Market Planning

A solid Market Plan is the underpinning for much of the business case and market-based risks within the case.

Mariner’s Market Plan delivers:

• A market context against which the IPTV service will be launched.
• Competitive sizing and commentary.
• A market sizing highlighting both target geography as well as consumer target groups and segments (e.g. MDU’s).
• A basis from which to derive sales forecasts, growth rates and adoption assumptions.
• A reference point from which to derive a more detailed marketing plan for the IPTV service.

Like the service description, a market plan provides the market based reference point for the IPTV program.

It is NOT a marketing plan, as it does not define the detailed marketing tactics to realize the IPTV market goals. It does, however, provide the basis for an effective marketing plan.

Mariner’s experience can help shed light into a range of variables influencing market traction:

• “Swiss cheese” service coverage and the implications to operations and marketing.
• The power of bundles.
• Market segments – MDU’s, hospitality, hospital market.
• Service positioning – market entry vs. service maturity.
• The drive for market penetration and the risk to service churn.

• Validates the market-based business case inputs.
• Often forces the quantification of target groups and segments.
• Facilitates informed discussion/debate concerning competitive players and their state of readiness and market presence.
• Assists with driving out a holistic marketing view around IPTV, avoiding a silo mentality.
• Provides clear market focus and rationale to the program and broader organization.
• It all begins and ends with the customer.