Marketing Communication Report

This report examines the marketing communication strategies of Dacia Sandero and NIKE. It analyzes various marketing communication methods, internal and external factors affecting Dacia's business, and the effectiveness of NIKE's marketing communication strategy during the PyeongChang 2018 Olympic Winter Games. The report also discusses the communication process and its significance in marketing.

Marketing Communication

Table of Contents
Marketing Communication.........................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Different methods of marketing communications and contemporary internal / external factors
.....................................................................................................................................................1
TASK2.............................................................................................................................................5
Marketing communication strategy and elements of communication process...........................5
TASK 3..........................................................................................................................................10
Effectiveness of NIKE marketing communications strategy....................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing communication concept defines that each and every organisation require to
spread information among public about different items and services. It is essential that
management formulate appropriate marketing mix which specifies information about product,
price, place, promotion, people, process and physical evidence. This help firms to grab attention
of large number of customers and enhance sales and profitability (Almeida, (2012). Present
report is based on Dacia, popular auto mobile firm established in Romania. It is a subsidiary of
Renault which manufacture cars for them and conduct operations adequately. This assignment
specifies information about various marketing communication tools that are used by
management. Along this, marketing team main duty is to acknowledge internal and external
factors; thereby provide assistance to administration to make appropriate decisions and
judgements (Thorson and Moore, (2013). Marketing department require to make adequate
strategies and conduct communication activities effectively. Besides this, management require to
make plan for international marketing campaign so that company is able to enhance market
position and image. This report also defines information about marketing communication tactics
that are used by NIKE while Pyeong Chang 2018 Olympic Winter Games to enhance
organisation's performance and execute activities effectively.
TASK 1
Different methods of marketing communications and contemporary internal / external factors
Corporations adopts marketing communication tools to spread awareness among public
about products and transform name into brand. This helps firm to attract people and influence
them as customers prefer to purchase quality items than local goods (Sozinova and Fokina,
(2015).
Company Profile: Dacia is a multinational organisation and Romanian care production
company founded in 1966 which consists topmost position in Romania; and it is a subsidiary of
French car, Renault. Miovenu, Agres County is enlisted as one of top five largest care production
facilities through producing and delivering approximate 581, 219 car unit overall in 2016.
Company have manufacturing plants set up in Mioveni and Arges nations. This firm is ale to
produce nearly 3,80,000 vehicles in a year and have capacity to utilise resources adequately and
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deliver appropriate cars in market (Belch, (2014).Company now has employed more than 13, 800
worker and own approximate 101million euro net income annually.
Dacia branches have separate divisions that is painting, chassis, bodywork, assembly and
so on. This help management to design vehicles and implement latest tools and techniques in
system; so that unique and creative cars are launched in market. Along this, modern
technologies are embedded in vehicles which help Renault to create brand image.
This report will conduct a report over Dacia Sandero which is deservedly performing
well along with astonishing cost and reasonable car. This is one of the cheapest new car with
more significant margin. The car cost is £5,995 to £1,000 s which is more costly to Suzuki
Clelerio. This include numerous features such as metal body, steering wheel, stereo features etc.
This assignment is focusing over long discussion over the target market and undertaken
marketing strategies for the following car. Marketing team of Renault uses various promotion
tools to increase customer base by informing public about variants and its features. The company
has set the target market of Dacia Sandero on the grounds of different demographic as company
has concentrated over middle and upper-middle class of people, students and business person for
selling their products. Hence, the organisation, in order to attain large market launched the open
economies such as India for delivering products and creating large sales amount.
