Deutsche Telekom Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: December 29, 2016
Marketing Strategy of Deutsche Telekom 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 Deutsche Telekom marketing mix, help the brand succeed.
Deutsche Telekom marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Deutsche Telekom Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Deutsche Telekom Product Strategy:
The product strategy and mix in Deutsche Telekom marketing strategy can be explained as follows:
Deutsche Telekom is known for its products and services that it offers to the people of Germany. Deutsche Telekom are the largest European telecommunication company. Their marketing mix product strategies are mainly classified into three parts taking into consideration of three stakeholders. For consumers, they have come up with cutting edge mobile communication along with best broadband experience. They also offer online services, TV and cloud products. For the business customers, they provide world class infrastructure for information and communication technology, services such as cloud and outsourcing along with network solution for many industries such as healthcare and energy industries. Deutsche Telekom also have products and services for partners and platforms such as infrastructure access. Addition to it, for innovative services provides platform and partnerships.
Deutsche Telekom Price/Pricing Strategy:
Below is the pricing strategy in Deutsche Telekom marketing strategy:
Deutsche Telekom has always tried to provide best products and services at minimum costs.
Since it is difficult to maintain the balance, still many experts consider it to be using high pricing strategy. Interestingly, Deutsche Telekom offers wide range of price points to their customer that mainly depends upon respective plans. They do offer discounts and advantages to its existing customers. There is massive competition in the market and the company feels the pressure of price cut. In some of the areas, they do have cut the prices of their services. In some of the areas, keeping the price level same, they have increased the number of services such as zero rated data services, early termination fees and many more. This gives a competitive advantage over others. This gives an overview of the marketing mix pricing strategy of Deutsche Telekom.
Following is the distribution strategy in the Deutsche Telekom marketing mix:
Deutsche Telekom is a German company headquarter in Bonn. But, Deutsche Telekom serves worldwide. It has more than 140 million mobile customers, more than 30 million fixed network customers and more than 17 million broadband customers. The list does not end here. Deutsche Telekom have 6 million TV customers. Apart from that, their products and services are present in 50 countries with its own network infrastructure in US, Europe and Germany. Partnering plays an important role for the company to expand their services. They collaborate with partners whether it is small or large those are present across the globe. Thus, it’s a win-win situation for both of them as partners benefit from the existing distribution channel and at the same time Telekom gets its work done.
Also, they have subsidiaries in 11 European countries such as Greece, Hungry, Poland and many more.
Deutsche Telekom Promotion & Advertising Strategy:
The promotional and advertising strategy in the Deutsche Telekom marketing strategy is as follows:
Deutsche Telekom is one of the leading telecom companies and it is very important for any telecomm company to promote and advertise in order to increase the awareness among the people. Telekom do use many mediums to promote itself. They were the first official partner of FIFA 2006 world cup. In Germany, they spent lots of money to promote sport and music. Deutsche Telekom also sponsor clubs and events in Germany. They are the main sponsor of Bayern Munich. They have come up with own event named Telekom cup where top German teams compete with each other. Apart from sponsors, they also support youths and disable people in collaboration with German Disability Sports Association. They also have presence over social media platforms such as twitter, YouTube and instagram. Thus, in this way increase your public awareness and strengthen you customer loyalty.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Deutsche Telekom.
Deutsche Telekom has its headquarters in Bonn, Germany and most of the operation takes place from here. They have their presence in Germany from the beginning and hold almost all internet access of individuals and businesses. However, they have shares in other telecomm companies such as in Slovak Telekom, Magyar Telekom. They also run International Carrier Sales and Solution which is the wholesale division.
Deutsche Telekom has always considered its customers and employees as the most important element for its growth and success. They have always had a fair approach towards customer’s needs and wants. Also they have numerous benefits and incentives for its employees such as pension scheme, sick pay travel pass and many more. Continuous interaction between employees and customers make the experience better and better.
Deutsche Telekom provides its services through the world. It has physical presence in whole of Germany. Further, they have shares in various telecomm companies that increase their presence worldwide. Annually they come up with annual reports along with quarterly reports. This concludes the marketing mix of Deutsche Telekom.
About Deutsche Telekom:
Deutsche Telekom commonly known as DT is a telecommunication company which has headquarter in Bonn, Germany. It was founded in the year 1996 when Deutsche Bundespost was privatised from the monopoly of state owned. German government has a share of 14.3% in company’s stock though direct mode as well as 17.5% through government banks, thus Federal republic of Germany as the owner of the company. Deutsche Telekom is listed in Euro Stoxx 50 stock market index. Currently it has manpower of around 2, 26,000 working worldwide. The main aim of the company is to become the market leader in the industry that it operates. Even the slogan of the company “Life is for sharing” suggests the intent of the company in coming future.
Currently the CEO and chairman of Deutsche Telekom is Timotheus Hottges. Let us see the marketing mix of the company that will give us a better understanding.
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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