SPOTLIGHT: Orange matches customer behavior with animals


Who is at the marketing helm of Orange these days? The mobile arm of France Telecom launched a new marketing campaign in the U.K. contract market that links customer behavior with animal characteristics. Orange's odd menagerie of pricing structures will focus on customer segmentation, tailoring certain types of packages to certain types of customers. For instance, Dolphin will appeal to sociable types who want bundles of minutes and texts; Canary will appeal to those who prioritize voice bundles; Raccoon is for consumers who view their phone as a tool rather than a toy; and the more expensive Panther package is for users who expect extra features. Evidently, the company considered food types and fabrics before settling on animals. Article

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