In order to generate proper communication, the organisation use different communication
and marketing methods which is implemented as per the audience and target consumer along
with their requirement. Marketing communication methods refer to the different techniques
which are valuable m tools that company optimise for develop their business as well as
emphasise their sales to create better recognition of certain brand or product. Dacia Sandero are
utilising some effective methods of marketing and communication in order to promote their
services. These are various marketing communication tactics used by management on basis of
market are stated below:
Public Relation: This is traditional method of promotion which was used by companies
to interact with public and provide them information about items, its features and benefits. This
help salespeople to influence buyers by interacting them and acknowledging their thoughts and
ideas. Thereby, persuade people by giving them offers and discounts. This is effective technique
that helps management to build relations with clients and compete with rival firms (Castronovo,
Huang, (2012). But this, component have various drawbacks as members will not able to cover
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large market area. Dacia has develop strategies in order to build strong healthy relationship with
public, for this they are offer economic product Dacia Sandero at market place with higher brand
value so that thus customer's satisfaction should be increase.
Personal selling: This marketing communication defines that organisation uses this tool
which help them to communicate with buyers. Face-to-face meeting is conducted by salesperson
to influence people and inform them about items and services. This is appropriate tool which
helps sales team to promote products with help of their appearance, ingredients and other
components. Seller directly provide things to consumers so they are able to take feedback and
anticipate their ideas. Various firms uses this technique which define that management prove
responsibility to sales members to conduct field visit and attract people. Targets are given to
employees so that they uses skills and knowledge to complete objectives. Discounts, offers and
after sales service is given by them to influence people and make them purchase items in
according to their taste and preferences (Kotabe, Helsen, (2014). Dacia has organising training
program to enhance employees selling skills that help to deliver better services as compare to
their competitors at market place. So that employees meet clients and build healthy relationship
with them thus help to achieve target effectively.
Direct marketing: This promotion mix defines that marketing team sends information to
public about items and services. E-mail, mobile phones and fax are various communication tools
used by companies to attract people by giving them data about vouchers, discounts and offers.
This help management to retain clients and keep them connected by firm. Time-to time
information is easily communicated by firm about changes in items, prices, features and so on
made by superiors (Rehman, Ibrahim, (2011). Dacia Sandero can use direct marketing methods
such as email marketing and campaigns along with other information sources in order to achieve
their business objectives as this is efficient and more credible method to influence consumer.
Thus, these are various promotional mix which are available for organisation to spread
awareness to people about items and services. This help firm to grab attention of large number of
customers and enhance sales and profitability. Dacia is using direct marketing technique which
helps marketing department to retain clients for longer period by timely providing them
information about vehicles, its features and prices. E-mail, text message and fax are various tools
that are used by company to inform public about different variety of cars that are available.
Internal and external analysis of Dacia business firm
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Management require to have accurate and complete information about market conditions
and system capabilities. SWOT and PESTEL analysis are various tactics that are executed by
Dacia to acknowledge internal and external factors; thereby anticipate their impact on business
operations. Top personnels require to take appropriate decisions and judgements; thereby select
alternatives which are beneficial for company (Mihart, (2012). This help administration to utilise
strengths and market opportunities; and protect system from threats by overcoming it from
weaknesses.
SWOT Analysis Strengths: Transformation in standards of environment as technology updates with time.
Implement latest machines in system and fix existing plants. Renault is popular brand, so
company consists large customer base. Vehicles are provided at adequate rates in respect
to other auto mobile firms. Decia which is subsidiary of Renault which manufacture cars
for them, so company provide quality vehicles to people. Renault provide different
variants that is different ranges of cars in respect to kinds of people such as rich to
working class. Company have strong market image and goodwill in international
marketplace. Weaknesses: Renault don't have penetration to Asian market. Large amount is invested
by management to train staff and enhance their abilities. Supplier switching cost is
higher. Variants of vehicles in less as compare to other brands. Opportunities: Renault have option to set up new outlets and increase customer base.
Dacia require to implement advance technologies so that modern vehicles are provided
by Renault. Threats: Renault is operating business international market, so they require to compete
with other auto mobile brands. Exchange rate, interest rate and inflation varies from
country to another. This impact on sales and profitability of company.
PESTLE analysis of Dacia organisation
Management conduct this tactic to acknowledge information about macro-environment
conditions and their direct or indirect impact on business operations.
Political factor: This component defines that administration of Dacia require to make
policies and strategies in according to government laws and legislations. As, company is set up
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in different nations, so it is essential that management make system function legally and take
care that operations are executed appropriately (Mihart, (2012).
