Understanding Marketing Communication Strategies

This assignment delves into the crucial aspects of marketing communication strategies. It emphasizes the significance of context analysis for effective market assessment and understanding a company's current position within its environment. The importance of identifying and analyzing consumers as key drivers of long-term business growth is also highlighted. The document provides insights into various concepts related to marketing communication, drawing upon relevant academic literature and research.

MARKETING
COMMUNICATION

Contents
INTRODUCTION.....................................................................................................................................3
Analysis of components that may affect marketing communication of Uber.....................................3
2. Assessment of strategic component for Uber:................................................................................7
CONCLUSION.......................................................................................................................................10
REFERENCES........................................................................................................................................11

INTRODUCTION
Marketing communication plays an important role in every single organisations so that
benefits can be gained in order to promote products and services which is being offered by
them (Belch and et. al., 2014). It has been located that companies can use various marketing
channels and tools in order to bring goods and services that they are offering at marketplace
(Belch and et. al., 2014). This element helps a firm in communicating its message so that to
attain its goals and objectives right on time. Under this report firm which has been taken that
is Uber which is a ride sharing company. It was found in 2009 by Travis Kalanick and Garrett
Camp. Firms headquarter is in San Francisco, California, United Kingdom. Assignment is
going to include analysis of business purpose, buyer and etc. along with this, critical
evaluation of communicating strategies that has been utilised by Uber.
Analysis of components that may affect marketing communication of Uber
Business context: Uber is a leading online transportation company of the world
which is headquartered in San Francisco City of USA. This firm offers taxicab and vehicle
services to citizens by giving an online application to users where they can submit a trip on a
desired location. It uses own software program to operate, develop and market the
transportation business in almost 66 countries and 547 cities of the world. This company
provide Uber App which is being used by citizens of nation that helps in sending request to
drivers of Uber car who are near to him/her. Along with this, they are rapidly analysing the
environment considering all the perspectives of consumers and plans strategies so that to gain
competitive advantages at marketplace. It is much needed for them to keep on locating areas
and formulate designs of strategies so that they can grab attention of customers in ample
number (McGraw-Hill Education.Castronovo and Huang, 2012).
Buyer context: Customers are essential for each and every kind of company as they
termed as end user of any products and services. In context of Uber, it is fundamental for
them to analyse their target market; therefore, they will be able to cater services to them
accordingly. Basically, they targeted youngsters for their administrations. As they know how
to use application of company for bookings. Buyer context of the company stated that they
want a good quality services which enable them and render a feeling of sense of relief. As per
this, this signify and provide a slogan by a company of family. As Uber caters quality

administration with appropriate amenities which should be define as buyer context of a
company. To enhance the profitability business customer base, they will provide some
guidance to other individuals so that they will get attracted towards them. In this manner,
they will be able to increase their profits and market share in an effective manner (Danaher
and Rossiter, 2011). To retain clients for maximum time span, some offers will be given to
them as well. In addition to this, they have to resolve issues of clients within limited duration'
this helps to build their brand image in the marketplace. it helps to attain the profitability of
organisation in order to attain the effectiveness in performing different types of activities
which are perform by the employee working in the organisation. This organisation
recognises the buying behaviour of client and implement different types of strategies in order
to fulfil the desire of the customer. There are different types of services which are availed by
the different types of customer present in the marketplace. This leads to maximise the level of
profit of the company in effective manner. it also aids to accomplish different types of task
of the organisation in stipulated time period.
Segmentation of consumer: it is very essential for the customer in order to determine
the buying behaviour of the different customer. The management of the Uber needs to collect
the possible information as the possible and segmentation which must be carried on the basis
of age, sex, location, demographic and non-working grounds. The customer needs to analysis
should be measurable, accessible and distinguishable so that segments are characteristics
which are basis of the distinct feature and are determined as on the basis of distinct feature
and are considered worthwhile. For instance, Uber can take distinction of people on the
ground of performing work and non-working class and in order to accomplish different types
of task which are accomplish by the employee working in the organisation. This helps to
maintain the effectiveness in performing different types of activities in proper manner (Belch
and et. al., 2014).
Developing of customer profiles: this is important for the organisation to gather
appropriate information and the relevant data which are related to the loyal customer of as
well as their different features like proposition, objection, media, communication,
demographics, responsibilities, background quotes, common language and many others Uber
has been facing tough competition across while world like Gab Ola and many others. In UK
more than 12% of the adult individuals are using on regular basis to ride in which more than
38% of entire services user are opting the ride sharing service for their process. In order to

