Bell Canada Marketing Plan: Strategies for Customer Acquisition

This report outlines a marketing plan for Bell Canada, aiming to enhance customer reach and acquisition. It begins with a background on Bell Canada's products and the need for a rejuvenated marketing approach. The plan emphasizes increasing customer satisfaction, providing value-added services, and targeting new customer segments, including immigrants, international students, and youth. The report details a vision and mission statement, identifies target markets, and proposes value creation strategies such as cheaper international calling rates and special offers for students. It also analyzes competitors like Rogers Communications, Telus, and Shaw Communications. Marketing objectives include retaining the existing customer base, targeting specific populations, and establishing youth-oriented campaigns. Growth strategies involve acquiring target markets and optimizing services. The plan also incorporates sustainable marketing practices, environmental considerations, and market research findings. Advertising strategies include online, audio-visual, and social media advertising, with a special focus on reaching migrant populations. The report concludes with a bibliography of supporting sources.

Marketing Plan:
Bell Canada

Background
 The marketing plan is to enhance the customer reach for Bell
Canada
 Bell Canada products are Mobile network services, TV, internet,
Home Phones and various service bundles
 The company is in need to rejuvenate its marketing functions and
attract newer customers

Marketing Requirements
 The company needs to address newer sections of the market
 The company needs to optimize its products as per the changing needs of the
customers
 The company needs to tackle the challenges posed by competitor products and services
 Needs to Address the needs of the diverse customer bases

Marketing plan for Bell Canada
 Increasing the satisfaction of the
customers
 Providing products that will generate
greater value than the previous offers
 Focus on the newer groups of
customers
 Focus on the services being provided
by competitors
 Need for acquiring newer customer
bases

New Market
 Canada plans to take in more than 1 million immigrants in the next 3 years
 The company would like to approach the new populations
 The immigrant population requires better international network rates to communicate with
family and friends abroad
 Canada has 353 thousand international students
 This is significant new customer base with great requirement for mobile network
 These markets can be addressed through newer offers and marketing plans

Vision Statement
Achieve excellence through performance that has relentless effort,
innovation focused and create a culture of integrity of the highest
order

Mission Statement
 There are come core values of the company
 Performance driven attitude
 Fostering cultures that are innovative
 Instilling integrity
 Focusing on satisfaction of the clients
 Approaching tasks with a positive “Can Do” attitude

Target market
 The target market that can be focused on are many
 New Immigrants to Canada will be significant target markets
 International Students would also be newer target customers
 Youth oriented marketing activities would take place as youth form a larger part
of the telecommunications market
 20.6% individuals in Canada are foreign born
 Canada has 2.4 million young adults

Value Creation
 Bell Canada would offer international calling at cheaper rates
 Better network connection will be provided for facilitating
international calls
 Cheaper rates would be provided for international students
 University students can get special offers
 The company would offer cheaper call rates to the countries that
are mostly called from Canada
 Both prepaid and postpaid would be optimized to include these
changes

Competitors
 The competitors of Bell Canada are Rogers Communications,
Telus and Shaw Communications
 Currently these organizations are lower in performance than Bell
Canada
 The competitors are not providing special international
communication value to customers

Marketing Plan Objectives
 To keep the existing customer base intact
 To provide a smooth plan for the growth of the new customer
bases
 To target the immigrant population of the country for better
growth
 To target the international students in Canada
 To establish a youth oriented marketing campaign
 To effectively reach the target audiences

Growth Strategy
 The company will focus on acquiring the identified target markets
 Moving forward the organization would focus on garnering as
much new customers as possible
 The company would keep on optimizing the services from time to
time to cater to the customer base over longer periods of time
 The organization would focus on providing more youth oriented
services in the future