Marketing Essentials Report: Comparing EE and Vodafone Services

This report delves into the core concepts of marketing essentials, examining the application of these principles within the telecommunications industry, specifically focusing on EE Limited and its competitor, Vodafone. The report begins with an introduction to marketing, defining key terms and concepts, and then progresses to analyze the nature of marketing as both a science and an art. It explores various marketing concepts such as production, product, selling, marketing, and societal marketing. The report further examines the roles and responsibilities of a marketing manager, including personnel management, planning, budgeting, and identifying potential markets. Task 2 provides an in-depth comparison of EE Limited and Vodafone, utilizing the 7Ps marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) to evaluate their strategies. The report concludes with a marketing plan for EE Limited, demonstrating the practical application of marketing principles to enhance its services and market position.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................7
P3 An overview of 7Ps of EE limited are explained below.....................................................7
TASK 3..........................................................................................................................................12
P4 Develop and evaluate a basic marketing plan......................................................................12
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing essential defines all the aspects that are connected with marketing goods and
services. This term mainly revolve around market. In this process money and goods are exchange
between buyer and seller of a particular product. This process of selling goods and services help
organization to achieve its target and goals which have been set from before (Berkowitz, 2016).
According to their budgets large businesses hire team of marketing experts. However on the
other hand, small enterprises hire part time people to promote their products and services. This
will help small enterprises to acquire large customer base. EE Limited is a telecom industry
which provides various mobile services in United kingdom.
This report will examine the comparison between the 7Ps of EE Limited company and
Vodafone. And appropriate market plan will be made for the promotion of services that is
provided by the EE Limited company.
TASK 1
Slide 1
1

