Marketing Foundation

Running Head: Marketing Foundation
MARKETING FOUNDATION

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Marketing Foundation
Executive summary
Purpose of this marketing plan is to support Telstra to position new 4G services along with
their 3G services. It has been mentioned that aim of this company is to increase market share
by 10% within next six months and enhancement of revenue by 5% within 12 months. This
study focuses on development of strategies related to product, price, promotion, and place.
Target market and positioning strategy have been discussed at the beginning of this study.
Telstra needs to target millennial group in order to increase their revenue. In addition, it has
been mentioned that selection of appropriate marketing strategy may help this company to
position their new 4G and 3G services. It has been recommended to monitor level of
engagement of stakeholders in execution of marketing plan. Feedback of customers needs to
be studied in order to understand attitude of customers towards services of Telstra. At the end
of this study, conclusion part has been drawn from the overall discussion.

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Marketing Foundation
Table of Contents
Target market of Telstra and positioning...................................................................................4
Selection of target market.......................................................................................................4
Positioning strategy................................................................................................................5
Positioning map......................................................................................................................6
Strategies of marketing mix.......................................................................................................6
a. Product................................................................................................................................6
b. Price....................................................................................................................................8
c. Promotion...........................................................................................................................9
d. Place.................................................................................................................................11
Evaluation and controlling.......................................................................................................13
Implementation of strategies and schedule preparation...........................................................14
Conclusion and recommendations...........................................................................................17
Reference list............................................................................................................................18

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Marketing Foundation
Target market of Telstra and positioning
Selection of target market
Objectives of Telstra are to develop and introduce 4G and 3G services and earn
loyalty of customers. Aim of this company is to increase market share by 10% within next six
months and enhancement of revenue by 5% within 12 months. Millennial is the primary
target of this company as this generation spends more on mobile plans. Targeting this group
can help this company to generate maximum revenue. As opined by Morgan et al. (2019), it
has been noticed that Millennial are smart phones more frequently than other groups in
Australia. It means that this group can be considered as potential target customers for 4G and
3G services of Telstra. Near about 47% of this group use mobile phones at bedtime. This
statistic indicates that this group requires user-friendly plans for their mobile and they can use
internet with the help o 4G and 3G services of Telstra.
Maximum number of people under millennial group choose brand of
telecommunication based on reviews. Approximately 67% of individuals of this group rely
on limited brands with good quality brand image. On another hand, Hult & Ketchen (2017)
have mentioned that 61% f these people rely on new brands of telecommunication. It has
been noticed that 55% of Millennial avoid choosing brands that have fewer or no reviews.
This information is indicating that brand image and quality of service have great impact on
buying behavior of consumers. As suggested by Cacciolatti & Lee (2016), Telstra needs to
improve their brand image by improving service quality. This approach is potent enough to
help this company to influence customers in selecting their brand. This largest
telecommunication company has established its brand by serving top quality services to its
customers. This brand recognition may influence potential buyers to rely on new 4G and 3G
services of Telstra.

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Marketing Foundation
Positioning strategy
Management of Telstra believes that serving better to customers may lead them to
position their business in marketplace with ease. They introduce flexible products and ensure
provision of digital service experience to their customer (Telstra.com.au, 2019). Mission of
this company is to be connected with the passion of their customers. As suggested by
Patrutiu-Baltes (2016), this company needs to focus on development of attractive
advertisement and public relation in order to position their new 4G and 3G services. Ability
of this company to provide good experience through their services may help them to achieve
success. This company needs to add tagline such as "Experience high-speed internet service
with less expense”. This tagline may help them to attract maximum potential customers
towards their new 4G and 3G mobile plans.
Implementation of this positioning strategy may help this company to influence
buying behavior of consumers. It is important to position these new services more efficiently
than similar services of their competitors. This approach may help Telstra to increase market
share by 10% within next six months. On another hand, Hasan & Ali (2015) have mentioned
that positioning of these services may help them to increase revenue as per their
predetermined service. Telstra may launch a new slogan for positioning new 4G and 3G
services in order to make Australian know that they are the best method to be connected with
people from all over the world.

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Marketing Foundation
Positioning map
Figure 1: Positioning map
Strategies of marketing mix
a. Product
It can be seen that Telstra is a leading telecom organization in Australia. Different
category of products and various services are offered (Telstra.com.au, 2019). Products like
mobile, tablets and broadband are offered to customers of this firm. Smart home and mobile
broadband along with 3G services are also provided to customers. Several mobile plans and
cloud services are also provided by Telstra to their customers. As mentioned by Song et al.
(2018), variation in services increases satisfaction rate of customers. In addition, Telstra also
offers different digital office technology and broadband services.
However, it will be effective for Telstra to improve marketing strategy and include
advanced services like 4G for meeting marketing objectives. Moreover, different attractive
plans can be provided by this firm in order to achieve desired business objectives. At present,
customers of Australia prefer faster service with greater network speed (Baltes, 2015). Telstra
needs to distribute 4G service around different parts of Australia.
Features of new 4G service