Singtel Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Singtel through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Singtel Product Strategy:
Singtel is the flagship telecom brand based out of Singapore. Singtel started off as a service provider for fixed line telephone services but over the years the company diversified its marketing mix product & service providing base. Today the brand offers services like high speed internet like Wi-Fi, broadband plans & 4G services both post-paid and pre-paid, internet-based TV connections like setup box, Singtel TV Go, Video-on-demand services and DVR portals as well as mobile phone networks. The company also provides lifestyle services like Singtel music, Singtel newsstand, Apps, Singtel smart home, Singtel dash, surf school etc. Singtel has also taken some bold steps in the past to diversify its products when it became Singapore’s first e-book provider by the name of Skoob in the year 2011. Skoob was later shut down in the year 2013. The company also released a skype and WhatsApp competitor called Wavee in 2015. Singtel is also in works with google to build a superfast undersea cable linking the U.S and Japan.
Image: Wikimedia
This concludes the product strategy in Singtel marketing mix & strategy.
Singtel Price/Pricing Strategy:
Below is the pricing strategy in Singtel marketing mix strategy:
The services provided by SingTel are variably priced depending on the type of product a customer is opting for. The range of its services lie from $49.90 to $ 189.00 per month.
Singtel also offers some free services like first 2 months free of a TV subscription, exclusive deals, no queuing online convenience, free installation and waiver up to $145 applicable on any type of service. The brand also offers interesting packs like $330 off on Samsung Galaxy Note 9 with a mobile plan sign up, free 3 GB/ month for 24 months on switching to Singtel, $6.90/month for Food and Leisure Pack which also provides home décor and travel.
Singtel Place & Distribution Strategy:
Following is the distribution strategy in the Singtel marketing mix:
Singtel has its headquarters in Singapore and is has a vast network of offices in the Asia Pacific region, Europe, Australia, Africa and the USA with an employee base of more than 25,000 people serving 685 million mobile customers alone across the globe. Singtel’s submarine mobile network provides services to over 100 countries including the Middle East. To increase its reach the brand has various subsidiaries In other countries like Bharti Airtel in India, South Asia and Africa, Telkomsel in Indonesia, Globe Telecom in the Philippines, Telecom Egypt & T-Mobile Egypt in Egypt, Optus in Australia and Advanced Info Service in Thailand.
All of its services are also available in an online platform to increase its reach to its customers.
Singtel Promotion & Advertising Strategy:
The promotional and advertising strategy in the Singtel marketing mix is as follows:
Singtel uses the traditional methods of advertising like digital media, print, newspaper and billboards. The company also has various tie-ups with technological giants like Google, Microsoft, Hewlett Packard and Apple to further increase its brand equity. Singtel is also promotes its services by increasing its visibility through sponsorship event. It was the title sponsor of the inaugural Singapore Grand Prix in Singapore. It also acquired broadcast rights for 2012 summer Olympics and provided 15 new ESPN STAR Sports channels to its viewers free of cost.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Singtel.
People:
SingTel has a set of very competent and passionate workforce across diverse businesses. Singtel as a brand is known to nourish and sustain its employee’s well-being. The company has more than 4 million users of its services, which are handled by an efficient workforce of more than 25000 employees.
Process:
The people at SingTel are known to be dedicated and friendly and command a customer loyalty that is rarely seen in companies of today’s era. Also, the data collected by Singtel is covered by General Data Protection regulation (GDPR) and conduct their business in compliance with Personal Data Protection Act (PDPA) to ensure the data of its customers is not breached.
Physical Evidence:
Singtel services provided by are very diverse. The brand provides support for business mobile, internet, Telephone services. The customers can also manage their Singtel account through a mobile app called “My Singtel” from their mobile devices. Singtel also has an online website dedicated for its customers in which the customers can log into their account and check their services, check their contract eligibility and more. This concludes the marketing mix of Singtel.
About Singtel:
The journey of this company started in the year 1879 when Bennett Pell a local manager at the Eastern Extension Telegraph Company set up a 50-line exchange system in Singapore. Till July 1882 Singapore’s phone network was operated by the Oriental Telephone and Electric Company (OTEC) and the company had set up 60 lines to connect major business corporations like Chartered Bank, Behn Meyer & Co and the Singapore Stock exchange. In the year 1955 Singtel got the monopoly of providing telecom services after it got exclusive rights from The Singapore Telephone Board (STB) to operate telephone services in Singapore. By 1993 Singtel became a public company and in the year 1997 it lost its monopoly of being the only telecom service provider in Singapore. The company got huge compensations i.e. about $1.5 billion for this by the government of Singapore. Singtel got its 3G licence in April 2001, by 2003 the company revealed Ericsson to be its 3G service vendor and by the year 2005 3G services were launched in Singapore. Apart from its services Singtel is also known for its integrity.
This was made clear in the year 2015 when Singtel broke all ties with social media platform Gushcloud, when the latter tried to launch a negative campaign against M1 and Starhub. M1 and Starhub who are the major competitors of Singtel in the telecommunication industry also received an apology from Singtel regarding the Gushcloud issue.
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