Report: Critical Analysis of Singtel's Brand Management Strategy

This report provides a critical review of Singtel's brand development strategy. It examines the company's background and its application of the CBBE model, analyzing brand identity, meaning, response, and resonance. The report then delves into Singtel's marketing mix, covering product, price, place, promotion, process, people, and physical evidence. Furthermore, it explores Singtel's segmentation, targeting, and positioning strategies, including geographic, demographic, psychographic, and behavioral segmentation. The analysis includes recommendations for maintaining a competitive edge in the telecommunications industry, emphasizing the importance of customer service. Overall, the report offers a detailed examination of Singtel's brand management approaches and their effectiveness.

Running head: BRAND MANAGEMENT
BRAND MANAGEMENT
Name of the Student
Name of the University
Author Note

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Executive Summary
The main aim of this essay will be to critically review the brand development strategy of the
organization of Singtel. The justifications will be provided for the decisions taken by them.
The discussion will include CBBE and Marketing Mix, Segmentation, Targeting and
Positioning among the marketing theories used by them.

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Table of Contents
Introduction................................................................................................................................4
Company Background................................................................................................................4
CBBE Model..............................................................................................................................5
Level 1 – Brand Identity........................................................................................................5
Level 2 – Brand Meaning.......................................................................................................5
Level 3 – Brand Response......................................................................................................5
Level 4 – Brand Resonance....................................................................................................6
Marketing Mix...........................................................................................................................6
Product...................................................................................................................................6
Price........................................................................................................................................7
Place.......................................................................................................................................7
Promotion...............................................................................................................................7
Process....................................................................................................................................8
People.....................................................................................................................................8
Physical Evidence..................................................................................................................8
Segmentation, Targeting and Positioning..................................................................................9
Segmentation..........................................................................................................................9
Geographic.........................................................................................................................9
Demographic......................................................................................................................9
Psychographic....................................................................................................................9
Behavioral..........................................................................................................................9

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Targeting................................................................................................................................9
Positioning............................................................................................................................10
Recommendation......................................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

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Introduction
The main aim of this essay will be to critically review the brand development strategy
of the organization of Singtel. The justifications will be provided for the decisions taken by
them. The discussion will include CBBE and Marketing Mix, Segmentation, Targeting and
Positioning among the marketing theories used by them.
Company Background
Singtel, or Singapore Telecommunications Limited, is a telecommunication
organization which hails from Singapore. They are the largest operator of mobile network in
the region of Singapore, with more than 4.1 million subscribers, and possess a combined
mobile subscriber base of more than 700 million customers by the help of subsidiaries till
2017. The organization was previously known as Telecommunications Equipment and
founded in the year of 1879. The customers are spread in the continents of Asia. Africa and
Australia and includes the products like broadband and fixed-line internet services, fixed-line
and mobile telephony, IT and network services and digital television. The organization
closely work with their associates, engaged in the scale of networks, enhances the reach to
the customers and in extensive operational experience in order to shape and lead the
communications industry to reach into a new level. The mission of the organization is to
break the barriers and build the bonds with others to make world a better place by using the
advancement of technology, so that the people around the world can communicate effectively
and effortlessly to maintain the flow of the business operations globally. Singtel is committed
to make the communication faster, easier and more reliable for customers, apart from
delivering vales to the shareholders of the organization. They are working towards a goal to
deliver higher returns as well as positive impacts to the shareholders of the organization and
to create sustainable long-term growth.

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CBBE Model
Keller’s Brand equity model or the CBBE model is a pyramid, which helps to tell us
about the procedure or ways of understanding the customers along with implementation of
the strategies in a structured way (Nuseibah & Wolff, 2014).
Level 1 – Brand Identity
Here, the organization recognizes themselves as a b rand in the marketplaces where
they are serving. In this context, Singtel helps to connect the society in a different way, which
will help to maintain the flow of the communication among the people in the businesses that
operates around the world and to hold the sustainability in the competitive market of
telecommunication industry. They provide a different experience to their customers with
maintaining the advancement of the technology in their offerings. The stronger brand identity
of Singtel helps them to enjoy a competitive edge over others.
Level 2 – Brand Meaning
The meaning of the brand must be clear to its end customers. In this context, Singtel is
clear to its customers about their mission, vision and goal. They also provide a good customer
service, which helps to attract new people as well as retain the old customers, which helps to
earn a good amount of revenue from the competitive market of telecommunication industry.
The brand performance of Singtel helps them to edge out their competitors and satisfy the
needs and wants of the customers. It also includes the vision from the viewpoint of customers
towards the brand of Singtel.
Level 3 – Brand Response
This involves the perception of the customers towards a particular brand after they
purchase the product and avail their services. Here, Singtel are able to connect with their
customers or subscriber base, along with providing an excellent customer service support. All

