Principles and Practices of Marketing: An Analysis of EE's Strategies

This report provides a detailed analysis of the marketing strategies employed by EE, a prominent British mobile network and internet service provider. The report begins with an introduction to marketing principles and practices, emphasizing the importance of strategies like the marketing mix. It then delves into EE's background, highlighting its market position and competitive approaches. The core of the report focuses on EE's promotional mix, examining its advertising strategies, including transit and retail advertisements, and its public relations efforts, such as community engagement and press releases. It also explores sales promotion techniques like discounts and flash sales, and events and experiences, including CSR activities and partnerships with organizations like UNICEF. Furthermore, the report discusses personal selling methods used by EE. The report concludes by summarizing the effectiveness of these marketing strategies in enhancing EE's market presence and customer base, providing a comprehensive overview of EE's approach to marketing.

Principles and Practices of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Background related to marketing strategies of the company......................................................3
Promotional mix of EE................................................................................................................4
CONCLUSION .............................................................................................................................20
REFERENCES .............................................................................................................................21

INTRODUCTION
Marketing principles and practices are defined as multidimensional activities under which
numerous areas are covered for customer marketing. This is associated with numerous activities
such as situational analysis, introduction of marketing strategies and objectives as well. Product
development, STP activities and many more. These are some primal principles that can be used
by businesses in order to enhance their profit and sales such as marketing mix activities of
product, price, place and promotion (Wood, 2016). By the use of these promotional functions
effectiveness and efficacy of marketing strategies can be enhanced. On the other hand marketing
principles and practices are defined as the statement in which prominent path is being created by
the business for attaining proper guidance. This report is related with marketing principles and
practices which are used by EE. EE is a British mobile network and internet service provider. As
of may 2020 the company is holding biggest share in the market and in their industry. EE was
founded in the year of 2010 and headquartered in UK. EE is the no.1 network with superfast 5G
and 4G networks. The company is providing connectivity solution to business such as Wi-Fi
calling facilities, device recycling facilities, EE tv, 4GEE Wi-FI to their customers. EE is offering
their product on competitive prices so as to enhance their market presence and to grab high huge
customers as well (EE UK. 2020). Revenue of EE stands for $480 Million for the year of 2020
and they are operating whole of their operations with 1600 proficient employees those are
dedicated to meet objectives of the company.
MAIN BODY
TASK 1
Background related to marketing strategies of the company
EE is a British mobile network operator company which was founded in the year of 2010.
The company is rendering services related to mobile network and internet to their customer at a
very intense manner and size. EE was formed under a joint venture and in May 2020 EE was
renowned as the largest mobile network service provider which is having customer base of 29.2
million customers. EE is enhancing market size of their customer by rendering competitive
services and using prominent marketing strategies in order to compete with market situation
(Porral and Stanton, 2017). Approaches like advertising, sales promotion has been used by the
company for attaining major objective of enhancing customer base and to dominate overall
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market by making robust position in their industry. For this company is running appropriate
promotional campaign so that they can secure their market position and sustain as well. EE is
known as a valuable organisation which is working to enrich life of their customers by providing
them services through which they can stay connected to each other. The company is rendering
prominent services at competitive prices so as to deal with market competition in an effective
manner and to raise overall standard of society. They are market leader and known for quality of
services along with low prices. EE is working upon the principle of paying less and grabbing
more customers. In the industry of mobile service provider marketing strategies are helpful in
managing the business in most effective manner (Eiseman, 2018).
Promotional mix of EE
EE is working to provide diversified services to their customer by offering them
competitive services along with economical prices. The company was founded in 2010 within a
joint venture headquartered in UK.
Promotional mix is defined as the method which is used the business in order to promote
their business in the market and to get results of their used marketing tactics as well. Promotional
mix is used by EE in order to get assistance over marketing activities and to attract large pool of
customers as well. The marketing consultant of EE is adopting various promotional and
marketing techniques in order to measure business performance and to inhale business
development process. Some of the process which are used by EE are elaborated as under:
2.1 ADVERTISING
Transit advertisement: This is known as the advertisement which is displayed at public
transportation such as trains, buses and many other places. On the other hand these
advertisements are displayed over subways, railway station, airports and other places too. This is
a static advertisement which cannot be in slide format and remains stable.
Retail advertisement: This is known as the advertisement which is displayed at public
places such as stores, malls, shopping centre and many more. This is a wide format of advertising
which is placed at walls and roofs. This creates high level of brand awareness which is helping
their customers to buy services of the company (Hu and et. al., 2019).
The major message spread through advertising by EE is to provide awareness regarding
usage of internet and mobile networking. Brand signal for EE is that they are renowned for their
quality and superiority so at the time of selecting advertising channel EE is focused on showing

