Marketing Challenges -- E.T. Phone Case Study

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Applying the Data to Address the Apparent Challenges

On the basis of the Digitron marketing survey, ETPH will have to focus its marketing efforts in the following specific directions: First, it is essential to create a campaign that will increase the potential interest among those who have no current perceived need for cellular phone service. Second, that effort should emphasize the many situations and circumstances where the need for mobile phone capabilities are most useful. Third, future marketing campaigns should emphasize the convenient design and portability of the product and the fact that subscribing to cellular phone service provides only increasing flexibility and convenience for the user and does not in any way necessarily decrease the user's ability to choose not to respond to incoming calls.

Marketing Strategy

Based on the marketing research, the first ETPH marketing campaign should feature users in depictions of situations in which the target audience can envision an obvious need for mobile telephone service.

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That would include emergency roadside service calls and settings such as airports or entertainment venues where demand for pay telephones typically exceeds supply. The secondary focus of marketing messaging should emphasize the convenient design and small size of the product in situations clearly depicting its unobtrusiveness. Finally, the marketing campaign should depict users in situations clearly demonstrating that cellular telephones only increase the opportunity of users to make calls or to receive calls as they choose and should demonstrate that mobile phone users still retain the same autonomous choice to limit incoming calls or to ignore them or allow them to be answered remotely as they currently enjoy with traditional telephone services......

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