Comprehensive Business Proposal: Marketing Communication Strategy

This business proposal outlines strategies for enhancing marketing and communication in various business contexts. It begins by suggesting online marketing for Ben's Book Barn to broaden its customer base. It proposes a customer-centric banking application for Wanye Bank of Gotham, emphasizing 24/7 service and direct customer-banker interaction. Recommendations for developing marketing communication include public relations and direct marketing to maximize audience reach and gather customer feedback. The proposal also discusses solutions for cross-sector marketing communications for Unilever, categorized into philanthropic, transactional, and integrative approaches. Furthermore, it highlights the importance of customer empowerment through feedback channels and emphasizes organizational policies for maintaining contact with business networks and clients, focusing on communication, consumer services, and human resource management.

Running head: BUSINESS PROPOSAL
Business Proposal
Name of Student
Name of University
Author note

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BUSINESS PROPOSAL
1. Chosen company: Ben’s Book Barn
For securing a wider consumer base and extending the brand value, the company will
need to implement modified tools and techniques that suits a divergent media environment.
Online marketing facility is an effective and convenient strategy for reaching out to diverse
communities across the world. Purchasers will be able to browse books online and avail
editions that may not be available in their local bookstores. The feedback forums and
customer service facility helps building trust and extends the marketing prospects of the
company. It is suitable within a divergent media environment since the internet is a global
forum where consumers from differing backgrounds and ethnicity can come together for
sharing their purchasing experience. The tool of media communication will be an effective
strategy for boosting up sales and getting in touch with international customers.
2. Customer centric application for Wanye Bank of Gotham
The industry can introduce an exclusive banking application (preferably android) for
customers of the company, so they can avail secondary benefits that are usually not offered
by other private banks. A customer centric application must aim for better understanding of
the customer, design experience, empower the frontline and encourage feedbacks that drive
continuous improvement. The application therefore, will be designed accordingly to
propagate direct contact between bankers and customers, the feedback page should be made
mandatory and there should be different bankers allotted with different expertise for
ensuring customer satisfaction. If the customers are able to get in touch with experts at any
odd hour, not only will it build up consumer loyalty but also enhance brand value of the
organization. The features of the application must include secured login, a viewable record
of transaction history and account balance, 24/7 service availability, instant notifications and

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receive alerts. These features will ensure appropriate functioning of business operation. For
verifying the viability of the features, the facility must collaborate with app experts who can
provide guidance for proper functioning of the application. Consulting software developers
would be a suitable option for programming the unique application. Concentrating focus on
consumer satisfaction will enable the organization to get into the good books of the
consumer base.
3. Recommendations for developing marketing communication
The objective of communication tools is to maximize the target audience, boost up sales
and provide a forum for customer feedback. An effective communication tool is vital for
a company launching a new product. The advent of new media along with new
technology have changed the methods of marketing communication and most companies
rely on digital media for launching and publicizing a new product. Extending public
relations and implementing direct marketing are two apt recommendations for this
purpose. The platforms for public relations include local and international publication,
holding seminars and distributing kits. These are operative strategies for reaching an
extended target audience and maximizing sales rate of a new product. Since customers
need quality assurance of a new product it will be tactful on the company’s behalf to
publicize the product by offering free samples and demonstrating product in public.
Direct marketing is ideal for a company launching a new product as it provides a proper
platform for customer feedback and offers personalized services for the consumers.
4. Solutions for cross-sector marketing communications of Unilever
Collaborations of sectors is a common profitable strategy employed by organizations for
extending sales, but maintaining healthy marketing communications is an important

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aspect of cross-sector partnerships. Unilever will benefit in manufacturing and sales if
engaged in cross-sector marketing communications. The solutions for this is classified
into three categories, namely philanthropic, transactional and integrative (Austin 2013).
Philanthropically, Unilever can engage in charitable contributions, gifts to the NPO
(nonprofit organization) for initiating business rationale, brand recognition, alignment
and reaching new target market. For transactional collaboration can opt for commercial
and social sponsorship. Under this procedure the organization will exchange in-kind or
cash contributions for promoting products. This will increase awareness in media and
public along with growing revenues and boosted sales. For socio-sponsorship the
resources of the business will meet social requirements and receive recompense rewards
in return. The integrative collaboration will have alliance and joint ventures. This will
have to implement cross-sector market communications for solving a social issue of
mutual concern. This method will aim at creating new collaborative value. This will
provide innovative opportunities and administrative changes for the business.
5. Channels for empowering customers
The growth and development of any organization lies with the customers and hence
effective steps should be taken towards consumer empowerment. An active platform for
feedback and reviews along with private contact with consumers would be extremely
effective channels for customer empowerment. Feedbacks will be sought from informal
and formal appraisals in performance, colleagues and clients, workplace assessments and
regular meetings. All business organizations must have well developed consumer forums
where purchasers can present their queries, complaints and feedbacks without any
hesitation. It will be best if the channel operated online and anonymously so consumers

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can avoid being singled out and vocalize their opinions without feeling reluctant. The
company workers are expected to develop communication skills required for receiving
feedbacks, managing conflicts professionally and maintaining healthy relationships with
clients.
6. Organization’s policy for maintaining contact with business networks and client
The organizational requirements for maintaining proper business network and cordial
relationship with clients include written, telephonic and facsimile communications. Face to face
meetings are integral to a well-functioning business network. The policies will be designed in a
way to keep and update records of emails, transactions, information and databases. The
administration will take charge of media involvement, collection of consumer fees,
communication with operational heads and corporate image (Knoke 2018). For maintaining a
loyal consumer base, the business policy will require proper consumer services. The
responsibilities of the organization will be to protect the consumers from harm, maintain
confidentiality of consumer and preserve information. For improving business operations, the
organizational policies will hire proper human resource management to handle challenging
behaviors, incident reporting and also make provision for home visits. A high functioning
business organization banks on the extended networks and suitable client service for functioning
properly.

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REFERENCES:
Austin, J.E., 2013. Marketing’s role in cross-sector collaboration. In Nonprofit and business
sector collaboration(pp. 31-47). Routledge.
Knoke, D., 2018. Changing organizations: Business networks in the new political economy.
Routledge.