Bell is considering two marketing options for the Canadian launch of their internet-based video streaming service in the first quarter of 2012.
i. A "soft" launch using primarily public relations, which may include intro/kick-off events, at an estimated a cost of $7 million.
ii. A "full" launch, using a large number of multi-media communication vehicles and marketing tactics that are high-production creative and saturated frequency, at an estimated cost of $25 million.
Based on the information you developed in section 3 a), b), and c) (above) regarding the market and segment sizes, determine and justify which approach Bell should take in launching this product/service in Canada (i.e. soft launch with primarily PR for $7 million or a full launch for $25 million).
Using the information in this background document and your own research, identify and discuss in sentence and paragraph form the key market and financial issues that are relevant to this launch.