Addison Lee Communication Plan: Marketing Strategy and Analysis

This report presents a communication plan for Addison Lee, a private cab service operating in London. The plan focuses on a poster advertisement campaign aimed at attracting a younger demographic (18-25 years old) and growing the business. The report details the application of the pro...Read More

Running head: COMMUNICATION PLAN
Communication Plan
Student’s name:
Name of the University:
Author’s note:

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Table of Contents
Part One: A visual illustration.........................................................................................................2
(Refer to Poster)...............................................................................................................................2
Part Two: Support of Communication Plan.....................................................................................4
Introduction......................................................................................................................................4
1. An explanation of the Promotional Mix theory...........................................................................4
2. A discussion of how the promotional mix theory was used to decide selection.........................5
3. A description of the target audience and the response sought.....................................................5
4. An outline of the chosen channel and justification......................................................................5
5. An explanation of the communications key message..................................................................6
6. Use of AIDA marketing theory to explain how the promotion and key message will achieve
Addison Lee’s objective..................................................................................................................6
7. An explanation of how feedback will be collected......................................................................7
Conclusion.......................................................................................................................................8
Reference List..................................................................................................................................9

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Part One: A visual illustration
(Refer to Poster)

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pp.44-63.
Addison Lee gives you a chance to have flat 50% discount on first ride in mobile app booking
Addison Lee is famous personalize cab
service provider gives you a chance to
choose from different types of cars:
 Mini
 Micro
 Prime
 Refer to your friends and get next two
rides completely free.
 You can now book Addison Lee on
rental basis.
 Addison Lee gives you a chance to
book outstation service on round trip.
 Now get extra discount based on last
ride
The drivers are also welcome as they can earn
extra benefits from each ride on pick hours.
Car owners can register their cars with
Addison Lee and earn handsome monthly
income.
Log into: www.addsionlee.com
Or download Addison Lee mobile app from Google Play store or from iStore

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Part Two: Support of Communication Plan
Introduction
In this communication planning, a communication campaign of Addison Lee will be
produced. In the first part, a poster has been made based on Addison Lee's marketing campaign.
Addison Lee is a private cab service company that provides cab services in London and other
adjacent parts of the London. Recently, Uber cab service has been banned in London, hence,
Addison Lee is trying to capture the market mainly targeting younger demographic of 16-25
years of passengers. Moreover, the organisation is trying to grow the business service by 3% by
the June of 2008. In this part, promotional mix theory has been applied to Addison Lee's
campaign. The target audiences of the poster have been selected and AIDA model of
advertisement has been used in this part.
1. An explanation of the Promotional Mix theory
A marketing plan always focuses on the target market and it has mainly four elements.
These four elements are product, price, place and promotion, therefore, this 4P’s of marketing
mix is called promotional mix. This promotional mix comprises with the public relations,
advertising, sales promotions, direct marketing, corporate image and personal selling. Promotion
mix can be used as tools to communicate with the target market so that the organisation can have
extra sales profit and goals (Belch et al. 2014). There is an optimal method of allocating budgets
for various elements within the promotional mix to have the best market results and the
marketers need to find the right kind of mix.

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2. A discussion of how the promotional mix theory was used to decide selection
Among all the elements, For Addison Lee, the advertisement has been chosen as the
medium of promoting the business. In the promotional mix, the Addison Lee provides the cab
services to the people of the London. The prices of Addison Lee are taken as cost leadership
strategy by giving lower prices in order to increase the customer base. In order to track the cars,
the users need to access of mobile app and website. In promotion of the business, poster
advertisement has been chosen for Addison Lee. In promotion of Addison Lee, a visual poster
will be helpful to reach the customers.
3. A description of the target audience and the response sought
The target audiences of the Addison Lee of the posters are the young generation mainly
aged between 18 and 25. In this respect, the posters must be colourful and use the words that can
attract the young generation. The soft copy of the poster can be uploaded on the social
networking sites in order to grab the attention of young generation who are extremely conscious
of the societal status and show off (Petersen et al. 2015). Additionally, the poster will also attract
the drivers of the cab and the employees as Addison Lee wants to provide special benefits to the
employees as motivation and extra money in pick hours to the drivers.
4. An outline of the chosen channel and justification
The chosen channel for promotion of Addison Lee is printing advertisement. The poster
will be made in order to promote the cab services. In the UK, the importance of poster is high as
the poster is highly informative and it can last longer with the customers than the delivery of a
speech. Posters will help in building the image for Addison Lee as posters have logo, name and
key messages for the users of Addison Lee. The poster itself speaks and presence of author is not

