Marketing Strategies and Consumer Behavior

This assignment delves into the realm of marketing strategies and their influence on consumer behavior. It examines various marketing mix elements, explores the impact of social media marketing, and discusses essential concepts like green marketing and digital recruiting. The analysis draws upon relevant case studies and research to demonstrate how effective marketing strategies can drive business success in today's dynamic market.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
TASK 2 a.........................................................................................................................................8
TASK 2b .......................................................................................................................................12
Executive summary;..................................................................................................................13
Company overview;..................................................................................................................13
Current marketing situational analysis;.....................................................................................14
Internal analysis;.......................................................................................................................14
External analysis;......................................................................................................................15
SWOT analysis;........................................................................................................................16
Objectives;.................................................................................................................................17
Strategies;..................................................................................................................................17
Segmentation, Targeting and positioning;................................................................................17
Tactics and actions;...................................................................................................................18
Budget;......................................................................................................................................18
Control;.....................................................................................................................................18
Conclusion;...............................................................................................................................18
CONCLUSION..............................................................................................................................18
REFERENCES .............................................................................................................................20

INTRODUCTION
Marketing plays a very important role to place the products and services at the target
audience more effectively by attract them through various marketing strategies(Hoványi, 2013).
In the competitive marketing environment, the role of marketing-mix strategy is help them to
grow and expand business at the local, global as well as international level. Therefore, by
adopting this strategy the mobile industry develop innovate or unique products by adding more
valuable services so, the customers are highly satisfy. For this, sales will also increase and give
the firm to create brand image in the minds of its clients by target potential market. Along with
this, the organisation also conduct marketing research by various primary and secondary source
such as questionnaire, conduct interview, Journals, Newspapers and Publishers etc. In the
telecommunication industry the EE limited company is established its business in the 1989 and
generate annual revenue is £7480. They offer various products and services that connect the
people across the country recently it have a more than 13 million customer all over the world. In
the UK they open more than 600 retail stores and sell the 4G internet networking services and it
is a second largest in Europe as a operator(Dioko, 2016). On contrast, the Vodafone company is
a competitor they also sell various types of products such as 3G, 2G, Hutchison in the United
Kingdom. In the research project report, the study is on the subject of extend marketing-mix by
comparison on both mobile company and also concept of marketing of current as well as future
trend. Also, explain the role and duty of marketing manager in the organisation in the business-
to-consumer as well as business-to-business marketing.
TASK 1

TASK 2 a
A)Extend Marketing-mix
In the modern environment there is advancement of technology that increase competition
and company modify or develop new marketing strategies. In the mobile industry many firms in
the UK develop unique features, design and innovative products. To maintain in the competitive
world each organisation try to adopt flexible marketing-mix than its competitors(Dibb and
Simkin, 2013). EE limited have a strong brand image in the UK market and on the other side the
Vodafone is a competitor of it. The both firm increase sales in the potential target market by
adopting extend marketing-mix so, there is a comparison of both marketing strategies that are as
follows-

Product- The customer's expectation relating to mobile product and services are quite.
For that reason many firm develop that goods that satisfy their needs. They are highly demand
from the mobile companies are they want variety features with valuable services in the product.
Along with this, the attractive design and features at fair price that maintain its standard of living
of customers. EE limited is very well known as a Everything Everywhere that they cover a wide
area network so, the people connect each other. The cited company create its product by
considering customer requirement and deliver them in the target market. They provide wide
range of product such as T- mobile, tablets etc. along with 4G internet service in the target
market (Blery, Katseli and Tsara,2010). Whereas, Vodafone company purpose is that to identify
the customer's communicate needs and offer products in the different market segments. By
considering this, they also deliver wide range of goods that involves messaging, fixed line
solutions,voice and Data etc. with value added services. It also offer Handsets, smartphone and
voice & messaging services that are have unique features in the product portfolio. This are
available at high-ended features at low cost in which touch screen and various multimedia such
as pictures, audio, video as well as text messaging etc.
Price- Customer's are very sensitive as well as emotional with the price while they
buying a product. They always access those goods and service that made available with best-

