Promotional Mix Strategy for Metro Bank

MARKETING AND
COMMUNICATIONS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Target audience...........................................................................................................................1
Promotional mix theory...............................................................................................................1
Suitable promotion technique.....................................................................................................1
Justification foe selected channel................................................................................................2
Explanation of communication message.....................................................................................2
AIDA marketing theory..............................................................................................................2
Feedback collection method........................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Communication is most important part of business unit. It helps in circulating common
message to all so that confusion can be minimized and overall goal of the firm can be achieved.
Present study is based on Metro bank (Yohanes Chiftri and et.al, 2015). Cited firm is aiming to
enhance its personal banking services by 5% by targeting university students in South East
London. The main objective of preparing communication plan is to circulate the message to the
target audience so that company can meet with its objective. Current study will include target
audience of the firm. Furthermore, it will describe promotion mix theories.
MAIN BODY
Target audience
Metro bank is performing well in UK, now company aims to enhance its number of
customers. For that target audience of the cited firm are university students in the South East of
London. These students come here for the educational purpose and their families send then
money through bank (Ubeja, 2014). Thus, they are the target audience, by targeting them entity
will be able to grow its personal banking services by 5% till the end of February 2019. Students
are giving good response to the bankers because Metro bank is near to their university so they
can get banking services immediately.
Promotional mix theory
Promotional mix is the way to circulate the message to target audience. Through
implementing promotional strategies company tries to make consumers aware with benefits of
using product and services of the organization. Metro bank promotes its personal banking
services by taking support of accurate promotional tool spo that target audience can get attracted
towards the firm (Pandey, 2015). There are various promotional mix elements such as
advertisement, selling, direct marketing, sales promotion and public relations. By applying these
methods product of the company can be promoted easily.
Suitable promotion technique
In order to attract university students Metro bank should take support of personal selling
promotional strategy. It is the type of tool in which representative of company directly
communicates with the consumers and make them aware with products of the firm.
Representative of Metro bank can conduct group meeting with the students of college and can
promote its products and services (Hassan, 2015).
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