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Case Study: Launch of New Operator

Client / Situation / Assignment

  • Customer – TELE2

  • Situation: Launching of Mobile Operator 

  • Need: To launch the operator’s services in three months.

  • Challenge: By day 1 there were only the CEO in place, no marketing plan, ommercial staff, contact with suppliers, or any other related issue in place. Start from absolute O.

  • Third operator in already apparently saturated market, with very low coverage and quality of network. 

Approach / Methodology

Analysis of desired service,

related needs & pricing

Design of Marketing Plan

Implementation

Analysis

  • We were assigned the Marketing & Sales Directory.

  • The main activities to be implemented were:

    - Staffing and coaching the Department

    - Purchasing processes (Handsets, Ad. Agency, etc.)

    - Distribution Channels

    - Marketing Plan

    - PR

Result

  • The operator services were launched on schedule

  • By the end of year 1, the original subscriber’s goal was over-reached by 300%

  • Tele2 positioned itself as the alternative/cheapest option, opening the market for whole new segments.

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