Published by MBA Skool Team, Last Updated: December 21, 2016
Marketing Strategy of Orange 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 Orange marketing mix, help the brand succeed.
Orange marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Orange Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Orange Product Strategy:
The product strategy and mix in Orange marketing strategy can be explained as follows:
Orange offers fixed and mobile services, internet and television to consumers and businesses around the world. These services are a part of its marketing mix product strategy. The groups fixed-line telephony service comprises wholesale naked asymmetric digital subscriber line (ADSL) access to third party internet service providers, wholesale contracts and unbundling. The online, internet access and multimedia services include fixed and mobile services, internet protocol (IP) telephony services, and television services by ADSL and satellite and broadband services. Under the internet portals and advertising management business the group operates Orange.fr an internet portal which is available on web, mobile and tablet.
Orange offers its services to businesses under the brand name Orange Business Services (OBS). OBS offers its services under three categories
1. Telephony (traditional and IP) and audio conference services;
2. Network offers –mobile and fixed-line connectivity, data transfer, hybrid networks, fixed-line and mobile convergence offers;
3. IT and integration solutions - unified communication and collaboration services, IT / Cloud solutions, managed and integrated or Cloud security solutions covering infrastructures and users, consulting and customer services (analysis of needs, solutions architecture, deployment and installation support, user training, administration of services and solutions)
Orange Price/Pricing Strategy:
Below is the pricing strategy in Orange marketing strategy:
Orange has a strategy to offer simplified pricing structures.
Orange has competitive pricing with main competitor being Bouygues Telecom, Iliad SA and Vodaphone. Orange is said to have engaged in a price war with these competitors continuously decreasing prices. To keep up with these challenges Orange has invested in innovation and reducing costs. Orange has different packages targeting different customers which include low priced, corporate, premium among others. In Poland the company used uniform price strategy for TV bundles and high speed services. A single price was introduced across all three speed options. In Belgium the prices are in line with other European counterparts.
Orange Place & Distribution Strategy:
Following is the distribution strategy in the Orange marketing mix:
Orange has a wide distribution and customer relationship network as a aprt of its marketing mix distribution strategy. In France they have a network of retail stores throughout the country which provides easy access to customers. It had 517 directly owned outlets which include 21 flagships, 5 smart stores, one mega store and 300+ exclusive partners. Orange has 350 outlets in the multioperator network. Orange also has digital channels. It has an online store called Orange.fr. Here customers can view the various device, broadband multimedia, internet and mobile offers available and order them directly online. These services will then be delivered to their home. Orange is in the process of ramping up this channel with the launch of sosh online only offers. Orange has different customer centers which are dedicated to the type of services being marketed
For business sales Orange has a large sales force. For professionals and small businesses orange has network which comprises of sales personnel dedicated to customers based on portfolio. Telemarketing which informs, advises, promotes and sells services and also update them on their orders. For large businesses Orange has a separate sales team. This team works closely dedicated sales teams work in closely with customers to understand their needs in pre-sales and also during and after sales to ensure high quality and reliable delivery. Companies can also use the digital channel to manage contracts and place orders.
Orange uses international partners to provide services to customers where geographically it does not have a reach.
Orange Promotion & Advertising Strategy:
The promotional and advertising strategy in the Orange marketing strategy is as follows:
Orange uses aggrieve marketing strategy and simplified offers to remain competitive. Orange implements its strategy through targeted marketing. In Poland Orange has used intelligent marketing techniques to better understand customers and maximize sales. In Ivory coast Orange promoted ADSL sales through launch of offers such as one citizen, one computer, one Internet, flash promotions, and ADSL promotion on Parents’ Day. Employees are trained in marketing for both retail and business customers. The Marketing Business School programme was implemented to develop and upgrade online marketing and also deals with the challenges faced. Orange directly markets its services through its direct stores.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Orange.
Orange has direct retail stores as well as exclusive stores these will serve as physical evidences. Orange has strong digital channel and its website provides information about all services and customers can place orders online. Orange has direct sales force which will interact with customers and bring down the intangibility of the services. The company offices and marketing material used by the sales force also brings down the intangibility.
Stephane Richard is the Chairman and Chief Executive Officer. Orange employees 156,000 employees and emphasises training and development for its employees. Along with low price, extensive services customer service plays a very important role in Orange’s strategy. Essentials2020 is the plan introduced to maintain strong customer relations, focus on customers’ expectations and ensure the best digital and broadband services
Orange continuously streamlines and improves its processes to bring down cost and improve efficiency. The New Operating Model project was launched to this effect. It aims to streamline and automate process, optimize the IT expenses and felicitate commercial initiatives. Hence, this summarizes the Orange marketing mix.
About Orange S.A.
Orange is large multinational telecommunications company. It is a French company with operations in 28 countries mainly in Europe and Africa. It had a revenue of 40 billion euros in 2015. It serves 263 million customers worldwide with 150,000+ employees.
The group has 200 million mobile customers and 18 million fixed broadband customers. Orange also provides telecommunication services to business clients under the brand Orange Business Services.
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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