Corporate Strategy and Brand Equity

Introduction

The corporate strategy can be described as a collection of decisions and actions relating to the choice of resources required to achieve the company’s long-term aims so that the company has a competitive edge over others. The majority of business plans are insufficient to meet the market demands. Most methods do not readily address problems, explore new things, and praise innovation. Marketing practices are diverse, and each has its particular position in boosting the long-term and short-term revenues of the company. Marketing is an activity that has long-term benefits both to the business and the customer, based on the current American Marketing Association. A brand can be described as a collection of tangible and intangible features designed to establish knowledge and identity and develop the prestige of an individual, company, person, and place. A broad spectrum of practices from product creation to marketing engagement comprises the integral viewpoint of branding as a long-term approach. Competitive brand positioning, value chain growth, and brand equity management are all interdependent structures on which branding strategies are developed. The collaborative product growth and market promotion activities ensure a favorable advantage for the brand, leading to increased income and an improvement in shareholder value. The management of brand equities is now a significant part of business strategy. Branding is almost as crucial to a company’s growth as financial stability, a long-term outlook, and qualified staff. Though marketing may help build a brand, the brand itself is more important than any marketing campaign (Sammut-Bonnici, 2015). This research would concentrate on topics related to Dexiotis Security Solutions market value in the UK. Dexiotis Ltd is an organization dedicated to the safety of the public and private sector, providing reliable and accessible solutions and services. The headquarters of the company is in Hungary, though it also has a center in Cyprus. Through its comprehensive expertise in safety, Dexiotis will inspect, measure, manage and evaluate the safety activities and ensure that it performs as efficiently as possible and can provide custom solutions to potential security problems that obstruct any organization and offer expert safety training. This company’s multidisciplinary specialists are experienced as director, analyst, professor, mentor, engineer, police and army officers, and defense professionals. To provide customers with solutions and services they need, the organization implements an interdisciplinary and cross-functional strategy, along with the amount of imagination and creativity required to achieve the best outcome for the customer organization. In this business, Zsolt Perjesi, the CEO of the company, intended to extend Dexiotis Security Solutions into the United Kingdom. To begin marketing in the UK, the company seeks a consultant to examine, study, analyze and make relevant recommendations (Dexiotis, 2021).

The key objectives of this analysis are to establish a marketing plan and assess the possibilities for Dexiotis Security Solutions to build brand awareness in the UK. The fundamental purposes of the research include carrying out the market research of the UK, assessing the current marketing strategy and approach of the firm and its suitability, establishing a new marketing strategy to support the development of the business, and evaluating implementation plan and estimation of costs.

Objective 1 Market Analysis/Environmental Analysis

PESTEL Analysis

Political

As far as the political factors are concerned, the successive government in the UK has laid considerable attention on the security of the public sector. Notably, the recent terrorist incidents that occurred in the UK, especially in London, precautions against such attacks have been enhanced across the UK (Townsend, 2019). This can be threat to the business of the company. The government in the UK have also developed private security standards and mechanism to regulate the private security industry in the country. Nevertheless, the physical security standards and agencies in the UK have been subject to criticism. In this regard, it has been contended that the current physical security standards and mechanisms lack clarity and depth (Mawby et al., 2017). Correspondingly, the ambiguity associated with the government policy on the physical security regulations in the UK might create challenges for Dexiotis Security Solutions to establish its office in the UK and operate the business successfully in the country. However, the increasing number of businesses operating in the UK market further provide opportunity for the business to enter into the UK market and operate.

Economic

Considering the economic factors, the UK is the fifth-largest economy globally in terms of nominal GDP. Before the outbreak of the COVID 19 pandemic, the GDP growth rate of the UK was estimated to be 1.4% (BBC, 2020). This can be an opportunity for the business to operate in the UK market. However, with the pandemic contraction of the UK’s economy but it has been estimated that the UK economy will recover quickly to pre-COVID 19 growth (Bootle, 2021). Nonetheless, the pandemic has resulted in a fall in the average household disposable income (CEBR, 2020). Moreover, it has been noted that the inflation rate is rising, which is driven baby the rise in food prices in the country. Accordingly, the increase in inflation coupled with the fall in the average household income of the people in the UK may negatively influence the ability of the people and the firms in the country to avail themselves private security services. This can be threat to the business of the company in the UK market.

