Our company intends to focus on the following category
of customers:
·
Low income customers who are not
subscribing to any movies rental service for economic reasons.
·
Geographical segmentation to target
emerging economies like China, India etc.
·
New customer segmentation, to
target customers who are on the fence.
The social factors to be considered in such a
situation which are relevant are as under:
1.
Cost of access is an important aspect for low income customers and for customers
based emerging economies. While the cost of computers can itself be a
significant component, getting broadband is also a significant expenditure.
2.
Ease of use and fear of the
unknown: New users of the net can be very tentative about their approach to the
net. Approaching a person who is just starting to access the net to get on with
streaming a movie could be very daunting.
3.
Identification and focus on the
local content: Important for various markets that we intend to take our product
to.
4.
Value proposition: Customers need
to perceive the value of this company, that is buying TV channels/movies online will relieve them in many
ways. Two important aspects:
a.
the economical, by saving money on
TV license and low prices for renting movies/series.
b.
the ease of staying home and
enjoying the movie or episode whenever they want and for as long as they want
it.
Your description of customer groups is clear. You seem to be targeting customers who have not been targeted so far, and your value proposition seems to point to offer economic benefits. The social aspect refers to their online behavior, expectations, preferences and ways of using the internet and/or consuming electronic content products. Your analysis is a good start to look at economic aspects. The diagram is clear and gives a feeling you are going to advertise in social networking sites and in search engines. Would it also work to advertise offline? where? What would be the cost/benefit of doing that? Each of the channels that you target (online, offline) can be set out against a particular objective and a strategy to get those customers you want to get can be defined and related to such an objective. Good work, thank you.
ReplyDelete