Addison Lee: Promotional Mix and Communication Strategies Report

This report examines the marketing and communication strategies employed by Addison Lee, a London-based private hire company. It delves into the application of the promotional mix, including advertising, sales promotion, and direct marketing, to effectively reach the target audience. The analysis identifies the target audience for Addison Lee's services, which include cab and courier services, and explores various promotional channels such as branded booklets, email, and SMS notifications. Furthermore, the report highlights the company's key communication message, "Your Location is Our Destination," and its alignment with the AIDA model (Attention, Interest, Desire, Action). The report also explores methods for taking customer feedback, including surveys, phone calls, live chat, and posters, to gauge customer satisfaction and improve services. The conclusion emphasizes the importance of the key message in achieving the company's revenue goals.

Running head: MARKETING AND COMMUNICATION
Addison Lee
Marketing and
Communication

MARKETING AND COMMUNICATION 1
Table of Contents
Introduction.................................................................................................................................................2
Promotional Mix Theory.........................................................................................................................2
Use of promotional mix theory for selection...........................................................................................2
Target audience.......................................................................................................................................2
Channel of promotion..............................................................................................................................2
Communications key message.................................................................................................................3
AIDA- Attention, Interest, Desire, and Action........................................................................................3
Attention..............................................................................................................................................3
Interest.................................................................................................................................................3
Desire..................................................................................................................................................3
Action..................................................................................................................................................3
Taking Feedback.....................................................................................................................................3
Survey.................................................................................................................................................3
Calling.................................................................................................................................................3
Live chat..............................................................................................................................................4
Poster...........................................................................................................................................................4
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6

MARKETING AND COMMUNICATION 2
Introduction
Addison Lee is a private hire company and is based in London. John Griffin is the one who
founded this company in 1975 as Pace croft Limited. 4,000 vehicles are operated by the
company and have over £900m of annual revenue (Addison Lee, 2017).
Promotional Mix Theory
Marketing mix 4Ps are involved in the promotional mix and comprise of personal selling,
advertising, sales promotion, direct marketing and public relations. It includes all the forms of
communication used by a business to create the meaning of their product or service and it also
helps them to attract or influence its targeted customers (Lake, 2017). Advertising is a form of
promotion which is paid and present the ideas and services through the channel of
communication. Sales promotion is used to increase the demand and consumer. Personal selling
is done through one to one communication between seller and buyer.
Use of promotional mix theory for selection
Promotional mix is used to select the type of promotional channel for advertising the product. As
advertisement have a wide scope and reaches to a large number of audience it helps Addison Lee
to select the type of channel to promote their services.
Target audience
Target audience involves all the people whose demand is similar to the product and services
offered by the business, it also involves those people who are interested in the services and
products offered by the business (Laura, 2017). Addison Lee provides different services like cab
service, courier service, etc. Therefore, their target audience involves all the people who prefer
booking cab to travel from one place to another and people who want to deliver something as a
courier. The marketing team of Addison Lee regularly deliver email, notification of app and
SMS to their target audience.
Channel of promotion
Businesses use the various channel to promote their products and services in the market to attract
customers. Once the business has identified their target audience they can select the media or
channel to promote their services. Selecting a channel is a very difficult task in marketing
strategy (European Commission, 2016). Addison Lee should promote their services by creating
branded booklets and distribute them. People book taxis at airports and hotels, therefore,

MARKETING AND COMMUNICATION 3
Addison Lee should distribute their booklets to different hotels and airports to increase their
customer base and market share.
Communications key message
Communication key message of Addison Lee is “Your Location is Our Destination”. Addison
Lee ensures that they give preference to their customer’s location and they consider their
customer's location as their location. The key message of communication is the important part of
the business to communicate with their customers. While designing these messages business
should see whether the key message is catchy or not and with this it should attract the customer’s
interest. These messages should be regularly changed according to the audience, time and
context. Further, these key messages should convey the opinions and thought of the business
(Porter, 2014).
AIDA- Attention, Interest, Desire, and Action
Attention- In today’s environment of advertising it is very important to attract customers and
gain their attention. This work is done by a striking statement as this statement involve
influencing words (Dymond Digital, 2017). The key message "Your Location is Our
Destination" will grasp the attention of customers as it is showing that Addison Lee is focused
towards their customers.
Interest- The key message should gain the interest of the customers by communicating the
benefits of availing the service of the company. The key message of Addison Lee is reflecting
the same.
Desire- Key message will stimulate the desire in the consumer as it communicates the USP of the
company. The key message will help Addison Lee to increase the trust of the customers.
Action- All the above factors are useless until they do not encourage their customers to take the
action. The key message of Addison Lee will encourage customers to avail their services as their
message is very clear, simple and will result in positive action. This key message of Addison Lee
will help them to fulfill their objective of 5% increase in revenue.
Taking Feedback
Survey- Addison Lee can take help of Email survey to take the feedback from their customers
about their services. They can ask for rating their services from their customers. Email survey
will be easy and cost-effective.

MARKETING AND COMMUNICATION 4
Calling- Addison Lee can take the feedback by calling their customers regularly.
Live chat- Addison Lee can also communicate with their customers through their app or website.
They can talk with their customers on live chat and can ask them to share their experience.
Poster

MARKETING AND COMMUNICATION 5
Conclusion
In the conclusion, it can be said that the key message of Addison Lee will help them to achieve
their objective of increasing their revenue by 5% as this key message is very influencing and will
encourage their target customers to take the action.

MARKETING AND COMMUNICATION 6
References
Addison Lee, 2017, London’s premier car service, Accessed on: 30 November 2017, Accessed
From: https://www.addisonlee.com/
Lake, L, 2017, Learn About Promotional Mix in Marketing, Accessed on: 30 November 2017,
Accessed from: https://www.thebalance.com/what-is-promotional-mix-2295546
Laura, L, 2017, Learn What a Target Audience is in Marketing, Accessed on: 30 November
2017, Accessed from: https://www.thebalance.com/what-is-a-target-audience-2295567
European Commission, 2016, Promotion channels and tools, Accessed on: 30 November 2017,
Accessed from: http://ec.europa.eu/ipg/go_live/promotion/channels_tools/index_en.htm
Porter, J, 2014, A step by step guide to creating great key messages, Accessed on: 30 November
2017, Accessed from: http://www.jrmyprtr.com/great-key-messages/
Dymond Digital, 2017, Creating great ads with the AIDA formula, Accessed on: 30 November
2017, Accessed from: https://dymond.digital/aida-formula-advertising-persuasive-writing/