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necessary (Luxton et al. 2015). Same posters can be utilised different occasions and it costs less
than any other media.
5. An explanation of the communications key message
The communication message through the poster is that the first ride through the mobile
app of Addison Lee, passengers will get a flat discount of 50%. If the passengers could refer the
app to their friends and family, the users could get next two rides absolutely free. Moreover,
through the cab booking from the website, the passengers could get 10% discount on each ride.
Addison Lee is going to launch three different types of car, Micro, Mini and Prime based on the
size and rent. Addison Lee is going to start outstation services for the passengers of London, in
round trip; the passengers would have a huge discount from Addison Lee.
6. Use of AIDA marketing theory to explain how the promotion and key message will
achieve Addison Lee’s objective
Attention:
Attention can be defined as awareness and through the visually attractive poster; Addison
Lee can grab the attention of the users’ mostly young generation. The poster will contain the
benefits factor for the passengers and drivers of the cab, these extra benefits can give shock
factor to the audiences, hence the attention will automatically create.
Interest:
When the passengers will observe the poster, they will find the interest with discounts
given along with the flexibility to choose the desire car types. The posters will be entertaining
and memorable that will tickle the mind of the audiences (Blakeman 2014).

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Desire:
In the absence of Uber, the personalise cab service of Addison Lee can grab the market.
The story and message that poster of Addison Lee will convey are relevant and proper. Hence,
the passengers of young generation will download the app and use the cab service. They can also
refer to their friends and family if they will be satisfied with the services and drivers.
Action:
This stage of the theory is taken as ‘closing the sale’ as the audiences need to take the
action (Parente and Strausbaugh 2014). The passengers can use the cab services as in each ride
they can have a special discount. The management of organisation will give the discount based
on the last ride of the customers.
7. An explanation of how feedback will be collected
 Addison Lee can take the feedback from the audiences on poster through the chat option
of the website of Addison Lee and mobile-based app.
 Organisations can organise live chat session on social networking site and the
management can ask the audiences about posters and the offers (Kim and Jeong 2016).
 Addison Lee can measure the customer service performance and they can ask to provide
feedback to the drivers about their posters.
 Addison Lee can use personalise mail services to the audiences and the audiences can
mail back with their feedbacks.

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Conclusion
A communication plan is an approach that is organisational policy driven by providing
information to the stakeholders. It has been observed that Addison Lee is using the poster to
share their offers with the customers and launching of different types of cars for the passengers.
In order to fill the absence of Uber, the personalise cab service has enough potential and Addison
Lee wants to target the young generation. The poster will attract the passengers and they will use
the cab service, eventually, the customer base can increase.

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Reference List
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing
communication perspective. New Jersey: McGraw-Hill Education.
Blakeman, R., 2014. Integrated marketing communication: creative strategy from idea to
implementation. London: Rowman & Littlefield.
Kim, H.C. and Jeong, J.Y., 2016. Effect of celebrity endorsement in the marketing of musicals:
Poster versus social networking site. Social Behavior and Personality: an international
journal, 44(8), pp.1243-1253.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. London: Cengage Learning.
Petersen, J.A., Kushwaha, T. and Kumar, V., 2015. Marketing communication strategies and
consumer financial decision making: The role of national culture. Journal of Marketing, 79(1),
pp.45-67

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