Employer Branding and Marketing Strategies

This assignment delves into the crucial relationship between employer branding and effective marketing strategies. It draws upon various academic sources to define and analyze the core principles of employer branding, exploring its influence on recruitment and talent acquisition. The assignment also considers the role of marketing research in shaping employer branding initiatives. It examines case studies and real-world examples of successful employer branding campaigns within organizations like EE Limited. Finally, it discusses the importance of integrating employer branding with overall marketing plans to build a strong and positive corporate image.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Marketing concept and current & future trends....................................................................1
1.2 Different marketing processes...............................................................................................3
1.3 Key roles and responsibilities of marketing manager...........................................................5
1.4 Impact of marketing roles and responsibilities and its interrelation with other functional
department...................................................................................................................................8
1.5 Importance and values of role of marketing.........................................................................9
1.6 Significance of effective interrelationship between different functional departments of an
organisation...............................................................................................................................11
TASK 2..........................................................................................................................................13
2(a) ...........................................................................................................................................13
2b) Marketing plan for EE Limited...........................................................................................16
REFERENCES..............................................................................................................................21

INTRODUCTION
The process of management through which products or services move from producer to
ultimate consumer is known as marketing. It can be determined as business or actions by which
goods and services are promoted and sold by the means of advertising or research of market. The
process of marketing includes functions of creation, communication, delivery and exchange of
offering that are valuable for customers or partners or may be society at large. EE Ltd. is telecom
company operating in UK which is a division of BT group. It is a mobile network operator and
Internet service provider (Lane, 2016). It was established in 2010 as joint venture between
Deutsche Telekom and Orange S.A. Marketing mix is the combination of various factors which
company controls to induce customers for purchasing its products. It consists of 7P's that play a
vital role in the marketing which are product, place, price, promotion, process, people and
physical evidence. This report throws light on the concept of marketing and its different
processes. Further, it explains the roles and responsibilities of marketing and its interrelationship
with other functional departments of the organisation like HR, finance, production, etc.
Moreover, the present report provides an understanding of extended marketing mix and its
application to achieve the organisational objectives.
TASK 1
1.1 Marketing concept and current & future trends
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Notes :
The methodology used by an organisation which evaluates customer needs and help to
form such strategies to satisfy their demands better than their competitors to gain a competitive
advantage is known as concept of marketing. According to this concept, customers and
satisfaction of their demands is the most crucial element of business in order to achieve goals of
organisation. EE Ltd. uses following current trends of marketing: Mass marketing: For the survival and growth of business, it is essential that large number
of people purchase its products. EE Ltd. needs to spend a huge amount to understand the
big data which will provide knowledge to company about where its media to be placed to
target potential customers of its products (Bennett, A.G., 2010). The mass marketing
efforts are made thoroughly to give a feeling of warmth and locality to the customers. Online marketing: With the emerging technology, marketing through internet has become
very common. The cited organisation has adopted different methods such as online
banners and pop ups to attract more customers. It is important for business to develop
strategies which aids in online marketing of products and services. Word of mouth marketing: It is an ancient type of marketing practice. In this type of
marketing, information regarding the product is transmitted from one person to another
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through oral communication. The marketing team of cited organisation have knowledge
for creating authentic word of mouth for its products. and
 Direct marketing: Digital media such as mobile phones, computers, tablets and laptops
are used for the promotion and advertisement of EE Ltd.'s products and services. Internet
marketing is the most crucial practice of digital marketing whereby customers can be
reached at their homes effectively.
Following are the future trends which will greatly influence marketing practices in the
coming time:
Notes : Mobiles: Mobile phones are going to become the focal point of marketing. It can be seen
that the dependency on mobiles for small to big works have increased tremendously. The
focus is shifting from large screens to smaller ones (William, 2012). This would ensure
establishing personal relationship with the customers. Transparency: With the change in time, customers will become more demanding and
expect transparency from companies. They would tend to seek more organisation's
engagement to ensure brand value and transparency.
 The next internet would be social: Use of social media will change the shape of
marketing. It will become an integral part of marketing practice. Most of the brands
would be seeking full transition of marketing efforts into social channels.