Economical factor: This element consists exchange rate, interest rate and inflation which
impacts on performance of organisation. Dacia which is car manufacturing company require to
have adequate funds and resources to conduct operations adequately. It is necessary that vehicles
are priced according to public.
Social factor: This component defines that Dacia which is subsidiary of Renault require
to design vehicles according to people. It is necessary that different variety of cars in respect to
target market is provided by firm. Social class, lifestyle, purchasing trends and so on are various
tactics require to be taken care while providing vehicles. Middle class and rich people have
different funds availability, so it is essential that different ranges of cars are present in market
(Nielsen, Thomsen, (2012).
Technological factor: This element specifies that management of Dacia require to
implement appropriate tools and techniques in system so that quality vehicles are manufactured.
This help company to utilise funds, material and manpower efficiently and deliver adequate
things in market according to needs and wants of people (Parente, Strausbaugh-Hutchinson,
(2014).
Legal factors: This component defines that management of Dacia makes system function
effectively and takes care that employment, discrimination and equality legislation are
considered by them while formulation of policies.
Environmental factors: This element specifies that administration of Dacia require to use
appropriate tools and techniques so that resources are utilised adequately. It is necessary that
vehicles are designed environment friendly and don't emit harmful gases.
Internal as well as external business environment has effect organisation decision of
Dacia by two ways positively and negatively. So that, management of the firm has identify their
strength and develop strategies to overcome weaknesses to run whole enterprises activities
effectively in long period of time. They find out all negative environmental factor and reduce its
impact on their performance by developing core competencies accordingly management take
decision.
Consumer buying process
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Management require to take appropriate decisions and select alternatives which are
beneficial for organisation performance and market positions. These are various steps that are
executed by top personnels to influence people buying behaviour are stated beneath:
Problem recognition: This defines that marketing team conduct market survey to
acknowledge information about people needs and wants.
Information search: This step define that sales people take feedback from customers
about their taste and preferences (Pauwels, Erguncu, Yildirim, (2013).
Evaluation of alternatives: Market survey helps marketing team to anticipate about
competitors products and provide options to people on basis of their funds availability.
Decision of purchase: Promotional mix are used by management to communicate to
public about vehicles and influence them to purchase cars.
Post- purchase decisions: This is last step which specify that Dacia require to provide
after sales services to clients to retain them for longer period.
Competitors Analysis: This is important because this section provides knowledge about
business rivals regarding how well they are surviving in market and what are their market
strategies that make able in standing them in industry with strong position.
Arguments: All these factors are necessary for analysing market conditions along with
studying business environment. There are some aspects and factors that could have positive and
negative aspects that have their impact upon marketing communication. PESTLE and SWOT
analysis is having some advantages and disadvantages that have their own relevance but these
have more relevance in business operations because these aspects provides clear picture of
market and business environment.
It is clear that association is using PESTLE and SWOT analysis in order to analyse all
factors that are related to atmosphere and sometimes these tools are helpful but many other time
it reflects some drawbacks like PESTLE analysis could not accurately conduct in-depth study of
all market situations and this type of actions reduces effectiveness of PESTLE analysis. On the
other hand sometimes SWOT analysis is not able in finding out actual strengths that could
address market opportunities and weaknesses that are becoming threat in business environment.
So in order to solve this type of situation, it is required from management that they conduct this
study by taking help of professionals.
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As per the above discussion, this can affirm that it is essential for manufacturing
companies to acquire various promotional or marketing strategies which are able to justify their
products and services. The new product of the company is Dacia Sandero, thus by using direct
marketing management will be able to deliver all details about this new product to customers. In
this relation, firm will message, phone and e-mail to target audiences by giving them some
attractive discount offers. It results people will easily influence to purchase new offerings of the
organisation. Apart from this, by having strong public relations it supports to practice of
managing the spread of information between an individual or an organization and the public
TASK2
Marketing communication strategy and elements of communication process
Management of the company has develop strategies in order to select best communication
mode with clients. Mostly four kind of communication advertisement, public relation, direct
sales, promotion in order to create awareness between buyers. In order to develop marketing
connection strategies, manager want to know their audience and accordingly crafting massage
content to gain attention of large number of clients toward firm offer and services. Here, explain
development of marketing communication strategies as below:
 Better know their clients: Marketing manager of the company has conducting
research to know needs, preferences, demand, attitude, learning style, motivation
factor and many more to promote product by using several mode of communication.
