Bell Canada Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of Bell Canada analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Bell Canada marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Bell Canada.

Let us start the Bell Canada Marketing Mix & Strategy:

Bell Canada Product Strategy:

The product strategy and mix in Bell Canada marketing strategy can be explained as follows:

Bell Canada is a telecommunications company that operates out of Canada and delivers services under a wide horizon viz. Voicemail, wireless, television, internet access, radio broadcasting, fixed line and mobile telephony. Bell Canada are the leaders in broadband communication services and the wireless, TV, media and internet services account for most of its growth. Their superior LTE network technology paired with the most popular models of smartphones has made it even more popular and reliable. Their Lucky Mobile concept caters to the needs of budget conscious consumers, offering plans starting at $20 for unlimited local calling and services. It has partnered with Hyundai Auto Ever Telematics America to provide telematics, safety and infotainment services for the latest Hyundai and Kia vehicles in IoT sector. They have several services as a part of their marketing mix product portfolio. They provide two of the most advanced communications for the home, Fibe Internet and Fibe TV which does not need television subscription, installation or set-top box. Bell Media is Canada’s premier multimedia company that operates top rated entertainment speciality channels.


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Bell Canada Price/Pricing Strategy:

Below is the pricing strategy in Bell Canada marketing strategy:

Bell Canada has worked competitively to be cost-effective in the communications sector. It has the provision of separate section of plans that caters to different needs – Family Share plans, smartphone plans, Canada & US plans, business share plans, connected car plans, smartwatch plans, basic phone plans, tablet plans, mobile plans and security camera plans. The brand has strategically attached a bonus plan with each offer from free data to free subscription for the first month.


Bell Canada Place & Distribution Strategy:

Following is the distribution strategy of Bell Canada:

Bell Canada offers all of its services in most parts of Canada and over 230 destinations worldwide. It operates through offline stores in Canada as well as their dedicated website, reaching out to 34 million Canadians.

Their application MyBell has made it easier for the customers to check their usage, pay their bills and more such activities.


Bell Canada Promotion & Advertising Strategy:

The promotional and advertising strategy in the Bell Canada marketing strategy is as follows:

Bell Canada’s promotional strategy primarily revolves around cost saving lucrative offers for the customers. Bell Boxing Week Event highlights on selling the premium smartphones with 2 year select plans. Old phones, tablets or watches can be exchanged to purchase new gadgets from their website. Freebies like headphones and watches are provided to those customers who purchase a premium smartphone with 2-year plans. They emphasize on being the first and only Canadian carrier to offer a Built-in LTE solution in Bell connected cars. They invest substantial part of the revenue in R&D activities creating innovative products to gain a competitive edge over the other networks. They focus on achieving a competitive cost structure and launched new Bell MTS brand in one of the locations. They acquired AlarmForce industries to speed up the financial contributions.


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


People:

Bell Canada has a very clear message to its customers i.e. delighting them with the products, services and customer support. There are two dedicated customer service representatives when it comes to assistance in mobility services and satellite TV services. They provide the option of moving the Bell services in cases of relocation. Bell Canada has achieved various feats – one of Canada’s top 100 employers, top employers for young people, one of the best diversities and inclusion employers and one of the greenest employers.


Process:

Each product of Bell Canada has an easy to use interface and they provide extra features on subscription which are fun and interesting like Netflix and Tumble Books app. The phone lines are compatible with most home security systems. They provide ample storage space in all of their electronics items. Hence there is no hassle for any user to keep checking for their space while using the items. The user interface of their website is categorically easy to understand and use. They have separate sections that address each and every query of the user that might arise in their minds pre and post purchase of their services and products.


Physical Evidence:

The company has various offline stores spread throughout Canada. Their mobile phone app has made it easier for its customers to access the services that they have opted for. Speed and consistency is a high priority for Bell Canada because of which it is the most preferred service when it comes to internet subscription. Their internet packages also include security subscription which makes it even more popular choice. It is ranked as Canada’s fastest mobile network and the powerful web tools maintain a dynamic web presence. Hence this completes the marketing mix of Bell Canada.


About Bell Canada:

Bell Canada is a telecom operator based out of Canada, Montreal. The company was found in 1880 and offers several telecom services like fixed line, mobile services, broadband internet, digital TV, radio services etc. Bell Canada has several subsidiaries like Bell Mobility, Bell Aliant, Bell Internet, Bell TV etc.

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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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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