Altruistic Marketing and Consumer Behavior

This assignment delves into the realm of altruistic marketing, examining why individuals contribute to charitable causes. It analyzes various perspectives on consumer behavior, particularly their willingness to support socially responsible initiatives. The assignment references relevant academic sources to provide insights into the psychology behind pro-social actions and the effectiveness of marketing strategies that promote ethical values.

Marketing Essentials
1

TABLE OF CONTENTS
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
Task 2...............................................................................................................................................3
Conclusion.....................................................................................................................................10
References .....................................................................................................................................11
2

INTRODUCTION
Marketing is the action of business of selling and promoting of any products or services,
it include research of marketing and advertisement. Marketing helps in increasing the sale of the
products and services and further it also increase the profitability of the organization. The present
report is based on EE company,it is the largest mobile network operator in the UK, and have
around to 28 million customers and largest operator of 4g services. The present report covers the
concepts of marketing, including, current and future trends is introduced. Along with this, roles
and responsibility of marketing influence the marketing manager at EE limited is explained.
Apart form that, the marketing plan is produced and element of marketing mix is disscussed.
TASK 1
Covered in PPt
TASK 2
a. Comparison of EE limited with other UK mobile service companies
The foundation of marketing remains as marketing mix refers as a set of marketing tools
organization uses to achieve target of profit maximization with customer satisfaction. Marketing
mix includes four elements of marketing as product, price, promotion and place (Guy and Patton
2013.). These four elements are useful tools to develop product's quality and maintain its
position in the market so that company can survive in competitive environment by providing
goods and services to customer according to customer needs and desires.
To determine product's price and quality which comforts customers and place, where to
sale products in how manner (Biggemann, 2012). It is needed to focus on product features
related to market competition, where product develops and determine product's price and place to
make position in market therefore, product can develop and sustainability of product can remain
in effective manner.
EE limited of UK provides facilities of mobile communication services as mobile
network operator, internet service provider and provides comfort facilities to its customers so
that they can attract with EE limited product's features and also can be able to maintain its
position in UK market (Garrigos-Simon, Lapiedra Alcamí and Barberá Ribera, 2012). There are
several competitor of EE limited in UK market, who provides mobile communication and
3

broadband services to customers. One of them competitor is Telefonica UK limited company
who focuses on profit maximization mission only. The comparison between these two companies
can be comprises as
Objective:- Each and every company focuses on an objective. EE limited focuses on profit
maximization with customer satisfaction, while Telefonica company focuses on profit
maximization target only. EE limited plans to produce products on the behalf of demand and
customer needs so customer can satisfy with organisation and attracts towards company's
products and qualities (Jones and Rowley, 2011). While, Telefonica company pushes
customer towards product company made, it focuses on product's features only tries to
increase quantity of selling at large scale.
Identity:- EE limited identifies as marketing targets the manufacture of a brand and quality of
goods and services, so it can easily fulfill customer needs. Telefonica company limited
possesses no brand identity and it is just an ability to fulfill needs of the company (Satit,Tat
and Sukati 2012). Therefore, both companies recognizes as to achieve maximum revenue
but the difference is one focuses on behalf of customer needs while other as Telefonica for
products' selling at maximum level.
Horizon:- As per future tendency, it seems like the company who produces products on behalf of
customer needs remains sustain its products' position for life long and attracts its customers
through new innovations and add extra facilities on customer demand by taking feedback
through research and development department (Grönroos and Ravald 2011). EE limited
follows this term and remains horizon for long term. While, Telefonica's horizon considers
for short time period as it makes product and focus on innovations too but only regards
goods and services facilitates to customers.
Brand management:- Both companies are famous for brand recognition. Therefore, to maintain
brand which companies provides is also responsible for companies' expansion. If there is
any problem or negative feedback occurs, then EE limited tries to manage its brand and
facilitates facilities to solve out the problem (Lehtinen, 2011). But in case of Telefonica, it
does not try to focus management of its broadband facility and just try to push customers
towards brand to its customer and during problems and complaints, Telefonica tries to solve
4

