Analysis of Telstra's Marketing Strategies: Telstra TV in Australia

This report provides an analysis of Telstra's marketing strategies, focusing on Telstra TV as a key product. It discusses Telstra's background, target market, and marketing mix elements, including product differentiation and market penetration strategies. The analysis covers aspects such as product features, pricing, distribution channels, and promotional activities. The report concludes that Telstra's success in Australia is largely attributed to its effective marketing techniques. Recommendations for future improvements include monitoring competitor strategies, partnering with mobile phone companies, and expanding business operations internationally. The report references various sources to support its findings and suggestions.

Marketing

Company Background
Telstra is one of the largest company
in Australian telecommunication
sector.
Founded in the year 1975.
Current CEO of Telstra is Andy Penn.
There are various mobile companies
which access the Telstra network
(Telstra Corporation Limited, 2018).
Competitors: Vodafone and Optus
The chosen product is Telstra TV.

ABOUT TELSTRA TV
 Telstra TV is Australia’s first
integrated live TV, on-
demands and catch-up
search function.
 Search for the titles
through live TV, Netflix,
Foxtel Now, BigPond
Movies, Stan etc.
 Customers needs to have
Telstra broadband services.
 It is like Fetch and Apple TV
(Simpson, 2016).
 It provides access to
photos and music stored
on home network.

Target Market
 People from between the age of 18 to 55
years.
 Both males and females (Schlegelmilch, 2016)
 Under geographic segmentation, it offers its
products and services in both urban and rural
areas of Australia.
 People who love to watch movies and TV
shows on Netflix and other platforms.
 Working and business professionals
 The company offers different plans and
schemes to maintain loyalty among
customers (Khan, 2014).

Marketing Strategies
 Product Differentiation and market penetration
 Product:
 Telstra offers Telstra TV that plays the movies and
TV shows from Netflix, BigPond and others.
 (Wensley, 2016).
 Price:
 The prices of this product is higher i.e. 99$ per
month or higher.
 Place:
 Retail stores in Australia
 Promotion:
 Promotional strategies like advertising, sales
promotion, contests, value added services etc.
(Cameron, 2014).

Conclusion and
Recommendations
 It is hereby concluded that Telstra is operating
its business successfully in Australia.
 The major reason behind its growth is its
marketing techniques and strategies.
 For Telstra TV, it is has implemented effective
strategies.
 In the future, the company should consider the
strategies and prices of competing brands.
 It should partner with the mobile phone
companies.
 It should expand its business in foreign nations.

References
Cameron, N., 2014, Telstra looks to connect with new brand marketing
program, Available from
https://www.cmo.com.au/article/536682/telstra_looks_connect_new_brand
_marketing_program/
[Accessed on 7 September 2018].
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a
conceptual review paper). International journal of information, business
and management, 6(2), p.95.
Simpson, C, 2016, Telstra Is The Exclusive Telco For The Google Pixel In
Australia, Available from
https://www.gizmodo.com.au/2016/10/telstra-is-the-exclusive-telco-for-the
-google-pixel-in-australia/
[Accessed on 7 September 2018].
Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in Global
Markets. In Global Marketing Strategy(pp. 63-82). Springer, Cham.
Telstra Corporation Limited, 2018,
Telstra - mobile phones, prepaid phones, broadband, internet, home
phones and broadband internet, Available from
https://www.telstra.com.au/ [Accessed on 7 September 2018].
Wensley, R., 2016. The basics of marketing strategy. In The marketing
book (pp. 75-107). Routledge.