Creating a VPN Market Entry Strategy
The Issue
Our client, a major telecommunications company, was launching a
virtual private network (VPN) service in a North American market.
They engaged Phase 5 to help them develop a market entry strategy
that would address the following issues:
- Which vertical markets to target first
- How to position the VPN solution in terms of product and brand
attributes
- How to ensure that the solution and supporting marketing strategies
and tactics addressed key purchase and customer value drivers
- Ensuring that pricing structures reflected prospect spend patterns
The Approach
Phase 5 worked with the client to develop a research approach to
provide critical information to drive the strategy. We then conducted
primary research with IT and telecom decision makers in a variety
of sectors.
Our interviews combined qualitative and quantitative techniques.
Senior researchers conducted semi-structured interviews with potential
buyers to lean about their plans related to VPNs and to understand
purchase behaviour and brand positioning. We also used a discrete
choice design to understand brand positioning and the relative importance
of product attributes, price and brand in a simulated purchase decision.
Using the results of our primary research as a guide, Phase 5 used
secondary sources to develop comprehensive market sizing estimates
for key verticals.
The Results
Armed with this information and analysis, Phase 5 facilitated marketing
strategy sessions with the client's product and marketing teams.
The outcome of the session was a marketing strategy that addressed:
- Product positioning
- Sector selection and targets
- Pricing strategies
- Messaging
- Marketing mix
- Sales channels
As a result of the engagement, the client was able to implement
successful go-to-market strategies and tactics for its VPN service
that successfully positioned it in key markets.
To learn more about Phase 5's research and strategy services for
telecom companies, contact:
Toronto
Michael Dolenko
(416) 599-7555 ext. 224
Ottawa
Carol Blackie
(613) 241-7555 ext. 102.
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