Comprehensive Analysis of Metro Bank's Marketing and Communication

This report examines the marketing and communication strategies employed by Metro Bank, a financial institution based in the United Kingdom. The report begins by emphasizing the importance of a communication plan in business, focusing on identifying and implementing various communication methods and clarifying roles within the organization. It then delves into the description of the target audience, highlighting the significance of market segmentation and key factors such as the size, structure, and characteristics of the target group. The report further explores the promotional mix theory, detailing the role of public relations and advertising. It also discusses the application of promotional theory, the use of new technologies, and the adaptation of innovation to meet customer needs. The report outlines the use of new communication channels, particularly social media, and addresses the AIDA theory (Attention, Interest, Desire, Action) in the context of customer engagement. The report concludes by emphasizing the importance of customer feedback in improving services and increasing customer levels. The report references various books and journals to support its analysis of the marketing and communication strategies of Metro Bank.

Marketing and
Communication Part 2

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Importance of a communication plan in business...................................................................1
2. Description of the target audience...........................................................................................1
3. Promotional mix theory...........................................................................................................1
4. Explanation.............................................................................................................................2
5. Outline.....................................................................................................................................2
6. Explanation.............................................................................................................................2
7. AIDA theory............................................................................................................................2
8. Discusses.................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES ...............................................................................................................................4

INTRODUCTION
Marketing is one of the most important parts of any new services are to be provided for
customer. In this context, METRO BANK is use marketing to improve customer relationship
management (Kim, 2014). The company basically located in United Kingdom and provide
different kinds of services is financial sector. This report is based on promotion metro banks to
achieve new objectives.
MAIN BODY
1. Importance of a communications plan in business
In METRO BANK abstraction is the fewest crucial part to improve levels of carrying into
action of outside factor. The growth model depends on connection or interaction with each and
every customer (Kotabe, 2014). There is some importance of communication used in financial
services are as follows:-
 To identify and implement a variety of communication: - In this context, many ways
to spread new message. It is assisted to on which method is to be used to add number of
clients in market place.
 To clarify staff members, stakeholders and other role :- In organisation people need to
know, what they will contribute to the structure. In this context, some clarification is
needed as per the role of
2. Description of the target audience
A marketing communicator must start with a clear target audience in mind. The target
audience will give direct impact on the communicator and decision making in the workplace. On
the other side, people, attitude and attraction towards the objective is highly motivational and
improve carrying into action of the financial sector (Cornwell, 2014). To be target customer with
the assistance of market segmentation is used in the work place. Some essential factor for
METRO BANK are the size of the target audience, structure of target group and need or
characteristics of the target audience. This helps to manage work or improve productivity of
financial sector.
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3. Promotional mix theory
In a business environment, external factor is one of the most essential parts to the
alteration level of consumer (Kitchen, 2016). There are five most important elements is to be
used are as follows:-
 Public relation :- In this context, public relation main purpose is that is help to build the
positive image for a company, support new services launch sales, assist an establishment
to evaluate public attitudes and communicates the overall cognitive content of the
company.
 Advertisement :- It is any form of paid communication is which company is to be
identify. This is help to increase large number of client in market place.
4. Explanation
In metro bank to be used the promotional theory must be used or improve productivity
and profit will be manage work. This is helping to achieve new objective is a work place. Some
new technology is to be used in the promotional mix (Smith, 2015). In the same way, innovation
is to be used by METRO BANK for satisfying the need and wants of customers. This is
assistance to save time and save money in the financial sector. Some advantage is new strategies
is hope and change the old process is to be used in the work place.
5. Outline
In this context, new channel of communication and promotion to be used METRO
BANK for an addition figure of bespoke. On the other side, social media is assistance to
indefinite quantity amount of user. Nowadays mostly is to be use internet and social networking
sites and update regular activity for improving was carried into action (Isaenko, 2014). The
internet is best channel used by banking sector. Some changes are based on technology,
innovation in the market. This two factor is given the direct impact on banking timing 8 am-8 pm
Monday to Saturday and 11 am-4 pm on Sunday, to offer greater convenience to its
6. Explanation
The METRO BANK is to be handle the future development of customer and improve
market share. The overall development is to be depended on communication and promotion
strategies is to be used in the work place (Ateke, 2016). This is continuing to make significant
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investment to in our store network and technology to be used for support internal or external
management system. It has helped to support the execution in day to day regular activity.
7. AIDA theory
 Attention :- To gain the attention is improved practices and use them in right way or
right time. To be focus on first impression is a last impression in market.
 Interest :- It is most crucial part to maintained the interest in same filed. Keep interest is
an important part of the sales process and therefore is included in the AIDAS theory.
 Desire :- In this stage, highlight the product in attractive manner to improve customer
services or buy the product immediately (Loots, 2014). How product or services is to be
figure out their difficulty in work place.
 Action :- This is last stage, client will be take new action to purchase product of services
in market place.
8. Discusser
Customer feedback is most essential part and help to improve service or increase level of
customer in the work place (Cornelissen, 2017). This is assistance to support or change any
mistake with the use of client feedback. To improve work as per the feedback has given a
positive response at a future time.
CONCLUSION
From the above written document is based on METRO BANK is use, promotion and
communication is improved to improve number of users in the financial sector. This report is
based on store network and technology to be used for support internal or external management
system.
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REFERENCES
Books and Journals
Kim, K 2014. Trends in advertising research: A longitudinal analysis of leading advertising,
marketing, and communication journals, 1980 to 2010. Journal of advertising, 43(3),
pp.296-316.
Kotabe, M 2014. Global marketing management.
Cornwell, T.B., 2014. Sponsorship in marketing: Effective communication through sports, arts
and events. Routledge.
Kitchen, P.J., 2016. Is IMC “Marketing Oriented”?. In Rediscovering the Essentiality of
Marketing (pp. 441-442). Springer, Cham.
Smith, V.L 2015. Marketing and communication of responsibility in volunteer
tourism. Worldwide Hospitality and Tourism Themes, 7(2), pp.159-180.
Isaenko, E.V 2014. Automobiles selling organizations’ marketing communications assessment
directions. Life Sci J, 11(9s), pp.239-242.
Ateke, B.W 2016. Collaborative marketing and business wellness of global system of mobile-
communication (GSM) service providers in Nigeria. International Journal of Marketing
and Communication Studies, 1(1), pp.14-26.
Loots, H 2014. Applying marketing management and communication management theories to
increase client retention in the short-term insurance industry. Public Relations
Review, 40(2), pp.328-337.
Cornelissen, J 2017. Corporate communication: A guide to theory and practice. Sage.
Luxton, S 2015. Integrated marketing communication capability and brand performance. Journal
of Advertising, 44(1), pp.37-46.
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