NTT (Nippon Telegraph and Telephone) Marketing Mix

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Marketing Mix of NTT (Nippon Telegraph and Telephone) analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the business & marketing strategies of NTT (Nippon Telegraph and Telephone).

Let us start the NTT (Nippon Telegraph and Telephone) Marketing Mix:

Product:

NTT is one of the World’s largest Information and Communication Technology Company. It comprises of select group of technology companies.

NTT group has a wide range of product portfolio as a part of its marketing mix product strategy. It operates in the following businesses.

• Regional Communication Businesses: NTTEAST & NTTWEST

• Long Distance and International Communication Businesses: NTT Communications Corporation & Dimension Data Holding Plc

• Mobile Communication Businesses: Docomo

• Data Communications Businesses: NTT Data Corporation



Image: flickr-photos/itupictures/


Price:

NTT follows different pricing for different businesses. For Mobile Communication Businesses it follows competitive pricing strategy in its marketing mix. This industry comprises of many competitors and there is always price wars going on. The consumers prefer least prices and better services in this industry. For other businesses, priority is given on better cost management so that prices are kept minimal.

NTT Data pricing consists of 4 modules:

• Sales Price Management

• Competitive Positioning Analysis & Simulation

• Sales Price Optimization

• Promotion Checks


Place:

NTT Docomo stores are present across the globe where the customers can buy Docomo sims, recharge packs and use other related services. NTT Data has an online store from where customers can purchase various offerings. NTT Docomo offerings are also available at other mobile selling retailers across the cities and towns of the globe. The focus is on making the offerings available at majority of the retailers in order to not lose any sales.


Promotion:

NTT Docomo comes out with creative ads on TV, radio and Print media. It launched a creative ad campaign during its launch in India focusing on lesser prices and better services. It mostly targeted the youth of the nation. NTT is excessively engaged in Search Engine and Social Media Marketing. It comes with loyalty programs to retain the existing customers. Is offers special discounts and offers periodically to increase demand and hence sales. It has banners and hoardings at various mobile retailers to increase visibility and hence top of the mind recall. Hence, the promotional strategy in the marketing mix of NTT is comprehensive and covers all aspects of branding.

The theme for NTT data is “Data for People” which focus on benefits of technology applied to everyday lives of their clients and customers.

Sponsorships:

• Chip Ganassi Racing Team’s #8 NTT DATA Chevrolet in the 2014 Indy Car Series.

• Open Championship tournament in professional golf.


Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of NTT.


People:

NTT Group employs highly professional and skilled employees. The total strength is around 240000 employees across the globe. These employees come from diverse backgrounds and are highly motivated to bring out their best to the organisation. Special rewards are given to outstanding employees and special retain programs and benefits are held to retain highly skilled employees important to the organisation. Employees are motivated to come up with new ideas and innovations in the fast changing technology world. With the skills, motivation and diversity, the employees at NTT group work together to provide best service to their clients. Hiroo Unoura is the current CEO of the company.


Process:

Being one of the biggest telecom company in the world, NTT has one of the best IT infrastructure. All the processes are automated and updated with the dynamic industry. In case of NTT Docomo, people can go to the store and easily get the SIM and other offerings just by showing relevant documents as a proof. The service gets activated within no time.


Physical Evidence:

• State of the Art Offices

• Highly modernized stores

• Latest Technology and up to date with the evolving technology

• Excellent packaging

• Bills and invoices

• Various modes of payment.

Hence this covers the entire NTT marketing mix.


About NTT Group:

Nippon Telegraph and Telephone group is a Japanese telecom company headquartered in Tokyo. NTT is ranked among the top Fortune Global 500. It was founded in 1952. NTT is present in 87 countries and regions and has a network coverage in 196 countries. Its total revenue is $95 Billion.


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