Extensive Marketing Strategy of Orange – With Detailed Overview

Updated on: Aug 20, 2022

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In our previous article, we had learnt in detail about the SWOT analysis of Orange. In this article, we are going to elaborate on the marketing strategy of Orange – A business service provider (Telecommunication company). It deals with the Internet, Mobile and telecommunication industries.

The goal is to provide you with information on Orange. It is France’s largest telecommunications corporation, Europe’s third-largest, and one of the world’s largest.

Marketing is an integral aspect of a company’s DNA that may make or break its success. As users all around the world migrate to the digital sphere, marketing has followed suit. If you’re interested in modern digital marketing, IIDE’s Free MasterClass on Digital Marketing 101, taught by our CEO and Founder, Karan Shah, is a must-attend.

In this blog, we will go over our Orange marketing strategy in detail. Let’s start by learning about the company’s history, target audience, and digital presence before we dive in.

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Orange Overview 

Marketing strategy of Orange - Orange Mobile Store

Orange the telecom company was established in the year 1988 during the French revolution.   Orange is considered a French Multinational telecommunications corporation and it has almost 266 million customers all around the world. Orange is the largest mobile network operator in the world and the 4th largest in Europe. It is considered the main brand for mobile phones, internet, landline and television. 

Starting from the simple telegraph in the 19th and 20th centuries till smartphone services and launching digital portals Orange has always been on its toes to grab maximum customers. Orange manages several large subsidiaries worldwide.

Orange division supplies telecommunication services to corporate and government customers across the globe and it also supplies telephone, broadband, and subscription television services in the world to almost 266 million customers.

Quick Stats on Orange
CEO Stephane Richard
CMO Helmut Reisinger
Area Served Worldwide
Industry Telecommunications
Market Share/ Revenue 740 Crores EUR
Vision What changes and benefits 5G will bring to the business? For Helmut, innovation is the key to getting the best from new technologies.
Tagline We turn data into ta-da!


Marketing Strategy of Orange 

Let’s learn about the marketing strategy of Orange S.A and how orange carries the marketing campaign etc.

Segmentation, Targeting and Positioning 

Orange’s target market comprises both business and personal consumers, as well as home communications. Internet and landline, mobile, IP television or broadcasting, music, and online entertainment are all included in their product kit. They cater to a younger demographic.

Orange Business Services exhibits its dedication to securely adopting and leveraging data’s potential. The goal of making a good impact on businesses, society, and the environment is highlighted.

The role of Orange Business Services as a trustworthy business partner.

Data, which is at the heart of Orange Business Services’ expertise, is at the centre of the positioning.

Through a new communication campaign, Orange Business Services reaffirms its brand positioning.

Orange’s marketing strategy examines the brand using the marketing mix framework, which includes the four Ps (Product, Price, Place, and Promotion).

Marketing Campaigns

“The Thread”

This campaign was started in. July 16, 2018. The meaning of this campaign was “Bring you closer to the essential”.With its new campaign thought out and carried out by the agency Publicis Consulting, Orange goes beyond its positioning.

The spot features two people, a man and a woman, each running along a mysterious orange thread crossing multiple sets. At the end of the video, the two people meet again. At last, a message came:  “Orange brings you closer, the rest is yours”.

Marketing strategy of Orange
Orange – The Thread

Throughout the video, the thread guides the protagonists, It then represents the operator and wonderfully exemplifies the point Orange is trying to make. The operator wants to demonstrate that it is a relatable brand with this film, therefore it appeals to viewers’ emotions.

The advertisement originally appeared on television on July 15 during the halftime of the France-Croatia World Cup semifinal game. Orange, the operator, had a big day on Sunday with more than 19 million viewers.

Women In Tech

Only 24% of all digital positions are currently held by women worldwide. Orange encourages the participation of both men and women in new technology-related activities because it is conscious of diversity in each of the nations in which it conducts business. To challenge stereotypes and change attitudes, we are taking specific action.

Marketing strategy of Orange - Women in Tech

It offers initiatives like “shadowing,” which let young girls experience for a day what it’s like to be a female engineer or technician in the Group.

The Green Act (#digitalgoesgreen)

The Green Act programme, which was introduced in the wake of our strategic plan Engage 2025, symbolises Orange Business Services’ goal to set the bar among ICT industry participants for a sustainable digital transition. We examine the programme and the course of its deployment.

Marketing strategy of Orange - The Green Act Program

The Green Act programme was created as the primary tool to hasten Orange Business Services and its clients’ digital decarbonization through a variety of services. It supports the Orange goal of achieving net-zero carbon emissions by 2040. Additionally, it establishes a 2025 goal to reduce CO2 emissions by 50% renewable energy, and collect 30% of used mobile devices.

It offers programs such as “shadowing” that allow young girls to discover, for one day, the daily life of the Group’s female engineers or technicians

SEO Strategies

Marketing strategy of Orange - SEO

SEO strategy has no other alternative as we all know. Orange uses it to the best. As we have seen already, most of the traffic comes from the searches made. This only proves that Orange is fueled by a foolproof SEO strategy along with working hard enough to keep the brand soaring in the Google organic SERP results.

The number of keywords is good. It is above 39,000. By using good SEO strategies Orange can get more footfall on their website with proper information provided. The traffic on the website is 798,399 per month.

Social Media Marketing 

Orange has a good social media presence.

The number of followers on

Facebook: 29M
Instagram: 87.4K
LinkedIn: 915K

They are mostly active on Facebook. It has got the maximum audience here. They mostly post informational and promotional content. To stand in the market and expand globally one needs to focus more on the online part.

Influencer Marketing

Marketing strategy of Orange - Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Orange is using the feature of influencer marketing. It has sponsored football matches many times and also launches Orange sponsors you in which every customer is a sponsor.

Mobile Apps

Marketing strategy of Orange - Mobile App

Orange Phone is a free application that substitutes the calling button of your smartphone (dialler) and allows you to witness and block unwanted calls, specify unknown numbers (reverse directory), check call prices to premium rate numbers, and much more.

Ecommerce Strategies

Marketing strategy of Orange - e-com

In talking about e-commerce strategies Orange has its website from where you can get to know about their products and make an inquiry. Also, you can easily get their contact details from their website. 

However, because they sell their products through their website, the management of the company has to work on their e-commerce strategies on their websites, which will raise revenue and expand the company’s market reach.

Content Marketing Strategies

Marketing strategy of Orange - content marketing strategies

Orange is very active on social media. The type of posts they post on their social media handles are informative posts and information related to their campaigns and new ideas like the Green campaign. The source of posting content is Facebook or Instagram. Also, they are established in many places across the world but its main base is in France where it was started.

This ends the elaborative marketing strategy of Orange. Let us conclude our learning below from the marketing strategy of Orange.

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Conclusion – What’s Unique with Orange Marketing Strategy?

Orange, as we know it, is a telecom-based firm that continues to run numerous campaigns to keep the public interested. especially considering how well-liked it is with young people. Because it enabled people to become brand sponsors, it attracted attention from the viewers. To sustain its long-term growth, the Group must be represented in every major link in the value chain. This will enable Orange to defend its position against other major market competitors.

Today, digital marketing is the heartbeat of an organisation’s marketing efforts and the one which can stay ahead of its competitors through using innovative digital marketing strategies is the one that leads the industry.

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 Orange 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 Orange check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Orange, and do share your thoughts on this case study marketing strategy of Orange 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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