Extensive Marketing Strategy of NTT – With Detailed Overview

Updated on: Sep 25, 2022
Marketing Strategy Of NTT - Featured Image

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In our last post, we learned about the marketing strategy of Welspun India, a leading textile company. In this blog, we will discuss the marketing strategy of NTT – Japan’s telecommunications corporation.

NTT is a Japan-based multinational telecommunication company with its headquarters in Tokyo, Japan. This company provides various telecommunication services including leader circuits, terminal equipment sales, telegraph, data communication, telephone and other related services.

The objective is to help you gain insights into NTT’s transition from being a Japan-based company to becoming one of the most recognized and respected firms all over the world.

In the last decade, the role of traditional marketing has decreased with rising artificial intelligence-driven algorithms that provide marketers with an easy-to-measure tool based on impressions, clicks, and other behavioural aspects.

Marketing has become a part of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in new-age digital marketing, then you must definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

In this blog, we will fully cover the marketing strategy of NTT. But before we begin with the marketing strategy of NTT, let us dive deep and first start by learning the company’s story, target audience and digital presence of NTT which stands for The Nippon Telegraph and Telephone corporation.

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About NTT 

Marketing Strategy Of NTT - NTT

The Nippon Telegraph and Telephone corporation which is mainly known as NTT is a Japanese company and its headquarters is in Tokyo, Japan. It is very successful in the industry and it has ranked 55 in the fortune global 500 it is the 3rd largest telecommunication company worldwide in terms of revenue adding to that it is the 5 largest publicly traded company in Japan after Mitsubishi, Japan post holdings, Honda, and Toyota as of September 2019.

It was founded on 1 August 1953 as a government monopoly company and on 1 April 1985 as a private government company. The founder of NTT is the Government of Japan. The chairman of the company is Satoshi Miura and Jun Sawada is the president and CEO of the company. It has many subsidiary companies like NTT east, NTT Data, NTT DoCoMo, NTT urban development, NTT research, etc.

Quick Stats on NTT
CEO Jun Sawada
CMO Vito Mabrucco
Area Served Japan
Industry Telecommunication
Market Share/ Revenue 11.94 lakh crores JPY
Vision Trusted Global Innovator
Tagline One NTT DATAgrow as one.


Marketing strategy of NTT

Segmentation, Targeting, and Positioning  


STP begins with segmentation, in which organisations break their marketing into distinct categories depending on factors such as those listed below.

  1. Demographics Segmentation
  2. Geographical Segmentation
  3. Location-Based Segmentation

It identifies the group of buyers based on differences in their desires or requirements. 

From the beginning, the products of NTT are segmented based on customers belonging to similar geographical areas. Besides geography, psychographics and demographics are also considered. 

NTT has been active in the telecommunications industry for a long time and therefore has experience and information and is also aware of its consumer’s needs. So it offers a variety of products and services.

  • Mobile phones 
  • Internet 
  • Broadband 
  • IT and network services 
  • Data communication businesses – NTT Data corporation
  • Regional Communication businesses – NTTEAST & NTTWESTT
  • Mobile communication businesses – DOCOMO

Targeting is a marketing technique that separates a large market into smaller groups to focus on a specific portion of that market. It identifies and caters to a certain client segment based on its unique characteristics.

The majority of NTT’s target audience is individuals with higher incomes or big business owners.

NTT provides services which can be offered to anyone and everyone for example telephone services which are widely used by all age groups however NTT targets the age group of 18 to early 20’s as this age group is working for population and also demographic dividend for each country, therefore, NTT mostly targets the young population who are active and demands more services.

Positioning shows where your product and goods stand with other company products that sell products that are comparable to yours.

NTT positions itself as a brand that is simple to use, convenient, and safe. Because their clients are seen as wealthy, they employ a premium positioning technique.

NTT is the sole provider of telephone services in Japan but it wants to expand more globally. NTT is soon going to globally expand with its new data centres to optimise the enterprise hybrid cloud environment over NTT’s data centres and network services. 

It has already started construction to add 300MW of IT load to its portfolio. After completion of these new data centres and expanded campuses and high-capacity networks like MIST submarine cable which will give them the capacity to benefit NTT’s clients around the world.

Marketing Campaigns

Towards 2025 – 

Marketing Strategy Of NTT - Campaign 1

‘Your Value partner 2025’ –“Refinement of the NTT Group Medium-Term Management Strategy” this strategy includes factors like achieving sustainable goals and solving social issues by promoting digital transformation and through collaborations. To contribute to the realisation of a smart world i.e Society 5.0.