attain the goals and objectives of the organisation of the company. There are different types
of approaches which are implemented in order to attract large number of customer. There are
various types of strategies which are adopted by the company in order to enhance the
productivity of the organisation in effective manner. this aids to attain the goals and objective
of organisation (Danaher and Rossiter, 2011).
Discover their Demand: This is the next steps of consumer context in which the
requirements of the consumer are being analysis in order to understand the major concept
along with developing a new service according to the needs and requirement of the
organisation in effective manner. this aids to attain the effectiveness in performing
various activities in proper manner. Company has determined the demand which made by the
different customer and the management provide different types of activities and operation in
order to maintain the effectiveness of the different types of functions of the organisation in
proper manner. it aids to maintain the effectiveness of different activities which are perform
by the different employee working h the organisation in effective manner. the company needs
to accomplish different types of activities of the organisation in proper manner. this leads to
maximise the level off profit if the company in effective manner. this aids to boost the morale
of the employee working in the organisation.
Bridge the gap: Outline and research are needed in order to manage the
effectiveness of the demand and desire made by the customer as the management aids to
assist in determining the various requirement made by the organisation. By determining the
needs and demand made by the customer of Uber. The management of organisation needs to
acquire the demand made by the customer which aids to attain the effectiveness in
performing different types of activities by which the organisation can bring better perception
towards the customer and it aids to increase the profitability made by the organization in
effective manner (Shah, 2011). in order to bridge the gap organisation, implement
different types of policies and norms which helps to solve different types of issues which are
arises during performing different types of activities of the organisation.
Buyer has analysis to use the ride sharing service purchase more than other service.
This has been assumed that more than 5-6% of increment of company has been
conducted the organisation.
STAKE HOLDER CONTEXT

Stakeholder are the most essential part which are as per the with the strategy which
are formulated within the organization. As per the views of stakeholder aims and objectives
of the organisation which are governed by the management of the company. This is very
important for the context analysis of Uber to determine the stakeholder mix for which report
has been undertaking Mendel low’s Matrix in more proper manner. this is important for
mapping and performing activities as per the requirement made by the stakeholder
(Stakeholder Context, 2018).
Stakeholder mapping: This can assist stakeholder in dealing with the the different
conflicting demands. In order t recognise the expectations which are made by the
organisation and tier the power along with aids in forming the priorities of UK. This process
in order to determine main stakeholder which are related to the Uber. Here it is described
mention below:
Box A: Minimum Efforts: Dearth of power and interest which is created by more open
influence to such stakeholder.
Box B: Keep Informed: the stakeholder which have keen interest in the planning strategies
but due to dearth power they have to perform any kind of strategies (Thackeray, Neiger
and Keller, 2012). The administration needs to convenience different opponent in order to
planned policies which are made by employees justified otherwise. These will joining the box
C&D for attaining more power
Box C: Satisfied: These stakeholder needs to keep more satiate in order to reduce their
interest and transforming them to D Box. This is including the reassurance of strategy result
in advance.
BOX D: participation: these are main change driver and could abolish more administrative
strategies if not satiate. Hence they need to interact with determined plan and discuss more
executed problems.
Uber has been performing work over its different types of work in order to determine
and manage effective relationship with the different customer.
ENVIRONMENTAL CONTEXT:

The business affect different operation and different business activities in many ways.
This is not only the factor which helps to operate different functions but also affect the rate of
sales and different functions of marketing in significant manner. in order to recognise the
environment context PEST, analyse is being conducted by organisation (Upadhyaya,
2012).
Political factor: Uber faces various types of problems in the starting phase of
development which has arises different types of problems for the company. On other the
discussion over the minimum wage law in organisation for taxi, it had been politically
interrupted by the company was abiding them by rules and regulation
Economical Factor: The Uber organisation perform different types of activities in the
sharing of economy this can be claimed that the dependence for economy rely on the
intellectual resources and sharing physical resources. the organisation implement divers for
responding consumer along with driving them to the present location (Maarek, 2011).
Social Factors: the customer off the organisation are more amused with the
availability of Uber and source. Mobile phones which are easy to operate the company has
implement different types of changes which are ascertain by the mobile phone.
Technological Factor: Uber create opportunity to share facts and experiences which
are related ride sharing online and encourage the service. Company implemented new and
advance technology in order t reach the consumer along with their requirement for
organisation and they also use utilise the 4G service to link with network.

2. Assessment of strategic component for Uber:
Strategy related to market communication is developed for creating brand awareness in which
all the information related to product are communicated to customers regarding attribute and
position of good in Marketplace. Marketing Communication strategy can be defined as a plan
of business enterprise for dissemination of information of product along with developing
brand awareness (Wilson and et. al., 2012). Their own Marketing Communication plan is
developed by uber in order to reach large group of customers. Plan assist in overcoming
issues of firm. The concept of strategic component is defined below:
Push communication:
This is a kind of communication which is delivered by sender to receiver. It involves one or
more individuals exchanging their ideas as well as thoughts and responding in time. Faxes,
reports, memo, emails, letters etc. Are included in push communication. Face to face
communication is not takes place in this. Claims that Centre is assured about successful
decoding of message. One of the main drawback of this kind of communication is that there
is not certainity of message delivery and receiver. Though, some system which notify an
individual about email access sent by Enterprise which can support fixing the issues. Push
communication strategy emphasize on the promotion of goods to retailers or distributors and