It is a management responsibility to develop marketing plan according to their target
audience as well as segmentation (Ab Hamid, Akhir & Cheng, (2013). Dacia is a auto
mobile company and produce commercial vehicles and cars to full fill needs of the
clients. They are also analyse their segmentation requirement and according produce
goods in order to meet customer's demand. To know consumers, administration of
firm has developing plan like observation clients buyers purchasing behaviour,
feedback form, observation through close watch, market information, social media
data, internet search and many more. These are the main method of analysing market
scenario and management of Dacia has select most appropriate one method according
to their own needs and wants. Through this, firm are able to know what can be
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produce, how much and what is the main feature of that goods to sell them at market
place (Almeida, (2012). So that, for manufacturing unit point of view this step is
very important as well as completing before start production.
 Uncover their USP Unique selling proposition: Each and every organisation has
their own USP which help them to achieve competitive advantage as compare to their
competitor at market place. Companies have different kind of UPS some are
economic cost, highest technology, copyright material, monopoly, unique feature,
size and colour or many more. Dacia has produce commodities at low price that
become unique selling proposition of the company. Through this core competencies,
firm has achieve target in limited period of time in an effective manner.
 Shape their brand feel and look: Current business environment has rapidly change to
that management of the company has modify their promotional content on time to
time according to market scenario. Through this, freshness of product and services are
exist which retain capacities of attraction in industry. It help to achieve introduction
phase on PLC chart of firm in order to gain growth in long period of time in an
appropriate manner (Castronovo, Huang, (2012). In this, company has shape their
brand image as well as feel between clients.
 Ensure all messaging is consist: Marketing manager of the company has also focus
on firm logo, massage content; billboard size, location, colour, image, information;
hoardings with positive as well as negative motivation content and many more has
brand voice so that they are provide equal importance to them. Through this, firm are
able to achieve objectives, target in given time frame effectively. Through this
activities, company has position their statement in customer's mind positively.
 Select their marketing mix: Administration of enterprises has choose best marketing
mix element according to their needs and wants. Decia are used all seven marketing
mix factors product, price, place, promotion, process, people, physical evidence. All
these element has very important for organisation in order to gain competitive
benefits as compare to their competitors at market place. Dacia has used price as core
competencies in order to gain higher selling advantage.
 Established marcom success measurements: It is a management responsibility to
established success measurement to analyse market situation and customer's
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preference (Kotabe, Helsen, (2014). Through this, organisation know what is the key
success factor that company want to adopt to achieve goals and objectives in given
time frame. It is there responsibility to manage these all effectively to build positive
brand image in client's mind for long period of time.
 Manage all leads and customers data: After selling product and services, most of the
organisation want to touch with their buyer to retain them with company as well as
for reselling motives. So that, manager of enterprises has gather all data related to
buyers of future to be client in order to manage all sales or profitability in an effective
manner. Dacia has used after sales strategies to know whether customers are satisfy
with their product or not, if not, then they are find of issues are resolve this if possible
to gain satisfaction.
Pull, push and profile strategies: This strategies has stand for three P's of communication
strategies. In this, they are build strong distribution channel to increase sell and profitability.
Accordingly to customer's profits firm offer goods and services which are help them to push
clients toward good.
VALS segmentation strategy: Segmentation is a very important for an organisation to address
potential clients effectively. In marketing communication, manager are differently segment their
market as compare to selling strategies. So that, VALS is stand for lifestyle and values attitude
that help to increase knowledge related to psycho-graphic behaviour of clients. Management of
an organisation used this strategies to sell product and services in an effective manner in limited
period of time (Mihart, (2012).