product quality with fair price(Cua, Reames and Chai, 2013). Therefore, the mobile firm are take
care of its people's emotions while design its price strategy. Lets compare with the two mobile
company in which EE limited adopt premium strategy on the 3G products that help them to
capture a large amount of profits. In additionally, penetration price strategy that fulfil the
customer expectation in that the price of a product is lower such as 4G. This pricing strategy in
which the product price is set by the organisation initially at low that assist them to reach the
wider fraction of market. Its work on those types of people who switch quickly with the newly
branded product more easily when the product made available at low price. The main objective
of using this strategies is that they highly capture the new market and cost are in control. This
resultant into capture high market share and gain advantage in the potential target market over
rivals. On the other hand, Vodafone adopt competition pricing strategy of products and services
to beat the industry rivalry. This strategy is suitable for those firm who often done same type of
business in that they sale substitutes products. By using this strategy the company have a various
options to set the price for goods and services are at the below or above the competition, at the
competition(Clow and James, 2013). They offer high-quality of products with high speed
internet services in that various price structure that suits various types of customer needs.
Place-The company distribute its products and services in the various types of market
segmentation by adopting distribution channels. Their are various options available to the
company to place the goods so, the audience reach effectively (Brooks and Simkin ,2012). EE
limited reach its customers by adopting sales staff or middlemen and direct options to cover the
wider area that satisfy them in a desired manner. In that they follow the social networking
websites, mail marketing, message through Catalogue that is a very convenient for the buyers.
On the other, Vodafone company cover amazing network all the world by opening stores and
customer's care services stores that help them to satisfy clients needs. It will help to express to
share their queries as well as complainants so, they deliver them as per the customer's
expectation.
Promotion- The company produce products as per the customers requirements but its
requires them to adopt promotional techniques to increase the sales by send the message in the
potential target audience. There are various types of promotional strategies available in the
market are the advertisement, public relations, personal selling and sales promotion etc. EE
limited company adopt both traditional and modern techniques to transfer the message about

products and services (Powers and Loyka,2010). The advertisement tools is adopt in which they
place information to reach the customers on television, social media and newspapers. Along with
this, they also place its products video on YouTube and also on the most popular sites such as
Facebook, Twitter etc. so, the people can express its opinions on it. In contrast, the Vodafone
Company reach the customers at global level by use unique promotional techniques to promote
its products through global brand ambassador. The Telecommunication and social media strategy
through they communicate information about company's products that help them to enhance
brand value. They also reach the clients by advertising on billboards and also use of outlets in
social media etc.
Physical Evidence- It is define as a presence of products and service in the target market
through some material part of it. This part are associate with the goods packaging, logos, signs
so, the customer can easily attract and buy it (Pomering,Noble and Johnson,2011). The people
are not experienced the goods at first sight so, the firms sell them in a different way. The EE
limited company attracts various clients to enhance their probability by use of its logo leads to its
success at the global level. Whereas, the competitor of this is a Vodafone company through the
logo as well as opening the stores in the rural as well as urban areas. It provide a superior
experience to the customers and assist them to main the brand image with sophism.
People- The company aim is that to increase the sales and capture the market covering
the wider area. The people play vital role in it they are the asset of the firm that help them to
attain the objectives in a desired manner. These are the mainly manager, intermediaries and the
employees who are the supporters. EE limited hire the talent and skilled workers so, they are able
to resolve the technical issues and provide outstanding service to the customers. They also
motivate them by deliver them rewards, incentives and various benefits so, they contribute more
efforts towards goal (Blythe,2012). Whereas, the Vodafone company also have the skilled people
who contribute maximum to reach at the goals. For this, they develop them by training on new
technology so, its skills, knowledge and capabilities can be improve effectively. The main
advantages of it is that they optimum utilise its resource that reduce wastage as well as cost to the
company.
Process- The customers use company's products and services if they are available easily.
They are very much interest in the process that available to them effectively. By Consider this,