Social

The violent crime rate in the UK is increasing. Accordingly, in 2019, the number of homicides comprising murder and manslaughter saw an increase of 14% over the previous year. It is the highest crime rate since 2007. This is a threat to the business in the long run conspiring the instability of the UK society. In a similar context, robbery incidents have also witnessed a rise of 17% during the same year. Over the police in the UK recorded an increase of 7% in the crime rate in the UK (BBC, 2019). Likewise, retail crime in the UK has also been increasing. Notably, retail offenses in the form of customer theft are ascertained to have increased by 8.7% in 2019, while staff theft is observed to have increased by 1.2%. However, the significant surge in retail crimes is ascertained to be related to organized retail crime, which has been reported to have increased by 21.4% (Centre for Retail Research, 2019). This can surprisingly be a business opportunity for the company to provide security solutions. The high rate of retail crimes in the UK is estimated to cost millions of pounds to the retail owners (BRC, 2020). At the same time, the public in the UK has also exhibited their acceptance of surveillance-based security. Even though it has been noted that some concerns have been raised regarding the privacy and security of data. Still, most of the public in the UK view that surveillance-based security as tangible benefits for society (Waind, 2020). The rise in the crime rate and the greater acceptance of surveillance-based security by the public in the UK provides a greater impetus to Dexiotis Security Solutions to open its office in the UK to expand and grow its business in the country.

Technological

New and advanced technologies are constantly evolving in the physical security industry, while many security technologies usually remain unnoticed by the general public. The use of Electronic security system integrated video surveillance system, fire detection, and alarming systems, retail security systems, and safes are some security equipment which continuously undergoes improvements (Elprocus, 2021). This can be an opportunity for the business of Dexiotis Security Solutions in the UK market. However, lack of understanding about the changes and modifications in this equipment among the customers often limits the efficiency of these systems. It fails to meet the purpose for which these systems are installed. This is threat of conducting the business in the UK market for the company. Correspondingly, it provides Dexiotis Security Solutions with an increased opportunity to leverage its expertise to train and expand the skills and capacity of the customers to generate awareness about the technological improvements and potential threats (Dexiotis Security Solutions, 2019).

Environmental

As far as the environmental factors are concerned, it can be argued that these factors are less likely to have any significant impact on physical security services providers like Dexiotis Security Solutions, which is a threat to the business of the company. This is because there is no direct link between physical security services and the environment. However, following the environmental guidelines will provide extensive opportunity to the business of the company.

Legal

In the UK, the physical security service sector is regulated under the UK Private Security Industry Act 2001. Under this Act, the Security Industry Authority (SAI) was created, which become operational in 2003 (Mawby & Gill, 2017). SAI acts as the regulator of the physical security sector in the UK. It is also responsible for granting licenses to the companies associated with the physical security sector in the UK. Accordingly, to establish an office in London, like Dexiotis Security Solutions will have to seek a license from SAI and will also have to comply with the regulations and standards articulated by SAI in order to avoid any legal consequences and operate its security service business smoothly in the UK (Crown, 2020). This can help the company to convert the legal threat into opportunity to conduct business efficiently in the UK market.

Objective 2: Evaluate the existing company marketing strategy and approach as well as its’ suitability

Segmentation, Targeting, and Positioning (STP)

Geographic Segmentation

Concerning the geographic segmentation is concerned, Dexiotis Security Solutions caters to the governments, multinational corporations (MNCs), non-governmental organizations, and the corporate sector like Lloyds Banking Group, Royal Bank of Scotland, and Rolls Royce located in London and Birmingham. Accordingly, it has been noted that the violent crime rate in the semi-urban and urban areas of the UK has been increasing. Additionally, there is a growing demand for surveillance-based security in semi-urban and urban areas (BBC, 2019). Hence, Dexiotis Security Solutions will deliver its security services to customers in both urban and semi-urban areas of the UK.

