Social Marketing and Electricity Consumption

This assignment delves into the crucial role of social marketing in effectively managing electricity consumption. It examines various studies and research that demonstrate the successful implementation of social marketing principles within interventions aimed at promoting responsible energy usage. The document provides insights into how marketing strategies can be adapted and applied to influence consumer behavior towards more sustainable electricity consumption patterns.

Principle and
Practices of
Marketing
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TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
Objective......................................................................................................................................3
Forecast........................................................................................................................................4
Alternative plan............................................................................................................................4
Budget method for marketing promotion....................................................................................5
Differentiate market strategy.......................................................................................................6
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13
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INTRODUCTION
The present study show principle and practices of marketing. Thus, it is essential in any
type of business for growing their sale. Marketing principle play vital role in today's market
because every organisation required be market leader (Atwong, 2015). Therefore, it is essentially
required. Thus, any of the product company Launce than fist focus on the consumer interest and
market requirement along with assume about the product. This report show about business
consultant Ltd. Company Which gives advice about business strategy. Thus, this study contain
how to marketing plan choose by company for raise their brand value (Blankson, Paswan . and
Guzman, 2011.). Therefore, in this going to present objective, forecasting, alternative plan,
budget, action plan. Hence, this report show sufficient understanding about marketing principle.
Objective
Marketing main objective to achieve consumer satisfaction within area where it conducts.
Thus, it is like promoting activity which main objective to reach end of consumer within target
time frame. In other word, it is the organisation objective so whole of company target to achieve
with in time (Cuddihy and Waugh, 2015). Therefore, business consultant Ltd. Using marketing
plan for increases their brand awareness before end consumer which is only possible by decided
clear objective with In organisation as well as outside enterprise area.
Thus, the marketing objective is a tool:
 To promote features of “Hire4U” for better awareness in market
 To enhance market share by 10 % by the end of year 2017
 To improve relationship with corporate clients
 To advance brand image in the market
 To boost web presence by the end of year 2016
 To expand business in different geographical areas of UK.
 To Expand consumer within one year by 10% that raise sale of product.
 To more effective usage of resources.
Hence, achievement of goal possible only on execution of planning at right way
otherwise it takes null affective (Khajeh, Dabestani and Fathi, 2015). So organisation ought to
proper planning and prepare strategy as per.
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Forecast
It is future assumption of happening within the scope of objective decided. Thus, it is
analysis of market within scope of characteristics and trend in target market. Thus, business
consultant company using forecasting for actual assumption of market by past trend. It is
necessary because of it present actual situation and ability of company.
The forecasting technique possible by quantitative method such seeking expert advice.
Thus, BCL focuses on integrated marketing plan for assuming better future planning (Kubacki
and et.al., 2015). So implication of the marketing plan is obtained a clear direction how to get
and keep consumer and become better at using strategy to build brand awareness.
It helps to take advantages of new opportunities for the business by identifying new
consumer. It is because of it is main objective to provide service easier.
Alternative plan
It is alternative method to use when objective of company not get respond as per planning
or assumption. Thus, BCL using this strategy for operate their business in adverse situation. It is
necessary because of changes of external factor which is not of company thus, company fight
that situation by using this method of strategy.
Therefore, company using it if any of adverse situation arise where objective of company
become fail or not execute proper way than company using another objective which appliance
gives benefits to company in adverse situation.
 Expert team - Then company hire expert team who identified the key factor of drawback.
This team evaluate drawback by given data and deep study of pinpoint area in set plan.
 Consumer feedback – Company should check consumer feedback by identification of
drawback in service (Logman, 2011). It is because of every company success depend on
the consumer satisfaction thus, it is necessary to identified that consumer through about
product and service which company serve.
 Past factor – If any of strategy fail than company should check the past data where
company applied factor which cause to gives to success (McDonald, 2009). Thus,
organization should check through expert team to know drawback arise in given plan.
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Budget method for marketing promotion Percentage method – This type of budget is set on the basis of percentage basis. So it is
easy to understand by every one. Company identified their sale by percentage growth.
