Sales Potential of Rogers Canada: A Comprehensive Analysis

This report presents a sales proposal analyzing the sales potential of Rogers Canada in the telecommunications market. It begins with an executive summary outlining the report's objectives, which include identifying internal factors, target segments, and marketing strategies. The report then delves into segmentation analysis, identifying demographic, geographic, and psychographic customer segments. A positioning strategy is proposed, followed by a SWOT analysis assessing Rogers' strengths, weaknesses, opportunities, and threats. Product analysis examines Rogers' service offerings, and the report identifies supporting services and pricing strategies. Promotion analysis explores an omni-channel approach, and an implementation plan and timetable are provided. The report concludes that Rogers has significant potential for growth, particularly in developing economies, and recommends effective management of internal factors and implementation of the proposed marketing mix elements.

Running head: SALES POTENTIALITY OF ROGERS
Sales potentiality of Rogers Canada
Name of the student
Name of the university
Author note

1SALES POTENTIALITY OF ROGERS
Executive summary
The aim of this sales proposal is to discuss about the potentiality of Rogers in doing business in
the global market. In doing so, the internal factors relevant to their business are being identified
and analyzed. In addition, the target segments are also identified along with their needs and
wants. It is concluded that products of Rogers are well valuable for meeting identified needs of
the target customers. The ideal marketing mix elements are also discuss in this paper, which will
help Rogers to gain the maximum value from their operation along with effectively managing the
customers.

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Table of Contents
Introduction......................................................................................................................................3
Segmentation analysis.....................................................................................................................3
Positioning strategy.........................................................................................................................5
SWOT analysis................................................................................................................................5
Product analysis...............................................................................................................................6
Identification of the supporting services..........................................................................................7
Pricing analysis................................................................................................................................8
Promotion analysis...........................................................................................................................8
Implementation and timetable.........................................................................................................9
Conclusion.....................................................................................................................................10
Appendix........................................................................................................................................11

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Introduction
Telecommunication sector is one of the most intensely competitive sectors in the world
due to the recent internet booming. Moreover, competition in this sector in some countries is
more compared to others and thus more effective strategies are required to deal with these
factors. In this case, the sales proposal for different business entities should be in accordance to
external business situations to have the maximum utility. It should also be noted that effective
determination of the internal and external business factors along with the proper implementation
of the marketing mix strategies can help the particular business firms to have the maximum
outcome from the market irrespective of the competition.
Rogers is a leading telecommunication brand in Canada. They are currently offering
communication services, television network and internet connections and covering the entire
country. Among the presence of different other telecommunication providers, the innovative and
extensive approach of Rogers is helping them gaining ground. However, still they are having the
need for determining all the relevant factors in order to gain long term business sustainability
considering the increasing competition in the market. This report will discuss about a potential
sales proposal. This will include the needs and wants of the target customer groups, segmentation
and positioning analysis. SWOT analysis will also be done. In addition, the marketing mix
elements for Rogers will also be discussed along with the implementation plan and schedule.
Segmentation analysis
Demographic
segments
Customers between the age group of 18 and 60 will have the
requirements for communications and internet facilities. Thus, this age
group will be targeted. Moreover, this age group will consist of

4SALES POTENTIALITY OF ROGERS
professionals, which will further help in having loyal customers.
Customers from both the genders will have preferences for internet
connections, which will provide further potentiality for Rogers. In terms
of the income level, premium as well as mass market customers will be
targeted due to the fact that Rogers are having services across different
price points.
Geographic segments Customers majorly from tier I, tier II and tier III cities will have the
purchasing power for internet services. Moreover, the diverse service
portfolio of Rogers will also help in catering to different geographic
segments. Customers from the developed areas are having the
preferences for more high quality and premium services, which will be
fulfilled by the offerings of Rogers. It will also ensure the higher
profitability of Rogers.
Psychographic
segmentation
Customers having preferences for active and modern age lifestyles will
be targeted. The internet facilities being offered by Rogers will help in
enhancing the lifestyle value of the customers.

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High price
Low price
Higher value
proposition
Lower value
proposition
Rogers
Bell
Telus
Shaw
Positioning strategy
As per the proposed positioning approach of Rogers, it is well evident that close
competitors for them are less. Moreover, even though positioning of Rogers is on the higher side
but with the extensive service offerings of them, value proposition for the customers is also
more. The intensity of the competition is less for them because they are catering to larger and
diverse customer sections and not depending on particular customer segment. Thus, it can be
concluded that initiating this positioning will help Rogers to face lower intensity of competition
in the market.
SWOT analysis

