Rogers Communications Inc. (RCI): Marketing Mix Analysis [Dec-2025 Updated]

You're likely trying to map out where Rogers Communications Inc. stands in late 2025, wondering if the massive capital expenditure on 5G and fibre is finally paying off in the market. As someone who's spent two decades analyzing telecom giants, I can tell you the core strategy boils down to aggressive integration: blending wireless, cable, and internet into bundled offers you can't easily walk away from. We're seeing them lean hard on their media assets, like Sportsnet, to fuel promotion while using tiered pricing and financing plans to keep the entry barrier low. So, let's break down the nuts and bolts of their current Product, Place, Promotion, and Price mix-it's definitely more complex than just speed tests.

Rogers Communications Inc. (RCI) - Marketing Mix: Product

You're looking at the core offerings Rogers Communications Inc. brings to market, which is a blend of connectivity and premium content. The product strategy centers on integrating these services across consumer and business segments, leveraging network superiority and exclusive media rights.

For consumers, the product is the integration of wireless, cable, and internet services. This is where you see the push for multi-service adoption. For instance, in the first quarter of 2025, Rogers reported combined mobile phone and Internet net additions totaling 57,000 new subscribers. The postpaid mobile phone churn rate for that same period was reported at 1.01%. To give you a sense of the core service value, the mobile phone blended ARPU (Average Revenue Per User) in Q1 2025 stood at $56.94.

The network itself is a key product differentiator. Rogers Communications Inc. markets its 5G+ network as Canada's largest and most reliable. As of the latest reports, this network reaches over 32 million Canadians across more than 2,400 communities. Furthermore, umlaut's 2025 testing recognized the Rogers 5G+ network as number one in reliability for voice, data, and overall performance. The company has a forward-looking investment plan to put $20 billion into its network over the next five years to expand coverage further.

The high-speed internet product is powered by fibre infrastructure, with Cable service revenue showing growth. In the second quarter of 2025, Cable adjusted EBITDA increased by 3% year-over-year. You should note that Rogers has almost 7 million homes passed with a bundled offering available.

For the business segment, Rogers for Business provides enterprise-grade connectivity. They offer custom solutions, including managed services like Wireless Private Networks (WPN) designed for industries like mining and manufacturing. To incentivize bundling for small and mid-business customers, Rogers offers specific discounts; for example, a $45 monthly discount is available when pairing select wireless plans with a 3-year term Business Internet or Advantage WiFi plan of 75Mbps or higher.

The media assets are a significant part of the overall product portfolio, especially after recent acquisitions. Rogers Communications Inc. became the 75% majority owner of Maple Leaf Sports & Entertainment (MLSE) in July 2025, following a $4.7 billion transaction to buy the remaining stake from BCE Inc.. This consolidates ownership of teams like the Toronto Maple Leafs, Toronto Raptors, and Toronto Argonauts, alongside Rogers' existing ownership of the Toronto Blue Jays, Sportsnet, and the Rogers Centre. On a pro forma basis, Rogers estimated its 2025 Media revenue, including MLSE, would reach approximately $3.9 billion.

Bundled offerings are central to driving value and reducing churn across the consumer base. Here's a look at some key performance indicators related to the combined services as of early 2025:

• Combined mobile phone and Internet net additions in Q1 2025: 57,000.
• Postpaid mobile phone churn in Q1 2025: 1.01%.
• Mobile phone blended ARPU in Q1 2025: $56.94.
• Retail Internet net additions in Q1 2025: 23,000.
• Retail Internet net additions in Q2 2025: 26,000.
• Total service revenue growth for the consolidated company in Q1 2025: 2%.

The scale of the media assets, particularly post-MLSE majority acquisition, can be summarized like this:

The product suite is clearly designed to capture customers across multiple service lines, using network quality and exclusive sports content as the primary value drivers. If onboarding for new bundled services takes 14+ days, churn risk rises, defintely.

Rogers Communications Inc. (RCI) - Marketing Mix: Place

Place, or distribution, for Rogers Communications Inc. (RCI) centers on leveraging its extensive physical and digital infrastructure to ensure service and product availability across Canada, a strategy significantly bolstered by the integration of Shaw Communications assets.

National network of Rogers-branded corporate and dealer retail stores.