This percentage derive from company past growth and industry standards (Meredith,
2016). Therefore, company target their sale on the basis of percentage growth from the
past to present. Hence, consultant company have to set their budget as according to trend
of percentage method. Goal and task method – This type of method use to identified and determined the goal
and task which essential for achieving goal. Thus, consultant company using this method
to determined the goal and set task which is required for achievement. Based on the competitor – In this company evaluate their strategy and method with their
competitor performance (Morgan, 2015). Thus, in this enterprise does not have their own
goal. Therefore, organization determined their success on the basis of competitor
performance. Hence, it is not suitable for business consultant ltd. Zero method – This type of method involves keeping the marketing investment as close
to zero as possible. Market share method – This type of method set their budgeting strategy on the basis of
external market trends (Nguyen and Nguyen, 2011). In this method company equate its
market share with its advertising expenditure. Unit sales method – In this method business calculate total advertising value which
divided by number of unit which set by the target (Parker, Roper and Medway, 2015)
This method is not useful for the consultant company. Affordable method – Company set their on the basis of afford of company. It is because
company faces many of problem by internal and external factor and on the basis of the
past trend organization set their target (Pike, 2016). Therefore, this method is suit for
consultant company for provide their service in UK market but it gets less effective.
However, company can be successful on this method basis. Discount method – This is the strategy on which company enter in new market by
providing discount or charge less price from their competitor. It is goods strategy but it is
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restricted by competitor act (Raffin, Henley and Caemmerer, 2011). So it is not applied
by consultant company.
 Selecting media – In UK, company have many of option to choose media for promote
their product so company should use appropriate method as per the best return. If it is
link with the consultant company than it is identified that Hire4u need local media
advertising.
Hence, in this company will use competitor method, where it selects their strategy and
planning as according to their competitor. Thus, consultant company identified their weakness
and strength as according their competitor (Hacioglu, and Gök, 2010). Therefore, at the time of
entered in UK market, it is easy to understand successful strategy in that market and consumer
preference thus, it saves the cost of market research cost etc.
Differentiate market strategy
In competitor environment, every business show itself differentiate from other business
thus, organisation try gives their best try to use differentiate strategy. It contains differentiate
marketing plan for each. It is because it succeeds to attract more consumer than normal
marketing planning but it high of charge. It is needed in today's market because of large of
competitor.
Many of the company using this strategy by best appropriate choosing segment. Thus,
company using the new approaches for sale their product and service as per the market
requirement and attract more consumer (Rudolph and et. al., 2010).
Company using following of strategy for taking the competitor advantages
 Company choosing differentiate plan from their competitor
 Modified or adding some more feature in the product.
 Introduce new product as per the market requirement.
 Choosing segment for raise sale.
 Using new technology for reduce the cost of product.
 Identification of the attractive advertising technique which helps to attract more
consumer.
Some advantages' giver as follows by differentiate marketing strategy
 Evaluate competitor methodically.
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 Create mutual benefits
 Perform in-depth market evaluation
 Allocate resources effectively
 Raise profit
 Design appropriate marketing strategy
 Competitor advantages
The selection of product is Hire4u which deals in hiring of human resources and after
providing training serves to required company. However, it is server man power to other
company thus it going to introduce in UK market that is good decision for it. Therefore,
expansion of business increases responsibility as well as it generate new problem like consumer
requirement, law etc. so consultant company have to prepare their strategy before entering in that
market.
Business consultant Ltd may use media market strategy because of it is help to present
service before consumer in different style (Sealey and Jay, 2012). It is the best way to
introduction of their product.
Thus, should followed the marketing strategy process for the new market.
 Market research – Company introduce their product in new market than it is must
necessary that company have to conduct the marketing research first because of it is
important to know the new market need and want along with identified competitor
influence in that market.
 Mission – It is second step by setting the mission by company. In this company set their
mission set on the basis of the market research and competitor influence. In this company
set their target for search long-term consumer.
 Situation analysis – Business consultant ltd using a situation analysis where company
identified strength, weakness, opportunities and treats (Sheth, and Sisodia, 2015). This
aware to manager from availability of resources.
 Objective – In this step company set their own objective which decided on the basis of
company ability. Thus, in this set clear, measurable goal which is achieved in specified
time period.
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 Strategy and evaluation – In this step company decided put their strategy in set goal and
this company use promotional activity for introduce before consumer. And at the
specified time period evaluate this set strategy thus, if any of the drawback identified than
remove or modified it as accordingly (Winston, 2012).
