Android platform (some of the customization, the notifications system, and Swype) but I believe the benefits of the iPhone far outweigh those few things.

My upgrade is in October, so I'm forced (in a good and bad way) to wait and see if there is an incremental hardware upgrade in June/July. If there isn't then I'll be faced with the question of whether or not I should just wait until that next February for the next release.

I can see iPhone 4 becoming the $99 version on both networks, and the newest hardware update becoming the $199 version. I feel like that lines up with how things look currently with AT&T. It seems to me that Apple likes having two different hardware versions at a time.
post #24 of 62
With the Verizon iPhone coming out Feb 10th. I forsee a lot of Valentines ads.

"Nothing says I love you and commitment like a shared minutes plan and iPhone from the most reliable network"
post #25 of 62
Verizon has been the driving force behind Android adoption in the US. That's over. Does anyone seriously think Android growth won't take a serious hit in 2011? I honestly can't see how this isn't going to be total carnage for Motorola, HTC, et al.
post #26 of 62
Quote:
Originally Posted by John.B View Post

... As much as I love Keynote and Pages, Numbers is a complete embarrassment of a spreadsheet for power users. As long as that continues, guys like me are going to have to run Microsoft Office instead of, or in addition to, iWork. ...

This is obviously subjective though and depends on the person's needs. The average Jane or Joe doesn't need any of Excel's "power features" at all. Numbers is perfect for me and I use it a lot more now there is an iPad version. Making a quick table or running some simple numbers is a lot easier that way than loading up Excel on the big computer.

On the other hand while you like Pages .... as a writer I find it almost useless in many situations. It's UI metaphor is inflexible, it takes away almost all control over styles, style sheets, page sizes etc. and is missing some basic options that one expects from using other programs.

The iPad version is particularly horrible and not even feature-complete relative to the desktop version (after two revisions!). Pages seems primarily aimed at the market for producing "lost cat" flyers and birthday invitations and has a very long way to go before it's a serious writing tool (assuming that's even the goal).
post #27 of 62
I've had Verizon for over 10 years, and where I am they have almost 100% of thr business. For years I have heard their Reps bash the iphone, saying that they would not want it because it's too closed, too quirky, bad antenna, etc. They seem surprised when I tell them that it is rumored that Verizon was offered the iphone first but refused the conditions, etc....
Now what a paradigm shift!

I've waited for the iphone. I plan on having one within the next 6 months or so. But I'm actually thinking I might switch to ATT. I'll be moving down south soon, and my verizon phone does not seem to work all that great down there, and guys that have an iphone now down there say it works fine with ATT. With the family plan I can pick family and friends who still have verizon for few calling, and they have rollover minutes. They also offer a better discount being a Gov't employee.

For me, this competition is good. I think I will wait until the dust settles, and then I really have to do some comparing...perhaps if I wait long enough I may get to buy an iphone5.....

Frank
He is no fool who gives up what he cannot keep to gain what he cannot lose....
Reply
He is no fool who gives up what he cannot keep to gain what he cannot lose....
Reply
post #28 of 62
Quote:
Originally Posted by John.B View Post

The WiFi tethering feature alone could be two or three different ads. Man, if you thought the "map" ads were rough... This is going to be a real donnybrook!

I agree that the next series of wireless ads is going to drive the iPhone mind share much more than it is going to help either Verizon or AT&T. Android phones will be probably be the real loser in this advertising brawl, at least in the short term.

New word for the day: donnybrook.
Dick Applebaum on whether the iPad is a personal computer: "BTW, I am posting this from my iPad pc while sitting on the throne... personal enough for you?"
Reply
Dick Applebaum on whether the iPad is a personal computer: "BTW, I am posting this from my iPad pc while sitting on the throne... personal enough for you?"
Reply
post #29 of 62
Quote:
Originally Posted by iLiver View Post

No- I only see Apple working with whomever trying to keep Adobe Flash off the web.

