Marketing and Communication Plan: Addison Lee's Integrated Campaign

This report provides a comprehensive analysis of Addison Lee's marketing and communication strategies. It examines the company's target audience, the range of services offered, and the distribution channels employed to reach customers. The report delves into Addison Lee's key communication messages, emphasizing its commitment to high-quality service and sustainable growth. It discusses the application of the AIDA marketing model and the promotional tools used to capture customer attention and drive sales. Furthermore, the report explores the promotional mix, including advertising, sales promotion, and personal selling, and how these elements are integrated to influence customer behavior. The report concludes by analyzing the effectiveness of Addison Lee's marketing efforts and the importance of communication in achieving its business objectives, including a section on the travel and tourism industry in the UK and how it relates to the company's success. It also looks at the marketing and communication plan, justifying an integrated promotional campaign.

Marketing and Communication
Plan and Justify an Integrated Promotional Campaign
INTRODUCTION
Communication is a process in which two or more than two persons interact with
each other and exchange their thoughts and views. Marketing is a process by
which products and services are created, communicated and delivered to the
customers. Good communication of a concept is necessary for Addison Lee in
order to promote its service in the market.
In marketing, promotional mix is a combination of various tools that are chosen by
marketers to assist the firm to reach its goals. It is the set of tools and techniques
that Addison Lee used to effectively communicate and promote its services to the
users. It includes different elements such as personal selling, advertising, direct
marketing, sales promotion and personal selling. These all are the forms of
communication that the company use to promote its product or service and the way
to influence the purchasing behaviour of potential customers.
Addison Lee use different channels for selling its services to its customers. These
are:
Direct sales: This channel allows Addison Lee to contact directly to the customers
through online, mail order, visits etc. The firm receive direct feedbacks to the
customers.
Agents: Addison Lee hire consultants who provide them customers and takes some
commission for this from the company.
As per the above mentioned report, it has been concluded that effective marketing
and communication of services helps the firm in attaining its goals and objectives.
Different promotional tools assist Addison Lee in promoting its services and
distribution channels in delivering the services in an effective and efficient way.
Target audience are the intended customers who are
likely to be interested to use the services. The company
offers range of international, mobile, same day and
consumer focused delivery services administered by
coaches, minicabs, taxi bikes and private jets. The
company deliver its services directly to the customers.
Distribution channel provides a path to Addison Lee to
deliver its services to the end users. The company use
these channels to manage the demand of services.
Administering on site work is one of the ways used by
Addison Lee to distribute its services. The company
use different channels to reach target audience and
formulate pricing strategies correspond to income and
it allows the firm to approach new market.
Key message of communication: The main objective
of Addison Lee is to producer and deliver high quality
service to its target customers and achieve growth and
sustainability in the marketplace. Effective
communication of message helps the firm in promoting
their services appropriately and aware the customers
about the values and benefits of using service.
Use of AIDA marketing
The promotional tools adopt by Addison Lee
assist the company to grab attention of the customers
towards its services through name and logo. These
tools encourage the interest, desire of the users for the
service and they take action to use their service so that
the company can accomplish its set objectives.
Promotional mix theory
Addison Lee designed its promotional mix in such a
way that convey the values and benefits of the service
offered to its potential customers in the target market.
The theory of promotional includes:
Advertising: It is one of the promotional tools that
Addison Lee used to promote its services. It is a paid
form of promotion that tell the user about the benefits
of using services. Company use it to reach target
audience and build awareness about the service offered.
The medium used by Addison Lee for advertising is
television, internet, newspapers etc.
Sales promotion: It is a type of non-media marketing in
which short term incentives are given by the company
to encourage users to use its services. Addison Lee give
discounts, coupons, free rides, rebate etc. to promote its
sales.
Personal selling: It includes individuals to promote
services to target market. It is a general way of
Addison Lee to do business. It includes interpersonal
interactions with users and build customer base to
make sales. It use B2B concept for selling its services.