Communication process
It is an changing process which begins with conceptualising of idea by sender to receiver.
The various components of the process of communication are discussed below in detail:
 Sender: It is a people who begin the conversation as well as also ideas are
conceptualised for covering information to others persons. They take initiative of
sending a information by using a proper channel of communication.
 Encoding: In this, sender begins with a procedure of encoding when they adopt non
verbal communication as well as some works such as symbols, gestures, signs and
many more approaches for converting a information into a useful message. Perception,
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knowledge, background, skills etc. gave more effect while delivering a message
successful (Perkowski, (2010).
 Message: After completion of encoding, they get a message which they have to
convey. It is important that message can be in a form of written, oral and non-verbal.
For instance, silence, body gesture, sounds and many more which triggers give
response of their message (Schüller and Rasticová, (2011).
(Source: Process of Communication, 2017)
 Channel: In this, sender choose an proper techniques by which it have to send a
message to receiver. It is necessary that sender have to choose a better way of
communicating for eliminating barriers of communication.
 Receiver: It is that people from which sender will send a particular information. It tries
to comprehended in an effective way so that major communication of objective can be
achieved.
 Decoding: This interprets receiver message of sender as well as its tried to understand
in an efficient and effective way. If receiver understand message in a same way sender
want to convey then it is intended by sender in a proper manner (Mihart, (2012).
 Feedback: In is a last step of the process of communication as well as it make sure that
receiver get a message and understand it in a same way. It increase communication
effectiveness as sender permits for knowing message efficacy. Message response can
be verbal as well as non-verbal.
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Illustration 1: Process of Communication, 2017

Above discussed is a process of communication, so it is important for Dacia to
understand this process as well as also utilized it before the campaigns of marketing at the level
of global areas. But it also create a barriers within the communication. So, it is necessary for
Dacia organisation to minimise all noise by using proper techn8iques of communication.
Importance of communication components in marketing
It is essential for business to understand the components of marketing in a detailed way
before executing a plan for various campaigns of marketing at the level of global. If the process
of communication will be better, then it will be useful in doing all linked activities of marketing
in an proper way. Mainly, Dacia organisation is functioning at the level of international as it is
important for this company to find out values, beliefs, behaviour and moral of their previews
customers for attracting higher number of customers within a competitive market. Marketing
communication techniques are useful in collecting feedbacks of customers about features and
quality of goods in a effective way (Nielsen, Thomsen, (2012). So, it is very useful for Dacia
enterprise company to increase their level of profits and sales in a very effective manner.
TASK 3
Effectiveness of NIKE marketing communications strategy
NIKE is a globalise brand and deals in active wear, shoes, footwear, accessories, apparel,
services and equipments of sports across the globe. This firm is most popular among customers
and have strong brand equity and due to this reason venture became biggest suppliers of apparel
and shoes that are related to athletics along with this NIKE is a largest manufacturer of sports
wear (Petersen, Kushwaha, Kumar, (2015). At the time of Pyeong Chang 2018 Olympic Winter
Games, a USA company was got sponsorship from NIKE corporation. Firm is very frequent in
sponsoring many events and functions in Olympic games Committee of United States. Sponsor
extension includes that company provides apparel and shoes for athlete that belong to America in
2018 in Paralympic Winter Games in Pyeongchang and Olympics. In respect to assessing
marketing communication plans and strategies. Managerial personal of NIKE company utilise
different sort of tools and technologies. By taking help of these strategies, association can
analyse activities whether they are going in right direction or not and how easily actions are
conducting (Belch and et. al., 2014). All strategies that that are running in marketing
communication are having their own strengths and weaknesses. Main motto of accepting and
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utilising these tools and technologies are to bring success and growth in business activities. In
respect to this, there are many tools that provide aid in evaluating effectiveness of marketing
communication tactics are stated as beneath:
Online Survey: To get response and feedbacks of customers, association conducts online
survey and asks some questions to users in order to get relevant information which would be
apply in business operations for making entire corporations popular and successful. These
responses and feedbacks are specifically connects with association's products and services. For