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1.2 Different marketing processes
Notes :
Marketing concept of the cited organisation tends to identify customer needs that are not
fulfilled and then, bringing such products to the market that would satisfy those needs. This
process involves a sequence of steps which includes – identification of opportunities by
analysing the situation, strategy formulation for value proposition, tactical decisions are formed
and then, implementing the plan and monitoring its results (Durmaz, 2011).
1. Analysis of situation: A situation analysis is conducted to identify unfulfilled needs of
customers where EE Ltd. serves. It includes analysis of macro environmental factors that are
external to an organisation and also, micro environmental factors that are related to specific
situation of the cited organisation.
2. Marketing strategy: A strategic plan is formulated after identifying the best opportunity for
customer satisfaction to pursue that opportunity. Market research helps in the selection of target
market and positioning of products within that market segment that will result in value
proposition. Marketing strategy involves the following:
 Market segmentation
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 Selecting the target market i.e. targeting
 Positioning of the product in target segment
 Value proposition to the target market
3. Decision regarding marketing mix: In this step, tactical decisions are made regarding
marketing mix. Following activities are involved in marketing mix decisions:
 Development of product which involves design, specification and production of units
 Pricing decisions (Ormrod, 2014)
 Determining distribution channels
 Developing campaigns for promotional activities
4. Implementation and monitoring: This is the last step after plan has been developed and
product is launched. The results of marketing efforts are monitored continuously. Marketing mix
is required to be modified and accommodated in tune with the changes in market. To fulfil the
needs of customers, only implementation is not sufficient, regular monitoring and adaptation to
changes is also required.
1.3 Key roles and responsibilities of marketing manager
Notes :
5

Marketing manager is the person responsible for overseeing functions of marketing
department. Main responsibility of marketing manager is planning and coordinating activities of
marketing such as identification of potential customers, establishing focus groups and developing
campaigns for marketing (Jaffeux, 2012). His main aim is the development of marketing plans
that are in alignment with the business strategy. Key roles and responsibilities of marketing
manager of EE Ltd. include:
 Establishing a healthy working relationship with managers of sales and agency in order to
ensure that products are developed through sales enablement.
 Marketing manager is responsible for demonstrating marketing management, promotion
and advertisement activities of the cited organisation.
 He is required to provide proper feedback and actively participate in the development of
products. Also, he should launch and track performance of products which are offered in
the market.
 Formulation and implementation of marketing strategies which help in the attainment of
cited organisation's goals and objectives.
 He should conduct research and report on external opportunities.
 Marketing manager is required to gain an understanding of existing and potential
customers(Desselle, Zgarrick and Alston, 2016).
 Execution of online and offline marketing practices and their integration.
 Management of customer relationship is crucial for marketing manager.
 Effective management of marketing mix that consists of employees, cost strategy,
product, selling and means of promoting and advertising.
 He ensures that the goods and services of EE Ltd. are delivered on time.
 It is important for marketing manager to collect and analyse data regarding success of
marketing strategies which can take form of sales figures, customer satisfaction, website
hits or other measures.
6

Notes :
The key aspects of role of marketing are mentioned as below:
1. Market research: Complete information of customers should be available with marketing
managers which can be collected through various means such as internet, questionnaires,
buying habits of customers, focus groups, interviews, etc.
2. Developing marketing plans and strategy: A marketing plan is formed to ensure
structural approaches that induce marketing manager to take into account all relevant
elements of process of marketing planning (Campbell and Martin, 2015). This includes –
situation analysis, determination of objectives, strategy formation, implementation and
control of activities.
3. Marketing mix management: Marketing manager is responsible for effective
management of marketing mix which includes all tangible elements of marketing –
facilities, product, cost strategy, employees, ways of advertisement and promotion.
4. Customer relationship management (CRM): CRM is the process in which
communication is maintained with the customers during whole process of purchasing.
This helps in retaining current customers and attracting the new ones.
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1.4 Impact of marketing roles and responsibilities and its interrelation with other functional
department
Notes :
All the functional departments of the cited organisation like sales, production, HR,
finance etc. are interrelated with marketing department. It is important to maintain proper
coordination and communication between all these departments so that the objectives of EE Ltd.
can be achieved effectively and efficiently. Marketing and Operations : There exists an intimate relationship between operational
department and marketing department of the cited organisation. The main function of
marketing is to create customer demand and fulfilment of this demand is the main aim of
operation department (Baack, Harris and Baack, 2013). Any conflicting situation between
these two functions can create a mismatch between demand and supply and lead to
inefficiency in production, as a result, customer satisfaction would not be achieved. To
gain competitive advantage and improved profits, marketing and operation department
should work in sync. Marketing and Finance : For effective execution of marketing plans and strategies,
finance is needed. EE Ltd. should ensure proper communication among these
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departments that provide assistance in keeping budget and allow flexibility to marketing
manager. This would also help in reducing wastage of financial resources.
