Case Study: Launch of New Operator

Client / Situation / Assignment

• Customer – TELE2
• Situation: Launching of Mobile Operator
• Need: To launch the operator’s services in three months.
• Challenge: By day 1 there were only the CEO in place, no marketing plan, commercial staff, contact with suppliers, or any other related issue in place. Start from absolute O.
• Third operator in already apparently saturated market, with very low coverage and quality of network.

Approach / Methodology

Analysis of desired service,
related needs & pricing
Design of Marketing Plan
Implementation

Analysis

• We were assigned the Marketing & Sales Directory.
• The main activities to be implemented were:
  • Staffing and coaching the Department
  • Purchasing processes (Handsets, Ad. Agency, etc.)
  • Distribution Channels
  • Marketing Plan
  • PR

Result

• The operator services were launched on schedule
• By the end of year 1, the original subscriber’s goal was over-reached by 300%
• Tele2 positioned itself as the alternative/cheapest option, opening the market for whole new segments.