Principles and Practices of Marketing

Principles and practices
of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is refers to the promotion of goods and services of an organisation in order to
attract the customer's. Firm considers promotion of goods and services for buying and selling
purpose. Marketing includes advertisement, selling and delivering products to the customer's or
other businesses (Aguirre, Hyman and Jones, 2020). It helps firm to increase in sales that leads to
higher profitability. The company's bottom line is to generate sales and marketing helps in to
achieve this goal. The company which is selected for this report is Virgin media. It is British
telecommunication firm that deals in telephone, television, and internet. It was found in March
2006, headquarter situated in Reading, U.K. This report covers topics such as marketing
background of firm and promotional mix of the company. Apart from this it also covers ASDA
method, push and pull strategy for the firm.
TASK 1
Introduction of the company:
Virgin Media is a British company that attached with telecommunications which provides
telephones, internet and media services in the United Kingdom. It was established since 2006,
headquarter of the firm located in Green park in Reading, England. Virgin media has subsidiary
of it since 2013, that is known as Liberty Global Plc, it is an international television and
communication firm. The firm previously listed on the London stock exchange. This firm was
founded by the merger of two companies that are NTL and Telewest in 2006. In November 2006,
the firm Is deals with Sir Richard Branson in reference to licence the Virgin brand for the
combined business. All of two companies services running as a single entity Virgin Media that
name called in February 2007. the firm owns its fibre- optic network in the United Kingdom, this
Fibre not able to reach customers premises, instead of this going to a near by cabinet to provide
s to the cabinet service of a fibre. Till December 2012 it has approx 4.8 million cable customers,
from those customers around 3.7 million are attached with its television services, around 4.2
million with broadband services and with fixed line telephony services the ratio is around 4.1
million. Apart from this in the same date 8it had around 3 million mobile connected customers.
Since the small world cable in 2014, this firm has sole distributor of national cable company in
Great Britain and now a days it covers almost 51% of UK households. This company is
connected in broadband service with Sky, BT group and Talk Talk and in mobile services with
1

EE, O2, Vodafone and Three. As above mentioned firm's origins lie in both Telewest and NTL.
Telewest began in 1984 in name under the “Croydon cable” and after that it was acquired by
Denver in 1988. NTL was established in 1993 in UK able cable market by Barclay Knapp and
George Blumenthal. NTL purchased the ISP Virgin.net in 2004, having joint venture with Virgin
group since it launched in 1996. on 2018, it was announced that Virgin Media would stop its
broadcasting on all UK TV channels over fees and issues its own demanding rights (Chaudhry
and Sharma, 2018).
Background related to Virgin media's marketing:
Virgin limited was established in 2006, from this decade it promote its services by
various sources so that it can attract customers to buy its services. In past time firm used
traditional method of marketing such as it promote its products through radio, TV and
newspapers. Apart from this firm also use personal selling tool for its brand awareness to the
target market in order to achieve greater customer market by words of mouth. As the time passes
this firm was started ton do its marketing via digital platform. This brand known for doing things
in different manner and getting results by providing fun and making time to play for customers.
Brand , marketing and digital promotion forces it that makes his all happen (Chernev, 2020).
As the world converts towards more digital, it will continue to grow firm's capabilities to
stay as sole service provider in the country. The company is planned for obsession with
delivering its services to the world class customer experiences, it it mission of it to engage with
the world and everyone connected with it. In now a days firm do its marketing via social media,
Facebook, twitter etc. Apart from this it also use email, texting and news feeds for remembering
customers about the brand. In digital entertainment, its strategy is to understand what makes its
customers tick and what are their passion point that suits their lifestyle (Fine and Rush, 2018).
As the time is passing it used more digital mechanism to stay connected with customers
in order to fulfil their needs and wants. It also organised carious events and awareness camps so
that more population can know about the brand and facilitate services offered by the company.
Towards its marketing strategy organisation's managers and marketing team works for making
effective campaigns and advertisement strategy for the firm in order to aware and attain
customers base (Samad, 2019). Along with this company is providing various internet services
that also attracts customers to purchase its mobile and broadband services. Marketing strategy
helps company to achieve its business goals and objectives and firm used marketing mix as its
2