Roger Communications Marketing Mix (4Ps) Strategy

Posted in Services, Total Reads: 59
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Marketing Mix of Roger Communications analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Roger Communications marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Roger Communications Marketing Mix:

Product:

Roger Communications is one of the leading telecommunication and media organisation based out of Canada. The organization operates in mobile and landline telephony, broadcasting, internet services, cable TV, digital television, etc. It is heavily dependent on Canadian market for its operations and profits. Wireless is the most viable business of Roger Communication, with a contribution percentage of 57 % and profit percentage of 63%. It has a strong track record to innovate and develop new products. With its strong marketing mix product portfolio and high customer satisfaction, it is set to break some records.


Image: Wikimedia


Price:

Roger Communications service prices are at par with the top-line media and communication firms, slightly higher than the average ones. This is obvious, because quality, customer handling and delivery time as taken care of under all circumstances. If it lowers it prices, there is a chance that decrease in prices might hamper the reputation or positioning of the company. This is because people can attribute decrease in prices with deterioration of quality.


Place:

Roger Communications also provides services like voice and data communication, televised shopping, trade publications, radio broadcasting, etc. It positions itself as a big-shot media service provider and publishing firm. With a strong distribution network and dealer community, it has developed that rapport with them that they are willing to learn about the art of selling and the benefits of word of mouth marketing. They are even willing to train the sales team for maximizing profits.


Promotion:

Roger Communications uses a decent amount on online and offline promotions and advertising tactics showcasing the quality and points of differences as compared with its contemporaries. In its marketing communication, it highlights premium services and efficient delivery. Its LinkedIn account more or less highlights the culture of the Roger Communications, its employees and news about the industry. All of this is to inform, persuade and involve the viewers about the company.


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


People:

With around 30,000 employees, Roger Communications targets small, medium and large scale businesses for its offerings. Also, it targets individual users for purchasing its products/services. It can increase the employee base to expand to the untapped markets.


Process:

Roger Communications sells its products and services online and offline. The website caters to all the details regarding the company, the offerings and customer support. Being a media and communications firm, it utilizes its skills and expertise to develop a strong and influential distributive channel across its targeted territories.


Physical Evidence:

Roger Communications’ main physical evidence are its stores, modems, sim etc. The services it claims to serve are the soul of its business. So, customer feedback and satisfaction is essential. Services are intangible in nature, but overtime it is the customer experience that has taken a front foot. This is because people and businesses demand better treatment in terms of ecosystem. Hence this concludes the marketing mix of Roger Communications.


About Roger Communications:

Roger Communications is a Media and Communication form based in Canada. It was formed in 1925. For expanding into cable and operations, it acquired CHFI. Alan Horn is the Chairman catering to more than 25,000 of employees. It has a revenue of more than $14 Billion.

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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 MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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