Marketing Mix and Promotional Strategies for Addison Lee Report

This report provides an analysis of Addison Lee's marketing and communication strategies, focusing on the marketing mix and promotional mix theory. It explores how Addison Lee utilizes various promotional tools, including digital media and the internet, to reach its target audience, which is segmented based on geographical, psychographic, and demographic aspects. The report outlines Addison Lee's distribution channels, emphasizing the convenience of its application. It examines communication strategies, including the use of taglines and slogans, and applies the AIDA marketing theory (Attention, Interest, Desire, Action) to Addison Lee's approach. The report also discusses methods for collecting customer feedback, such as surveys and feedback forms, and concludes with a summary of the key findings.

Part Two
Introduction
The below executed report has been presented on the concept of marketing and communication
and the focus has been concentrated on the marketing mix (Chang, 2016). The report involves
the promotional mix theory and approaches and use of the same in attaining the customer
satisfaction.
Promotional mix theory
The term promotional mix is one of the integral components of the 4P’s of marketing mix This
element consists of the characteristics such as personal selling, public relations, advertising, and
sales promotion. The marketing team of Addison Lee can make use of the promotional mix
theory for the attainment of company targets and goals (Chernev, 2014). The promotional mix
theory can be used by the entity a tool for communicating the target market and produce the
organizational sale. Digital media and internet are the promotional tools which have been
adopted by the business corporation for making the promotion of the services.
Use of promotional mix theory for deciding selection
Promotional mix theory assists the entity in reaching the targeted consumers in the best manner.
The online mediums are proven the best suitable mediums for reaching the targeted consumers.
Social media is the best medium of online means. Moreover, the digital medium is another
option which can be utilized for attaining the selected consumers.
Target audience
The target audience is the common term for the consumer segments which has been created for
better promotion and advertisement of the products (Addisonlee 2017). Addison Lee has a
diverse range of consumers segments as the UK is a high-density region in terms of population.
A strong GDP facilitates the populations on various grounds and enables them to lead a high
standard of living. The target audience can be segmented on the basis of various aspects such as
geographical, psychographic, demographics etc. The business entity should make use of effective
measures
Outline of distribution channel
Distribution channels are the mediums and the modes through which the products or the services
are made available to the consumers. Addison Lee makes use of offices, online portals and
application software for distributing the services in the UK and all the other regions in which the
entity is operating the business. The most convenient method of assessing the services of the
business corporation is making use of an application. This one of the best and most convenient

and most affordable medium of distribution for both consumers' and also for a company as it is
easy to use and access can be done from anywhere at any time.
Communication key message
Communication plays a great role in promoting the services in front of the consumers. The
messages are considered as tools which aid the entity in conveying the ideas of the marketing
team to the consumers. The taglines and the slogans are the messages which assist the
communication process in conveying the required details to the consumers. In case of Addison
Lee. Addison Lee is more than a car service (Czinkota and Ronkainen, 2013). The messages are
proven very much beneficial in stimulating the buying decisions of the consumers. They
motivate the consumers and generate a will to buy the products and services of the entity.
Use of AIDA marketing theory
The above-mentioned marketing term is an acronym for Attention, Interest, Desire (or decision),
Action which is also known as one of the founding principles of contemporary marketing and
advertising. The below mentioned is the use of the mentioned marketing theory for Addison Lee:
 Attention: Creating awareness or attracting the attention of the consumers is the first step
of the process. Addison Lee should create awareness for the products by making use of
effective means of advertisement (Dunning, 2012).
 Interest: After attracting the consumer’s attention the business entity should start
generating interest among the targeted consumers. This is the next step in the process.
 Desire: After generating the interest about the concerned product the next step is to
create the desire for the product.
 Action: The last step of the process is the action .i.e. making the decision for purchasing
the product.
Methods of collecting feedbacks
The below listed are some of the significant methods of collecting feedback from the service
users and the same can be adopted by Addison Lee:
 Customer surveys: A detailed survey can be executed over the overall experience of the
consumer. These surveys will be conducted by the after sales service executive on the
personal basis by visiting the consumers (Dunning, J.H., 2014).
 Telephonic surveys: Calling can also be considered as an effective method for
conducting the survey and is also one of the cheapest means.
 Feedback forms: In this, the consumers are provided with a form which consist of some
questions related to the experience of the consumers and the service offered by the
business corporation.
Conclusion

In the limelight of the above executed analysis it has been executed that promotional and
distribution mix is one of the integral components of the theory of marketing mix.
References

Chang, J.F., 2016. Business process management systems: strategy and implementation. CRC
Press.
Chernev, A., 2014. Strategic marketing management. Cerebellum Press.
Addisonlee, 2017, Addison Lee, Assessed on 16th November 2017,
https://www.addisonlee.com/services/standard-cars/.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
Dunning, J.H., 2012. International Production and the Multinational Enterprise (RLE
International Business). Routledge.
Dunning, J.H., 2014. The Globalization of Business (Routledge Revivals): The Challenge of the
1990s. Routledge.