Sosh : Orange's low-cost brand sets its sights on the Diaspora segment

Sosh, a 100% digital subsidiary of the Orange Group launched in 2011, is a key player in the segment of competitively priced, commitment-free mobile and internet packages.
In 2024, Sosh enjoyed a sales dynamic that contributed to the Orange Group's performance. The brand recruited over 100,000 new mobile customers, helping to stabilize fixed-line subscriber losses and boost Orange France's sales to 44.1 billion euros, up 0.3% year-on-year.
Benefiting from the reputation of Orange, the historic leader in telecommunications with 298 million customers in 26 countries and 137,000 employees, Sosh is also acclaimed by consumers, ranking at the top of the 2024 telecoms satisfaction barometer alongside RED by SFR. According to the survey, customers particularly appreciate the transparency of pricing, the quality of the Orange network and the simplicity of the offers. Sosh embodies a dynamic, innovative and customer-focused brand, capable of meeting the expectations of a constantly evolving market.
Since foreigners or people of foreign origin represent 10% of the French population, half of whom are from Africa , Sosh is launching the "extra" offer designed to meet the specific needs of this clientele, particularly in terms of international communications and flexibility.
In a saturated competitive environment and faced with the diversification of digital uses, Sosh is calling on digital marketing students for a strategic consulting assignment to strengthen its online presence among the target African diaspora.
The video brief, hosted by Sosh's operational marketing manager (conquest department), details this mission. The main objective is to propose, based on a digital audit, strategic recommendations and innovative action plans to optimize Sosh's digital strategy aimed at marketing its "extra" offer to the African diaspora target.
The brief's video format and Sosh's real-life problem make this case particularly relevant for students immersed in digital uses aimed at a specific target audience.

Make students aware of the challenges of digital marketing in the context of a 100% online brand, by confronting them with a real-life business issue.
Develop a strategic and operational vision, articulating analyses and digital action plans adapted to the telecoms sector and the Diaspora target.
Master the tools of digital auditing, competitive benchmarking, website analysis, social networking and search engine marketing.
Strengthen the ability to argue and defend innovative and realistic recommendations orally.
Encourage creativity, autonomy, initiative and the development of collaborative skills.

Digital marketing, digital strategy, SEO SEA SMO, telecommunications

University, business school and continuing education students
Master / Bachelor level in digital marketing

Telecommunications

Duration: 6 hours. Video case (2 videos) ; summary of the video statement; debriefing slideshow; slideshow of the Orange company."red thread" case

Année de la problématique : 2025

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