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these helps in the word-of-mouth publicity for the brand and possess a positive emotion to the
brand value of Singtel. The customers of this organization at as a brand advocate. They
provide their judgement towards the brand name of Singtel and expresses their feelings about
the products and services provided by the organization.
Level 4 – Brand Resonance
Singtel is an organization who structures their strategies according to the requirements
of their customers present in the marketplaces globally. They are successful in creation of a
channel to connect with their customers effectively and efficiently and increase their values
to the customers to whom they are serving their products and services. If the number of
satisfied customer increases, it will help to enjoy the competitive edge over its competitors
and earn revenue which can be utilized in growth of the organization (Hossain, M., & Suchy,
2013).
Marketing Mix
Product
As discussed, the products of the organization of Singtel includes broadband and
fixed-line internet services, fixed-line and mobile telephony, IT and network services and
digital television. They started their organization by providing services for fixed line
telephone services but diversified themselves in providing products and services. At present,
the organization provides services like post-paid and pre-paid broadband plans & 4G
services, Wi-Fi, internet-based TV connections like setup box, Video-on-demand services
and DVR portals as well as mobile phone networks and Singtel TV Go. The organization also
provides lifestyle services like Singtel newsstand, Singtel music, Apps, Singtel dash, Singtel
smart home, surf school among others (Grossberg, 2014). It has helped the organization to
increase the perceived value of the services and products provided by them.

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Price
The prices of the services provided by the organization of Singtel depends on the type
of product the customers are buying to avail their services. The range of the services provided
lie from $49.90 to $ 189.00 per month. The organization also offers some free services, for
example, exclusive deals for the customers, first 2 months free of a TV subscription, free
installation and waiver up to $145 applicable on any type of services provided by them, no
queuing online convenience and others (Venkatesh, Singhal & Mathew, 2018).
Place
As mentioned earlier, Singtel has its headquarter in Singapore and possess a huge
network of offices in Europe, Asia Pacific region, Africa, Australia and the United States of
America with an employee base of more than 25,000, who are committed in serving more
than 700 million mobile customers around the world. The submarine mobile network
provided by the organization serves more than 100 countries, which includes the Middle East.
The brand also possesses a number of subsidiaries in nations like Telkomsel in Indonesia,
Bharti Airtel in India, South Asia and Africa, Globe Telecom in the Philippines, Optus in
Australia, Telecom & T-Mobile in Egypt and Advanced Info Service in Thailand in order to
reach to maximum number of people. The organization has successfully placed themselves as
a brand by developed the strategy according to the needs and wants of the people.
Promotion
Singtel takes the help of traditional methods of advertising like newspapers, digital
media and billboards. Apart from these, the organization also has various tie-ups with
technological giants like Microsoft, Google, Apple and Hewlett Packard to maximise the
brand equity of the organization. They also promote their services by increasing its visibility
through sponsorship events held across the locations where they run their business

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operations. For example, the organization was the title sponsor of the inaugural Singapore
Grand Prix, which was held in the year 2008 (Leng, 2014). They were also successful in
acquisition of the broadcasting rights for 2012 Summer Olympics and provided 15 new
ESPN STAR Sports channels to the viewers of the organization free of cost. Singtel has
successfully promoted themselves to retain as well as attract customers from the market.
Process
The process in Singtel helps the people to work with dedication and friendly
atmosphere prevailing in the organization in the places where the organization run their
businesses. The data collected by them is covered by General Data Protection Regulation
(GDPR) and operate their business in compliance with Personal Data Protection Act (PDPA)
to assure that the data of the customers is not breached. The strategy towards the brand is to
safeguard the interests of the people who are using their services.
People
The people in the organization of Singtel includes its employees, long with the
management, apart from all the customers who avail different kind of services of Singtel. The
brand possesses a set of very passionate and competent workforce, across all the diverse
businesses of Singtel.
Physical Evidence
The organization of Singtel provides a diverse support as a brand for their internet,
business mobile and telephone services. The customers can also manage their Singtel account
through a mobile app called “My Singtel” from their mobile devices. The organization also
possesses an online website dedicated for their customers where they can log into their
account and check their contract eligibility, services and others. All these brand strategies has
helped the organization to gain the competitive edge over its rivals.

