Marketing Communication Plan Essay For SSP Group Plc.

Evaluate different types of marketing channels and how they serve communication objectives within an organisational context.
Critically evaluate how marketing channels of communication are integrated within an organisational context to add value and maximise resources.
Make valid judgements about how marketing channels add value using specific organisational examples to demonstrate how they serve communication objectives.
Devise communication objectives and justify appropriate channel selection and integration
Design communication objectives for a given organisational situation.
Provide justifications for the selection and integration of communications channels chosen.
Evaluate the application of the communication objectives in relation to the marketing communications mix and the organisational business objectives.
Create a valid and detailed marketing communications plan that appropriately integrates multiple communication channels, has SMART objectives and tactics to meet the overall marketing and business objectives.
Design and produce content appropriate to the channel and communication objectives
Create a marketing communications plan that effectively meets communication objectives for a given organisational situation.
Evaluate the application of the communication objectives in relation to the marketing communications mix and the organisational business objectives.
Evaluate how leaders and managers can improve efficiencies ofoperational management to meet business objectives successfully.
Demonstrate the ability to critically evaluate a case study involving communication strategy, channel choice and creative content
Critically evaluate a marketing communications plan in relation to the communication strategy, channel choice, creative content.
Critique and review the success of the monitoring and impact of the marketing communications plan.
Provide appropriate and justified recommendations for improving the marketing communications plan to maximise revenue and successfully meet both communication and business objectives.

Types of marketing channels

Integrated marketing communication channels are effective as well as necessary elements for every organization. These channels help organization to accomplish its tasks in an effective manner through which desired goals and objectives could easily be attained. Primary motive of using these channels is to promote organizational products and services as well as to spread awareness amongst the target audience with relevance to the organizational products and services. In this report, marketing communication plan will be discussed with regards to the operations of SSP Group plc with the motive of promoting organizational products and services (Armstrong, et. al., 2015). SSP Group plc is a British multinational corporation headquartered in London. Its main operations are providing branded catering services. Along with the branded catering service, organization also holds retail units at more than 125 airports and 270 railway stations across the globe. Company act as concessionaire and it is listed on the London Stock Exchange and it is one of the constituent of the FTSE 250 Index. This business was established as a division of SAS Group in the name of SAS Catering in 1961. Further, its name was changed to Select Service Partner and acquired by Compass Group in May 1993 for £72 million.

In this report integrated marketing communication channels will be discussed with regards to the promotion of organizational products and services in the target market. The first part of the report will focus over the usage of different types of marketing channels so that organizational desired goals and objectives could be attained. Further, the report will focus over various communication objectives in relevance with the current organizational situation. With regards to the organizational situation, justifications will be given for selecting and integrating chosen communication channels. Next part of the report will discuss a marketing plan in relevance with meeting with the organizational communication objectives so that the products and services could easily be promoted. The marketing plan is an effective element for enhancing the demand for organizational products and services in the target market along with the upliftment of organizational image. This will help the organization to gain competitive advantage in the marketplace. The last part of the report will discuss marketing communication plan with regards to the communication strategy, attractive and creative content and channel choice so that appropriate goals could be attained.

Communication is the process of transferring and sharing information from one party to another. This is mostly used by every individual to share specific information as well as by companies to spread awareness amongst the public with relevance to their products and services. In this scenario, marketing communication will be discussed in relevance with SSP Group plc’s operations. Company is willing to expand its business by promoting its existing as well as new products and services in the target markets. With the help of this, different types of target markets will be approached through which demand for the existing products and services will be enhanced which will ultimately help the organization to gain competitive advantage (Armstrong, et. al., 2012). Marketing communication is the platform which includes both traditional as well as digital media platforms. Role of these communication methods is to approach to the target audience along with building appropriate relationship between organization and customers. Amongst these communication methods, two way communication measures play vital role as these have effective role in communicating with the target audience. Goal of marketing communication is to cover all aspects such as advertising, promotion, sales, social media, online communication, etc. (Assaf, Barros & Sellers-Rubio, 2011).

Communication objectives and channel selection

Purpose of marketing communication is to create brand awareness amongst the target audience with respect to the organizational demands and wants. This is necessary with respect to the attainment of desired goals and objectives. Marketing communication operates on AIDA model with following objectives:

• A: This is mainly done to attract the customers as well as to bring attention of customers towards the organization and its products.
• I: This stands for interest of the customers, products are promoted amongst the target audience as per their requirements to build their interest (Dibb, 2010).
• D: It stands for desire and its major purpose is to convince customers for consuming the particular product or service by explaining them the benefits through which customer’s needs could easily be satisfied.
• A: It denotes to action taken by the organization for approaching to the target audience or to the existing as well as potential customers with regards to the purchasing.