quality aspect of their services. Advertising campaign of the company is helping them to meet
their ultimate objectives in lesser period of time. EE is focused in making effectual advertising
which helps the company to grow at an optimal pace in order to deal with their competitors.
2.2 PUBLIC RELATIONS
According to a news published in The Guardian, the strategy adopted by EE is named as
“Aggressive” that means EE is trying to make their customers to stay updated with latest
technology which is coming in the market. On the other hand EE is opting for competitive
pricing in which the company is observing pricing strategy used by their competitor such as
Vodafone in order to make effective relationship with their customers.
EE has released a press issue in which sports viewing services are being launched by
them. This feature enables their customers to inhale game changing experience of augmented
reality and 360 degree experience of match. Reception areas: This is known as the area which is front face of the company. Under this
EE is highly focused on establishing prominent communication with their customers so that
they can stay connected with the company. At reception area of offices of EE the
management team is providing friendly environment to their customers so that to enhance
goodwill in the marketplace (Esoimeme, 2018).
 In external spaces: This is regarded as the space which is existed outside the office area. EE
is using various promotional approaches in order to make prominent relationship with their
customers. These promotional activities are boosting their sales and profitability as well.
Some of the methods which are used by EE are elaborated as under:
Billboards: This method is related with advertising and using print media for the same.
By using this method EE can make prominent relationship with their customers and attract them
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to make buying decisions. This method is treated as the most basic method but yet this is highly
effective in order to meet their objective of placing effective marketing strategies and making
friendly relationship with their customers.
EE is a prominent organisation of UK so the company is pertained with high brand image
as well. In marketplace EE is associated with high quality service and customer belongings so in
their press releases company is promising to improve and manage their service quality. With the
use of public relation EE can make effective relations with their customers so efforts can be
exhibited for retaining them for longer duration.

Figure 2.2
As seen in Figure 2.2, EE is offering special Christmas Deals in which attractive deals are
being provided by EE so as to promote their sales and make high sales. The major offer
introduced by EE is that shoppers can select their own range of monthly smartphone plans and in
lieu of this smartphone accessory will be given to them as a complementary gift. On the other
hand huge discount on tablets and and mobile broadband is being provided in order to boost sales
during festive season.
2.3 SALES PROMOTION
Sales promotions are known as the tools which are used by businesses in order to boost their
sales and attain a positive impact over profitability. Sales promotions are providing reflective
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impact on sales of EE and their market prominence as well. As the company is a service provider
so they are providing additional services and discounted services to their customer in order to
boost their sales. Some of the methods which are used by EE are explained as under:
Discounts: This one of the major tool which is used by EE in order to enhance their sales.
Under this the company is providing their services at discounted rates so as to grab attention of
mass audience and to retain them for longer period of time (Dharanikota, 2017). This method is
helping EE to meet their obligations as well as customer expectations in direct manner.
Flash sales: Flash sales are defined as discounted sales which are held only for a limited
period of time. In this context EE is keeping festival sale in which their services are sold at high
discounted prices. This is advantageous for them in making profit and enhancing customer base
as well (Reeves, 2017).
By using sales promotion tools EE can promotes sales of their offered services to their
target customer. On the other hand these practices are useful for the company in meeting their
objectives in effective manner. Discounts and flash sales are effective tools which are used by EE
in order to amplify their sales and attain higher profits.
Figure 2.3
According to Figure 2.3, EE is trying to pitch more customers by giving additional
rewards over every recharge of plan. Under this on the basis of purchase flash discount coupons
are given to user in order to encourage them for making more sales.
2.4 EVENTS AND EXPERIENCES

