Marketing Essentials Report: Marketing Mix of Telecom Companies

This report delves into the core concepts of marketing essentials, providing an in-depth analysis of the marketing strategies employed by EE Ltd., a prominent UK mobile phone company, and comparing it with its competitor, O2. The report begins by defining marketing and exploring current and future market trends, followed by an overview of the marketing planning process, including situation analysis, strategy formulation, and implementation. It then outlines the roles and responsibilities of a marketing manager within the context of EE Ltd., highlighting the importance of interdepartmental relationships, particularly with production, finance, R&D, and sales. Furthermore, the report examines the marketing mix of both EE Ltd. and O2, focusing on product, place, price, promotion, people, process, and physical evidence, providing a comparative analysis of their approaches. The report concludes with a discussion on the importance of marketing and effective interrelationships within an organization, emphasizing the significance of these elements for business success. This report is a valuable resource for students seeking to understand the practical application of marketing principles in the telecommunications industry.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Concept of marketing with current and future trends..................................................................1
Overview of marketing planning process....................................................................................2
Roles and responsibilities of marketing manager........................................................................3
Role of marketing and its interrelationship.................................................................................4
Importance of marketing..............................................................................................................5
Importance of effective interrelationship with different departments.........................................5
TASK 2............................................................................................................................................5
Marketing mix of two companies................................................................................................5
2B MARKETING PLAN FOR EE limited.................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The marketing is a significant function which is related with the task of making products
recognisable among the consumers so that they can know about various product ranges of the
company. This is necessary that a right approach of marketing is adopted which can help in right
placing of goods and services in the market. Similarly, the marketing essentials is related with
inward marketing and sales which aids in enhancing the effectiveness and profitability of
marketing process (Ogunmokun and Tang, 2012). For this purpose, the business organisations
make efforts to apply different theories and concepts of marketing which can effectively convert
the potential buyer into actual consumer. The present report is based on marketing essentials
where different concepts related to marketing have been applied. The discussion is done on the
EE (Everything Everywhere) Ltd. Company which is a famous mobile phone organisation of
UK. The cited enterprise provides mobile phones, Internet and SIM services. By focussing on
this firm, the report will have a deeper insight of current trends that are prevailing in the market.
Besides this, extended marketing mix of mentioned organisation with another firm O2 which is a
second largest mobile phone enterprise after EE Ltd. has been explained which will help in
understanding basic to major functions of marketing (Brooks and Simkin, 2012). Apart from this,
the report will talk about the different roles and responsibilities of a marketing manager in all
these functions related to marketing. The final section of report will be closed after making a
discussion over the marketing plan for company.
TASK 1
Concept of marketing with current and future trends
The marketing can be defined as a process in which the companies take an active part to
made an influence over its customers. The basic concept of marketing entails that an organisation
should have enough potential to place its products in an attractive way so that consumers can be
made aware of its launching and special features. The EE Ltd. is following the concept of
marketing in which its major concentration is on presenting itself among customers as a
company that takes cares of its customers' demands and needs (Noel, 2016). According to these
demands and choice, services of this telecom company is based. However, the concepts use to
change as per the altering trends of market.
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As per the modern trend of market, the concept has taken a new form according to which
the organisations have started taking interest in knowing the customer's demands and their
preferences. On this basis, a marketing strategy is formulated that can depict the company and its
objectives in a true form. Thus, by following a market trend, the firms use to attain greater
market share and more revenue earning opportunities. In addition to this, the EE Ltd. Is
following societal concept in current market so as to make its customers happy and satisfied
with all its services (Brooks and Simkin, 2011). Further, the basic formula is to render social
welfare and customised services to give the clients happiness.
The future trend in marketing is going to be very advanced where a tough competition
will be manifested among different organisations. This competition will be supported by the use
of efficient and latest technologies that will make the marketing of any product highly
competitive. Thus, it is clear that the rivalry among various enterprise will be high in future to
get more market share. The stated entity will also have to focus on making concrete strategies to
survive in market successfully.
Overview of marketing planning process
The marketing planning process is based on several steps that covers entire scope of
marketing with the help of its overall scanning and researches (Forshier, 2012). Various steps
that are followed for this purpose are as follows:
 Situation analysis: The situation analysis of market is based on making a research over
internal and external business environment. Here, the marketing department of a
company can undertake an analysis through which it can gain the knowledge regarding
present situation of market and the strength of organisation against it. The mentioned
entity can take help of this step by applying models of PESTLE or Porter's five force
which will give an overview of market.