out the complaints and conflicts only but does not try to determine the fact that why problem
occurs from customer side.
Vision:- EE limited and Telefonica views market competition in different ways. On behalf of
target, it can be analyses that EE limited views its company expansion as to provide
facilities by goods producing in large quantity and to provide satisfactory response to its
customers, while Telefonica scopes its company expansion on behalf of goods production at
large amount (Joppi, Gerardi and Garattini, 2016). Therefore, vision of both companies
looks various on the basis of target and requirements of goods and services to its customers
to sustain position in UK market.
Way to create link between customer and company:- Both companies connect their customers
with product and product's quality. Therefore, both plans with different strategies as; EE
limited plans to use pull strategy, in which company pulls customer towards product and
produces goods and services on behalf of customer satisfaction (Amirkhanpour, Vrontis and
Thrassou 2014). While in terms of Telefonica company, company uses push strategies, in
which company tries to attract its customer for broadband facility only in great way and tries
to sale product in large amount.
Price determination:- As EE limited follows target on behalf of pull strategy so determination of
price of product is determined by customers of the company. Customer demand, interest and
satisfaction towards goods and services is helpful for company's employees to decide price
as per quality and demand of the goods and services (Schroeder, 2012.). To compare
Telefonica service with EE limited, it looks like Telefonica determines cost of product as per
company's wish only. Company innovates and add extra features to improve quality of
product, cost of the product decides by company and advertise goods and services of
broadband facility as brand but in qualitative manner and tries to produce goods and
facilities in large quantity.
Emphasis:- EE limited emphasis on every existing technology and tries to take advantages to
new and innovative techniques to shape company in turning point and tries to change
environment and use techniques according to customer needs and satisfaction (FISK, 2013).
While, Telefonica company tries to emphasis on techniques used to make better quality of
5

product to attract brand and features of the goods and services on the basis of profit
maximization and large amount of product production.
Therefore, above comprised differences are helpful to determine goods and services
production differences on different point of view of the companies who provides facilities
regards profit maximization in different ways (Tiwari, Srivastava and Yadav 2011.). As one
focuses on production in large amount with customer satisfaction while another as Telefonica
focuses on large amount of production and product's quality only and tries to sale products in
great quantity.
 People: People is are essential elements of the organization. It is necessary to recruit
employee for EE company who are skilled and can work more effectively. Through
training and recruiting a right staff help in creating a competitive advantage. Staff
required to have a interpersonal skill so that they can deliver a quality of work to
customer.
 Process: There should be systematic process which is need to be used in delivering a
service to its customer. Company should give a full detail of product to customer so that
they become more aware about the products. A systematic process is used so that
employee can deliver a best quality of service and products to its employee.
 Physical evidence: Shop opened by EE limited for delivering a service to its customer
should be in middle of city. It is necessary that transport facility available near to its so
that customer can easily visit to a shop for buying a products.
TASK 2b.)
Company overview
EE (Everything everywhere) is a British mobile network operator and also internet
services provider. It is one of the largest mobile network operator in the UK, and a largest
operator of 4G services. EE company super fast network covers the 95% population in United
kingdom. It plans are more expensive and limited usage at 8 gigabyte. Further it is the part of the
BT group, largest and more advance digital communication company ( Wilson. And et. al.,
2012). It has more then 540 retail stores and services and upto 31 million connection across its
6

mobile. It also got a best network awards in the 2014 and 2015 and further it also get mobile
industry award in 2014. Its main services are as follow
 Call completion rate of 99%. its network carries upto 150 million calls per day.
 It also enable phone call overs a 4G data services to the thousand of home business
which is never covered by EE in last years.
 Enable the WIFI calling on more IOS, Microsoft and android devices to modify text and
mobile calls.
Current marketing situation analysis
Internal analysis:
Resources : EE internal resources are necessary to identify to look it is tangible, human
resources or intangible resources. Its tangible resources are physical assets and financial
resources (Day, 2011). Through this valued of the firm can be identified easily. EE have a
financial resources which are very important for the stability of the organization. Further
intangible resources that are those which can be touch or seemed but in some time it become
more important for the organization. It is know as brand and image of the company etc. human
resources are the productive services which are very important. Human being which are
skilled, knowledge and decision making abilities (Ryan 2014). EE employee are provided
training and development facility so that they can become more productive and help increasing
the sales of company effectively and efficiently.
External analysis of
PESTLE
 Political factor : there are many political factor which affected h EE company in UK.
The instability in politics affect the sale and productivity of the organization (Marketing
Essentials for PR, 2014). When new political party come they make a new rules and
regulation are made and this all affects the whole mobile phone industry. There are many
rules and regulation which are made by poultices and should be adopted by the EE
company
 economical factor; it also affect the EE company because at the time of recession people
spending power is no high. They may avoid to buy new mobile phone or other service
which cost high price (Bushberg and Boone, 2011). So company need to provide a
7

