Marketing Report: Evaluating British Telecom's Promotional Tactics

This report analyzes the marketing practices of British Telecom, a multinational telecommunications company. It explores various marketing tools and strategies essential for effective promotion and advertising, including customer touchpoints like social media, online advertising, and product catalogs. The report delves into the application of the promotional mix, evaluating the effectiveness of advertising, personal selling, sales promotion, public relations, and direct marketing tactics used by British Telecom. It highlights the importance of understanding customer needs, creating customer journey maps, and utilizing digital marketing content to enhance brand awareness and attract customers. The report emphasizes the significance of product feedback surveys and thank-you letters in building customer relationships and improving services. It examines how British Telecom uses different promotional strategies to increase sales and revenue and maintain a competitive advantage in the global market.

Principles and Practices
of Marketing

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Knowledge of relevant literature that would permit an understanding of effective marketing
solutions.......................................................................................................................................1
Apply the theoretical aspects of the promotional mix used company and evaluate the
effectiveness of these tactics........................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing can be describe as the practices which is consider by organisation in order to
promote or advertise it products and services in market area. It is essential that company is
considering effective and efficient marketing approaches in order to increase sales of
organisation (Dias and Dias, 2019). There are different marketing tools which assist organisation
in successfully and effectively conduct marketing practices as well as accomplish desired goals.
This report is based on British Telecom. This is a multinational organisation that is providing its
products and services in global market area. Head office this organisation is located in London,
United Kingdom. This company was founded in year 1969 and its largest provider of fixed line,
broadband and mobile services (Fatmawatie., 2020). This report includes different promotional
campaigns that should be consider by organisation. This consist of strategies and tactical plans
which will assist organisation to increase its performance. In this report marketing skills and
knowledge has been determined. Apart form this different promotional mix has been determined
which assist organisation to effectively and efficiently conduct business practices. Different
marketing strategies has been considered in this report.
MAIN BODY
Knowledge of relevant literature that would permit an understanding of effective marketing
solutions.
Marketing is crucial part of business and it support organisation to successfully and
effectively perform business practices as well as enhance organisational task. There are different
marketing practices which will assist company to take correct actions along with this attract more
customers towards to accomplish goals. Marketing is refer as the activities of business which is
related to promote or advertise its products and services. British telecommunications company is
considering different marketing practices that is significant for increasing sales or revenues of
business (Grigoryan., 2019). Marketing practices consist of advertising, selling and delivering of
products and services to customers. This is significant function of organisation in order to sell
products or services to potential customers. This is very helpful for company to develop better
relationship with customers. Marketing is consider as the important process of business that with
influence potential customers or clients of business. There are different approaches and ways that
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is significant for successfully and effectively conduct marketing practices along with increase
revenues of business. There are various promotional activities which is useful for increasing
sales and revenues of business. Different promotional activities that is consider by British
Telecommunication is mention below -
Customer touchpoint – This can be describe as the brand's points that is effective
contacting with customers. It is essential for organisation to consider customer touchpoints in
order to influence more customers as well as meeting with with the needs of customers.
Customer touchpoints is refer as any time a potential customers or customers that comes in the
contact with brand before during or after they purchase something form customers Hackley, C.,
(Hackley and Bassiouni, 2018). It is essential for organisation to identify customer needs and
wants with the motive of enhancing customers needs. Identification of customer touch point is
first steps towards creating a customer journey map as well as making sure the your customers
are satisfied with each and every step of the way. British telecommunication can be describe as
the touchpoint into account as this is the opportunity of company to satisfy their needs and
wants. There are different ways and approaches to find customer touchpoint which are explain
below in detail.
Touch point before a purchase Social media – This is effective approach which is consider by organisation in order to
attract and influence more customers. Social media can be describe as the platform
through which company is promoting and advertising its products and services. This is
significant platform for attracting more customers and meeting with the demand of
customers. Online advertisement – Through this tactics is determine as online marketing ,
advertising, digital advertising or web advertising which making valuable content
messages that allows to deliver right person as well as defining market along with better
using applications. By implementing strategies of better online advertisement in British
Telecommunication helps to more awareness as well as it will increase the promotional
service in positive manner. Somehow there is reason for British Telecommunication to
adapt the online advertising as it relatively inexpensive in nature, it reaches to audience
which increase more subscriber along with more revenue scope. There is different types
in which Online advertising can implies as Displaying Ads where many banners ca
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posted in public platform, Email advertise approaches to better marketing to many
consumer can more promotes about company product and services in effective manner
(Hamilton, 2018). For better making strategic planning to making that helps to provide
different alternative in which company can attain many outcomes in terms of promotions,
more market, different platform to promote product and services. Perhaps, British
telecommunication is service where they provides networking for which they need to
connect with lost of customers as much as they can. Digital marketing content – According to this method is depicts is all about to creation
of digital marketing which is combination of goal increasing of touch point where
company like British telecommunication where they increase their objectives towards
brand awareness, improving search engine ranking to generate more attractive content
where target audience through better brand awareness to more productive attainment
(Islam, 2018). About to produce marketing in content through digital platform is very
easy to deliver message related product and services. Many expertise are involved in
making attractive content that allows to created more important which grab the attention
of public. Similarly, British Telecommunication can bring their brand awareness through
digital brand awareness to design better content for attract customer. Through digital
marketing content comprised on the basis of particular product and services.
Touch point during a purchase Product catalogues – This approach of touch point, it define about the type of marketing
collateral that contains number of lists which essential product details is design to