 Marketing strategy: Next step is to formulate a strongly planned marketing strategy
which will help in positioning and promotion of products in market among customers
(Bennett, 2010). A well built marketing strategy is quite useful in fulfilling various goals
and objectives of company. The said firm must focus on this step in an effective manner
so that they can gain more market share.
 Marketing mix decision: The marketing mix is basically composed of 4 Ps which are
product, place, price and promotion. In modern era, this has extended to 7Ps which
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includes people, process and physical evidence additionally. The cited enterprise must
focus on all these element as it covers the entire components of market that are crucial to
be looked upon.
 Implementation and control: The final step of implementation and control is related to
application of all formulated plans and strategies in a systematic order so that set goals
can be achieved (Jones and Rowley, 2011). The quoted firm must implement all its
formulated plans in proper way. Besides this, it is necessary to have a proper control on
all activities so that corrective actions can be taken in situation of adversity.
Roles and responsibilities of marketing manager
The marketing managers is entrusted with various responsibilities according to which he
performs different functions and make crucial decisions as well. He make strategies and
formulate plans for marketing so that he can execute it by making all its team to work upon
them. The role of marketing manager in EE Ltd. will be diverse which are enlisted below:
 Formulation of strategies: The marketing manager of company will have to make
different plans and strategies so that they can market their offers and services among
customers. For this, purpose, the manager will have to decide upon different marketing
tools and techniques through which the promotion of services can be done (Truong and
Simmons, 2010). This may include promotion through television, online website and
social media etc. The manager will take on the approach which is best suitable for
company in all ways like cost, target customers, benefits etc.
 Market research: The basic function of marketing starts with the market research on
which further processes of marketing is formulated. The manager make its team to work
upon researching the market to collect information and data on current trends,
preferences and choices of customers which can be used for developing marketing related
strategies (West, Ford and Ibrahim, 2015).
 CRM: The marketing of a company is based on maintaining good terms with its
customers. The marketing manager is wholly responsible to make good relationship with
customers so that they can be retained and made brand loyal. For this purpose, a number
of strategies can be applied like supplying them various information related to new offers
launched by organisation, providing any new service and scheme based on their usage
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etc. In this objective, the firm will have to keep a database of the customers so that they
can keep in touch with valuable customers.
 Enhancing value of brand: The marketing manager has the responsibility to take some
concrete steps that can help in enhancing brand value of company, this is done through
advertisements and other similar strategies so that position of firm can be recognised as a
successful brand can be presented (Potter, 2012).
Role of marketing and its interrelationship
The marketing department cannot run on its own without making an interrelationship
with its other departments of the firm. It is evident that each department of an organisation is
dependent on other for different tasks. Hence, marketing manager is responsible to make a
balanced coordination between all departments so that tasks can be performed effectively. The
marketing department's interrelationship with other departments can be understood in following
section:
 Production department: The production department has the responsibility of making
products and services after getting the information from marketing department to produce
units of particular quantity. For this purpose, the marketing division have to make a close
contact with this section so that a proper stock of required products can be maintained
(Reijonen and Laukkanen, 2010).
 Finance department: The finance department help the marketing sector by preparing a
budget which is used as a reference by the marketing manager to decide upon various
expenses to be done on advertisements, promotion, research etc. thus, manager of both
department make decisions related to budget with coordination.
 Research and development: The R&D department makes research of market to collect
different relevant data and information. They process this data and make it meaningful so
that it can be passed to marketing department. Thus, this processed information is used by
the marketing manager in taking decisions related to marketing and production
(Ogunmokun and Tang, 2012).
 Sales: The sales department of cited enterprise is one who directly deals with customers.
Thus, keeping contact with this department is essential so that sales executives can give a
pack of useful information related to customers demands, their complaints etc. which are
necessary to be addressed by marketing section.
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Importance of marketing
There are a number of factors due to which the marketing function has been considered
as a crucial function of any company. With reference to EE Ltd. This function has a considerable
vitality for gaining several advantages. Thus, different promotional activities related to product's
and services marketing reflects towards different importances which are highlighted below:
 Creation of goodwill
 Enhancing brand value of organisation
 Boosting of sales and revenues
 Managing relationship with customers
 Maintaining interrelationship with different departments (Noel, 2016).