Quote:
Originally Posted by iLiver View Post

"Cruel"? "Hard" - are you joking then?

iLiver, who is hopefully still ignoring me, is not in particularly good trolling form today. Very weak efforts.
post #30 of 62
Quote:
Originally Posted by ChronoFlare View Post

... My upgrade is in October, so I'm forced (in a good and bad way) to wait and see if there is an incremental hardware upgrade in June/July. If there isn't then I'll be faced with the question of whether or not I should just wait until that next February for the next release. ...

They will almost certainly end up on the same hardware (and, asap, software) upgrade schedule. It wouldn't make any sense for Apple to release IP5 for AT&T June/July and not release it for Verizon at the same time as it would definitely kill sales on Verizon once the new phone was actually announced. One would think they'd want to sync the international rollouts as close to the domestic as possible, too, since there must be an impact there once a new iPhone is announced.
post #31 of 62
Quote:
Originally Posted by anonymouse View Post

They will almost certainly end up on the same hardware (and, asap, software) upgrade schedule. It wouldn't make any sense for Apple to release IP5 for AT&T June/July and not release it for Verizon at the same time as it would definitely kill sales on Verizon once the new phone was actually announced. One would think they'd want to sync the international rollouts as close to the domestic as possible, too, since there must be an impact there once a new iPhone is announced.

I definitely agree. As I said, I'm definitely leaning toward believing that the current iPhone 4 will be the $99 model come June/July. Either way, by the time I can upgrade I'll know where things stand.
post #32 of 62
Quote:
Originally Posted by anonymouse View Post

They will almost certainly end up on the same hardware (and, asap, software) upgrade schedule. It wouldn't make any sense for Apple to release IP5 for AT&T June/July and not release it for Verizon at the same time as it would definitely kill sales on Verizon once the new phone was actually announced. One would think they'd want to sync the international rollouts as close to the domestic as possible, too, since there must be an impact there once a new iPhone is announced.

Im not so sure getting the latest HW is as important to people here as it is in the real world.

For example, the iPhone 4 is over a half a year old and itll sell like crazy on Verizon. Some will probably wait until wait until the Summer to see if the rollouts will match up, but most that want an IPhone on Verizon likely wont wait.

Then there are the international rollouts. Last year, the iPhone 4 debuted in 5 countries with the rest coming slowly over about 4 months. Then there is the continuation of the previous years iPhone at a slightly reduced initial price. That in itself is proof that not everyone cares about the latest HW.

Finally, there is my anecdotal experience of selling my old iPhone to people at ridiculously high prices when the next iPhone was already announced and demoed.

That said, I think its possible the iPhone 5 CDMA will debut alongside the iPhone 5 GSM. Assuming these are made in different factories I think this would make the most sense. This might, however, limit the GSM model from rolling out faster than last year. 2010 it was 5 countries, and 2009 it was 17 countries. Could this year be less countries or is that new factory able to deal with the increased demand? Will we see countries and/or carriers that are CDMA-only being announced at the event?
Dick Applebaum on whether the iPad is a personal computer: "BTW, I am posting this from my iPad pc while sitting on the throne... personal enough for you?"
Reply
Dick Applebaum on whether the iPad is a personal computer: "BTW, I am posting this from my iPad pc while sitting on the throne... personal enough for you?"
Reply
post #33 of 62
Quote:
Originally Posted by BenRoethig View Post

One of the reasons that iWork, while excellent has been a bit of a flop.

Would you mind providing a link or analyst report that reviews sales of iWork that would substantiate your claim? Or is it that you just don't like iWork and that alone is enough to label it "a bit of a flop"? Otherwise your personal opinion is just that, and very useless.
post #34 of 62
I woud expect Verizon to push the iphone as much as possible, considering they must have paid a large sum to get the phone on their network, they need to make it back and a decent profit to make it worth it.
post #35 of 62
Quote:
Originally Posted by solipsism View Post

Im not so sure getting the latest HW is as important to people here as it is in the real world.

