Marketing Communications Strategy

The assignment delves into the realm of marketing communications strategy by analyzing current trends within advertising research and exploring the influence of cultural dimensions on consumer financial decision-making. It examines case studies from the automotive industry, highlighting the effectiveness of different marketing communication approaches. The document also touches upon integrated marketing communication capability and its impact on brand performance.

Marketing
communication

Table of Contents
INTRODUCTION...........................................................................................................................1
Choice of organization ..............................................................................................................2
Objective ....................................................................................................................................2
Target Audience ........................................................................................................................2
Strategy ......................................................................................................................................3
Tactics ........................................................................................................................................5
Evaluation of effectiveness........................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES .............................................................................................................................10

INTRODUCTION
Marketing communication make use of different channels of marketing and tools in
combination (Scroggi & Gardenswart, 2014). By using channels of communication the message
is being communicated to target market. The advertisements, personal selling, direct marketing
etc are some marketing communication tools. Within any organization marketing communication
is one of the largest component of communication. This tools are used mainly to achieve the
business goals of the company.
Asia Miles is popular company of Hong Kong. This company provides airline , Hotels,
dinning and banquets facilities to the travellers that are travelling across world. This report will
develop marketing objective for this company and also the target audience that will be targeted
by this company will also be analysed in this report. Further more, the push,pull and profile
strategy of communication will also be used for this company. The tools of communication
such as advertisements, campaign etc will also be used in this report in order to promote the
marketing strategy of the company in market.
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Choice of organization
Asia Miles is a popular organization in Hong Kong. In February 1999, this company was
launched and more than six million members are there in this company. Asia miles is not just a
flyer programmer but also deals with hotels, dinning, financial services and many others. It has
about more than 300 dining outlets. It comes into the category of travels and lifestyle reward
programmer (Asia miles , 2017). In Asia this company aims to be the leading lifestyle rewards
programmer. The objective of the company is to enrich the experience of customers and
proving them with facilities that is preferred by them.
Objective
 To increase the sales of Asia miles company by 40% in coming next year
 To provide the facility of iShop and more user-friendly experiences of shopping online
 To develop more satisfaction among customer regarding the products and services
provided by the company.
 To ensure high-level of awareness about the presence of their company across globe.
Target Audience
Asia miles comp-any will try to achieve the objectives of marketing that is been made by the
company .So, in order to achieve it will make use of Segmentation, targeting and positioning
tool to target particular group to increase the level of satisfactions among customers.
Segmentation, targeting and positioning (STP)
Segmentation - The segmentation of this company can be described from the principles of
demographic segmentation. The customer will be targeted in the age group of 19-39 years. The
income of customers will also be focused while targeting the audience the mid-range income
people will be targeted. By demographics also this company will target customers that young
people are more attracted towards online shopping and also the business man who do not have
time to visits the stores so these people will be targeted (Smith & Font, 2015).
Targeting – The youngsters and mid range income will be targeted by the company as they are
more in number and also the young people are more attracted towards the technology and
shopping experience that is been provided by this company. And this company will also target
the people who travel a lot for their business meetings.
Positioning – While positioning of this audience the business model of this company will be
taken care. The customers are the targeting point of all activities of this company. The excellent
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care to customers is been given by this company and in order to collect opinion of customers
the campaigns are organized. All the facilities regarding travel and lifestyle of customer is been
taken care by this company. In order to reach its desired market it hosts a competition
Instagram .The customers are been asked to send interesting images of past evacuation and the
best one from that pictures is given prizes.
Strategy
The strategy of marketing communication is represented by 3 P's that is push,pull and profile.
Push strategy – In order to force the product line down the distribution line this strategy does
the promotional of product to retailers or wholesalers.
Pull strategy- It is just opposite of push strategy in this the products reaches first to consumers
or customer so that the retailer wholesaler are attracted towards the purchasing of this product.
Profile strategy- This strategy is being used in order to satisfy the goals of promotion of the
organization (Wallnöfer & Hacklin, 2013). The needs of stakeholder are satisfied with this
strategy that is been made.
Use of communication strategy in the company
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Illustration 1: Push,pull and profile strategy
(Source:Push,pull and profile strategy, 2017)

