Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: PERFORMANCE PERCEPTION SEGMENT / A RELATIVELY LITTLE KNOWN BRAND
CHOICE 3 COMPONENT: PROVIDE A FREE, OR HEAVILY DISCOUNTED, PRODUCT FROM THE COMPANY, OTHER THAN THE PRODUCT ON SALE
No. | SIC | Year | Notes |
1 | 4841 | 1997 | Cox launched its first residential cable telephony service, called Cox Digital Telephone, in mid-September in Orange County. Pricing for this service is also compelling: the first line is priced at $9.99 versus PacBell's $11.25, a second line is just $4.99 versus PacBell's roughly $11.35, advanced features are 28% lower, and, at least initially, installation is free. |
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