Principles and Practices of Marketing

This document provides an overview of the principles and practices of marketing, focusing on the case of EE, a British mobile network and internet service provider. It discusses the background of EE's marketing strategies and explores their promotional mix, including advertising, public relations, sales promotion, events and experiences, personal selling, direct marketing, interactive marketing, and word of mouth marketing.

Principles and Practices of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Background related to marketing strategies of the company......................................................3
Promotional mix of EE................................................................................................................4
CONCLUSION .............................................................................................................................20
REFERENCES .............................................................................................................................21

INTRODUCTION
Marketing principles and practices are defined as multidimensional activities under which
numerous areas are covered for customer marketing. This is associated with numerous activities
such as situational analysis, introduction of marketing strategies and objectives as well. Product
development, STP activities and many more. These are some primal principles that can be used
by businesses in order to enhance their profit and sales such as marketing mix activities of
product, price, place and promotion (Wood, 2016). By the use of these promotional functions
effectiveness and efficacy of marketing strategies can be enhanced. On the other hand marketing
principles and practices are defined as the statement in which prominent path is being created by
the business for attaining proper guidance. This report is related with marketing principles and
practices which are used by EE. EE is a British mobile network and internet service provider. As
of may 2020 the company is holding biggest share in the market and in their industry. EE was
founded in the year of 2010 and headquartered in UK. EE is the no.1 network with superfast 5G
and 4G networks. The company is providing connectivity solution to business such as Wi-Fi
calling facilities, device recycling facilities, EE tv, 4GEE Wi-FI to their customers. EE is offering
their product on competitive prices so as to enhance their market presence and to grab high huge
customers as well (EE UK. 2020). Revenue of EE stands for $480 Million for the year of 2020
and they are operating whole of their operations with 1600 proficient employees those are
dedicated to meet objectives of the company.
MAIN BODY
TASK 1
Background related to marketing strategies of the company
EE is a British mobile network operator company which was founded in the year of 2010.
The company is rendering services related to mobile network and internet to their customer at a
very intense manner and size. EE was formed under a joint venture and in May 2020 EE was
renowned as the largest mobile network service provider which is having customer base of 29.2
million customers. EE is enhancing market size of their customer by rendering competitive
services and using prominent marketing strategies in order to compete with market situation
(Porral and Stanton, 2017). Approaches like advertising, sales promotion has been used by the
company for attaining major objective of enhancing customer base and to dominate overall
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market by making robust position in their industry. For this company is running appropriate
promotional campaign so that they can secure their market position and sustain as well. EE is
known as a valuable organisation which is working to enrich life of their customers by providing
them services through which they can stay connected to each other. The company is rendering
prominent services at competitive prices so as to deal with market competition in an effective
manner and to raise overall standard of society. They are market leader and known for quality of
services along with low prices. EE is working upon the principle of paying less and grabbing
more customers. In the industry of mobile service provider marketing strategies are helpful in
managing the business in most effective manner (Eiseman, 2018).
Promotional mix of EE
EE is working to provide diversified services to their customer by offering them
competitive services along with economical prices. The company was founded in 2010 within a
joint venture headquartered in UK.
Promotional mix is defined as the method which is used the business in order to promote
their business in the market and to get results of their used marketing tactics as well. Promotional
mix is used by EE in order to get assistance over marketing activities and to attract large pool of
customers as well. The marketing consultant of EE is adopting various promotional and
marketing techniques in order to measure business performance and to inhale business
development process. Some of the process which are used by EE are elaborated as under:
2.1 ADVERTISING
Transit advertisement: This is known as the advertisement which is displayed at public
transportation such as trains, buses and many other places. On the other hand these
advertisements are displayed over subways, railway station, airports and other places too. This is
a static advertisement which cannot be in slide format and remains stable.
Retail advertisement: This is known as the advertisement which is displayed at public
places such as stores, malls, shopping centre and many more. This is a wide format of advertising
which is placed at walls and roofs. This creates high level of brand awareness which is helping
their customers to buy services of the company (Hu and et. al., 2019).
The major message spread through advertising by EE is to provide awareness regarding
usage of internet and mobile networking. Brand signal for EE is that they are renowned for their
quality and superiority so at the time of selecting advertising channel EE is focused on showing