Marketing mix
 People – It included person who play front line of the business or their role is essential in
business because of this type of person decided and applied the marketing strategy. It is
because of people play vital role in any of the marketing strategy (Atwong, 2015). At the
time of preparation of the marketing planning it is serve to people thus, they contribute
their role to become successful strategy. It is two type internal and external. All their
strategy become successful if people of the marketing research work as accordingly
otherwise it affects null. Company also suffer loss or failure of their strategy if people not
do their duty as according to the task given than also strategy will not be success even
other marketing strategy followed good.
 Physical evidence – In the today market it is necessary in many of the business for
maintain the trust. In this company provide physical evidence to their consumer as giving
assurance to obliged from their duty which decided earlier (BlanksonC., Paswan and
Guzman, 2011). It s main objective is to maintain trust with consumer thus, they not thing
that any of product charge high price or not genuine produce. Therefore, the business
consultant company, gives physical evidence at the time to providing human resources to
their Clint. In that state that human resource is well trained and trusted, thus any of the
occurrence arise than business consultant company will be liable. Hence, it maintains
trust befog their Clint. So it is necessary in today's market.
 Process – It is balance between customization and standardization, the business, this is
the process which required to provide service to their consumer otherwise it is not
possible to maintain the relationship with consumer for long-time period (Cuddihy and
Waugh, 2015). It is ensured that the same level of service serve to their consumer as
possible. This is possible provided the unique experience to their consumer. Therefore,
the main object of the process is to provide the best service to their consumer without
bias behaviour. Hence, in link with business consultant ltd. Human resources must
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provided to their consumer without bias behaviour that's means they have to provide
human resources with conduct smilier test. This is not been delivered to as according to
group or anything it because of better experience of their consumer.
Promotional Activity Objectives Timing of the
activity
Person responsible
Local media Increases sale 60 second per day for
1 year
Local media agency
Direct relationship Raise consumer Daily for 6 months Local manger
Newspaper Brand awareness Every Sunday for 3
months
Newspaper agency
Discount offer Raise sale One time in year manager
Poster adv Good image in mind
of consumer
365 days Promotional agency
Internet marking Raise in youth
consumer
permanent agency
Message Attraction of
consumer
365 days Hire agency
Telemarketing Attract target
consumer
Permanent Hire agency
Publicity Sale raising Once in 10 days Promotional agency
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Consumer referral
incentive program
Raise number of
consumer
Every time manager
Branded promotional
gifts Increases profitability Special occasion manager
Consumer survey Improve quality Any time Local agency
 Local media – In this business consultant company used to preset their service before the
local type of consumer because of it is essential. The main purpose of this marketing
strategy is to increase sale thus, company contract with local media company for one year
which broadcast 60 second daily for one year.
 Direct relationship – In this company maintain direct relation with their consumer for sale
their product as accordingly their strategy. The main purpose of this market strategy is to
raise sale. Thus, responsibility gives to local manager.
 Newspaper – the business consultant company using newspaper marketing for increase
their brand awareness before consumer (Kubacki and et.al., 2015). Thus, more consumer
attract form this strategy therefore, the organisation contract with newspaper agency.
 Discount offer – company provide discount offer to their consumer at once in a year. This
is maintained by manager or calculation of discount offer which gives more profit are
decided by manager.
 Poster advertising – This is also attractive way to adversing. In this company stick their
poster in public place. The main purpose of the advertisement is to raise consumer for
their train human resources. Therefore, company contract with promotional agency for
one year.
 Messaging – the main purpose of this marketing is attracted more consumer. In this
company send direct message to consumer about their product and services. Therefore,
company using various way like mail, text, whats app etc. thus, company hiring a agency
for perform this type of activity.
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 Internet marketing – The main purpose of this type of marketing is raise in number of
youth entrepreneur consumer (Logman, 2011). This is possible by advertisement by
social medial etc., thus, company hire a promotional agency for 365 day which advertise
daily basis.
 Telemarketing – In this marketing, company made direct relation with consumer and sell
their product with direct connection. This activity conducts by company permanently and
this activity done by hire agency on behalf of company. Therefore, it main object to
maintain contact with target consumer.