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Segmentation, Targeting and Positioning
Segmentation
Geographic
Mainly the urban and semi-urban areas are the targeted customers of the organization,
as they are the users who uses their services mostly.
Demographic
They are business consumers desired for high speed connection, business consumers
convinced with medium speed connection, private users satisfied with medium speed
connection and personal consumers demand for High speed connection
Psychographic
Singtel segments or divide their users or customers, users as business customers and
personal customers, and are dependent on the speed of the fibre internet service provided to
its consumers.
Behavioral
Singtel also segregates their market according to the speed of the services provided by
them, like, it could be segmented as high speed (from 500Mbps to 1Gbps) customers and
medium speed (50 Mbps to 500 Mbps) customers (Mishra, Mohanty & Mohanty, 2015).
Targeting
The main targeted customers of Singtel are those people who are engaged in games,
digital advertising by Amobee, advanced communication and ecommerce, with the
accessibility of e-payments as well. They have identified that they need an advanced
interaction platform, mainly for the modern tech-savvy people in order to replace present
customer interaction in the form of voice messaging. They think that revenue earning from

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traditional way of messaging and voice will continue to decline. So, the commercial model
needs to be changed accordingly by the help of premium messaging, which will include voice
messaging as well. This customer interaction model is a major motivator for growth in this
telecommunication industry (Firmansyah, 2016).
Positioning
For maintaining the rivalry edge or favour over its rivals Singtel follows the strategy
of differentiation generic in the. Therefore, they need to cover most of the market of
telecommunication industry, and to enjoy the maximum market share among the
organizations from this sector. In the context of the operating price along with more
differentiation planning by mixing the rest of the services of the organization along with the
latest fibre items in term of packaging, it’s necessary that Singtel should give away the most
expensive and technologically sophisticated market, that is, the high-velocity connection
market. They have chosen two kinds of groups. They are Personal Users convinced with
medium speed connection and Business Consumers convinced with medium speed
connection (Durrani & Islam, 2018).
Recommendation
Telecommunication industry is one of the competitive business industries. So, Singtel
need to maintain the sustainability in the marketplaces where they are operating. Customer
service is one of the major areas where the organization need to focus, as they form the base
of revenue earning of the organization. More number off satisfied customers will help to
promote the organization and Singtel will be able to attract a greater number of new people
besides retaining their old customers as well. Innovative ideas also need to be introduced in
the marketplaces, and they can also consider targeting some untapped market places globally.

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Conclusion
From the above discussion, it can be concluded that Singtel is one of the finest
telecommunication organization around the world and possesses the qualities to sustain in
this highly competitive marketplace. They have to follow the recommendations effectively
and efficiently to enjoy a competitive edge over others.

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References
Durrani, M. B. K., & Islam, R. (2018). Impact of resource management on MNCs for
survival and growth in a dynamic/consolidating market: Case studies on Telecom
Multinational corporation.
Firmansyah, E. A. (2016). HOW CAN THE INDONESIAN TELECOMMUNICATION
GIANT PERSIST AMID THE COMPETITION? A CASE OF TELKOMSEL
INC. Jurnal Manajemen dan Bisnis: Performa, (1), 15-27.
Grossberg, K. A. (2014). Marketing Champions: Exemplars of Product Innovation as Key to
Marketing Strategy. Waseda Business & Economic Studies, 49, 23-31.
Hossain, M., & Suchy, N. J. (2013). Influence of customer satisfaction on loyalty: A study on
mobile telecommunication industry. Journal of Social Sciences, 9(2), 73-80.
Leng, H. K. (2014). The Marketing of the F1 SingTel Singapore Grand Prix. In Strategies in
sports marketing: technologies and emerging trends (pp. 29-39). IGI Global.
Mishra, S. P., Mohanty, A. K., & Mohanty, B. (2015). Are there dominant approaches to
strategy making?. Vilakshan: The XIMB Journal of Management, 12(1).
Nuseibah, A., & Wolff, C. (2014). Digital business ecosystem development for M2M
projects. Scientific Committee–Editorial Board, 145.
Venkatesh, R., Singhal, T. K., & Mathew, L. (2018). Emergence of digital services
innovation as a path to business transformation: Case of Communication Services
Providers in GCC region (No. 585). EasyChair.

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