quality aspect of their services. Advertising campaign of the company is helping them to meet
their ultimate objectives in lesser period of time. EE is focused in making effectual advertising
which helps the company to grow at an optimal pace in order to deal with their competitors.
2.2 PUBLIC RELATIONS
According to a news published in The Guardian, the strategy adopted by EE is named as
“Aggressive” that means EE is trying to make their customers to stay updated with latest
technology which is coming in the market. On the other hand EE is opting for competitive
pricing in which the company is observing pricing strategy used by their competitor such as
Vodafone in order to make effective relationship with their customers.
EE has released a press issue in which sports viewing services are being launched by
them. This feature enables their customers to inhale game changing experience of augmented
reality and 360 degree experience of match. Reception areas: This is known as the area which is front face of the company. Under this
EE is highly focused on establishing prominent communication with their customers so that
they can stay connected with the company. At reception area of offices of EE the
management team is providing friendly environment to their customers so that to enhance
goodwill in the marketplace (Esoimeme, 2018).
 In external spaces: This is regarded as the space which is existed outside the office area. EE
is using various promotional approaches in order to make prominent relationship with their
customers. These promotional activities are boosting their sales and profitability as well.
Some of the methods which are used by EE are elaborated as under:
Billboards: This method is related with advertising and using print media for the same.
By using this method EE can make prominent relationship with their customers and attract them
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to make buying decisions. This method is treated as the most basic method but yet this is highly
effective in order to meet their objective of placing effective marketing strategies and making
friendly relationship with their customers.
EE is a prominent organisation of UK so the company is pertained with high brand image
as well. In marketplace EE is associated with high quality service and customer belongings so in
their press releases company is promising to improve and manage their service quality. With the
use of public relation EE can make effective relations with their customers so efforts can be
exhibited for retaining them for longer duration.

Figure 2.2
As seen in Figure 2.2, EE is offering special Christmas Deals in which attractive deals are
being provided by EE so as to promote their sales and make high sales. The major offer
introduced by EE is that shoppers can select their own range of monthly smartphone plans and in
lieu of this smartphone accessory will be given to them as a complementary gift. On the other
hand huge discount on tablets and and mobile broadband is being provided in order to boost sales
during festive season.
2.3 SALES PROMOTION
Sales promotions are known as the tools which are used by businesses in order to boost their
sales and attain a positive impact over profitability. Sales promotions are providing reflective
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impact on sales of EE and their market prominence as well. As the company is a service provider
so they are providing additional services and discounted services to their customer in order to
boost their sales. Some of the methods which are used by EE are explained as under:
Discounts: This one of the major tool which is used by EE in order to enhance their sales.
Under this the company is providing their services at discounted rates so as to grab attention of
mass audience and to retain them for longer period of time (Dharanikota, 2017). This method is
helping EE to meet their obligations as well as customer expectations in direct manner.
Flash sales: Flash sales are defined as discounted sales which are held only for a limited
period of time. In this context EE is keeping festival sale in which their services are sold at high
discounted prices. This is advantageous for them in making profit and enhancing customer base
as well (Reeves, 2017).
By using sales promotion tools EE can promotes sales of their offered services to their
target customer. On the other hand these practices are useful for the company in meeting their
objectives in effective manner. Discounts and flash sales are effective tools which are used by EE
in order to amplify their sales and attain higher profits.
Figure 2.3
According to Figure 2.3, EE is trying to pitch more customers by giving additional
rewards over every recharge of plan. Under this on the basis of purchase flash discount coupons
are given to user in order to encourage them for making more sales.
2.4 EVENTS AND EXPERIENCES

