Telstra Marketing Communications

Telstra Marketing Communications
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Telstra Marketing Communications
Telstra utilizes various marketing communication strategies to enhance value proposition creation. Customer experience and satisfaction are vital elements in developing value proposition strategies. The two essential strategies that Telstra utilizes are Telstra 2022 Makeover strategy and the Telstra customer contact strategy.
1 Telstra 2022 Makeover Strategy
Telstra aims to strengthen its customer experience, modify its operational structure and reduce costs through the strategy. The strategy's main focus makes a reflection on significant aspects of marketing. Telstra aims to create "InfraCo," a wholly-owned enterprise to enhance sustainable performance and create future options for merging through the post-NBN period (Gerrand, 2019). Through restructuring, the infrastructure unit, InfraCo, split into three business units; InfraCo Fixed, which manages fixed-line assets; InfraCo Towers that manage the mobile infrastructure; and ServeCo, which owns mobile phones and spectrum assets (Adhikari, 2020). The Company also strategizes at strengthening customer experience through the transformation of its pricing mechanism and customer plans. Cost-cutting measures in their productivity program will increase to $2.5 billion by FY22, with an additional 8,000 net decrease in workers and contractors and management layers (Telstra, 2018). It also aims to improve its balance sheet statement by monetizing its assets up to two billion U.S. dollars. The Company set itself as a premium brand to continue leading and dominating the 5G network sphere.
The new strategy that Telstra aims to utilize has four significant pillars. According to its CEO, the method eliminates and reduces pain points for its customers by transforming the nature of telecommunication products and services globally (Penn, 2019). The four vital pillars include; simplification of its operational structure and working conditions to empower its workforce and customers; enhancing portfolio management and creating effective cost reduction initiatives in the industry; simplifying its products, addressing customer challenges, and creating digital experiences; developing a feasible infrastructure entity to improve performance (Telstra, 2018). Technological innovation and competition are progressively driving the industry's level and rate of growth. Traditional businesses that do not adapt will be the most harmed in this environment. The workforce and entire staff have put more effort into ensuring the Company becomes feasible and survives in the dynamic environment. To maintain its position as the nation's top telecommunications business, it must take bolder actions to improve customer experience and broaden its market share (Penn, 2019). 
The Company's management, led by the CEO, is building a brand-new Telstra that's ready to take the market by storm. Smaller, more focused teams capable of adapting quickly to change will be the norm in the future, as will be the organizational structure and working methods. ...