Rogers maintains an extensive national distribution network for its wireless offerings. This network includes company-owned retail stores operating under the Rogers, Fido, and chatr brands. Furthermore, distribution is augmented through an extensive independent dealer network, which services both wireless and cable product lines. Rogers also has ownership interest in Glentel Inc., which operates retail channels such as WOW! mobile boutique and Wireless Wave and TBooth Wireless, adding further physical touchpoints for customer interaction and sales.

The multi-channel approach for wireless distribution in 2024 included:

• Company-owned Rogers, Fido, and chatr retail stores.
• An extensive independent dealer network.
• Major retail chains and convenience stores.
• Distribution via contact centres and outbound telemarketing.

Significant online presence for sales, service, and account management.

Digital channels are critical for accessibility, allowing for customer self-serve functions for both sales and account management. The primary online platforms used for customer interaction include rogers.com, fido.ca, and chatrwireless.com, alongside dedicated e-commerce sites. The success of the distribution strategy is reflected in subscriber additions, with Retail Internet net additions reaching 23,000 in the first quarter of 2025 and 26,000 in the second quarter of 2025. By the third quarter of 2025, the company added another 29,000 retail Internet subscribers, contributing to 78,000 new Internet subscribers year-to-date.

Expanded fixed network footprint, especially in Western Canada post-Shaw acquisition.

The acquisition of Shaw Communications dramatically scaled Rogers Communications Inc.'s fixed network infrastructure. The combined cable plant more than doubled, providing significant reach across Western Canada. This expansion is a core component of the Place strategy for wireline services.

Rogers committed to investing at least $3 billion in additional network, services, and technology investments, which includes the expansion of its cable network. Furthermore, a specific commitment was made to invest $2.5 billion over five years to expand and enhance 5G coverage across Western Canada.

Direct sales teams for Rogers for Business and enterprise clients.

The business, public sector, and carrier wholesale markets are served through a dedicated sales team, supported by third-party dealers and retailers. This distribution method includes an extensive network of third-party channel distributors who manage relationships with IT integrators, consultants, and local service providers. This diverse approach is designed to provide broad coverage for next-generation services.

Distribution through major third-party electronics retailers across Canada.

For residential cable products, distribution channels mirror the wireless strategy to an extent, utilizing company-owned Rogers retail stores, the independent dealer network, and contact centres. Crucially, distribution also flows through major retail chains. This broad retail presence ensures products are available where consumers shop for electronics and related services.

The overall success in subscriber acquisition across the combined distribution footprint in 2024 saw Rogers lead all Canadian carriers with combined mobile phone and Internet net additions totaling 623,000.

Finance: draft 13-week cash view by Friday.

Rogers Communications Inc. (RCI) - Marketing Mix: Promotion

Heavy advertising focuses on network leadership, with Rogers Communications Inc. launching satellite-to-mobile text messaging services, claiming three times more coverage than any other Canadian carrier.

Strategic use of sports media assets drives brand visibility. Rogers Sports & Media reaches 95% (31.5M) of Canadians 18+ every month across TV, streaming, radio, and digital platforms. The company runs ads touting its Xfinity TV service during MLB postseason coverage on Sportsnet, which is owned by Rogers Communications Inc. The Stanley Cup Playoffs on Sportsnet reached 25.7 million Canadians in 2025, with average audiences up 6% year over year. The 12-year NHL media rights agreement, worth $11 billion Canadian, secures Sportsnet as the premier hockey destination through 2037.

Aggressive promotional activity is reflected in subscriber metrics. Postpaid mobile phone churn was 0.99% in the third quarter of 2025, the lowest in over two years. Wireless equipment revenue saw a 13% increase in the second quarter of 2025, driven by higher device sales to existing customers. Mobile phone blended ARPU (Average Revenue Per User) was reported at $55.45 in the second quarter of 2025.

The focus on multi-product bundling is evident in subscriber additions and service revenue. Retail Internet net additions for the third quarter of 2025 totaled 29,000 customers. Year-to-date, Rogers added 78,000 new Internet subscribers, partly driven by 5G home internet technology. The company is leading the industry with innovative, transparent, feature-rich add-a-line plans designed to support revenue growth opportunities.

Targeted campaigns to migrate customers to advanced plans are supported by network expansion. Rogers is leading the industry with satellite-to-mobile technology. The company reaffirmed its 2025 outlook, projecting total service revenue growth of 3% to 5%.