 Marketing and Sales : Sales and marketing department cannot function in isolation with
each other i.e. functions of these departments are complementary to each other. Increase
in revenue is the core function of both these departments (Zikmund and Babin, 2012).
The main aim of marketing is to develop more and more customers for the products of
EE Ltd. by implementing different marketing strategies to attract customer attention and
inducing them to buy these products. An effective sales team is needed to ensure that
efforts of marketing department are not wasted by closing the deals appropriately. For the
success of an organisation, it is imperative that activities of marketing and sales are
aligned
1.5 Importance and values of role of marketing
Notes :
The heart of EE Ltd.'s success lies in marketing as major aspects of business depend on
successful marketing. It is the key process of research, promotion and selling of products and
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services of cited organisation to the target audience (Jacobs, MacRae and Sladyk, 2014). In the
context of EE Ltd. importance and values of marketing are explained below : Higher sales : Marketing is helpful in transfer and movement of goods from producers to
consumers. It provides information to the producers about the needs and preferences of
customers to ascertain the products that can be offered. Helps to raise and maintain standard of living of community : Paul Mazur defines
marketing as delivering standard of living to the society. The emergence of the latest
marketing techniques have helped to attain living standards of even poor sections of the
society. Creating employment : As marketing is complex process, number of people are involved
in the process in some way or other. The major functions of marketing consists of selling,
transportation, buying, warehousing, financing etc. and these activities are performed by
large number of individuals. The large scale production and industrialisation has widened
the role of marketing that have resulted in creating employment opportunities for many
people. Company's reputation : The success of cited organisation lies on a solid reputation
(Terpstra, Foley and Sarathy, 2012). Marketing helps in building brand name recognition
and as reputation increase, business expands and sales also grows which is essential for
an organisation to be successful. Healthy competition : Marketing helps in fostering healthy competition in the market as
marketing of pricing not only reaches customers but also competitors existing in industry.
Marketing helps to keep pricing competitive pricing for the cited organisation to win over
consumers before its competitors.
 Marketing aids in development of economy : Marketing plays a cardinal role in the
development of an economy. It helps to steer the economy and make it more strong and
stable.
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1.6 Significance of effective interrelationship between different functional departments of an
organisation
Notes :
A strong and effective interrelationship among various functional departments of the
cited organisation is crucial in aligning the activities of all these departments towards attainment
of organisational objectives. An organisation can conduct its operations smoothly only when the
activities of all functional department are in proper coordination. The functions of one
department do not operate in isolation; they are complementary to each other (Hair, 2015). It is
imperative that the operations of each department are in tune with the objectives of business.
This helps in developing proper strategies which ensures customer satisfaction and business
gains a competitive edge over other competitors. The effective interrelationship among all
functional departments are significant because of the following reasons :
 Level of performance : When there is proper communication and coordination among all
functional departments of the organisation, it ensures that operations and efforts of all the
departments are focused on achieving the organisational goals. This motivates employees
and managers of all the departments and enhance their performance level which results in
growth and increased profit.
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 Reduced conflicts : An effective interrelationship between all the departments leads to
transparency and better communication among different team members. This helps to
reduce issues they were facing earlier due to rigid organisational structures. This makes
the employee feel happy, content and motivated which enhances their effectiveness and
efficiency in working.
 Improved coordination : A strong interrelationship means there is more coordination
among the operating activities of all the departments. This helps to ensure that efforts and
resources of no department is wasted and they are working towards achieving the goals of
organisation and not individual department goals.
 Fosters healthy relationship : Proper and effective coordination and communication
helps in reducing conflicts among team leaders and thus enables to establish healthy
relationship among members and team leaders of different departments (Lipsman, Mudd
and Bruich, 2012). Thus, a healthy environment is created at workplace where all the
individuals work in harmony to attain organisational objectives and ensures success of
the company.