convince people for purchasing. It involves specific information related with goods and
services that company introduced in market along with benefits. As British
Telecommunication can pursue newspaper and other channels to approach better
outcomes (Khan, 2017). Different catalogue makes significant role within creating more
enthistic attractive message which involves within the product banner as well as more
creatively designed that to develop interest in customer. British Telecommunication can
approach more sustainable marketing process to post their product catalogue through
malls, street shops or manilt target those shops which are tend to be more crowded. Thus,
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cata;ouge is short information which company use to bear for general introduction related
information to provide in better way. Conversation – After processing of overall structure of marketing for product and
services in term of banner, catalogue and other product venture in which market must
interact with customer for better analysation. For mapping behaviour and perception of
each customer through interaction or communicate about to make them better understand
that how company’s product is going to provide positive results (Klimchuk and Shehda.,
2016). Similarly, the company British Telecommunication tends to provide first prior the
customer to enhance them effective information related with networking services like talk
time, caller tune and others. All these product and services need to ensure by company
that their customer must well aware and having an proper communication about their
queries.
 Product reviews – After analysing through customer of deliverables them product with
better expectation where their quires, feedback and suggestion are must to be concerned
by company. These above three element plays an important role, as it provides actual
reviewing the performance level where it needs to require for better evaluation in terms
of durability, accessibility and quality traits as in these criteria customer mainly mapped
their view point in effective manner (Lee., 2016). Through this, British
Telecommunication services need to follows their customer reviews where it helps them
to know about their real performance as well as lack of improvement can be scrutinize in
better format.
Touch point after a purchase Product feedback survey Its essential to find the better involvement of survey assessment
in which it helps to assign product related feedback that allows better suggestion and
point of review which plays an important role where people preferences and their
engagement is plays a vital role to assess customer behaviour. As for British
Telecommunication product survey enhance higher raise benchmark to easily produced
and deliver to the right people. For example their networking services are tend to belong
to the all age of people where they can easily assess their talk time service in better way.
It can generates mixed review in term of positive and negative aspect, that company have
to focus on current employees interest.
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 Thank you letters – This is extra complementary service to provide better greet to
customer for increasing their satisfaction level as this practise help to build better
relationship in form of long term. To retain also recommend for better talk time services
by British Telecmmuncation, this shows their customer loyalty in better way to approach
aspect in different format.
Apply the theoretical aspects of the promotional mix used company and evaluate the
effectiveness of these tactics.
According to the promotional mix is the developing of advertising, personal selling, sales
and promotional with better public relations along with direct marketing. The marketers
essential need to know about the view which they scrutinize mainly to evaluate better
promotional activities that makes their product more effective and efficient (Oates., 2020).
Different tools is identifies which is depends upon for better attainment of targets, customer
in terms of selling more product and services in market. As per perspective of British
Telecommunication they are planning to promote their product and services as per their
budget to approach strategies which helps to attain overall strength in better manner. There
are few factor which emphasis effective promotional strategy can be implemented through a
specific company
 Advertising: It is from of process in which paid and non paid marketing
advertise of product and services is involved. This reflects the promotion and
production about goods and services that can be identified through process of
exchange of fee. In this marker of British Tele can applies pull market strategy
which product is insight to promotes the customer point of view at least once.
The overall activity involves in marketing like designing that undertakes huge
influence to purchase better decision.
 Personal Selling: As it is one of important procedure or marketing promotional
tools which business oriented people assort to better use for accomplish
competitive advantages (Oparah and et. al., 2018. This practises enhance for
effective interaction with customer through direct selling, whereas, British
Telecommunicate can implies personal of better networking process towards
influence the customer towards buying the product and services.
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 Sales promotion: According to this approach this enhance for short term usage
to earn better incentives which provided to the customer which increased the
sales on the basis of given period (Simoni., 2020). Through facilitates better
offers like discounts, buy one get one free towards festive seasons or on special
random occasions. As British Telecommunication which mainly focuses on short
term profits through attracting profit within existing customer.
 Public relation: On the basis of marketer behaviour where they mainly build a
favourable image in better reforms structure as in general public. As public has
been carries more towards interaction different marketers as well as marketer are
making better relationship to accomplish better objectives which directly
associated through companies within directly and indirectly. The relation of
public is not only with marketor but also towards supplier, wholesaler, buyers etc
for long term aspects.
 Directing Marketing: Through this talent management is comprising technology
that inter related with many aspects (Pomering., 2017). According to direct
marketing allows towards paid general advertisement through which it allows an
other cosmetical (Tokarev and Shkarovskiy, 2020). The companies can sell their
online and offline hat pretend to be one of more effective and quick services of
marketing increase the scale of offering to promotion activities. The scope of
high profit maximisation which increase the profitability in different level. Every
company having tehri own strategy to approach better style to commence
marketing in which direct marketing is form of advertising , promotion and
overall activities of promotional mix involvement.
CONCLUSION
Through above report of principle and practise of marketing in which it come up as
summarisation in which it describes about marketing description and customer approach
where touch point is been discussed in long and details basis. For example before marketing,
after marketing as well as during purchasing. Different promotional mix strategy is been
discussed on the basis of advertising, public relation and long term sustainability in the
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competitive market. To highlight better touch point approaches where after touch point
approach plays and important role to greet customer in better way, in which it helps to gain
more competitive advantages towards long time.
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Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
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Online:
What Is Marketing?. <https://marketinginsidergroup.com/strategy/what-is-marketing/>.
What are customer touchpoints? <https://www.surveymonkey.com/mp/identify-customer-
touchpoints/>.
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