Cox DVR Marketing Plan - DVR Plus Marketing Plan 1 Cox DVR Plus Marketing Plan MKT 421 Marketing Mr Jeff Lewis DVR Plus Marketing Plan 2 DVR Plus

Cox DVR Marketing Plan - DVR Plus Marketing Plan 1 Cox DVR...

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DVR Plus - Marketing Plan 1 Cox DVR Plus – Marketing Plan MKT 421 - Marketing Mr. Jeff Lewis
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DVR Plus - Marketing Plan 2 DVR Plus Executive Summary As members of the cross-functional Innovation Leadership Team at Cox Communications, we recommend adding DVR Plus to Cox’s current product mix. DVR Plus will take the current digital video recording service as we know it today to the next level in product innovation by offering desirable feature enhancements. As a leader in the telecommunications industry, Cox’s Innovation Team has listened to the demands of the consumer to produce a more robust video recording product that meets the desires and needs of our customer’s lifestyle. Cox and its competitors offer similar video recording products, but DVR Plus will allow Cox to move into the forefront by filling the current market void of enhanced features. DVR Plus features will include extended recording options, substantially increased storage capacity, and the ability to forward recorded programming on to family and friends. The following marketing plan outlines market and competitive research, desired target market segments, a complete product life cycle and marketing mix analysis, along with budget and control recommendations.
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DVR Plus - Marketing Plan 3 Table of Contents Organizational Overview Page 4 Product Description Page 6 SWOTT Analysis Page 6 Marketing Research Page 9 Segmentation Page 13 Differentiation and Positioning Page 17 Product Life Cycle Page 19 Marketing Mix Page 22 Budget Page 30 Control and Monitoring Page 32 Appendix A Page 40
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DVR Plus - Marketing Plan 4 Organizational Overview Cox Communications is a full-service provider of multi-service broadband communications offering an array of advanced digital video, high-speed Internet, and telephony services over its own nationwide IP network, as well as integrated wireless services in partnership with Sprint. The third largest cable provider in the United States, Cox Communications possesses franchises in 14 states providing broadband communications and entertainment services to over six million residential and business customers and employing over 22,000 individuals (Cox Communications, Inc., 2008). Cox Enterprises Inc., the parent company of Cox Communications, traces its history back to 1898. From school teacher to founder of the company, James M. Cox served three terms as governor of Ohio and ran in the 1920 U.S. presidential election as the Democratic nominee. In that same year, Governor Cox purchased his first newspaper, the Dayton (OH) Evening News. More than a century later, Cox Enterprises’ annual revenues exceed $10 billion, with extensive interests in newspapers, television, radio and automobile auctions (Cox Communications, Inc., 2008). Cox Values and Philosophies Cox’s mission statement is “To be the most trusted provider of communication and entertainment services in Cox markets while building market share and creating efficiencies.” Cox values, beliefs, and behaviors that guide all employees and the company
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  • Spring '08
  • unknown
  • Marketing, DVR, DVR Plus

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