 Publicity – This type of activity conduct by company for raise their sale. Thus,
organisation hire promotional agency.
 Consumer referral incentive program – In this company issue any of the referral card add
point on the basis of total turnover. This is conduct by manger as per the requirement.
Thus, main purpose of this strategy is to raise in number of consumer.
 Branded promotional gifts – In this company gives gift to their permanent consumer
because of maintain long term relationship. Thus, this activity is conduct at occasion
time. Therefore, main objective is to raise in number of consumer. Thus, the whole
strategy decided by manger of company.
 Consumer survey – This is essential for know the brand value in mind of consumer.
Thus, any of the problem faces by the consumer than it is process of identified drawback
arise in the services (McDonald, 2009). Thus, company hire local agency for conduct
time to time survey.
CONCLUSION
The conclusion of above study shows that marketing of the Hire4u service provided by
business consultant Ltd. Thus, this report contain all the requirement factor which must need for
Business consultant company for taking staying in that market. Therefore, the study included
which of strategy should adopted by the company for being successful in UK market. Suggestion
provided to company that it should use competitor strategy because it is easy to identification of
the that market strategy and consumer preference as accordingly. In addition, contain action plan
should take to business consultant company. Thus, this study enough to understand that
marketing planning should adapt to business consultant LTD.
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REFERENCES
Books and journals
Atwong, C. T., 2015. A social media practicum: An action-learning approach to social media
marketing and analytics. Marketing Education Review. 25(1). pp.27-31.
Blankson, C., Paswan, A. and Guzman, F., 2011. Relationalism in marketing channels and
marketing strategy. European Journal of Marketing. 45(3). pp.311 – 333.
Cuddihy, L. and Waugh, A., 2015. Bonding for Brilliant Babies: promoting infant mental health
through social marketing: Lynn Cuddihy and Anna Waugh report on a project to improve
teenage mothers’ knowledge and encourage behaviour change by involving them in the
development of a leaflet. Primary Health Care. 25(4). pp.24-28.
Khajeh, E., Dabestani, R. and Fathi, S., 2015. The role of upstream and downstream social
marketing in electricity consumption management. International Journal of Business
Innovation and Research. 9(3). pp.311-328.
Kubacki, K. and et.al., 2015. A systematic review assessing the extent of social marketing
principle use in interventions targeting children (2000-2014). Young Consumers. 16(2).
pp.141-158.
Logman, L., 2011. Realism versus simplicity in strategic marketing planning: the impact of
temporality. Marketing Intelligence & Planning. 29(7). pp.662 – 671.
McDonald, M., 2009. Marketing Plans: How to Prepare Them, how to Use Them. Elsevier.
Meredith, L., 2016. Multiple marketing plans: an analytical template. Journal of Business &
Industrial Marketing. 31(4). pp.5–7.
Morgan, M. J., 2015. Food Festivals, Food Marketing and the Re-invention of a Rural
Community. The Journal of New Business Ideas & Trends. 13(2). pp.57.
Nguyen, T. and Nguyen, T., 2011. Firm‐specific marketing capital and job satisfaction of
marketers: Evidence from Vietnam. The Learning Organization. 18(3). pp.251 – 263.
Parker, C., Roper, S. and Medway, D., 2015. Back to basics in the marketing of place: the impact
of litter upon place attitudes. Journal of Marketing Management. 31(9-10). pp.1090-1112.
Pike, S., 2016. Destination Marketing: Essentials. Routledge.
Raffin, S., Henley, N. and Caemmerer, B., 2011. The application of marketing principles to a
social marketing campaign. Marketing Intelligence & Planning. 29(7). pp.697 –
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706.Hacioglu, G. and Gök, O., 2010. The organizational roles of marketing and marketing
managers. Marketing Intelligence & Planning. 28(3). pp.291 – 309.
Rudolph, P. and et. al., 2010. Key issues in marketing education: the marketing educators' view.
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Marketing Plan Handbook. Brightstar Media, Incorporated.
Sealey, J. and Jay, R., 2012. Marketing Plans In A Week: How To Write A Marketing Plan In
Seven Simple Steps. Hachette UK.
Sheth, J. N. and Sisodia, R. S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Winston, W., 2012. How To Write a Marketing Plan for Health Care Organizations. Routledge.
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