A.

USP & COMPETITIVE ANALYSIS

i. Define the USP of your product.
o What makes your product unique and different from what is already

available in the market?

Flex Mobile offers customizable phone plans tailored to students, allowing for

unparalleled flexibility in plan features such as data, calls, and text allowances.

This directly caters to the diverse and dynamic needs of students, who may have

varying budgetary constraints and usage patterns.

o How does this USP meet a specific need, solve a problem, or offer a

unique benefit to your target customers?

This flexibility solves the common problem of rigid phone plans that do not align

with individual consumption patterns, helping students manage their budgets

more effectively while ensuring they only pay for what they need.

o How will you leverage your USP in your marketing strategy to gain a

competitive edge?

The marketing strategy will emphasize the personalized approach to mobile

connectivity. Therefore, by demonstrating stories of how Flex mobile plans can

adapt to changing student needs allow us to gain a competitive advantage over

students as it would be relatable to their lives and offering more third party

services like Grammarly.

ii. Market Positioning of Competitors

o How are your competitors positioned in the market? What are their

USPs?

Fido positions itself in the Canadian market as a youth-oriented, value-driven

 brand. Its market strategy focuses on affordable plans, no-extra-cost features

like Data Overage Protection and 5 hours of free data each month (Fido 2023).

Its USPs include Data Boost: Offers 5 hours of unlimited data every month at

no extra cost. Data Overage Protection: To prevent unexpected bills, Fido

pauses your data service once you've reached your plan's limit.

Virgin Plus, previously known as Virgin Mobile Canada, has positioned itself

in the Canadian market with a focus on offering more than just mobile

services. Its USP is oriented towards value proposition as they have bundles

with phone plans, internet and tv bundles. (Virgin 2023)

o What marketing strategies do they use, and how successful have they

been?

Their marketing strategies, including digital advertising, promotional offers,

and loyalty programs, have seen varied success. Especially, Fido free 5 hours

of data.

iii. Comparative Analysis

o Conduct a comparison of your product with your top competitors. Focus

on key aspects such as: price, quality, features and any other relevant

factors.

Price

 Flex Mobile offers customizable plans that can adjust pricing based on the

specific needs of the user, potentially offering more budget-friendly options

for students.
 Fido markets itself with value-packed plans starting at competitive prices,

emphasizing affordable options like the $25 talk and text plan and discounts

for bringing your own device. (Fido 2023)

 Rogers tends to be positioned at a premium price point.

Quality and Network Coverage

 Flex Mobile would aim to leverage existing network infrastructures

through partnerships, offering quality service with a focus on the

student market's needs.

 Fido benefits from using Rogers' robust network infrastructure,

offering reliable service across Canada with features like Data Overage

Protection and the Fido Roam for travelers. (Fido, 2023)

 Rogers boasts one of Canada's most extensive and reliable networks,

providing customers with high-quality voice and data services. Its

network is a significant selling point for customers prioritizing

coverage and speed. (Rogers 2023)

 Virgin Plus also uses Bell Mobility's LTE, HSPA+, and CDMA

networks, ensuring wide coverage and high-speed internet access for

its customers. This partnership allows Virgin Plus to offer a quality

service comparable to direct competitors. (Virgin Plus 2024)

Features

 Flex Mobile aims to distinguish itself with highly customizable plans

tailored to individual usage patterns, particularly appealing to students

with varying needs and budget constraints.

  Fido offers unique features like 5 hours of free data each month and

protection from data overages, making its plans appealing for users

who value flexibility and control over their data usage. (Fido 2023)

 Rogers provides a wide range of features and services, including

advanced home internet and TV offerings, which could appeal to users

looking for a comprehensive suite of telecommunications services.

(Rogers 2023)

 Virgin Plus differentiates itself with the Member Benefits program,

offering exclusive deals and experiences. The brand also focuses on

flexibility with its BYOP (Bring Your Own Phone) discounts and a

variety of plans that cater to different data usage levels. (Virgin 2024)

o Build out a positioning grid and plot your good(s) / service(s) versus top

competitors.
 o Build out a positioning statement to clearly spell out your product /

service offering to help guide your Marketing efforts.

For college and university students who need affordable, flexible mobile plans

tailored to their dynamic lifestyles and varying budgetary constraints, Flex

Mobile offers a customizable mobile service that adapts to individual usage

patterns and provides bundled value through educational and entertainment

partnerships.

o What strategies will you implement to maintain your competitive

advantage in a changing market?

As the cost off living increase students will look for value proposition.

Therefor we will:

 Expand partnerships with educational platforms, entertainment

services, and productivity tools to offer bundled services that enhance

the value of Flex Mobile's plans.

 Negotiate exclusive deals for Flex Mobile customers, such as

discounts on streaming services, software subscriptions, or educational

resources.

B. Identify target markets:

i. Market Segmentation
o How have you segmented the market for your product? Consider factors
like demographics, psychographics, geography, behavior, etc.
Demographic Segmentation:

 Age and Life Stage: Extending the focus to younger individuals,

possibly in their early teens, getting their first mobile phone, alongside

the primary target of college and university students aged 18-24.

 Additionally, targeting parents of these young individuals and students,

who are likely to influence or make purchasing decisions.

Education: Including high school students in addition to those enrolled in

higher education institutions.

 Income: Include families with varying income levels, especially

focusing on those valuing cost-effective solutions for their children’s

mobile needs.

Psychographic Segmentation:

 Lifestyle and Values: For younger individuals getting their first phone

and their parents, emphasizing safety, connectivity, and the ability to

stay in touch. Parents, in particular, may value plans that offer parental

controls and monitoring features.

