Published by MBA Skool Team, Last Updated: January 05, 2017
Marketing Strategy of Telstra 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 Telstra marketing mix, help the brand succeed.
Telstra marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Telstra Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Telstra Product Strategy:
The product strategy and mix in Telstra marketing strategy can be explained as follows:
Telstra is one the leading telecom players in Australia. Telstra has categorized its products and services based on the type of customers. The broader categories are personal, small business and Business & Enterprise. Under its personal category Telstra sells mobile phones, tablets, pre-paid mobile phones, nbn, bundles & broadband, TV music & movies, mobile broadband and smart home. Small businesses are offered Digital Office Technology, Broadband and NBN, tablets, Bundles, SIM only plans, mobile phones, fixed line telephone. Business and enterprise are provided with Internet of Things, collaboration, mobility and cloud services. This covers the product strategy in the marketing mix of Telstra.
Telstra Price/Pricing Strategy:
Below is the pricing strategy in Telstra marketing strategy:
Telstra adopts the strategy of competitive pricing in its marketing mix strategy and prices it products very smartly.
Telstra has made special pricing for the combo packages which includes broadband, TV, Movies and home phone. It prices its call rates and packages to cater to need of almost every consumer right from minimum cost of 420 dollars to 840 dollars per year. This scheme of pricing is easily accepted by the consumers as Telstra provides add on benefits like mobile data.
Telstra Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Telstra SWOT Analysis, STP & Competitors
Telstra Promotion & Advertising Strategy:
Following is the distribution strategy in the Telstra marketing mix:
Telstra makes attractive promotional offers such as doubling the data when the consumer buys through online platform. It also generates special offers especially at the time of Christmas selling the products especially the mobile accessories at a discounted price. As a part of its promotional strategy Telstra not only offers its products at discounted rate but also employs wi-fi hotspots to improve its visibility and create buzz amongst the consumers.
Telstra also makes smart use of social media platforms such as twitter and Facebook to promote its product offerings.
Telstra Place & Distribution Strategy:
The promotional and advertising strategy in the Telstra marketing strategy is as follows:
Telstra mostly uses various online platforms to facilitate the sale of its products and services. The prominent one is its websites which displays and provides information about its products such as the mobile phones, the call rates and various timely promotional offers it makes. It has a special desk to make the payment of the bills and make recharge online. It has large number of offline stores and also places wi-fi hotspots to helps it customer connect faster.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Telstra.
The CEO of Telstra is David Thodey and the company company employs 36,165 employees across the country to carry out its operations. The company has one of the excellent customer services. To improve the ease of availability of its services it has a smartphone app namely ‘Telstra 24X 7’ which enables the customer to manage its account at any point of time. To enhance the customer experience, it has a special option of crowd support which is an online forum which helps the customer in getting an answer for the question by experts.
Telstra offers and option of locating its store through its website. It also employs a customer forum to cater to the queries and requests sent by the customers. It provides online technical support for every product it sells and also provides an option to check the status of the query the consumer posted at a certain point of time. The company also has the facility of engaging in the customer service 24 X7 through the helpline.
Telstra has a Telstra Corporation Center situated in Melbourne, Australia which is its headquarter. It has a very interactive website which enables the sale of various product offering it makes. It also has various offline stores widespread across the country. It also releases advertisements in the public newspapers which forms the part of its physical evidence. Hence, this concludes the marketing mix of Telstra.
Telstra is an Australian company which is also the telecommunications and media company in Australia. The company was founded in the year 1975 and is headquartered in Telstra Corporate Center Melbourne, Australia. Telstra began as a part of the government and has then moved to private sector. The company has now been a completely privatized company. The focus of Telstra company is on its customers.
The CEO of the company is Andy Penn, Chair is John Mullen and CFO is Warwick Bray. Its primary company which was controlled by Postmaster's General department was founded in the year 1901.
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