Telstra Marketing Plan: Sustainable Telecoms and Youth Marketing

This report provides a detailed marketing plan for Telstra, a telecommunications company, focusing on offering sustainable products to customers, specifically targeting the youth market with internet and mobile services. The plan emphasizes environmental consciousness and social responsibility, leveraging social media for promotion and outlining a budget to achieve marketing and financial objectives. Key strategies include competitive pricing, direct marketing, and promotional offers to attract consumers. The report also covers marketing implementation activities, budget allocation, and evaluation methods to monitor sales, customer satisfaction, and sustainability efforts. The aim is to enhance revenue, increase market share, and provide eco-friendly services, ultimately interconnecting the world while prioritizing climate change, education, and healthcare.

Running Head: Marketing
0
TELSTRA
Marketing principles
Marketing plan
2/14/2020

Marketing
1
Executive Summary
Telstra is a telecommunication company that offers a wide range of services to the customers so
that they stay connected with the world. They have built the connection by providing the
internet, mobile phones and broadcast services. In this report, the market plan of the company
Telstra is explained which offers a sustainable product to the customers. The company not only
adds value to the market but also concern about the climatic environment and social health
services of the people. The youth is targeted as they need internet services more and the
company is also offering the services at the lower prices. The social media is used by the
company for the promotion and budget has also explained in this report. With the help of this
marketing plan, the company can attain marketing and financial objectives.

Marketing
2
Contents
Current Situation..............................................................................................................................3
Objectives........................................................................................................................................3
Target market...................................................................................................................................3
Market strategies..............................................................................................................................4
Positioning...................................................................................................................................4
Product.........................................................................................................................................4
Price.............................................................................................................................................5
Placement.....................................................................................................................................5
Promotion.....................................................................................................................................5
Marketing implementation...............................................................................................................6
Budget..............................................................................................................................................7
Evaluation and control.....................................................................................................................7
References........................................................................................................................................9

Marketing
3
Current Situation
Profile: Telstra is the telecommunication company that was founded on the 1 July 1975 and has
headquartered in Melbourne, Australia. The company offers sustainable offerings of internet
data, fixed-line, network services, data services, etc.
Environmental Analysis: Telstra is providing internet services to the customers so their product
is sustainable development as it also adding value to the economy. The company is providing
digital technology so they help the society in resolving the issues by staying in connection with
the people through the internet (Burges, et al., 2015).
Market and customer analysis: The major market segmentation of the company is the youth
only and their geographical location is mainly in Australia. All the consumers use and admire the
product offered by the company as internet services and mobile data have been used by lower,
middle and rich class people.
Objectives
Financial objective: The current situation of the company is not good as they are incurring the
loss so the financial objective of the company is to enhance their revenues so that net profit can
be increased and they recover from their losses. The financial objective is to achieve a good
return on investment by increasing its net worth (Todorova, 2015).
Market objective: Due to the losses the market share of the company is declining so their
objective is to raise the market share and to give the mobile telephony and data services
worldwide. The company's objective is also to target many customers so they will use the online
promotion to grab the customers.
Sustainability-related Objective: To provide the services to the consumers’ ecofriendly. The
object is also to interconnect the world and give priorities to climate change, education and
healthcare facilities (Bhatti, et al., 2016).

Marketing
4
Target market
The Telstra target market in terms of the geographic area is the people of the Australian country
and majorly Melbourne because the company has headquartered over there so there were more
officers. In terms of demographics, the major target people are the youth as the major uses the
data network and the internet (Saransomrurtai, 2011). Generally, the lower class people are also
targeted by the company as they are offering the product and services at the lower rates. The
usage rate of the internet is high so to target the potential consumers is a major concern.
Market strategies
Positioning
The Telstra Company offers telecommunication services so its positioning is to target the lower
class people who did not have the money to access the mobile data or the internet connection.
The company provides telecommunication services at the lower rates so comparing with the
competition, they gain the advantage of grabbing more customers. The positioning strategy of
the company is to simplify the phone network and to change the consuming habit of the people
by adopting digital media (Birkman, 2017). Without the help of the internet, no digital world can
run so the positioning is to increase the transparency, efficiency and satisfaction of the
customers. To give a reliable network and the superior brand is the positioning marketing
strategy of Telstra.
Product
Nature: The nature of telecommunication products like internet connects will be the
transmissions of messages, signs, signals, information, etc. The communication participants are
used to exchange information.
Level: The core product of the company is to provide effective telecommunication services by
protecting the climate and energy consumption. The digital technology has improved the uses of
telecommunication services and makes the connection easier (Astuti, et al., 2015).
Type: They are the computer network type of products where wireless networks or the internet
are needed. They are the type of telephone companies that provide wired and wireless networks.

Marketing
5
USP: The USP of the company is that they have the great telecom services provider sector so
their network accessibility is good in the market. Their sustainable advantage is that they are
connecting people from different parts of the world.
Brand perception: The product has a good brand perception as the company is working with a
long period of time and its services and devices are effective (Costa, 2015).
Price
The company uses the strategy of competitive pricing to set the price of their product. The
company wants a good return on investment so their goals are to reach the profit by choosing this
price strategy. The company also gives the combo packages and certain offers to the customers at
the lower prices (Connect, 2015). The minimum cots offered by the company are 420 dollars and
the maximum cost offered by the company is 840 dollars for its call rates and packages per year.
The forecast demand will be higher as the demand for broadband, tablets and mobile phones is
continuously increasing. The company uses the method of the price skimming as they enter the
market at the higher prices and good network accessibility but as the sakes of the company
continue, the prices are set lower. The tactic for the base price in the company is to offer the
discount or combo packages when the sales of the company decline to increase the revues.
Placement
The channel structure used by the company is direct marketing as they want to make a personal
link with the customers. The distribution intensity of the Telstra Company is high as they deeply
understand the needs and demand of the product in the market. The company has provided the
logistic services also by providing online and home delivery services. If any issues occurred in
the broadband network then the company repairs that which helps in adding more value to the
company (Costa, 2015). The supply chain of the Telstra Company is effective as they control
their operations in an effective manner and also track and monitor the records. The customer's
requirements in the company are meet up by managing the flow of things by the management.
Promotion
The company Telstra has done promotion through online services and also gives the promotional
offers to attract consumers. The company brings special offers at the festive seasons and gives
the mobile accessories at the discounted price which creates a huge buzz among the customers.

