Mcom4040 Marketing And Communications Management Assessment Answers

1. An explanation of the Promotional Mix theory
2. A discussion of how the promotional mix theory was used to decide selection
3. A description of the target audience and the response sought
4. An outline of the chosen channel and justification
5. An explanation of the communications key message
6. Use of AIDA (Attention, Interest, Desire, Action) marketing theory to explain how the promotion and key message you have chosen will achieve Addison Lee’s objective.
7. An explanation of how feedback will be collected
8. Academic references throughout

Answer:

Introduction

Communication involve exchange of information between two or more people with the help of some medium (Bovee, Thill and Raina, 2016). Every organisation should develop good communication network so, that information can reach employees on time. Promotion mix is one of the important element of marketing mix. Different promotion tools are used by the organisation to provide information to its target customers. In this report discussion will be carried on promotion mix elements of ADDISION LEE and major focus will be on age group (16-25) year’s teenagers.

Promotion mix

There are four Ps of marketing mix. Product, price, place and promotion. Further promotion mix includes personal selling, advertisement, sales promotion and public relation. Every organisation use tools as per their needs, to provide information regarding products and services (Shank and Lyberger, 2014).

In the recent era ‘’the more you will polish the more you sell’’ is the quotation which is widely used by entrepreneurs. Every business man target its customer group on the basis of which they decide, which medium should be used to convey information.

Tools of promotion mix and process adopted

Personal selling – in order to sell products face to face conversation is required that Addison lee conduct by training their drivers to take reviews from the customers.

Advertisement – it is non-personal form of communication. This is widely use when the target segment is large and geographically spread. Organisation use social media websites such as Facebook to deliver information about attractive offers to attract its target segment (16-25) years.

Public relation – main aim is to provide relevant information to the target customers.

Sales promotion – different coupons, vouchers, contest are been used to attain the attention of target group (Winer and Neslin, 2014).

Decisions taken on the basis on the basis of promotion mix 

As the target group of the company are teenagers so, as per the promotion mix theory organisation should use best tool to attract. Teens are connected to social networking sites so, it would be beneficial for Addison Lee to use advertisement and sales promotion tools to deliver information.

Response availed from target group

The main focus of Addison Lee is on 16 – 25 years old generation. Organisation has targeted this segment because they are enough energetic and are involved in performing different tasks. In order to complete their task on time they have to reach their desired destination on time.

These people may be working as teachers in school, lecturers in universities, employees in the office or school students. They are well connected to social media like T.V, radio, Facebook, shopping sites and so on. So, the organisation can inform them about their services by displaying information on these sits.

Customers can avail many benefits such as, reaching place on time, enjoying fast services and offers provided by the organisation. Company is likely to get positive response from its customers after providing them so many benefits.

Suitable channels for communication

Advertisement and personal selling are the two important tools used by the organisation. One is personal and other is impersonal form of communication (Brewster, Hegewisch and Mayne et al. 2017).There are certain advantages and disadvantages of this medium such as-

Advantages of advertisement and personnel selling

• It helps in providing information when target group members are spread at different locations.
• Personnel selling helps in maintaining direct touch.

Disadvantages

• Economics of scale – per unit cost is less as, it spreads over large segment.
• Difficulty in establishing personal touch with each and every person.

Over and above all these things, if the company use these advertisement medium then there are chances of attain successful amount of returns in the business.

Key message

Addison lee has targeted teens to expand their car services business. Some special coupons are offered to attract them. These coups are valid till 31 December. Four different coupons are AD1, AD2, AD3 and AD4.

 Old and regular customers with the age (16-25) years can avail AD1&AD2 as, per which they have to pay only £100 till December 31. Whereas, AD3&AD4 are available for new customers. With the help of this coupon they can enjoy all the rides in £200.

Special discount is available for short span of time, hurry up and grasp to offer!!

Aida

When the advertisement is made on websites, T.V channels like Fox network and magazines many colours are used, which attract the teen group towards them. Apart from this magazines are also used to provide information through with people develop their interest and build desire to avail services and finally take action by utilise Addison Lee taxi service. (Rawal, P., 2013).

Hard work done by the company will help it to attain its target by attracting age group of (16 – 25) year’s old teenagers which will help the organisation to increase its profitability by 23%.

Feedback

Reviews can be attain by conducting survey by obtaining teenagers opnion , analysing rise in profitability after promotion activities, directly talking to customers and obtaining their opinion on 4AD discount offer lounge by the organisation (Kang, 2015). Along with it, drivers should take opinion that whether there is a need for improvement in services or not.

Conclusion 

It can be concluded that, communication is a very powerful means to enhance business of any organisation. With the help of this marketing department of Addison Lee will help it to increase its profitability by 23% by communicating information through TV, radio, newspapers and magazines to its target segment which in the age group of 16-25 years.

References

Bovee, C.L., Thill, J.V. and Raina, R.L., 2016. Business communication today. Pearson Education India.

Brewster, C., Hegewisch, A., Mayne, L. and Tregaskis, O., 2017. Employee communication and participation. Policy and Practice in European Human Resource Management: The Price Waterhouse Cranfield Survey, p.154.

Kang, E.J.S.M.S., 2015. An Integrated Inference Platform for B2C Service Customers' Feedbacks.

Rawal, P., 2013. AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps. International Journal of Multidisciplinary Research in Social & Management Sciences, 1(1), pp.37-44.

Shank, M.D. and Lyberger, M.R., 2014. Sports marketing: A strategic perspective. Routledge.

Winer, R.S. and Neslin, S.A. eds., 2014. The history of marketing science (Vol. 17). World Scientific.