conducting online survey company takes advantages of various social networking sites for
example Facebook, Instagram etc. for establishing communication with consumers (Luxton,
Reid and Mavondo, 2015). More than half population are using social networking sites for
different purposes and this is the cause of conducting online survey because these media tools
have lots of people engaged in them whom can attend online survey and can give their valuable
feedbacks. By taking these opinions and viewpoints association marks some important and
additional changes that are relevant for making products and services more efficient and
customer friendly. Major aims and objectives of behind running online survey is getting
information which association wants to access for enhancing their efficiency level. Main
advantage of online surveys are that it minimises over all research cost that a researcher requires
while conducting primary research in real or physical market. On the other hand online surveys
are more profitable as it contains opinions of many people and most of them watch Olympic
games and know status of NIKE company as sponsor of USA firm in games. If opinion of
consumers of NIKE and viewers of Olympic games are in positive term then it will help in
decision making and company will make changes according to suggestions. On the other hand, if
these opinions are negative then it has to be think by management of organisation that how
managers can improve business functions of corporation in order to enhance reputation of
company not even in market but also in the eyes of Olympic viewers also (Parente and
Strausbaugh-Hutchinson, 2014).
Judge Quality of Content: By taking assistance of this tool marketing department of
NIKE team can manage and assess how their actions are working in games event and what could
be the ways that are helpful in enhancing standards of company in the eyes of game audiences. In
context to this, marketing communication strategies are quite prominent at the time of
Pyeongchang Olympic games 2018 association was very good and eye catcher because products
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that are provided by organisation to athletes are very good and able in meeting all promises that
have made in brand equity.
Set Benchmarks: In this segment. There is no adequate strategies and tools are present in
order to check effectiveness of activities that are included in marketing communication strategies
so in that case managers of NIKE are suppose to set some benchmark and these standards must
be analysed by association in order to check effectiveness of marketing communication
activities. This type of action is helpful in enhancing functionality level of marketing
communication tools and techniques. This sections is summed up as benchmarks are most
appropriate tools for measuring effectiveness of any activities that could be assessed by a certain
tools and technologies. By taking help of this tool association can enhance yjeir image and l;evel
in their sponsorship events for example Pyeongchang Olympics where association is sponsoring
athletes (Petersen, Kushwaha and Kumar, 2015).
Encourage Employee Engagement: Consumers are internal part of marketing associated
strategies and plans and audiences are those persons around them entire business activities
revolve. To attain all targets in shortest time frame without hampering quality of activities, all
employees should be self and other motivated so that they perform all their allotted task in most
appropriate time frame which could generate higher profits in market. Main motto of sponsoring
events and functions is to create brand image and to become eye candy of consumers in industry.
In his segment, employee's 100% participation in business activities necessary as staff members
are those who actually manufacture products and services which attracts and retain customers in
market as well as industry. In context to this, NIKE is sponsoring many events since longer
duration of time and this firm is able in motivating their workforce in order to accomplish all
task by considering missions and visions of corporation (Shen and et. al., 2016).
Above are some method that are used to evaluate and monitor effectiveness and
efficiency of marketing communication actions in context of Pyeongchang Olympic games
where NIKE company is sponsoring athletes by providing them apparel and foot wears. This
actions is quite aidful in enhancing brand image of company in front of not only existing
customers but also potential buyers. This type of marketing strategies are used to make some
positive changes and to inspire workforce so that their enthusiasm and energy level could be
maintain.
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CONCLUSION
From the above report it is concluded that marketing is a activities to sell as well as
promote firm product and services at market place in order to achieve profitability as well as
sustainability. Communication is a most important element of to share information about good
among customers. Through this, firm spread information related commodities feature, colour,
size, packaging and many more. Marketing communication is a promotional activity of
marketing mix which are consist four P's of merchandising that stand for product, price, place,
promotion. There are various communication tool which help to increase brand awareness
among customers.
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