Marketing Essentials and Promotional Techniques

This assignment provides an overview of marketing essentials, including promotional techniques and methods for launching creative or innovative goods. It covers how to maintain standard and implement goodwill in both domestic and foreign markets. The report discusses various references from books, journals, and online sources, providing a comprehensive understanding of marketing principles and strategies.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................7
P3 An overview of 7Ps of EE limited are explained below.....................................................7
TASK 3..........................................................................................................................................12
P4 Develop and evaluate a basic marketing plan......................................................................12
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing essential defines all the aspects that are connected with marketing goods and
services. This term mainly revolve around market. In this process money and goods are exchange
between buyer and seller of a particular product. This process of selling goods and services help
organization to achieve its target and goals which have been set from before (Berkowitz, 2016).
According to their budgets large businesses hire team of marketing experts. However on the
other hand, small enterprises hire part time people to promote their products and services. This
will help small enterprises to acquire large customer base. EE Limited is a telecom industry
which provides various mobile services in United kingdom.
This report will examine the comparison between the 7Ps of EE Limited company and
Vodafone. And appropriate market plan will be made for the promotion of services that is
provided by the EE Limited company.
TASK 1
Slide 1
1

Slide 2
Slide 3
2

Slide 4
Following are definitions of commerce are explained below:
In the opinion of American marketing association, by merchandising it means that it is
completion of some activity that is flow of commodities from producer to user.
In view of Clark and Clark tells that this practice include both the purchase and sell activity
which is also known as human action as well as physical act.
Nature of marketing: With this it is observed whether merchandise is science or an art or
both discussion on this topic is held below:
Trade as a science: As sale can be called as trade as there are basic principle as policies
which are followed in marketing same as science (Burke, 2011). As science as some scientific
rules and process this activity also has some norms ion which it is depend. Sa today before
manufacturing product producers collect research upon the product. All of these factors prove
that marketing can be called as science.
Marketing as an art: along with knowledge as well as qualification others work which is done is
known as art. Trade too is an art which takes place after proper studies and ability which is said
to be perfection as same with art. Many problems regarding the sale are sought out by some
creative activity (Friedman, 2011).
After studying both of the above it is clear that management is both science as well as an
art.
3

Concepts of marketing:
This idea states that firm should analyze the customer’s needs and wants to make a
rational decision to beat competition. Some of the concept is explained as below;
Production conception: this idea is ideal which states that best quality as well as cheap
products is more demanded by customer. This states that buyer is a king so goods and services
should be according to the purchaser which automatically decrease production cost and increases
sale of company.
Product conception: customer always favors best quality of product at cheap rate as well
as highly innovative and featured product with time. Managers should ensure some change in
product after particular period of time (Cabooter, and et. al., 2010).
Selling concept: Sales and promotion activities should be used by the mangers so that
company can make aware about its product in market. Which will help firm in covering large
base of customers?
Marketing concept: This philosophy is differing from above mentioned points. This
states that it has to beat marketing competitors by improved quality product and services.
Societal marketing concept: the firm determine the well being of customer their wants,
needs preferences as well as target market then deliver preferred good.
Slide 5
Personnel management: As they are best leaders for employees because they know are
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the followers can be attract as well as motivated in organization. As well as they know when to
provide them with extra training to encourage employees growth. So managers need to be
effective whether employees group is large or small.
Planning: Every organization needs to prepare blueprint before doing any task or activity
so that comparison can be made between what is achieved and what is left back. As they are only
responsible from planning to execution as they are accountable to vice managers regarding any
loss or problem in firm. He or she is obligated for company strength and weakness as well as set
marketing goals and identify strategy to reach those targets.
Budgeting: A marketing manager must develop a reasonable, workable budget by coach.
Budgets is divided between different parts as it is segregated among different expenses of firm
like advertisement cost, promotional cost as well as others expenditure as he sets salaries of
employees of different departments members. As EE limited marketing manager do all such roles
and task for the firm.
Slide 6
Identify potential markets: marketing managers of this company need to identify
potential markets for their products as well they need to analyze future and current trends
availing in market. The managers are identifying the demographical factors like age, income,
genders, as well as taste & preferences of people of particular areas
Receive firm root age: selling manager does both internal and external factors analysis
which influences working of an organization. By evaluating the resources company can pinpoint
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its strength and weakness.