For example, the iPhone 4 is over a half a year old and itll sell like crazy on Verizon. Some will probably wait until wait until the Summer to see if the rollouts will match up, but most that want an IPhone on Verizon likely wont wait. ...

The difference is that the IP4 is what's on sale for AT&T right now, so it doesn't appear that Verizon users are being treated like second-class customers: a person buying an iPhone on AT&T or Verizon on February 11 is looking at essentially the same phone. (Nor does it appear that AT&T users are getting "old hardware".) It would simply not be a good business practice to put the GSM and CDMA phones on separate upgrade schedules. Also, since Apple seems to have as a priority that the CDMA and GSM phones utilize the same basic design/hardware, staggering the releases would effectively give other CDMA handset vendors a leg up on their latest designs, allowing them to copy iPhone features for months before it becomes available as a CDMA device.
post #36 of 62
Quote:
Originally Posted by solipsism View Post

New word for the day: donnybrook.


Had to look that one up.

However, in the process I found this page, which might keep me busy awhile.

http://www.worldwidewords.org/weirdwords/

Life is too short to drink bad coffee.

Reply

Life is too short to drink bad coffee.

Reply
post #37 of 62
Quote:
Originally Posted by funkdis View Post

I woud expect Verizon to push the iphone as much as possible, considering they must have paid a large sum to get the phone on their network, they need to make it back and a decent profit to make it worth it.

I don't recall seeing iPhone ads produced by AT&T, only Apple's ads. I hope Verizon doesn't hype it in a non-Apple style. That silly swirl on the example image makes me wonder if the TV ads will have the typical Apple sophistication or the ridiculous Droid-like, over the top sensationalism.

Life is too short to drink bad coffee.

Reply

Life is too short to drink bad coffee.

Reply
post #38 of 62
It will be interesting to see how Verizon dances around the 'crippling' they've done on the iPhone (no concurrent data/voice, slower network). But I suppose the same is already true for the Android devices they market today.

I just heard a telecommunications analyst on one of the cable news channels (FOX) warning Verizon that they need to seriously upgrade their network (beyond what it is today) if they are to avoid any problems.
post #39 of 62
Quote:
Originally Posted by BenRoethig View Post

One of the reasons that iWork, while excellent has been a bit of a flop.

And you would know this ... how? I have read some of your previous posts, as painful as it was, and it shows me that you have a habit of posting vague, usually negative, things about Apple .... and state things as 'tho they were fact, when indeed, they are only your opinion .... which with every post you make, becomes more worthless every time.

If you know something factual ... about anything .... please provide appropriate link .... otherwise.... stfu!
See, in the record business, you can show someone your song, and they don’t copy it. In the tech business, you show somebody your idea, and they steal it. (Jimmy Iovine)
Reply
See, in the record business, you can show someone your song, and they don’t copy it. In the tech business, you show somebody your idea, and they steal it. (Jimmy Iovine)
Reply
post #40 of 62
Quote:
Originally Posted by timop View Post

Carrier wars? yawn!
Marketing muscle? why bother, unless VZW finds a way to differentiate its features?
Given the well-reported costs of switching carriers, major new marketing is only justified if Verizon leads with a killer App, as in new mobile social must-have.
Think feature-rich, x-platform mobile IM/text client that lets users chat with friends everywhere, hold buddy group chats, send pictures, avoid text fees, and make new friends, with MeetMe(TM). And see the future, with Point-and-Chat(TM).
This sounds like a job for Social Messaging(TM).
Who is Tim Cook going to call?
PoKos!

You must be new here...?
New Posts  All Forums:Forum Nav:
  Return Home
  Back to Forum: iPhone
AppleInsider › Forums › Mobile › iPhone › Verizon to push Apple's iPhone with major 'marketing muscle' - report