Demographic Segmentation

Considering the demographic segmentation, Dexiotis Security Solutions caters will provide its services to public and private companies from different sectors, including banking, finance, insurance, IT, and pharmaceuticals, among others. It has been noted that government officials, business executives, visiting dignitaries, professional athletes, entertainers, celebrities, and high net worth individuals in the UK today are highly vulnerable to security risks due to the growing level of terrorism in the country (BBC, 2020). In addition to the security threat posed by terrorism, the risk of political murder is also high for the MPs. Evidently, in 2016, Labour MP Jo Cox brutally murdered in London, which later appeared to be politically motivated (BBC, 2016).

Psychographic Segmentation

Dexiotis Security Solutions will also segment its market based on the psychographic segmentation variables. Based on the psychographic segmentation, Dexiotis Security Solutions will cater to the needs of the government and corporate sectors that prioritize the security and safety of their property and system.

Targeting

It has been noted that the growing concern of terrorism and crime in the UK has been driving the demand for private security services in the country. As a result of which the commercial as well as residential complex in the UK are identified to be increasingly adopting manned guarding along with the use of advanced electric security systems. Besides, the rapid urbanization being witnessed by the country and the potential rise in crime due to rapid urbanization in the country have also positively contributed to the increase in private security service demand in the UK (Businesswire, 2019). It has been estimated that revenue of the private security industry in the UK will increase to reach US$ 11.241,6 million by 2024 (Statista, 2020). Hence, Dexiotis Security Solutions need to target the most profitable market segments to tap the opportunity provided by the growing demand for private security services in the UK and earn significant chunks of revenue from its operations. Hence, Dexiotis Security Solutions will target geographic, demographic, and psychographic segments to attract customers.

Positioning

Positioning in marketing refers to how a company intends to position itself in the minds of the target customers relative to the competitors (Kotler et al., 2019). Dexiotis Security Solutions will position itself in the UK market as a superior quality service provider. In this regard, Dexiotis Security Solutions will create value for its target customers by providing exceptional quality security services at a reduced price. To ensure high-quality security services are offered to the target customers, the company will make extensive use of the electronic technology system. The focus of the company will be on providing advanced and comprehensive security solutions. Figure 1.0 below indicates the perceptual map for Dexiotis Security Solutions.

Based on the above-presented perceptual map, it can be argued that the private security industry in the UK is highly competitive, and there are several competitors operating in the UK. In this regard, the top competitors within the industry are identified to be G4S, Mitie Total Security Management plc, and OCS Group UK Ltd (British Security Industry Association, 2021). As stated above, Dexiotis Security Solutions is positioned in the top left quadrant of the perceptual map. Simultaneously, the major competitors are placed on the top right quadrant of the perceptual map. This signifies that Dexiotis Security Solutions offer superior quality service to target customers but at a reduced price compared to its competitors in the industry. Public security in the UK involves government agencies such as London’s Metropolitan Police, responsible for the protection and safety of the people and property.

Evaluation of the Current Marketing Strategy

Marketing Mix–4P’s strategy

Product

Dexiotis Security Solutions will offer its target customers a wide range of services covering comprehensive security solutions. In this regard, the company will provide services such as training for security personal and training to non-security personal. Also, the company will provide security consultancy service on issues related to security that will involve assessing the security operation of the customers as well as providing customized security solutions to the security challenges faced by the customers (Dexiotis Security Solutions, 2019).

