Subject category:
Marketing
Published by:
IESE Business School
Version: 11.1997
Length: 29 pages
Share a link:
https://casecent.re/p/9972
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
When an important distributor launches an aggressive promotion that threatens to de-stabilise the market, the top management of Telefonica Moviles has to decide on an immediate response. The underlying issue is the need to resolve the permanent conflict between the consumer channels and the specialist distributors of mobile phone services. At the same time, the management has to decide what priority to give to the company''s two services, Moviline and Movistar, in terms of marketing support, as well as how to respond to the comparative advertising used by their competitor Airtel. This case was previously numbered 598-006-1.
About
Abstract
When an important distributor launches an aggressive promotion that threatens to de-stabilise the market, the top management of Telefonica Moviles has to decide on an immediate response. The underlying issue is the need to resolve the permanent conflict between the consumer channels and the specialist distributors of mobile phone services. At the same time, the management has to decide what priority to give to the company''s two services, Moviline and Movistar, in terms of marketing support, as well as how to respond to the comparative advertising used by their competitor Airtel. This case was previously numbered 598-006-1.