TASK 2
2(a)
Marketing mix is a tool to determine the product need and interest of the consumers and
it is used by the various business organisation. It is about putting the right product, in the right
place, at the right time and at the right price in the business plan. Marketing mix associated with
the 7P's to understand the entire mix (Lamb., Hair and McDaniel, 2011). It is the combination of
all the variables to attract the customers for their products and services which are controlled by
the company. EE Ltd. is a mobile phone company in UK who always work for making his
product latest in technology. Company aim to attract the customers by providing many new
feature in his product with less price. By satisfying the customer need it will achieve the target of
the company through various elements. Vodafone is also the largest company in mobile network
which has provides telecommunication services to its customer all over the world. In the modern
time, companies are providing best services with many offers to attract the customer and make
existence for the long time in market (Jones and Rowley, 2011). These days many companies are
coming to business and give more attractive feature to the customer with cheap discount offers.
There are many marketing mix in EE Limited and Vodafone described here:
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Marketing
Mix
EE Limited Vodafone
Product EE Ltd. offers many services to its
customer to satisfy their need according to
latest model. By providing various
services such as talktime offer, data plan,
latest application and many more features
creates the demand of the product. Failure
in the network can create many problem
to the customer and it results to move out.
Vodafone provides tangible and
intangible services to its customers.
Company gives many offers in a
number of services through various
tariff plans, calling services and many
effective data plans like 4G
(Papasolomou and Melanthiou, 2012).
There are so many needs of the
customer to fulfil effectively by their
effective services.
Place The distribution channel is very low in
comparison to Vodafone. EE Ltd provides
services only in the UK and so that they
can improve their services. Company
promoting various tools to advertise his
product effectively in the market (Mihart,
2012). For long time survival in the
market they must focuses on the services
which need to globalise. Company need to
open more retail stores by increasing their
services to the consumers and profits also.
This mobile company has very large
network in many countries not even in
UK but all over the world.
Organisation has many subscribers in
the world approx 160 million
throughout the world. Company set up
its network everywhere even in the
rural area to make effective promotion
of their network with best services.
Company operate its working from
urban area as well as rural area to
connect with every customers through
providing good best customer care
service (Desai, 2013). Company
improving its network plan 3G and 4G
so that without any error in network
they can avail best services.
Promotion Company need to focus on various Company provides many new services
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techniques which can be used in our
business to attract the number of
customers. Company using various
telecommunication services in the market
to improve the brand value of the
company (Ogunmokun and Tang, 2012).
It is beneficial for the firm to promote
their product with various services like
advertising in TV, through application or
direct selling services.
to maintain the customer trust and
recognition in other areas. Various
customer can avail many offers by
various promotion activities and
winning prizes from the company
event. There are many attracting
advertisement feature that grows the
market position of the company like
Zoo Zoo add.
Price EE Ltd. is not a big company in the
market so that they cannot increase their
price of the services. The price of service
is less then customers attract with the
price to use their service. Various
consumers are waiting for the cheap offer
to avail the service and its a very common
strategy by the companies. To compete in
the market with other companies they can
reduce their data plan and give exciting
offers to the customer for long stay.
The product and services which are
offered by the company is quite high
so every people cannot afford their
services. Vodafone has the
competitive advantage in their high
quality of services and fast data speed
to the customers. There is another
offer for the customer with the price
differentiation to opt a prepaid plan or
postpaid plan so that easily satisfy
their need.
People EE Ltd. is conducting the market research
to identify the need of the customer with
the product and services (Kennedy and
Parsons, 2014). For a success of a
company there is employees who deliver
the best services for their client. Members
of a company search for the new strategy
that can be useful for a company to make
long term success.
Customers are very important part to
survive in the market. Vodafone has
its rich customers who availed their
services with the best tariff plans.
Company also provides offer to its
permanent customer by way of many
discounts. Organisation time to time
identify the need of the customer by
giving various plans 4G or 3G.
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Process Process of product and services should be
effective so that EE Ltd. maintain the
working process by delivering services to
the customers (Lane, 2016.). Services can
also be provided through online so that
customers can easily avail the various
services from anywhere.
Vodafone give best services to its
customers so that they are not facing
any problems to using the services.
They facilitate proper process and
system to execute the services in best
possible outcomes.
