Challenge: Following the deregulation of the cable industry, the landscape had changed as a proliferation of new competitors emerged.
Objective: To develop a thorough understanding of cable users’ behavior and attitudes toward the industry and new competitors, as well as their acceptance of Cablevision as a provider of related services.
Solution: Plan-it conducted in-depth exploratory work among cable users, evaluating current and unmet needs, opportunities for new services, perceptions of webvision and competitive providers, and pricing elasticity.
Result: Plan-it developed a positioning strategy designed to enhance the company’s image as a premium provider of Internet and telephone services, in addition to cable. Tactical marketing recommendations related to pricing and relationship-building were also made to support the new positioning.