the EE limited provide the wide ranges of products with valuable services to the wider area
through the online facility so, the people can purchase more easily from anywhere in the world at
anytime (Dibb and Simkin,2013 ). The process of social media marketing helps them to reach the
people more effectively by minimizing advertisement cost through websites are the
Facebook,Twitter and Instagram etc. On the other hand, Vodafone group provide its goods and
services by using process of opening a large number of stores in the UK market so, the people
reach at the product more appropriately.
TASK 2b
Marketing plan; A marketing plan is related to the product promotions in their target
market. It is a written documents which is containing different stages of market plan which will
be followed by the marketing teams to achieve their marketing objectives(Yi and Yazdanifard,
2013). It creates a path for marketing teams to execute their activities according to these and it
helps them to manage their work. Most of the time leaders and board of directors determines the
goals and objectives of marketing for their different teams. After it, marketing managers creates
marketing plans for their teams. It has several steps which is formulated by the team members to
complete their tasks. These steps are based on the demographics where these marketing plan has
to be implemented. This is based on their target market and suitability in different sectors of their
target customers. It can be modified as per the needs of their target market, if their managers and
leaders feels a need to make changes in it. In the starting it is having executive summary which is
having quick information of different phases which is involved in it. Marketing plan is having a
huge significance to make a successful organisation. It is a basic need of an organisation to
obtain their short-term and long-term targets. The organisation can develop their market where
they can easily make sale and manage profitability for their company. As this marketing plan is
based on the EE limited which is working in telecommunication industry, they can increase their
sales and as well as their profits by using this. The market plan emphasis on different
demographics where the company is having set their targets to obtain a particular sum for this
area(Wu, Kirkole and Huang, 2016). Segmentation is a tool to create differentiations on the basis
of demographics and geographic. UK is having various types of difference which can be a base
to make differentiation for markets by the company. After it they have to set their targets which
is detailed in the market plans, it have to be done in well planned strategies to achieve their
objectives. The EE limited have to use suitable options to make perfect positioning of their

products in the public domain. By STP company can produce better products for each segments
of customers and they can set their prices as per the needs of the customers. The can generate
customers demands in their target markets by using this STP and market plan(Woodside, 2015).
They have to take customer's feedback to improve their products, services and as well as their
strategies for their customers.
Executive summary;
Marketing plan of EE limited for the year of 2017, as the company is facing challenges
from their market competitors, the company is developing their market strategies to decrease
this market competition(Stanton and Salnikova, 2016). EE limited is enlarging their network
area where they are providing their telecommunication services and as well as they are focusing
to increase their quality of services. Most of the population is covered by their network and
around 80% internet users are using their internet services to explore the virtual world and social
sites. Leaders wants to increase their covering area in this financial year and they wants to take
their network which can cover around 90% of population of the UK. This is marketing plan for
the EE limited to enlarge their number of customer's and their services area. In the first it is
having company overview which is having companies detail and relative data which details
about the company's position and their market. After it is having situational analysis which is
based on Manpower, Machines, Methods, Material and maintenance of the company, these all
factors are enough to make a report on the current situation of the company. SWOT and PESTLE
tools helps to analyse internal and external factors of the company which may impact on their
marketing plan. Objectives can be determined after these analysis, it is better to set objectives
after the self evaluation. Next step is strategies where the marketing managers are creating their
marketing strategies to achieve their goals by the collective effort of their teams. STP helps them
to apply their marketing plan in different segments(Simintiras, Dwivedi and Rana, 2014).
Budgets is an assumption of sum which can be expand in the sales activities and manager have to
make proper control on their employees to achieve their task.
Company overview;
It is a British network provider company which is a division of BT group. The company
has been established in 2010 by the merger of T-mobile and Orange business in the UK. They
are having more than 30 Million customers in the whole UK and by this they are the largest
mobile network provide company in the UK. This is the first company which is providing faster

