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Global Consortium |
 |
With
a much-lauded campaign for a new product roll-out flopping,
a Fortune 25 global
consortium initiated in-depth interviews and discriminant analysis
to identify those
household attributes distinguishing heavy Pay Per View use.
Demographic, lifestyle,
interest/hobbies, and media/entertainment usage variables were
delineated. Cluster
analysis was then used to identify concentrations of households
most likely to purchase
differentiated service bundles and to locate high potential
geographic “build-in” areas.
Service targets are redefined and new marketing material is
designed to correlate with
the actual behavior of households in established markets. Target
geographic areas and
customer segments are altered. A new sales and marketing approach
was established. |
