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    Assignment 1-17010037

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    Muhammad Rizwan Asim
    Telenor's mobile account growth was not meeting expectations despite being the market leader. Research showed they had two types of customers: those intrinsically motivated by new technologies and those needing more education. Cluster analysis identified their target as intrinsically motivated early adopters who promote through word of mouth, and workers earning 20-30k/month sending domestic remittances while away from home.

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    Assignment 1-17010037

    Uploaded by

    Muhammad Rizwan Asim
    29 views2 pages
    Telenor's mobile account growth was not meeting expectations despite being the market leader. Research showed they had two types of customers: those intrinsically motivated by new technologies and those needing more education. Cluster analysis identified their target as intrinsically motivated early adopters who promote through word of mouth, and workers earning 20-30k/month sending domestic remittances while away from home.

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    Consumer Analytics

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    Telenor's mobile account growth was not meeting expectations despite being the market leader. Research showed they had two types of customers: those intrinsically motivated by new technologies and those needing more education. Cluster analysis identified their target as intrinsically motivated early adopters who promote through word of mouth, and workers earning 20-30k/month sending domestic remittances while away from home.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    29 views2 pages

    Assignment 1-17010037

    Uploaded by

    Muhammad Rizwan Asim
    Telenor's mobile account growth was not meeting expectations despite being the market leader. Research showed they had two types of customers: those intrinsically motivated by new technologies and those needing more education. Cluster analysis identified their target as intrinsically motivated early adopters who promote through word of mouth, and workers earning 20-30k/month sending domestic remittances while away from home.

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    © All Rights Reserved
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    of 2

    17010037

    Consumer Analytics
    Assignment 1: Telenor Way Forward Strategy

    Subject: Way Forward Strategy


    Telenor Mobile account was not growing as per expectation set by OTC Easypaisa as Market
    leader even there were a number o competitors has enter into the market but OTC remains as
    market leader.
    Research show that we have two type of customers, extrinsically motivator and intrinsically
    motivator. We performed cluster analysis to recognize our actual target customer.
    Exhibit 1 Cluster Analysis
    Intrinsically Motivated:
    These people have high tendency and willingness to take risk and they always want to try new
    things. These type of early adopters will work as promoters for us. As in this industry word of
    mouth also plays an important role so we should focus on early adopters.
    Extrinsically Motivated:
    These type of people are not comfortable in using mobile accounts and also they do not have
    enough knowledge about the product. We have to put more efforts on education of these
    customers.
    Exhibit 2 shows that we should also focus on workers who are away from home and want to send
    domestic remittance with an income level of 20-30K per month is our TG.

    Exhibit 1:

    Page 1 of 2

    17010037
    Consumer Analytics
    Assignment 1: Telenor Way Forward Strategy

    Exhibit 2:

    Crosstab
    Household Income Level

    Count
    1

    Total

    Less

    Rs

    Rs

    Rs

    Rs

    Rs

    Above

    than Rs

    10,000

    20,000

    30,000

    50,000

    50,000

    Rs

    10,000

    to

    to

    to

    to

    to

    60,000

    19,999

    29,999

    39,999

    59,999

    59,999

    16

    22

    54

    66.7%

    43.1%

    30.8%

    30.8%

    18.2%

    0.0%

    12.5%

    36.7%

    13

    31

    12.5%

    25.5%

    26.9%

    15.4%

    18.2%

    16.7%

    18.8%

    21.1%

    16

    11

    11

    62

    20.8%

    31.4%

    42.3%

    53.8%

    63.6%

    83.3%

    68.8%

    42.2%

    24

    51

    26

    13

    11

    16

    147

    100.0%

    100.0%

    100.0%

    100.0%

    100.0%

    100.0%

    % within
    Household
    Income Level
    Count

    Cluster
    Number of

    Case

    % within
    Household
    Income Level
    Count

    % within
    Household
    Income Level
    Count

    Total

    % within
    Household

    100.0% 100.0%

    Income Level

    Page 2 of 2

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