Published by MBA Skool Team, Last Updated: December 07, 2016
Marketing Strategy of Telenor 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 Telenor marketing mix, help the brand succeed in the market.
Telenor marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Telenor Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Telenor marketing strategy can be explained as follows:
Telenor offers range of Telecom services in many countries. Telenot has range of products to offer like IPTV, Fixed Line, Internet, IT services, Mobile Telephony, digital television. Telenor is in mobile and ADSL market. It has also been in Scandinavian broadband and TV. Before it was taken over by Vizada, it provided range of services like voice, data, television, satellite communication. They also provide infrastructure for maritime radio communication under Telenor Maritime Radio. They also provide water meter reading and some of the machine-to-machine communication technology under the name Telenor Cinclus. This covers the product strategy in the marketing mix of Telenor.
Telenor Price/Pricing Strategy:
Below is the pricing strategy in Telenor marketing strategy:
Telenor has undertaken market penetration pricing in its marketing mix since its beginning.
They bundled their services to garner higher profits. Telenor have been offering huge discounts to attract customers. They also offer Telenor to Telenor free calling to anchor customers to the bike they buy. This type of pricing gives a huge boost in acquiring and serving customers, and impacts the margins of Telenor postively.
Telenor Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Telenor SWOT Analysis, STP & Competitors
Telenor Place & Distribution Strategy:
Following is the distribution strategy in the Telenor marketing mix:
Based in Norway, Telenor operates in 29 countries across the globe. It has its own network in 12 countries. The Telenor services are sold through small retail shops where other service providers provide their services. Their services are also sold through the mobile phone sellers. The countries in which Telenor operate mostly growing economies with huge potential.
These countries include India, Bangladesh, Pakistan, Thailand, Serbia, Malaysia.
Telenor Promotion & Advertising Strategy:
The promotional and advertising strategy in the Telenor marketing strategy is as follows:
Telenor promotes itself through excessive advertisement campaigns. Telenor used taglines like “Pay less, talk more.” They also boast of being the cheapest in their ad campaigns. They also use the mode of Radio, TV, conducting events to promote. They also increase their visibility through hoardings, bill boards and print-ads. They also sponsor events to reach out to maximum customers. All the places where the visibility is going to be the highest are heavily bombarded with Telenor advertisements that use taglines like “Life Full, Paisa vasool” in India.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Telenor.
Telenor's work is employee intensive and the company’s performance is thus lies on how the employees perform. Telenor has 35000 plus employees. Thus the company takes special care in building a good relationship with the employees. They try to delight the employees. Telenor's workforce is dedicated and enthusiastic. They are rewarded based on the achievements to keep them motivated.
The process adopted by Telenor for the customer is made easier through websites and service outlets. The registration involves filling of forms and submitting copies of identity proof. The process is made simple through the customer care service. The customers have to dial the number and they are assisted over the phone. From activating a new number to Mobile number portability.
Telenor has its presence through its service outlets. The SIM cards also provide the company a physical evidence. The website is also a way through which the website has a physical presence. The recharge vouchers is an evidence of the company has its presence. This covers the entire Telenor marketing mix.
Found in 1970, this Norway based telecom multinational is world's largest telecom companies with its presence across Asia, Scandinavia and Eastern Europe. Telenor has ownership of network in 12 countries. In Norway it offers full set of telecommunication services that includes mobile network, fixed telephony as well as internet services. In India it has reach over 50 million loyal users in terms of internet and telecom usage. Under its campaign "Internet for all" it strives hard to felicitate connectivity and easy availability of mobiles for remote and rural communities across the nation. It has also come up with an innovative and attract scheme of offering life insurance over every recharge.
Telenor along with Q-Free is going to be the first one in Norway to start using the Narrow band Internet of things technology. In order to reduce the environmental damage, Telenor now chooses its new equipment that consume lesser energy.
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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