Marketing Essentials Report: EE Telecommunication Marketing Plan

This report provides a comprehensive analysis of marketing essentials, specifically focusing on EE telecommunication. It begins with an introduction to marketing, defining its nature and importance, and then delves into key concepts such as the marketing mix and marketing plan. The report examines the roles of a marketing manager within EE, including responsibilities related to market analysis, customer needs assessment, and the development of marketing strategies. It explores various marketing concepts like production, product, selling, marketing, and social marketing concepts. The report also includes a comparative analysis with Vodafone, examining the extended marketing mix. It concludes with a marketing plan for EE, offering insights into its implementation. The report provides a detailed overview of marketing principles and their application in the telecommunications industry.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1and M1 What is marketing and nature of marketing..........................................................1
P2 and M2 Role of marketing manager in the EE telecommunication organisation. ...........7
TASK 2 ...........................................................................................................................................9
P3 and M3 Extended marketing Mix of EE telecommunication with the Vodafone.............9
TASK 3..........................................................................................................................................11
P4 and M4 Marketing plan of the EE telecommunication organisation..............................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is the function of the organisation and the set of processes for making,
communicating and delivering the value to the target market as well as managing the
relationship with the customers so that company can generate the different benefits for their
various stakeholders. The report includes the marking mix and marketing plan which help
organisation to promote their product effectively. For this report EE have been selected and
Vodafone is taken for comparison
TASK 1
P1and M1 What is marketing and nature of marketing
It is the societal process by which the group or individual obtain what they need and want
by creating, offering and freely exchange the products and services of value with others. It is the
process by which organisation plan and execute the concept of production, pricing, promotion
and distribution of goods, services, ideas and information in order to create the exchange so that
organisational and individual objective has been satisfied (Alberti and et.al., 2016). The
marketing management is responsible for identifying, interpreting and satisfying the customer's
needs and wants. Marketing of the procedure of exchanging goods and services between the
buyers and sellers so that value is determined with the help of money. As per the American
marketing association, marketing is the different activities which is linked with the purchasing
and selling of goods and services as well as it includes different types of activities such as
selling, advertisement, promotion and delivering the products and services to the customers.
Marketing plan is always decided on the basis of the company's objective such as objective of
company is delivering the excellence services to the customers, in order to achieve that objective
organisation set their marketing plan and mix so that it serve best experience to their target
market (Amin and et.al., 2015).
As per the current trend in the marketing, the key objective of marketing department is to
identify the needs and wants of the customers as satisfy the requirements of the target market by
delivering the goods and services as per their needs. The current trend in the marketing concept
is to identify the real customer's requirements for the different products and services and deliver
them accordingly.
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Marketing concept
EE is the renown telecommunication company in the UK who offers the different mobile
services which includes 4G, 3G, data services, voice messages and video games. The key
objective of the organisation is to serve the best quality of services related to the
telecommunication and grab the large market share. In order to achieve their objective, they need
to focus on the different marketing activities so that they can gain the attention of the target
market as well as they need to execute their different marketing functions and plans (Axelsson,
2012). There are some marketing concepts which is related to the marketing activities, these are
as follows:
Illustration 1: Marketing concept
(Source: Five Marketing concept, 2016)
Production concept: In this concept the customer will always to buy those products and
services which is highly affordable. It is the oldest concept of marketing where organisation
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perceive that target market will always try to buy the products which have low prices. They start
focusing on producing high quantity of products and reduce the cost of products, automatically
the price of products and services decreases and consumer start buying the goods (Hollensen,
2015). This concept is mostly applicable to the to those organisation which are hight involved in
the production of goods and services. Other than that it can be adopted by the those organisation
who sell their products and services in bulk.
Product concept: The organisation focus on the quality of the products and services,
they think that customer will always prefer those products which serve them high expectation
and that can be gained with the best quality products. Target market will always desire to acquire
high quality and innovative products and services. In order to serve high level of satisfaction to
the customer, EE need to produce high quality products as compare to their competitors. The
organisation which are serving very high quality products and services will always adopt the
product concept.
Selling concept: In this concept the company this that the customer will not buy the
products and service of the organisation until unless the firm will not put huge efforts on the
marketing and distribution. Here the company try to create large sales rather than marking
relationship with the customers (Marqs, 2014) In simple words it is said that company focus on
selling the products and services they make. Mainly this concept is applicable at the unsought
goods, it is the products which buyers does not think normally to buy such as insurance etc. The
organisation which is specialised in the selling their products and services will adopt this
concept.
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Illustration 2: Difference between Selling Concept and Marketing Concept
(Source: Five Marketing Concepts, 2016)
Marketing concept: It is the concept where the organisation focus on identifying the
needs and wants of the customers and then producing those goods which cater the needs and
wants of their target market. The key objective of this concept is to focus on the customers, they
always try keep their target market first and then do all the marketing activities. If EE wants to
have effective growth and success in their business, they need to know the importance of
marketing concept and keep the customer first (McDonald, 2013).