There are different types of marketing channels are available through which SSP Group could easily promote its products and services in target market through which customer base of the organization will be enhanced through which market position of the organization will also be improved. In terms of promoting and spreading awareness regarding products and services, organization needs to form an effective combination of marketing channels. Both traditional as well as contemporary form of marketing channels will be used by SSP Group’s marketing team (González?Benito, Martos?Partal & Fustinoni?Venturini, 2014). Primary objective behind adaptation of these marketing mediums will be increasing customer base, enhancing market share as well as to build appropriate relationship with the customers. This is the most appropriate strategy for retaining customers as well as for gaining competitive advantage in the market. Traditional forms of marketing channels include database/direct marketing, personal selling, advertising, sales promotion, public relations and sponsorships. These mediums will help the organization to reach to those groups of individuals which are not much aware of the traditional forms of marketing. Apart from this, primary aim of traditional marketing tools is approaching to the people aged more than 45 as they are not much aware about the digital media platforms. Along with the old age group people, traditional marketing tools also helps organization to approach to all age group of people as these mediums have developed a distinctive place in individuals’ lives such as television, radio, newspaper, etc.  

These mediums are effective enough to promote products and services so that by developing attractive offers to bring attention of target audience towards organization as well as towards its products and services. Along with the traditional forms of marketing channels, latest marketing channels will also be used such as digital marketing strategies, social media platforms, email marketing, advertisement through television, radio, etc. (Hollensen, 2015). With the help of these mediums, organization will be able to promote its services amongst the target audience which will ultimately lead to increase demand. Thus, SSP Group will be able to tie up with more brands which will increase product offering of the organization and with the help of this, large number of customers will be targeted. Communication methods are useful in relevance with enhancing organizational goals and objectives (Huang & Sarigöllü, 2014).

Communication is a primary element for every organization and with every communication tool, organization has several objectives. Amongst these communication tools, primary objectives are spreading awareness amongst the target audience, projecting an image amongst the potential and existing customers. Objectives for marketing communication are for long term goals and under this, marketing campaigns are created so that value for the brand could be enhanced by passing time. Primary objectives for marketing communication with regards to the SSP Group’s operations are attracting other brands and customers towards their services. In terms of different situational contexts in organization, role of a leader and manager’s functions plays vital role (Luan & Sudhir, 2010).

Marketing Communication Plan

Primary communication objectives for SSP Group are to establish a unique connection with the customers so that expected outcomes could be attained. As SSP group is engaged in providing catering services in trains, airports, etc., thus, it is required for the organization to develop appropriate relationship with the suppliers. This helps the organization to serve quality food to its customers. Apart from this, it is also necessary for the purpose of desired goals and objectives. In relation with this, it is necessary for the organization to enhance its performance along with increasing sales, revenues, profitability, etc.     

In terms designing communication objectives as per organizational operations, role of a leader and functions of a manager plays vital role. Leader is responsible for creating new systems along with institutionalising the new and advanced approaches with regards to the attainment of organizational desired goals and objectives. Whereas, function of a manager in this process is to plan, organise, control and lead the work of its subordinates and employees with the aim of attainment of organizational goals and objectives. Marketing communication is an element through which companies stay connected with their potential as well as existing consumers. Using this tool, organization could easily transfer information, spread awareness amongst target audience. Primarily, communication vehicles include newsletter, websites, emails, etc. (Martos-Partal & González-Benito, 2011).

Objectives of marketing communication are as follows:

