BCG Market research example FlexiTech Lease.pdf

BCG market research

1. FlexiTech
Lease

2. Demographic Segmentation
Teenagers and young adults who are
easily get attracted by new technology
and upgrades.
Age
Low income group who prioritise price
with minimal monthly payments and
upfront cost.
Income
Students may prioritize affordability
and flexibility. Occupation such as
youtuber who need multiple phones to
work.
Occupation
NepneAttributes
People who often need to change
phones e.g. accidental damage.

3. Recommendations
Provide personalised
initiatives to youth from
low-income families
such as flexible
payment options,
cashback incentives,
and a guidance on how
to buy leasing devices
Provide tailored product
- Utilise social media platforms
popular among youth such as
Instagram, to showcase trendy
handset models and leasing
options.
- Collaborate with NGOs and
youth clubs to conduct
workshops or seminars in
schools to educate youth in
low-income families about the
benefits of handset leasing.

Youth centric marketing