Table of Contents
2.0 Promotional Mix and Activity of BT.
2.1 Advertising and marketing strategies.
2.2 Public Relations and Publicity.
2.3 Events and experiences.
2.4 Personal Selling.
2.5 Direct Marketing.
2.6 Interactive Marketing.
2.7 Word of Mouth Marketing.
2.8 Social Media Marketing.
3.0 Model 1: AIDA Model
3.1 Definition of model
3.2 How BT applies the AIDA Model
3.3 Evaluation of effectiveness.
4.0 Model 2: Push and pull strategies.
4.1 Definition of model
4.2 How BT applies the Push and pull strategies.
4.3 Evaluation of effectiveness.
The business success mostly depends on the process application of the several multi-dimensions models of promotion of the products in the market. This model application includes several theories and strategies by the companies to grow in the marketplace. Every business’s dreams are set to attain optimum success in the marketplace by making adequate profits and revenues for the companies. British Telecommunication (BT) is a UK-based multinational company that operates a worldwide holding business which was founded in 1846 as the Electric Telegraph Company is the world’s first public telegraph company. The company is headquartered in London, United Kingdom. The company operates its business in around 180 countries worldwide. BT is the largest fixed-line and broadband provider in the UK and mobile technology services provider. The business also provides broadband, telephony and subscription television services in the UK with over 18 million customers. The British Royal Family considered the BT as the Royal Warrant holder and consistently listed on the London Stock Exchange as primary share and secondary on the New York Stock Exchange.
This report discusses the various promotional activities as promotion mix in the first section describing segmentation, positioning, targeting, branding etc. approaches to rank in the marketplace. Secondly, it discusses the AIDA model of sales promotion from the company’s perspective and shows how BT can apply the model in business procedures. Thirdly, the report discusses the push and pulls strategic model implementation in the business operation.
2.0 Promotional Mix and Activity of BT
2.1 Advertising and marketing strategies
Advertising procedures of the business can be brought by application several processes and functional operation of the business activities like social media platforms, banners, posters, print and electronic media advertisement to target the customers and sell the sales of their targeted products. These approaches are summaries as below:
Market segmentation is the process of setting new departments and outlets by new products or services which require the same interests, sales, needs from the consumers at different locations (Rajalingam, 2020). Segmentation happens by the company BT considering the customer needs in different types like psychographic, demographic, geodemographic or behavior graphic etc.
Targeting is the common feature of the business of their loyal customers in the definite areas near to their outlets. This helps the company to design its products as their targeted customer needs and choices (Rajalingam, 2020).
Position creation is the ultimate goal of the business by which the company sets targets; reschedule their responsibilities, processes operating on a regular basis activity (Rajalingam, 2020). The owners of the business along with the managers work earnestly to attain business rank in the marketplace.
Branding is a marketing practice with unique and original products by the company manufactured in their industry and thus the company creates a symbol, a name, or design that is easily recognizable as going to the company like BT (Wittock, 2019).
Ansoff’s growth strategies
This is a very innovative model of marketing strategy and business promotion. Penetration is entry newly in the existed marketplace. Gradually the company develops the market as a fresh company and new products (Fortin, 2017). Diversification is necessary for the fulfillment of the customer choice and needs as their cultures, tradition, behavior etc. BT applies this model in market segmentation.
Figure: Ansoff’s growth strategies Source: Fortin (2017)
Porter’s generic strategies
This scientific model of marketing mixes describes in which process a company attains competitive advantage from its chosen market scope and made the customers loyal for the products of the definite brand and company like BT. Cost leadership involves the business winning market share targeting and appealing to price-sensitive or cost-conscious customers. This is attained by having the lowest charges in the target market section, or at least the bottom price to value.
Marketing mix strategies
|Marketing mix||Strategies and activities of BT|
|Products||In Roger’s Diffusion Innovation five kinds of people contribute to the business directly or indirectly to sell, develop, and consume the products. A product life cycle moves from production to decline. Someday, the taste and color may lose their appeal to the customers. The suppliers of the original raw materials and thus impact the business (Ray and Yin, 2019).|
|Places||Bricks and clicks where the company uses the brick method to sell products in a physical shop and online (clicks) presences, sometimes with the third extra media (Lindström, 2018). Additionally, many companies will also offer mobile applications and social media platforms for ordering and mobile phone apps, or at least offer telephone sales support.|
|Prices||Prices can differ at different levels of segmentation like penetration, and neutral position of the business. The business can make the psychological emotions like confidence to have fewer prices products (Ray and Yin, 2019).|
|Promotion||Promotion is the main activity by the marketers and thus they connect the new and loyal customers. The company offers discounts and sales to increase the number of customers (Ray and Yin, 2019).|
2.2 Public Relations and Publicity
Various press releases news is impacting the business procedures of the BT Company as the company is the largest telecommunication company in the world. Recent news reports show the public connections and they’re thought-about the various products of the company. There in the news report, the customers praised the broadband technology and superfast speed of the internet they provide towards the customers (Cuofano, 2019). Thus the company made the public relation as customer relation, stakeholder connection especially of the shareholders and investors to the company…………………………………………………