How atractive is African Communications Group
...eas, office complexes, hospitals, educational facilities, and clusters of dukas. Marketing Strategies • Large multi-media campaign for the pay-phone launch; use of print, radio, and television advertising to build awareness. • Sales force to demonstrate phone use and assist customers at phone booths with call procedures. Pricing • Charging a premium over TTCL. • However, rate is low compared to other local competitors. Does the Model Fit? Based on the high demand of phone services and lack of reliable suppliers in Tanzania, ACG’s offerings of high quality card-operated pay phone, paging, and voice mail services are likely to attract these excess demands, as well as customers who are currently subscribing to other suppliers. ACG’s choice of target customers—middle- and high-income business people—reflects its understanding of current market condition. Majority of telephone calls are made by business people within cities and these phone calls are accounted for about 70% of telecommunications revenue. In addition, middle- to high-income business people are more likely to pay the premium ACG’s is charging over TTCL. ACG’s plan to install pay phones...