Price

Dexiotis Security Solutions has not determined the prices for the services it will be charging to the target customers in the UK. However, the company will follow a competitive pricing strategy to determine the cost of its services. Accordingly, once the company can successfully enter into the UK private security industry, it will evaluate the prices of the key competitors in the industry. Based on assessing the competitor’s pricing strategy, Dexiotis Security Solutions set the prices for its services (Kienzler & Kowalkowski, 2017). However, it will be ensured that the price for the services is kept relatively lower than the competitors in the industry to gain a larger market share.

Promotion

Concerning the existing promotion strategies, it can be argued that Dexiotis Security Solutions has not adopted aggressive marketing and promotion strategies. Also, the investment made by the company on the promotion activities is comparatively lower than its competitors. Nonetheless, the private security market in the UK is highly competitive. Thus the company will lay considerable effort into the promotion of its services. In this regard, the company will involve using multiple media channels to promote its services (Laroche et al., 2014). In this regard, the company will use different media and promotion tools, including trade shows, conferences, and social media, to generate awareness about the services offered by it. The promotion strategy of the company will focus on developing awareness about the security risks and the benefits that its offers, such as security consultancy and security training.

Place

Dexiotis Security Solutions will be located at 105 Victoria St. Westminster, London. The customers that are willing to avail themselves of the security services and solutions can visit the office of Dexiotis Security Solutions at 105 Victoria St. Westminster, London. Also, Dexiotis Security Solutions has an online presence, and the target customers can request security services through its official website.

Objective 3: Develop a new marketing strategy to help the company to grow

New Marketing Strategy

As per Johnson et al. (2017), three types of generic strategies include cost leadership, differentiation strategies, and focus strategies. Accordingly, the new marketing strategy of Dexiotis Security Solutions will be based on a differentiation strategy. Notably, adopting a differentiation strategy will allow Dexiotis Security Solutions to differentiate its services and offerings from those offered by the competitors in the private security industry in the UK. In addition, the differentiation strategy will help Dexiotis Security Solutions to create a unique brand image in the minds of its target customers and attract them towards purchasing the services offered by the company.

Product Differentiation

Product differentiation involves distinguishing the products and services offered by the company from that of the competitors’ products and services. Accordingly, product differentiation strategy can be argued to be critical for the success of Dexiotis Security Solutions in the UK because there are several competitors offering similar services to the customers. Hence, to attract and retain the target customers in the UK, it becomes essential for Dexiotis Security Solutions to differentiate its offerings so that customers in the security market in the UK are motivated to switch from the competitors to Dexiotis Security Solutions (Tintara & Respati, 2020). Accordingly, it has been noted that the competitors such as G4S and OCS in the industry are mainly engaged in providing security to public and private properties, risk assessment, and other services such as event management. However, in order to differentiate the services offered by Dexiotis Security Solutions, the company will provide additional services such as training to security and non-security personnel. Besides, the company will protect individual personalities such as government officials and business executives, and celebrities.

Price Differentiation

Pricing strategy is the most critical decision that the companies have to make because it has a significant impact on the customer acceptance of the products and services offered by the company as well as on the ability of the company to earn profit. As far as the pricing strategy of Dexiotis Security Solutions, it has been noted that currently, the company has been pursuing a competitive pricing strategy. However, in order to differentiate the price of the services offered by the company and to attract customers in the UK market, the company will adopt a price penetration strategy. The price penetration strategy deals with charging a lower price for the services in the new market for a certain period to attract customers and capture a larger market share (Spann et al., 2014).

Promotion Differentiation

Dexiotis Security Solutions will adopt aggressive marketing and promotion strategies in the new market of the UK. In this regard, the company will use integrated marketing communication techniques that deal integration of various promotion and communication channels (Holm, 2006). In the context of Dexiotis Security Solutions, it will use traditional media such as print newspapers, billboards, and digital media like social media tools including Facebook and YouTube.

Advertising – Newspaper (Print)

Print media, particularly newspapers in Australia, is an essential source of communication in the country. Accordingly, it has been noted that more than 104 million newspaper readers in the UK. Therefore, the newspaper advertising will be published in three major newspaper publications, including Daily Mail, The Guardian, and The Sun.

