Addison Lee: Promotional Mix, Target Audience, and AIDA Analysis

This report provides a comprehensive analysis of Addison Lee's marketing and communication strategies. It begins by defining the promotional mix and its elements, including advertising, public relations, sales promotion, direct marketing, and personal selling. The report explores how Addison Lee utilizes the promotional mix to communicate effectively with its target market and increase sales. It then identifies the target audience as the younger generation (16-25 age group) and justifies the choice of advertising as the primary channel to reach them. The report explains the key message of 'better service at a better price,' outlining new services and discounts. Furthermore, it applies the AIDA model (Attention, Interest, Desire, Action) to demonstrate how Addison Lee aims to achieve its objectives, highlighting the role of TV and social media advertising. Finally, the report discusses the methods for collecting customer feedback, such as online questionnaires and telephone interviews with permanent customers, to improve their services.

Marketing and Communications

Table of Contents
PART TWO.....................................................................................................................................1
1. Promotional mix.................................................................................................................1
2. Use of Promotion mix theory.............................................................................................1
3. Target audience..................................................................................................................1
4. Chosen channel and Justification.......................................................................................1
5. Explanation of Key message..............................................................................................2
6. Use of AIDA in attaining Addison Lee objective..............................................................2
7. Collection of feedbacks......................................................................................................3
PART ONE......................................................................................................................................3
REFERENCES................................................................................................................................4

PART TWO
1. Promotional mix
Promotional mix is the part of marketing mix, it has four elements i.e. public relation,
advertising, sales promotion, direct marketing and personal selling. These tools are adopted by
company like Addison Lee so they can communicate with their target market in an effective way.
They support an organisation in increasing their sales (Schultz and Malthouse, 2017). Promotion
mix is basically the part of 7 Ps of marketing mix. If cited enterprise use these techniques in
proper way then they can easily grow with a rate of 3% by June 2018. Advertisements are the
paid form of communication, it is done through T.V and radio channels, social media etc.
2. Use of Promotion mix theory
Promotion mix is a blend of various variables of promotions which help an organisation in
moving forward toward their goals (Leitch and Leitch, 2017). The tools of promotion mix play
crucial role in convincing potential customers. They provide significant knowledge about the
product, services or the offers that is given by the company. Their main aim is to enhance the
sale of the organisation and they try to attain this goal by understanding and giving customers
''what they want''.
3. Target audience
Promotion mix will be focused on younger generation i.e. 16-25 age. Younger generation is
important for any organisation because they have significant share in the market. Young people
are considered as the future of this world so if they are happy with a company then the business
of that firm will also move in forward direction. Young people like to use private transportation
instead of public so they are happy with the new offers and services of the Addison Lee ( Bruni,
Cassia and Magno, 2017). They can connect with the company in better way by understanding
their policies and plans.
4. Chosen channel and Justification
Advertising will be appropriate channel for targeting younger generation. They are very active
on social media, if most of the funds will be spend on promotion of the company and its new
offers then customers may get convince to use this service for at-least one time. The importance
of T.V advertisement in continuously increasing, showing add in prime time can assist cited
company in buying a space in the mind of potential customers. Advertisements can be bit
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expensive but they help an organisation in attaining their aggressive goals. If a firm want to
achieve more target in less time then they cannot use other channels like personal selling of
public relation.
5. Explanation of Key message
Addison Lee is starting new services and offering more discounts on their current offers.
They are going to keep two kind of prices, one of weekends and other for remaining days. The
price of prior one will same while the tariffs from Monday – Friday will go down by five
percent. They are going to offer more facilities in their cabs like a customer can purchase general
food items like chocolate or biscuits from the cab driver (Kitchen and Burgmann, 2015). People,
nowadays, do not have much time so if they can purchase some eatables from in the cab then it
will save some of their precious time. The key message will “better service at better price”.
6. Use of AIDA in attaining Addison Lee objective
AIDA marketing theory consist of four elements. First is attention, this step try to make people
aware about a bard like Addison Lee. Some people do not have any idea about this company so
if they will know about the business operations of the company then it will be good for the cited
firm. I stands for interest, if people will see the small products which mentioned firm is offering
in their cabs then they will get interested in knowing other benefits that is provided by Addison
Lee. D is for desire, once young generation will understand the key message of the company i.e.
“better service at better price” then a feeling of using this cab service feel arouse in their mind. It
is significant for growing business at the rate of 3%, young people also like to do experiment so
they try to convert their ''desire'' in the reality. This step is called as ''action''. They will try to find
out the a manner through which they can connect to the company. T.V and social media
advertising will help young people in understanding the offers and facilities which cited
company is offering (TanK wek and Li, 2013)
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7. Collection of feedbacks
By asking current and potential customers to fill an online questionnaire, service users feedbacks
can be registered by the managers of the company. This questionnaire will contain every types of
questions and it will cover all the aspect of the business. Some permanent customer will be
contacted through telephone, they are crucial part of the business so they can significant views to
the cited organisation.
PART ONE
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REFERENCES
Books and Journals
Bruni, A., Cassia, F. and Magno, F., 2017. Marketing performance measurement in hotels, travel
agencies and tour operators: a study of current practices. Current Issues in Tourism.
20(4). pp.339-345
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: Making it work at a
strategic level. Journal of Business Strategy. 36(4). pp.34-39.
Leitch, S. R. and Leitch, S. R., 2017. The transparency construct in corporate
marketing. European Journal of Marketing. 51(9/10). pp.1503-1509.
Schultz, D. E. and Malthouse, E. C., 2017. Interactivity, Marketing Communication, and
Emerging Markets: A Way Forward. Journal of Current Issues & Research in
Advertising.38(1).pp.17-30.
Sunday, A. and Bayode, B., 2011. Strategic influence of promotional mix on organisation sale
turnover in the face of strong competitors. Business intelligence journal. 4(2). pp.343-
350.
Tan, W.J., Kwek, C.L. and Li, Z., 2013. The antecedents of effectiveness interactive advertising
in the social media. International Business Research. 6(3). p.88.
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