EE is highly focused on providing benefits to their society and for this so many CSR
activities are carried out by them. For this EE is trying to minimise carbon wastages to 80%
which is caused by their mobile towers. On the other hand EE has targeted to eliminate their
share in global warming by 2°C and for this they are adopting low carbon vehicles in their fleet
and decreasing carbon intensity within building. Besides this EE is engaged in recycling
activities of phones and household batteries this is treated as CSR movement and helping them to
catch attention of their customers. For community EE is arranging volunteering activities for
their employees in which digital skills are improvised. Similarly EE is managing long-standing
relationship with UNICEF and by this EE is contributing for wellness of their society. These
steps taken by EE are leading them to path of attainment of their marketing objectives (OUR
COMMUNITIES. 2020).
Figure 2.4
According to Figure 2.4, this is shown that EE is an active member of UNICEF in which
the company is contributing for well being of society in optimal manner.
2.5 PERSONAL SELLING
Personal selling is defined as selling of any product and service by using face to face channel
of communication. In the context of EE they are a service provider so sales personnel of the
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company is required to pitch their customer so that to persuade them for buying process. Under
this aspect sales person of EE are strongly focused on executing direct communication with
customer so that any problem faced or felt by customer can be solved at prompt manner. There
are various events which are being sponsored by EE in order to grab customer attention and their
retention as well.
Personal selling is assisting EE in meeting targets of the company and pitching higher
customers. As the company is a service provider so personal selling is one of the major tool
which is being used by them in order to promote sales.
Figure 2.5
According to Figure 2.5, EE is keeping distinct portfolio of their loyal customers in
which personal mails and messages are being sent to customer in order to pitch them and provide
them additional offers to retain them for longer time.
2.6 DIRECT MARKETING
Direct marketing are known as the method which are used by businesses in communicating
offer to their customer by using direct channels and eliminating any role of mediators. In the
context of EE the company is using email marketing in order to convey offers to their customer
so that they can manage portfolio of their customer in prominent manner. On the other hand the
company is engaged in providing newsletter to the customer in which whole brief of activities
performed by them during the year has been added so that to maintain transparency with their
customers. These movements of EE are eliminating any sort of barriers in connecting with their
customer so as to enhance trust of their customer in company.
With the help of direct marketing EE is establishing direct communication with their
customers so as to provide them customised services. Similarly EE is trying to meet their

objectives in such a manner that positive results can be drawn from executed activities (More
reasons to choose EE. 2020).
2.7 INTERACTIVE MARKETING
Interactive marketing is defined as event driven marketing in which various initiatives are
taken by the organisation in order to trigger customer in direct manner. In this customer
preferences are examined and then campaign based marketing efforts are arranged by the
company. In the context of EE they are focused on putting additional efforts on interactive
marketing so as to recognise needs and inclination of their customer in proficient manner and
place their services accordingly (Hackley and Hackley, 2017). Under this various quizzes and
polls are organised by EE so as to know perception of their customer and accordingly modify
their services.
This marketing is based on event activities which helps the company in making
prominent interactions with their customers by which needs and demands of them can be
understood by marketer in effective manner. Besides this these activities are helping
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2.8 WORD OF MOUTH MARKETING
This is related with marketing activities which takes place by customer in which they share
their positive experience regarding product or services which is being used by them to their
friends or known. This is regarded as effective marketing strategies as customers are prone to
believe persons belongings to them. In this context EE is emphasised on providing remarkable
experience to their customer so that to enhance probability of mouth publicity. This enables them
to grab attention of mass audience and enhance their customer portfolio over service quality.
Service company such as EE is facing high impact of word of mouth marketing in which
customer can be pitched by them without making any additional efforts on marketing. This is
helpful for EE in attaining prominent position in the market.
Figure 2.8
According to Figure 2.8, EE is highly emphasised on publicity based on word of mouth
in which YouTube Influencers are used by them so as to provide real opinion regarding their
services and to pitch more customer as well.
2.9 SOCIAL MEDIA MARKETING

