Sample Essays on Management Sustainability in BT Group

Management Sustainability in BT Group

Marketing in BT

Who Buys

BT group offers various products that target different consumers. The consumers of the organization vary from individual consumers to corporation requiring the company products and services. The diversity in the consumers of the products is the reason why the BT group has remained successful throughout the years. The product that BT provides to the united kingdom market include BT Sport, Phone, Broadband & TV, Business Broadband, Business Phone Services, Networking Services, Business Phone & Broadband Packages.

The services offered by BT like BT sport and TV appeal to all households’ entertainment and information needs. This means that all households in the UK are potential consumers for BT products. In the case of business, BT offers them phones and broadband services that ensure their operations run smoothly. This means that any business operating in 20TH century requires the services of BT and therefore there are potential consumers for BT products and services.

How Do they Buy

BT Group offers its services for a fee based on the location of the consumer. Consumers in the United Kingdom use sterling pounds to pay for the company products and services. Consumers in different region have the option of using their own currency to purchase BT products and services.

When Do They Buy

The needs of the small business and individual consumers who want BT products are handled by BT retail part of the organization. This part of the organization is the one, which has developed online stores where consumers can access the services of BT and purchase what they need 24 hours a day. This means that online services from BT group are available to consumers throughout. The services at the regional office, however, are limited to the normal working hours during the day.

Where Do they Buy

The first way that consumers can purchase BT products is through the Internet. BT group has constructed a mobile shop in the World Wide Web where consumers can visit the webpage and view the various products offered by the group. Through the link below, consumers can view the various products available for sale from the company (http://www.productsandservices.bt.com/)

Due to the need for individual and business to communicate, they must therefore require the services of BT to rely their messages.

Consumers can also directly visit the company’s regional offices and deal directly with the company salespeople. BT group has opened various offices all over the country and even the globe. These offices provide a direct link between the consumers and the company products. Therefore, any individual with the need of BT products or services will directly visit one of BT regional offices to get assistance.

Why do they Buy

The service offered by BT group has become a necessity in the modern world. With the growth and use of the Internet and telephone services, the demand for BT products has risen. Therefore, consumers buy BT products because they need them to perform simple activities like call their neighbors, access their email or watch their favorite television show.

How can BT Group encourage these?

Level 1- Simple behaviour changes in product use or disposal, e.g. recycling

Use of multiple forms of communication aids the presentation of the information to reach the intended audience through multiple sources of information. Thus, in case one mode is more suitable, it will reach the audience faster than other forms. Verbal and visual prompts are useful in the encouragement of proper disposal of waste. The verbal and visual prompt reinforce positive habits in this regard.  By advertising messages reinforcing good behaviours through its channels (like BT Sports) BT products help in changing simple behaviours of individuals. An example is the advertisement for recycling that uses both visual and verbal prompts.

Level 2- Behaviour changes in purchasing products, e.g. Fair trade

In order to effect behaviour change among most consumers, BT leads by example by engaging in purchases of fair trade products. This initiative involves buying products at the minimum price required to produce the product plus a premium. The premium is usually used for social and economical projects aimed at helping the community grow. The social projects help improve the social welfare of the community by promoting purchases intended to improve the community and not to maximise ones utility.

Level 3- Fundamental lifestyle change

BT group engages in creating upstream and downstream interventions in order to effect lifestyle change. Downstream interventions refer to communications that are designed to change the existing values and beliefs. On the other hand, upstream interventions refer to external structural changes and physical changes to the environment. BT group has improved infrastructure in most of the areas it is located. BT Group also opened social halls for the community to better their social life. Improvement of infrastructure helps in a great deal to change the lifestyle of the community. In addition BT groups provides jobs  to the community members, thus is provides them with an income to [improve their lifestyles

Making the activity desirable will lead to a higher demand for the transformation. Building the self-image and persona of the individual in the course of the habit development will inspire further development of the habit. Rewarding the effort of habit development is key towards change in the character. The payoff is a sufficient motivator towards the future consistent behaviour. On the other hand, a penalty in case of regress of the habit will assist in keeping individuals in check.

Advertisement

This technique has proven critical and paramount in the advancement of small and large businesses alike. Sellers and producers use this technique to compete for the attention of consumers in the market. The method has verified its efficiency in that no business can survive without the use of advertising.

