Major UK Mobile Operator
Monday 14th December 2015
Requirement: As part of their Market Development programme the customer sought an understanding of the key Driver, Issues and Challenges in their business customer base. This would enable them to develop appropriate offers, marketing collaterals and topics with which to engage with their target market. The company was also to embark on a Sector Marketing recruitment programme and data would provide kick start needed to the Sector Management Programme.
What was delivered? 28 market segments for investigation were agreed with the client as being prime data/voice revenue targets. Desk based research, interviews with senior execs working within those segments and discussions with industry observers/commentators led to the identification of the drivers, issues and challenges - together with the key messaging and the priorities faced by companies within that segment. This was presented to the company both in Report format as well as a presentation (s) to Sector Marketing Managers as they on boarded.
*Result:*he client received full data on time to budget, and were able to use the information to discuss with Product Management potential innovations that they could make to offers to make them more relevant and of greater value in specific sectors. That the company had gained market knowledge also gave greater flexibility in recruitment since knowledge of specific sectors did not have to be bought that would command a premium for their expertise.