Push strategy- In order to get the product to the buyers the company make use of push strategy
to reduce the use of advertising or to conduct no advertising for the services that is been
provided by this company. The products or services can be shown to interested business in the
trade shows. About the product line up of the company the distributors will come to know
about the on the products that will suit them better and also about the product that they want it
represents. This strategy will help the company in circumstance where many substitutes are
there in the market. In different phases of the year this strategy will work for this company.
They can show case their some prime products such as related to technology to distributors.
Pull strategy – In order to grab more number of customer towards the product and services that
is been given by this company it makes use of pull strategy. In this in comparison with push
strategy a lot of promotion is bee dome so that to make customer aware about the product and
also the offers are also given to customer to purchase that product at a better price. The
contests, free samples, social activities etc area included in the campaigns. The cost becomes
higher of the organization if in strategy of pull advertisements is been added by the
organization. In this the demand of product is higher .On the basis of real or emotional features
the product line can be different from another products. The decisions of customers are made
from before they visit the store of the company. Asia Miles is making use of extensive
promotional techniques in order to achieve its goals and objective that is been made by the
company and also to provide better expense to customer while doing online shopping.
Profile strategy- This will help the company to keep up the good relationships with the
stakeholders. The company is build by using profile strategy awareness ,perception,attitude and
reputation. The public relations,sponsorship,corporate advertising are some tools that can be
used for it (Rallapalli & Montgomery, 2015).
In order to target international market , one can find out its nature by using push ,pull and
profile strategy .In each different markets the different strategies is been used in order to
overcome repetition in activities and also to expand its market. The company can made use of
profile strategy before they meet with public or other stakeholders. Among the three strategies
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that is been made the pull strategy will need higher spending as for activities of promotion and
advertisements the money need to be invested by the company. In order to develop demand for
that product a push marketing stagy used existing sales forces of the company and also the
exiting trade promotional activities are used by this company (Petersen, Kushwaha & Kumar,
2015). To the distributing channel the producer promotes its products. The product is then
distributes to the retailers and from the retailers the product is then distributed to the customer.
In order to entice customers to purchase their product the company will make use of pull
geostrategy discount strategies will also be sued by company in order to attract more number of
customers .The public relations will also be developed by the company.
Tactics
The company can make use various promotional strategies in order to promote its products and
services in the target market and expand its business across globe.
Advertising – In the overall success of any business it is the most essential factor. In order to
reach out all intended customers in the market this tool of communication will help the
company (Luxton, Reid & Mavondo, 2015). In the overall success of marketing strategy the
advertising strategy are essential. A number of advertising strategies will be sued by the
company in order to make its objectives of marketing. The different methods will be combined
in the overall strategy of advertising. In the mass media it will place advertisements. The online
direct marketing will also be used. The spending that will be one on marketing strategy will be
as follows-:
 26% online
 45% advertising media 29% on advertising promotions
Execution of advertising
The special department will be set up by the company that will trusted to carry out the
advertisements (Kim & Reid, 2014). This will help to carny out advertisements effectively. The
methods of advertisements will be planned, executed and monitored by these departments. By
assessing the overall sales of the product the effectiveness of this marketing campaign will be
analysed.
Sales promotion
Internet sales promotion strategy
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This company will also make use of internet sales promotional strategy. By carrying out this
strategy the two objectives of the company will be achieved. First is that by using the website of
the company more awareness regarding the company among customers can be made and also
about the serveries and facilities that is been proved by this company .And the sales of the
product can also be promoted by using this strategy (Isaenko & Tarasov, 2014). For every
purchase through the internet the company will offer 14 % discount to its customers. In the
mass media and internet as well these advertisements for this offer will be carried out.
Traditional media strategy
In the mass media this strategy will be carried out. In order to reach out to the targeted customer
this will make use of direct mail. For every purchase that is been made by customers this
strategy will use normal discount and within a limited period it will be carried out.
Public relations and sponsorship
By using public relation the company will be bale to manage its relations with different parts of
the public such as with customers, the media and the suppliers and many others. This will help
the company to achieve the favourable publicity regarding the business (Graca, Barry & Doney,
2015).. And among the customers the image and reputation of the business and product will be
build and developed. With they will also be able to interact efficiently with stakeholders and
customers. In order to build awareness of brand the company can also sponsor an event ,team or
individual. This will help the company to achieve the objective of business by sponsoring
events regrading the services and products that are been provided by this company.
Direct marketing
The direct marketing campaigns can also be used by the company. They can make use of
telemarketing .In order to conduct business directly with customers it is still a viable way. By
using media such as cell phones text messaging, e-mail , database marketing etc can be used to
interact with customers.
Social website
Today more and more companies' area making use of social media in order to reach out to more
number of customers and also to do promotion of their products and services to target market.
Asia Miles can also make use of social websites such as Facebook, twitter ,blog etc in order to
promote their services and products to target customers (Fernández-Cavia & Cantoni, 2017).
The company can make page on Facebook where all the necessary information regarding the
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products and service is that are bing offered by the company can be mentioned. When the
customers will visit this page if they are interested in their product and services they will like
the page. Based on the likes the company will get to know the customers who area interested in
the products of the company. So, keeping this in mid the company will target that customers for
their product . By using Facebook and twitter the company will also come to know about likes
and dislikes of the customers and based on this the company can develop its products and
services. By using twitter the company can also increase the customers as the number of
customers who are liking the product of the company can follow them on twitter. So, in a way
both of these sites will help the company to increase number of customers and also they gain
competitive advantage form rival companies by developing products as per the needs of
customers (Bataineh & Shoter, 2015).
Evaluation of effectiveness
The advertisements that is been done by company to promote it products and services to the
target market is effective by doing this the company will be able to know where the product and
services that is been offered by the company is liked by customers or not. For both large and
small businesses the online advertisements has proven to be extremely profitable. The freedom
to owners of business is given to advertise their products or services and receive the immediate
response (Bae, 2015). One of the most effective method of marketing that is there is online
marketing as it also cost-effective in comparison with other mediums. To a full spectrum of
viewers the owners of business are able to create, deliver and execute an online campaign of
marketing.
Quantitative research
The statistics can also be to measure the statistics more effectively by using online marketing.
In some way all elements of an online marketing can be traced and tested in some way. The
implementation of online marketing campaigns is much faster in comparison with traditional
forms of advertising. By doing this it has been found out that 55% of people in Hong Kong are
using social networking at their firms .And about 61% of firms motivate employees to use
online social networks at their work. About 43 % of the firms devote their marketing budget to
business social networking activities. About 78% of firms in Hong believe that success of the
organization cannot be achieve without social media. And about 64% firms believe that
marketing campaigns will only work if thee is a balance between traditional and digital
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technologies.
Qualitative research
Today more and more customer are making use of social media platform so it is also a good
opportunity for firms to make use of social media in order to promote its products and services
that is been given by them. Through this they will also be able to target to know about the likes
and dislikes of customers and feedback form customers will also be given. So , in a way the use
of social medial will be efficient for the firm and their business.
The secondary research was done in order to find out the number of users that are using social
media sites such as Facebook, twitter and blogs in Hong Kong (Bacile, Ye & Swilley, 2014).
And by doing this research it has been discovered that number of users that are using this sites
are increasing day by day. So, the company also can use these sites in order to target its market
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Illustration 2: Statistics information of users of social
media
(Source:Statistics information of users of social media,
2017)