Figure 2.9
As mentioned in Figure 2.9, EE posted on their social media account that they will have
an event in their Bicester Shop in which Amazon Echo Dot is to be given as a give away gift. On
the other side EE is trying to promote iPhone 12 by merging their plans in it and posting the
same on their social media channels. By these efforts EE is making higher efforts to encourage
sales and marketing activities.
Social media is a platform in which huge populations are interconnected through websites
and other blogs. In current time social media is having power to draw and grab high attention of
public. For this EE is using various social media influencer in order to promote their services on
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social media platform so that to boost sales and market prominence. These methods are helpful
for EE in reinforcing their brand in marketplace which may provide positive implications on
brand identity in marketplace.
Social media marketing is one of the emerging tool which can be used by EE for the
major purpose of providing position to their product in market. This tool is associated with
advertising product or services on online platform using social media as channel. This marketing
tool is highly beneficial for EE to attract all the segment of population and make them ware
regarding services and product offered.
Figure 2.9.1
According to Figure 2.9.1, EE is having strong presence over social media platform. This
enables the company to communicate with their customer in direct manner and convey all those
offers which are proposed by them.

1.0 AIDA
1.1 Definition of model
This model stands for attention, interest, desire and action. The model has been used by
marketing department for advertising of product and services of EE. As various customers know
about brand due to advertising. For such purpose only AIDA model has been used in order to
make advertisement that engages customers. The principal has been found by Elisa st. Lewis in
1880s which become length of sales and advertisement. It is very important part that has been
making advertising an important part used as exclusive marketing approach. This model has
been used by the company to motivate the customers to take a right decision and purchase the
clothes of the EE.
(Source: The AIDA model, 2019)
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1.2 HOW COMPANY APPLIES AIDA MODEL
This picture shows that how the model is applied in the organization EE. This has helped
in spreading awareness, save interest and attain desire results. Further they have been explained
as follows:
Awareness:This is related to the factors through which an organization has been spreading
awareness in market over product and services offered to customers.
Interest: It is the factor through which interest has been generated that encourage the
buyer by which they start purchasing the product and services of others.
Desire: It is an emotional connection that has been generated in between the customers
and the EE. It shows whether the customer like or want the product or get attracted towards the
products that is offered by the company.

Action: It attracts the buyer to interact with the EE and with that take the next step as by
joining the newsletter, making the phone call, engaging in the live chats and many more.
1.3 EVALUATION OF EFFECTIVENESS
It has to be used by EE to know about the customers and providing accuracy in
information of customers through which attraction is build over EE. As the formation of
awareness organization has been spreading information for organization which makes it
connected to more and more people. This has also helped in expansion of business over large
scale. EE is going to develop interest in people upon circumstances for making more
information to be acknowledged. Also makes formation of large customers base possible with
market share. It makes reflection over services that is being provided by the organization to make
betterment of society.
2.0 PUSH AND PULL STRATEGIES
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o2.1 DEFINITION OF MODEL
Within these strategies origination has been using is logistic and supply chain
management through marketing strategies. These are making promotional activities which is
being used by EE for targeting market. Push is the strategies which has been helping an
organization to push its product and services over spreading awareness to various customers. Pull
is the strategy that can be used by an organization by which customer come to EE and makes
purchases increase.
( Source: Push and pull marketing strategies, 2017)
2.2 HOW COMPANY APPLIES THIS MODEL
Very basic idea over push and pull strategies is for making promotion of product in
market possible. This increases efficiency over strategies that makes establishment through loyal
following from customer to consumer.
Push strategies has to be made and required to be followed by EE is focused over gaining
more advantages from market that enhances services. In this procedure various requirement has
to be fulfilled by EE through satisfying needs and organizations demand. Strategies applied over
various stages in an organization is to gain trust and faith of customers. The direct flow between
EE and its customers.