 Values and Interests: Values include affordability, flexibility, and

convenience. Interests may include technology, education,

entertainment, and social networking.

 Personality Traits: Tech-savvy, environmentally conscious, and value-

driven consumers, parents who are pragmatic and seek reliable

services that provide value and peace of mind.

Geographic Segmentation

 Family Households: Identifying residential areas with high

concentrations of families in addition to targeting urban and suburban

college and university campuses.

Behavioral Segmentation:
  Usage Patterns: Recognizing the need for plans that cater to the usage

habits of younger users and the control preferences of parents, such as

shared family plans, plans with data limits, and the ability to monitor

and manage usage.

 Benefit Sought: Students seeking value for money, reliability, and

excellent customer service, safety, reliability, and parental controls.

Technographic Segmentation:

 Device Type: Considering the needs of first-time phone users and their

parents, offering a range of devices from entry-level smartphones to

more advanced options, as well as features like device tracking and

parental controls.

 Platform Usage: Identifying preferences for operating systems (iOS vs.

Android) and associated services to offer relevant apps and

partnerships.

ii. Target Market Selection

o Out of the identified segments, which ones are you targeting and why?

1. College and University Students

Why: This group is actively seeking affordable, flexible mobile plans that can

adapt to their dynamic lifestyles and budget constraints. They value

customization in their plans to ensure they're paying only for what they need,

aligning perfectly with Flex Mobile's value proposition. Additionally, this

segment is highly engaged with technology and likely to appreciate the

innovative, user-friendly approach Flex Mobile offers.

 2. Parents of Young Individuals and Students

Why: Parents play a crucial role in the decision-making process for mobile plans,

especially for younger users and students. By targeting parents with offers that

highlight safety features, affordability, and plan flexibility, Flex Mobile can tap

into a segment that values reliability and cost-effectiveness. Parents looking for

plans that offer control over usage, access to educational content, and the ability

to stay connected with their children will find Flex Mobile's offerings appealing.

College and University Students

o Describe the characteristics of these target markets and their needs or

preferences that align with your product.

 College and University Students

 Characteristics

Age range typically 18-24.

Active on social media and digital platforms.

Highly value affordability due to budget constraints.

Seek flexibility to adapt to changing needs and circumstances.

Prefer plans that offer high data allowances for streaming, social media, and

academic resources.

Environmentally conscious and prefer brands that demonstrate social

responsibility.

 Needs and Preferences:

Customizable plans that can be adjusted as their needs change, such as

during exam periods or holidays.

 Bundled offers that include access to educational tools or entertainment

services.

Transparent pricing to avoid unexpected charges.

Online customer service options, including chat and social media support.

 Young Individuals, Students and Parents

 Characteristics:

Prioritize safety and connectivity for their children.

Look for value in mobile plans that cater to the whole family.

May manage multiple mobile plans and seek simplicity in managing them.

Interested in features that allow monitoring and controlling their child’s

mobile usage.

 Needs and Preferences:

Family plans that offer shared data or discounts for multiple lines.

Parental control features to monitor and limit screen time, content access, and

contacts.

Reliable coverage to ensure they can always reach their children.

Educational and safety-focused add-ons, such as apps for learning or

emergency services.

o Create detailed customer personas for each target market segment. Include

demographic details (age, gender, income, occupation, etc.), psychographic

characteristics (interests, values, lifestyle), and behavioral traits (buying habits,

brand loyalty).

 Persona 1: Alex, the Tech-Savvy Environmentalist:

 Alex is a 21-year-old Environmental Science major at McGill university in downtown

Montreal. Living off-campus in a shared apartment, Alex juggles academic

responsibilities, a part-time job at a local cafe, and a passion for environmental

activism. A true digital native, Alex relies heavily on technology for both studies and

staying connected with fellow activists, not to mention streaming indie music and

podcasts. Despite a tight budget, Alex is unwilling to compromise on values or

connectivity. Flex Mobile appeals to Alex as an affordable, customizable mobile

solution that aligns with environmental values, allowing for control over spending

without compromising on the need for high data usage or supporting sustainable

practices.

 Persona 2: Jordan, the Protective Parent:

Jordan, 45, balances a busy life as an IT manager and a devoted parent in a family-

oriented suburb near Kirkland. With a keen interest in technology and security, Jordan

is always on the lookout for solutions that ensure safety and foster educational

opportunities for the family. Managing a household with two children, one of whom

is just getting their first phone and another in high school, Jordan values

straightforward, reliable mobile services that cater to varying needs. Safety features,

such as parental controls and location tracking, are non-negotiable for keeping peace

of mind. Flex Mobile's family plans, offering affordability and features tailored to

keep the family connected and protected, resonate well with Jordan's priorities,

making it the preferred choice for simplifying the family's digital life without

breaking the bank.

o Explain how these personas represent your ideal customers and how your

product fits into their lives.

 Alex, the Tech-Savvy Environmentalist:

Alex represents the environmentally conscious, digitally connected student Flex

Mobile aims to serve, offering customizable, affordable plans that don't

compromise on data or values. Flex Mobile's sustainability focus and flexible

plans seamlessly integrate into Alex's lifestyle, providing the necessary

connectivity for both studies and activism.

 Jordan, the Protective Parent:

Jordan exemplifies parents who seek safe, reliable, and cost-effective mobile

solutions for their family, making Flex Mobile's family plans with parental

controls a perfect match. The brand's emphasis on value and safety aligns with

Jordan's priorities, ensuring his family stays connected and protected affordably.