An organization much like any other individual requires communicating in order to exchange thoughts, ideas, offers, discounts and announcements etc. With the help of promotional activities the company simply communicates with the stakeholders of the organisation (Barrett and Weinstein 2015).
Promotional mix is a part of the marketing mix that the management of the company uses for strategic management. Promotion can be termed as a process of mass communication as it helps the organization to send messages across to all the target market at the same time. Promotional mix is the various instruments used an organisation to communicate with the stakeholders. Some of the tools of promotion mix are: advertising, public relation, personal selling and sales promotion. The purpose of communication and promotion is to achieve the goals and objectives in the short-run as well as in the long-run (Barrett and Weinstein 2015).
Application of Promotional Mix theory
With the help of the promotional mix the company can decide on the best way to reach out to the audience. The people who targeted by the organisation in the new strategy are from the young generation hence the promotional mix will help the organisation decide the best way to communicate with this audience (Barrett and Weinstein 2015).
Explanation of the target audience
The brief that is provided explains that the company wants to introduce a new service catering to the age group 16 – 25-year. Therefore the target audience of the company can be described as young group of people who may or may not be independent financially (Kerr and Patti 2015). The audiences are deemed to be people who are looking for spend money for a hire service than take the public transport. The public transport is the biggest competition of this segment. The people targeted by the company are usually looking for an immediate service. The objective of the company is to expand the business by 3 percent with the help of this strategy (Kerr and Patti 2015).
Promotional mix helps in deciding the perfect channel or medium of communication so that the message reaches the right people at the right time in order to keep up with the relevance of the message. Digital marketing coupled with sales promotion is the best way to reach the audience and receive a positive feedback (Kerr and Patti 2015). As a young group it will require for the company to come up with an exclusive one moth offer to set the stage. A 70 percent off on availing the service for a month should be promoted with the help of digital marketing. Focus should be on Social media (Facebook), email and sms. Along with this the company can also opt for Out-of-home advertising (Kerr and Patti 2015).
The purpose of every communication process is a message with the help of the promotional mix that has been discussed above the company should focus on the objective of the message. Some of the important points that have to be incorporated in the message are: the service, the offer, availability of the offer, validity of the offer, brand name.
The message has to be clear and focused so that the idea is communicated clearly, for example the most important aspects like the brand name and the percentage of discounted offered should jump out of the message to immediately engage as well as enlighten people (Khan 2014).
This theory is known as the foundation of the contemporary marketing (Rawal 2013).
Attention: The idea of any promotional procedure is to ensure that the attention of the target market is gathered. It is important to engage the audience in order to ensure that the communication process is effective and efficient. Companies invest a lot of money to ensure that their campaigns are attractive.
Interest: The message that the company wants to give out to the target market should cater to the needs and requirements of the audience in order to make sure that it arises a certain amount of interest in the message (Rawal 2013).
Desire: Creation of the content of the promotional process should have elements that create desire among the population to avail the product or service (Budiawan et al. 2017).
Action: the idea of promotion or any other strategic management is to achieve the goal of the organisation. For example the goal of Addison lee in this case is to grow by 3 percent. The message and the presentation of the message in the promotion should make sure that there are some actions taken from the consumers (Budiawan et al. 2017).
The promotional offer that is the center of the mix will be made available only through bookings through the mobile application. This will help keep track of the feedbacks from the customers as the application has a feedback option. Facebook is chosen out of all the social media platforms as the feedback form Facebook can be easily tracked.
As the organisation is targeting the younger generation the use of instruments in communication has been taken from the channels that are mostly accessed by the target market. The feedback of the process ensures a closure to the communication and the channel that has been chosen will ensure easy feedback analysis.
Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the marketing mix, and business performance. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 144-150). Springer, Cham.
Budiawan, R., Satria, A. and Simanjuntak, M., 2017. THE QUASI EXPERIMENTAL STUDY OF THE INFLUENCE OF ADVERTISING CREATIVITY AND EXPOSURE INTENSITY TOWARD PURCHASING ACTION WITH AIDA APPROACH. Independent Journal of Management & Production, 8(2).
Kerr, G. and Patti, C., 2015. Strategic IMC: From abstract concept to marketing management tool. Journal of Marketing Communications, 21(5), pp.317-339.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review paper). International journal of information, business and management, 6(2), p.95.
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.