In itself, advertising has several objectives at the BT Group, these include:

  1. Creating awareness

Advertising aids in the levitation of your objective awareness of issues, which may be unfamiliar to the target market audience of your product, and it educates them on the remunerations of the service or product you as the producer is producing.

  1. Promoting businesses

The chief aim of advertising in any company is getting word out that the seller has something intriguing to offer to its target market audience. This can be any sort of product or service, for instance, a campaign program that you are managing, a dashing new product line that the business is planning on launching, an approaching entertainment ceremony that the company is endorsing, and all through to an enlargement of an existing branch of service. The promotion methodology could take different forms, from billboards, brochures, TV commercials amongst others. So long as the content manages to explain the basic questions of who, where, what, why, and when, then it is okay.            

  1. Encouraging comparisons

Advertising summonses your target market audience to weigh your product or service against those of your competitors. A good example of this is the demonstration of different data packages. The different voice and message packages offer consumers a wide array of different benefits and firms market this as the cornerstone of their advantage.

  1. Enhancing retention of the business

Advertising that is consistent and ongoing is helpful in reminding your clients that the business is still active. For example, in the Internet industry, specifically in the restaurant business, competition is rife and this ultimately leads to the competition for customers being very high. Thus, for a particular company to keep its existing clients, and attain more new ones, consistent advertising becomes paramount. Otherwise, the company may have the risk of running out of business.

Direct Marketing

Direct marketing is a type of advertising that permits BT Group to converse straight to the client, with advertising techniques that include messaging, emails, customer websites, fliers outdoor advertising amongst others. This method is also known as Direct Response Advertising. This has been an important mode of advertising in terms of reaching out to the consumer at areas of consumer convergence, such as malls and universities.

Sales Promotion

BT group offers sales promotions for various purposes, for example, to escalate sales, promote brand loyalty or introduce a new product. They usually last for a brief length of time and use promotional vehicles, such as advertising or product demonstration. The chief objective of a sales promotion is to encourage the client to take anticipated action. A recent example of BT group sales promotion is offering BT sports channel free for any individual who subscribes to BT broadband.

Sponsorship

BT super investment Insurance Advice sponsors its clients with a wealth of information regarding superannuation and other investments opportunities. Sponsorship offers the opportunity for achieving the following objectives.

  1. Driving sales
  2. Enhancing image and client attitudes
  • Enhancing Image/Shaping Consumer Attitudes
  1. Creating good publicity for the company

Internet Marketing

As a telecom provider for triple play (voice, data and messaging service), the Internet marketing is key at the BT group. BT Group has a well-developed Internet marketing strategy, first beginning with information delivery through its website. Secondly, the organization’s media partners guide the organization’s advertisement on other websites, which are generally in line with other advertisements in the print and TV media sources.

Use of labels in BT Group

Labels in Project

It would be important to set the labels on the products and services as an end of the satisfaction of customers’ needs. Additionally, an environmental foot print reduction assessment of the operations of the business presentation on the project profile.

Messages to be Conveyed

Green labels are important in signifying to all stakeholders the efforts that the management has taken towards the reduction of an environmental footprint. Today, environmental awareness efforts are not restricted to the business operations and products only. Of importance also is the reduction of carbon footprint by third parties to the organization such as customers and suppliers.

Existing Labels

Carbon Reduction Label

The label is a public commitment towards the reduction of the carbon footprint of a product or service. The public commitment is not only attached towards the production of the product but also in the final use of the product or service. The regulator mandate for the carbon reduction label is by the Carbon Trust Foot Printing Company.

Carbon Neutral

The label is a certification of the business reduction of their CO2 emissions to a net zero across product, operations and services. The display of the label is restricted to organizations that allow the label regulator to act as an independent verifier while the verification is based on the Carbon Neutral protocol.

LEED (Leadership in Energy and Environmental Design)

The green label promotes environmental awareness in the construction and maintenance of buildings. The categories of this green label includes water efficiency; energy use; materials and resource use; indoor environmental quality; sustainable sites.

New Labels

Eco-Energy and environmental design of telecommunication equipment

  • The telecommunication industry is neither a service nor a manufacturing firm. Rather, it is a composite of the features of both industries. The development of a green label specific to the industry would be important towards increasing efficiency of telecommunication firms in reducing their environmental footprint.