A good utilization of promotional strategies

Running head: MARKETING
The Influence of Cultural and Interpersonal Effects on the Decision Making Behaviour in
Marketing
[Telstra]
Name of the student:
Name of the university:
Author note:

1MARKETING
Executive summary
Consumer behavior can be considered a mysterious topic for its diverse group of thoughts. One
such group of thoughts is the millennials. They think differently and react differently as well
from their ancestors to a product or service. The main purpose of this study is to discuss the
impacts of several cultures and social groups on purchase behavior. Additionally, the purpose is
also to suggest some ways of improvement in offers to Telstra, so that, an increased number of
millennials are satisfied with the change. The paper recommends that Telstra along with cheaper
and attractive offers should do a good utilization of promotional strategies. The likes of short
messaging, social site promotion and customer database can help connect more with the
millennials. It can be useful also in gaining more awareness of millennials' interest in internet
service. With such promotional strategies in place, Telstra can offer more relevant offers to its
customers.

2MARKETING
Table of Contents
1. Introduction..................................................................................................................................3
1.1. Company...........................................................................................................................3
1.2. Specific Product / Service offering.......................................................................................3
1.3. Consumer..............................................................................................................................3
2. Cultural and interpersonal influences..........................................................................................4
2.1 Students..................................................................................................................................4
2.2 Middle class...........................................................................................................................5
2.3 Family as a reference group...................................................................................................5
2.4 Friends as reference groups...................................................................................................6
2.5 Office workers.......................................................................................................................6
2.6 Online reference groups.........................................................................................................7
3. Recommendations........................................................................................................................7
4. Conclusion...................................................................................................................................9
References......................................................................................................................................10

3MARKETING
1. Introduction
This section introduces the case company (Telstra) chosen for this study. The discussion
will be held related to a particular product. The discussion will target one particular segment.
1.1. Company
The case study organization for this study is ‘Telstra Corporation Limited’. Telstra is
the oldest and largest telecommunications and media provider of Australia. It offers a range of
services like telecommunications networks, internet access, pay television, mobile services and
other entertainment-based services and products. Telstra offers quality service, which is even
better than its competitors Vodafone and Optus. However, Telstra may not be very suitable for
consumers seeking cheaper offers. In this regard, cheaper network providers like Boost Mobile,
ALDI Mobile, Virgin Mobile and more others can be more effective than Telstra. Telstra’s
market share of Australia’s total mobile phone services stood at 42% for the fiscal year 2018
(Statista.com, 2019). Their customers are mainly families, students, office workers and other
major populations of Australia (Telstra.com.au, 2019).
1.2. Specific Product / Service offering
The service, which is being considered for this study is ‘Low-Cost Internet Service’.
Telstra is mainly a quality service provider in different telecommunications segments like fixed-
line services, broadband services and others. Telstra is not someone that targets low-cost offers.
However, sensing the need to dig deeper into the industry and be flexible with changing demand
patterns, it entered a price-war battle in the quota-based internet offers. The primary purpose was
to acquire a good space into this segment of the market. Telstra competed against iiNet's Jiva for
internet service provider business at a low cost (Itnews.com.au, 2019).
1.3. Consumer
The group of consumers picked up for this study is the ‘Millennial’. They are the youth
population of Australia across different cultural and sub-cultural groups and the different
personalities.