Problem: I am writing a paper about the new merger between XM Radio and Satellite Radio. I need to come up with a marketing plan and I am having some problems with the following areas. I am supposed to be a CEO/CMO.
1. Who uses our product and how do we create value? how is it measureable?
2. What is the life time value of our customers. What can we do in terms of customer acquisition and retention?
3. What is our Net Marketing Contribution and each of its components?
4. How do adoption forces, both customer and product, affect the adoption rate for our services? What can we do about them?
5. Should we keep the Sirius brand? Or XM? Combine them? Launch a completely new one?
6. What should the price be? and should we do add ons.