China Unicom Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: January 03, 2017

Marketing Strategy of China Unicom 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 China Unicom marketing mix, help the brand succeed.

China Unicom marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the China Unicom Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

China Unicom Product Strategy:

The product strategy and mix in China Unicom marketing strategy can be explained as follows:

China Unicom has products catering to various needs which are covered in its marketing mix product strategy:

• Personal and Residential products like

- Mobile TV, Mobile Internet, Mobile Music, Mobile Newspaper, SMS, SMS Extension Service, MMS, CRBT and wireless internet access are the main products of China Unicom.

-Basic Voice and value added services like basic fixed telephone service, caller ID display, simultaneous ringing, one number services, card services, voice call, “call for help”, fixed line payment and information services.

- Basic data and value added services like ADSL, LAN, IPTV, Videophone, Home Gateway, green surfing, Online digital printing, Broadband client service, e-key service, e-shield, Action game, HD Video, Online audio, Online education and online sports

-Extended broadband services to its residential customers

• Small/Medium Business products like Business Operator, Sales Butler and Broad Vision-Magic Eye are offered by China Unicom

• VIP Customer products like ICT Service, Call Center service, Broad vision video surveillance, Integrated Video Conferencing Services

• International Customer products like products, wholesale and roaming.



Image: flickr-photos/cliffano/


China Unicom Price/Pricing Strategy:

Below is the pricing strategy in China Unicom marketing strategy:

China Unicom pricing varies depending on whether it is a postpaid or prepaid connection.

Also within postpaid or prepaid it varies depending on internet packs, local or international minutes packs and even recharge packs and bill plans. The sim cards rates also vary depending on data package.


China Unicom Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read China Unicom SWOT Analysis, STP & Competitors

China Unicom Place & Distribution Strategy:

Following is the distribution strategy in the China Unicom marketing mix:

Having its headquarters in Beijing China Unicom mainly serves areas around it like Hong Kong, Macau and Taiwan. It is spread across China in more than 30 provinces.

It has its offices and outlets spread across the geography and has its reach through retail outlets as well.


China Unicom Promotion & Advertising Strategy:

The promotional and advertising strategy in the China Unicom marketing strategy is as follows:

China Unicom like any other telecom service provider spends heavily on advertising as a part of its marketing mix promotional strategy. They have excellent customer service available 24*7 which is available online as well as via text or calls. Besides this they have a customer’s club which has lounge services and express path at airports and railway stations. China Unicom is present on social media, local TV and print advertising their various brands and products.


Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of China Unicom.


People:

Over 200,000+ employees are with the China Unicom organization. The company has reached out to more than 250 million mobile subscribers alongwith 75 million broadband customers. Wiang Xiaochu is the Chairman and LI Fushen is the Director, Deputy General Manager and Chief Accountant. 


Process:

China Unicom has developed products which involve different sections of customers. They provide products to businesses, customer sand residents. All their presence on social media and offline provides a platform for users to connect all over the world. China Unicom also have a customer’s club with lounge services.


Physical Evidence:

China Unicom is mainly present in Asian countries. They provide excellent services to different segments of customers. They gain maximum revenue from their customers as they provide excellent customer service and club with lounge services. The various stores and the customer outlets are the physical evidences for the company along with the offices spread across geographies. Hence, this concludes the China Unicom marketing mix.


About China Unicom:

China Netcom and former China Unicom merged to form China United Network Communications Group Co. Ltd. in the year 2009.

China Unicom is ranked top in terms of revenues, customer base and market capitalization. It is one of the largest service provider in the world.

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.

Browse marketing strategy and 4Ps analysis of more brands similar to China Unicom. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.

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