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Case Study

Case Study. Intro to E-M@rketing. Presented by Remi Roy. December 17, 2004. Company Overview. Employees : 64,000 people Buildings : 300 buildings Market cap : 26,2 billion Net Earning: 82 million Revenues : 4,781 million Number of local access lines in service: 12,962,000

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Case Study

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  1. Case Study Intro to E-M@rketing Presented by Remi Roy December 17, 2004

  2. Company Overview • Employees : 64,000 people • Buildings : 300 buildings • Market cap : 26,2 billion • Net Earning: 82 million • Revenues : 4,781 million • Number of local access lines in service: 12,962,000 • Total Cellular and PCS wireless subscribers: 4,708,000 • Total High-Speed Internet subscribers: 1,766,000 • Total Satellite TV subscribers: 1,460,000

  3. Canada’s Leading Communication Company Provides: • Residential and business customers • Wireline and wireless telecommunications products, applications and services satellite communications • Direct-to-home television services • Systems Integration Expertise • Electronic commerce solutions • Internet access • High-speed data services

  4. Company’s Product Brands • PCS and cellular • Web browsing and data • Two-way messaging • Paging • Airline passenger communications services. ExpressX: provides the highest quality Direct-to-Home (DTH) services, 300 digital channels and a full interactive TV services. Sympatico: is Canada's most popular Internet portal, it provides: • an integrated collection of local, national and global Internet content • Internet-based products and services for small-office/home office market

  5. Performance and Improvisation • Setting standards to the IP Multi-Protocol Label System (MPLS) To implant new system, the company had two objectives: • Migrate 100% of it core system to a persuasive national IP Multi-Protocol Label System by the next two years • Provide 90% of customers with access to a full of IP services by the next two years

  6. Marketing Strategies • Deliver integrated Communications to customers • Setting the IP Standard in the industry • Driving performance through the Innovation, Simplicity, and Productivity

  7. Set New Standards • It developed and migrated all traffic onto a new national IP-based network. It aims to set those different standards: • Innovation • Simplicity and Service • Efficiency

  8. Innovation Provides: • Expanding next generation network and value added services • New IP-based products • Digital video services • IP Television • New MSM Sympatico portal

  9. The 2 last Standards Simplicity and Service: • Popular and value added bundled services • Speech activated assistance to customers • Unified and one stop service channels • Faster customer response and enhanced experience Efficiency: • Increase productivity • Financial discipline

  10. Reports’ Stats

  11. Primary Shareholders • Existing and potential customers • Employees • Small and medium businesses • Members of board of directors such as owners, the chairman, the chief executive officer and V-Ps.

  12. Site Technology and Value Bubble Instances • Maintains an online presence with more available products and new services • Internet users can see the industry trends and innovations • Inform people on new products, and coming up standards • As Microsoft does, this corporation informs people on new standard generations and make sure that new products will be successful.

  13. Attracting Technologies • The web site’s design is attractive, colors, pictures, animations, innovation trends, headlines… • The web’site uses content metatags to provide search engine with the information that customer wants to seek • After some tests on the search engine, the company has been found in most of the time • Using metatags in a page’s HTML to give simplicity and information to Internet users

  14. Engaging Technologies Whole set of information: • Web site links (stock exchange) • Industry trends • Subcontracting • Wireless • Internet access • Satellite television promotions • Internet users can access and mange the resources and relations with the company • Weakness The company does not offer any payment online option

  15. Retaining Technologies • Sending e-mail information to clients to inform about new products & services • Customers use technology easily because company offers an advanced and up-to-date technology that everyone understands • It was not possible: to know if company uses cookies on customers’ computer to indicate that the visitor is somehow special

  16. Learning Technologies • Databases from the potential and existing clients and promotions over the web site • Customer services section • Forum Page • Suggestion box • The corporation does not use any registration to get an online customer behavior tracking • It was not possible to know if the web site uses JavaScript, ASP or JSP

  17. Relating Technologies • Good customer service • 24/7 online technical support • The company has all technologies to serve customers, build relationship, get databases, and finally, make its products and services attractive. • The company is present for different sponsorships, public relations, and donations (for example, it is a proud sponsor of Canadian Olympic teams)

  18. Summary • Specific strategies and plans to introduce new standards to up date its web site and technologies • It plans to be efficient in productivity and in all products and services offered Problem??? • To introduce new standard and technology to much in advance (case study 8 presents this typical problem that companies could encounter).

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