Verizon has made headlines this week, from announcing the departure of Chief Marketing Officer Diego Scotti after more than eight years at the company, to the telecommunications giant rolling out a new, flexible plan called “My Plan.”

But there's one strategic move by Verizon that hasn't been as widely discussed: the Verizon Value organization. The company created the group late last year to house its pre-paid brands—such as Visible, Total by Verizon, and others.

Pre-paid plans tend to be geared toward budget-conscious shoppers. But as Cheryl Gresham, CMO and VP marketing for Verizon Value, discusses on the latest Marketer's Brief podcast, Verizon is targeting each value brand at different consumer segments. 

Gresham, who previously served as the CMO of Visible,  joined Verizon Value in December, one month after it was created.

Verizon Value's goal is to ensure “that we are serving the needs of all of our different customer targets and segments,” she said.

With so many similar brands under one umbrella, there's an inherent cannibalization risk. Part of Gresham's job, then, is differentiating between all the different “Verizon Value” products.

For instance, Visible is a direct-to-consumer digital wireless carrier founded in 2018.

“Visible, that consumer segment for us is usually somewhere around a millennial, maybe a little bit older, a little bit younger, they're very digitally savvy. As I always say, they do not need a 1-800 number and they do not need a store to get wireless service,” she said.

Total by Verizon is a pre-paid wireless retail brand under Verizon. It is “something that we are going to be rolling out in stores in the future this year and beyond,” Gresham said, adding that Verizon Value is “very aware” of the potential for cannibalization and that they want to do a good job of avoiding it.

“The good news is there's a lot of people who need wireless plans,” and a lot of them have very different needs as consumers, she said.