 Development of customer base
 Increasing customer loyalty
 Gaining more market share
Importance of effective interrelationship with different departments
The given scenario of EE Ltd. Company has pointed out towards the issue of cross
functional communication and marketing orientation within workplace. This situation is
obviously damaging the firm's growth aspects and opportunities. Thus, it is necessary to maintain
a better relation and coordination between different sections so as to achieve effectiveness in
tasks (Forshier, 2012). Thus, the significance of this interrelationship for said enterprise can be
enhanced by marketing manager through some of the effective steps which are as follows:
 The manager must make provisions for development of channels that can enhance an
easy communication between all departments so that decisions of specific importance can
be taken directly without any barrier.
 Any significant decision related to product or service that can have impact on other
departments must be communicated to all departments through a systematic procedure so
that chances of confusion can be avoided.
TASK 2
Marketing mix of two companies
The marketing mix is an important as well as significant task that can help in
understanding the market process and various decisions related to it (Jones and Rowley, 2011).
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For having a better insight on extended marketing mix concept, two different organisations have
been selected so that a detail overview of all elements can be done. For this purpose, marketing
mix of EE ltd. Along with the second largest telecom firm of UK, O2 has been taken for
discussion.
Marketing mix of EE Ltd.
 Product: The product is a basic necessity for marketing in which a consumer either buy
any goods or the service of company. As per this, the EE Ltd. sells its product like SIM
cards, internet services, broadband service, mobile phones, tablets etc. It is also evident
that the mentioned entity is also active in network providing through which it has made a
commendable progress in market of UK. The mentioned firm was the first one to launch
its 4G services with largest number of consumers in Europe (West, Ford and Ibrahim,
2015). The cited enterprise has made its success in all its products and made itself
acceptable by a large number of consumers through its correct adoption of marketing
concepts and need identification of clients.
 Place: The place mix of an organisation depicts the significant part as it decides the
number of customers that a company will have because of its easy accessibility. Thus,
through making plans for place mix, the organisation will have to decode over its
distribution and supply chain. As per this, the company will need to focus on its different
supply chain strategy (Reijonen and Laukkanen, 2010). Besides this, in present time the
best medium through which the firms can reach to its customers easily is online websites.
The mentioned entity keeps in touch with all customers through its E-commerce site.
Moreover, it has various physical outlets as well because of which the enterprise has
made a good place in customer's mind.
 Price: The price is a most significant factor that can impact selling of products and
services to a large extent. The price must be fixed by firm which are competitive and
according to ability of customers. Thus, it can largely impact sales of organisation. EE
Ltd. keep the price of its all products and services at competitive rates that can be easily
afforded by its clients (Brooks and Simkin, 2012).
 Promotion: The promotion is a significant task which is related to marketing in which
companies make efforts to promote their services towards their customers. It is evident
that EE Ltd. makes its promotion through various tools like online websites, print media,
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television etc. at a large scale so that they can become a recognisable brand among the
customers. The said firm can also do its marketing through social networking sites like
Twitter, Facebook, Google etc. which will help the firm to get a better response. Besides
this, it is evident that the stated enterprise has launched the 4G service for first time so,
this can be used as a promotion for the entity between customers.
 Physical evidence: The physical evidence of any product or service can be highlighted
through its appearance and way of presenting in the outlets or delivery places (Noel,
2016). It is often seen that they make decision for buying after a long thinking. Therefore,
it is necessary that organisations offer their products to clients in a better way that can
help them in making right decision over chosing the products and its evaluation. This is a
great step towards product’s success.
 Process: The experience of using any product or service is executed on later stage. Before
that, it is necessary that the process followed for making products reachable till the
customers is performed in a better way. The EE ltd. makes its al products accessible to all
clients through best processes so that they can be convinced to buy their services
(Bennett, 2010). Besides this, it is also vital to note that all processes are placed through
accessible places.
