Product Offering

MKT/571

Product Offering Verizon Communications Incorporated (Verizon) is an international leader in providing broadband and other wire line and wireless communications services to wholesale, mass market, business, and government customers (Verizon, 2011). The corporation primarily operates in the United States. To respond to the economic crisis, marketing challenges and opportunities of globalization, Verizon is transforming the way its business conducts marketing. The company is developing marketing strategies and plans to offer broadband products and services in the Canadian markets. The initial product offering will
Prepaid broadband plans are beginning to emerge in Canada from various providers, such as Virgin Mobile Broadband2Go (Prepaid-Wireless-Guide.com, 2008 – 2011). Verizon understands the need to offer innovative broadband products and services with pricing that will differentiate itself from the competition. Product Offering/Product Definition Verizon Wireless Canada is launching a new product, the MIFI 3200. It has mobile broadband service with 3G technology and Wi-Fi capability. It provides a wireless hub for up to six Wi-Fi enabled devices providing multiple users with an instant hotspot. The MIFI 3200 is lightweight and compact and can be used at home or on the go. It has a rechargeable battery that lasts for up to six hours and can remain in standby mode for up to 40 hours. Unlimited prepaid Internet access is available for Canadian clientele. The product definition is, “We sell wireless products.” Product Identification Verizon Wireless is an establish organization founded in 1995. The company is headquartered in Bedminster, New Jersey (Bloomberg L.P., 2011). “Verizon Wireless is a trademark of Verizon Trademark Services, LLC” (Verizon Wireless, 2011, para. 11). Verizon is a well-known brand trying to establish a presence in Canada through product offerings and wireless data coverage in select areas. The organization has reinvented itself over