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    Marketing Sales Customer Services

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    Trifan_Dumitru
    This document discusses BT's marketing mix for broadband gaming. It identifies key gaming market segments as household and business customers aged 16-35. BT's product is an easily assembled online gaming console that allows simultaneous connection to a PC and router. Its marketing communications campaign was tailored to appeal to different consumer lifestyles like online gaming to help BT achieve revenue and profit goals.

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    Marketing Sales Customer Services

    Uploaded by

    Trifan_Dumitru
    10 views14 pages
    This document discusses BT's marketing mix for broadband gaming. It identifies key gaming market segments as household and business customers aged 16-35. BT's product is an easily assembled online gaming console that allows simultaneous connection to a PC and router. Its marketing communications campaign was tailored to appeal to different consumer lifestyles like online gaming to help BT achieve revenue and profit goals.

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    Marketing Sales Customer Services

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    This document discusses BT's marketing mix for broadband gaming. It identifies key gaming market segments as household and business customers aged 16-35. BT's product is an easily assembled online gaming console that allows simultaneous connection to a PC and router. Its marketing communications campaign was tailored to appeal to different consumer lifestyles like online gaming to help BT achieve revenue and profit goals.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    10 views14 pages

    Marketing Sales Customer Services

    Uploaded by

    Trifan_Dumitru
    This document discusses BT's marketing mix for broadband gaming. It identifies key gaming market segments as household and business customers aged 16-35. BT's product is an easily assembled online gaming console that allows simultaneous connection to a PC and router. Its marketing communications campaign was tailored to appeal to different consumer lifestyles like online gaming to help BT achieve revenue and profit goals.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    You are on page 1of 14

     Introduction

     Marketing mix

     Case study

     Conclusion

     Review questions
     Marketing, sales and customer Services can be
    described as the integral part of any business
    enterprise.
     It involves the buying and selling of goods and
    services with the aim of satisfying customers need
    respectively.
     It’s a functional unit that can create awareness of a
    new and existing product, thereby generating profits.
     It improves the standard of living of a geographical
    region.
    Marketing mix is a
    business tool used in
    marketing products. It is
    important in determining a
    product unique selling
    point (the unique quality
    that differentiates a
    product from its
    competitors)
    Meeting customers' needs in growth markets -
    online gaming

     Benefits of broadband in terms of customers need


    for speed
     Key segments in the gaming market

     BT marketing mix for broadband gaming


     It provides a faster download speed of over 20Mb
    per seconds
     A phone can be accessed over the same line
    (ADSL) simultaneously
     It can be switched on at all times
     Household customers
     Business Customers

    Two type of online gamers:


     Type 1 are males aged 16 - 35

     Type 2 includes family users whose children are


    potential online users.
    PRODUCT
     The component of the online gaming console can
    be easily assembled by customers. It is portable
     Customer can easily connect the console and PC
    to the router at the same time
     E-shop for gaming console is possible
    (www.bt.com)
    VIRGIN MEDIA BT SKY

    Total Subscription £597.90 £520.60 £466.00


    for first year
    Box Rented Free BT vision + £49 + box
    Box
    Box functionality £3/month No extra cost No extra cost
    cost
    Broadband £14.5/month £17.80/month 10GB £0/month 2GB usage
    unlimited usage usage
    TV £7/month Essentials £4/month Sky entertainment
    75 channels 70 channels pack £20/month

    Minimum Contract 12 month 12 month 12 month


    Forecast 2006 Forecast 2010

    Broadband Subscribers 5 52
    (million)

    Play station 2/Xbox consoles 10.5 19.7


    (million)

    Number of online consoles 1.4 63


    (million)

    Table shows: The forecast growth of broadband and associated factors in the UK
    gaming market:
     BT Group identified broadband as an exciting new
    opportunity
     BT Wholesale addressed the network infrastructure
    requirements
     BT Retail has identified segments of the consumer market
    which are key to driving broadband sales.
     The speed at which broadband operates provides lots of
    new benefits and applications
     By tailoring the marketing mix to appeal to different
    consumer lifestyles, such as online gaming, a holistic
    communications campaign was launched to help BT
    deliver the desired business revenue and profit.

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