Promotional Strategies in Telecom Sector of EE

Principles and Practices of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...........................................................................................................................................3
Task 2...............................................................................................................................................9
Application of Promotional Theories..........................................................................................9
Evaluation of effectiveness on financial and social outcome of EE..........................................14
CONCLUSION..............................................................................................................................15
REFERENCES................................................................................................................................1

INTRODUCTION
This case study aims at the marketing strategy in telecom sector of EE , a UK telecom company
founded in 2010 and a leading British mobile network provider and internet service provider. It
is among the first telecom to launch 4G in mobile handset. The promotional strategies viz.
Customer touchpoints, external spaces,digital platforms and through third parties aim to connect
with UK customers to promote the brand and generate revenues with cost optimization. The use
of theories which have been implemented as promotional tactics by EE and its outcomes on the
growth achieved by the company have been highlighted. The financial and social media
outcomes using the marketing strategies have been discussed.
Company background
EE is a mobile operator based in UK and also an internet service provider. This is a brand within
BT Group. The company was founded in April 2010 and has become the largest mobile network
operator with 27.5 million subscribers speaking of October,2020. The network reaches to more
than 99% of the UK population. EE owns and operates 2G, 3G, 4G mobile phone networks in the
UK and has around 700 retail outlets across the nation.
Task 1
Promotional Activities that occurs in EE -
Customer Facing Touchpoints – Customer Facing Touchpoint is interaction of prospective
customer with the brand while purchasing something from the brand. In general terms, it is the
point of interaction between brand and the customer (Ju, 2018). EE identifies every the
touchpoints so that it can influence customer to buy its product. Interaction with the product can
be during purchase, pre purchase and Post purchase. Identifying such key touch points in order to
retain customers and bring back to its brand is crucial. EE focuses on its promotional activities
through the help of customer facing touchpoints through three stages -
Pre-Purchase -
All the interaction that EE has with the customer before selling it services. EE having the largest
market share in UK identifies the various pre-purchase touchpoints such as social media, online
advertisement, store, office, company events, referral etc. EE uses social media in order to target

young generation in cost effective way. People these days are more alert on the internet so to
advertise itself company chooses online platform as Google Ads, digital marketing content. EE
marketing team identifies company events as the touchpoint as it the chance where business
leaders connects and discover strategies which can help EE to grow more.
During Purchase -
While selling its services, EE keeps its customer representative team ready, so that customers can
have face to face conversation and any queries regarding product can be solved at immediate
moment (Waqas and et.al., 2020). Reviews related to the company and its services are shown on
Google and its own website whenever any person visits. It accumulates the feedbacks of the
customers using its services to gain more customers. Point of Sale is the key and the last point of
interaction between customers and company, EE's sales representatives by giving each and every
detail of its services are able to influence customer to take their service.
Post-Purchase -
This is the point when the customers interact after the sales happen. EE builds customer rapport
by providing them thanks message for providing their product through emails and messages.
Company also collects feedback after the customer use their service that help them to know their
area of improvement and can advertise through it. Some customers have additional needs, to