Slide #1.

Individual Project (II) - 7 Unmet needs, ProductSubmission Date Name
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Slide #2.

December 5, 2007 Monte Cooper
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Slide #3.

Seven Unmet Needs For Cable TV Premium Service
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Slide #4.

7 Unmet Needs 1. I have never heard of the premium service. I need to know more about the premium service (2 people said) 2. The subscription fee to the premium service is a little bit expensive. I need you to cut down the price. How much lower? – about 20% lower (1 person said) 3. The premium service provides too many channels. I don’t need that many channels. By reducing the number of channels in the premium service, you can lower the price for the premium service. (4 people said) 4. I want to watch every UTM’s basketball and football games on TV. Can you include the program in the premium service? (7 people said)
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Slide #5.

7 Unmet Needs 5. I need you to make a service in between basic and premium services. I need get some channels for my children in addition to the basic service. (11 people said) What channels do you want to add? – Disney, Cartoons for children, national geography. 6. I can‘t find any information about the premium service on your company’s website. I need to get some information from the Internet. (2 people said) 7. I want you to block some violent movies in the premium service. (1 person said)
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Slide #6.

Product Strategy
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Slide #7.

Core Product – Core Benefit Unmet need: 4. I want to watch every UTM’s basketball and football games on TV. Can you include the program in the premium service? (7 people said) Broadcasting every UTM’s Basketball and Football games.
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Slide #8.

Actual Product Quality: Mid-quality level
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Slide #9.

Grading Criteria • 7 unmet needs: 5 points • Core product: 1 point – benefit • Actual product: 2 points – Quality, Design, Feature, Brand name, Package • Augmented product: 2 points • Total: 10 points
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