Marketing
6
The target audience is youth majorly so social sites like Instagram, Facebook, and Twitter are the
major sites to attract them. The company also builds up good communication with the customers
which is also the promotion strategy to make a good relation with them in the future. The
company uses the promotional mix strategy in which they target the lower class and youth
people by using social media and personal selling methods. The trained employees of Telstra
also sell the products by doing communication face to face with the consumers and influence
them to buy the product (Griscrevicious, et al., 2012).
Marketing implementation
The marketing implementation includes several activities that are used for marketing products
and services. This is the best way to advertise the services of the company in the market. In the
overall marketing plan, several aspects of the marketing strategies are used that increase the
marketing perspectives of Telstra (Connect, 2015). The company provides the broadcast, internet
and telecommunications services for implementing the marketing activities, product strategy,
price strategy, place strategy and promotional strategies are used in this marketing plan which
manages the marketing of the services.
The target completion date matters a lot in this marketing plan as this date improves the overall
strategies of the marketing. The target needs to be completed within the given deadline. The
target completion date is 15th March 2020 (Jovanov, 2015).
Marketing Activities of Telstra
 Use digital ads for marketing the services in the market
 Improving customer experience by providing branding affordable
 Use marketing tools for managing the diversity of customers
 The company uses personal branding for improving marketing activities.
Responsibility
 Managing the public relations for the better marketing process
 Organize the digital data for advertisements
 Managing marketing tools
 Arrange the branding activities in a proper way

Marketing
7
 Maintain the attraction of customers.
Budget
Revenue 30,000
Less Production Cost
Ingredients 1,000
Less Distribution Cost
Fuel 500
Fewer Expenses
Labor 5,279
Goods and services purchased 9,138
Net impairment losses on financial assets 184
Other expenses 5,234
Less Marketing cost
Advertising 5000
Sales promotion 2000
Projected Profit 1,665
Evaluation and control
There are certain methods to evaluate and control the market strategies
Financial method: The Company can evaluate their profit my monitoring their sales on a daily
basis. The set targets of the company are met or not can be evaluated by analyzing the revenues
of the company (Rehman and Areni, 2014). By calculating the ROI the company can evaluate
how much return they can give to their investments. The company has set the budget so they
have to monitor that on a daily basis to evaluate their performance of the company.

Marketing
8
Marketing: The sales can be calculated at the end of the year which helps in evaluating how
much the company has attained its market share. The company can set take the feedback from
the customers at the stores or at the websites so evaluate the customer's satisfaction. By
endorsing and controlling the things the company can evaluate its performance (Teh and Corbitt,
2015).
Sustainability: There are many wires used in the telecommunication company so by using the
recycle way of things the company can evaluate its sustainability in the market. The company
can also take participate in the campaigning to be more socialize regarding its products.

Marketing
9
References
Astuti, R., Silalahi, R.L.R. and Wijaya, G.D.P., 2015. Marketing strategy based on marketing
mix influence on purchasing decisions of Malang apples consumers at giant Olympic garden
mall (MOG), Malang city, East Java province, Indonesia. Agriculture and Agricultural Science
Procedia, 3, pp.67-71.
Bhatti, H., Abareshi, A. and Pittayachawan, S., 2016, December. An evaluation of customer
repurchase behaviour in mobile telecommunication services in Australia. In 2016 IEEE
International Conference on Industrial Engineering and Engineering Management (IEEM) (pp.
602-606). IEEE.
Birkman, H., 2017. Engagement through content marketing in corporate blogs.
Burgess, S., Sellitto, C., Cox, C. and Buultjens, J., 2015. Strategies for adopting consumer‐
generated media in small‐sized to medium‐sized tourism enterprises. International Journal of
Tourism Research, 17(5), pp.432-441.
Connect, E., 2015. The Digital Marketplace-Marketing and Market Development in a Connected
World.
Costa, L., 2015. The transformation of wholesale (B2B) telecommunications products into true
services. International Journal of Engineering and Industrial Management, (5), pp.93-114.
Griskevicius, V., Cantú, S.M. and Van Vugt, M., 2012. The evolutionary bases for sustainable
behavior: Implications for marketing, policy, and social entrepreneurship. Journal of Public
Policy & Marketing, 31(1), pp.115-128.
Jovanov, T., 2015. Principles of marketing: Setting goals and marketing strategies.
Rahman, K. and Areni, C.S., 2014. Marketing strategies for services: is brand architecture a
viable way forward?. Journal of Strategic Marketing, 22(4), pp.328-346.
Saransomrurtai, C., 2011. Converting a social network into a brand network: How brand profile
on Facebook is used as an online marketing communication tool (Doctoral dissertation,
Auckland University of Technology).

Marketing
10
Teh, D. and Corbitt, B., 2015. Building sustainability strategy in business. Journal of Business
Strategy.
Todorova, G., 2015. Marketing communication mix. Trakia Journal of Sciences, 13(1), pp.368-
374.