Slide 2
Slide 3
2

Slide 4
Following are definitions of commerce are explained below:
In the opinion of American marketing association, by merchandising it means that it is
completion of some activity that is flow of commodities from producer to user.
In view of Clark and Clark tells that this practice include both the purchase and sell activity
which is also known as human action as well as physical act.
Nature of marketing: With this it is observed whether merchandise is science or an art or
both discussion on this topic is held below:
Trade as a science: As sale can be called as trade as there are basic principle as policies
which are followed in marketing same as science (Burke, 2011). As science as some scientific
rules and process this activity also has some norms ion which it is depend. Sa today before
manufacturing product producers collect research upon the product. All of these factors prove
that marketing can be called as science.
Marketing as an art: along with knowledge as well as qualification others work which is done is
known as art. Trade too is an art which takes place after proper studies and ability which is said
to be perfection as same with art. Many problems regarding the sale are sought out by some
creative activity (Friedman, 2011).
After studying both of the above it is clear that management is both science as well as an
art.
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Concepts of marketing:
This idea states that firm should analyze the customer’s needs and wants to make a
rational decision to beat competition. Some of the concept is explained as below;
Production conception: this idea is ideal which states that best quality as well as cheap
products is more demanded by customer. This states that buyer is a king so goods and services
should be according to the purchaser which automatically decrease production cost and increases
sale of company.
Product conception: customer always favors best quality of product at cheap rate as well
as highly innovative and featured product with time. Managers should ensure some change in
product after particular period of time (Cabooter, and et. al., 2010).
Selling concept: Sales and promotion activities should be used by the mangers so that
company can make aware about its product in market. Which will help firm in covering large
base of customers?
Marketing concept: This philosophy is differing from above mentioned points. This
states that it has to beat marketing competitors by improved quality product and services.
Societal marketing concept: the firm determine the well being of customer their wants,
needs preferences as well as target market then deliver preferred good.
Slide 5
Personnel management: As they are best leaders for employees because they know are
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the followers can be attract as well as motivated in organization. As well as they know when to
provide them with extra training to encourage employees growth. So managers need to be
effective whether employees group is large or small.
Planning: Every organization needs to prepare blueprint before doing any task or activity
so that comparison can be made between what is achieved and what is left back. As they are only
responsible from planning to execution as they are accountable to vice managers regarding any
loss or problem in firm. He or she is obligated for company strength and weakness as well as set
marketing goals and identify strategy to reach those targets.
Budgeting: A marketing manager must develop a reasonable, workable budget by coach.
Budgets is divided between different parts as it is segregated among different expenses of firm
like advertisement cost, promotional cost as well as others expenditure as he sets salaries of
employees of different departments members. As EE limited marketing manager do all such roles
and task for the firm.
Slide 6
Identify potential markets: marketing managers of this company need to identify
potential markets for their products as well they need to analyze future and current trends
availing in market. The managers are identifying the demographical factors like age, income,
genders, as well as taste & preferences of people of particular areas
Receive firm root age: selling manager does both internal and external factors analysis
which influences working of an organization. By evaluating the resources company can pinpoint
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its strength and weakness.
Coach asses’ company endangerment and possibility: Outside factors can bring
chances for firm to grow in market as well as can help in increasing its market share. If firm will
analyze its opportunities then this can bring them on the top among the others as well as will
provide them with great success in future (McDaniel, 2011). So it is also a duty of marketing
manager to collect such information from other sources.
Supervising activity: The manager controls each and every activity of organization as well as of
its members. He or she is developing goals for firm so they understand better and are
experienced coach to keeping records every action takes place in organization.
Slide 7
Slide 8
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Slide 9
TASK 2
P3 An overview of 7Ps of EE limited are explained below
The concept of 7Ps include 4 traditional factors as well as 3 new elements of P which are
defined below:
 Product: According to nature of stock goods are produced and consumed by any
business (Rowley, 2011).The company EE limited make sure that the products that are
made by them must be new and should offer multiple discounts to the customer. In order
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to attract more number of buyers this company makes multiple discounts on weekly
basis. The product that is provide by the company for its customers are prepaid, post-paid
plans, Value Added Services,4G network etc. In the value added services the 24 hour
recharge facility, call divert and live portal services is given by the company. The various
features such as black list callers, video clips etc are also provided to the customers.
 Pricing: The Company EE limited provides flexible mechanism on price. The strategies
related to price are made on customer basis. So company has used good pricing strategy
during pricing of their product and services. The price of plans is also made on the
monthly basis to attract more number of customers.
 Place: This factor explains that location plays a vital role in providing the services and
goods. The firm has set up their shops in busy main streets and areas. EE Limited target
the place which is full of people as well as buyer of their goods to increase their overall
sales (Jones, 2011).It is one of the leading providers of telecommunications services in
UK. In the remote areas there is a wide and extensive presence of EE limited company.
The company also provides customer assistant stores in order to assist the customers
regarding the services that are given by the company.
 Promotion: In order to promote the product and services promotion plays an important
role for the company. After a particular period of time advertisement is modified in order
to attract both old and new buyers. In order to launch 4 G services the company
conducted promotion through advertisements which featured Kevin Bacon. During The
X-factor the advert initially aired on ITV.
 People: It is very important element of marketing mix as buyers are king of every firm as
the business resources are dependent on their choice and taste. Ultimately buyers are
leaders who can make run a company for long or can force business to get closed in very
short duration of time (Rowley, 2011). The Company has one of the best customer
support. The skilled and talented workers work at this company. The reward and
recognition is given to employees for their good work at company.
 Process: The procedure is clearly defined by company so that all the members of firm
can have clear information about each and every part of organizations as well as duties
and responsibility should be clear to them so that they can work properly for business. In
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the company a customer support number is provided to each service provider which can
be dialed from anywhere around the globe. Physical evidence: The location where service are delivered is defined properly through
score card method. A calm and soothing environment is used by firm to attract large
number of buyers (Koontz, 2010).It is one of largest 4 G service provider in Europe.
Across the country the company have around 700 retails outlet.
7P's of Vodafone industry:
 Product: It offers several of product as well as services to their customer. It includes post
-paid, prepaid network, wireless Wi-Fi as well as value added services. It is well known
company of world as they solve their customer’s problem quickly. Different VDS are
instant inquiry, recharge facility, multimedia messaging services, call divert, wait, and
hold, as well as other broad band facility in our entire world. Merchandise features such
as chat , games, clips etc are also provided by Vodafone(Mihart, C.2012.).The main
objective of the company is to guide and help customers with their needs of
communication. A wide range of tariffs is offered by the company in order to target
different segments of customer. As the customers are looking for best product quality so
Vodafone design branded devices and services according to preference and need of
customers.
 Price: The price of products and services of Vodafone is priced competitively and is
easily accessible to as many customers as possible. To beat the competition across globe
the company make sure that enhance and better quality services are provided to the
customers. For an instance in order to challenge the competition faced by other telecom
companies Vodafone provides a high speed data and good network range. As different
products and services are offered by Vodafone so it provide price structures that are
suitable for the needs of customers.
 Place: It is the leading communication industry of India. It has its presence in remote
areas where other networks can not reach .This company had used this chance in a better
way (Marketing Essentials, 2017). Through the customers care centres and shops most of
the products are sold by the company. In order to make people aware about the product
this company has opened its various branches across the globe. As well as buyers need
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are fulfill at same point of time. In UK Vodafone operates on 300 of its own stores. They
also sell through independent retailers. Almost about 75% operational areas is covered by
Vodafone. In order to upgrade the network 4G the plans are made by the company.
 Promotion: Unique technique is used by this firm like zoo zoo charter is used in
advertising the services. In order to endorse the product big celebrates like tom cruise are
roped by the company. The print and video advertisement is conducted on large scale. In
order to reach and establish trust among local customers Vodafone frequently uses local
name recognition such as Mary Kom, the well-known boxer is the global brand
ambassador of the company. The famed sports stars such as David Beckham are used by
the company to help promote its global appeal and to communicate its brand value.
To reach a large number of people TV commercials and other social outlets such
as Facebook, twitter etc are used by the company.
 People: It takes care of employees well being as well as provide them training and
education. Vodafone focuses on health and safety performance of workforce. The skilled
and talented workforce work for Vodafone. The company provides one of the best
customer supports. The company has also won the best employer awards in the year
2006.
 Process: Operation of business is very easy as customer can easily avail its services. The
customer support number is provided that can be dialed anywhere from world.
 Physical facility: It has approx. 40 mini stores in different regions as well as presence in
mountain areas.
Thus, there are many reasons which are important for organization to achieve its target as
well as business objectives.
Marketing planning process:
This operation involves five steps which are as follows:
1. Determine organizational objective: The starting point for marketing planning is the
basic objective or goals of the organization. In this stage plans as well as directions are
built for the members of organization to achieve firm objective. These plans also serve in
the evaluation of performance of the organization. Secondly firm goal should be
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