Desafío
Disminución de la aceptación de precios altos por una calidad excelente.
Procedimento
Análisis del grupo objetivo, entorno de mercado y oferta al cliente.
Resultado
El producto premium también viene con un servicio premium gratuito para los clientes. Esto fue complejo y por lo tanto relativamente costoso para la empresa. Sin embargo, la gran mayoría de los clientes ni siquiera conocían este servicio.
Nuestra propuesta: Un prestigioso club premium de pago cuyos miembros tuvieran acceso exclusivo a servicios hasta entonces gratuitos pero desconocidos.
Nuestros servicios: estructura, diseño, naming, comunicación, contenidos.
Éxito
El Club Premium ha sido todo un éxito entre el grupo objetivo y ha sido recibido con entusiasmo. Sólo en el primer año, las cuotas de membresía del club representaron el 7% de los ingresos totales.
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