Who is telus target market

They look for stability in life. They want reliable and worry free products and services. Family and health becomes more of a priority. They are less adaptable to newer technologies, as well; they hope less for the latest products. They want simple, easy to use products and services that they understand and are comfortable with. Also, for phone services, they want to be able to trust the brand since it connects with the potential safety of their children.

For Phone services, these consumers are more likely to use more calling and less texting than the 25 to 34 age segment. They are also more likely to use long distance phone services due to work trips or calling relatives in China. This market segment requires more customer service as they need more assistance in understanding the newer technology and services. These consumers tend to be more price sensitive as they understand the value of money and have experienced how difficult it is to earn and save money.

Also, Chinese parents have the mentality of saving the best for their children than spending the money yon themselves. They can live without the latest features if it means paying less and saving more for their children.

Furthermore, with the increase in expense and responsibility, they become more sensible in terms of personal financial management, thus more prices sensitive. They tend to have a set place to live, and a routine life. They might be 4. Within this age segment, the consumers have already chosen or have a preference in which phone providers they are most comfortable with. They are also more prone to staying with that service provider as well as the product that they are using.

In other words, if at this stay of their life, they are not a TELUS user, they are less likely to switch over than the other two segments. Stability is very important, so they avoid more changes from their current state. These consumers are most likely to use calling services. For their children who are far from them, they require more long distance service than other users.

The support this market segment needs is customer service that teaches them how to use the newer product. At their age, they have a less developed knowledge of the products and their will of figuring out on their own also decreases.

Sometimes, it is necessary that they have the support to teach them about new innovation. These consumers tend to be less price sensitive. They have more resources one their children have moved out. Living on their own, they want more so of a stability, familiar and trustworthy service rather than cheaper price. Statistics: The average income of Chinese males within Canada are as of the following: Age Income in dollars 25 to 44 34, 45 to 64 36, The average income of Chinese females within Canada are as of the following: Age Income in dollars 25 to 44 24, 45 to 64 23, Each year, 30 [1] new Chinese immigrants come to Canada.

Competition Analysis 5. In this case, Rogers offers a slightly better price to customers due to the unlimited national, talking and texting it provides to customers. However, since Rogers does not provide prepaid minutes to Asia, their customers are forced to look elsewhere for this feature. This provides TELUS with a larger potential market and the opportunity to further expand their market share for the chinese community.

Their customer service is also in both Mandarin and Cantonese. They would be able to talk to someone who can speak their own language to remove that communication barrier. This allows customers to contact their friends and family in China. Now they would not need to rely on the unstable service of VoiP while the price for the calls is not too different.

Telus provides the newest phones as well. It creates a sense of exclusivity for these customers, since they always seek for the very best on the market. It provides people with a wider selection of what they want.

TELUS has a quick and reliable network coverage. This ensures good quality service, which is very important to our market because they want the very best. Weakness The customer service representatives are not all fluent in both Chinese Mandarin and Chinese Cantonese. There is no unlimited long distance calling to China.

This will be an issue to those who contact their family constantly when they are in Canada. Because of this, many people will be discouraged from switching to TELUS since they cannot talk freely with their family without having to worry if their minutes are up or not.

Since long distance calls are 7. However, if it decided to work with another company for example, Starbucks, TELUS will be able give out gift cards for every purchase. For example, Starbucks will be able to reach Chinese gen y consumers with the potential of expanding their market share.

As a result, this allows for people to experience it first hand from TELUS and creates a sense of exclusivity as well. Moreover, the number of people adopting smartphones are increasing which in turn increases the number of potential future customers. If TELUS is able to offer the newest devices exclusively or at a cheaper rate, there will be an increase in the number of new users when a new device is introduced into the market.

Following factors should be considered to develop the product strategy- quality, variety, features, packaging, brand name and augmented services. This Marketing Strategy element requires an evaluation of the value of products for targeted customers.