Coach asses’ company endangerment and possibility: Outside factors can bring
chances for firm to grow in market as well as can help in increasing its market share. If firm will
analyze its opportunities then this can bring them on the top among the others as well as will
provide them with great success in future (McDaniel, 2011). So it is also a duty of marketing
manager to collect such information from other sources.
Supervising activity: The manager controls each and every activity of organization as well as of
its members. He or she is developing goals for firm so they understand better and are
experienced coach to keeping records every action takes place in organization.
Slide 7
Slide 8
6

Slide 9
TASK 2
P3 An overview of 7Ps of EE limited are explained below
The concept of 7Ps include 4 traditional factors as well as 3 new elements of P which are
defined below:
 Product: According to nature of stock goods are produced and consumed by any
business (Rowley, 2011).The company EE limited make sure that the products that are
made by them must be new and should offer multiple discounts to the customer. In order
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to attract more number of buyers this company makes multiple discounts on weekly
basis. The product that is provide by the company for its customers are prepaid, post-paid
plans, Value Added Services,4G network etc. In the value added services the 24 hour
recharge facility, call divert and live portal services is given by the company. The various
features such as black list callers, video clips etc are also provided to the customers.
 Pricing: The Company EE limited provides flexible mechanism on price. The strategies
related to price are made on customer basis. So company has used good pricing strategy
during pricing of their product and services. The price of plans is also made on the
monthly basis to attract more number of customers.
 Place: This factor explains that location plays a vital role in providing the services and
goods. The firm has set up their shops in busy main streets and areas. EE Limited target
the place which is full of people as well as buyer of their goods to increase their overall
sales (Jones, 2011).It is one of the leading providers of telecommunications services in
UK. In the remote areas there is a wide and extensive presence of EE limited company.
The company also provides customer assistant stores in order to assist the customers
regarding the services that are given by the company.
 Promotion: In order to promote the product and services promotion plays an important
role for the company. After a particular period of time advertisement is modified in order
to attract both old and new buyers. In order to launch 4 G services the company
conducted promotion through advertisements which featured Kevin Bacon. During The
X-factor the advert initially aired on ITV.
 People: It is very important element of marketing mix as buyers are king of every firm as
the business resources are dependent on their choice and taste. Ultimately buyers are
leaders who can make run a company for long or can force business to get closed in very
short duration of time (Rowley, 2011). The Company has one of the best customer
support. The skilled and talented workers work at this company. The reward and
recognition is given to employees for their good work at company.
 Process: The procedure is clearly defined by company so that all the members of firm
can have clear information about each and every part of organizations as well as duties
and responsibility should be clear to them so that they can work properly for business. In
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the company a customer support number is provided to each service provider which can
be dialed from anywhere around the globe. Physical evidence: The location where service are delivered is defined properly through
score card method. A calm and soothing environment is used by firm to attract large
number of buyers (Koontz, 2010).It is one of largest 4 G service provider in Europe.
Across the country the company have around 700 retails outlet.
7P's of Vodafone industry:
 Product: It offers several of product as well as services to their customer. It includes post
-paid, prepaid network, wireless Wi-Fi as well as value added services. It is well known
company of world as they solve their customer’s problem quickly. Different VDS are
instant inquiry, recharge facility, multimedia messaging services, call divert, wait, and
hold, as well as other broad band facility in our entire world. Merchandise features such
as chat , games, clips etc are also provided by Vodafone(Mihart, C.2012.).The main
objective of the company is to guide and help customers with their needs of
communication. A wide range of tariffs is offered by the company in order to target
different segments of customer. As the customers are looking for best product quality so
Vodafone design branded devices and services according to preference and need of
customers.
 Price: The price of products and services of Vodafone is priced competitively and is
easily accessible to as many customers as possible. To beat the competition across globe
the company make sure that enhance and better quality services are provided to the
customers. For an instance in order to challenge the competition faced by other telecom
companies Vodafone provides a high speed data and good network range. As different
products and services are offered by Vodafone so it provide price structures that are
suitable for the needs of customers.
