Etisalat

Marketing
Strategy
Principles of Marketing
 Scope of the
Business
• Etisalat became the fastest telecom service in
the world by supplying Ookla Speedtest with
the best experience for its customers in 2020
• We are now living in a time when
improvements are happening persistently and
unceasingly, and telecommunications
companies have to contend constantly with a
new set of realities
• The telecom industry in the UAE is made up
of a duopoly, with both the two companies
being Etisalat and Du battling head-to-head
in order to go to the frontline of progress
Introduction
Etisalat operates in 16 countries across Asia,
Middle East and Africa over 149 million
costumers out of total population.
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SWOT Analysis

• Largest network • Poor quality due to wide spread network

• Market share • Manage globe operations

• Best in class customer experience • Low network coverage

• International blue chip company • High calling charges

Strengths • Broadband tariff Weaknesses

Opportunities Threats
• Strong economic foundation • Strong competition from Du

• Increase offering to costumers • Incentives of other mobile companies

• Mobile number portability(MNP) • Emerging new telecom company

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 • The regional segmentation distinguishes the
market by geographic regions, such as
capital, state and region
• Demographic segmentation would enable
Etisalat to separate the market as per
demographic information such as age,
ethnicity, gender and income
• If Etisalat prefers behavioral segmentation,
consumers would be grouped as per their
purchasing pattern, such as the level of use
the rewards desired, the opportunities for use
and brand loyalty
• By utilization of psychographic segmentation
would result with in classification of clients as
per their habits, desires, beliefs, beliefs and
Segmentation characteristics

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 • A review of their contact and marketing
approach with rivals would expose new areas
that may be discussed through a tailored
positioning message
• Classify the strengths/weaknesses of the
company by matching it with the rivals in
order to find that the holes presented by the
firm can be filled
• Analyze the positioning of rivals to determine
their own market place
• Using empirical data obtained from a specific
business, consumer and rival polls, create a
strategic plan and regularly assess its validity
by gathering primary and secondary data
(such as focus groups, surveys, interviews,

Targeting and
etc.)
• Using the test findings to make the required
Position changes to the placement of the brand

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 Efficiency Quality

The Company’s operations The Company’s services employ

hinge on efficiency due to the innovation to deliver high
commitment to deliver quality standard products and services
services to its customers

Costumer
Innovation Responsiveness

Competitive The aspect of innovation has

been a significant attribute of
The feedback of the customers
of a particular business entity is

Advantage the Company’s products and

services
essential for reflecting on the
standard of the products and
services offered
Major competitors of Etisalat are Ufone, Smart
Tone, Digicel and Du

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Digital Marketing

Etisalat UAE’s highly targeted Social

Media campaign boosted app installs
and engagement significantly.

The campaign achieved the following

in 3 months:
○ 3% increase in app installs

○ 4.7% increase in app launches

○ 20% increase in offers redeemed

from the app

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 • Etisalat should develop alliances and
collaborations with major competitors in the
market
• Apart from stepping into developing markets,
considering the possible resistance from
already existing players
• Equal distribution mechanisms must be placed
in place to give consumers from different
socioeconomic groups an attractive kit

Recommendations
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○ It is true to say that Etisalat is truly on
of the best company in the world
○ The ultimate focus of this company has
been on innovation and technology, and
they have proved that they are the
pioneers in their field
○ The strategies adopted by the company
are more than enough to compete
effectively in the international market
○ The company has the capability of
providing high end services in many of
the emerging markets in which it
currently operates
○ The UAE telecommunications market is a Conclusion
duopoly while many of the other telecom
markets are more competitive

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Etisalat

Thank
You