2.3 EVALUATION OF EFFECTIVENESS
As using of Pull strategies EE has been implied over various kinds of strategies which makes
customer themselves to be closed with EE and helps in binding loyalty of customers in an
organization. For such purpose EE has been providing best quality services and products which
has to be made liable over prices through attracting and making large customer base. This has
been reflecting relationship of customers and makes bond with increase in loyalty form both
parts. There are various advantages which has been gained by EE over forming strategies as
manufacturing has been making collection of distributors for making product and services to be
promoted in proper manner. It create more potential in the business that further creates more
balanced environment within the retail business..
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Both the strategies as AIDA and push and pull strategies used by EE to promote their
business even more as they are working in different countries thus they get the wider
acceptability by using these strategies within there business.
Assessment criteria: Such theories has been helping in applicability of various strategies
for gaining high competitive edge. As form such theories EE has been getting known over
various factors which makes direction and influence over performance of an organization. That
is why EE has to use AIDA with push strategies that has been creating awareness and helps in
spreading interest by which an organization has been making loyal customers which makes
customers base to increase within wider time period. EE has been performing various kinds of
countries and advantage is required to be important to know emerging trends in society. These
theories has been helping for attracting EE various measures has to be taken for satisying
customers by fulfilling there demands. Thus it furthermore, helps the EE to manager their work
and enhances their acceptability in the market.
Key performance indicator: This has been indicating through EE and has been
performing through setting standards for making themselves efficient in having of goals and
objectives to be achieved in effective way. It is used by EE for enhancing and evaluating success
by making sure that various strategies to help inn achieving target.
CONCLUSION
Form the above discussion it can be concluded that marketing strategies is one of the
most important factor of an organization and has helped in achieving competitive edge within
market. It also helps in gaining sustainability with growth and development of an organization. It
is considered to be one the most important part of a business. This is achieved by applying
various kinds of business strategies existing in an organization like EE to make profit. Lot of
theories has been used to make sure that advantage is gained that helps in covering of wider area
in market.

REFERENCES
Books and journals
Antczak, A. and Sypniewska, B.A., 2017. Personal Selling in the Service Sector as One
Marketing Promotional Tool. In Cross-Cultural Personal Selling (pp. 35-56). Palgrave
Macmillan, Cham.
Dharanikota, S., 2017. Understanding the basics of Transformation in Telecom Industry. DTS
Magazine Q, 2, p.2017.
Eiseman, D., 2018. Marketing Sustainable Tourism: Principles and Practice. In Tourism Planning
and Destination Marketing. Emerald Publishing Limited.
Esoimeme, E.E., 2018. A comparative analysis of the prepaid card laws/regulations in Nigeria,
the UK, the USA and India. Journal of Money Laundering Control.
Fan and et. al.., 2019. Push and pull search for solving constrained multi-objective optimization
problems. Swarm and evolutionary computation, 44, pp.665-679.
Hackley, C. and Hackley, R.A., 2017. Advertising and promotion. Sage.
Hu and et. al.., 2019. SE and EE Optimization for Cognitive UAV Network Based on Location
Information. IEEE Access, 7, pp.162115-162126.
Pashootanizadeh, M. and Khalilian, S., 2018. Application of the AIDA model. Information and
Learning Science.
Porral, C.C. and Stanton, J.L., 2017. Principles of marketing. ESIC Editorial.
Reeves, R., 2017. Reality in advertising. Lulu. Com.
Vardon, M., Burnett, P. and Dovers, S., 2016. The accounting push and the policy pull: balancing
environment and economic decisions. Ecological Economics, 124, pp.145-152.
Wood, M., 2016. Social marketing for social change. Social Marketing Quarterly. 22(2). pp.107-
118.
Online
More reasons to choose EE. 2020 [online], Available through <https://ee.co.uk/why-ee>
OUR COMMUNITIES. 2020 [online], Available through
<https://ee.co.uk/our-company/corporate-responsibility/being-responsible/our-communities>
OUR ENVIRONMENT. 2020 [online], Available through
<https://ee.co.uk/our-company/corporate-responsibility/being-responsible/the-environment>
EE UK. 2020 [online], Available through<https://ee.co.uk/>
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