Marketing Essentials: Analysis of EE and Three Mobile Strategies

This report provides a comprehensive analysis of the marketing strategies employed by EE and Three Mobile, two prominent telecommunication companies in the UK. It begins with an overview of marketing essentials, discussing the importance of marketing, the various elements that can be marketed, and current marketing trends in the telecommunications industry, such as discounts, wearable gadgets, and storytelling branding. The report then delves into the marketing process, analyzing market opportunities, developing marketing strategies (including segmentation, targeting, and positioning), and the marketing mix (product, price, place, and promotion). It explores the roles of marketing managers and the importance of interdepartmental relationships, including how marketing interacts with R&D, operations, sales, and finance. Task 2a focuses on extending the marketing mix to include people, processes, and physical evidence, comparing EE and Three Mobile across product, price, and place, highlighting their strengths and weaknesses in the competitive landscape. The report examines the effectiveness of extended marketing mix, and presents an overview of both companies' approaches to product offerings, pricing strategies, and distribution channels. The report concludes with a comparative analysis of EE and Three Mobile, offering insights into their marketing strategies and competitive positioning.

Marketing Essentials

Contents
Task 1...............................................................................................................................................3
Task 2a...........................................................................................................................................14
Extending marketing mix of EE & Three mobile..........................................................................14
Conclusion.....................................................................................................................................19
Task 2b...........................................................................................................................................19
Executive Summary.......................................................................................................................19
Company overview........................................................................................................................21
External Environment Analysis ....................................................................................................21
SWOT Analysis.............................................................................................................................23
Marketing Objectives and Planned Strategies...............................................................................25
Segmentation, Targeting & Positioning (STP)..............................................................................27
Marketing tactics............................................................................................................................27
Financial Budget............................................................................................................................28
Tactics............................................................................................................................................29
Conclusion.....................................................................................................................................29
Reference.......................................................................................................................................30

Task 1
Slide 1

Slide 2
Speaker Notes:
Marketing plays an important role in the growth of a company. It is important for every
organization to get its product or services well marketed. It is the activity where the
customers are approached in such a way that they end up purchasing the product or they
become potential customer for the company. According to the definition proposed by
Philip Kotler, there are various things that can be marketed such as, goods, services,
places, experiences, events, person, properties, information, organisation and ideas.

Slide 3
Speaker Notes:
The marketing strategies are made by the companies considering the market strategies of the
competitors. Therefore, current marketing trends going in the telecommunication market are:
 Giving discounts on services to the customers. EE ltd. Can give discount on current data
plan, special recharge plans etc. It helps to attract the customer.
 Various customer wearable gadgets can be provided by EE ltd. With the handsets being
offered by the company.
 Storytelling branding is when the product is branded linking with a story to it, it makes
the viewer take interest in the advertisement.
 Customer's data mining is when potential customers are approached rather than tapping
the whole market.
 Tapping the customers on social media platform.

Various future trends can be such as building a branding community, tapping the
customers by taking experts comment on marketing, using attractive and lucrative design for
marketing, making sports club for the customers of EE ltd. and mining the data based on
behaviour and psycho graph of the potential customer.

Slide 4
Marketing Processes
Analyzing Market Opportunities: The initial constituent of a marketing process is to analyse
the market with the intention of finding openings. These openings refers to the needs of the
customers which are not fulfilled by the prevailing products or services. On the other hand,
companies have to study the other competitors to assess the probability of doing good in the
market.
Developing Marketing strategy: This phase of marketing process discusses the selection of the
target market. After examining the market companies carefully analyze and choose the final
customers. In this regard companies follow certain steps like-
• Market Segmentation: According to Business Dictionary, The process of defining and
subdividing a large homogeneous market into clearly identifiable segments having similar
needs, wants, or demand characteristics. Its objective is to design a marketing mix that
precisely matches the expectations of customers in the targeted segment.
The four basic market segmentation-strategies are based on behavioral, demographic,
psycho graphic, and geographical differences.