Here are key performance indicators related to outreach and customer acquisition as of late 2025:

The success of media integration is clear in the segment's financial contribution:

• Media revenue increased by 26% in the third quarter of 2025.
• Estimated pro forma 2025 Media Adjusted EBITDA is $0.25 billion.
• The company estimates the value of its sports and media assets in excess of $15 billion.
• Cable margin reached an industry-leading 58% in Q3 2025.
• Total service revenue growth for 2025 is projected between 3% and 5%.

Rogers Communications Inc. (RCI) - Marketing Mix: Price

You're looking at how Rogers Communications Inc. structures the money part of its offering, which is all about what the customer actually pays for access to their networks and services. Honestly, the pricing strategy is layered, reflecting a clear segmentation between premium, mainstream, and budget-conscious customers, all while trying to lock in long-term value through bundling.

Tiered pricing structure based on data limits and internet speed

Rogers Communications Inc. employs a clear tiered structure for its wireless plans, moving customers up the ladder based on data allowance and network access, with speed tiers often tied to the price point. For instance, a standard plan might offer a specific data cap at a lower speed tier, while premium plans unlock the full capability of the network.

Here are some examples of published Bring Your Own Device (BYOD) mobile plan pricing as of late 2025:

It's worth noting that some win-back offers seen in late 2025 showed significantly lower prices for specific data buckets, suggesting dynamic pricing based on retention efforts:

• $35 per month for 100GB (CA/US)
• $40 per month for 175GB (CA/US)
• $45 per month for 200GB (CA/US/MEX)

Premium pricing for flagship unlimited data and fastest fibre plans

The top-tier offerings command the highest prices, reflecting the largest data buckets and the fastest available speeds, often including extensive North American roaming and premium perks. The 250 GB Ultimate Plan is priced at $105/month, which includes service in Canada, the U.S., and Mexico. Perks associated with these higher tiers include 2x cash back with a Rogers Red credit card and 50% off Roam Like Home daily rates.

For residential services, you see price adjustments that reflect network investment; for example, an internet package saw an increase of $7 + tax as of April 1, 2025.

Significant discounts offered for bundling two or more services

Rogers Communications Inc. heavily incentivizes multi-service adoption through its Better Choice Bundles Discount. This discount applies to the monthly recurring service fees of the bundled services, but it has specific rules about stacking promotions.

The discount tiers are:

• 4% off each Discountable Service when subscribing to Qualified Services in two Service Categories
• 8% off each Discountable Service when subscribing to Qualified Services in three Service Categories
• 12% off each Discountable Service when subscribing to Qualified Services in four Service Categories

To be fair, this Discount generally cannot be combined with other offers on those specific services.

Competitive response to flanker brands (e.g., Fido) with lower-cost options

Rogers Communications Inc. uses its flanker brand, Fido, to directly compete in the lower-cost segment, though the price gap is often narrow for comparable data amounts. Fido plans operate on the same core network but typically lack the fastest 5G+ access.

A direct comparison shows:

• Fido 60 GB plan: $55/month
• Rogers 60 GB plan: $60/month

Furthermore, Fido has been seen offering a 40 GB plan for as low as $25/month in specific win-back scenarios, positioning it as a budget alternative, although this is noted as YMMV (Your Mileage May Vary). Rogers also has a formal low-cost program, Connected for Success (CFS), for eligible low-income Canadians, offering a mobile plan with 10 GB for a lower price point.

Device financing plans (e.g., Upfront Edge) to lower initial handset cost

To make high-value devices accessible, Rogers Communications Inc. structures device acquisition through financing options, which separate the handset cost from the service plan cost. The Upfront Edge program functions similarly to a lease, where a portion of the cost is deferred or waived upon return of the device in good working condition. If you choose to keep the device, you must repay the Upfront Edge amount.

Key financial aspects of device acquisition include:

• Standard financing is offered over a 24-month period at 0% interest.
• Taxes on the full retail price are charged upfront or financed in equal monthly payments.
• One specific financing payment example for a device was $12.50/month.
• A fixed buyout amount for the Save & Return/Upfront Edge program was cited as $744.
• Longer-term financing is available, such as 48 months at 0% interest for the iPhone 17 with a Rogers Red Mastercard, which can lower monthly payments by up to 50%.

If you cancel service while enrolled in Upfront Edge, you must repay the Upfront Edge amount on your next bill.