Individual Project (II)
- 7 Unmet needs,
ProductSubmission Date
Name
December 5, 2007
Monte Cooper
Seven Unmet Needs For
Cable TV Premium Service
7 Unmet Needs
1. I have never heard of the premium service. I need to know
more about the premium service (2 people said)
2. The subscription fee to the premium service is a little bit
expensive. I need you to cut down the price. How much
lower? – about 20% lower (1 person said)
3. The premium service provides too many channels. I don’t
need that many channels. By reducing the number of
channels in the premium service, you can lower the price
for the premium service. (4 people said)
4. I want to watch every UTM’s basketball and football games
on TV. Can you include the program in the premium
service? (7 people said)
7 Unmet Needs
5. I need you to make a service in between basic and premium
services. I need get some channels for my children in addition
to the basic service. (11 people said)
What channels do you want to add? – Disney, Cartoons for
children, national geography.
6. I can‘t find any information about the premium service on
your company’s website. I need to get some information from
the Internet. (2 people said)
7. I want you to block some violent movies in the premium
service. (1 person said)
Product Strategy
Core Product – Core Benefit
Unmet need:
4. I want to watch every UTM’s basketball and
football games on TV. Can you include the program
in the premium service? (7 people said)
Broadcasting every UTM’s Basketball and Football
games.
Actual Product
Quality: Mid-quality level
Grading Criteria
• 7 unmet needs: 5 points
• Core product: 1 point
– benefit
• Actual product: 2 points
– Quality, Design, Feature, Brand name,
Package
• Augmented product: 2 points
• Total: 10 points