Marketing Concepts, Mix, and Comparative Analysis of Telecoms

This presentation delves into fundamental marketing concepts, including the marketing concept, product concept, production concept, and selling concept, emphasizing the customer-oriented approach. It then introduces the marketing process, covering situation analysis, developing marketing strategy, determining the marketing mix, and managing marketing efforts, with an emphasis on product positioning. The core of the presentation compares the extended marketing mix (7Ps) of two major UK telecommunications companies: EE and Three. It analyzes their product offerings, pricing strategies, distribution channels, promotional activities, customer service, physical evidence, and operational processes. The comparison includes an overview of each company, their strengths, and weaknesses, and concludes with recommendations for both companies, highlighting EE's market dominance and Three's customer satisfaction. The presentation also includes a PESTLE analysis and SWOT analysis, providing a comprehensive overview of the external and internal factors affecting the businesses. Finally, the presentation includes a table of contents and a bibliography with references to support the analysis.

Presentation
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Marketing Concept
Marketing concept refers to the analysis of the customer needs and then satisfying these
needs.
• Product Concept: Product concept recommends that people want the quality
of the product and inventive nature of it. This kind of concept is attracting to
the business persons, but a bit risky by nature. Since in present only product
quality is not enough for a product being sold.
• Production concept: Production concept recommends that consumers want
products which are frequently accessible and cheap. Thus, marketers increase
their production by different actions and eventually the price of the product
falls down.
• Selling concept: The sales concept does not have any eagerness to know
whether the product is actually desired or not; the only objective of this

method is to beat the competitors to the sale with little regard to customer
satisfaction.
• Marketing Concept: Marketing concept recommends that the ultimate job of
an organization is to find out the wants of the customers and try to satisfy
these needs. This is a more customer oriented concept than the others. And
thus, this has the most popularity in the present age.
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Marketing Process
Situation Analysis:
This phase of marketing process is all about assessing the market situation for business and
find out the probability of company’s success. Then undergo different analysis of the
company.
Developing Marketing Strategy:
In this stage of marketing mix, we segment the market and then evaluate the target market
and their behavior. In this process companies try to determine the market constraints and then
position them in such a way that their business can avoid these constraints.
Determining Marketing Mix:
Traditional marketing mix contains 4 elements. Which are-Product, Price, Place, Promotion.
But to keep in touch with the market orientation towards the customers, many companies
now use extended marketing mix models. Which usually adds three more elements in concern
like- people, physical evidence and process.
Management of marketing efforts.
This concept relates to the positioning of the product of a company in the thoughts of the
customers as compared to the products of opponents. In other words, the company attempts to
keep a clear and specific perception in customers about its products. When a company wants
to position its product, it first stipulates the competitive superiority for which it offers
competitive advantages to its targeted customers. The whole marketing program of the
company should focus on identifying its positioning strategy. The positioning is actual when

the company truly provides the efficient, and good offering to its customers in order to give
them maximum value as compared to the offering of competitors.
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Comparing Extended Marketing Mix of ‘EE’ & ‘Three’
Marketing mix is one of the fundamental concept of marketing. According to P. Kotler,
“Marketing mix is the set of marketing tools that the firm uses to pursue its marketing
objectives in the target market.” Basic marketing mix of McCarthy consists of 4Ps, which
are:
 Product
 Price
 Place
 Promotion
But in todays’ marketing reality, where customers are more demanding and competition is
more fierce companies must use some more marketing tools to ensure the success. Thus,
modern marketers have extended the basic marketing mix to 7Ps, whose additional 3Ps are:
 People