• Increase awareness: Increasing brand awareness is not the only marketing objectives but it mainly carries priority amongst the overall marketing objectives. Increasing awareness is crucial and necessary almost for every company as it helps them to enhance the demand for their product as well as to establish an effective brand image in the target market (Keegan & Rowley, 2017).It is also necessary for the purpose of spreading awareness amongst the target audience so that goals and objectives could easily be accomplished. In relevance with SSP Group, it is required for increasing awareness so that customer base could be enhanced along with gaining a decent image in the target market (Morritt & Weinstein, 2012).
• Change attitude: Changing consumers’ attitudes of the consumers is necessary with regards to the improvement of organizational image in the target market. With regards to this, it is required for the organization to develop appropriate perceptions of the organization amongst the consumers so that competitive advantage could be attained (Richards, et. al., 2012).
• Increasing sales: Communicating with the consumers keeps them active in relation with the new happenings of the business. Apart from this, it also helps the organization to highlight key features of its products and services through which target customers could stay connected with company’s activities. Business activities include product launches, sales, expansion, as well as introduction of new products. Main objective of this form of marketing communication is to spread awareness amongst the target audience to make them realise that they are crucial part of organization and its operations (Wedel & Kamakura, 2012).
• Brand awareness:Each message which is shared by the organization amongst its consumers helps the organization to build or to establish an effective brand image in the customer’s mind. Brand awareness could be promoted through consistent messaging to the target audience. Along with this, appropriate media techniques will be used so that strong brand identity could be established in the target market (Bhupathi, 2016).

SSP Group plc is a multinational corporation engaged in providing catering services at airports and railways stations. It operates a vast portfolio of small brands and amongst them, most of the brands are locally specific and some of those brands are Starbucks, Le Train Bleu, Le Grand Comptoir, Upper Crust, Burger King, Walter, and Caffe Ritazza. With regards to improving organizational image in the target market along with gaining positive outcomes, it is necessary to enhance organizational image as well as to enhance organizational image in the target market (Belch, et. al., 2014).

SSP Group is required to adopt appropriate and effective mediums of communication through which organization could easily promote its products in the target market. This will help the organization to gain positive outcomes along with enhancing demand for their products and services. Ultimately, organization will be able to set up an effective position in the target market through which market share of the organization would also be enhanced in the marketplace. In order to run an organization well, managers and leaders play vital role as they are the appropriate as well as responsible person to communicate organisational objectives with the employees and employees’ expectations to the management of organization so that desired goals and objectives could be attained along with the fulfilment of employees’ needs and wants (Ots & Nyilasy, 2015). 

Communication plays significant role in enhancing organizational performance as it helps the organization to deal with the day to day or big challenges and issues in an effective manner. For example, until employees would not know expectations of organization from them, they will not be able to gain desired outcomes as per the organization. Thus, it is necessary for both organizations as well as for employees. Organization is required to share their views, opinions, and expectations which needs to be attained to the employees while, employees are required to ask for the necessary resources, safe workplace environment as well as for all those things which will be required for the accomplishment of tasks in an effective manner along with the attainment of organizational desired goals and objectives (Caywood, 2016).

Evaluation of Marketing Communication Plan

Communication flows forward, backward, as well as sideways in an organization. This flow is known as communication and the medium through which communication flows is known as communication channels. For example, top level management forms policies, rules and regulations for the whole organization to consider it while performing the assigned tasks on behalf of the organization. Those policies, rules and regulations are conveyed to the middle level management which further communicated to the lower level management and employees and workers. The flow of information can be top to bottom level or vice versa and it is very crucial to direct the employee towards the same path to walk upon in relevance with the attainment of desired goals and objectives. Flow of communication could be done through various mediums such as face-to-face, email as well as through interdepartmental memos (Kim, Kim & Marshall, 2016).

With regards to improving organizational and employees’ productivity, it is essential for the organization to select an appropriate or mixture of effective communication channels. From the various mediums of communication channel, managers need to analyse effectiveness and efficiency of each available communication medium for the betterment of organization.

• Video conferencing, fax machines,
• Digital mediums and traditional forms.

Trending mediums of communication are:

• Social media platforms
• Internal communication systems such as internal chat system, messaging application which could be customised as per organizational requirements (Keller, 2016).

Social media mediums of communication are also effective in relation with staying connected with the target audience as well as existing and potential customers. These platforms are effective in today’s business environment. With the help of these platforms, customers could share their feedback, opinion and valuable experience with the company’s services on social media platforms. Although, there will be both negative as well as positive comments but negative comments will provide organization a relative opportunity to adopt appropriate measures to eliminate the negative feedback by improving the services whereas, positive comments by customers will help the organization to gain more customers (Karjaluoto, Mustonen & Ulkuniemi, 2015).

Amongst the available options and as per the SSP Group’s aims and objectives, digital mediums and internal communication methods will be adopted. Primary reason for selecting these communication mediums is their effectiveness as well as these mediums of communication provide option to customise it as per the requirements. Hence, organization could easily attain its goals and objectives of promoting its products and services in the target market (Fill & Turnbull, 2016). Social media mediums of communication provide a speedy platform to share information amongst the al stakeholders through which information is exchanged within the organization and its stakeholders within fraction of seconds.

