Marketing engineering work report

By jiahang

2012.6.

Team members

唐田伟 09093914 （leader）
任静 09093926
高承明 09093904
雷鹤 09093907
想开林

09093972

BrainCell Internet Advertising • Solver

Introduction
BrainCell is positioned to sell cell phones, call plans, and mobile services to end-user customers using the Internet exclusively as its unique sales channel (though it also will employ call centers to some extent, mostly for technical upport and billing questions). Partneri ng with one of the largest available communication networks in Europe, BrainCell follows the same business strategy for its cell phones that Internet banks use with their banking operations: reducing its operational costs through the absence of physical branches and local infrastructure and then using these saved costs to reduce prices and increase competitiveness.
As a relatively new offering, one of the challenges facing the company is identifying and targeting prospective customers. Market research shows that the customers who are most likely to go to the Internet to fulfill their mobile communication needs tend to be well educated, wealthier than the average population, heavy Internet users, and already technically familiar and equipped with cell phones. Given this target population, it seems natural (and cost effective) to use the Internet as a key communication channel to advertise the offerings and launch a promotional campaign.
BrainCell recently began to develop promotional response model tools to help it decide the appropriate level and allocation of Internet advertising across countries. It started with a prototype spreadsheet to encourage discussion about the appropriate level of Internet advertising for the six targeted European countries and to familiarize marketing managers with
Marketing Engineering and the related software tools and ideas. In this