China Mobile Marketing Mix (4Ps) Strategy

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Marketing Mix of China Mobile analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the China Mobile marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the China Mobile Marketing Mix:


China Mobile is one of the leading Chinese telecom brands. Services such as internet, voice calls, messaging and mobile emails form the backbone of its product portfolio in the marketing mix of China Mobile. China mobile also earns revenues from Voice Services and several Value added services. High quality connections for domestic calls, international calls, inter provincial roaming and international roaming are some of the key strengths of the product mix of China Mobile which they offer over GSM (2G), TD-SCDMA (3G) and TD-LTE (4G) networks. Other than basic calling services China Mobile also offers caller identity identification, call waiting facility, mailbox for voice calls, conference calling and call forwarding.

Image: Wikimedia


The pricing strategy in the marketing mix of China Mobile is different for its sub-brands. Adopting different strategies for its three brands, namely M-Zone, GoTone, EasyTown, affordable price is the most prominent differentiator for mass markets because of the high degree of competition China Mobile faces. Easy Town has lower rates because it focusses on mass markets rather than niche. On the other hand entertainment related services are provided by M-Zone and are priced slightly higher. The third brand, GoTone caters to business needs of consumers and are therefore priced accordingly higher.


With international roaming services covering close to 231 countries and GPRS services in 161 countries, China Mobile is the largest telecom service providers. With special focus on rural markets within China and also in under developed and developing countries, China Mobile also has the worlds largest consumer base of telecom services users. The consumer base in Mainland China exceeded 826 million.


China Mobile puts a lot of focus on marketing. Improving the brand awareness through various advertising campaigns which promote the products and services offered by China Mobile is achieved through carefully planned promotions. High quality high definition advertisements as well as well as CSR activities which revolve around uplifting the brand image of China Mobile as a value proposition which is also socially aware company. Promotion of bundle packages for internet services and voice calling in rural areas (since urban markets are almost fully penetrated) remains a top agenda for China Mobile and a key strategy for boosting revenues. Hence, the promotion strategy in the marketing mix of China Mobile is comprehensive and uses all verticals of marketing.

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


With an employment of more than 400,000+ people, the people strategy of marketing mix of China Mobile basically focuses on a trained workforce delivering value and service to the customers. Specific teams are also organised and authorized to execute tailor made solutions for informational needs for specific industries such as the police, transportation sector, governmental and educational sectors etc. A robust team of employees also helps deliver on the distributional needs of China Mobile. For corporate customer businesses dedicated teams are allotted and maintained. A very high quality customer care service department serves the diverse needs of present and future customers and addresses technical, transactional and informational needs.


China Mobile has several processes in place for smooth business operations. Processes for the inception, testing and final launch of each of the services offered by China Mobile goes through stringent process checks and requirements. These include steps starting with a pilot or trial to structural design and goes on to advertising and marketing research and then finally project approval. Since China Mobile is a government held company it also benefits from the protectionist policies and the intervention of government.

Physical Evidence:

Physical evidence for China Mobile includes banners, posters, signs, punch lines as well as the layout and ambience of mobile stores. This extends further to the quality checks imposed on customer care services which includes politeness, technical knowledge and communication skills. Stringent quality norms for telecom services to reduce call drops and ensuring better connectivity even in remote, far-fetched regions go a long way in making Chine Mobile a reliable service provider. This gives an overview on the marketing mix of China Mobile.

About China Mobile:

A mobile services company owned by the state of China and operating in more than 31 provinces, China Mobile is a major mobile company offering such services as a wide range of telecommunication After a capital infusion of 2.5 million $ in the year 1997 and another $600 million in 2004. China Mobile has a user base which is the largest of any telecommunications company in the world. Originally known as China Telecommunications (HongKong), China Mobile is the leading company providing communications services in China. China Telecom and China Unicom are its major competitors.


Browse 4Ps Analysis of more brands and companies similar to China Mobile Marketing Mix. The Marketing Mix section covers 4Ps and 7Ps of more than 300 brands in 2 categories.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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