Redefining a Market Category |
|
You don’t have subscribers anymore:
it is now a constant fight
to recruit demanding customers and
to earn their loyalty.
Case |
Market study. |
Challenge |
A long distance carrier was losing market share in a key geographic market, but was determined to succeed. They asked us to assess the attractiveness of this market, design optimal product concepts, and project their results. |
CBMI Approach |
CBMI coordinated focus groups and customer surveys, segmented markets along demographic lines, designed an integrated economic and customer model to pinpoint high-value customer segments, and determined product configurations that would redefine the entire market category. |
Outcome |
Our work laid the foundation for major changes to existing discount plans and the launch of a series of new products targeted at specific customer segments, not only in the original geographic market, but in all markets served by this client. |
