Background & objective :
Client is a leading telecom player & has been dominating the prepaid phone card business for years in Taiwan. In face of fierce price war initiated by competitors together with an extremely price sensitive target customer base of the OCW (Overseas Contract Workers), market share among some previously leading nationalities were dropping or in danger of being surpassed by key competitor. One of the group’s key challenges was on how to strengthen its “value” positioning among the overseas workers who are hard to be reached via traditional media touchpoints.
How we did it :
We recruited overseas workers of 4 key nationalities, including the Philippines, Indonesia, Vietnam & Thailand with basic Chinese capability for focus group discussion with support of a stand-by translator should respondents encounter problem expressing themselves.
Output :
Tailored package of service approaches which incorporate some cross brand/industry marketing campaigns were provided based on each nationality’s cultural nuances. Issues such as the target’s unique mindset, unmet needs & challenges in a foreign context were all well put into consideration. Apart from keeping the price competitiveness, client has launched a series of targeted campaigns covering target customer’s 360 degree of needs to strengthen the brand’s overall value positioning.