It is necessary for the organization to establish reliable image amongst the target audience with the objective of enhancing organizational performance. With regards to this, organisation needs to focus over quality of their products along with providing customisation and related options. These strategies will help the organization to boost up its performance along with developing reliable brand awareness amongst the target audience.

This is another effective medium of marketing and promotion for spreading brand awareness amongst the target audience. With regards to the advertisement, there are numerous platforms which could be used for spreading awareness. Along with this, it is necessary for the organization to choose the advertisement tools wisely in terms of accomplishing the tasks. This is necessary in relation with the attainment of desired goals and objectives and the major objective behind adaptation of advertisement tools.     

Recommendations for improving the Marketing Communication Plan

SSP Group is planning to expand its business and in relation with this, it is necessary for the organization to promote its services and products amongst the new markets. With regards to this, it is required for the organization to adopt appropriate promotional strategies through which target audience could be approached. The promotional strategies adopted by the organization will mainly be used for enhancing awareness of the organizational products (Valos, et. al., 2016). Social media platforms and other effective digital media platforms will be used by the organization to communicate with the customers as well as with the employees so that the desired goals and objectives could be attained. In relation with this, organization would be able to develop a reliable position amongst the target audience. This will ultimately help the organization to enhance the demand of their products and services which will be lead the organization towards attainment of sustainable growth and development (Shen, et. al., 2016).  

Internal communication systems are necessary for the organization for the objective of conveying messages from the top level management to different departments of the organization. When an organization plans to expand its functionalities along with the objective of enhancing its productivity, certain new and advanced strategies needs to be adopted for the same. Adaptation of these strategies is the action of top level management, leaders and senior managers while implementing them along with facing challenges and issues with respect to the implemented strategies is faced by the employees. In that scenario, organization requires an effective internal communication system through which every person of the organization could get appropriate information regarding the application of those strategies along with discussing the issues and challenges faced by the employees with the objective of attaining desired goals and objectives.  

SSP Group’s primary communication channels will be:

• Traditional Mediums:
• Newspaper
• Magazines
• Board hoardings
• Television
• Radio
• Non-traditional mediums:
• Social media
• Search engines
• Event
• Sponsorship
• Personal relation

SSP Group is planning to expand its business and in relation with this, it is necessary to increase product offerings. Along with the product offerings, organization also requires to develop as well as maintain effective relationship with the suppliers so that the quality of the food could be maintained. This aspect helps in attainment of customer satisfaction which ultimately helps in the accomplishment of desired goals such as increasing customer base, customer satisfaction and reliability over organization and its products. With regards to this, organization has asked its marketing team to design an effective marketing communication plan along with the above discussed marketing communication channels so that the desire goals could be attained.

Determining target audience is the main attribute of a marketing communication plan. With regards to the target audience, appropriate mediums are adopted to approach them as well as to build brand awareness amongst them. This will be done by the segmentation criteria and as per the products and services of organization. Demands and wants of the target audience will be analysed along with determining the suitability of organizational products and services. In accordance to this, appropriate changes will be applied amongst the organizational promotional and advertisement plan through which desired goals could be attained.

Marketing communication plan is developed for conveying the organizational messages to the target audience. This is mainly used for promoting organizational products and services amongst the target audience along with gaining desired goals and objectives. Apart from this, marketing communication plan is also used for staying connected with the target audience as well as to approach to other segments of audience. This plan is also effective and beneficial for enhancing organizational image in the target market along with gaining competitive advantage. Primary objectives with relevance with the marketing communication plan are to build strong relationship with the target audience so that the desired goals could be attained along with enhancing the market share of the organization in the target market. Primary objectives of marketing communication plan is to attain its communication objectives such as increasing awareness regarding organizational products amongst the target audience, increasing brand awareness, increasing brand loyalty, etc. (Ashley & Tuten, 2015).

SSP Group plc has planned to expand its business in the other parts of the world and in relation with this, they have asked their marketing manager to adopt certain effective and advanced set of strategies through which desired goals and objectives could easily be attained. The foremost activity which needs to be executed by the marketing team of SSP Group will be analysing the demand for target audience through which consumer’s demand, taste, preferences and interest could be analysed for the motive of making a reliable and effective image in the customer’s mind-sets for the organization.