Advertising – Billboards

Outdoor billboard advertising is still considered the most effective mode of advertising in the UK. The use of digital displays is becoming an essential way of attracting and influencing the purchase intention of the target audience (Fanaras, 2020). Billboard advertising will be located in 9 locations in three major cities in London, Manchester, and Birmingham is directed to both the customer segments. This billboard’s key message will communicate to the target audience is ‘safety and security with Dexiotis Security Solutions.’

Tradeshow and Conferences

Tradeshow and Conferences offer suitable modes for advertising and promoting services for the companies. Dexiotis Security Solutions will organize trade shows and conferences as a part of its public relations PR strategy to develop close relationships with its customers. The trade shows and meetings will be scheduled across different major cities of the United Kingdom in which the visitors and delegates will be delivered a lecture on the security needs as well as the security consultancy and training services offered by the company.

Social Media Marketing

Social media marketing has emerged as the most influential component of the new promotion tools and strategies. It is one of the most cost-effective ways of reaching target customers (Howard et al., 2014). Accordingly, the social media marketing strategy of Tetley tea will target both customer segments and will extensively use social media platforms such as YouTube and Facebook. YouTube advertising will include a 55-second short video on Tetley Tea. Also, Facebook will be used to share regular posts about Tetley.

Brand Differentiation

In the current highly competitive private security industry, branding is argued to be critical to be competitive. Accordingly, building strong branding in the new UK market will allow Dexiotis Security Solutions to develop a strong reputation as the security service provider in the minds of its target customers (Chadwick, 2019). Moreover, ensuring brand differentiation will help the target customers to recall the Dexiotis Security Solutions brand quickly. It will also play a critical role in influencing Dexiotis Security Solutions over the existing competitors in the industry. In order to achieve brand differentiation, Dexiotis Security Solutions will develop the new brand platform. The brand platform is defined as a document that lays the foundation and serves as a guide for building a brand, such as an organization’s identity, visual presentation, and messaging. There are various components of a brand platform that Dexiotis Security Solutions will use to create a solid and unique brand identity (Jensch, 2021). Table 1.0 below illustrates the use of these components for developing a new brand platform.

Scheduling of marketing activities

Timeline for Newspaper (Print) Advertising

Timeline for Billboards Advertising

Timeline for Social Media Advertising

Objective 4: Evaluate Implementation Plan and Cost Estimations

Dexiotis Security Solutions is taking measures to establish itself in the market of the UK. There are several marketing plans that are being taken into consideration by the business to ensure safety and avoid unlawful activities. One of the leading marketing strategies by the company is to target specific audiences and spread clear messages. The marketing plan is effective and promises a better future for the company. The implementation is more straightforward as it helps identify the issues and helps in making an effective strategy. The implementation plan is vital for the company so that the management software is well managed and the business is able to build awareness. The marketing implementation plan is about working the business through advertising campaigns for a specified period. The campaign is to make so that the messages by the Dexiotis Security Solutions are clear and can target the appropriate audiences. The implementation plan is to design a responsive website as a marketing plan to attain clarity and get information about the business that operates online (central, 2019). The security solution is about managing the data and ensures privacy; therefore, Dexiotis Security Solutions needs to create a well-designed website to reach wider audiences. This will help to create awareness about the company and attract mindful customers. It is vital to state that the marketing implementation plan strategies offer real-world actions within a specified time. The creation of a website for Dexiotis Security Solutions will help to grab attention and ensure easy navigation. As a marketing plan, the business needs to create valuable content so that audiences are educated about the company’s performances and services offered in the UK to help the online companies. The website, as a part of the marketing plan, needs to create informative content along with structural videos so that the content is valuable. The program is to spread awareness and ensure credibility through videos that reflect the safety issues faced by the business and the software used by Dexiotis Security Solutions to improve the business environment.

