Marketing Strategy of AT&T analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on AT&T marketing mix, help the brand succeed in the market. Let us start the AT&T Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in AT&T marketing strategy can be explained as follows:
The products that AT&T offer are the Mobility Service (they help to receive real time information which would help to accelerate the business like monitor inventory from the field, place orders on the go or allow machines to communicate), Cloud Service, Network Service (VPN, Ethernet, Wi-Fi, Internet Connectivity, Ring and Network Sourcing and Integration solutions), Internet of Things (help reaching the bottom line faster by making new business models, processes being automated, and operational efficiencies being improved.). AT&T also offers Enterprise Mobility Management (network security and device control, distribution, workspace management and the entire lifecycle of application development), Hosting Services (providing flexible, pay-as-you-go services backed by 38 enterprise-class data centre worldwide and enterprise-grade SLAs), Network Security (Products and services are designed to help cover up the resources your business depends on most and also providing you with the tools to detect and respond to threats), Voice and Collaboration.
This covers the AT&T marketing mix product strategy.
AT&T Price/Pricing Strategy:
Below is the pricing strategy in AT&T marketing strategy:
AT&T is one of the leading companies in the world, hence has a strong say in pricing. The pricing of the products and services are to be done very carefully as they are trying to sustain themselves in a very competitive market.
AT&T need to sustain themselves with the competitors so that they are not edged out in the market. Even though they are a brand itself but they should be careful of the new entries in the market. They have various segments where they have differentiated their pricing. AT&T have the plans which are customizable according to the type of user you are. They have various plans like voice, data messaging, mobile share advantage plans, manage your plan, data device plans, military & veterans discounts, bring your own phone, prepaid plans, the AT&T network, coverage viewer. Here the prices are set according to the people who are using the services and the amount they are willing to pay according to their usage. The annual revenue for the company is more than $70 billion, making it a very strong player in the telecommunications industry. This gives an overview on the pricing strategy in the marketing mix of AT&T.
Following is the distribution strategy in the AT&T marketing mix:
AT&T company has made a nice distribution channel. With its base spread all over the US, the company now has a great share of the market. It being the largest shareholder of the fixed line, AT&T are finding it easy to reach the customers with the networking services and other mobile services. Also giving the options of customizing the rates depending on the usage, they have breached a huge market share in the US.
The operations of AT&T are spread over 200 countries via several strategic partnerships.
AT&T Promotion & Advertising Strategy:
The promotional and advertising strategy in the AT&T marketing strategy is as follows:
AT&T does not need a promotion, as it is a word of mouth all over the US. They are one of the top players of the telecom industry. But promotions are done through various ways other than the stereotype process. AT&T have their online store which sells mobiles, accessories, other electronic gadgets which are being launched in the industry. This is how people looking for the gadgets are looking up online and finding out the different gadgets. AT&T sometime bundle their services along with the new items on display. This makes up for the promotion for the company which is already a household name in US. The company invests in advertising via various channels like online, TV, print media, social media etc.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of AT&T.
People are the backbone for any service industry and so it is true for AT&T as well. AT&T has more than 200,000 employees worldwide. Training, development and strong relationships with customers is something which is focused at AT&T. The employees are well trained to provide seamless services to over 100 million customers using their service.
AT&T is a leading telecom player worldwide. For telecom, the processes cover the various services offered i.e. the technology used, the data warehousing, processes to reduce overhead costs of providing telecom service. Also, customer service is a critical part of the business, which should have customer friendly service and less turn around time. These are some places where AT&T has excelled vis a vis its competitors.
AT&T has a strong global presence and has a strong physical presence as well. AT&T stores and customer care offices, corporate offices all have a good corporate culture to it. Along with that the sim-card, recharge vouchers all have the logo, brand name etc,, which helps the customer to be familiar with the services they are using. Hence, the marketing mix of AT&T is covered as above.
AT&T is the well-known American telecom Company, with its head quarter in Whitacre Tower in downtown Dallas, Texas. AT&T is the second largest mobile service provider in US, first being Verizon Wireless, and the largest fixed telephone service provider. The company’s foundation stone was aid when Alexander Graham Bell first invented telephone and now with the passage of time this has come to be the recognized as the face of innovation in the field of communication. The brand AT&T didn’t became famous overnight. The SBC (Southwestern Bell Corp.) started to make its presence felt in the market with a series of major acquisition like Pacific Telesis Group (1997) and Ameritech Corp. (1999). Attaining AT&T in 2005, SBC made AT&T a new global world leader. Now at present, AT&T has made it presence felt in almost all the spheres of the telecommunication industry.
They are the brand name people are associating with when they think of something like telecommunication and also innovation in the field of communication. AT&T service extends from mobility services, network services, Internet of things, to voice collaboration to application 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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