British Telecom
BA330 Marketing Communications
15 May 2012

Answer 1.) BT Business is now located as the first choice for IT solutions and support for small and medium size UK enterprises. Describing the importance of positioning of the successful brand, the British Telecom claims that the key to successful brand positioning is clarity, consistency, competitiveness, and credibility. There must be coherent idea of the market and product space to be targeted; there has to be integration of all brand messages, the value proposition should be comparable and even better than the main competitor and the offer and claims should stand up against scrutiny. Consistency means one voice communication, and flexibility and organic nature of the position and not fixed, responding to the dynamic competitive environment and changing needs. Thus the objective is segmentation targeting and positioning.

Answer 2.) Positioning of the product and the company in the market being the chief objective of the British Telecom, it has to first of all has to establish itself as the first choice of the household in the UK and after establishing its position as number one in the field by its quality, consistency, credibility, clarity and most important its competitiveness it has to establish its popularity and the number one position amongst the consumers by a very wide exposure through advertisement or the media. The best way to expose its productivity and efficiency to the consumer is television in the modern days. Television exposure which fronts the series of advertisements, convincing the common man who forms the majority in the consumption of the product, with eye catching advertisements. It shows that the company corrects its faults rather than seeing what it can do best. The TV is a media through which maximum number of customers can be