Email Marketing Plan

Another marketing plan is to use email marketing because it personalizes the services offered, thus increasing the prospects in the market in terms of service. The program is to improve the email marketing campaign to reach wider audiences and make awareness and ensure accessible communication with prospects does reduce the risk of competition. The marketing strategy for the company is to target is to the niche market so that the services offered by security solution services are known by people in the UK (Hearst Newspapers, 2020). As a marketing plan, the company is securing office premises and is taking opportunities to obtain a quality workforce. Building credibility by offering practical solutions and addressing challenges is one of the plans by the company. Email marketing strategy is essential as it increases awareness and helps to create a brand for the business.

Webinar Plan for implementation

Another marketing strategy that is used is organizing webinars in order to connect with bottom-of-the-funnel leads. Webinars are interactive. Therefore, it helps the business to reach wider audiences and ensure better services. The plan is to create opportunities and develop new content so that the challenges can be met, which is offering solutions to protect people against cybercrimes. The marketing plan is to create valuable opportunities through advertising and ensure that the company can make its awareness and credibility.

Obtainment of a quality workforce plan

The obtainment of a quality workforce enhances the analytical abilities that help the business respectfully treat people. The private security company tends to adhere the privacy along with security policies by maintaining the protocol. The advertisement is another vital factor that affects the business and helps in augmenting its sustainability in the long run. The main intention of the advertisement strategy will be to attract potential customers and to expand the business.

Advertisement’s implementation plan

Advertisement leads to integrated marketing, which helps to communicate a message regarding the services that will be offered to ensure privacy and reducing illegitimate actions. Maintaining social responsibility will help the new business to attract more people and promote the industry for greater sustainability in the long run in the UK. The marketing strategy is about creating a brand image for the new company so that people are aware of the brand through the help of visual communication to reach a broader niche market (Deals Insight, 2020). It is important to note that maintaining a high standard design is valuable as it makes the company more powerful and effective. The marketing strategy is to improve the content and increase strength so that trust is build and customers are able to rely on the services offered by the company. The content by the company in the UK will help to add value and build trust so that the new company is advocated by others for the services it offers. Another strategy and the implementation plan are to build loyalty so that long-term relationships are maintained and created to interest people. Thus, these plans of an email campaign and positively influence people in the UK about the company content and value creation.

Budgeting

Based upon the implementation plan, a robust final costing along with net profit is determined for the years 2021 to 2023. The expectation and costs are being resolved on the basis of the overall budget of the company. As a marketing implementation, a budget has been prepared that estimates the monthly expenses that are to be faced by the company is depicted in the table below:

Based upon the marketing implementation, the company is able to project its profit and loss for the year 2021, 2022 in the below table:

Recommendation

For the effectiveness of Dexiotis Security Solutions in the UK, it is vital that proper market analysis is done to attain the competitive market environment.

The plan is to manage a time frame and understand the changing market needs so that the company is able to establish itself in the most effective manner. For the marketing plan to be effective, the supports required are from the societal marketing orientations. Therefore, recommendation is to improve the internal marketing and total quality management so that the marketing mix is well framed. The request is about using the societal marketing orientation to reach wider audiences, understanding the changing requirement of the market, along with proper planning. The proposal is to connect with customers of the UK to ensure safety and security with the help of the new Dexiotis Security Solutions in the UK. To deliver the marketing plan, the company needs to use social media to reach people by using platforms that are effective two ways media such as Twitter and Facebook. Dexiotis Security Solutions in the UK is recommended to understand the demand and then implement the tools of security on the business-to-business level and business-to-customer level as well. The marketing plan and strategy is to learn the wants along with the needs of the target market by offering valued services and safety. The recommendation is to build customer profiles so that the barriers faced, and safety issues can be managed through a proper marketing plan. The need to reach audiences and making awareness about credibility requires the need for societal marketing. It can be recommended that Dexiotis Security Solutions in the UK is taking several measures to create brand awareness about the services offered to ensure safety. The company focused upon the environmental analysis to get proper knowledge about the needs and is acting plans to implement the marketing strategies vital for the growth of the company and sustainability. The recommendation is to focus upon a specific group and target to ensure market effectiveness. Recommendation is to improve quality and focus upon delivering valued services. Improve brand image by offering uniqueness in the services but maintaining the cost. As a marketing consultant for Dexiotis Security Solutions in the UK, the consulting project needs to monitor the needs and trying to meet the objectives within the stipulated framework so that the implementation is done in time, increasing the company’s worth. The marketing strategy is well managed by increasing the level of creativity and innovation for ensuring customer satisfaction and organization.

