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Telenet Business
De digitale versnelling
RAN IN: Belgium
SUMMARY
Each year, Telenet’s business division ‘buys’ its growth in marketing share and extra revenues at a higher price. Telenet Business had to break this unsustainable pattern of slow growth at increasing marketing cost to realize a long-awaited breakthrough on the SOHO market. On top of that, at the end of 2016, Telenet Group started rationalizing marketing costs and decided to lock Telenet Business’ maximum marketing budget for 2017 at the same level as the marketing budget of 2016. In consequence, Telenet Business was confronted with a simple yet major challenge: how can the business division of Telenet grow without spending more money on marketing?
English
