Published by MBA Skool Team, Last Updated: January 07, 2018
Marketing Strategy of Etisalat 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 Etisalat marketing mix, help the brand succeed.
Etisalat marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Etisalat Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Etisalat Product Strategy:
The product strategy and mix in Etisalat marketing strategy can be explained as follows:
Etisalat is a leading telecom brand in the Middle East, serving millions of customers. Etisalat, being one of the largest telecom providers in the middle east and Africa offers the complete range of fixed line, mobile, data and internet services as well as innovative convergence technologies to the customers. It offers various kinds of products and services in its marketing mix to the customers like pre-paid, post-paid, blackberry Wireless Handheld and value-added services. The company has always been investing in modern technologies as well. Currently, it is navigating its efforts towards the development and implementation of “ICT platforms for the fifth generation mobile broadband.”
Etisalat Price/Pricing Strategy:
Below is the pricing strategy in Etisalat marketing strategy:
Etisalat is little more expensive than its only competitor because it follows premium services at a little high price.
It provides world-class services with more options including most exclusive service. Etisalat charges for the advanced technology used and modern services. As of now, the company is providing 5G services; it is little expensive because of the advanced technology. Although the price of the services is high, the total market capitalization of the company is AED 88 billion. The pricing strategy used by this company is premium pricing, which offers quality services at a high price.
Following is the distribution strategy in the Etisalat marketing mix:
The primary channels of distribution of the companies are business centers in this case. Etisalat has different business centers for different countries. The headquarters are at U.A.E, and it operates in the whole middle east countries, some countries like Sri Lanka, Pakistan, Afghanistan in south-east Asia, and many African countries. It also operates Points of Presence in some countries like New York, London, Frankfurt, Paris, and Singapore. Etisalat has a wide and extensive presence even in the remotest areas in many countries where the presence of other brand does not exist. It has various customer care centers in every country it operates.
So the existence of small shops and service centers can be described as a logical promotion choice as it reminds the customers about the brand and makes it associated with the purchase experience.
Etisalat Promotion & Advertising Strategy:
The promotional and advertising strategy in the Etisalat marketing strategy is as follows:
Etisalat uses various mediums for the promotion of its brand in the telecommunication segment are Television, Print media, Radio and extensive use of the social media on the Internet. The company also hired celebrity endorsements as well as cause-related marketing strategies along with CSR activities. The ideas of CSR(Corporate Social Responsibility) is to improve the image of the brand. It recently joined hands with the Energy Star project that is aimed at carbon footprint reduction. Etisalat has one sole motive is to gain the trust and loyalty of all the stakeholders associated by campaigning the brand so well in offline media as well as on online media such as Facebook, Twitter, Youtube.. etc
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Etisalat.
In telecom industry of Middle East, there are two types of people associated, the first one is are the employees of the company and the second one is the most important and the sole reason for the existence of the company that is the end-customers. Etisalat protects and seals the personal information of the customers to keep their privacy. The employees work day in and out to provide quality service to the customers. The recruitments of employees in Etisalat is being done by a very rigorous selection process. The company gives proper training to its employees to deal with the management and the customers.
As every service of the telecom company has shifted online, the customers can access the offer from anywhere at any point in time. The mobile application for all the mobile devices has a sophisticated process for all the services offered by the Etisalat whether it can be bill payments or exploration of new offers. If the customers do not get the service online, they can visit the nearest service store to get the proper service physically. Every area is guided by the sign mark so that the customers can avail the facility efficiently.
The biggest physical evidence of Etisalat is its network, simcards, data speeds etc. The ambience and interiors of the Etisalat service stores are very well displayed. The customers can have a pleasant atmosphere in the store. Every area is guided by the sign mark so that the customers can avail the service efficiently. All employees of the office have a proper uniform to show the consistency and effectiveness of the work environment. This completes the Etisalat marketing mix.
Etisalat is an Emirates Telecommunications Corporation founded in the year 1976, which is commonly known as Etisalat. It is a telecommunications service provider, which has a reach in total 16 countries across Asia, the Middle East and Africa. The company is headquartered in Abu Dhabi, UAE. It has a great brand value in the Middle East. It is one of the only two telecom service providers in U.A.E. The total revenue of the last year is AED 51.7 billion and the net income is around AED 8.3 billion.
The only competitor of Etisalat is Emirates Integrated Telecommunications Company (du). Being the largest carrier of international voice tariffs in the Middle East , it is one of the greatest internet hubs in the Middle East.
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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