|Agency: Abbott Mead Vickers BBDO||Authors: Jane Dorsett and Mike Teasdale|
BT Retail Bringing People Together
Share defence with a big 'D'
all read IPA papers about defending market share and no doubt we'll read more
in the future. But this paper is the mother of all share defence stories. It's
about how the Bringing People Together campaign has protected BT fixed line
BT fixed line voice minutes must rank as one of the most unforgiving of
marketing tasks. Everything is against you.
competitive threat against you is enormous and multiheaded. As the former
Chairman of BT once said 'You can be a very big shark in your market place but
it's the piranhas that will take you apart'. BT face competition from specialty service providers like resellers, from substitution service providers
like mobile, and from full service value added providers like cable. On all
fronts BT is nibbled at.