COMCAST

Roles and Responsibilities of Salespeople

Questions:

Identify Goods and Services

Product Planning/Innovation Strategy

Andy

Customer Service

Representative

Comcast Service

Center

Lansing, MI

(800) 266-2278

• Is the primary purpose of your job customer service oriented or sales oriented?
• How can Comcast improve its customer service reputation?
• What sets Comcast apart from other service providers?

Our product planning/innovation strategy is Core Product Focus.

Services with Goods

Almost pure goods

Goods with Services

Almost Pure Services

Half goods, half services

NONE

Media Options

• Internet

How Customers Evaluate Us

• XFINITY
• Phone
• TV
• On Demand
• TvGoApp

Low Importance

High Importance

Comcast has a set of products. Comcast is focused on maintaining those products, and expanding upon them.

For example Xfinity and we expanded upon that and created the TV Go App.

Newspapers

Television

Summary:

"Once Andy realized that I wasn't a customer or potential buyer, he lost interest in my call and transferred me. I was on hold for over 15 minutes and was never helped."

By using search qualities:

Customers use searching techniques to learn more about us. They search the internet for reviews, and search our website.

By using experience qualities.

From using the products themselves and our services they use experience qualities.

Radio

Integrated Marketing Communication Campaign

Broadcast Advertisements

"Xfinity Triple Play"

Magazines

Internet Advertisements

"We make big fast"

Organizational Benefits from Brand Equity

Outdoor Ads

Personal Selling

Internet

For personal selling we use a direct sales approach.

Social Media

• Our existing customers tend to stay because of our brand
• Recommendation by word of mouth
• Lure new customers with bundles, deals and promotions
• Known for diverse, high quality products that are useful on many media platforms

Integrated Marketing Communication Objectives

New Product Development

Mobile

When we are contacted by a customer in any department we try to sell them a product. For example, in Billing, Tech Support, Customer Service, etc. We sell directly to the customer

Comcast mainly focuses on taking existing products and making them better and more advanced. A new product development recently added was the Xfinity TVGO app. This allows our customers to watch live TV from any device, anywhere you go. This is a great advancement in our technology and we are excited to see how customers will respond to it.

Customer Value Propositions

• Ad campaign to keep customers up-to-date on current products and services
• Continuously communicate how we add value
• Show product uniqueness and how we offer more than competitors
• Maintain customer loyalty to keep from switching

Influencing Customer Behavior

Inside Sales Support

Inside Sales Support people are our main sellers.

They are constantly in contact with the customers via phone or internet.

This allows them to easily sell to the customers.

Price Sensitivity

To influence customer behavior we are going to use the psychological factor perception.

Product Leadership

• Comcast strives primarily in product leadership. Comcast offers superior products and technology when compared to competitors. We are very innovative and aim to introduce advanced technology before competitors. Our downfall is that we do not have strong customer relationships and when our service goes down it is hard for customers to work with customer service to fix it.

In our future ads we are going to help customers perceive that Xfinity is a superior product. We can have them perceive that it's accessible, easy to use, and superior to competitors' products.

Brand Strategy

Key Product - XFINITY

Company Description

Pricing Strategy

Comcast is a very well branded company. Comcast is now using Xfinity to re-brand some of its products. We want consumers to be well aware of our products and services and choose us over competitors. We want to be the go-to cable/internet provider for people around the world.

Value-Based

Although Comcast is not the cheapest choice, it provides good valued products with up to date technology to its customers. We focus more on value competition rather than price competition.

In this industry, there is low price competition. It is more about the product received and value given then the price paid. The prices are generally the same, with Comcast being slightly more expensive.

The Marketing Research Process

Comcast is headquartered in Philadelphia, PA. We are a global media and technology company with residential and commerical customers in 40 states and the District of Columbia. We are made up of entities such as Comcast Cable, NBCUniversal, Comcast-Spectacor, and Comcast Ventures.

PROBLEM DEFINITION

Target Market Segments

Use phone survey’s to solve the problem of customer service. By asking the customers of their customer service experience.

We can use the psychological factor of perception to influence customers about XFINITY.

We can use ads and commercials to have the customer’s perceive that XFINITY is a great product.

We can have them perceive that XFINITY is easily accessible, and can be used anywhere.

Customers can perceive this by also using the different apps that go along with XFINITY.

Lastly, our Target Market Segment is businesses.

Our Core Values

Our first Target Market Segment is families.

We are looking for large businesses and corporations.

EXPLORATORY RESEARCH DESIGN

Future ads that promote bundles for businesses, showing everything they need at prices they can afford.

We are looking for families that are home owners in the middle class and live in the suburbs.

Computing a phone survey to get different customer’s opinions.

They can give us help on how to improve.

Segmentation Variables

• Connect media, people, and technology together

• Gain trust through stewardship

• Promote diversity, inclusion, and engagement within the company

To select our Target Market Segments we used different variables:

• Demographics - for age and income
• Diversity - for social class
• Behavioristic - for what they buy, and how they spend their money
• Geographic - for where their suburbs are located

Marketing Research - Questions We Can Answer

QUANTITATIVE RESEARCH DESIGN

Target Market Segments

Are you satisfied with your customer service?

