Published by MBA Skool Team, Last Updated: March 25, 2017
Marketing Strategy of Sprint Telecom 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 Sprint Telecom marketing mix, help the brand succeed.
Sprint Telecom marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Sprint Telecom Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Sprint Telecom Product Strategy:
The product strategy and mix in Sprint Telecom marketing strategy can be explained as follows:
Sprint is one of the leading internet service and telecom company in America. Sprint offers such services as wireless voice, broadband services, messaging and long distance calling in its marketing mix. These services are offered under Sprint’s subsidiaries such as Virgin Mobile, Boost Mobile, Assurance Wireless Bands and several mother wholesale wireless networks to provide mobile wireless services. SprintLink is its backbone and is an Internet Service Provider of Tier 1 standing. It has also launched Ethernet over DOCSIS and Ethernet over Copper in 2016 in the Fiber Ethernet Offerings. Sprint also offers mobile devices, broadband for households, music, apps etc for the consumers.
Image: company website
Sprint Telecom Price/Pricing Strategy:
Below is the pricing strategy in Sprint Telecom marketing strategy:
Sprint has a wide portfolio and hence a wide price offering.
The offerings of Sprint are priced competitively and is spread over US and Europe. Its administration and cable maintenance is also chargeable at lower rates the benefits of which are passed down to customers. By slashing prices of its tariff plans by 50% and offering free internet services in some regions Sprint has acquired greater market share than some of its conventional competitors. This gives a brief understanding in its marketing mix which is dependent upon its competition & geography.
Sprint Telecom Place & Distribution Strategy:
Following is the distribution strategy in the Sprint Telecom marketing mix:
Its customers are multinational corporations, restaurant chains and governmental agencies as well as small and medium enterprises spread over 155 countries including continents of Asia, Australia, North America, and parts of Western Europe.
After merging with Nextel an executive headquarter was maintained at Reston Virginia but this was contributing to the post merger clash of cultures and therefore it set up its headquarters in Overland Park, Kansas but was acquired by the Japanese Softbank in 2013.In 1990s Sprint entered the Canada reselling long distance telephone lines which it had brought from domestic companies but could not start its own network under the regulations of Canadian foreign ownership.
Sprint Telecom Promotion & Advertising Strategy:
The promotional and advertising strategy in the Sprint Telecom marketing strategy is as follows:
Sprint Telecom has achieved great brand recognition through extensive usage of media and communications, branding exercises, sales promotions and advertising. After changing its name to Sprint Corporation in 1992, it saw a greatly increased brand recognition. It was because of the the hugely successful campaign called Candice Bergen “Dime lady” advertising. From 2016 Sprint broadcasted a TV advertising campaign to promote the reliability of its networks and being within 1% of its major competitor such as Verizon. For that it hired Palu Marcarelli, the acclaimed actor who had once acted for Verizon. This helped its brand recognition improve further
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Sprint Telecom.
Sprint, being a services company, focuses on its employees as well as customers. Being one of the largest operator of mobile network in US, it services approximately 60 million customers. Sprint Partners or Sprint rural Alliance members, use their equipment and act as carriers in rural regions as well as sell their services using the Sprint Spectrum for a royalty. It cares exceptionally well for its employees as it does for its customers by housing those working in the headquarters in a beautiful campus. Sprint has an employee strength of close to 30000. It also hires foreign nationals with the required qualifications and experience.
Sprint’s brand image is greatly helped by its continuous improvement programmes. It was also awarded the American Customer service award for the most improving brand from 2008 to 2012. Its Social media Ninjas is an employee engagement programme based on social media in which the ninjas are trained to promote Sprints services and products through their own networks by interacting with potential customers as well as posting relevant content. Sprint’s biggest physical evidence is its service offering, offices etc.
Sprint telecom has several business and customer focused services in its organization. In 1996 Sprint collaborated with RadioShack and in 1997 started offering communication services across US selling over 20 million mobiles through the RadioShack outlets. Customers can acquire services through outlets and even change or access services online. Hence, this throws some light on the marketing mix of Sprint telecom brand.
About Sprint Telecom:
A telecommunications holding company, Sprint is an internet service as well as wireless service provider based out of USA. Being the 4th largest mobile network operator in US Sprint commands a sizeable market share and has it origin in Brown Telephone Company, founded in 1899 which provided telephone services to rural regions near Kansas but sold this business and became a long distance service provider.
Before 2005, it was called Sprint Corporation but became Sprint Nextel Corporation after merging with Nextel Communications. After Nextel shut down in 2013 (after being acquired by Softbank, it came to be known as Sprint Corporation once again.
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