Project Description

ISSUES

  • Demands for new corporate strategies increased as differentiation in telecommunication sector has become difficult with advancement in network quality.
  • Telecommunication companies seek for new strategies to win new subscribers and maximize profit by micro-segmentation strategy to provide customized product package to create lifetime value for the clients.

APPROACH

  • Derived target segment pool from brainstorming life activities and life stages.
  • Reviewed existing client segment and overall corporate strategy, and assessed feasibility for portfolio optimization.
  • Conducted Focus Group Interview(FGI) and survey to derive core needs of target segment pool.
  • Designed product value pack with subscription model and marketing plan to satisfy client’s core needs.

RESULTS

  • Successfully launched a product as the result of our advisory for micro-segmentation product plan.
  • Expand marketing opportunity as a telecommunication carrier by continuous updates and utilization of micro-segment pool.

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