Scribd Logo
Upload

Welcome to Scribd!

  • Task 6

    Uploaded by

    Hằng Từ
    391 views1 page
    The Chief Commercial Officer may raise concerns that marketing a handset leasing program to a younger audience could confuse older customers and impact the brand image. The Chief Financial Officer could object to lower up-front costs reducing top line growth. To address these concerns, a carefully planned marketing campaign would communicate benefits to customers and exemplify handset leasing, while comparables markets show increased market share and plans from leasing can outperform in top line growth, despite potential ARPU declines.

    Original Description:

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The Chief Commercial Officer may raise concerns that marketing a handset leasing program to a younger audience could confuse older customers and impact the brand image. The Chief Financial Officer could object to lower up-front costs reducing top line growth. To address these concerns, a carefully planned marketing campaign would communicate benefits to customers and exemplify handset leasing, while comparables markets show increased market share and plans from leasing can outperform in top line growth, despite potential ARPU declines.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    391 views1 page

    Task 6

    Uploaded by

    Hằng Từ
    The Chief Commercial Officer may raise concerns that marketing a handset leasing program to a younger audience could confuse older customers and impact the brand image. The Chief Financial Officer could object to lower up-front costs reducing top line growth. To address these concerns, a carefully planned marketing campaign would communicate benefits to customers and exemplify handset leasing, while comparables markets show increased market share and plans from leasing can outperform in top line growth, despite potential ARPU declines.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Hi Assaf,

    Two departments that may have concerns/ objections are Chief Commercial Officer and the
    Chief Financial Officer

    Chief Commercial Officer


    May raise concerns about marketing to a younger audience, and this change could be
    confusing for some older customers. It is important to maintain the brand image

    Mitigation
    - Carefully plan and launch our marketing campaign, with clear communication to
    customers
    - Exemplify benefits of handset leasing prior and during launch. Through platforms
    such as instagram and facebook

    Chief financial Officer


    Could have an issue with lower up- front costs that “bargain upgrades plan” will result in.
    This could affect the top line

    Mitigation
    - Comparables markets suggest that increased market share and more attractive
    plans, as a result of handset leasing, tend to outperform the rest of the market in top
    line growth. (ARPU may decline)

    Kind regards,
    Hang

    You might also like