Research Interviewing
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Omnitel conducted a market research interviewing more than 5000 current and potential customers to understandtheir expectations. The results reflected that customers were not particularly happy with the concept of monthly fee.They also conducted a conjoint analysis to uncover the preferences of their customers for alternative product designand pricing option. The results indicated that customers wanted a different set of tariffs for local calls, long distancecalls and international calls. TIM, at that time had only two plans, none of which provided such variety in tariffs. Thefollowing two alternatives were proposed:
Alternative 1
LIBERO: A plan free from taxes and monthly fees.
Per minute cha
rge of Lit 195/min (higher than TIM‟s Lit. 170/min)
No handset subsidies.
No increase in dealer commissions
Extensive campaigning to create demand so as to facilitate increase in customer base.
Alternative 2
Recurring monthly fee – guaranteed constant revenue.
Handset subsidies in exchange for signing a contract, to entice more no. of customers
Omnitel conducted a market research interviewing more than 5000 current and potential customers to understandtheir expectations. The results reflected that customers were not particularly happy with the concept of monthly fee.They also conducted a conjoint analysis to uncover the preferences of their customers for alternative product designand pricing option. The results indicated that customers wanted a different set of tariffs for local calls, long distancecalls and international calls. TIM, at that time had only two plans, none of which provided such variety in tariffs. Thefollowing two alternatives were proposed:
Alternative 1
LIBERO: A plan free from taxes and monthly fees.
Per minute cha
rge of Lit 195/min (higher than TIM‟s Lit. 170/min)
No handset subsidies.
No increase in dealer commissions
Extensive campaigning to create demand so as to facilitate increase in customer base.
Alternative 2
Recurring monthly fee – guaranteed constant revenue.
Handset subsidies in exchange for signing a contract, to entice more no. of customers
Omnitel conducted a market research interviewing more than 5000 current and potential customers to understandtheir expectations. The results reflected that customers were not particularly happy with the concept of monthly fee.They also conducted a conjoint analysis to uncover the preferences of their customers for alternative product designand pricing option. The results indicated that customers wanted a different set of tariffs for local calls, long distancecalls and international calls. TIM, at that time had only two plans, none of which provided such variety in tariffs. Thefollowing two alternatives were proposed:
Alternative 1
LIBERO: A plan free from taxes and monthly fees.
Per minute cha