A research plan for a strategic pitch on an ISP account (by an advertising agency).

Client:PCCW Product:Netvigator (www.netvigator.com) Background Netvigator is an Internet Service Provider (ISP) by PCCW, it has a number of subscription-based services for users who pay an additional charge. Target subscribers for such 'premium' services are their broadband subscribers. PCCW is developing strategic alliances with potential providers to supply more added value services to its users. Current Situation Revenues from the 'premium' services have not met forecasts. PCCW is uncertain of the reasons …

…Positioning of PCCW and Netvigator as the premium brand which is valued for money is appealing to customers. 3.Existing clients of 'premium' service stop using the service because of the high price. 4.It is difficult to recruit new clients due to the high subscription fee. 5.Price is the major concern for considering whether or not to subscribe the 'premium' service. 6.Promotion for Netvigator alone is enough, but promotion for 'premium' services by Netvigator is insufficient.