Bell - Marketing Strategy

Introduction: The Bell Sympatico brand of Bell Canada is the largest high-speed internet brand in Canada. It boasts one of the fastest internet access services over a reliable infrastructure of telephone lines and optic fibre systems. In a world where computers and information are becoming more portable via the use of wireless networks, where the internet have gone beyond the function of delivering information and transformed into multimedia and Web 2.0 interactivity, and where the demand for internet technology continues to grow, there exists an opportunity to profit, particularly within the post-secondary student market. These people are beginning to making independent spending choices for the first time, and Bell can take advantage of this by offering a product that addresses this segments specific needs. At the same time, Bell needs to be aware of its competitors who are providing the same internet technology through other mediums, including through TV cable, wide-area wireless networks and cellular phone networks.

Objective: The "Big Black Box" campaign will create the connection with the student population and young adults using interactive media. Designed specifically to target university students, the campaign seeks to capture as much of the student demographic as possible by offering a focus on

ease, freedom, timeliness, trend, reach, and respect, which competitors currently do not offer.

Strategic Rationale: As a first time consumer, the students’ buying behavior is a mix of inexperience and skepticism: they would like to get certain things, but cannot be sure if they are getting the best deal. Students usually turn to university outlets to satisfy their student needs at reasonable prices. Ranging from laptop computers to printers and textbooks, students often resort to "stores of interests" such as supplies stores (e.g. Staples) and bookstores (e.g. Indigo) to shop for these goods. Students have come to rely on these trusted channels or "see...