discount and offer on its product and services that they can avoid the loss and earn a little
profit at the time of rescission.
 Social factor; Changing lifestyle of people affect the EE company a lot. Every time EE
company need to launch a new product and services. People with the changes time need
some thing new and innovative (McKenzie-Mohr, 2013). For example people are prefer
to use 4g network instead of using a 3g network. So company need to provide a 4g
network which help increasing the sales.
 Technology: there are many new advance technology has been came in the market which
help company in increasing its productivity and also help in providing a best services to
the customer (ones and Rowley, 2011). EE Company have many Benefit of the new
technology it helps in reducing the cost of production and increase the profit.
 Legal factor: There are many legal factor such as taxation rules and regulation which
company need to strictly follow. High tax rate many affect the company profit because if
company pay high tax to government then it need to increase the price of the products
(Satit, Tat and Sukati 2012). Rules which are made by government that is health and
safety of employee etc which should be implemented in the organization.
 Environmental factor; environmental such as location wastage and energy consumption
regulation have a impact on marketing and business plan (Joppi, Gerardi and Garattini
2016). Company need to recycle the waste product so that it cannot harm the
environment .
SWOT analysis
Strength
 EE company have more then 27 million
customers its existences.
 Its biggest strength is that EE covers
largest coverage which include 3g
networks and 4 g network across the
UK.
 It has more then 450 stores in which
include the 100 franchiser stores.
Weakness
 EE brand recall is very less because and
cannot compared with established
brand name.
 It is trying to targeting a whole
segments which lose the individual
consumer.
Opportunities
 it can make a online presence strong so
that many of people came to know
Threat
 EE have many competitor in the market
which takeover it.
8

about its services
 it can increase the mobile phone
ownership and mobile phone usage.
 There is growing market
telecommunication industry.
 Number of OT attacks are increasing
which discourage customer for the
using the at in mobile phone.
Objective
 Increase the sale of the company by 25% till the end of the 2017.
 Gaining a market share upto 30% for product in the 3 year of launch.
 Increase the customer base upto 80% within a 15 months.
 Achieve profit upto 15 % within 2 years.
EE limited is achieving a objective by making strategy then it will target the market and
position its products in market so that people came to know about its
Strategy
EE company is a launching a new Android mobile phone. It is unique and innovative and
different form other competitor. It uniqueness is that it support the 4g network and also have a
unique feature (Amirkhanpour, Vrontis and Thrassou2014). It have high quality mega pixel
camera. It has a new feature that is wireless charging to a touch screen. It price is very high and
because of its unique features.. Discount is provided in the first week of launching a product.
Segmentation: Segmentation is done on basis of demographics. It mainly target the people on
the basis on income and age (Anche, Hozouri and Mehdizadeh 2014.). People who's income is
high only they can easily afford it. It very best for the business men. Youngster like to it a lot it
have 4G network so they can easily use internet on it. It promote high speed internet facility that
is liked by the young people more.
Targeting
Differentiated targeting its done because it have a unique feature and different form its
competitor products and services (Marketing Essentials, 2016). People can easily target those
who's income is high and can easily buy the products. EE limited is
Positioning; It should be positioned in the market with high price because it has a unique feature
that is wireless charging and cover 4g services (Bushberg and Boone, 2011). Company can
easily set a high position in the market. Because of its unique feature company every one will
9

like it. People who have high income and high standard of living will buy this products. EE
limited is using a social media for advertising its products which it is launching in a market.
Tactic and action
`The strategy which decide and method used or targeting the product that can be easily
implemented by the following action. EE company can easily target the new market where
chance of increasing a sales is high (Guy and Patton 2013). It can also sale it new product
through online websites. Company can describe all the feature of the product online. It can give
detailed information of the product on its online website and solve the query of customer related
to products Company can also provide discount to a people who fist time login their website and
purchased the new products. Further company advertise it product online on Facebook and
twitter because most of the people use the Facebook, twitter and other social networking sites.
EE Company can also advertise its product through a advertisement campaign which make more
people more aware about the products and services among the people. Company can also sell it
products and service through personal selling (Grönroos and Ravald, 2011). Through a personal
selling customer feel themselves more valued and they come to know about the products and
services in detailed . Company also listen the query of people related to products and it need to
be solved so that no wrong image of products in the mind of the customer.
Budget
Expenditure incurred expense in launching the products
Expense Amount
Marketing campaign 1000
Advertisement in television 2000
Other expenses 1500
Total 4500
Company set a budget for selling its product and services that in which advertisement cost upto
2000 and other expense incurred 1500.
Control:
The whole plan is set and implement for achieving a objective which is set by the
company. It is necessary to make sure that plan which is made is implemented properly or not.
By seeing the result how much sale is increased and how much people are wares of the product
10