 Place: It is the leading communication industry of India. It has its presence in remote
areas where other networks can not reach .This company had used this chance in a better
way (Marketing Essentials, 2017). Through the customers care centres and shops most of
the products are sold by the company. In order to make people aware about the product
this company has opened its various branches across the globe. As well as buyers need
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are fulfill at same point of time. In UK Vodafone operates on 300 of its own stores. They
also sell through independent retailers. Almost about 75% operational areas is covered by
Vodafone. In order to upgrade the network 4G the plans are made by the company.
 Promotion: Unique technique is used by this firm like zoo zoo charter is used in
advertising the services. In order to endorse the product big celebrates like tom cruise are
roped by the company. The print and video advertisement is conducted on large scale. In
order to reach and establish trust among local customers Vodafone frequently uses local
name recognition such as Mary Kom, the well-known boxer is the global brand
ambassador of the company. The famed sports stars such as David Beckham are used by
the company to help promote its global appeal and to communicate its brand value.
To reach a large number of people TV commercials and other social outlets such
as Facebook, twitter etc are used by the company.
 People: It takes care of employees well being as well as provide them training and
education. Vodafone focuses on health and safety performance of workforce. The skilled
and talented workforce work for Vodafone. The company provides one of the best
customer supports. The company has also won the best employer awards in the year
2006.
 Process: Operation of business is very easy as customer can easily avail its services. The
customer support number is provided that can be dialed anywhere from world.
 Physical facility: It has approx. 40 mini stores in different regions as well as presence in
mountain areas.
Thus, there are many reasons which are important for organization to achieve its target as
well as business objectives.
Marketing planning process:
This operation involves five steps which are as follows:
1. Determine organizational objective: The starting point for marketing planning is the
basic objective or goals of the organization. In this stage plans as well as directions are
built for the members of organization to achieve firm objective. These plans also serve in
the evaluation of performance of the organization. Secondly firm goal should be
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S.M.A.R.T. which stands for specific, measurable, attainable, and realistic and time
specific.
SMART objective for EE Limited company
Specific Acquiring three new clients for business
Measurable Measuring it by maintaining the current client base
Achievable Launch social media marketing campaign .
Relevant The revenue can be increased due to additional clients.
Time-bound This target will be achieved within 3 months
2. Obtaining firm resources: Planning is done according to internal and external factors
which influence working of an organization. By evaluating the resources company can
pinpoint its strength and weakness. The strength of the company can help to set goals,
develop strategies to meet that goals and take advantage of market opportunities. On the
other hand, the weaknesses of the company can control organization from taking
advantage of market opportunities.
3. Evaluate risks and opportunities: All the outside factors can bring chances to grow in
market as well as can help in increasing its market share. The analysation of market
opportunities can bring the company them on the top position among the others as well as
will provide them with great success in future (McDaniel, 2011). The market
opportunities are mainly influenced by factors such political, economical, environmental,
legal etc. For the under-market products the emergence of new technology may open new
opportunities. The threats such as change in demand of customers due to lifestyle change
can posed by marketing environment.
 Marketing strategy: The net outcome that is obtained by analysis of opportunity leads
to the formation of marketing objective which will help to achieve the objective of
organization and develop marketing plan. The strategies made by firm should be
acceptable, flexible and efficient. The overall firm objective is dependent on company
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plan of action. The fellowship is dependent upon plan of action as both are
interdependent on each other to satisfy the particular segment or area.
4. Follow up and monitoring actions: At last of all we implement as well as control the
designed marketing plan. At every level manager need to take feedback from employees
regarding any new change which has been made in business (E-Marketing Essentials,
2017).
TASK 3
P4 Develop and evaluate a basic marketing plan.
Executive summary: Marketing plan of any firm depends upon its internal as well as
external analysis. Plan of any business shows its budgets, factors upon which company depends.
This compact will contain information about firm objective, strategy and other activities of
company through which it grow and achieve its organizational objectives.
In order to evaluate the marketing environment of EE's company this report was
produced. The several models will be sued by the company to identify and recommend suitable
strategies to examine external and internal environment. By using PESTLE, SWOT analysis and
the overview of recent segmentation in telecom helped to examine the external environment. The
review of EE's current performance, value chain and product listing were used for examining
internal environment. This investigation disclosed that there are still many issue that the
company is facing regarding brand image, perceived value for money offer and satisfaction of
customers. On the other hand, the company have apparent capability in 4G application
and ,market position. In order to enhance the EE's customer’s services recommendations were
made.
