Product details

The case involves customer loyalty programmes in the Italian mobile telephone market, and it concerns Omnitel Pronto Italia, which is now Vodafone Italia, one of the leading European companies in that industry. The case makes a link between the firm's success and its ability to establish lasting relationships with its customers. The launch of a continuous loyalty programme is analysed. The case presents the history of the company and the mobile telephone market in Italy, along with its main players. To face the new trends and challenges, Omnitel Pronto Italia launches a continuous customer loyalty programme. The main characteristics of the design of the programme, called Omnitel One, are outlined in the case. The different possible solutions to each scenario are given. The case concludes with the presentation of three different theories about Omnitel One, leaving the discussion and the final decision about the programme to be launched open.