Cell C segmented its market profile according to the different needs and preferences and appropriate market offerings.
Definition of Target Marketing and its Importance in telecommunications
This focuses on selling a product or service to a current market. However a strategic market embraces the potential market for the product or service. (Kotler and Keller; 2009: 86). An organization that markets directly to their end users to sell their products and services are benefitting from the concept “direct marketing”. Therefore there is an interactive communication with the end user, thus the most effective direct marketing takes place when there is a clear connection to reach its target market. (Berry and Wilson; 2000:157).
According to IHS Global Insight, Target marketing and planning would ensure the maximization on returns as well as the investment in marketing. In this way the organizations efforts are directed on the “most promising markets”, thereby targeting the messages to those businesses or households that are likely to respond.
To facilitate this task, Telecommunication consultants are assigned to conduct a detailed Market segmentation analyses.
To maximize the return on your sales and marketing investments, you must focus your efforts on the most promising market segments and target your messages to the businesses or households most likely to respond.
To help accomplish this, our Telecommunications consultants conduct a detailed market segmentation study focusing on trends in key market segments, analyzing forces of change, and identifying risk and success factors.
Researchers have indicated that target marketing is the better use of the most valuable resources, i.e. time and money utilized to generate additional revenue. (Tim and Wilson; 2000:75). Therefore the goal is to get maximum information regarding both existing and prospective clientele. According to Witepski,( Cell C’s corporate report; 2008), stated... [continues]
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