New Postpaid Plan
How might we improve revenue and market share focusing on consumers who are currently not served by any company?
To answer this question, I took the challenge of finding a profitable market niche and creating an innovative product based on consumer needs.
Main Deliverables
Analysis
To design my strategy, I started by analyzing the current competitive scenario and searching for innovation opportunities
Competitor’s KPIs and Strategies
National and International benchmarking
Business models outside Telecomm
Consumer Research
To investigate purchase intentions before investing in this project, I design an online survey conducted by Kantar Media on 400 costumers
Concept Testing
Purchase intent
Ranking of features
Product
I lead projects across areas (e.g. BI, Finance, Sales, Commercial Development) to design the elaborate product strategy.
Benefits and Price definition
In-store product placement
Financial analysis (individual and portfolio)
Communication
I planned the initial communication strategy, defining:
Branding
Communication strategy
App concept and prototype
Call center approach
Partnership
Our biggest wild-card was the partnerships. To help the decision-making, I produced:
Ranking with potential partners
Negotiation of responsibilities and compensation
KPIs alignments
IT
The idea was having new systems integrated to Vivo’s to make the CRM strategy more efficient
Mapping of possible integration issues
Results
Projection of 17% increase
The new postpaid plan is projected to increase the Business as Usual revenue and market share growth of postpaid category by 17%.
Launch in 2020 and VP’s approval
The project was approved by the Vice President of Marketing & Sales, who decided it will be a pilot to be replicated after goal measurement. The launch is expected in 2020.