 People: The people aspect of any product mix is related to the employees of a firm. In EE
limited the company takes good care of it’s people by providing them different benefits
like promotion , rewards , training and other incentives. The employees of the company
are expected to work in harmony with each other for the overall development and health
of the company. Besides these it should also necessary to make sure that people are
provided with the best services and provided with outstanding maintenance and deliver
satisfactory and impressive response to their grievances (Truong and Simmons, 2010).
Marketing Mix strategy of O2
 Product: product service of O2 are mainly designed for the personal and business purpose
. on the basis of customer rank o2 is the one of the best product with high efficiency.
Company provide effective tariff plans. In this telecommunication network internet speed
has sated on 2g,3g,4g along with high speed connectivity. O2 is one of the high speed
connectivity network which are attract large number of customers. Apple had tie up with
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O2 in 2015, that is very beneficial for the O2. It will lie to create a competitive advantage
in current market and generate high revenue. This product is very effective and user
friendly where customer easily operate all these products (West, Ford and Ibrahim,
2015).
 Place: placing of product is major factor of the any organization. Accurate product
placing is helpful to their organization . this company placed has strategically located
itself in the UK with 450 dealers all over the UK. This strategy I helpful to attracting and
communicating large number of audiences and target loyal customers. This thing also
beneficial for the resolving spontaneous issues and provide services as effectively. This
thing is different from the other one’s and it will help to managed effectively. It aid to
provide quick services where customers can be impressed and this thing laid to develop
viral publicity.
 Price : O2 aims at its customers and market thereby choosing the price for the customers.
So in that company provide effective price according to their different class of customers
(Reijonen and Laukkanen, 2010). They set low, affordable as well high price. This thing
will create a large impact on the whole process of the organization productivity. With the
help of this strategy company improving their productivity. Which laid on the increasing
profitability.
 Promotion: promotion is necessary for any kind of product. With the help of product
company introduce their new or existing product range and attract large number of
customers. Promotion is help to increasing their productivity and profitably. Focusing on
the current market situation O2 chose various promotional activities to targeting large
number of audiences. O2 use newspaper adds, social media, and many more promotional
tools which are help to introducing their product in current market place. Effective
promotional activities are create a render impact on the whole organizational
productivity. O2 mainly focus on customer feedback activity where they generate
information about offering services and find areas which has to need some developments
(Makvandi, Aghababapoor and Mondanipour, 2013). This company has also promote
their product with some offering new technology advancements and provide concerning
benefit with tariff plans. So customers will attract with all these kind of things and buy
their product.
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 People: target market and people are directly connected to the business. In this strategy
company set their target segment where they communicate its products and services. In
this strategy O2 company has focus on their employees where they treat them as like a
part of family because he is the one persons who generate profit for their oganisation and
only those person who help to introducing product in marketplace.
 Physical Evidence: The Management of the company and how it handles the major and
minor problems it faces can have a huge impact on it’s overall business (Niffenegger,
2013). The way O2 company handled and managed such situations could be a strong
evidence to the integrity and working of the company.
 Process: An important marketing strategy is the deliverance and quality of the product. It
can have huge implications on the consumer’s trust in the company. Best quality products
delivered within the said time span in good condition leads to positive feedback from the
customers which enhances the company’s position. The company O2 has been successful
in providing best quality products in optimal time assisted by online presence , which has
lead to increased goodwill of the company (Akturan and Tezcan, 2012).
2B MARKETING PLAN FOR EE limited.
EXECUTIVE- Marketing plans are formed so that sales objectives of EE limited can be
accomplished. Operations of the company are carried out in telecom industry and company
works for offering superior quality services for its business consumers (Makvandi,
Aghababapoor and Mondanipour, 2013). Marketing plan will support for enhancing sales and
profitability of the company. Resources and budget is also allocated to the accomplishment of
marketing objectives and it will provide a effective medium for gaining goals of advertising and
promotional activities.
COMPANY OVERVIEW :- EE limited works in telecom industry and it offers superior quality
products and services for its business consumers. Presently company is operating through its 520
retail stores. EE limited is working with the objective to be market leader in the industry so that
market share of the entity can be enhanced.
CURRENT MARKET SITUATION ANALYSIS :- EE limited is operating in telecom sector
and it is an leading organization that offers services to consumers through its 520 retail stores.
Telecommunication industry is facing intense competition and due to that it has become essential
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to offer superior quality products to the consumers. Many leading firms are operating in this
sector which is creating challenge for EE limited to maintain its existing market position.
