Omnitel Pronto Italia

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Omnitel is the first private telecom company in Italy, starting operations in 1994. It has a 4% market share competing against Telecom Italia Mobile. The case study examines Omnitel's "LIBERO" plan which has no monthly fee or increase in distributor commissions. Omnitel's strategy is to focus on high-end customers without price wars and reduce churn rates below 15%. A marketing campaign is proposed to appeal to masses and promote the plan's unique selling point of no monthly charges, only paying for usage.

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