BMAF001-20 Communication for Professionals: Screwfix Marketing

This presentation provides an overview of Screwfix Company's marketing communication mix, detailing its activities, benefits, and organizational approach. It covers key aspects such as marketing communication definitions, the various activities within the mix (including advertising, sales promotions, personal selling, public relations, direct marketing, and social media), and the advantages these strategies offer in terms of boosting sales, enhancing brand value, and fostering customer relationships. The presentation highlights Screwfix's focus on digital platforms and public relations, emphasizing the importance of a strategic approach to marketing communication for achieving business objectives. The presentation also includes references and an appendix for further information.

Table of content
 INTRODUCTION
 Marketing communication
 Activities of marketing communication mix
 Benefits of marketing communication mix
 Organisation approaching marketing communication
 CONCLUSION
 REFERENCES
 Appendix

INTRODUCTION
 Marketing communications are modes and measures adopted by the organisation to communicate the
message disclosing the brand identity to potential customers associated with the organsiation.
 This presentation is based on the Screwfix Company in context to its marketing mix elements and factors.
 Company was founded in the year 1979 by the founders John Goddard Watts.
 Headquarter of the company is located in England, United Kingdom.
 This presentation will discuss about the marketing communication related aspects of the organisation.

Marketing communication
 Marketing communication is defined as a mode of
communication about brand with the target
customers in the market.
 This involves utilisation of the various marketing
channel to communication effectively about the
brand identity with the target customer base
associated with the respective market.
 This is more like channelizing the brand identity
with the various modes and methods of
communication so that company can effectively
deliver business objectives(Alananzeh, Tarhini
and Algudah, 2018).

Activities of marketing communication mix
 Marketing communication mix is segregated
into bunch of activities which include all
fundamental aspects related to brand
promotions.
 Marketing communication mix find the basic
agenda through which promotions can done
effectively (Blakeman, 2018).
 Marketing in today time play an essential role
in the overall success of any company or
business entity.

Benefits of marketing communication mix
 Marketing communication allow the organisation
to boost up the sales and profitability of the
organisation.
 For example Screwfix Company focused on
personal selling, digital promotion and many
more to increase the sales and profits.
 The aim of the marketing communication is to
promote the product offer by the organisation in
front of the potential customer.

Organisation approaching marketing communication
 Screwfix Company is following this practice of marketing communication mix since the beginning of the
business idea.
 Company focused more on digital platforms now days like facebook, Instagram and many more to approach
the marketing communication in more effective manner (Rusdi Hidayat and et.al., 2018).
 Company has also developed a team of professional to conduct the public relation campaign of company.
 Organisation has focused more on approaching to the public relationship with the professional who can do
this in more strategic manner.

CONCLUSION
 Marketing communication mix allow and favour to the company to focus more on building a loyal bra
damage and establish a sustainable relationship with the end customer so that better growth and
development opportunity can develop by the company.
 Marketing communication mix contain tactics like public relationship, digital campaigning, email
marketing, personal selling and many more that favour to the organisation to support the overall’s growth
and development opportunities in the respective target market.
 Marketing communication mix favours the overall growth and development opportunities of the business.
This is one of the most significant advantage marketing communication create is that it encounter to the
growth and development requirements of the business.

REFERENCES

 Alananzeh, O., Tarhini, A. and Algudah, O., 2018. The effect of promotional mix on hotel performance
during the political crisis in the Middle East. Journal of Hospitality and Tourism Technology.
 Apr, I. and Mensah, N., 2020. Examining the factors and constraints influencing the choice of marketing
communication mix elements in Rural and Community Banks (RCB’s) in Ghana. Test Engineering &
Management. 83. pp.16096-16110.
 Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to implementation.
Rowman & Littlefield.
 Cahyono, E. D., Wisudawanto, R. and Pratiwi, D. R., 2021. Marketing Mix Communication dalam
Penjualan Produk dan Jasa Findtime Studio Photography (Doctoral dissertation, Universitas Sahid
Surakarta).

Appendix
INTRODUCTION
Henceforth, reports will emphasis on the marketing communication as a concept.
Benefits associated with the marketing communication mix will also discuss in the presentation.
Furthermore, the activities undertaken by the company to channel the different features related to marketing
communication mix will be discussed.

Marketing communication
 Entire description about the products company is trying
to sale to end customers.
 It include all different perspectives organisation use to
communicate effectively about the products and brand in
market.
 The basic agenda behind the marketing communication
is that management and company try to channel the
brand identity.
 This entire process contain various mediums which
company tend to utilise in process to exchange the
information and brand value with the potential or target
customers in the respective market (Apr and Mensah,
2020).

Cont..
 Marketers of the Screwfix Company utilise this whole concept of the marketing communication to create
brand awareness, brand identity and such features of the brand so that customers can become more
connected with the products and facilities offer by the organisation.
 Creation of brand value become important in today’s competitive environment and marketing
communication favour to the company to establish a loyal customer base who can stay connected with the
company in any diverse situation.