INTERNAL ANALYSIS – Operational practices that are performed in the company are well
managed. Manpower inventory of the organization is well educated and qualified staff members
are serving in the company which makes it easier for carrying out the required functional
activities in effective way (Akturan and Tezcan, 2012). Use of innovative technology is taken in
the company for managing the business function in innovative way.
EXTERNAL ANALYSIS
Political :- Rules and regulations that are formed by the government are mandatory to be
followed.
Economical :- Fluctuation in economical conditions of nation gives impact on the overall
functioning of EE limited.
Social :- Changes in need and preferences of buyers gives impact on the development of
products and services that are offered by the company.
Technological :- Regular advancements are happening in technical sector which gives impact on
the overall performance of the business.
Environmental :- changing environmental conditions also gives impact on the operational
activities that are performed in the entity.
Legal :- It is critical that all the business activities should be performed in legal and lawful
manner. EE limited carry out all the functional activities in lawful way.
SWOT ANALYSIS :-
This tool helps in assessing weak performing areas of business and identifying opportunities that
are available for the organization (Albayrak, Aksoy and Caber, 2013). Presently company is
leading group in telecommunication sector. Company has options for expanding its business in
new market areas so that profitability and growth of the company can be enhanced.
OBJECTIVES :- Major objective of the marketing plan is to enhance the existing sales to 2 % in
coming financial year.
STRATEGY :- Attractive advertising and promotional schemes have been launched by the
company so that consumers can be attracted for selling products and services of the company. In
addition to that use of social marketing platform also have been taken for making consumers
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aware about the attribu£100 billion tes and features of goods and servives that are being offered
by EE limited.
SEGMENTATION, TARGETING AND POSITIONING :- Pschographical segmentation criteria
will be used and consumers will be targeted on the basis of age, religion, educational
background, financial status and gender. All the strategies and action plans will be formed
considering the needs and preferences shown by buyers. This segmentation criteria will support
for making strategies and promotional schemes by keeping the preferences and need of buyers at
the focal point (Chaffey, Smith and Smith, 2012). Consumers will be targeted by making
attractive discount schemes and it will aid for making consumers awrae about the services and
products that are being offered by the organization.
TACTICS AND ACTIONS :- Company will make use of strategic approach for accomplishing
the objectives and goals that have been set in the marketing plan. Initially emphasis will be given
for designing attractive advertisement and it will support for making consumers aware about the
diverse range of products and services that are being offered by the company. Use of different
sources such as newspapers, radio, television and internet websites will be done for giving
advertisement of the company. It will render an effective medium for making consumers aware
about the various services that are offered by the company. Moreover, more number of £100
billion consumers can be made aware about the attributes and features of the products that are
being offered by the company. Existing marketing objectives of the firm will be achieved and
profitability and revenues of the enterprise will be enhanced. Use of social media platform will
also be taken so that young consumers can also be attracted and it will help for providing better
opportunities to the people.
BUDGET :- It is assertive that proper budget should be allocated so that required marketing plan
should be executed in proper manner. It becomes responsibility of finance department that
necessary resources and funds that are required by marketing people should be made available so
that all the required marketing activities can be performed as per the schedule. In the present
marketing plan budget of £10 billion has been kept so that advertising and promotional activities
can be performed in effective way. It is vital that allocation of funds also should be done in
proper way so that all the tasks and activities can be completed.
CONTROL :- It is critical that all the functional activities that are needed to be performed in the
marketing plan should be accomplished as per the requirement (Niffenegger, 2013). Monitoring
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of overall marketing plan is essential and it supports for assessing the weak performing areas. It
provides opportunities to the marketing manager to make changes in the marketing plan as per
the requirement. There are various methods that could be adopted for controlling the overall
marketing process and use of Gantt chart provides most effective medium for scheduling the
activities in better way.
CONCLUSION
Summing up the present report it can be concluded that it is vital that marketing plan for
an organization should be made in systematic manner. Data and information needs to be
collected from authentic and reliable sources so that marketing plan can be made in effective
way. It is also vital that budget and other necessary resources should be allocated so that required
objectives of marketing plan could be achieved. EE limited has option for making use of social
media marketing so that more number of consumers can be attracted to sale products and
services of the company.
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