Amena.com is a living example of an excellent brand reputation. Since it was launched its positioning hasn´t changed (despite two factors: the product was not good at all and even worse, the consumer knew it). Indeed, that may have been the reason for Orange choosing old amena brand positioning for launching its new (year and a half old) product: amena.com
The target market is pretty interesting: Techy people who know the mobile industry and the services provided for each operator but with no money to pay for an Iphone 5 (or at least, not willing to pay that much) There is a nice niche market there 🙂
The launch of the brand was also amazing. They decided to do it totally online. Why?
- Because the target is people between 20 and 45 years old, always e-connected,
- The service is available only on line,
- The product itself aims at being 100% online.
BUT the marketing campaign didn´t work. Once again, a lesson learnt: careful when focusing only online foregetting the offline.
This is a short explanation about the positioning statement included above to clarify how amena.com makes you feel and what amena.com does for this wise consumer:
Amena.com offers consumers the most competitive rates for the service they are getting and with the technical support of an operator: Orange. Besides, the service and the conditions are online so that it gives the consumer transparency.
Having no permanence contract, the consumer has the power of decision on his hand. Once you register on the service, you can decide when you want and at no cost whether or not to write off your contract depending on your consumer experience.