Thus, Dexiotis Security Solutions in the UK's primary purpose is to ensure safety and securities so that the ethical consideration is adequate and is able to address the needs through proper suitability. Hence it can be concluded that marketing strategies and their implementation through appropriate communication channels might improve the business's credibility. The company is trying to grow within the planned budget so that profit is ensured.

Conclusion

The purpose of the analysis was to examine the marketing strategy and opportunities for brand recognition of Dexiotis Security Solutions in the UK. The thesis focused on four principal research objectives, and all goals have now been achieved successfully. The first aim of this study was to evaluate the Market and Environmental Analysis. The findings of this study are suggested according to the political factors of the study’s pestle review, and The successive UK government has placed substantial emphasis on public sector protection. The new physical protection requirements and mechanisms have been found to be lacking in consistency and complexity. Taking economic considerations into account, it was estimated that the UK GDP growth rate was 1.4% before the COVID 19 disease outbreak. Furthermore, the inflation rate has been up, leading to an increase in the country’s food prices. In a similar context, retail violence has also been on the rise in the United Kingdom. It was seen that some monitoring equipment is constantly improved with the use of electronic safety system, which includes automated video supervision, fire detectors and alarms, store safety and safety systems. Regarding environmental considerations, it can be claimed that the effect on suppliers of physical safety facilities as Dexiotis Protection Solutions is less likely to be necessary. It has also been proposed that the company may have to apply for an SAI license for the establishment of offices in London and must also comply with SAI legislation and requirements to escape any legal implications and to run their security service company smoothly in the UK. The secondary objectives of this research were to assess the current marketing plan and methodology of companies and their suitability. It has been analyzed in many parts. Different segmentation factors can be followed by Dexiotis Security Solutions to separate the consumer segments based on market segmentation. Regarding the geographical segmentation, it has been noted that the demand for protection dependent on surveillance in semi-urban and urban areas is increasing. In consideration of demographic segmentation, it is reviewed that Dexiotis Security Solutions provides its services to high-income client classes from various occupations and industries around the UK, including parliament, corporate authorities, dignitaries, professional athletes, and many others. This research further examined the targets of Dexiotis Protection Solutions for the most lucrative sectors in the industry to take advantage of the growing demand for private safety services in the UK. Furthermore, this study attempted to accomplish the third objective development for the business of a new marketing campaign has been identified. The Dexiotis Security Solutions' current marketing approach would also be focused on a strategy to differentiate. The product differentiation approach can thus be argued crucial to Dexiotis Security Solutions' performance in the United Kingdom, as many rivals provide similar services to their clients. As for Dexiotis Security Solutions’ pricing policy, it has been pointed out that the firm is currently following aggressive pricing strategies. This analysis also found that the aggressive marketing and advertising tactics of Dexiotis Security solutions would be adopted in UK’s new market. For the benefit of the industry, it was also examined that Tetley Tea’s social media marketing policy would focus on all customers and would use sites such as YouTube and Facebook extensively. This study has further explained that Dexiotis Security Solutions will provide a new brand platform to differentiate itself from the competition. Thus, it can be concluded after reviewing the whole study that various factors help the company to create its brand image through different marketing strategies. In the UK market, the company had to overcome many obstacles in its brand marketing. With proper planning and design, it will be very beneficial for Dexiotis Security Solutions' wealth in the future.

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