 Physical evidence
 Processes
Now we will try to compare the extended marketing mix tactics of two renowned
telecommunication brands of the UK, EE & Three.
 Product: EE and Three mobile are mainly telecommunication service providers in
Britain. Thus, they offer voice call and internet service (3G & 4G) along with branded
mobile devices for sell to the customers. EE first launched 4G service in the UK in
2012, and is the top 4G network provider in the UK at present. Three started to give
4G service a bit later than EE, but has gained the popularity rapidly over the last two
years for their convenient data plans. Though in the recent time Three is getting a lot
more admiration for their data plans and solid network service, it is still far behind
from EE in terms of network coverage in the UK.
In terms of the offering deal on mobile devices (pay as you go), EE offers more
diversified choice of brands and models than Three mobile.
 Price: Price is always a sensitive issue in any business. It is not so different in the
telecommunication industry in Britain. But for being the best network and service
provider in the UK, EE’s pricing has been in the higher end in the market throughout
the last 4 years. They still charge more for their 4G services than any of the other
companies around. On the other hand, three has launched an unlimited data plan for
the 4G customers. Which has really given them some edge over the EE Ltd. in the
urban areas. But in rural areas where still 3G is in reach, EE has the upper hand over
the Three with a lower price and no text charge.
In sales of mobile devices both the companies have been good in pricing. But EE
offers a free pay SIM to the customers who are buying a payg mobile from them. And

since EE shares most recent models at a reasonable price, it has upper hand over
Three mobile in this sector too.
 Place: Place refers to the channels by which a customer can access to the product or
service of the company. Both EE and Three have been efficient in this section, since
both has an attractive & customer friendly website, and eye-catching sales outlets
across the country. They also have franchised stores where customers can get their
products and services too.

 Promotion: In modern marketing concept promotion is the most important tool for
marketing. It establishes the total brand image of a company and thus affect directly
to the company’s revenue. Thus, both EE and Three underline on their promotional
activities sensibly. Promotion in TV ads, social media
and internet are the common methods of these two
companies. They try to articulate these promotions
according to their strengths and unique packages, which
gives them advantage over their opponents.
 People: People refers to the employees under the organisation who serves the
customers directly. In the case of EE & Three, sales and customer care representatives
are those who directly interacts with the customers. Since customers are more
demanding than the past they want
something more from each and every
representative. Thus, EE and Three
train their employees to deliver the
best possible service to the customers.
In order to do that, they also provide
incentives, and rewards for the
employees for motivating them to
serve better.
 Physical evidence: The competition in
the telecommunication market in the

UK is fierce. Thus, companies want to make a “Point of Difference” in their service.
Thus, to deliver a better customer experience noticeable features are also having to be
provided with the service. Both EE & Three thus try to design their sales outlets and
website in an attractive way, which can define their valuation of the customers.
 Processes: In
modern marketing concept, marketers believe that customers are not only concerned
on buying or using a product or service but also concerned in which manner they get
the products or
services. Thus, the
operations in a
company has to be
smooth and soothing
from a customer’s
perspective. Thus EE
& Three must
concentrate on some
of the features of their operations, like: network quality, customer service quality,
store environment, staff’s approach towards customers etc. In a recent survey by
cable.co.uk Three has a greater customer satisfaction level than EE, because of their
service which they were promised to deliver.
Conclusion:
Since EE has the largest market share among the other telecom companies in the UK, it
enjoys several benefits that greatly aid them in the competition in the market. With the
best network coverage and best network service quality, EE dominates in all the aspects
of the sectors. But if the recommended reduced pricing strategies is applied, EE will be
capable to match its current weakness and increase the customer satisfaction level as well

as remain growing its customer base through both exploring new customers and
encouraging rival’s customers to switch using the 4G service capacities. In contrast, the
word-of-mouth buzz of the customers is the greatest asset of Three. They should lay
emphasis on the network expansion and quality. And the rest of the process will be
delivered by the satisfied customer base.

Bibliography
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2016.
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accessed 9th November, 2016.
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November, 2016.
 Hannah Ricci. (2016). Three mobile review 2016. Available:
https://www.cable.co.uk/guides/is-3-mobile-any-good/. Last accessed 13th
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 Kyle Nazario, Khidr Suleman. (2014). 4G speeds, cost and coverage put to the test.
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