MCOM4040: Marketing & Communication Strategy for Addison Lee

This report assesses the marketing and communication strategies of Addison Lee, focusing on attracting a younger demographic. It explores the importance of the promotional mix, communication channels, and the AIDA model in enhancing customer satisfaction and business profitability. The analysis covers target audience identification, response analysis, and the selection of appropriate communication channels, such as audio-visual methods and social media, for effective promotion. The report concludes that strategic marketing and communication are vital for Addison Lee to improve its market position, increase customer engagement, and achieve sustainable business growth. Desklib provides access to a wealth of similar documents and study resources for students.

Marketing and communication
Internal stakeholders:
These are those stakeholders who make decisions regarding business operations and
involved in it as:
 Employees
 Manager
 Owner
These stakeholders impact on business operations of the Addison Lee car service by exchanging
goods and services as:
 Suppliers
 Customers
Chosen channel and justification
Different communication channels are determined for
contacting with customers as; verbal, non-verbal, written
and audio-visual. For promotion of services provided by
the Addison Lee car service, using audio-visual
communication will be appropriate at most for details
and society's awareness. In this process, advertisements
on radio, TV, using social media sites will be efficient
for promotion of services and attracting customers on
larger scale.
Communications' key message (100)
Communication is a process of exchanging data, information, ideas from one
person or place to another one. It aims to spread information and aware people
with services provided by Addison Lee car service at maximum level. However,
variety of ideas are generated for improving quality services and satisfying
customers. Therefore, by using communication channels, it can be succeed for
business to be developed in respect of profit level and market sustainability.
It is concluded that marketing and communication are crucial for advertising
and promoting goods and services of Addison Lee car service. It will be helpful
for satisfying customers and improving business performance of the entity at
higher level.
Promotional mix theory
 It focuses on target market and advertising services of the Addison Lee car service for increasing attraction of customers as well its profit
level.
 It consists of advertising, public relations, personal selling and sales promotion tools. These tools are used for communicating target
market and promoting good and services of the entity at maximum level.
 However, variety of ideas are generated for sales development and fulfilling customers' requirements at the highest level. Therefore,
applying promotional mix theory will be effective for growth of business and increasing promoting services on higher level. \
How promotional theory used for decide selection
For selection and decision making regarding business operations of the Addison Lee car service, advertising services using media, social
networking sites will be effective. Similarly, sales promotion emphasis on selling products on larger scale impact on profit earning
capacity of the organisation. Therefore, appropriate decisions can be made for communicating with customers and fulfilling their
requirements efficiently impact on profit margin of the company.
Target audience and response
Target audience determines market position and factors that how many people
are targeted for attraction and which kind of quality services are to be adopted
for increasing their satisfaction.
Including this, by communicating with them, their responses and attitude
towards services of the Addison Lee car service can be identified.
Thus, by analysing this factor, business can be grown and increasing in its
efficiencies are determined for further years.
After applying AIDA, feedback can be collected through conducting survey, face
to face interview and door to door asking questions regarding services of
Addison Lee car service. Therefore, market position and business performance
can be identified also generates different ideas for improving services.
Use of AIDA
AIDA is key component for advertisement and marketing of organisation's goods
and services. It helps to increase attention and satisfaction level of customers with
Addison Lee car services. However, AIDA can be understood as;
 Attention (A): Through advertising, customers become aware of
category, product or brand of Addison Lee car services.
 Interest (I): According to this, customers' interest towards services of the
entity get increased also encouraged for purchasing goods and taking
services on large scale.
 Desire (D): Customers' attitude and perception on services of Addison
Lee car service is identified also get enhanced.
 Action (A): In this form, consumers take a trial and
get experienced of the goods and services.
Marketing aims to maximize satisfaction level of customers with
increasing profitability of organisation. This study is based on
creating communication campaign to grow the Addison Lee car
service business by 3%. It focuses for targeting a younger
demographic of 16-25 year old by June 2018.
The poster is based on objectives as:
 To identify importance of promotion mix for decision making on
business operations.
 To understand communication and marketing concept for the
Addison Lee car service.
Reference:
Christopher, M. and Peck, H., 2015. Marketing logistics. Routledge.
Day, G.S., 2014. Closing the marketing capabilities gap. Journal of marketing.
75(4). pp. 183-195.