Introduction to Marketing

This presentation provides an introduction to marketing and its role in promoting newly launched products. It discusses the strategies, analysis techniques, and recommendations for successful product launches. The focus is on Virgin Media, a British telecommunication organization, and its new product strategy.

Introduction to
Marketing

Cover Content
• Introduction
• Company description
• Marketing analysis
• Competitor matrix Strategy
• Company Idea
• Company market strategy
• Recommendation
• Conclusion
• References

Introduction
Marketing is a continuous process whose main objective is to promote newly
launched product across distinct region. However, number of elements are falls
under this which is used by an enterprise for understanding existing market such
as; Ansoff, BCG matrix, PESTLE and SWOT. Virgin media is British
telecommunication organization which engaged in offering telephone, television
and internet services across UK. Therefore, this presentation is going to highlight
the new product strategy of an organization and analyse market for proper launch
of newly offered goods. Along with this, analyse competition at
telecommunication in order to control probabilities of heavy loss.

Company description
Virgin Media Limited is a British multinational organization which engaged in
offering telephone, television and internet services across the UK by having its
headquartered in Hook, Hamsphire. However, till 2013 Virgin media have
been a subsidiary of Liberty Global plc. which an international television and
telecommunication association.

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Virgin media is a not a sister
organisation of Virgin Mobile USA
which is controlled by sprint
corporation. Basically, this
organization was formed in March
2006 by the merge of NTL and
Telewest which was formed by NTL:
Telewest.

Marketing analysis
Virgin Media is developing its strategy by coming up with innovative ideas
which attract the consumer towards newly launched product. Before
conducting any new thought process at marketplace, Virgin media requisite to
market with the help of various methods which were discussed as follows-
•SWOT
•PESTLE
•Porter 4forces

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Strength – Cable infrastructure aids
owners in bringing numerous of
advantages because cost of establishing
this infrastructure to users gives a natural
obstacle to entering against rivalries.
Weakness – Heavy expense of
organization influence its profit in
negative manner which is a matter of
concerned.

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Threats – Telecommunication is
consider as highly competitive
industry.
Opportunities –Television through
internet brings maximum demand for
internet usage via broadband carriers.

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Furthermore, company have to do
PESTLE assessment for
understanding the market before
launching a new product at
marketplace as well as policies of
government in order to accomplish
all the activities in better manner.

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Porter five forces is another strategy that is used by an organization for
assessing competition that might face by Virgin media while launching its new
strategy or product at marketplace. Basically, this factor shows five factors
such as; Competitive rivalry, bargaining power of suppliers, bargaining power
of consumers, threat of new entrants and threat of substitute products or
services. These elements help an enterprise in understanding current
marketplace before launch in order to make their strategy accordingly.

Competitor matrix Strategy
Virgin media is a very broad network by having large number of consumers,
employers, suppliers and shareholders connected with them due to which it is
essential for them to analyse several things before finalizing strategy. For
example; company can use Ansoff Matrix and BCG growth tool for assessing
current market so that they get succeeded in designing an effective plan and
policies to attain their set targets or goals in a minimum time period.

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By the use of Ansoff Matrix,
executives of Virgin Media can
acquire an appropriate planning tool
which helps in providing them an
outstanding approach and marketer’s
strategies for future development.

Company Idea
Virgin media is a very successful organization whose main objectives to
maximize its market share and enhance performance by satisfying client’s
requirements. Thus, Virgin media come up with one of the most creative idea
that is; “Smart phone with dual camera in front and one camera on back”.
Along with this, consist of various applications which is beneficial for
businessmen’s and common people to perform their day to day activities.

Company market strategy
“V-plus-X is a name of smart phone which
consist of dual camera in front of the phone
and one more camera on back of this cell-
phone”.

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Some of the necessary features of its
product is discussed as follows-
Triple camera
•Smart applications which is useful
for shopping, long distance
connectivity, useful payment services
and many more.
• 64GB internal storage and more
than this external storage.
• High length.
• Heavy and metallic body
• Attractive colour such as; violet,
silver, dark shady black and off
white.
• Gives 5G internet services
• Dual sim

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Target audience and market segmentation- In this modern world, almost each
and every consumers are addicted towards smart phones for accomplishing
their day to day activities as well as to enjoy their free time. In fact, most of
the females buy expensive phone is just because of smart cameras with
advanced features in order to take beautiful selfies for posting status on their
social sites.

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Major target for this product are-
•Youngster group
•Professional members
•Official females
•Businessmen’s
•Teenagers

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Marketing mix for product-
Promotional activities of an
organization always tries to fulfil the
needs and demands of desired
consumers by coming up with creative
products as well as offer best goods at a
very reasonable rate. However, market
mix of product cover 7 P’S such as;
product, price, place, promotion,
process, physical evidence and people.

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Launch stages-
•Introduction-
•Growth stage-
•Maturity
•Declining

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There are Pre launch stages and post
launch stages are also identified
which is used by an organization for
developing its idea as well as to
control probabilities of mistakes.

Recommendation
Throughout the analysis, it has been understood that company have to take
care few factors while launching a new product at marketplace in order to
minimize the chance of risk is discussed below-
•Hire skilled or experience employees for proper launch of new design smart
phone that is V-plus-X so that they can explain about goods features to their
end users.
•Reserve extra funds for managing instant change or expense which might
incurred while whole launch process.

Conclusion
From the above presentation, it has been summarized that launching a new
product is gone through various stages and requisite to use appropriate
strategies for assessing competition level of marketplace. Along with this,
company needs to focus on several factors such as; PESTLE, SWOT and use
Porter five force mode, ansoff matrix or BCG for understanding competition
level that is encountered by an enterprise.

References
• Sargeant, A. and MACQUILLIN, I., 2016. Marketing for nonprofit
organisations. In The Marketing Book (pp. 555-576). Routledge.
• Palmer, A., 2012. Introduction to marketing: theory and practice. Oxford
University Press.
• Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing:
an introduction.

Thank you