Communication Plan

Marketing communication plan of SSP Group will include combination of:

• Traditional forms of marketing strategies:it is necessary for the organization to promote its products and services with the objective of enhancing demand for the organizational products in the target market. It is required for the organization to uplift its marketing image along with increasing customer base. These objectives will only be attained when products and services of the organization will be promoted amongst the target audience. Brand and product awareness is very crucial element for generating demand for the products and services of the organization (Sozinova & Fokina, 2015). Board hoardings, television, radio, magazine, etc. are certain options available in the traditional forms of marketing strategies. These platforms will not work as per the organizational expectations as traditional forms are known for one way communication, thus, organization will much focus over two way communication i.e. modern communication channels.
• Contemporary forms of marketing strategies: Digital platforms of marketing, social media, websites, search engines, third party website promotion, are certain effective sources available in contemporary form of marketing channels. These channels will used for communicating with the target audience along with spreading awareness amongst them regarding the introduction of new products and services. This method of communication will also help the organization to get in touch with the target audience through which feedbacks and opinions could be obtained. This helps the organization to analyse the gap between customer’s expectations and effectiveness of organizational products and services.

With regards to this, it is necessary for the organization to adopt appropriate marketing strategies such as social media campaigns and email marketing for building strong relationship with the customers. This strategy will help the organization to retain the existing and potential customers along with enhancing the customer base. Ultimately, organization would be able to gain its desired goals and objectives in terms of sustainable growth and development (Kotabe & Helsen, 2014). Main aim of developing a communication marketing plan is to establish strong connection between target audience and organization. This helps the organization to develop its positive image amongst the target audience through which demand for the products and services would be enhanced along with gaining competitive advantage. Thus, it is necessary for the organization to select the most appropriate mediums of marketing and advertisement through which target audience could easily be approached (Kotler, 2015).

The marketing communication plan of SSP Group plc is made for enhancing customer base with the objective of enhancing revenues, sales and profitability. Currently, organization is operating at more than 125 airports and 270 railways stations and with regards to the expansion of the organizational business in other parts of the world, marketing communication plan has been developed. The marketing communication plan will help the organization to build strong relationship amongst the target audience along with gaining positive outcomes. Organizational marketing team has mainly includes digital media strategies along with the combination of traditional forms of communication. It has been analysed that two way communication methods are significant in comparison to the one way communication methods.

Target audience is huge and in relation with this, it is necessary to adopt various communication methods so that large group of individuals could be targeted. Both traditional as well as non-traditional forms of marketing channels have their own advantage. Both traditional and non-traditional marketing channels have their own target audience and both channels helps the organization to spread awareness amongst the target audience so that the demand for the products and services could be increased. Apart from this, both channels execute with each other’s support because when an event is being sponsored, it reaches to the target audience through traditional forms of marketing channels such as through television, radio, etc. Thus, both mediums are dependent over each other, thus, it could be said that the marketing channels adopted by SSP Group are effective enough to generate opportunities in relevance with the growth and development of the organization.

In relation with attracting target audience, organizational marketing team has developed creative content such as attractive messages so that target audience could be attracted towards the organization. Along with this, organization has also developed the creative media content as per marketing conditions, consumer behaviour and on the basis of their taste, preferences and demand. This will help the organization to gain positive outcomes along with the objective of gaining competitive advantage in the target market (Saenko, et. al., 2016).

Two way communication methods help organization to stay connected with their potential and existing customers. This process helps the organization to share crucial information and regular updates to the customers in relevance with the products and services and for other updates such as introduction of new products, introduction of discount offers, etc. Along with this, customers could also share their views, opinions and feedbacks with regards to the organizational services, products as well as their experience with the organization. These reviews, opinions and feedbacks are posted over organizational website and other official social media pages which could also be seen by everyone. These reviews, feedbacks and opinions by existing customers have a positive influence over future customers. Along with the two way communication strategies, organizational marketing team has adopted digital marketing strategies as the part of communication strategies. This helps the organization to spread awareness amongst the target audience with regards to the attainment of sustainable growth and development objectives (Kitchen & Burgmann, 2015).

Conclusion

From the aforesaid information, it can be concluded that every organization is required to adopt appropriate marketing strategies with the objective of spreading awareness for the organizational products and services amongst the target audience. Apart from this, these marketing strategies are useful for generating demand for the particular product by establishing an effective brand image amongst the target audience. In this report, marketing communication channels, communication objectives, selection and integration of marketing channels have been discussed in relevance with SSP Group. Along with this, marketing communication plan have also been discussed in this report along with evaluation of the marketing plan.

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