Physical
evidence
Company gives best services to the
customers and gives his physical presence
in the market. It helps the company to
know the market leaders and establish a
psychological evidence in the market.
Company is providing services to their
customers to show their physical
presence between the customers. But
there are many customers who believe
in the services of Vodafone if they do
not also give their physical presence.
2b) Marketing plan for EE Limited
The marketing plan of a company is statement that consists of descriptive information
regarding objectives, strategies and the particular activities that are to be performed by marketing
individuals (Siguaw and Simpson, 2015).
Executive Summary
EE limited is the premier organisation that provides efficient products and services in the
telecommunications industry. The company has access to latest technology and scientifically
advanced equipment (Wireless Telecommunication Services, Company Overview of EE Limited,
2017). This feature has helped in fighting competition to a great extent. This marketing plan will
help in developing an effective strategy for delivering its products and services irrespective of
their targeted markets. The main objective of this plan is to communicate specifications of latest
products which are developed by the company to all its potential users. Effective marketing
strategy will help in acquiring greater market share and increasing the profit margin as a result.
Company Overview
The company EE limited is based in UK and is a subsidiary or division of BT group. This
organisation has been functioning since 2010. it has acquired very large customer share within
just a few years of establishment. This reflects that products and services provided by the
15

company are very good in terms of quality and pricing. The different types of services that are
being offered by the company are voice calling network, internet surfing operations, broadband
connectivity, mobile payments and other digital communications services. With over 553 retail
stores across the country, EE limited has earned brand recognition amongst its 31 million users
(Wireless Telecommunication Services, Company Overview of EE Limited, 2017). Additionally,
this is the first company to launch high speed 4G network for surfing the internet and performing
other internet based operations.
Current Market Situation Analysis
Before implementing any strategy, it is important to get knowledge about the current
market situation and strategic position of the company. Hence, internal and external analysis is
performed using porter's five force model and SWOT analysis tool.
Internal analysis results:
The internal analysis of a company is performed to understand the status of internal
environment of an organisation. The basic components of EE limited's environment are
employees, clients, shareholders and distributors. The organisation follows Modern Slavery
Standards which are declared by the government of the country for all private and public sector
institutions that are functioning in this country (Our supply chain, 2017). This has helped in
acquiring positive perception in eyes of employees and shareholders. Corporate social
governance is predominantly existing in the institution which helps in prohibiting unfair
practises.
External analysis results:
EE limited being a company that works on providing services to customers, doesn't
involve suppliers like those in manufacturing units. Hence, there is no threat from bargaining
power of suppliers. Although certain governmental regulations and restrictions over usage of
telecommunications services can hinder the functioning of the company.
Organisation follows ethical standards and all the legal policies which are set by the
government (Gagnon, 2016). This has helped in gaining a competitive advantage in an era of
such tough competition. Bargaining power of customers can be a threat for the company because
buyers have certain rights and freedom to bargain over prices of products and services they are
purchasing.
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Increasing opportunities for young entrepreneurs to develop their ideas into fruitful
business is giving higher speeds to competition. If EE limited remains uninformed about these
new entries then it is possible that competition might swipe out its strategic position.
Rivalry can occur at any point of time when one company is functioning extremely well
in certain markets and is giving equal competition to other marketers. EE Limited's competitors
are Vodafone, O2, Telefonica, etc. It is important to gain information regarding competitor
strategies and pricing for strengthening proposed strategies and tactics.
SWOT analysis results:
The company currently holds a strong position in the domestic markets. Moreover, it has
gained brand reputation by acquiring 31 million customers within a short span of time with help
of efficient telecommunications services (Our supply chain, 2017). The USP of the company is
its access to latest technology which is currently the 4G services. The only weakness that has
been experienced by EE limited is incorrect targeting of customers. Organisation is focusing on
customers that belong to the business section of the society which means less facilities for
individual customers.
The opportunities that are realised through this analysis are based on expansion and
development of markets (Chernev, 2015). The company can expand its operations in foreign
markets and develop its business to business relations through 4G services. Only threat that is a
matter of thought is growing competition. More companies have emerged as a superpower in
UK's telecommunications market which means a threat is experienced by the company regarding
its customer share.
Objectives
For current marketing plan, following objectives have been devised:
 To develop new markets in different cities and countries.
