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Case Study: Marketing Support for New Operator

Client / Situation / Assignment

  • Country – Brazil

  • Situation – Launching of Mobile Operator with Commercial Area‘s personnel without direct experience on Telecoms

  • Need – To assist in the launching process of Pre and Post Paid services, in the hiring and coaching of the personnel’s department, in the developing and implementation of the Marketing Plan, and in all Commercial area’s related procedures.

  • Challenge – To develop and successfully implement a Marketing Plan with personnel without experience in telecoms.

Approach / Methodology

Analysis

  • External market

  • Internal Capabilities (technical

  • and human)

  • Available Suppliers

Design

  • Marketing Plan

  • Internal Processes

  • Data Bases

Implementation

  • Marketing Plan

  • On the job training

Analysis

Scenario analyses based on several important aspects:

  • Characteristics of the area (rural with industrial concentration).

  • Types of distribution channels available.

  • Coverage at launch

  • Characteristics of the population

  • Competitor’s attitude

  • Business Plan

Keeping in mind those aspects, the Marketing Plan called for the launching of two groups of products (Pre and Post) during year 1

Result

  • Easy detection  of key personnel.

  • Simplification of internal processes

  • Better understanding of the market.

  • Successful launch of Pre and Post paid

  • Reduction of distribution costs.

  • Good understanding of telecom Marketing by Commercial Department

  • Easy determination of Roll-out priorities

 

 

 

Best Operator  (Ericsson Report)
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