Comcast Target Market

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Market-Product Focus The five-year product objectives and marketing focus for Comcast Cable are explained in this section. This marketing focus will include the target markets, points of difference, and Comcast’s positioning of their telephone, cable, and Internet services. With this market-product focus, Comcast will utilize their specialty features to ensure continued market share growth.
Marketing and Product Objectives Comcast Cable’s intent during the next five years is to continue increasing their market share by providing superior customer service to their existing customers and any potential customers. They will continue building their customer base through increasing residential and business service accounts. Comcast will continue …show more content…

Their first and primary target market is their residential market. This market includes houses, apartments, condominiums, duplexes and mobile homes with one or more individuals in residence. Comcast does not have an income target, as the entire residential population, regardless of income wants cable, Internet, and telephone service. Their secondary market is their business market. This market is vast and will include sole proprietorships, partnerships, and corporations. These businesses are primarily interested in Comcast’s high speed Internet and telephone …show more content…

Comcast Cable combines these three premium services into one package. This has allowed Comcast to obtain a positioning of convenience and affordability in the minds of consumers.
Marketing Program Comcast Cable’s marketing plan details are contained below:
Product Strategy
Product Line Comcast Cables triple play packages with a 2-year agreement start at a low $89.99 for the Starter XF Triple Play and goes up to $199.99 per month for the HD Complete Triple Play (Comcast, 2016). The triple play includes cable, Internet, and telephone service. The ultimate price is determined by the Internet speed and the cable channels chosen in the package.
Unique Product Quality Comcast has the X1 Entertainment Operating System, which is only available with a Comcast subscription. This system enables Comcast subscribers to access hotspots and watch cable on their smart phones and tablets. The Xfinity Connect App connects all Wi-Fi enabled devices and syncs the users calendar, voicemail, e-mail, and contacts (Comcast, 2016).

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