• Market Targeting: According to Smart insights (2013), the list below refers to what’s
needed to evaluate the potential and commercial attractiveness of each segment.
• Criteria Size: The market must be large enough to justify segmenting. If the market
is small, it may make it smaller.
• Difference: Measurable differences must exist between segments.
• Money: Anticipated profits must exceed the costs of additional marketing plans and
other changes.
• Accessible: Each segment must be accessible to your team and the segment must be
able to receive your marketing messages
• Focus on different benefits: Different segments must need different benefits.
• Market Positioning: A positioning strategy is a thoughtful branding plan or process that
functions on the representative levels of consumer consciousness, where meanings and
associations really hold weight. A market positioning strategy is assembled on business data
and seeks to compose the exact chain of words to balance concepts of differentiation,
distinction, and comparison in a integrated brand-narrative.
Developing Marketing Mix: After developing the marketing strategy of a company, this step of
process initiate the marketing mix. Marketing mix is composed of variables of market that is
mixed by company with the purpose of generating preferred response in the targeted sectors.
Marketing mix is composed of the following four P’s-
• Product: It refers to the of the customer’s need.
• Price: Setting price sensibly with respect to the customer behavior is essential for
the company.
• Place: This step of mix refers to the availability of the product. And decides that
where the customers will purchase the product
• Promotion: Branding, campaigning and communication is the primary concern of
this phase of marketing mix.
Implementing strategies and marketing mix & give feedback:
• Implement the marketing strategies and marketing mix.

• Try to recognize the internal strengths and weaknesses along with the external opportunities
and threats.
• Provide customers expected after sell services.
• Assess the performance of the marketing processes.
• Take necessary remedial steps to ensure the accomplishment of marketing objective.
References:
• Business Dictionary, Definition http://www.businessdictionary.com/definition/market-
segmentation.html
• Smartling, Market positioning strategy, https://www.smartling.com/market-positioning-
strategy/
• Smartinsight(2013), by Annmarie Hanlon, http://www.smartinsights.com/digital-marketing-
strategy/customer-segmentation-targeting/segmentation-targeting-and-positioning/

Slide 5
Speaker notes: The main role of a marketing manager is after plan the marketing activities in
such as way that it helps to achieve organizational goal. Developing promotional techniques and
campaign to promote none product of EE ltd to a large customer base. Framing the shape of
various marketing campaigns. Understanding the customer's needs and preferences so that
external opportunities can be tapped in a better manner. Assess the marketing strategy and
evaluate that whether the activities adopted for marketing are able to fulfill the core objectives of
the entity or not. A proper understanding of the internal and external chances and the assessment
of the needs of the customers should be kept in mind. After organizing various campaigns,
proper evaluation of it is also necessary to check how beneficial they remained for the company.
The level of interaction with the other departments of EE is also essential. The final stage
involves the assessment of the utilized marketing strategy in comparison to the marketing
objectives of the company.

Slide 6
Speaker notes: Research and development department to the organization helps to assess the
needs of the customers and find what is majorly preferred by them. Further actions can be
depended it. The most important job is of Operations department as they deal with making the
solution a reality. This department gets help by the operation department. It assess the current
demand of the market and it outlines the production volume. Operations management helps to
convert the job into reality by bringing it into action. The relation ship between marketing and
sales department is that extensive marketing helps in generating high number of sales for the
company. With the help of high sales revenue company tends to generate elevated finance and
take key decisions of investment as well. Finance is also an essential department for forecasting
the sales. This is the only department which manages the sales over other departments.

Slide 7
Speaker Notes: Marketing helps to understand the behaviour of the customers which is vital part
in order to elevate the sales of EE ltd. It can to assess the competition between the company as
well it competitors so that the marketing strategies adopted can compete in the market. It will
build a strong brand value for EE ltd. It will help in achieving the core marketing and sales
objective as well as targets for EE ltd. It also helps in making a strong and loyal base for the
customers and the sustainable growth of the EE Ltd. An another phase of responsibility of
marketing is EE sales. Marketing helps in increasing the overall rate of the sales.