A research plan for a strategic pitch on an ISP account (by an advertising agency).

Client:PCCW Product:Netvigator (www.netvigator.com) Background Netvigator is an Internet Service provider (ISP) by PCCW, it has a homosexual action of subscription-based work for users who make an additional charge. Tar lend subscribers for much(prenominal) premium function are their broadband subscribers. PCCW is developing strategic alliances with emf providers to write protrude much added value run to its users. Current Situation Revenues from the premium work have non met forecasts. PCCW is uncertain of the reasons for this failure. And would worry to understand if it is due to the serve they provided are wrong, or if in that respect the positioning is inappropriate, or the promotional activities should be done in some other ways. PCCW is considering fresh plans to take back stronger revenues. Key Issues -Positioning of Netvigator -Competitors of Netvigator -Scope of services of Netvigator -Scope of services of the premium services -Level of customer satisfaction -Difficulties in using Netvigator services and the premium services -New subscribers enlisting strategies -Existing subscribers retaining strategies -Reasons for choosing/ not choosing the premium services -Promotion campaigns of Netvigator and the Premium services Activities to undertake Several groups of activities are plotted for this research: Desk Research 1) Online resources To decide out the scope of services of Netvigator, as well as the competitors of Netvigator and their data, online resources should be utilized.
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From the official website of Netvigator and their competitors, detail education on their community profile, military commission statement, position, scope of services, target customer, and set could be found. entirely these information could lead to better fellow feeling of the client, their services and their competitors. 2) elbow fashion resources - reels, print ads & promotional materials To understand the target customers of Netvigator and its positioning, antecedent campaign reels and print ads should be reviewed. By analyzing the choice of characters, invention colors, music, logo design, material... If you want to get a full essay, go bad out it on our website: Orderessay

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