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Strength  Extensive market presence of Rogers is helping them to have leadership
over their competitors
 Diverse service portfolio is helping them in catering to larger customer
segments and more business revenue
 Created established market base in the Canadian region.
Weakness  Not having global presence is restricting their potentialities
 Brand identity is much lower as compared to the global brands such as
Vodafone and T-Mobile
 Foreign business operations of them are not as successful as Canada
Opportunitie
s
 Entering in the developing economies such as India and China will
provide huge opportunities for Rogers
 Leveraging their expertise in different other communication sectors will
expand their market coverage area
Threats  Emergence of new disruptive approaches through new entrants will take
away the market from Rogers
 Emergence of economic recession will reduce the buyer potentiality and
will affect the viability of Rogers
 Higher barging power of the buyers will lead to the reduction of the
premium pricing of Rogers and lower profitability
Product analysis
The core level of the services Rogers is the telecommunication services for the customers
in addition to internet and television services. The auxiliary product level of Rogers is the added

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services such as efficient customer services and helpline. Social level of the product will focus
on the positive value for Rogers in the market. Accumulation of these product levels will ensure
that the customers will have the access to maximum value proposition. Customers will have the
opportunity of gaining seamless connections across the country with Rogers. It should be noted
that contemporary customers are expecting more automated options and they are ready to pay
premium for it and thus convenience is the major determining point for the current customer
base. Thus, it the major focus of Roger should be on their services also apart from their core
offerings. This is due to the reason that effectiveness of their added services will determine the
convenience of the customers and long term loyalty.
Identification of the supporting services
All the services being offered by Rogers are being supported by the 24*7 customer
services and assistances. Moreover, it is also identified that average rate of customer complaints
regarding the services of Rogers is lower compared to their competitors and this ensuring the
service quality of them. This will also ensure higher level of customer loyalty for Rogers.
However, the no training process is involved in the process rather demonstration documents are
being provided with the package that will help the customers to use it in ideal manner. Moreover,
it is not having any complex usage pattern, which will require training. There is not process of
transportation is involved for Rogers due to their service offering types. And thus there is no
mention of FOB in their service delivery process. It should also be noted that services of Rogers
are only available in Canada and thus customers from each corner of the country will have the
access to their services. Free lifetime support is being offered with their services, which includes
the resolution of the queries assisting them. Customers in the current time expect seamless

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services and minimal time in resolving the queries. This need of the customers can be met by the
support facilities offered by Rogers.
Pricing analysis
Currently, the base price of Rogers is $ 59.99 for their internet services, which is
comparable to their competitor’s pricing. This is mainly due to the reason that intense
competition in the market is leading to market dominant pricing. Moreover, their extensive
presence in the market is further helping in generating more revenue with having similar price
levels of their competitors. This is also helping them in having larger access to capital funding
for further development. However, it is recommended that they should come up with more
services in different price points to tap the untapped segments. In this case, the blue ocean
strategy will be effective for their future development.
Promotion analysis
Omni Channel promotional strategy is being followed by Rogers involving both the
online and offline mediums. This is actually helping them in dealing with their larger target
segments. It should be noted that Canada is having higher market penetration of the internet
services and thus online promotional mediums are beneficial for Rogers. Co-branding can also
be initiated by introducing special edition services. Moreover, collaboration can be done with
different supermarkets where the customers can have discounts by using the services of the
supermarkets and connections of Rogers. This will also add value for the customers. Public
relation is being given the major focus currently and it will continue in the future as well in order
to have an effective process of customer relationship management. This will also ensure offering
products according to the requirements of the target customers.

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Implementation and timetable
Main activities/ stages 1st-2nd
Month
3rd- 4th
Month
5th- 6th
Month
7th-8th
Month
9th- 10th
Month
11th- 12th
Month
Content selection for public
relation campaign
Date, time and venue selection
Pre-event activities
Press meet
Primary data collection
Arrangement of transport
Analysis & Interpretation of
Data
Post event activities
Press release distribution
Media database
Evaluation process
The first and initial step will be the identification of the content for targeting the specific
customer segments. It will be followed by the collection of the primary data and analysis of
them. This will help to identify the determining factors and will also benefit Rogers in designing
their future services. The sets of action will be ended by the evaluation process to identify any
potential shortcomings, which will be mitigated.

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Conclusion
This report concludes that Rogers is having huge opportunity in terms of their sales
revenue and volume in the global market especially in the developing economies. They are still
operating within the national boundary and thus huge opportunity is waiting. In this report, the
customer segments and internal determining factors for them are being identified and these
factors should be effectively managed to have favorable long term operation. Moreover, this
sales proposal also recommended that marketing mix elements that will help to create value for
both the entity as well as for the customers. It is expected that the implementation of all the steps
as mentioned in the timeline will help Rogers to tap the growing opportunities for them.

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Appendix
Fig: 1 Market share of Rogers