Communication Plan for Addison Lee's Teenage Target Audience

The report explores the communication plan for Addison Lee, focusing on using advertising as a primary tool within the promotional mix to engage a teenage audience. It highlights the strategic use of social media channels like Facebook and shopping sites to capture attention due to their high usage among teenagers aged 16-25. The promotion leverages attractive pricing offers through three-tier cards (Green, Silver, Golden) to encourage uptake and drive business growth. Feedback mechanisms such as surveys and customer reviews are suggested for assessing the campaign’s effectiveness.

Running head: communication plan
Report on communication plan of Addison Lee

Communication plan 1
Table of Contents
Theory of promotion mix........................................................................................................................2
Advertising..............................................................................................................................................2
Personal selling.......................................................................................................................................2
Sale promotion........................................................................................................................................2
Public relation.........................................................................................................................................2
Promotion mix use for decision...............................................................................................................2
Target audience and their response..........................................................................................................2
Appropriate channel................................................................................................................................2
Key message...........................................................................................................................................3
AIDA...................................................................................................................................................... 3
Feedback.................................................................................................................................................3
Conclusion..............................................................................................................................................3
References...............................................................................................................................................4

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Introduction
Communication basically refers to a process through which information is delivered
from one person to another person with the help of any medium. Promotion mix is widely use
to transfer information about companies product to its target customers. In this project
discussion will be carried on promotion mix plan of Addison Lee car services.
Theory of promotion mix
Marketing mix consist of four elements. One of them is promotion mix which
involves advertising, personal selling, public relation and sales promotion. They are
commonly used as an instrument to provide information to the target group (Gunasekharan,
Basha, and Lakshmanna, 2016). Now a day’s communication plays a very important in
attracting customers. Depending upon the type of the target, market segment appropriate
instrument is use.
 Advertising – it is an informal form of communication like radio and television.
 Personal selling – it refers to the process in which business man directly convince
consumer to buy the commodity.
 Sale promotion – in this coupons, contest and many other things are used to attract
customers.
 Public relation – this focus on providing information about the product and the
company (Sheu, 2011).

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Promotion mix use for decision
On the basis of promotion mix theory, as the target segment of the company are
teenagers so it will be best to use advertisement instrument because youngsters are connected
to social media and watch television. Addison Lee can fulfil its aim of increasing business
easily if they use this medium (Steenkamp, 2017).
Target audience and their response
Organization is focusing on the age group of 16 – 25 year old youngsters as, they
travel a lot as compare to other age group. This age group people may be school students,
college students, employees working in any multinational companies and so on. There are
chances of getting positive response as the medium use for communication is most likely to
be used by youngsters specially shopping sites, face book, and so on. Moreover fast services
of the company will help them to reach their destination safely on time (Schlegelmilch,
2016).
Appropriate channel
Advertisement is a paid form of communication. It is not personal in nature. There are
certain disadvantages of providing information from this medium such as
 It is difficult to assure that weather the target group is paying attention or not.
 Any quarries if occur, cannot be solve on the same point.
Despite of its disadvantages there are many advantages also such as,
 Low cost: cost will be spread on large group so per unit cost is less
 Less time: it hardly take a minute or less to read a message on social site or to hear
the information on radio or television and many more (Palmatier, El-Ansary and
Anderson, 2016.).

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Key message
Addison Lee is providing its car services along with some special offer for teenagers.
The offer include three cards one green, second silver, third golden. From green card holders
company will only charge £25 for a week whereas charges for silver and golden card holder
are £30 and £28. The amount is very less in comparison to other taxi services providers. This
offer is available only for short period of time. So come and grasp the offer as soon as
possible.
AIDA
It stands for Attention, Interest, Desire, and Action (Lee, and Hoffman, 2015). As
advertisement is use as the tool of promotion which is best to attract the people because lots
of colours are used in it. Main interest of youngsters falls in social sites on which the firm is
displaying all the information so, whenever they will open the site they will get attracted
towards offers. They also desire to reach places at proper time in low cost, so such offers will
attract the customers to buy any of three cards. As the company is taking care of all the
elements of marketing mix specially the promotion mix to attract its customers, then soon it
will attain its goals that is increasing the profitability by 23% by attracting target group of
teenagers’ who falls in age group of 16-25 years.
Feedback
Marketer can collect information that weather the customer are getting aware about
the schemes and the advertisement done by the company by conducting survey, analysing the
difference in profitability of the company over the period of time, directly talking to people
and taking their reviews on the three card scheme launched by the company that how this
scheme is helpful to them. Along with it firm should train drivers to maintain proper diary in

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which they should take customers reviews regarding their ride and the improvement that is
needed to be done in upcoming time period.
Conclusion
From the above report it can be concluded that if the Addison Lee marketing
department communicate their services properly with the help of advertisement then the
company can easily attain its target of 23% increase in business.

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References
Gunasekharan, T., Basha, S.S. and Lakshmanna, B.C., 2016. A Study on impact of Promotion
Mix elements-Sales promotion and Direct Marketing of DTH manufactures on Customer
Behaviour. ITIHAS-The Journal of Indian Management, 6(1).
Lee, S.H. and Hoffman, K.D., 2015. Learning the Sham Wow: creating infomercials to teach
the AIDA model. Marketing Education Review, 25(1), pp.9-14.
Palmatier, R., Stern, L., El-Ansary, A. and Anderson, E., 2016. Marketing channel strategy.
Routledge.
Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in Global Markets. In
Global Marketing Strategy (pp. 63-82). Springer International Publishing.
Sheu, J.B., 2011. Marketing-driven channel coordination with revenue-sharing contracts
under price promotion to end-customers. European Journal of Operational Research, 214(2),
pp.246-255.
Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan UK.

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