Published by MBA Skool Team, Last Updated: December 18, 2017
Marketing Strategy of Telia 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 Telia marketing mix, help the brand succeed in the market.
Telia marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Telia Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Telia marketing strategy can be explained as follows:
Telia offers a wide variety of telecommunication services and is a leading supplier in the Swedish telecom market. It offers its services to businesses, consumers as well as organizations. Their core business of Telia as a part of its marketing mix product strategy is to provide better communication opportunities to their users through mobile and broadband communication services. It has three major business areas which are mobility services, broadband services and Eurasia. Telia company’s aim is to help users communicate in an easy, efficient and an environmentally friendly manner and their ambition is to become the leading operator in all their markets by providing the users with high quality networks and cost-efficient operations.
Telia Price/Pricing Strategy:
Below is the pricing strategy in Telia marketing strategy:
Telia creates shareholder value by delivering services in a cost efficient and sustainable manner which leads to improved profitability and strong cash flow.
It resorts to a non-competitive pricing strategy which means that it does not price the value of its services in accordance with the other competing brands prices. Telecom companies like Telia make money by selling calling minutes, SMS and other value added services like caller tunes, alerts etc. They are also shifting to data services in the form of 2G, 3G and 4G services which adds to the revenues. Voice calls are also a major contributor and one of the largest revenue sources for telecommunication companies
Telia Place & Distribution Strategy:
Following is the distribution strategy in the Telia marketing mix:
Telia Company has its roots in Sweden and Finland but it stands firmly in all the Nordic and Baltic countries as well. It also has emerging markets in Eurasia including Russia, Spain and Turkey. The company has subsidiaries from the Nordics all the way to Nepal with 72.5 million subscriptions as of 2013, and 116.5 million subscriptions in their associated companies which are mainly in Russia and Turkey. Telia has consistently invested in its infrastructure, people and know-how for offering services of superior quality. As a result, the company has now expanded in international markets and has the asset of the extensive experience that it has gathered from working on over 500 projects that combine multiple core functionalities and disciplines and complex navigational goals. From Norway to turkey, the company is present in Azerbaijan, Finland, Denmark, Georgia, Estonia, Lithuania, Uzbekistan and Kazakhstan.
Telia’s core business of providing well- functioning and hassle- free connectivity is accessible anywhere whether at work, home or on the go.
Telia Promotion & Advertising Strategy:
The promotional and advertising strategy in the Telia marketing strategy is as follows:
Telia Company resorts to new and inventive measures to promote their brand. The needs and demands of the more sophisticated consumers leads to innovation by the company by exploring new opportunities and venturing into services close to their core business. Telia widens the scope of its business through streamed TV and music, financial services, e-healthcare solutions and the internet of things. In 2015, the company invested $115M in Spotify. It was the first carrier to partner with Spotify for broadband and mobile subscriptions along with bundled music offerings. Both companies committed resources, staff and other assets to ignite joint innovation within areas such as data analytics, consumer insights, advertising and media distribution. Also, to enhance the ability of achieving growth in its core business and promoting the brand, Telia has adopted a process of refocusing its operations from a technology driven approach to more of a customer driven approach. For this, it benchmarks the top players in the European service industry like airline companies, hotels and restaurants instead of other mobile operators.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Telia.
Telia’s physical evidence can be measured through its extent of reach in the small parts of the countries where its services are offered. The speed of the data services and the overall user experience form a part of its physical evidence. Telia company offers value added services to customers for free trial for a limited period as a part of creating tangibility. Advertising, hoardings, events and public relations also help building the physical evidence.
Telia has 21000 talented employees that serve millions of customers every day. With a strong connectivity base, the employees are always ready to help the customers by empowering people, companies and the society to stay in touch with everything that matters 24/7 on their terms. Their focus is on the well-being of the customers and also on societal development. They are very passionate about everything they do and are keen on bringing the world closer through technology. Telia company employees provide solution after having an in depth understanding of their customer’s present and future needs. Their strategy is to deliver tailored products to best meet the core requirements of their diverse customer segments.
Telia provides services to its customers by providing data through fiber and smartphones. Applications and integration of services take up a large share of their value creation for consumers, businesses and the society. They offer total solutions by combining the best from IT and the best from telecom fitting the consumer’s unique prerequisites. It has launched an application marketplace towards B2B-SME in several countries for the convergence between network and IT applications. Telia’s Brand Hub consists of information about the new brand and guidelines and materials about the brand related activities. It is created with a mobile first perspective which means that users get instant access to brand guidelines and assets wherever they need. Hence this concludes the marketing mix of Telia.
About Telia Company:
Telia Company was founded in the year 2003 and is headquartered in Sweden. In the year 2003, it was formed by the merger of Sweden’s Telia and Finland’s Sonera and was known by the name TeliaSonera. Despite the merger, the company still maintained its two core brands i.e. Telia for the Swedish market and Sonera for the Finnish market. In January 2016, the company changed its name from TeliaSonera to Telia. Another subsidiary of the company called Tele Finland has also changed to being called Telia.