Telstra Telecommunication Services Report 2022

Marketing Management
Telstra – Telecommunication Services

Introduction
 The purpose of this presentation is to discuss regarding the
market position and industry circumstances of the selected
service that is Telecommunication Service of Telstra.
 The presentation is comprised of detailed analysis of the
company’s positioning and strategies used to gain increased
market share.

Overview of Service
 Telstra Corporate Limited is the famous telecommunication
service company which build and offer telecommunication
networks, internet access, mobile, pay television, etc.
 Telstra has gained the leading competitive position among all
the players present in the market through its effective
marketing and pricing strategy.

Porter Five Force Framework

PEST Analysis
 Political – The conversion of Telstra from public to private
business has impacted its relation with the government. Now,
the government give preference to the National Broadband
Network.
 Economic – the increasing Globalization trend has offered
increasing opportunity to the telecommunication companies
as their services allow users to interact easily at long
distance.

PEST Analysis
 Social - The preference and choice of the people in the
market are changing which results in raising requirement for
the businesses to adopt these change and offer customers
the best services.
 Technology - Today, technology is developing and changing
and fast rate. New services such as Internet telephone and
the augmented users of telecommunication are the main
cause for the businesses to invest in introducing advanced
technologies for the development services and products.

Demand Forecast
 The telecommunication service has changed the way people
interact with each other. There is increasing demand for the
mobile services which has decreased the demand for the
fixed line services.

Market Segmentation
 Telstra Company divides its market in the basis of
Demographic, Geographic, Behavioural, and Psychographic
Segmentation. Different variables that are used by the
company to segment the market are age, gender, income,
location, attitude, lifestyle, and decision making pattern.

Target Market
 The target market of Telstra is the customer who makes less
use of the services and those who are technologically
conscious. The low usage customers are those who are only
bound to use SMS and prepaid services of the company.
Meanwhile, for the customers who are technically conscious,
the company come with its attractive packages for promoting
a 5G network in Australia,

Positioning
 Telstra has gained the leading position in the
Telecommunication Industry of Australia through its
aggressive promotion and public relations strategies.

Brand Positioning of Telstra
 The brand positioning of the Telecommunication services of
Telstra is a reliable and superior network business that is
regularly being offered to the customers for which they
proudly believe in.
 Telstra is the leading telecommunication service business by
offering high quality and premium and advanced generation
network like 5G.

About Competitors
 Optus - The niche that has been selected by Optus to serve
is comprised of communications services such as mobile at
national, local and long-distance services, and international
telephony along with business network services, satellite,
and internet services.
 Vodafone - Hutchison Australia has been involved in the
merger and both of them enjoy equal share in the new
formed company.

Perceptual Map

Customer Adoption Process
 Customer Adoption procedure is comprised of five stages
that is:
 Awareness Stage – At this stage, the individual only get to
know about the service 5G network of Telstra but are not
motivated to avail it.
 Interest Stage – Here, the individual start taking interest in
the 5G Network service of the company.

Customer Adoption Process
 Evaluation Stage – At this stage, the individual gives major
attention and evaluates the service of 5G Network of Telstra
Company with other company’s services like Optus.
 Trial Stage – The individual tries the service once or twice
form ensuring the utility. The individual to understand the
quality of the 5G network tries the service of Telstra.
 Adoption Stage - This is the stage where the individual
decides to make repurchase the evaluated service. After
evaluating the 5G Network service of Telstra, he/she decides
to make repurchase it.

Marketing Mix
 Product - The 5G Network service of the company is
considered to providing high quality and reliable service to
the service which covers a maximum of the market of
Australia.
 Price - The pricing strategy that Telstra has adopted to sell its
5G Network to the target audience is a competitive pricing
strategy. Under this strategy, it prices its services very
smartly.

Marketing Mix
 Place - Telstra majorly uses many of the online platforms for
selling its services and products. The major one is its
websites which shows and offer information related to its
services like call rates.
 Promotion - Telstra makes use of attractive promotional
offers like data doubling when the consumer purchase by the
online medium. It also designs special offers majorly during
festivals for vending its mobile accessories at the discount
price with the offer of extra mobile data

Integrated Marketing
Communication
 IMC is comprised of organizing the different elements of
promotion and other different marketing activities that
communicate with the customers of the company. It is
comprised of different tools such as sales promotion,
advertisement, direct marketing, public relation, and personal
selling.
 Sales Promotion – Under this element, the methods used by
Telstra are exhibitions, coupons, contests, etc.

Integrated Marketing
Communication
 Advertisement – The variables of advertisement are television,
radio, billboards, hoardings, etc.
 Direct Marketing – Telstra also uses direct marketing for the
promotion of its 5G Network among customers through
messages and emails.
 Public Relation – This comprises paid as well as free publicity.
The way of PR is corporate anniversary parties or press
releases.
 Personal Selling - Telstra uses this by providing training to its
sales representatives for selling the services and products to
different distributors and retailers.

Integrated Marketing
Communication Matrix

Conclusion
 The presentation has provided the detailed analysis of the
Telstra’s Telecommunication Services and the use of different
strategies to attract customers. The analysis has highlighted
that the company has occupied the top position in the market
in comparison to Optus and Vodafone.
 The company uses IMC tools for the promotion of its
services.

References
 Cavusgil, S.T., Knight, G., and Rose, E.L. (2014) International
business 2nd ed. Australia: Pearson.
 Donnelly, T. (2019) Where and when can I get 5G in Australia?
[Online]. Available from
https://www.canstarblue.com.au/internet/when-can-i-get-5g-in-austra
lia/
[Accessed 26 August 2019]
 IBIS World (2018) Telecommunications Services - Australia Market
Research Report [Online]. Available from
https://www.ibisworld.com.au/industry-trends/market-research-report
s/information-media-telecommunications/telecommunications-servic
es.html
[Accessed 26 August 2019]
 Kotler, P., Burton, S., and Armstrong, G. (2015) Marketing 2nd ed.

References
 MBA Skool (2018) Telstra Marketing Mix (4Ps) Strategy [Online]. Available
from https://www.mbaskool.com/marketing-mix/services/16923-telstra.html
[Accessed 27 August 2019]
 Naeem, B., Bilal, M. and Naz, U. (2013) Integrated marketing
communication: a review paper. Interdisciplinary journal of contemporary
research in business, 5(5), pp.124-133.
 Telstra (2019) The Company [Online]. Available from
https://www.telstra.com.au/content/dam/tcom/about-us/investors/pdf%20A/t
1-the-company.pdf
[Accessed 26 August 2019]
 Truly Deeply (2019) Time for Telstra rethink its brand proposition as it
comes under attack again [Online]. Available from
https://www.trulydeeply.com.au/2016/07/time-telstra-rethink-brand-differenti
ation-brand-comes-attack/
[Accessed 27 August 2019]