Introduction
Communication is the process which has been considered as the veins within the organizational body of the business entity and through which the information or the data which is the blood for the firm is transferred (Managementstudyguide 2017). The concept plays a vital role in the business corporation as if the information is not transferred then it is of no use. The below executed analysis has been made focused on communication plan which is required to be developed for Pure Gym.
Promotional mix theory for decision on selection
Promotional mix: The promotional mix or the theory is one of the empirical elements of the marketing mix which comprises of the advertising, maintaining public relations, sales promotion and personal selling (Baran and Davis, 2011). The theory will be enabling the business entity will be making the use of the above mentioned mediums for communicating to the target market and this will be producing organizational sales objectives and revenues for the firm.
Advertising: Advertising program is one of the most significant and valuable element which will be developing identification of the business entity and as the company wants to launch itself in the market, an efficient advertising program will aid the business entity in reaching the market to a large extent in an effective manner.
Sales promotion: This aids the business entity in stimulating the consumers for purchasing the products or services and will help in attainment of immediate goals. For example pure gym can provide free memberships or free 1 week demo as sales promotion.
Target audience
Target customers are the segment of the consumers which has been categorized and selected by the execution of detailed survey report from the marketing team of the business entity. The ideal customers for Pure Gym can be the individuals from the age group 22-40 year old Targeted market/ Market Description
- 22-40 years old
- Professionals and individuals in white collar occupation
- Lives within 5Kms in the location of Pure Gym
Communication channel
The communication channels are the connecting bridges between the business entity and the targeted customers. The below mentioned are some of the major communication channels which can be adapted by Pure Gym for developing communication and relations with the audience:
- Formal communication channels
- Informal communication channels
- Unofficial communication
Communications key message
This concept comprises of the information or the data which the business entity expects should be transferred or shared with the targeted audience and all the other customers. Pure Gym will also be requiring some new phrases or words as the message which will be communicated to the targeted audience.
Marketing Theory
AIDA Model
- ‘A’ stands for attention or awareness which needs to be developed by the business entity for the products and the services.
- ‘I’ represents the interest of the consumers and also the points which can be put to use for bringing an increase in the interest of the consumer by stimulating them.
- The letter ‘D’ denotes the desires of the consumers. The advertisements stimulates, convince the consumers that the offered product is what they want and also they desire the same as it will be fulfilling the satisfaction level.
- ‘A; is the action which is tends the consumer to make the consumer to buy the product or the service.
DRIP Model
- Differentiate: It helps the firm in establishing a distinct entityor will be creating differentiation in the products by defining where it’s positioned in the market Reinforce: This variable will be helping in the reinforcement of the brands message and also consolidation and strengthening the entities’ message and experiences.
- Inform: Creating awareness or informing the consumers about the services and the products of the brand.
- Persuade: Persuadingthe audience so as to make them behave in a particular way and also develop or increase encouragement for being positive towards purchasing the product.
Feedback Collection
Feedbacks proves beneficial in guiding, informing the business entity in the decision making and also influences the products road and it is also essential for measuring the customers satisfaction level. Getting a handle on the customers are viewing the product, support and how the company is invaluable.
- Customer surveys
- Emails and customer contact forms
- Face to face interviews
Conclusion
In the limelight of the above executed analysis it has been concluded that communication is one of the most significant concept through which the business entity can create awareness about the products and the services. In the above presented report focus has been provided on the development of the communication plan for Pure Gym as the business entity is planning for launch.
References
Baran, S.J. and Davis, D.K., 2011. Mass communication theory: Foundations, ferment, and future. Cengage Learning.
Managementstudyguide, 2017, Managerial communication- Meaning and important concepts, Assessed on 8th July 2017, https://www.managementstudyguide.com/managerial-communication.htm.
