Published by MBA Skool Team, Last Updated: January 05, 2017
Marketing Strategy of CenturyLink 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 CenturyLink marketing mix, help the brand succeed.
CenturyLink marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the CenturyLink Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
CenturyLink Product Strategy:
The product strategy and mix in CenturyLink marketing strategy can be explained as follows:
CenturyLink is a US based telecom company providing data and communication services. CenturyLink's product offerings involve high speed internet, home landlines, television services, mobile data as a part of its marketing mix product strategy. It brings about the variety in the product ix increasing its depth for example, it provides mobile data in different quantities like 2GB, 4GB, 8GB + 2GB, 24GB. Also in television services CenturyLink provides the option of Prism TV and Direct TV. It brings depth in its TV services by providing variations in packages like Prism package, Prism complete, and Prism preferred which has its individual benefits varying stepwise.
CenturyLink Price/Pricing Strategy:
Below is the pricing strategy in CenturyLink marketing strategy:
CenturyLink adopts economy pricing strategy to some of its items.
It also engages certain innovative pricing techniques to attract its consumer like one of its strategies offers service of 3 years for a single price. CenturyLink offers comb packs of high speed internet, home landline and direct TV services and sells as one of its premium package. It adopts various pricing policies for monthly and yearly subscription of its services. This gives the marketing mix pricing strategy of CenturyLink.
Following is the distribution strategy in the CenturyLink marketing mix:
CenturyLink promotes its products and services through its websites, newspapers and online marketing as well as social media marketing. It makes the user experience of the visitors by introducing tools like ‘find the new speed you need’ wherein the customer can choose the speed and have a comparative study of various other pricing options available.
CenturyLink promotes its product by portraying its safety, excellent reception, great coverage, ultimate security system and variety of availability of plan.
CenturyLink Place & Distribution Strategy:
The promotional and advertising strategy in the CenturyLink marketing strategy is as follows:
CenturyLink mostly sells it products through large number of stores widespread across the country. To help its consumers find the stores it introduces an option of ‘store locator’ on its website. It also provides an option of online payments through safe and technically advanced online transaction gateways. For to enhance the customer engagement the company also offers an installation service and free shipping over the selected products. It supply chain model management consists of typical chain starting from manufacturer, distributor and retailer.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of CenturyLink.
CenturyLink was started as Oak Ridge Telephone company owned by F. E. Hogan. It employs 43,000 employees through its various stores serving its customers. It offers excellent customer service through online platforms and also employs chat box, telephone and emails.
CenturyLink employs special technical staff to ensure the prompt technical support for various telecom services. It also enhances the customer experience by offering the free delivery for some of its products. CenturyLink tries to improve the customer engagement through various promotional programs for products like internet data and high speed internet by providing certain extra benefits to its loyal customers.
CenturyLink has its headquarter in Monroe, Louisiana, United States. It owns a very interactive website which helps connecting to its consumers and promote its products and services. It releases business cards, broachers. The company also has 55 data centres in various regions across North America, Europe and Asia Pacific which forms the physical evidence of the company. Hence, the marketing mix of CenturyLink is covered.
CenturyLink. Inc was founded in the year 1968, in Monroe, Louisiana, United States. The company was previously known as Central Telephone and Eletronics, Inc CenturyTel, Inc Century Telephone, Inc. Following AT&T and Verizon, CenturyLink is the third largest Telecommunications company in the country. The company is an Internet Service Provider and it operates as local exchange carrier which is member of S&P500 index. The clients of the company range from wholesale customers, business, residential customers, Government in 37 states.
Some of its subsidiaries are CenturyTel companies, Embarq, , Quest, Savvis,. The product basket of the premium packages involves electronic equipment like involves, DVD and HD service, set top box, Modem etc.
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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