Marketing Analysis of Telstra TV: Strategies to Attract Targeted Customers

Running Head: MARKETING 1
Marketing

MARKETING 2
Table of Contents
Introduction.................................................................................................................................................3
Company Background..................................................................................................................................3
Products or Services....................................................................................................................................4
Target Market..............................................................................................................................................4
Marketing Strategies...................................................................................................................................6
Product....................................................................................................................................................6
Price.........................................................................................................................................................7
Place........................................................................................................................................................7
Promotion................................................................................................................................................8
Conclusion...................................................................................................................................................8
Recommendations.......................................................................................................................................8
References.................................................................................................................................................10

MARKETING 3
Introduction
Marketing is an essential process for each and every organization if it wants to survive in the
competitive industry. It includes different processes and components which help an organization
to promote its products and services in the marketplace. The major objective of this report is to
develop a marketing analysis of the chosen Australian organization i.e. Telstra Corporation
Limited. Telstra is the largest telecommunication company that creates and operates the
telecommunication networks, internet access, mobile, markets voice, pay television and other
products. The report includes the discussion about the products and services offered by Telstra
Organization. For this report, the chosen product is Telstra TV which is provided by Telstra to its
targeted customers. Specifically, it discusses about the target market and segmentations
characteristics of the customers. Moreover, it describes the marketing strategies which are used
by Telstra to attract its targeted customers. The marketing strategies of this company are defined
by using the marketing mix theory and framework. Telstra is using effective marketing processes
and strategies which enable it to become one of the biggest organizations in Australian
telecommunication industry.
Company Background
Telstra is the biggest telecommunication organization in Australia that offers various services all
over the country. It offers different products and services like telecommunication networks,
internet access, mobile, markets voice, pay television, local and international call services,
fundamental access services to homes and businesses etc. It was established in the year 1975 and
has a wide history in Australia, inventing together with the Australia Post as Postmaster
General’s Department (Telstra Corporation Limited, 2018). This organization is now totally
privatized and it is going under different change programs so that it can become more focused on
customers. The current CEO of Telstra, Andy Penn has been making efforts to increase its
market value that was declined significantly under his leadership (Bartholomeusz, 2017). There
are various mobile companies such as Google Pixel Phone and Samsung whose phones have the
access to the network of Telstra. By using effective business and marketing strategies, Telstra is
able to become one of the most successful companies in Australian telecommunication sector.

MARKETING 4
Products or Services
Considering the needs and demands of customers, Telstra is offering various services like
telecom networks, internet access, mobile plans, mobile broadband, fixed line and mobile
telephony, Pay TV, data services, home broadband, home phones and different calling features
and applications. Its internet services are categorized in different parts like:
 Whole sale internet: Mobile, data, voice and other facilities,
 Retail internet: Services for personal and business clients through internet service
provider,
 Cable internet: Bigpond (internet Services in major cities in Australia like Gold Coast,
Perth, Sydney, Brisbane, Melbourne and Adelaide)
For this discussion, the chosen product is Telstra TV that is popular as Australia’s first integrated
live TV, on-demands and catch-up search function. It is the only device in Australia that has the
ability to find altogether for the specific titles through live TV, Netflix, Foxtel Now, BigPond
Movies, Stan etc. To run this device, there is need of Telstra broadband connection. Same as
other boxes like Fetch and Apple TV, Telstra TV connects the home network of customers either
via Wi-Fi or Ethernet cable and play the videos from internet to TV over the HDMI (Telstra,
2018).
Target Market
Target market is a market in which an organization wants to offer its products and services to. It
refers to the basic concept which assists the marketers to categorize the overall market into
different segments on the basis of different segmentation characteristics like geographic,
demographic, psychographic and buying behavior. In addition to this, target market is a group of
business organizations and customers who like to buy the products and services of a company
(Greenacre, et al, 2017). Theoretically, it can be stated that targeting is the process which choses
market segment by evaluating the market in terms of accessibility, market size and attractiveness
of the market. In order to promote Telstra TV, the company is focused on targeting its customers
considering the below-mentioned segmentation characteristics: