Tips for LIME

In this post I'll attempt to provide a working guide for the management of LIME.  Now over the years, C&W has been to most an under performer in that they are most times late with new developments and have proven on countless occasions that their marketing team is comprised of individuals obviously out of touch with the realities of today. 

With that said, let me hasten to say that I do believe C&W/LIME can regain their glory as in the times when they had no competition by adhering to the following:

Extensive Research - this is extremely important and saves a lot of money down the road. I think most people can agree that C&W/LIME should have had their own fibre optic network throughout Jamaica before Flow. Back in the day, these guys on a quarterly basis reported mega profits, non of which (in my opinion) was used for research or the introduction of new technologies. They were downright lazy and did not seek to improve anything, why? no competition. After the liberalization of the telecoms sector C&W/LIME still didn't get it and continued to offer mediocre service, today they are still trying to play catch up and losing plenty of cash in the process. Tip Here - Be Proactive. 

Sensible Advertising - mentioning the name of your competition within your ads is to me free advertising for the competition. In addition every couple of months C&W/LIME seems to be conveying a different message, their slogans change so rapidly I sometimes wonder if its the same company. Maintaining one central message that is repeatedly displayed to customers is key to building a strong and profitable brand. Tip Here -  Maintain one Simple Message. 

Wear the customer's shoes - an intimate knowledge is most times needed in order to make more informed decisions. Stand outside the market, look at the picture from the eyes of the consumer. Is my company really better than the competition? if yes, how best can I relate the differences to the people who need to know? What are the strengths and weaknesses between all competing companies? how is all this viewed by the consumer? Tip Here - Be Neutral. 

It is possible for LIME to take the lead within their competing markets, it will take time, it will take work and possibly a new R&D and Marketing team.