Time Warner Cable Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: December 07, 2016
Marketing Strategy of Time Warner Cable analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Time Warner Cable marketing mix, help the brand succeed.
Time Warner Cable marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Time Warner Cable Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Time Warner Cable Product Strategy:
The product strategy and mix in Time Warner Cable marketing strategy can be explained as follows:
Time Warner Cable company has 3 operating segments: Residential, Business and other operations.
Time Warner Cable provides video, high-speed data and phone services to residential and business customers. It also provides cell tower backhaul services to wireless carriers. Through its through its NaviSite subsidiary it offers enterprise-class hosting, managed application, messaging and cloud services. The company has an advertising arm called Time Warner Cable Media which offers advertising solutions to companies ranging from local to national.
Time Warner Cable offers different packages of video and music services. The cable service portfolio includes over 300 channels including 200 high definition channels. Video on demand include over 20,000 choices. Time Warner Cable provides advanced services such as video-on-demand, digital video recorder (DVR) and Start Over services. Time Warner Cable has tv apps compatible on various devices such as Apple, android smartphones, kindle, Xbox 360 as well as personal and mac computers. These apps provide about 300 channels for live viewing and over 7,000 hours of video-on-demand.
The Time Warner Cable provides high speed data services such as email, PC security, parental controls and online radio. The company provides unlimited and long distance calling in its voice services. Areas covered are North America, Hong Kong and China.
IntelligentHome is the company’s security system which allows customers to monitor their homes via cameras and remotely arm or disarm the security system. The system can also do functions such as controlling light and heating.
Time Warner Cable provides a range of services such as video programming tiers and music services for specific industries such as industries such as hospitality, healthcare and education. TWC offers its data customers of managed and cloud services such as managed network security, static internet protocol (IP) addressing, domain name registration, online backup, hosted Microsoft Exchange and SharePoint web hosting services etc.
Cloud solutions such as Infrastructure-as-a-Service (IaaS), Desktop-as-a-Service (DaaS), customized managed hosting, managed application, messaging solutions among other information technology (IT) solutions and professional services various businesses. All these cover the product strategy in the marketing mix of Time Warner Cable.
Time Warner Cable Price/Pricing Strategy:
Below is the pricing strategy in Time Warner Cable marketing strategy:
Time Warner Cable has different offering and therefore prices depend on the product offering customers choose.
Residential customers pay monthly fees according to the video package they choose. Customers can choose premium packages and pay extra fees for them. The company gives discounts to encourage purchase of multiple packages and services. Thus Time Warner Cable has a varying pricing strategy in its marketing mix based on offering service and competition.
In high speed data services also Time Warner Cable provides different packages which cater to different requirements of the customer. The price depends on the range of speed and amount of data offered. Time Warner Cable provides low price data offering called “Everyday Low Price” in which subscribers can access TWC Wifi hotspots and cable for a fee. Time Warner Cable provides unlimited calling among other services throughout North America, China and Hong Kong, for a fixed monthly fee. Time Warner Cable also offers a number of local, state and international plans. One such plan is the Global Penny Phone in which customers can call over 50 countries for one penny a minute. Another plan is the International OnePrice Plan in which customers get 1,000 minutes per month to call over 100 countries. TWC also has phone apps using which customers can access their phone homes over wifi or data connection with no additional charge. Voice zone is a free web portal which allows customers to use services such as caller ID on PC, block calls, and download emails and messages.
Following is the distribution strategy in the Time Warner Cable marketing mix:
Time Warner Cable has a network of nationwide fibre, regional and metro rings and last mile connections to customers. It delevers its video, data and voice through this network. Central content is sent through fibre optic cable to regional origination points from where distribution nodes use coaxial cable to deliver the signals to homes and businesses. The regional and metro rings provide connectivity among the headends within a specific geographic area. Time Warner Cable has invested to increase the number of customers directly connected to the fibre network. The company works to improve its reliability and customer satisfaction. Time Warner Cable increased internet speeds in many parts such as New York, Texas to up to 300Mbps during 2014. Time Warner Cable is stopping its analog distribution and going digital. Digital distribution allows TWC to distribute high speed data and other services.
TWC provided customers with improved set top boxes and enhanced modems to increase availability of WiFI and high speed data.
Time Warner Cable Promotion & Advertising Strategy:
The promotional and advertising strategy in the Time Warner Cable marketing strategy is as follows:
Time Warner Cable has an online customer care team which uses all forms of social media such as email, facebook to help customer’s antitime on any device. TWC engages customers by having events and competitions in which customers can take part. One such event was the TCM Classic Film Festival. Another participatory promotion was the launch of a DVD to Blu-Ray in which customers were asked to select over 50 movie titles to upgrade. Time Warner has a toll free customer care number. It provides special promotion codes and discounts to customers who buy multiple packages.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Time Warner Cable.
Time Warner Cable has over 31,000 employees. TWC supports diversity in its workforce and has plans for, workforce diversity development and workplace inclusion. Time Warner Cable served 578,000 businesses with high speed data services as of 2014.
Time Warner Cable has many offices worldwide as its physical presence, TWC website all information about the company. This includes products and services offered, financial data, management strategy as well as other news. Since it offers a service reaching out to ever household, its physical evidence is always judged by its customers.
Time Warner Cable's nationwide agent channel allows services to be deployed across all consumer markets. The benefits of this are one set of price points for one set of products. TWC has streamlined its operations focusing on creating and distributing content. Time Warner Cable provides continuous training to its employees. It also emphasises on being environmentally responsible for example it partnered with Canon Business Solutions to provide training on environmentally friendly use of printers and copiers. This covers the marketing mix of Time Warner Cable.
About Time Warner Cable:
Time Warner Cable is an American cable and internet company. Time Warner Cable was purchased by Charter Communications in May 18 2016. Time Warner Cable operates in 29 states in the US. It was ranked the second largest cable company by revenue in 2012. Time Warner Cable besides cable provides high speed data, phone and voice services.
It caters to both residential and business customers and has about 14.5 million residential customers and 687,000 business customers. The company earned revenues of $22,812 million as of 2014 an increase of 3.1%.
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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