group and increase its ales in the target market.
CONCLUSION
Thus summing up the above report it can be concluded that the marketing communication
tools can be used by companies in order to achieve its goals of business. The marketing tools
such as advertisements, online marketing , social media sites etc are being used by companies.
The objective of Asian companies is to provide with better experiencing of shopping. The target
market selected by company is youngsters and business travellers. The company will make use
push, pull and profile strategies for marketing. In comparison, with push strategy the pull
strategy is more costly. The online marketing is a cost-effective and also faster in comparison
with tradition-methods of marketing.
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REFERENCES
Books and journals
Bacile, T. J., Ye, C., & Swilley, E. (2014). From firm-controlled to consumer-contributed:
Consumer co-production of personal media marketing communication. Journal of
Interactive Marketing. 28(2). 117-133.
Bae, W. (2015). Interview with Tina Barnes-Budd, senior director of social media marketing and
communication, the Ladies Professional Golf Association (LPGA). International Journal
of Sport Communication. 8(2). 149-154.
Bataineh, A. Q. & Shoter, A. M. (2015). The Effect of Relationship Marketing on Customer
Retention in the Jordanian’s Pharmaceutical Sector. International Journal of Business
and management. 10(3). 117.
Fernández-Cavia, J. & Cantoni, L. (2017). Online communication in Spanish destination
marketing organizations: The view of practitioners. Journal of Vacation Marketing.
23(3). 264-273.
Graca, S. S., Barry, J. M., & Doney, P. M. (2015). Performance outcomes of behavioral
attributes in buyer-supplier relationships. Journal of Business & Industrial Marketing.
30(7). 805-816.
Isaenko, E. V., & Tarasov, A. S. (2014). Automobiles selling organizations’ marketing
communications assessment directions. Life Sci J. 11(9s). 1097.
Kim, K. & Reid, L. N. (2014). Trends in advertising research: A longitudinal analysis of leading
advertising, marketing, and communication journals, 1980 to 2010. Journal of
advertising. 43(3). 296-316.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and
brand performance. Journal of Advertising. 44(1). 37-46.
Petersen, J. A., Kushwaha, T., & Kumar, V. (2015). Marketing communication strategies and
consumer financial decision making: The role of national culture. Journal of Marketing.
79(1). 44-63.
Rallapalli, K. C., & Montgomery, C. D. (2015). Marketing Strategies For Asian-Americans:
Guidelines Based on Hofstede's Cultural Dimensions. In Minority Marketing: Research
Perspectives for the 1990s (pp. 73-77). Springer, Cham.
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Scroggie, M. C. & Gardenswartz, W. (2014). U.S. Patent No. 8,700,453. Washington, DC: U.S.
Patent and Trademark Office.
Smith, V. L., & Font, X. (2015). Marketing and communication of responsibility in volunteer
tourism. Worldwide Hospitality and Tourism Themes. 7(2). 159-180.
Wallnöfer, M., & Hacklin, F. (2013). The business model in entrepreneurial marketing: A
communication perspective on business angels' opportunity interpretation. Industrial
Marketing Management. 42(5). 755-764.
Online
Asia miles . 2017. [Online] Available through: <https://www.asiamiles.com/am/en/earn/>.
Push,pull and profile strategy. 2017. [Online] Available through:
<https://wiki.smu.edu.sg/digitalmediaasia/Digital_Media_in_Hong_Kong/>.
Statistics information of users of social media. 2017. [Online] Available through:
<https://www.studiowide.co.uk/push-pull-profile-strategies/>.
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