AlwaysLocal. Eric Lee Eric Lemay Léa Leduc Berryman Sharon Luk Sarah MacKay. Agenda. The product Marketing Profile Marketing Mix Financial Analysis Foreign Entry Implementation. The Product: AlwaysLocal. New Add on for Rogers Wireless plans New SIM card technology
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Léa Leduc Berryman
PMB Online. (2009a Spring). Business Travel. Retrieved October 30, 2009, from Print Measurement Bureau.
PMB Online. (2009c Fall), Occupation. Retrieved October 30, 2009, from Print Measurement Bureau.
2. Business professionals
Euromonitor. (2009 January 20). Consumer Lifestyles. Retrieved October 25, 2009, from Global Market Information.
Rogers Communications : 37%
BCE inc. : 30.3%
Telus Corporation : 28.6%
Datamonitor. (2009 July). Wireless Telecommunications services in Canada – Industry. Retrieved October 22, 2009.
* Cost of new SIM card = $15
Product Positioning map
High switching costs
My5 Local calls (Rogers)
Short distance use
Long distance use
Nationwide 30 (Telus)
200 Canadian Long distance (Bell)
Low switching costs
Framework consisting of communication guiding principles to consistently and effectively convey key messages to potential and existing AlwaysLocal customers through the various promotional initiatives.
AlwaysLocal – Decision factors
PUBLIC RELATIONS : UNIVERSITIES