Extending Marketing Mix of EE & Three Mobile

Marketing Essentials

Contents
Task 1...............................................................................................................................................3
Task 2a...........................................................................................................................................14
Extending marketing mix of EE & Three mobile..........................................................................14
Conclusion.....................................................................................................................................19
Task 2b...........................................................................................................................................19
Executive Summary.......................................................................................................................19
Company overview........................................................................................................................21
External Environment Analysis ....................................................................................................21
SWOT Analysis.............................................................................................................................23
Marketing Objectives and Planned Strategies...............................................................................25
Segmentation, Targeting & Positioning (STP)..............................................................................27
Marketing tactics............................................................................................................................27
Financial Budget............................................................................................................................28
Tactics............................................................................................................................................29
Conclusion.....................................................................................................................................29
Reference.......................................................................................................................................30

Task 1
Slide 1
MARKETING ESSENTIALS

Slide 2
WHAT IS MARKETING ?
Ac cording to Americ an Marketing Assoc iation(2013), Marketing is the ac tivity,
set of institutions, and exc hanging offerings that have for c ustomers, c lients,
partners, and soc iety at large.
What is marketed?
Acc ording to P. Kotler, things could be marketed are- Goods,
Servic es, Plac es, Experiences, Events, Persons, Properties,
Information, Organisations, Ideas.
Speaker Notes:
Marketing plays an important role in the growth of a company. It is important for every
organization to get its product or services well marketed. It is the activity where the
customers are approached in such a way that they end up purchasing the product or they
become potential customer for the company. According to the definition proposed by
Philip Kotler, there are various things that can be marketed such as, goods, services,
places, experiences, events, person, properties, information, organisation and ideas.

Slide 3
MARKETING TRENDS
Current trends:
• Discount in services.
• Customer Wearables gadgets
• Storytelling Branding
• Customer’s data mining
• Social media marketing
• Marketing through mobile devices.
Future Trends:
• Building brand community
• Marketing customer and expert reviews
• Attractive designing, lucrative commercials.
• Sports clubs
• Behavioral and psychographic data mining
Speaker Notes:
The marketing strategies are made by the companies considering the market strategies of the
competitors. Therefore, current marketing trends going in the telecommunication market are:
 Giving discounts on services to the customers. EE ltd. Can give discount on current data
plan, special recharge plans etc. It helps to attract the customer.
 Various customer wearable gadgets can be provided by EE ltd. With the handsets being
offered by the company.
 Storytelling branding is when the product is branded linking with a story to it, it makes
the viewer take interest in the advertisement.
 Customer's data mining is when potential customers are approached rather than tapping
the whole market.
 Tapping the customers on social media platform.

Various future trends can be such as building a branding community, tapping the
customers by taking experts comment on marketing, using attractive and lucrative design for
marketing, making sports club for the customers of EE ltd. and mining the data based on
behaviour and psycho graph of the potential customer.

Slide 4
MARKETING PROC ESS
Marketing proc ess is the total outline of the marketing operation.
It c an be divided in four sec tions. They are-
• Analysing Market opportunities
• Developing Marketing strategy
• Developing marketing Mix
• Implementing strategies and marketing mix & give feedback
Marketing Processes
Analyzing Market Opportunities: The initial constituent of a marketing process is to analyse
the market with the intention of finding openings. These openings refers to the needs of the
customers which are not fulfilled by the prevailing products or services. On the other hand,
companies have to study the other competitors to assess the probability of doing good in the
market.
Developing Marketing strategy: This phase of marketing process discusses the selection of the
target market. After examining the market companies carefully analyze and choose the final
customers. In this regard companies follow certain steps like-
• Market Segmentation: According to Business Dictionary, The process of defining and
subdividing a large homogeneous market into clearly identifiable segments having similar
needs, wants, or demand characteristics. Its objective is to design a marketing mix that
precisely matches the expectations of customers in the targeted segment.
The four basic market segmentation-strategies are based on behavioral, demographic,
psycho graphic, and geographical differences.

• Market Targeting: According to Smart insights (2013), the list below refers to what’s
needed to evaluate the potential and commercial attractiveness of each segment.
• Criteria Size: The market must be large enough to justify segmenting. If the market
is small, it may make it smaller.
• Difference: Measurable differences must exist between segments.
• Money: Anticipated profits must exceed the costs of additional marketing plans and
other changes.
• Accessible: Each segment must be accessible to your team and the segment must be
able to receive your marketing messages
• Focus on different benefits: Different segments must need different benefits.
• Market Positioning: A positioning strategy is a thoughtful branding plan or process that
functions on the representative levels of consumer consciousness, where meanings and
associations really hold weight. A market positioning strategy is assembled on business data
and seeks to compose the exact chain of words to balance concepts of differentiation,
distinction, and comparison in a integrated brand-narrative.
Developing Marketing Mix: After developing the marketing strategy of a company, this step of
process initiate the marketing mix. Marketing mix is composed of variables of market that is
mixed by company with the purpose of generating preferred response in the targeted sectors.
Marketing mix is composed of the following four P’s-
• Product: It refers to the of the customer’s need.
• Price: Setting price sensibly with respect to the customer behavior is essential for
the company.
• Place: This step of mix refers to the availability of the product. And decides that
where the customers will purchase the product
• Promotion: Branding, campaigning and communication is the primary concern of
this phase of marketing mix.
Implementing strategies and marketing mix & give feedback:
• Implement the marketing strategies and marketing mix.