Script for Brand Plan - Telstra PDF

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brand plan script for presentation....

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Strategic recommendations: Georgie

I’d now like to discuss some strategic recommendations for the future of the Telstra brand to address the T22 strategy goals and better align Telstra as a brand with the company’s objectives and brand vision. Recommendation One: Building Brand Resonance Brand Resonance is a long-term goal of any brand looking to strengthen their relationships with consumers. This strategy is recommended to Telstra, with an aim to move their customers to the resonance stage of the pyramid. In order to reach this position on the Brand resonance chart, the customer must gain complete brand trust, in order to achieve a sense of brand loyalty. With rising competition within the Telecommunications industry, it is important for Telstra to remain valuable to their customers and provide a service other Telcos can’t offer.

Developing relationships with consumers through being involved in the customer experience and acting on feedback when a customer is seeking support is key to encouraging positive relationships with a brand. These four steps are vital to achieve brand resonance. 1. Engage your customers on an emotional level. “ ... 2. Learn everything you can about your customers and their goals. “ ... 3. Target your content for specific audience segments. “ ... 4. Listen to feedback and adjust accordingly. “ Initiatives to be implemented to address these steps could encompass a range of social campaigning, surveying and consumer research to gain better insight into customer needs which will then allow for adequate responses to be implemented as a company in order to accurately address consumer needs and build stronger relationships.

Recommendation Two: Improving Brand Associations Building on positive customer associations with Telstra is vital to maintaining the company’s status as one of Australia’s most valuable brands. Understanding what stands between the customer and using a service is important. That’s why Telstra should address their most common customer pain points which consistently include a lack of action, or delayed action by their service provider. As Telstra only accounts for just over half of customer complaints per year, it is imperative for Telstra to implement a stronger response to customer complaints and concerns in order to strengthen customer relationships with the brand. Further, implementing marketing strategies to counteract negative feedback and promote a more positive brand image can also be used to enhance the companies ability to be proactive in responding to customer complaints. Such strategies could include social media and email campaigning that promote easy communication between Telstra and their customers. These strategies offer a consumer the opportunity to learn further about Telstra’s complaint management strategies and form closer relationships with the brand, while Telstra is able to gain greater insight into specific customer issues and address these efficiently through online platforms and forums.

Further to this, Telstra can get involved within the community through sponsorship opportunities and promote CSR initiatives to enhance their brand image. Sponsoring local community and sporting events or organisations that support causes that align well with Telstra’s core values are another way to enhance the community's perception of the brand. Addressing these issues surrounding service quality and customer satisfaction are vital to improving the Telstra brands associations and the Australian community’s perception of the brand. Improving brand associations will create more positive attitudes and feelings for Telstra within the community, thus helping the company’s growth through increased brand trust and loyalty within the Australian community, thus enhancing brand resonance. Further to this, enhancing brand associations within the community will provide Telstra with a far more competitive advantage against other telco companies in the industry. Recommendation Three: Product Simplification Aligning closely with Telstra’s T22 strategy, our final recommendation is to simplify Telstra’s products and services. With over 1800 plans on offer to the average Telstra consumer, product offerings are overwhelming and affect the company's efficiency.

By simplifying the product range at Telstra through reconstructing plan options, bundles and packages with a focus on the core needs of the consumer Telstra can provide a more useful, effective and efficient service to its customers. Functional values are the most important sector to target with recent studies showing that companies who encompass these values in their product offerings perform better. Improving brand value through offering functional services and products to the consumer can encompass benefits such as time saving, profitability, reduction in effort and ease of use. All significantly valuable aspects a consumer considers when selecting a service provider, it is vital for Telstra to adapt their product offerings to enhance their value to the consumer.

Overall, our brand plan and strategic recommendations have been designed to enable the Telstra brand to address current issues the company is facing and enable positive growth into the future. On behalf of the team at A+ consulting, we would like to thank you for your time....