Ericsson Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of Ericsson analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Ericsson marketing strategy. There are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Ericsson.

Let us start the Ericsson Marketing Mix & Strategy:

Ericsson Product Strategy:

The product strategy and mix in Ericsson marketing strategy can be explained as follows:

Ericsson offers software, infrastructure and services by the means of information and communications technology (ICT) for, traditional telecommunications, telecommunications operators and Internet Protocol (IP) networking equipment, operations and business support services, broadband (mobile and fixed), cable television, video systems, IPTV and an extensive services operation which not only enhances the communication industry’s efficiency but also improves the ease of doing business by enhancing client experience and help in exploring new open doors. Product portfolio in the marketing mix of Ericsson is as follows:

1. Products: Application Enablement, Cloud System, Communication core, Infrastructure and components, IP Network & Transport, Operations & Business support, Radio system, TV & Media

2. Services & Solutions: Development and Maintenance of Application, Consulting and Transformation, Learning & Managed Services, Network Design, Roll-Out and Optimization, Systems Integration



Image: pixabay


Ericsson Price/Pricing Strategy:

Below is the pricing strategy in Ericsson marketing strategy:

In pre-globalisation era, Ericsson used to be the market leader but the scenario changed as the local companies grew, technologies developed and start up culture prevailed forcing Ericsson to reduce prices by reducing its expenditure to lure customers.

This has changed the marketing mix pricing strategy of the brand. Considering the strength and penetration of internet, Ericsson is now using internet for its operations which has opened doors for the local players from all over the world to collaborate and form a joint venture with Ericsson. The growth is increasing exponentially owing to the Ericsson’s fine R&D which facilitates the innovation of technologies and devices in a cost-effective manner.


Ericsson Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Ericsson SWOT Analysis, STP & Competitors

Ericsson Place & Distribution Strategy:

Following is the distribution strategy of Ericsson:

Ericsson started off in Sweden and soon expanded globally. In early 2000, Ericsson became a global leader and was providing one of the best in class services.

Ericsson’s 1st international venture was in the Russian market after which it expanded into UK which made several different countries to take up the technologies and services provided by Ericsson.

The extensive competition from Bell group and Automatic Electric in the US market put a cap on Ericsson’s success, making its presence in the market through 200 companies not so popular although its service and technology remained appreciable.


Ericsson Promotion & Advertising Strategy:

The promotional and advertising strategy in the Ericsson marketing strategy is as follows:

Previously Ericsson used to concentrate on mobile phone production but after companies like Motorola & Samsung started taking considerable portion of market share, it decided to focus on broadcasting and telecommunications business more.

Ericsson has significantly reduced its expenditure in marketing which earlier used to be a very huge amount due to change in the target audience. Earlier it was targeting the mass audience but now it has focused its attention to customer base which is only into business development. Hence, this gives an overview on the marketing mix of Ericsson.


About Ericsson:

Ericsson is a networking-telecommunications equipment and services MNC. It was founded in 1876 by Lars Magnus Ericsson and has its headquarters in Stockholm, Sweden. It is a research and development driven company, and employees 23,700 in its R&D department to achieve its goal of networked society.

Ericsson has total assets worth US$ 33.17 billion and a profit of US$1.58 billion. Ericsson is a global company with 110000 customers in 180 countries and holds over 39,000 patents, including many in wireless communications.

World’s 40% mobile traffic is carried over Ericsson’s network making it a global leader in providing ICT solutions. Ericsson maximizes customer value by continuous changes in its product mix.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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