Bouygues Telecom: Winning Gen Z: Designing a Mobile and Internet Offer for18-26 Year Olds

This case study explores the challenges Bouygues Telecom encounters in winning over Gen Z in France, with a particular focus on 18 - 26-year-olds. The case study gives students the opportunity to design a mobile and internet offer for one of France's top 3 players in the operator industry. Students should design an offer proposal that encompasses both product and pricing strategies as well as an effective go-to-market plan should be supported by market research and competitive benchmarking.
The case study delves into the French telecoms sector whilst laying out the different players in the different markets. Students learn about the way in which the French telecoms market is divided in terms of players and products. The case study focuses on France's telecoms Market A, the players and the product offers available to the Gen Z market. The case study then clearly highlights the objectives of Bouygues Telecom with Gen Z for Market A through their offer B.iG.

Manage a digital product management project whilst keeping the client in mind.
Understand the role of market research in designing product offers and pricing.
Explore how product offers and prices are designed through thorough competitive benchmarking
Explore how new product offers are communicated using competitive benchmarking
Design a new product offer with pricing
Design a go-to-market strategy for a new product off

French telecoms sector, digital marketing, digital offer, digital service design, digital marketing.

Graduate students studying digital and product marketing as well as project management.

Wireless telecommunications activities

Duration: 1 semester, "Fil rouge" case

Année de la problématique : 2026

Livraison : Livraison par lien de téléchargement

Nombre de pages : 14