EE is highly focused on providing benefits to their society and for this so many CSR
activities are carried out by them. For this EE is trying to minimise carbon wastages to 80%
which is caused by their mobile towers. On the other hand EE has targeted to eliminate their
share in global warming by 2°C and for this they are adopting low carbon vehicles in their fleet
and decreasing carbon intensity within building. Besides this EE is engaged in recycling
activities of phones and household batteries this is treated as CSR movement and helping them to
catch attention of their customers. For community EE is arranging volunteering activities for
their employees in which digital skills are improvised. Similarly EE is managing long-standing
relationship with UNICEF and by this EE is contributing for wellness of their society. These
steps taken by EE are leading them to path of attainment of their marketing objectives (OUR
COMMUNITIES. 2020).
Figure 2.4
According to Figure 2.4, this is shown that EE is an active member of UNICEF in which
the company is contributing for well being of society in optimal manner.
2.5 PERSONAL SELLING
Personal selling is defined as selling of any product and service by using face to face channel
of communication. In the context of EE they are a service provider so sales personnel of the
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company is required to pitch their customer so that to persuade them for buying process. Under
this aspect sales person of EE are strongly focused on executing direct communication with
customer so that any problem faced or felt by customer can be solved at prompt manner. There
are various events which are being sponsored by EE in order to grab customer attention and their
retention as well.
Personal selling is assisting EE in meeting targets of the company and pitching higher
customers. As the company is a service provider so personal selling is one of the major tool
which is being used by them in order to promote sales.
Figure 2.5
According to Figure 2.5, EE is keeping distinct portfolio of their loyal customers in
which personal mails and messages are being sent to customer in order to pitch them and provide
them additional offers to retain them for longer time.
2.6 DIRECT MARKETING
Direct marketing are known as the method which are used by businesses in communicating
offer to their customer by using direct channels and eliminating any role of mediators. In the
context of EE the company is using email marketing in order to convey offers to their customer
so that they can manage portfolio of their customer in prominent manner. On the other hand the
company is engaged in providing newsletter to the customer in which whole brief of activities
performed by them during the year has been added so that to maintain transparency with their
customers. These movements of EE are eliminating any sort of barriers in connecting with their
customer so as to enhance trust of their customer in company.
With the help of direct marketing EE is establishing direct communication with their
customers so as to provide them customised services. Similarly EE is trying to meet their

objectives in such a manner that positive results can be drawn from executed activities (More
reasons to choose EE. 2020).
2.7 INTERACTIVE MARKETING
Interactive marketing is defined as event driven marketing in which various initiatives are
taken by the organisation in order to trigger customer in direct manner. In this customer
preferences are examined and then campaign based marketing efforts are arranged by the
company. In the context of EE they are focused on putting additional efforts on interactive
marketing so as to recognise needs and inclination of their customer in proficient manner and
place their services accordingly (Hackley and Hackley, 2017). Under this various quizzes and
polls are organised by EE so as to know perception of their customer and accordingly modify
their services.
This marketing is based on event activities which helps the company in making
prominent interactions with their customers by which needs and demands of them can be
understood by marketer in effective manner. Besides this these activities are helping
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2.8 WORD OF MOUTH MARKETING
This is related with marketing activities which takes place by customer in which they share
their positive experience regarding product or services which is being used by them to their
friends or known. This is regarded as effective marketing strategies as customers are prone to
believe persons belongings to them. In this context EE is emphasised on providing remarkable
experience to their customer so that to enhance probability of mouth publicity. This enables them
to grab attention of mass audience and enhance their customer portfolio over service quality.
Service company such as EE is facing high impact of word of mouth marketing in which
customer can be pitched by them without making any additional efforts on marketing. This is
helpful for EE in attaining prominent position in the market.
Figure 2.8
According to Figure 2.8, EE is highly emphasised on publicity based on word of mouth
in which YouTube Influencers are used by them so as to provide real opinion regarding their
services and to pitch more customer as well.
2.9 SOCIAL MEDIA MARKETING