Internet

DVR

We want to create future ads that are designed for families. Like this one we can create more ads showing families using our products.

Our second Target Market Segment is college students.

On Demand

Analyze the phone survey results to come up

with the best course of action. Also to decide what needs to

be changed.

We are looking for college students that are living off campus and are trying to provide cable for their apartment, house, etc.

Conduct phone survey’s after calls of customer service:

-Ask them about how their customer service was

-Ask them about ways that we can improve customer service

-Have customers explain their experience with us and ways we can improve

Xfinity

For future ads we can show college students using our products at an affordable price.

Strategic Infrastructure

Product Innovation

Do you think the price portrays the quality?

Conduct depth interviews with customers:

-Ask the customer what they think about the product

-Ask the customer what they think about the price

-Ask the customer if they think that the price portrays the quality

Depth interviews will provide a more personal feedback, and will allow the customer to communicate freely

Marketing Strategy

To market to all these segments we chose a differentiation marketing strategy.

3 SBU's

• Comcast Cable
• NBCUniversal
• TimeWarner Cable

Core Competencies

• Base technologies
• Multichannel video
• High speed internet

Positioning Map

Business Definition

Comcast's Industry Structure Analysis

By having a differentiation strategy we offer different products. For example cable, internet, and phone. Then we can market these products to different markets with a wide variety of people.

Continuous Innovation

• Xfinity was introduced as an improvement to Comcast. It serves as an advanced digital cable TV service. When switching from Comcast to Xfinity it is not hard to adapt to and understand the minor differences.

Dynamically Continuous Innovation

• The TV GO app allows customers to take a familiar service on the go with them. They will have to adapt to and change behavior by learning the ins and outs of the app as well as the various things it has to offer.

Discontinuous Innovation

• Comcast has not recently offered any completely new goods or services to their customers. They mainly build on the ones they have.

Our business definition is to inform, entertain, and enrich the lives of our customers through media interaction and technological innovation.

INTERMEDIARIES

& BUYERS

To create this positioning map we chose our target market segment families.

Our competitors for this target market segment are DirecTV, Dish Network, Verizon, Tivo, Vonage, and AT&T.

Satisfaction and Loyalty

Homeowners, college students, families, smaller businesses, and anyone looking to buy cable, internet, or phone services.

Strategic Direction

Product Life Cycle

SUBSTITUTES

To maintain our position as the world revenue leader in broadcasting and cable services while continuing to innovate and increase market share in home, internet, telephone, content, creation and distribution.

Other cable, internet, and phone service companies.

For example: WOW!, AT&T, Dish Network, DirecTv.

These companies all provide good pricing, different channels, packages for products, and good service quality.

Comcast’s Dominate Strategy

DIFFERENTIATION

• We create satisfaction by introducing bundles (lower cost packages) to save money. We also provide various channels suited to the customers wants. The Xfinity TV GO app we introduced is a great way for our customers to conveniently be able to watch TV no matter where they are. This convenience helps to create satisfaction. However, we have a customer satisfaction score of 60% which is relatively low compared to other companies.
• We find loyalty through being the best in our industry rather then through customer relationships.

pricing

DirecTV

Types of Mass Communication

Xfinity can be used on many different media platforms, which keeps performance high and products connected.

AT&T

Comcast

service quality

Advertising

Comcast's Industry Structure Analysis

Sales Promotion

Broadstripe

RIVALRY

Trying to differentiate ourselves from competitors using strategies such as low cost, high quality, good service, etc. in order to spur competition.

POTENTIAL ENTRANTS

Advertising is another type of Mass Communication we use. We advertise by mainly using commercials. We also use internet ads as well as flyers in the mail.

If current companies are not satisfying

their customers new companies may enter.

They would have lower costs, or better customer service than the existing firms and would be capable of getting customers.

Low cost products and customer intimacy are currently growing points for Comcast specifically, because they have been known as communicating negatively with their customer base.

We use sales promotion by offering bundles for our different products we have.

SUPPLIERS

Content providers for different channels, as well as hardware suppliers (Timer Warner, NBC, Disney, Samsung, Motorola, Cisco).

Customer Satisfaction and Loyalty Plan

FACEBOOK, PANDORA, TWITTER, LINKEDIN, GOOGLE+ WITH INCORPORATION OF

THE X1 PLATFORM (CLOUD-BASED ENTERTAINMENT

OPERATING SYSTEM)

Hire more customer service representatives

• By doing this, we can shorten the wait time customers experience while waiting to speak to a representative.

Set up a virtual call center

• A virtual call center will give customers an idea of how long their wait to talk to a customer service representative will be.

Renewal Rewards

• Every two years we will have a Comcast employee go to the customers house and answer any questions they have as well as install the newest cable box we have to offer free of charge to reward their renewal.

COMCAST

Comcast E-Commerce & Social Media

Kelsey Anderson (A45968344), Danielle Krajacic (A44628212), Haley Maron (A45031389), Kyle Sawyer (A44569131), Kelsey Lucas (A47708835)