Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Verizon Presentation

1,637 views

Published on

Published in: Marketing, Technology, Business
  • Get access to 16,000 woodworking plans, Download 50 FREE Plans... ♥♥♥ http://tinyurl.com/yy9yh8fu
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • There are over 16,000 woodworking plans that comes with step-by-step instructions and detailed photos, Click here to take a look ●●● http://ishbv.com/tedsplans/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Want to preview some of our plans? You can get 50 Woodworking Plans and a 440-Page "The Art of Woodworking" Book... Absolutely FREE ➤➤ http://tinyurl.com/y3hc8gpw
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Verizon Presentation

  1. 1. Verizon FiOS Mature Demographic 50+
  2. 2. Agenda • Business Challenge • Executive Summary • Survey Methodology & Demographics • Market Landscape • Competitive Landscape • SWOT Analysis • Mission • Goals and Objectives • Marketing Strategy • Controls
  3. 3. Business Challenge • Develop a strong Marketing Plan to increase the FiOS market penetration in the mature Pittsburgh market.
  4. 4. Executive Summary - Use traditional media to attract potential mature customers to Verizon FiOS - Offer extended contracts, non renewal trial subscriptions, and lower pricing. - Team with Terry Bradshaw in Marketing Campaign - Used surveys which found that Comcast has the majority of market share in Allegheny County. - Also showed that price seems to be the most important factor to customers. - Recommend that Verizon increases Marketing towards the mature demographic in Pittsburgh - Recommend that Verizon offers lower price, extended contracts, and non auto renewal plans for trial memberships
  5. 5. Survey Methodology & Demographics • Survey methodology – Facebook – Twitter – Polldaddy.com • Survey demographics – Pittsburgh residents aged 50 and over Questions Asked 1.What is your age? (Qualifier) 2.What is your gender? 3.What is your annual income? 4.Do you live in Allegheny County? 5.What cable/internet service do you currently have? 6.Do you rent or own your home? 7.What is important to you in your cable/internet service? 8.What is your satisfaction level with your current service provider? 9.How many hours do you currently spend per day watching television or using the internet? 10.What price would you like to spend for your cable/internet service?
  6. 6. Survey Results 46% 54% Gender Male Female 16% 22% 32% 30% 0% 5% 10% 15% 20% 25% 30% 35% $10,000-$30,000 $30,000-$60,000 $60,000-$90.000 $90.000+ Annual Income 31% 69% Current Service Verizon Comcast 27% 56% 4% 4% 9% 0% 10% 20% 30% 40% 50% 60% Speed Price Bandwidth Customer Service Other Service Preference
  7. 7. Survey Results 78% 22% Housing Occupied Own Rent 5% 30% 14% 32% 19% 0% 5% 10% 15% 20% 25% 30% 35% 2 Hours 3 Hours 4 Hours 6 Hours 12 Hours Hours Using TV/Internet (per day) 11% 40% 9% 37% 3% 0% 10% 20% 30% 40% 50% $25 $50 $70 $100 $125 Price Preference 11% 46% 38% 0% 5% 0% 10% 20% 30% 40% 50% Very Satisfied Satisfied Nutural Desatisfied Very Desatisfied Satisfaction Level with Current Service
  8. 8. Market Landscape • Population: 1,231,527 Gender Age Groups Median Age 41.2 years old Median Age (Male) 39.1 years old Median Age (Female) 43.2 years old Gender 48% 52%
  9. 9. Market Landscape Race Groups Education Level White—998,821 Black—159,897 Hispanic—25,032 Asian—34,487
  10. 10. Market Landscape - Income Median household income $52,267 Mean household income $70,243
  11. 11. Market Landscape Major Industry Breakdown Educational Services, health care, and social assistance 28.4% Professional, scientific, and management services 11.5% Retail Trade 10.9% Arts, entertainment, food services 9.1% 28.40% 11.50% 10.90% 9.10% 0 100,000 200,000 300,000 400,000 500,000 600,000 Salary Government Self employed Stay at home Salary 510,598 Government 61,480 Self employed 26,681 Stay at home 670 Pittsburgh’s Working Class
