China Mobile Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: February 20, 2017
Marketing Strategy of China Mobile 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 Mobile marketing mix, help the brand succeed.
China Mobile marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the China Mobile Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
China Mobile Product Strategy:
The product strategy and mix in China Mobile marketing strategy can be explained as follows:
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.
China Mobile Price/Pricing Strategy:
Below is the pricing strategy in China Mobile marketing strategy:
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.
Following is the distribution strategy in the China Mobile marketing mix:
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 Promotion & Advertising Strategy:
The promotional and advertising strategy in the China Mobile marketing strategy is as follows:
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 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.
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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