The pricing strategy of the TELUS will focus on setting the list price, credit terms, payment period and discounts. It should decide:. TELUS can blend above and below the line promotional strategies to achieve its marketing objectives. Below the line promotion options are- catalogues, tradeshows and direct mail campaigns. The strategies will be more effective if the company understands the needs, expectations and attitude of its customers.

The detailed analysis leads towards the identification of different customer profiles or segments as explained in detail in the next section. The customer analysis and development of segmentation strategies run in parallel. TELUS can use the information obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as discussed below:.

The development of TELUS Marketing Strategy requires identifying segmentation basis to understand the specific buying behaviour of customers. The needs, expectations and buying behaviour of customers are heterogeneous and depend on multifaceted factors- like:. By using the segmentation technique, TELUS can narrow down the large, diversified target audience into specific and narrowly defined groups.

Market segmentation surveys are common methods of obtaining the customer-specific information that could be used to create groups sharing common characteristics.

After understanding the unique buying behaviour of customers and getting the required information through surveys, TELUS can divide the market into small homogeneous groups. It can be done by exploring the geographic, demographic, behavioural and psychographic characteristics of customers. The company can use one or more of these segmentation strategies to choose the right market segments and develop an effective Marketing Strategy.

TELUS can combine the different segmentation strategies for more specific targeting as explained in the next section. The targeting can be done by evaluating the commercial attractiveness and growth potential of identified segments.

The commercial attractiveness and growth potential of each segment can be evaluated by using the following indicators:. After segmenting the customer market and choosing the right target market, TELUS now requires to set a clear positioning statement that could create a positive image of the offered product in the customers' mind. TELUS can follow the following steps to develop an effective positioning strategy:.

The survival in the increasingly competitive market requires TELUS to set the clear differentiation basis that could provide an edge against rivals.

Some examples of USPs are the highest quality, lowest cost or uniqueness of idea. Identifying USPs is not sufficient as the effectiveness of the Marketing Strategy of TELUS will directly depend on management's ability to communicate the identified unique selling propositions. The pictorial presentation of the Porter Model is given below:. The differentiation strategy focuses on developing brand loyalty by offering premium products.

The company can find different ways to develop differentiation leadership, such as- by focusing on the reliability, durability, benefits and distinctive features of products, by developing strong brand recognition and by increasing expenditure on marketing efforts like celebrity endorsements and sponsorships etc. TELUS can set achieve competitive advantage by adopting product, service, quality, image, people or innovation differentiation.

Following the model shows how TELUS can develop an effective Marketing Strategy by evaluating its resources and capabilities, identifying distinctive competencies and leveraging those competencies by adopting either cost or differentiation orientation:. TELUS should continuously evaluate its product line by assessing their growth potential and share in the market. The products can be classified into the following categories:. The high number of stars and cash cows will indicate good performance, whereas, a high number of question marks and dogs will be a cause of concern for TELUS.

Brand equity reflects the overall value of the brand. The customers' experiences and perceptions determine the brand value. Positive perceptions reflect the high brand value and positive brand equity, while negative perceptions reflect the low brand value and negative brand equity.

TELUS should continuously evaluate its brand equity to ensure the long-term survival in an increasingly complex and competitive customer market.

It can be done by evaluating the following brand equity components:. Brand awareness provides the basis for brand equity development process. High brand awareness shows that the customers know that the TELUS brand exists and can recall the important brand-related information. The company can measure brand awareness by conducting brand recall surveys. The high brand awareness acts as an anchor to other associations. It is important for TELUS to carefully plan each interaction with internal and external environmental actors such as government, employees, shareholders and media , as customers develop brand association not only due to direct interaction with the brand, but also the indirect interaction with different environmental factors.

Browse marketing analysis of more brands and companies similar to Telus. The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way. What is MBA Skool? About Us.

Business Courses. Quizzes test your expertise in business and Skill tests evaluate your management traits. Related Content. All Business Sections.