Marketing Strategies for TeleCable

1
Marketing Strategies for TeleCable

• A Presentation By
• Nick Adams
• Josh Premuda
• Michael Sparacio
• Kim Sweeney

• In Association with
• Pablo Domenech
• Alejandro Sierra
• Alejandro Lòpez Tartiere
• Efrén Arias

2
Outline of Presentation

• Cable Television in the US (Time Warner, Cox)
• High-Speed ISPs in the US (Road Runner,
  Excite_at_Home)
• Video on Demand
• Spanish Cable Operators
• Customer Analysis
• Business Objectives
• Recommendations First Year
• Recommendations Second Year
• Questions

3
Time Warners Marketing Strategies

• Free 30 day trial period when upgrading to
  digital cable
• Big Picture direct mailing campaign

4
Cox Communications Marketing Strategy

• Cox Combo
• Teamed up with Disneyland
• Ethnic Channels
• Loyalty Programs
• Points for continued subscription
• Customer Service
• Thank you letters
• VIPs with special service numbers

5
Road Runner

• Looney Tunes Character
• 1 million subscribers
• Marketed via direct mailings, Time Warner
  television

6
Excite_at_Home

• Leader in broadband Internet Access
• 3 million subscribers
• Customer Service
• Alliance with Radio Shack
• Marketed through ATT telephone service

7
Cox Communications

• Email for customer service
• Revamped web site
• Cable-based Internet service to businesses
• Signs up 6,500 new customers weekly
• Online services and support
• Order new services
• Upgrade current packages
• Check billing status
• Troubleshoot existing services

8
Video on Demand

• Allows subscriber to access database of movies
• The dilemna VOD versus Hollywood
• VOD and TeleCable

9
Spanish Cable Operators
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Customer Analysis

• Asturias Province population is approximately
  280,000
• TeleCable provides service to 45,000 households
• 25 of households have computers, expected to
  grow 5 per year.

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Business Objectives

• Give TeleCable recommendations based on
  successful American cable companies like Time
  Warner and Cox Communications
• Create a new promotional strategy to increase
  TeleCables customer base to 80,000 subscribers
• To provide recommendations for the future growth
  of TeleCable

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RecommendationsFirst Year

• Concentrate marketing cable service to the 60 of
  consumers in the Asturias province who only have
  broadcast television (antenna) capabilities
• Increase direct mail advertising
• Offer risk-free 30-day analog cable subscription
• Continued promotion of bundled services
• Continue to survey customers to see what they
  like and do not like about their service

13
Recommendations Second Year

• Upgrade to digital services in order to compete
  with satellite providers
• Use the new customer base from first year to
  market digital cable
• Begin promotional campaign that emphasizes the
  benefits and capabilities of digital technology

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Recommendations Second Year (continued)

• Implement loyalty and rewards programs
• Consider implementing video-on-demand services
• Launch promotional campaign targeted towards
  satellite customers
• Direct mail, newspaper, and television spots
• Consider offering trial period if first proves
  successful

15

• Algunas
• Preguntas?