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Illustration 3: Social marketing concept
(Source: Social marketing concept, 2016)
Social marketing concept: They objective of this concept is to focus on the social
welfare of the target market. It is the marketing strategy where the organisation deliver the value
to the consumer in the way that it improves and maintains the society's and customer's well
being. It is called as the most appropriate concept of the marketing where the company is
responsible for both the customers and social or environmental well being . They try to enhance
and preserve the capability of coming generation in order to meet their wants and needs. They
try to keep the human and environmental welfare on the top before the profits as well as
satisfying the needs of the customers (Five Marketing Concepts, 2016).
Roles of marketing
Attract the customers: With the help of marketing, customer behaviour can be
influenced and attract to purchase the goods and services.
Introduce the goods and services: Marketing have major significance in the marketing
environment that is to introduce the goods and services in the market
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 Identify the needs and wants of customer: It is very important for the marketing
manager to identity the needs and wants of the customers so that they can attract and
retain them.
 Customer relationship management: It is very important task for the marketing
manager, it is because when organisation and customer can relationship then organisation
can retain customer and find relevant information about the customers.
Different responsibilities of the marketing manager
 Market analysis: Marketing manager need to analyse the market which includes the
customers, competitors and other stakeholders. The company actually identify the wants
and needs of the customers which is related to the mobile and telecommunication
services. Situation analysis can be analysed with the help of evaluating the internal and
external environment of the company (Sriram, 2016). With the help of this evaluation,
manager can actually identify their capabilities and understand the market situation. It
helps them to be ready to put the efforts so that they can work according to the market
situation. In this stage the company can use different tools such as SWOT analysis,
PESTLE analysis, Porter's Five stage model etc.
 Analysis of customer needs and wants: Marketing manager need to analyse the needs
and wants of the customers that what products and services the clients wants and how the
company will deliver the accurate products and services as per the requirement of target
market. The Key aim of EE telecommunication is to deliver the quality products and
services to the customers so it is very significant for the organisation to identify the
actual needs and wants of the clients and serve the same products and services.
P2 and M2 Role of marketing manager in the EE telecommunication organisation.
There are several duties that need to be fulfilled by the marketing manager of the
organisation. He or she is responsible and accountable for whole marketing department of the
company as well as he is responsible to handle internal and external factors that have large
impact on the marketing or firm. The different role and responsibilities of marketing manager in
the EE telecommunication company are as follows:
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Marketing strategies: Once the department have effectively analysed and understood the
market and company's situation as well as needs and wants of the customers. In this stage the
firm develop different marketing strategies in order to cope up with the internal and external
situation (Xingang and Bei 2013). There are various strategies that are available for the market
such as differentiation, niche marketing, focus marketing etc. Differentiation is the process by
which company produce different products and services from their competitors and charge high
prices for the customers. Niche marketing is the strategy where organisation select some target
market and produce goods for those target market and focus is when the firm focus on the
particular segment and produce goods accordingly. Whereas marketing strategies also includes
targeting, positioning and segmentation. EE needs to focus on the different marketing strategies
according to their aim and objective so that they can beat with the different market situations.
Marketing Mix decision: It is very crucial stage in the marketing department where the
organisation need to focus on the marketing P's that is product price, place and promotion (Yang
and et.al 2014). These all variable together called as the mix of marketing. Organisation need to
make the decision related to this four P. Product Is the goods and services which is offered by
the company to customer in order to satisfy their needs, price is the money paid by the buyer
when they procure goods and services of the firm. Place is the efforts made by the seller or
distributor in order to provide goods and services to the customers. Promotion is the efforts made
by the organisation on different promotional activities in order to ensure that they can sale their
products and services to the clients. It is done with the help of communication of information to
the customers about the organisation's products and services.
Research and development department : The first and foremost role of the Research and
development manager is to identify the different opportunities and threat in the market. They
need to find needs and wants of the customers and produce goods and services accordingly.
Research and development manager have perfect knowledge about the customers and their needs
(Alberti and et.al., 2016). They need to build accurate picture of resources which need to use in
order to cater the needs of environment. They need to take decision on the basis of their own
opinion as well as the research made by him. The manager need to collect the information about
the market which can be done with the help of several ways such as survey, personal interview,
buying habits, internet etc. it is very significance for the marketers to analysis the data in the
proper way so that the data which is collected be useful for marketing the products and services.