3D selfie Project – 

Marketing Strategy Of NTT - Campaign 2

It is an old campaign and was not very successful due to heavy competition from other competitors.

NTT Docomo comes out with creative content and ads on Tv, radio and print media. As it launched in India with a creative ad campaign during its launch focusing on lesser prices and better services and targeted mostly the youth of the nation.

It comes up with loyalty programs to retain its existing customers and also offers special discounts and offers periodically to increase demand which will automatically increase sales. However, due to the rise of heavy competitors like Reliance Jio which provides more attractive offers at cheaper prices.

The people NTT data

Marketing Strategy Of NTT - Campaign 3

To highlight the fact the NTT network is worldwide this marketing strategy was used to show 

how it offers services to all nationalities, all age groups and to people with different occupations. The theme for NTT data is “Data for People” which focuses on the benefits of technology applied to the everyday lives of their clients and customers.

Despite these campaigns and heavy expenditure on R&D, NTT has failed to attract more customers and create more engaging content, especially at the international level.

Social Media Marketing 

NTT is way behind its competitors when it comes to Social Media marketing. This company can be found on various social media platforms but the number of followers is quite less for a multinational company like NTT.

Instagram – 9,666 Followers
Linked – 318,491 Followers
Twitter- 46.2 K Followers
Youtube – 4.99 K subscribers

It is most followed on Linked and it is more active on Instagram but most of the content is in Japanese, therefore, international customers are not able to connect therefore they have to create more content which everyone can connect to a larger extent. And mostly the content is about various activities related to sponsorship where it promotes its own creation and collaboration.

SEO Strategies

The keywords search of SEO strategy is good for NTT it has high 

Marketing Strategy Of NTT - SEO

According to SEO rankings, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As one can see, NTT has 59k organic keywords, which itself is considered good. That means NTT’s digital marketing strategies are gaining a lot of traction and are working well.

Furthermore, the monthly traffic is approximately 95k, which is an appropriate figure in SEO terms. As a result, NTT has clearly made efforts to optimise its search engine results and is reaping the benefits effectively, as evidenced by the numbers.

Influencer Marketing

Marketing Strategy Of NTT - Influencer

NTT has always actively collaborated with popular actors, singers and sportspeople. And it also has sponsored many major sports events like Olympic 2020, and the INDYCAR series. It has also been part of  ‘Belle’ a popular anime movie in some way which is based on artificial intelligence and VR.

Ecommerce Strategies

Marketing Strategy Of NTT - Ecom

NTT has a solid mobile strategy which is coupled with the right e-Commerce platform and seamless connection across supply and demand chains to create a customer-centric online environment. NTT has also been partnering with other firms to ensure that the present modern buyer enjoys a quick and frictionless digital shopping experience.

They are offering retail consulting services to support and increase sales and focusing on marketing efforts with streamlined decision-making processes to cultivate higher customer satisfaction and loyalty.

Mobile Apps

Marketing Strategy Of NTT - NTT app

NTT has a mobile application in India named NTT India Mobile App. This application provides the opportunity to enjoy the full experience of NTTs digital events and access its latest assets. The application will give Indian users access to engaging and connecting with all that is related to virtual events and digital events. Simply install the app and login in with NTT India customer portal credentials or users can contact their account manager for any assistance.

It has various other apps which are accessible in other regions like NTT Data, NTT Main point, NTT fitness and others.

Content Marketing Strategies 

Their content marketing strategies talk about – 

NTT Wifi
NTT Mobile
Web Series promotions
NTT On Demand             

When it comes to marketing strategies. NTT keeps it simple yet effective. As discussed in this article, the emphasis is on the employees and the customers when it comes to marketing. 

A major benefit of this structure is the variance of people they can use ranging from different demography, economic backgrounds, race etc. There is no reliance on only one celebrity.  

NTT also keeps their content interactive, giving a personal vibe to its client base. Informational content is also a major boost to their imprint as more and more people refer to each other and help them build a community. 


This ends with an elaborative marketing strategy of NTT. Let us conclude our learning below from the marketing strategy of NTT.

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Conclusion – What’s Unique in NTT Marketing?

One of the industry’s top providers of ICT solutions and services, NTT Company has a solid track record as a network expert. It is one of the greatest French mobile communications businesses, serving millions of people around the country.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of NTT has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of NTT check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of NTT, and do share your thoughts on this case study marketing strategy of NTT in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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