internet speed in 4G networks which is a need of customers to execute their work in offices and
home(Shaik, 2016). EE limited's head office is situated in the Hatfield of the UK and branch
offices in most of the big cities like; London, Greenock and Bristol etc. Most of the population is
using their network for communication or internet uses. 80% of peoples are using their 4G
network for super fast internet speed.
Current marketing situational analysis;
Situational analysis helps to the company to know about their strong and weak points,
5M analysis can be used in this which emphasis on the manpower, machines, maintenance,
material and methods(Saluja and Singh, 2014). SWOT analysis is an another tool which helps to
know about companies strength and weakness, as well as it helps to know about opportunities
which can help to the company to increase their market and threat is a factor which is helps the
company to make changes in their strategies.
Internal analysis;
5 M analysis can help to the company to make an overview on the situations of the
company, by this they can set their objectives for the year 2017;
Manpower; They are having skilled staff members in each department which is having expertise
in their work. They are having rigorous recruitment and selection process which is having
potential to select right peoples which are having equivalent skills as per the requirements of the
company and job profile. Their employees are having potentials to manage efforts and activities
as per the requirements. By this organisation can attain their goals in an appropriate manner.
Machines; As they are working in the telecommunication industry, they are having a need to use
latest technologies to provide their services in their customers. They are using digital nano
technology to generate their network areas. They are having latest machines which are installed
in their transmission of signals by several mobile towers(Reynoso, 2013). These machines are
having capabilities to produce regular services without any type of service breakdown which is
good to increase their service range.
Methods; As the company wants to increase their market, they are using cost effective method
which helps can help them to make their services for their customers. They have implemented
this method in the whole organisation to maintain a profitability in their work. This method helps
them to maintain cost of productions as per the needs of the organisation.

Materials; Raw material which is used to make products and services to customers, here is refer
to the technology which is used by the company(Purvis, 2016). They are using advance nano
circuits which is having semiconductors and microchips to produce a high quality in their
services like; internet and voice calls. This is a cost effective technique cause it is having low
maintenance which is making high profitability.
Maintenance; They are having a large range machines which is having a need of regular
maintenance, as they are using nano technology it is having a need of cool environment. This
technology is based on microchips and semiconductors which generates heats which creates a
negative impact on the mother boards and increase their maintenance cost(Pike, 2015). So they
are having a different department which is having duty to manage temperatures of their machines
by air-conditioning systems.
External analysis;
EE limited has to use PESTLE analysis to analyse external factors which can impact on
their objectives and business activities;
Political; EE limited is telecommunication company and they are having tied with government
rules and regulations. UK government is highly concerned about consumer rights and as the
company is working in the service providing, they have to give proper services which they claim
to give to their customers. They have to provide minimum 2.5 Mbps data speed for 4G internet
users otherwise a customer can make a claim against their services in the consumer form.
Economical; Fluctuations in the economy is having a huge impact on the company. These
fluctuation can be impacts on the profitability of the EE limited, as in the recent times they are
having huge impact of recessions. So they have to make some back plans for economical
changes which can impact on their business activities(Pike, 2016). Inflation rates are not having
direct influence but it impacts on the customers expenditures so the company has to make
changes as per the inflation rates.
Social; Most of the young customers wants high speed data transmission for their studies and for
social sites. So they have to manage proper data speed as their customer's data pack. As well as
they have to provide proper network for rural area. So they have to make specific packages for
each type customers which is having different needs in their services.
Technological; It is a main factor which is having direct influence on the company and as well
as it can be impact on their profitability. They have to adopt latest technology in their work to

