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 human action of subscription-based work for users who pay an additional charge. Target subscribers for such premium function are their broadband subscribers.

PCCW is developing strategic alliances with potential providers to write out more added value services to its users.

Current Situation

Revenues from the premium services have non met forecasts. PCCW is uncertain of the reasons for this failure. And would like to understand if it is due to the services they provided are wrong, or if there the positioning is inappropriate, or the promotional activities should be done in some other ways. PCCW is considering new 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 recruitment 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 planned 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 information, online resources should be utilized.

From the official website of Netvigator and their competitors, detail information on their community profile, mission statement, position, scope of services, target customer, and pricing could be found. entirely these information could lead to better understanding of the client, their services and their competitors.

2) elbow room resources - reels, print ads & promotional materials

To understand the target customers of Netvigator and its positioning, prior campaign reels and print ads should be reviewed. By analyzing the choice of characters, intention colors, music, logo design, material...

If you want to get a full essay, sound out it on our website: Orderessay



If you want to get a full essay, wisit our page: write my essay .