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Case
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Reference no. 9-501-002
Subject category: Marketing
Authors: Rajiv Lal (Harvard Business School); Carin-Isabel Knoop (Harvard Business School); Suma Raju (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2000
Version: 26 September 2005
Length: 24 pages
Data source: Field research
Topics: Market research; Market segmentation; Marketing strategy; Target markets
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Abstract

Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were significantly below expectations. In order to develop a new strategy, Omnitel conducted extensive marketing research. This research identified the varying needs of different customer segments. Omnitel now had to decide whether to attack a new segment with a new service plan, 'LIBERO', to improve on past performance.
Location:
Italy
Industry:
Telecommunications
Size:
Gross revenue USD400 million revenues, 572 employees
Other setting(s):
1996
Teaching note
-
Reference no. 5-501-075
Subject category: Marketing
Authors: Rajiv Lal (Harvard Business School); Carin-Isabel Knoop (Harvard Business School); Suma Raju (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 6 May 2001
Length: 10 pages
View full details
Case
-
Reference no. 9-503-S15
Spanish language
Subject category: Marketing
Authors: Rajiv Lal (Harvard Business School); Carin-Isabel Knoop (Harvard Business School); Suma Raju (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2000
Version: 10 August 2001
Length: 25 pages
Data source: Field research
Topics: Market research; Market segmentation; Marketing strategy; Target markets
View full details

About

Abstract

Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were significantly below expectations. In order to develop a new strategy, Omnitel conducted extensive marketing research. This research identified the varying needs of different customer segments. Omnitel now had to decide whether to attack a new segment with a new service plan, 'LIBERO', to improve on past performance.

Settings

Location:
Italy
Industry:
Telecommunications
Size:
Gross revenue USD400 million revenues, 572 employees
Other setting(s):
1996

Related

Teaching note
-
Reference no. 5-501-075
Subject category: Marketing
Authors: Rajiv Lal (Harvard Business School); Carin-Isabel Knoop (Harvard Business School); Suma Raju (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 6 May 2001
Length: 10 pages
View full details
Case
-
Reference no. 9-503-S15
Spanish language
Subject category: Marketing
Authors: Rajiv Lal (Harvard Business School); Carin-Isabel Knoop (Harvard Business School); Suma Raju (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2000
Version: 10 August 2001
Length: 25 pages
Data source: Field research
Topics: Market research; Market segmentation; Marketing strategy; Target markets
View full details