To reach customers at the bottom of the market where 50% of the population lived below the poverty line Smart Communications Inc, a wireless services provider in the Philippines, introduced prepaid pricing plans that offered airtime in sachet-like packages. Prices were broken down to as low as around US 50 cents against the previous lowest-price…

BPIR Categories

1.2.3 Identify new innovations that meet customer needs
4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy

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