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| Telecommunications Case Study |
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| "We're launching a new telecommunications product and service in a highly competitive category. We need to ensure our product is optimally positioned so that when we launch we get the most market exposure and the most effective message." |
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| Situation |
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It was the first PCS phone. A national MRC telecommunications Client was introducing a revolutionary new product into test market prior to nationwide launch. There was significant, well-entrenched competition at a lower price. Though this new product had unique features and services, there was concern as to how to position it so the marketplace would accept it. |
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| Action |
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MRC reviewed the Client's quantitative research, then designed a qualitative program on the product features, the retail environment, the advertising message, and the underlying differences that intrigued the consumers. Finally, we searched for the promotional programs that would encourage trial and adoption of the new phone service.
Working closely with the Client's advertising agency, MRC helped craft an ad strategy and creative brief from which to build a regional test roll-out of the product as well as a national campaign. |
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| Result |
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The first PCS phone was launched regionally in the Fall of 1995 using the refined pricing, promotional concepts and advertising developed in the research. Was it successful? Well, what kind of wireless phone do YOU have?
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