(Amirkhanpour, Vrontis and Thrassou 2014). They came to know that all the strategy which
company adopted is effective or not. After revising a plan it is important make change if require
in plan an implemented it for selling the product.
CONCLUSION
From the above report it can be concluded that marketing is very important for increasing the
sale of any product. Through effective marketing strategy company can easily increase the sale
of the product and profit of the company. Advertisement help in making aware people about the
product which they are launching in the market. Further it can be concluded that element of
marketing that is place, product rice are very important in at the time of launching a new
product. Segmentation of new product is done on the basis of age and income which is very
effective for increasing the sale and further it help in gaining the market share.
11

References
Books and journals
Amirkhanpour, M., Vrontis, D. and Thrassou, A., 2014. Mobile marketing: a contemporary
strategic perspective. International Journal of Technology Marketing. 59(3), pp.252-269.
Anche, F., Hozouri, S. and Mehdizadeh, A., 2014. An exploration investigation on important
factors influencing e-marketing: Evidence from banking industry. Uncertain Supply Chain
Management. 2(1). pp. 49-54.
Biggemann, S., 2012. The essential role of information sharing in relationship development.
Journal of Business & Industrial Marketing. 27(7). pp.521-526.
Bushberg, J. T. and Boone, J. M., 2011. The essential physics of medical imaging. Lippincott
Williams & Wilkins.
Chaston, I., 2014. Small business marketing. Palgrave Macmillan.
Christopher, M. and Peck, H., 2012. Marketing logistics. Routledge.
Day, G. S., 2011. Closing the marketing capabilities gap. Journal of marketing. 75(4). pp. 183-
195.
FISK, R.P., 2013. lMPRESSION MANAGEMENT 26 IN SERVICES MARKETING: A
DRAMATURGICAL PERSPECTIVE. Impression management in the organization. 4(2).
pp. 427.
Garrigos-Simon, F.J., Lapiedra Alcamí, R. and Barberá Ribera, T., 2012. Social networks and
Web 3.0: their impact on the management and marketing of organizations. Management
Decision. 50(10). pp.1880-1890.
Grönroos, C. and Ravald, A., 2011. Service as business logic: implications for value creation
and marketing. Journal of Service Management. 22(1). pp.5-22.
Guy, B.S. and Patton, W.E., 2013. The marketing of altruistic causes: understanding why people
help. Journal of Consumer Marketing. 3(2). pp. 78-103.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Joppi, R., Gerardi, C. and Garattini, S., 2016. Letting post-marketing bridge the evidence gap:
the case of orphan drugs. BMJ: British Medical Journal. 7(4). pp. 353.
12

Lehtinen, U., 2011. Combining mix and relationship marketing. The Marketing Review. 11(2).
pp. 117-136.
McKenzie-Mohr, D., 2013. Fostering sustainable behavior: An introduction to community-
based social marketing. New society publishers.
Preston, C., 2012. Event marketing: how to successfully promote events, festivals, conventions,
and expositions. Wiley.
Ryan, D., 2014. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
S.M., Wilson. And et. al., 2012. Formative process evaluation for implementing a social
marketing intervention to increase walking among African Americans in the positive
action for today’s health trial. American journal of public health. 221(12). pp. 2315-2321.
Satit, R.P., Tat, H.H., and Sukati, I., 2012. The relationship between marketing mix and
customer decision-making over travel agents: An empirical study. International Journal of
Academic Research in Business and Social Sciences. 22(6), p.522.
Schroeder, J.E., 2012. Critical marketing: insights for informed research and teaching. Critical
marketing: Defining the field. 45(6). pp. 18-29.
Tiwari, S., Tripathi, D.M., Srivastava, U. and Yadav, P.K., 2011. Green marketing-emerging
dimensions. Journal of Business Excellence. 2(1). p.18.
Online
Marketing Essentials, 2016. [Online]. Available through:
<http://glencoe.mheducation.com/sites/0078612578/index.html>. [Accessed on: 24th November,
2016].
Marketing Essentials for PR, 2014. [Online]. Available through: <http://www.trinenebel.dk/wp-
content/uploads/2014/03/eBook-ContentMarketingforPR.pdf>. [Accessed on: 24th November,
2016].
Marketing Education, 2015. [Online]. Available through:
<http://glencoe.com/sites/texas/student/marketingeduca/index.html>. [Accessed on: 24th
November, 2016].
13