Marketing Communication Strategy of Telstra

This report examines the marketing communication strategy of Telstra, Australia's largest telecommunication company, as they seek to expand internationally. It discusses the significant elements of marketing communication and how they can be applied to the case of Telstra's business expansion.

Running head: MARKETING COMMUNICATION STRATEGY OF TELSTRA
Marketing Communication Strategy of Telstra
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Executive summery
The report aims to examine related aspects with marketing communication, which are needed
to evaluate in order to frame strategies of marketing for Australian telecommunication
company Telstra. This written article sheds light on the significant elements of marketing
communication and how it can be applied on the case of business expansion which has been
planned by the above mentioned Australian telecommunication company.

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Table of Contents
Introduction................................................................................................................................3
Background of the study: why Telstra needs to communicate..................................................3
Expected impact of the communication.....................................................................................4
Gathering information for managing stakeholders....................................................................4
Ethical marketing and the culture of marketing officials...........................................................4
Communication plan and its feasibility......................................................................................5
Marketing and media strategies as communicating tools..........................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................7

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Introduction
The agenda of this report is to highlight marketing communication strategy of
Australian telecommunication company Telstra, as they are seeking opportunity to expand
business outside Australia (Telstra.com.au, 2018). Being one of the largest and profitable
companies within Australian telecommunication industry, Telstra has its own brand value.
Considering the expansion, how the company would plan and execute their communication
strategy that has been discussed in this report.
Background of the study: why Telstra needs to communicate
Telstra is Australia’s largest telecommunication company, which provides mobile
networks, internet access and pay television connections. Telstra has felt to proceed with
promotional communication as the company is on the verge of international expansion. The
marketing executives of Telstra Corporation Limited recognised the opportunity of expansion
as their group has been experiencing profitable business within national boundary. Telstra has
thought for exportation of the solution and serving software solution via online mode initially
to understand the market. However, opening a branch in an international location will be
helpful for them.
Acknowledging the positivity in the environment, the company has targeted the
growing Asian market of telecommunication. According to the expansion plan, the
organisation wants to be approachable in front of the young generation mostly as their
changing demand of regular usage of data and communication solutions control the major
part of the industry (Hämäläinen, Luoma and Saarinen 2013). Besides, ageing part of the
population is growing and with the progression of time, they are becoming tech-savvy too.
Therefore, the company should understand the market demand before communicating and

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mostly social networking sites will be used as marketing tools. Promotional advertisement on
print and television media will be broadcasted as well.
Expected impact of the communication
Telstra is expecting to influence the tech-savvy population of the Asian countries
(Rawal 2013). Business executives believe in to establish a strong mode of communication as
it helps to develop a market from where consistent revenue comes to the company. In order to
present the products or service marketing communicators generate innovative ideas to
observe the reaction of the target market. According to Bacile, Ye and Swilley (2014), the
nature of the idea should be consumer friendly to be acceptable by the new target market, yet
satisfying the business revenue at the same time is important equally. It can be expected the
company can make a space in the Asian market by acknowledging consumers’ changing
technological needs.
Gathering information for managing stakeholders
The objective of gathering information about the nature of the market is essential to
support the framework of the business plan. Information about the business environment of
the selected location and availability of skilled workforce these all are required elements
before performing marketing communication. Another important part is analysis of
Stakeholders to understand the market needs from a telecommunication company. Again, an
evaluation of the market can provide the information whether it is being satisfied with
available solutions or not (Royle and Laing 2014). Telstra can exploit those gaps within the
environment to enter into the Asian market.
Ethical marketing and the culture of marketing officials
As per the study of Nyilasy, Gangadharbatla and Paladino (2014), ethical marketing is
not a strategy of promotion rather a philosophy, which must be followed by marketing

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executives and managers while promoting a brand or service. This is the most neglected
sector of marketing communication yet carries high weightage as it involves customers’
interest. Organisations should not exploit customers by manipulating them with false or
exaggerated promises. There are several principles, which should be followed as an ethical
guideline by marketing communicators in order to make the promotional strategies neutral to
the market.
 A mutual standard of true information should be maintained for all the stakeholders.
 Both the personal and organisational ethics will be taken into account while
promoting something. Governmental code of business ethics are the most important.
 Privacy and preferences of the consumer should not be treated with discrepancy.
 Ethical policies should be discussed while deciding anything regarding marketing
communication.
Communication plan and its feasibility
Before planning the communication few aspects should be considered by the
company. Telstra should set communication goals of informing the stakeholders about the
entire project needs, disclosing the opportunities to make them understand the credibility of
the plan. Communication type should be both internal and external. Internal communication
with the workforce and executives must be about how to execute and present whereas,
external communication will cover marketing campaigns via advertisement and social media
pages in various networks (Shen et al. 2016). The success of the entire project depends on
proper execution of the communication plan.
Marketing and media strategies as communicating tools
The technology has escalated rapidly from the previous generations with the
progression of time. The era of globalization compels the organisations to make global

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approach while executing marketing communication. At first, Telstra needs to realise the
power of social media to access major parts of the audiences across the universe.
Advertisements over television, radio and printing media have been proved to be less
effective compared to social media strategy. Marketing management team should be effective
enough to manage and decide virtual activities of promoting the brand name. Effective
circulation of information regarding brand name will develop recognition in Asian market as
well for Telstra before the expansion (Luxton, Reid and Mavondo 2015). Telstra can consider
customers’ positive feedback as a part of their advertisement or use them as posts for their
Facebook or Twitter page.
Digital technologies have been made in an advanced way to provide better experience
of communication to the global community. Consumers can easily access product
information and compare them with other brands. Utility of social networking sites cannot be
ignored, as these are essential to provide a complete shopping experience to the customers.
Conclusion
It can be concluded that, if Telstra wants to explore international market of
telecommunication, keeping the Asian market in mind, marketing executives need to
understand the trend, which is dominating the target market. After a detail market research
only the perspective of the stakeholders can be understood, depending on which marketing
strategies will be framed. In the course of entire marketing communication, the role of
digitalization and technology is immensely significant.

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References
Bacile, T.J., Ye, C. and Swilley, E., 2014. From firm-controlled to consumer-contributed:
Consumer co-production of personal media marketing communication. Journal of Interactive
Marketing, 28(2), pp.117-133.
Hämäläinen, R.P., Luoma, J. and Saarinen, E., 2013. On the importance of behavioral
operational research: The case of understanding and communicating about dynamic
systems. European Journal of Operational Research, 228(3), pp.623-634.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Nyilasy, G., Gangadharbatla, H. and Paladino, A., 2014. Perceived greenwashing: The
interactive effects of green advertising and corporate environmental performance on
consumer reactions. Journal of Business Ethics, 125(4), pp.693-707.
Rawal, P., 2013. AIDA Marketing Communication Model: Stimulating a purchase decision
in the minds of the consumers through a linear progression of steps. International Journal of
Multidisciplinary research in social & management sciences, 1(1), pp.37-44.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital
Marketer Model for the communication industries. International Journal of Information
Management, 34(2), pp.65-73.
Shen, G.C.C., Chiou, J.S., Hsiao, C.H., Wang, C.H. and Li, H.N., 2016. Effective marketing
communication via social networking site: The moderating role of the social tie. Journal of
Business Research, 69(6), pp.2265-2270.
Telstra.com.au (2018). Telstra - mobile phones, prepaid phones, broadband, internet, home
phones, business phones. [online] Telstra.com.au. Available at: https://www.telstra.com.au/
[Accessed 5 Sep. 2018].

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