Marketing and Communication Strategies for Addison Lee: MCOM4040

This report examines Addison Lee's marketing and communication strategies, focusing on their promotional mix and target market. The analysis highlights the company's use of the 4Ps and promotional tools like public relations, personal selling, advertising, and sales promotion to reach their target audience. The report emphasizes Addison Lee's focus on the 16-25 age group, leveraging social media and visual communication channels to convey messages about cashless rides, reduced waiting times, and competitive pricing. Addison Lee aims to build client relationships through social media, feedback systems, and customer support, promising better service, fares, and overall customer experience. The report also touches upon the use of live chat and email surveys to gather customer feedback and improve service quality.

Running head: MARKETING AND COMMUNICATION
Marketing and Communication – Part 2
Student name
University name
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MARKETING AND COMMUNICATION
Part 2
Poster

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MARKETING AND COMMUNICATION

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Marketing plan of any organization focuses on their target market and is most of
the time concentrated on major four elements. These four main elements are called the
4Ps. Promotional mix is part of this four Ps consisting of public relations, personal
selling, advertising and sales promotion. These are used as communication tools for the
target market and generation of organizational sales goals and profits. Promotional mix
is the decision maker for the activities that are necessary for reaching the target market
and introducing the products in the market.
Promotional mix theory is used with the help of appropriate internet presence and
social media. Internet and social media growth was used as a mean of communication
inside Addison Lee’s promotional mix, which later got settled upon and success
acquired.
For the latest campaign of Addison Lee, the main target market are those people
who fall in the age category of 16-25. They make up the largest part of the population
and have a lot of contribution inside the economy. The youth of today live and breadth
on smartphones and social media. Social media is most significantly to be used for
showcasing the products or services. The young people as target markets would be
helpful in increasing sales, influencing the number of followers and relating closely with
the customers, all by means of following the latest trends. The response that the youth
provides helps increase the client base for Addison Lee.
By means of visual communication channel, using drawings, illustrations and
electronic means, messages can be corresponded. Visual displays and television ads
would be used for this purpose. It is thought by Addison that videos would be helpful for
customers in understanding the message that is attempted to get conveyed. The pros of
this channel includes the capability of attracting the attention of the viewers so that there
remains a better scope of remembering the message conveyed. The process of
message delivery would also be swifter and increasingly influential.
The main message that is attempted to be conveyed by Addison is them being a
cab service who boast of offering their clients with cashless rides, decreased waiting

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time, accessing of the Eta and enabling of tracking system – all at a much reduced price
than the competitors. They are attempting at offering their drivers with additional
benefits, better service, and better experience for the customers and real time fares, all
inside a professional culture. They would put to use social media, feedback system and
customer support for supporting and building a better client relationship.
Addison would be attempting at attracting the focus of the customers by means
of promises of providing better service, better fares and an overall better experience.
Customer interest would get garnered by means of better fares and innovative visual
communication messages. By means of these visual communication approaches the
desire of the customers would get driven for engaging the services of Addison and
turning their desire into action by using their services.
Addison customer feedback would get collected by means of proactive live chat
support. Live chat sessions offers feedback and assists in measuring the level of
customer service of the company. Regular feedbacks and rating would help further.
Email survey option for new customers would be if assistance also.

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References