provide coverage and network to their customers(Parsons, 2013). As now they are focusing on
4G network, they have to manage consistency in data transmission speed to manage customer's
satisfactions.
Environmental; UK is having mix environment of cold and rainy seasons which is makes an
impact on their network submission centres and mobile towers. These climate changes can make
troubles in the networking sites so they have to make a plan for retain these sites in any
conditions. They have allocate their sites in their maintenance teams by the responsibility to
make them continue in any how conditions(Mittal, 2014).
Legal; As they are planning to enlarge their customers services and their network, they have to
make several contracts to buy lands and buildings to make distribution centres and transmission
centres for their network. So they have follow all legal responsibilities according to the law and
legislation of UK.
SWOT analysis;
Managers of the EE limited can get the details of the organisation about their strength,
weaknesses, opportunities and threats of their internal environment.
Strength The company has covered most of the population of the UK which is the
biggest strength, this can be used by the company to make more profits by
these customers networks. They can special plans and schemes by which they
can make profits.
Latest technology which they are using to provide best customers assistance,
by this they can make better network and cover the whole UK.
They are having skilled and experienced employees which are able to give
their services in any conditions.
Weaknesses Communication in between the teams which are working in the different
demographics, most of the times it makes a confusion among the teams to
resolve issues related to the transmission centres(Martin and Reed, 2015).
Lesser focus on market is making them poor in the marketing, they are having
focus to produce better service network but not on the market competitions
and relevant services available in the market.
Opportunities They are having never ending opportunities in this field, as they are providing

4G services to their customers which is already is a need of customers.
17.6% population is living in the rural areas which wants to be connected
with urban areas with high speed data and high quality in voice calls services,
the company can increase their market in this area to increase their
profitability.
Threats Market competition is a risk factor for them, VODAFONE is also providing
4G internet which is reducing their internet market and as well as their
profitability.
Most of the companies are making fraud with their customers, they are not
providing proper data speed in 4G connections.
Objectives;
EE limited is having single focus to cover all of the UK by their services as they have
covered 80% of population by their 4G network in 2016, they are having plan to cover 90%
population in the current financial year 2017(Malhotra, Birks and Wills, 2013). so they are
having focus to increase their market by making services for students and business class persons.
Strategies;
The company has to adopt suitable method to make strategies to achieve their business
objectives, as they are having object to increase their customers. They have to make
segmentation in their different types of customers where the company is targetting and after it
they have to develop services according to needs of customer's of each segments.
Segmentation, Targeting and positioning;
Segmentation; In the first they have to make segments of their customers which on their target.
As they are providing high speed data and they can make two types of plans and data pack. One
for the students and another for business persons.
Targetting; They have to make combo plans for students where they have to provide limited
data and talk time to students which is a need of students(Lane, 2014). For business persons they
have to make different data plans and calls plans because they are having unlimited internet for
business activities.
Positioning; This is related to the distribution of services, here company has to set their new
communication centres and outlet stores near colleges to provide better assistance. To manage

proper data speed, they have to establish new network provide towers and rooters in those
institutes where most of the employees and students are using their services(Joshi, 2014).
Tactics and actions;
EE limited has to set competitive prices for their services, they have to set more retail
stores to provide better customer assistance which have to be in customer's reach. They have to
make promotions from social sites because they are targeting on young generation. They have to
arrange experienced and communicative persons in front sale lines to make better
communication and command on customer's(Jain, Ahuja and Medury, 2013).
Budget;
MARKETING BUDGET OF EE LIMITED FOR 2017
Particulars Amount
Amount for marketing plan 70000
Initial money 15000
Events 20000
Social media marketing 9000
Digital marketing 6000
Direct marketing 5000
Sales promotions 2500
Printing 10000
Advertisements 7500
Total 70000
Control;
Marketing managers has to make proper control on the employees to perform their
activities according to their strategies and marketing budget to avoid the over budget
situations(Hoványi, 2013).

Conclusion;
The above given marketing plan is having potential to helps to EE limited to attain their
objectives, it just has a need to follow this marketing plan by their marketing team seriously.
CONCLUSION
The above concluded report is having focus on the EE limited, marketing principles can
helps the company to makes better services for their customers. This is a having detailed
marketing plan for 2017, as the company wants to cover all over the UK, they have to follow this
market plan. They have to make proper segmentation of their customer and after it they have to
make services accordingly. EE limited has to focus on their market competitors to reduce the risk
factor for their future.

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