Industry overview - In 2018 ,the market is expected to grow steadily with 8%.This is due to
increase in the number of mobile equipment that are owned by customers and flourishing roll-out
of 4G network. The effect of economic downturn has been relative resilient for the mobile
service market In the past years, the switch from pre-pay to post-pay services have tied
customers to network providers for longer period of contract.
Company overview: In 2010, the collaboration of two major players Orange and T-
Mobile lead to the foundation of EE .EE limited is mobile communication service provider
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company of United kingdom. The company offers various services like messaging, voice, data
services, TV, and other broad band services to its buyers. In the market it was the first company
to launch advanced technology 4 G. The full form of EE is everything everywhere service. So
therefore, it is clear by its name that firm provides its services at every place. The company come
into existence in 2010.It has more than 700 stores in the UK and provide services to approximate
27 million customers around the globe.
Market analysis: Industry is analyzed on its external and internal environment:
By using the SWOT analysis and pestle factors such as political, economical, social,
technological, legal and environmental the external factors for EE can be analyzed. This can
provide upcoming flexibility to the service providers.
PESTEL analysis:
 Political investigating: The factors depend upon area, judicial laws and rules. These
factors can influence business environment such as change in judicial laws or norms are
uncontrollable factors for a company (Mihart, C.2012). The issues were examined by the
UK government that was related with the sufficiency of national coverage where the
significant problems are faced in areas far from urban centres. The research that is
conducted on the coverage incidents represents that even though there is 76% customers’
satisfaction but spatial variation is presented thus diminishing 65% in rural areas. In order
to ameliorate the network coverage in non-urban areas the government of UK is investing
about 150 GBP on providers.
 Economical factors: Company affected by authority action plans it include VAT, GST
and other activities adopted by government can affect company as whole. The period of
downfall was experienced by UK economy and due to government action plan,that
include VAT augmentation to 18% and other reduction in national benefits have affected
households. As the consequences the customers became chary about their expense. In the
recent years, the economy is recovered. The customers now feel secured to spend again
on the services provided by company.
 Social-culture factors: Behavior of every customer is different as well as due to their
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dissimilar preferences and services. Digitization in economy has been increased due to
which all the buyers have different choice in particular thing.
 Technological changes: EE Limited respond accordingly when change in technology . As
company cannot stop advancement of technology but can adopt its change. The objective
of the firm is to enhance the network coverage by providing innovative data/network
services. In order to cover the needs and provide new capabilities to consumers LTE
advanced 4G network was launched at the lower prices.
 Legal: Firm should make sure that activities of firm should be legal as well as according
to the laws made by government. Through healthy and competitive approaches Ofcom
reinforced the base for companies to provide its services and products. It is determined
under the regulator that under the particular condition such as increase in price without
any information from before the customers have the power to end their contact without
penalties.
 Ecological elements: Environment elements need to be taken care in every telecom
industry. As factors existing in outside world, a company has no control over it as these
are not according to company. As per Ofcom there is a need to consider various
environmental factors into picture. The factors such development of relevant
infrastructure, production and use of mobile devices etc.
SWOT analysis:
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Strength
Wider distribution channel
Business to masses
Low as well as medium ranges of services
Across the UK it is the biggest provider of 3G
network.
The brand visibility is increased through the
sponsorship of big football and movie events
Opportunities
Helpless without retailers and stores
less motivation to distributors
Incompetent advertisement
For EE B2B business is the great platform for
growth particularly for 4G network.
Weakness
High potential for development
late adopters of new technology
Customer demands is high
The individual customers are losing by the
company as it is focusing on the business
segment.
Threat
new entries of competitors
most competitive market
The consumers may be discourages from using
data function on their smart phones as the
number of IT attacks have been increased. This
will affect the profit margin of the company.
The use of EE voice services can be decrease
due to introduction of instant messenger
application.
The major competitors for the company is
Vodafone group and O2.
Analysis of internal environment
The organization structure of EE is efficient and opportunities sis given to employee and
workers to participate in volunteering tasks.