 To reach a better position in terms of competition and market share.
 The company aims to increase its profit margins by 5% for current financial year.
 Developing online shopping facilities for customers and presence over digital media.
 To develop specific services for individual customers other than business professionals.
These objectives are specific, measurable, attainable, realistic and time bound. It implies
that EE limited will have to implement its strategies with efficient tactics for meeting these
objectives and goals within stipulated time.
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Strategy
Basic marketing strategy that is to be implied for EE limited through this marketing plan
is development of online shopping portals which will be directed to customers through official
website of the company (Our supply chain, 2017). Social media communities will be utilised for
marketing the products and services which are currently developed by the company. This will
make the organisation omnipresent in lives of customers. Firstly, banners and posters will be
developed and launched a month before actual launch of the service. Then rigorous promotional
tactics will be implied. Further the company shall launch its new product in the targeted market.
Segmentation, targetting and positioning
The process of fractioning the market on the basis of affinity or identical attributes to
evaluate purchase behaviour of target groups and adjusting the communication. The main basis
for segmentation of consumer market are age, gender, income, socio-economic status etc. For EE
Ltd. it is important to focus on behavioural segmentation as it is engaged in telecom industry
(Siguaw and Simpson, 2015).
After segmenting the market, the cited organisation is required to select one or more
target markets where it choose to offer its products and services, this is known as targetting. For
efficient targetting, customers are assessed on the basis of their contribution to overall
profitability of the cited organisation. In the opinion of EE limited, customers of Vodafone can
be its target as they are mostly tech-savvy (Desai, 2013.).
The last phase is positioning of the products in target market segment. EE limited needs
to formulate an effective positioning strategy to highlight its customers better than its
competitors. The cited organisation can achieve competitive edge by either reducing the prices of
its products and services or offering better quality to its customers.
Tactics and actions
EE limited needs to design new pricing strategy whereby it should aim at providing
competitive pricing. More retail stores can be launched to provide better services to consumers
which are easily accessible to them. The company should focus on promotional activities through
social websites such as facebook, linkedin etc. as it aims to target young generation (Chernev,
2015). The experienced staff should make more effective sales strategies to enable better
communication and rendering excellent services to the customers. Company can provide various
offers like free calling and messages or reduced rates to attract younger segment of the society.
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Budget
A budget is prepared to ascertain the income and expenditure over a specified period of
time. EE ltd. should develop a budget to estimate the expenditure that will be incurred in
execution of the marketing plan.
Marketing Budget of EE Ltd.
Particulars Amount (British Pounds)
Initial investment 25000
Sales promotional activities 15000
Social media 8500
Events organization 20000
Digital marketing 11500
Advertisement 15000
Printing 4500
Direct marketing 9000
Total amount 108500
Control
It is the responsibility of marketing manager to control and monitor the activities of
employees to ensure that the objectives of EE limited are achieved (Gagnon, 2016). One of the
main managerial functions is forming effective strategies to keep a check on the employees of
the organisation. Control is continous process and the company should ensure proper control
oveer employees in order to make them work oriented, committed and dedicated so that desired
results can be achieved.
Conclusion
Although EE Ltd. is a new brand yet it possess distinct advantages and disadvantages.
The recommended strategies would enable the company to develop methods for improving its
weaknesses and use the available opportunities to gain competitive advantage. The company
shuld focus on widening its customer base and inducing customers to switch over to 4G
19

dimensions by exploring new markets. This would help the company to achieve its mission and
objectives.
CONCLUSION
In a nutshell, it is inferred that marketing is the heart of success of an organisation. It is a
philosophy that aims at identifying the needs of customers and then, developing such products
that satisfy those needs better than its competitors. The marketing plays a cardinal role in the
success of an organisation. It is important to maintain effective interrelationship among all the
functional departments of the organisation through proper coordination and communication. The
role of key manager is crucial in formulation and implementation of marketing strategies that
align with the business strategy to achieve organisational goals. Moreover, marketing mix that
consist of 7 P's – place, price, promotion, product, people, process and physical evidence is an
essential element of marketing. Further, it can be articulated that as the new technologies are
emerging and people are becoming more tech-savvy, the company should focus on adopting
technical marketing strategies that attract more customers and help in achieving organisational
objectives.
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