TELECOMMUNICATIONS
___________Launch and Optimization of New Service Packs in Senegal
INITIAL SITUATION
The telecommunications market in Senegal was becoming increasingly competitive and users’ perceptions of operator prices were changing. Therefore, our client needed an ideal services pack configuration that would help them build customer loyalty and attract new users.
METHODOLOGY
A quantitative willingness to pay study was conducted in order to identify the ideal services pack according to the customer profile based on all the factors involved in the purchase decision. This is a joint media analysis where respondents were able to select pre-designed adaptive menus of service packs.
OBJECTIVES AND RESULTS
Identified the factors that have the most weight in the purchase decision.
Detected the ideal combination of services for the market that allowed our client to increase its market share in each market segment.
Created a demand simulation tool so that the brand could estimate scenarios based on market changes by the competition.