  12. 12. Competitive Landscape- Verizon 2012 Financials and Operating Statistics Net Income Attributable to Verizon $8.75 billion Operating Cash Flow $31.5 billion Capital Investment $16.2 billion Verizon Wireline Revenue (residential and business) $61.4 billion FiOS TV customers $4.7 million FiOS Internet customers $5.4 billion Access lines $22.5 million #15 Ranking among Fortune 500 companies 99% Percentage of Fortune 500 companies that we serve #1 FiOS is American’s top-rated broadband service 2,700+ Cities in 150+ countries are connected by our Global IP network
  13. 13. Competitive Landscape- Verizon Verizon FiOS ● Nation’s largest all-fiber network serving residential and small-business customers with FiOS high-speed fiber services ● 99.9 percent in-network reliability ● Average of 1 billion calls connected per day ● Multiple connections with Verizon Wi-Fi ● Verizon security services offers protection and back-up JD Power Award
  14. 14. Competitive Landscape Comcast 2013 Financials and Operating Statistics Consolidated Revenues $6.4 billion Net Income Attributable to Comcast $6.8 billion Operating Cash Flow $21.4 billion Capital Expenditures $6.9 billion Declared Dividends $0.78 Reported Earnings per Share $2.56
  15. 15. Competitive Landscape Comcast Major Factors Ranks among top 50 companies for commitment to community Comcast cable is the nation's largest video, high- speed Internet and phone provider to residential customers under the XFINITY brand as well as to businesses
  16. 16. SWOT Analysis • Strengths – Faster speeds – Smaller company – Wireless infrastructure • Weaknesses – Smaller company – Perceived as more expensive • Opportunities – *Customer service • Especially with possible Comcast + TWC merger – Price lower – Take FIOS to smaller cities/suburbs • Threats – Possible Comcast + TWC merger – Direct TV
  17. 17. Mission We will launch an integrated campaign focused on capturing the mature population in the Pittsburgh DMA.
  18. 18. Goals and Objectives • Goals – Capture the mature population in Allegheny County. – Focus on building brand equity with mature population. • Objectives – Increase Verizon’s market share in the 50 and older demographic by 15% in the Allegheny County DMA. – Increase sales of television and Internet services to current mature customers by 12%.
  19. 19. Marketing Strategy – Create special offer to appeal to mature customers. – Promote new mature spokesperson executing integrated marketing campaign targeting prospects matures. – Get more customers in the mature market to upgrade their television and internet services.
  20. 20. Tactical Plan Special Offer • 4 year, price lock, $69.99 Triple Play • Complimentary 2 year AARP membership • Free installation – Approach • Direct Mail • Television • Radio
  21. 21. Tactical Plan Spokesperson • Terry Bradshaw • New offer, quality of product • Appear on direct mail • TV – Local • KDKA, WPXI, ROOT Sports, – National • ESPN, Golf Channel, NFL Network, NBC Sports • Radio – 105.9 The X, 102.5 WDVE, 97.3 The Fan • Mature specific transportation – Access vehicles – Busses
  22. 22. Tactical Plan • Offer a 3 month free trial, with no auto renewal, to TV channels relevant to mature customers. – HBO, CINEMAX, SHOWTIME, All the ESPNs, GOLF NETWORKS (lookup) • Bundle internet with TV Upgrade Services
  23. 23. Schedule • Send out direct mail by August 1st, 2014 • Start Promotions on August 1st, 2014 • Launch Television advertisement on July 15th,2014 • Launch radio advertisement on July 15th,2014 • Have vinyl signs placed on buses and access vehicles by July 15th,2014
  24. 24. Controls • Measure sales of new offer • Measure market share • Measure tactical performance – Direct mail > Response of contact rate – TV > TV Specific URL • Measure total sales
  25. 25. Contingency Plan • If sales are 10% lower than expected, we will add more television and radio advertisements. • If direct mail campaign does not yield a 45% response, increase direct mail services with marketing partners by Sep 1st, 2014

×