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Financial performance
The revenue of EE in 2013 was about 6 gbp and in the year 2012 it decreased to about 2.5%.The
downfall in profit does not determine the overall performance of the company as it can be
connected with capital equipment, inventories etc. The huge investment was done by the
company in 2G and 4G equipment.
Value chain Analysis
The selling approach of EE was expanded into omni-channel trading condition .The company
now possess 700 retail stores and one official website.
Value chain analysis for EE company
Inbound
logistics
Operations Outbound
logistics
Sales and
marketing
Services for customers
Equipment of
IT and
network
Cell phones
devices
Operation
related with
network
Online stores
Retail stores in
UK
Department of
marketing
Department
of sales
Customer contact centers
Online help
Analysis of Product portfolio
According to usage of cash and cash generation Boston Box classifies the products of the
firm. In the EE 4 G product portfolio the 4 G products of EE can be positioned as the star. New
customers around 813,000 were gained by 4 G for EE. This indicates the rapid growth of market
for the company. In order to support 4G technology the company needs to invest sufficient cash
flow. However on the other side, the market of 3 G services is becoming saturated and in
comparison with 4 G market it has very low growth rate. There is a need to invest a little in the 3
G market as it can produce cash for EE.
Objectives and strategies
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After a company has prepared its plan firm has to made some objectives as well as
strategy to achieve its planned project as well as these subjective will help firm to be successful
in market based upon its external and internal environment strategies are made accordingly(
Papasolomou, 2012). As well as marketing mix help organization in making its strategies
effective. To secure its position in the market EE need to enhance its marketing approach to
retain current customers. The company needs to develop plans so as to increase the number of
satisfied customers.
Segmentation, targeting, & position
Illustration 1: Segmentation, targeting and position
(Source: Segmentation, targeting, & position, 2017)
 Segmentation of any firm, the cases are to be kept in mind that are geographical,
physiological, and behavioral variables are kept in mind during market partition. All
these elements need to be measurable, substantial for the company. To analyze the
behavior of buyer the market is divided into segments as per the characteristics of
similarity. The demographics variables such as income level, age, sociology-economic
status help to segment the consumer market. For the telecoms companies the behavioral
segmentation approach is more appropriate. The attributes such as score of promotion,
retention likelihood etc can be used to analyze sub-segments.
 Next comes targeting means the company needs to know which market is to be targeted
which specific customer is to be retain. In order to target their communication and
offers its services EE needs to select one or few segments .A mutual profitable customer
group is identified by the company.
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 Positing the last comes positing in this ,after doing above both points company need
create mental image of company as what type of product to be offered and with what
different features.
Points need to be kept in mind during market selection are:
Selection of target market is very important for any organization. After such selection the
firm is selecting appropriate market mix . As it is a key element of any marketing strategy which
includes discussion and review the strategy of a firm (Papasolomou, 2012).
Points which are to be kept in mind during segment choice are given below:
 Segment size: Property is to be measured in terms of revenue sales or in units and it is
not enough to measure two factors when entering into market.
 Portion growth rate: In this we consider either part is growing or declining. According
to future outlook we select area.
 Profit margin: We try to determine whether this location will provide higher or low
earning for organization.
 Distribution channels: This factor is considered important for firm as which type of
chain is used to deliver product to end customer as well as to make clear about
intermediaries in transmission of services (Melanthiou, 2012).
Conclusion: EE is recent industry which had covered large area of market through its
telecommunication services. Along with its new features and services company had acquired
large area of market. The current weaknesses of EE related with the brands image can be
encountered with the recommend strategies which will increase the rate of customer retention.
CONCLUSION
This report is all about essential role of marketing in promoting brand name across the
globe to introduce their products at a international market by adopting various effective
strategies. EE Limited is one of the leading companies which is very popular for its qualitative
products over the seas by having their branches in most of the developed countries. The main
motive of this report is to highlight the policies and marketing schemes applied by company to
capture the attention of millions of consumers. Apart from this, it also describes effective role of
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marketing mix to achieve overall objectives of a cited enterprise. In additional an organization
need to prepare catchy plans to estimate overall costing of implementing strategies and tries to
minimize their losses. At last, this report shows various promotional techniques and methods
through which a cited company may launch its creative or innovative goods to maintain their
standard by implementing their goodwill at domestic market as well as foreign marketplace.
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