 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.