provide the services by distribution channel. This strategy is used in order to reach the buyers
with less advertising. For acquiring more consumer, it includes individual selling. The
strategies utilised by uber in order to communicate information to buyers regarding their
certain products. It leads decline and acceptable substitute as well as brand loyalty that exist
in Global trade. Purchase of such product is unplanned and impulsive (Lee, 2015). This plan
administers high opportunity to uber for selling their goods and services in more effective and
efficient manner.
Pull communication:
In the strategy, interaction is Jain between consumer to consumer for attracting them to
retailers or distributors in order to make product purchase. This plan can be used in order to
attain goals and objectives of company by providing effective services. This is an opposite
approach to push communication which can assist in attracting more consumers by
attempting effective marketing and communication (Luxton, Reid and Mavondo, 2015).
Various marketing efforts are done by company in order to attract large number of custom
and gain their loyalty. If Uber choose this strategy to advertise, they may bear high
expenditure. Demand of product is high and his real features. Pull strategy of communication
refers to the consumer activities that seeks effective goods and services and retailer place
their order for inventory according to the needs and demands of customers. This strategy
requires high brand visibility which can be developed and framed with the assistance of
media advertisement. This strategy facility in motivating and encouraging consumers for
purchasing their goods in effective way. This strategy assists in making proper channel
management of demand and supply. Some examples of pull strategy are defined below:
 Sales discount & promotion
 Customer relationship management
 Advertisement & mass media promotion (Albarracin, Johnson and Zanna, 2014).
Profile communication:
For every organisation, it is very important to develop and maintain and effective relationship
with stakeholders of business concern. By the utilisation of profile strategy, attitude,
perception, awareness and goodwill of a company can be created. They are several methods
and approaches which can be used by firm in order to communicate benefits and value of

their product to customers. These tools include corporate advertisement, public relation and
sponsorship. In this Global Marketplace, marketing structure is available and it may identify
did degree by which appropriate strategy for Uber is analysed. It helps in utilising and
adopting number of Strategies and policies that are formulated by others. in addition to this,
this strategy will take appropriate time and cannot be changed. It will help in making
sustainability regarding stakeholders and make them updated with activities and procedures
of company in an effective way (Williams and Chinn, 2010). Some forms can take in by it
such as newsletters, progress reports and emails. Few examples related to profile strategy are
defined below:
 Conferences and meetings
 Events and milestone functions
 Presence of social media involve membership team of stakeholders
There is not any effective instruction content of effective Marketing Communication that rely
on objectives and goals of company. Channels of communication are accessible for them and
they are intending to attaining these. There are some approaches that assist in development
plans, policies as well as strategies which provides direction to manager of uber regarding
best organisational structure of company. The business is categorised on the basis of
functions and activities. Various Strategies and approaches are adopted by uber in order to
get high growth as well as sustainability in market. This will also facilitates in creating and
developing good brand image Minds of customer and gaining their loyalty towards brand . It
will support in reaching end products of business (Wallnöfer and Hacklin, 2013).
It is very necessary to understand the basic concept of profile communication, push
communication as well as pull communication. These methods are more effective in order to
communicate or interact with potential customers of Uber. By the assistance of such
strategies, the firm has been managing their clients who use their ride. It has been seen that
around 65% of individuals are preferring their ride share services in an effective as well as
efficient way (Rice and Atkin, 2012).
CONCLUSION
As per the above mentioned report, it has been concluded that marketing
communication is an effective or crucial activity which needs to be utilized by management

in order to run their operations smoothly. It refers to the adoption of tools by which firm can
convey message and value of their product or brand to potential customers. The approach of
context analysis is used by which a detailed assessment of market is organised. It is also
assistive in evaluating current situation of company, its strategies and teams that are
undertaken by alterations in environment. It is a disciplinary research which requires
identification that assists in reaching to desired goals in effective manner. The analytical
subdivision emphasizes on assessing number of customers of firm. Consumers are those
individuals who plays vital role in growth and success of company for long term.

REFERENCES
Books and Journals
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Psychology Press.
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media: A conceptual model for sport marketers. International Journal of Sport
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Shah, M., 2011. Talent Retention through Employer Branding. Journal of Marketing &
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perspective.
McGraw-Hill Education.Castronovo, C. and Huang, L., 2012. Social media in an alternative
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Danaher, P. J. and Rossiter, J. R., 2011. Comparing perceptions of marketing communication
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Online
What is marketing communication (MarCom)?. 2013. [Online]. Available
through :<https://www.marsdd.com/mars-library/what-is-marketing-communication-
marcom/>.