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Marketing and Digital Communications : Report

   

Added on  2020-05-28

17 Pages4508 Words62 Views
Running Head: MARKETING AND DIGITAL COMMUNICATIONS 1Marketing and Digital Communications:Delivery Hero

MARKETING AND DIGITAL COMMUNICATIONS 2Executive Summary Marketing and promotional plan of the company is an important component of marketing planand its marketing strategies. This plan of the company includes all of its objectives, when it isabout its target market, promotion and pricing. The plan is prepared using different advertisingand promotional techniques, which are used by Delivery Hero. Delivery Hero is a food orderingsystem that is based in Germany and operating its business in more than 40 countries. The majorobjective of this report is to prepare the promotional plan, value analysis and to analyze theobjectives different promotional mix elements. The company is adopting different techniques,like; advertising, personal selling, sales promotion, direct marketing etc. It is performing itsbusiness activities very well and gaining competitive advantage over its competitors in the onlinefood ordering industry. Table of Contents

MARKETING AND DIGITAL COMMUNICATIONS 3Introduction......................................................................................................................................4Background......................................................................................................................................4Aim...............................................................................................................................................4Company Description..................................................................................................................4Target Market...............................................................................................................................5Value and Position Compared to Competitors.............................................................................5Justification for Proposing Better Value......................................................................................5Research Methods............................................................................................................................5Current Value Analysis....................................................................................................................7Customer Perceived Value...........................................................................................................7Competitor’s Value Analysis.......................................................................................................7Current Value Position of Delivery Hero....................................................................................8Functional Value..............................................................................................................................9Marketing Promotional Plan............................................................................................................9Objectives of Marketing Promotional Mix Elements................................................................10Advertising and its objectives................................................................................................10Sales Promotion and its objectives.........................................................................................11Direct Marketing and its objectives........................................................................................12Personal Selling......................................................................................................................12Digital Communication Budget.................................................................................................12Conclusion.....................................................................................................................................13References......................................................................................................................................14

MARKETING AND DIGITAL COMMUNICATIONS 4IntroductionMarketing communication and promotional plan is one of the important documents, which isdeveloped when an organization brings its new products and services to the market place.Marketing communication plan is a program to communicate or share its marketing message toits target audiences (Alagoz, & Hekimoglu, 2012). It is an important component of marketingplan. It includes different marketing communication and promotional strategies, which anorganization uses to introduce and promote its new products and services to its target customers.This report includes the discussion about marketing and promotional plan for a leading fooddelivery service, i.e. Delivery Hero. Delivery Hero is a leading food delivery service that isfounded in Germany and offering its services all over the world (Deliveryhero.com, 2017). Themajor objective of this report is to generate the value for The Delivery Hero by the use ofpromotional and marketing strategies and tactics. The below report includes current valueanalysis of the Delivery Hero by considering its customers and competitors. Furthermore, itconsists of marketing communication and promotional plan for this company, which includesdifferent promotional techniques and strategies. Background Aim The main objective of the report is to develop promotional strategies for Delivery Hero, so that itcan generate value for its products and services. Company Description Delivery Hero is a web-based food delivery service that is originated in Berlin, Germany. Theorganization is listed publically and operating its business in more than 40 nations globally inAsia, Europe,, Latin America and Middle East and its partners with over 150,000 food outlets.In today’s business environment, food delivery apps are acquiring momentum because of theiraffordability and convenience. As per the financial report of the year 2017, this organization isan international leader in the categories, like; restaurants, orders and energetic customers. Thecompany has experienced a significant revenue growth in the duration of 2010-2015.

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