Marketing Mix of British Telecommunications: A Comprehensive Report

This report provides a detailed analysis of the marketing mix of British Telecommunications (BT). It examines the 7Ps of marketing: Product, Price, Place, Promotion, People, Process, and Physical Evidence. The report explores how BT utilizes these elements to promote its brand, focusing on its services, pricing strategies, distribution channels, promotional activities, employee management, operational processes, and physical presence. The analysis includes BT's strategies for product development, competitive pricing, distribution methods, advertising, customer service, operational efficiency, and brand image, highlighting how BT maintains its market position and maximizes profitability in the telecommunications industry. The report references academic sources to support its findings and provides a comprehensive overview of BT's marketing approach.

Academic Skills

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is a business activity which is involved in promoting and selling of product or
services through various means such as advertising, market research etc. Marketing mix is a set
of tactics used by an organisation for promoting its product or brand in the market. This
presentation is based on British Telecommunication company, which is headquartered in
London, United Kingdom. It is the largest provider of broadband, fixed-line and mobile services.
It also facilitates IT services and television subscription (Fuhs and et. al., 2014). This report
consists the study of marketing mix of the British Telecommunication company which includes
the 7 elements of marketing mix, such as, Product, Price, Place, Promotion, Process, People and
Physical evidence. This enables the firm to increase its sustainability for long run and maximise
profitability.
MAIN BODY
Marketing mix is a set of actions which are used by the company to promote its brand or
product in the target market. The marketing mix of the British Telecommunication examines the
brand which consist of 7Ps namely Product, Price, Place, Promotion, Process, People and
Physical evidence. These crucial elements are explained below -
 Product -It is a set of tangible or intangible goods or services which a customer requires
and are willing to pay a specific amount for its purchase. British Telecommunication is
famous because of its standard quality services and products. With the help of new
technology, the company has extend its product line which ranges from goods and
services of customer (Allan and et. al., 2014). It includes Landline telephone, mobile
phone, digital television, communication via fibre optics etc. The firm analyses the
opportunity and gain an advantage to be the first mover in the market. It adapts the latest
technologies easily through internet. This leads the company to earn more profit by
rendering its product or services to the target audience. The telecommunication industry
will gain brand loyalty as well as customer base.
 Price - Price is one of the most important element of marketing mix. It is the exchange
value which is charged on a product or service which are offered to its target audience.
British telecommunication uses this element by providing the services which are value
for money (Rabiner, D.L., Godwin, J. and Dodge, K.A., 2016). They make cost effective
1

products which every segment consumer can purchase. The firm gives different offers
like internet and broadband connections which varies according to the utility rate of the
users. The industry provides the products at low price when comparable with its
competitors, which increases its customer base and the company takes competitive
advantage. This will also build good brand image of the entity and maximise its
productivity.
 Place - Place is another vital element of marketing mix of the concern. It consist of
decision-making process which relates to the distribution channel which the company
uses for its product or services. The components of physical distribution involves various
facilities such as warehouse, transport, stock control etc. British telecommunication uses
the channel of distribution so that they can avoid the conflicts regarding channels. As it is
a telecommunication company, it uses direct means of communication like door to door
sale, sending posts, sending emails etc. The firm targets their users via their own website.
For becoming successful, the industry focus on the satisfaction of customers and the
market and thus fulfil the needs and demand of the user by providing them quality goods
and services at minimum possible cost. This helps the firm to cover more markets and
increase its brand loyalty. It will lead an increase in the growth of the British
Telecommunication and maximises its revenue.
 Promotion- As it has been in the market for a longer period of time it has understood the
importance of advertisement in the industry. They use television, Radio, Billboards and
internet as a means of communicating their product and services to the customers across
the globe. Through using their websites they focus on creating an product image in the
minds of customers. Along with it they actively use billboard in order to advertise new
product and services and it also help them to attract a large number of customers. They
also have used social platform such as Facebook and twitter as they are in the current
trend and facilitates reach to larger number of customers.
 People- It refers to staff and salesperson that are currently employed by the British
communication. They are an essential element as they responsible for candling several
activities in the business such as sales (Lerkkanen and et. al., 2016). Developing
strategies and different organisational activities It is important for business to motivate
people at different stages of the organisational production and distribution process. So
2

that they can work hard in achieving overall organisational overall objectives. In order to
facilitates company with a qualifies work force it needs to take the recruitment and
section process seriously so that right people can be placed at right place. British
communication have approx 106,400 number of employees currently working for them.
In order to activity manage and organise the activities of them in an systematic manner
the manager organises different training programmes so that these people can increase the
level of skills they are possessing and the overall productivity of the business can be
increased. It is important for increasing the customer service experience so that the
organisation can attract and retain customer effectively. Employees plays an important in
increasing the customer experience and through training them it can achieved smoothly.
It also provide incentives to employees in order to keep them motivated in the workplace.
 Process- It involves different processes that are attached in the delivery of product and
services to the customers. It is important for the British Communication to ensure that
process take place in the business in an smooth way so that they can deliver standard
product to the customer and also to ensure that they save time and money by increasing
the efficiency among the different processes (Ransom and et. al., 2015). It invest a lot in
technology as it is involved in providing services such as It services and Subscription
television. It's headquarter is situated in London and it operated most of the activities
from it only. The process which is being set by them is easily understandable by the
customers . It also provide customer support and assistance that is available in different
part of the world.
 Physical Evidence- British telecommunication have it's operation in more them 180
countries. The company have its store situated in different part of the globe. They uses
different punchlines in order to attract the customer and also to impart knowledge about
their latest products and services. They also produces financial reports annually in order
to analyse the financial position of their product and services.
CONCLUSION
British telecommunication is an multinational firm that comprises of providing
telecommunication services. The marketing mix of the company depicts that the company is
known in the market for it's quality product and which it offers to customers through unique
3

pricing strategies. It provide it's products and service sin around 180 countries. It uses social
media and other platform such as holdings in order to attract customers. In order to maintain the
standard in the product and services they provide different training programmes in order to
increase the skill set of it's employees.
4

REFERENCES
Books and Journals
Allan and et. al., 2014. Relations between inhibitory control and the development of academic
skills in preschool and kindergarten: A meta-analysis. Developmental Psychology.
50(10). p.2368.
Fuhs and et. al., 2014. Longitudinal associations between executive functioning and academic
skills across content areas. Developmental Psychology. 50(6). p.1698.
Lerkkanen and et. al., 2016. Child-centered versus teacher-directed teaching practices:
Associations with the development of academic skills in the first grade at school. Early
Childhood Research Quarterly. 36. pp.145-156.
Rabiner, D. L., Godwin, J. and Dodge, K. A., 2016. Predicting academic achievement and
attainment: the contribution of early academic skills, attention difficulties, and social
competence. School Psychology Review. 45(2). pp.250-267.
Ransom and et. al., 2015. Academic effects of concussion in children and adolescents.
Pediatrics. 135(6). pp.1043-1050.
5