MCOM4040 Marketing And Communication

Describe the Production, Product, Selling, and Marketing orientations

 

Identify and explain the orientation adopted by Addison Lee, and provide two (2) examples that demonstrate Addison Lee’s use of the approach 

Describe marketing environment analysis and discuss why it is important for Addison Lee, prior to setting a marketing strategy 

 

Considering the macro environment of Addison Lee, identify and discuss one (1) Economic factor and one (1) sociocultural factor that impact Addison Lee’s marketing decisions. Explain whether the factors create marketing opportunities or threats for Addison Lee 

Considering the micro environment of Addison Lee, identify two key competitors and discuss their potential threat to the business.

 

Identify and explain two (2) internal environmental factors that could be considered as strengths or weaknesses of Addison Lee’s business operation 

Part 1: Poster

Part 2: A Rational to Support the Communication Campaign

Promotional Mix Theory

The promotional mix indicates a blending of promotional variables that is chosen by the marketers so that the firm can reach its goal. It is commonly held that there is an optimal method by the help of which budget is allocated in relation to the different elements so that the best results can be achieved (Cha et al., 2017). The challenge in the arena of marketing is to find out the right mix and the activities include that of advertising, sales promotion and public relations. Direct marketing along with that of corporate image campaigns are also considered to be important part in relation to the promotional mix.

Promotional Mix Theory of Poster

Posters can help in marketing the products and services of a company. The attraction of the poster is on account of its visual appeal that attracts the attention of the passersby. The spectators of the poster become interested to try out the new service thus leading to gains for the company and causing profitability for the company (Kaiser et al., 2017).

Description of Target Audience and response sought

The target audience of Addison Lee that is a minicab company are the people who seek the comfort of travelling and look for a rejuvenating experience while being on the road. It symbolizes the modern generation and brings to light the unique taste of the users of the service (Lee 2014). The target audience covers the younger population aged between 18-25 years of age who take recourse to minicabs and taxi bikes along with that of the business class who use the service of the private jets.

It wants to grab the attention of the passersby with the help of the communication campaign (Li and Pang 2017).  The unique services delivered by the brand would be brought to light with the help of the poster who would then be intrigued to try out the special services of the private hire service company in the UK.

Justification of using poster

Print media serves a significant role in spreading information and it influences the public opinion. It has a direct impact on the decision making ability of the consumers. Media hence plays a great role as an advocacy tool. The eye-catching aspect in relation to the poster and its element of strong visualization endears it to the audience (Pendal et al., 2015).  They can help in raising awareness and provides a basis of public discussion. Media also has a educating impact on the mind of the mind of the public. They help in making the issue visible and also helps in raising money in relation to a cause.

Explanation of communications key message

The key message of Addison Lee poster is-Exclusive Business Class Cars At Your Service. Addison Lee provides a trusted business class service for over 40 years. Addison Lee have  grown and endured valuable service in the field of providing business class service for more than forty years (Rajalakshmi and Singh 2017). Taxis along with that of business cars can account for much more and the clients can enjoy the extraordinary standards of the service. The latest technology are made use of along with that of the traditional values related to customer service to provide a never forgettable experience for the users of this unique brand. The car service industry has been completely revolutionised with the help of their unique services that makes use of innovative technology.

AIDA (Attention, Interest, Desire, Action) marketing theory in relation to Addison Lee 

AIDA is one of the guiding principles in relation to marketing along with that of advertising in the modern age. By the help of the communication campaign with the help of the poster, the attention of the public will be captivated that will rouse desire in the public to try out the service and thus take active steps (Sun, Li and Feng 2016). The message will be understood by the public and the special features of the car service will be brought to light with the help of the poster. The objective of Addison Lee to grab the attention of the audience with the help of the visual appeal of the poster and the special message will add to the profit of the company and prove to be of immense help in earning the loyalty of the people who are interested to try out the services of Addison Lee.

Collection of Feedback

A follow-up can be done with the clients by making use of a friendly e-mail that asks for the feedback. Customers are also interested to give feedback in a private environment as compared to that of an online review. Platform like that of White spark’s Reputation Builder can be made use of in order to provide valuable insight into the experience of the customer with the help of the Net Promoter Score (NPS). NPS provides an industry recognized benchmark for laying down clearly the experience of the public (Youn, Chen and Dazzi 2017). The customers are asked whether they would like to recommend the company to that of a friend or a relative. The customers can provide the response on a scale of 0-10. An automated system should be put in place so that consistent feedback can be received. The customers can also be called so that information can be gathered about the effectiveness of the poster. It thus helps in building a bond with that of the customers.

References:

Cha, Y., Kim, J., Park, B., Park, Y. and Kim, S.D., 2017. Development of an ICT Car Service Applying a Human-Centered Design. KSII Transactions on Internet & Information Systems, 11(6).

Kaiser, C., Stocker, A., Viscusi, G., Festl, A., Mo?rtl, P. and Glitzner, M., 2017. Quantified Cars: An exploration of the position of ICT start-ups vs. car manufacturers towards digital car services and sustainable business models. In 2nd International Conference on New Business Models (NBM2017) (No. EPFL-TALK-229273).

Lee, C.Y., 2014. Car rental management system (CRMS).

Li, D. and Pang, Z., 2017. Dynamic booking control for car rental revenue management: A decomposition approach. European Journal of Operational Research, 256(3), pp.850-867.

Pendall, R., Hayes, C., Dawkins, C., Jeon, J.S., Knaap, E., Blumenberg, E., Pierce, G. and Smart, M., 2015. Driving to opportunities: Voucher users, cars, and movement to sustainable neighborhoods. Cityscape, 17(2), p.57.

Rajalakshmi, G. and Singh, Y.J., 2017. An Android Application for Location based Car Service Recommendation. Asian Journal of Applied Science and Technology (AJAST), 1(3), pp.145-148.

Sun, X., Li, T. and Feng, Z., 2016, July. Connected and open platform-based approaches for smart car service design. In International Conference on Cross-Cultural Design (pp. 584-591). Springer International Publishing.

Youn, C.H., Chen, M. and Dazzi, P., 2017. A Cloud Broker System for Connected Car Services with an Integrated Simulation Framework. In Cloud Broker and Cloudlet for Workflow Scheduling (pp. 105-134). Springer Singapore.