Evolution of Marketing & Communication

Running Head: Marketing & Communication
Addison Lee
Marketing &
Communication

Marketing & Communication P a g e | 1
Table of Content:
Task 1: Evolution of Marketing.............................................................................. 3
Production.......................................................................................................... 3
Product............................................................................................................... 3
Selling:................................................................................................................ 3
Marketing Orientation......................................................................................... 3
Task 2: Marketing Environment............................................................................. 4
Marketing environment & its importance to business........................................4
Factors impacting marketing decisions of Addison Lee......................................4
Economic factors............................................................................................. 4
Sociocultural factors........................................................................................ 4
Strength............................................................................................................. 5
Diversifying the customer base from B2B to Business to customers...............5
Mobile application........................................................................................... 5
Weakness........................................................................................................... 6
Not been able to make a big name in carpooling services..............................6
Customer feedback......................................................................................... 6
Task 3: Marketing Strategies................................................................................. 6
Objective............................................................................................................ 6
Segmentation approaches for Addison Lee........................................................6
 Demographic & Socio economic................................................................6
 Consumer response approach...................................................................7

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Task 4: Marketing Mix............................................................................................ 7
Using Marketing Mix or 7P’s for Addison Lee......................................................7
Recommendation............................................................................................... 8
Product............................................................................................................ 8
Price:............................................................................................................... 8
Promotion........................................................................................................ 9
References:.......................................................................................................... 10

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Task 1: Evolution of Marketing
A.
Production: Production in marketing is the production of a product or service
with an aim to sell. In the given case of Addison lee, production will include the
new GPS system which is designed to track vehicles, the new mobile App, which
was launched with an aim of moving the business model to B2C. As these two
have brought about a surge in sales and hence are a part of the company’s
production.
Product: The primary product of Addison Lee is the hire services provided to
travellers. These services are provided in the means of cabs, taxi bikes, jets,
coaches etc. to people in London.
Selling: Selling is one of the most important aspects of marketing. Once the
product is launched, it is imperative to sell it to the right customers. Addison Lee
sales happen through the website (25%) & via mobile application (50%). The
company has been receiving a good amount of traffic on both its website as well
as the application, the number of downloads on Google’s play store has
increased manifolds since first launch, which is a clear evidence that the
business is growing well and the sales strategy used is impactful.
Marketing Orientation: This is the company’s philosophy which is
focussed upon discovering and fulfilling the needs as well as desires of its target
customers through its product mix. The company has launched a mobile app,
introduced the ETA model, driver tipping service, sending personalized email to
the customers offering valuable deals and changed the logo to give a premium
look.
B.
The orientation which is adopted by Addison lee is aimed towards revamping the
marketing and branding strategy of the firm. The company has been on a
mission to garner traffic from new target customers. They have introduced a new
logo for the brand which is bold & has a premium look. This is done in order to
gain market attention. At the same time, the company is investing heavily on