1. Individual Project (II) - 7 Unmet needs, Product- Submission Date Name

2. December 5, 2007 Monte Cooper

3. Seven Unmet Needs For Cable TV Premium Service

4. 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)

5. 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)

6. Product Strategy

7. 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.

8. Actual Product Quality: Mid-quality level

9. 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