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Research and development planning is the core function of ant organisation which can be
presented in the written marketing plan for the EE marketing manager. As per the consultant
Paul Smith, marketing plan have been developed in the particular process that is called as
SOSTAC which is utilised as the model in order to make marketing plan. It is the acronym for 6
different elements that is situation analysis, objectives, strategies, tactics, actions and controls
(Amin and et.al., 2015). In the situation analysis, marketing manager of EE telecommunication
find that where the company currently is at, then different objectives is decided where the
company make goals related that what they want to do, Further strategies are made that how they
are going to achieve the objectives. After that tactics are made which includes the details about
the strategies, then actions are made that how they are going to do the tactics and at last
controlling is done where they decide that how they are going to measure the success of plan.
Marketing department : It includes different intangible assets such as social media marketing
digital advertisement which help the marketing manager of EE to market their products and
services. It consists of different facilities, marketing department employees, the product itself,
the pricing strategy, the procedure of selling, and how the marketing manager promote and
advertise (Axelsson, 2012).
Sales department: It is department by which organisation or sales manager have effective
communication with the customers with the different stages in the purchasing procedure. It is
easy for the marketing manager of EE to attract new customer but it is very hard for them to
retain old customer. In order to retain existing client, marketing manager need to build effective
relationship with their target market.
Implementation and control: All the developed plans and strategies are executed to the
organisation so that they can achieve all the marketing objectives of the company. Controlling is
very important in the organisation weather it is marketing department, finance or human
resources (Zakharova, 2013). With the help of controlling, organisation or marketing department
identify that their performance is according to the plans and objectives or not? It is very
significant step in the marketing process which ensure the accomplishment of all the marketing
objectives of the firm. At the end EE, should give special emphasis on the controlling so that
they can identify that their marketing objective have been achieved or not?
Significance of marketing and its role in EE telecommunication organisation
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In the context of EE telecommunication company, marketing plays very significant role
and it helps the marketing manager to attain their objectives. As EE is the telecommunication
company which deliver different mobile and telecommunication services in the UK, their key
objective is to serve high quality services so that they can gain competitive advantage and grab
large market share. For this purpose marketing can largely aid to the EE telecommunication are
as follows:
Create employment : There are several activities which is included in the marketing such as ,
risk bearing, warehousing, transportation and standardisation etc. which create great employment
for the people in the country (Hollensen, 2015).
Exchange of goods and services: With the help of marketing, the buyer and seller exchange
good and services which is related to the telecommunication services, this have enhanced the
living standard of the people in the world (Marqs, 2014).
Significance of relationship between the different departments
In every organisation, there are several departments such as marketing, human resources,
selling, finance etc. these all departments are inter-related with each other in such way that if one
department will not work properly, it will reduce the performance of other departments. In EE
telecommunication, all the departments of the organisation are inter-related with each other. The
relationship are as follows:
Finance department: It is the department which is responsible to keep records of all the
transaction which are taking place in the firm as well as they are also accountable to create
budget. So this department help the marketing to maintain and reduce the expenses by creating
promotion and marketing research budget (McDonald, 2013).
Production department: The key role of production department is to manufacture the goods
and services which help them to cater the needs and wants of the customers, this department give
the quality products which help them to attract and retain customers.
Research and development: This department helps the marketing to do internal and external
environmental analysis and well as helps them to serve innovative ideas, information, products
and services which help marketing manager to build relationship with the customers.
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TASK 2
P3 and M3 Extended marketing Mix of EE telecommunication with the Vodafone
Marketing mix of EE telecommunication
Product: EE is the most renown telecommunication organisation in the UK which serve
different services related to the mobile and telecommunication to their customers. Their current
marketing strategies is to compete with the Vodafone who is going to launch 4G in the market.
The services the EE is going to serve will be faster and have better speed as compare to the
Vodafone (Sriram, 2016). It can be said that the organisation is being serving the different
products and services according the needs and wants of the different customers.
Price: The pricing strategies used by the EE telecommunication is skimming, where they charge
high price when they launch new products, as the customers are satisfied and entrance of new
competitors they reduce their prices in order to beat with competitors. Cited firm services is
spread in vast areas as well as their serve high speed services, this is the reason they are most
preferable by the consumer as compare to other organisations (Xingang and Bei 2013). Different
channels have been used by the EE such as call centre, shops, complaints, management,
customer services, websites and social media in order to serve their services the major products
of EE telecommunication are cell phone, SIM card, broadband connection, Wi-Fi tablets etc.
Place: EE telecommunication are available at both online and offline distribution in order to
serve their best services. They have many physical stores at which customer can direct approach
to buy their services. As well as they are also available at the online where target market have
facility of shopping. They also have guide page which can be access by the customers in order to
have guidance and this service is very much effective and convenient for the customers. It can be
said that the firm is being serving their products and services online as well as offline.
Promotion: It is the activities by which organisation can promote their products and services,
attract and retain customer and create relationship with their target market. EE have organised
different marketing campaign for their different services, they also use social media and physical
marketing such as TV add, billboards etc. The venture is using very much attractive promotion
strategies which helps them yo attract and retain large number of customers
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