1
Promotion Strategy
A company has been retained to
coordinate the marketing, advertising and promotion strategy, which will rely
heavily on radio and print advertising for MyLine and trade shows for CLEC,
carrier, and business prospects. This firm has already begun organizing
focus groups to determine the best feature set and pricing for the present
MyLine service.
5.2.2
Pricing Strategy
TeleSpace will have the lowest cost
structure in the industry, but premium pricing based on its uniquely rich
feature set and quality service. The company will be the pricing leader, manage
both the TeleSpace and MyLine brands for this identification and do whatever it
takes to maintain this leadership. As a well-known telecom CEO once said, being
the lowest-cost provider covers a lot of sins. MyLine services will be priced
to match significant competitors, such as Pacific Bell or Excel Communications.
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