Planning new tariffs at tele.ring – the applicationand impact of an integrated segmentation, targetingand positioning tool

tele.ring is a mobile phone organization selling contracts and cell phones in the Austrian market. Themarket situation in 2005 was highly competitive and dynamic resulting in relatively short tariff lifecycles. Excessively long lead times made tele.ring’s management feel dissatisfied with their newtariff development process. Furthermore, a new competitor had entered the market posing a majorthreat and it was unclear how to effectively safeguard tele.ring’s position in the market. Incooperation with the management, we implemented and tested a new segmentation, targeting andpositioning tool, which provides managers with information on their target markets, customerpreferences, competitors’ strengths, and customer segments. It allows for the simultaneousvisualization of this data on a single map and facilitates timely and accurate decision making.[...]