Marketing Communication Proposal and Analysis Report

This report presents a comprehensive analysis of marketing communication strategies, focusing on various aspects of the field. The report begins by proposing tools and techniques suitable for a divergent media environment for Kit and Ace, a Canadian apparel brand, emphasizing social media marketing, customer engagement, and promotional events. It then outlines a customer-centric app proposal for an imaginary organization, HungerSavior, highlighting features designed to enhance user experience and satisfaction. Further, the report recommends marketing communication strategies for a new product launch, suggesting advertising on television, print media, and social media platforms to maximize sales and gather customer feedback. A proposal for cross-sector marketing communications solutions for Unilever is also included, emphasizing collaborations with NGOs for promoting products and supporting social causes. The report also identifies social media as a highly effective channel for empowering customers and responding rapidly to their perspectives, especially for younger demographics. Finally, the report outlines a policy framework for maintaining contact with business networks and clients, emphasizing the importance of employee professionalism and communication skills. The report provides real-world examples and expert verification to support its recommendations.

Running head: MARKETING COMMUNICATION
MARKETING COMMUNICATION
Name of the Student
Name of the University
Author Note

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1. Choose a real company/organisation or create a fictional one. Write a
proposal for the creation of tools and techniques that are suitable within a
divergent media environment in relation to this chosen company.
Kit and Ace is a Canadian apparel brand. The company has about 8 stores in Canada
and ships to 8 countries around the world which mainly focuses on e-commerce
(Kitandace.com 2019). The main focus of the business is to become one of the top e-
commerce companies in the market.
Proposal- Kit and Ace should create an account and advertise their products on social media
like Facebook, Instagram and YouTube. The company can post pictures of their products
worn by models and also by their customers with information to attract potential and existing
customers. They can run advertisements on YouTube to make people aware of the products.
The company can make a page on Facebook where they will be able to post questions and get
required opinion from customers as feedback. The company can promote products by
providing first buyers with discounts which will make customers to try the products. The
company should create their own app and can add new features that may help customers to
see how they would look in the clothes of their choice. These help in directly connecting and
engaging with customers. The company should advertise their products in fashion magazines
as most people believe in information in magazines.

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2. Create a proposal for a customer centric app for an imaginary
organization. Explain how the features of this app are customer centric.
Where possible, collaborate with an expert to verify the viability of the
features.
The imaginary organization is HungerSavior. The HungerSavior is a company that
provides online delivery service. In order to make the app customer centric the following can
be implemented.
HungerSavior app
A food delivery app that helps everyone choose food from over thousands of
restaurants and get it delivered it right at the doorstep. Secure payment and hassle free
ordering.
Features
 Order food from over 6000 restaurants
 Find the best ratings and the best restaurants near the location of the delivery
 Authentic reviews from customers
 Picture of the food while making an order
 Categorization of the food on the basis of cuisine
 Instant confirmation
 Customize option available
 Provide the numbers of the restaurant and the delivery person
 Various online paying methods
Functioning of the app
 The first step will be to set the location to see the restaurants near the delivery address

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 The next will be to select the restaurant and make orders on the basis of the preference
of the customer.
 Add the order in the cart and then go and confirm the order
 Select the paying method. If paying method will be in card then add the card details
which can be saved as it is a secured payment method.
 Last the food will be delivered in no time.
3. An organization wants to develop marketing communications in order to
promote the launch of the new product with the aim of making as many
sales as possible, as well as having the opportunity to gather customer
feedback on the new item. Describe your recommendation for a
tool/technique that is fit for this purpose.
The chosen organization here is Kit and Ace. It is a clothing brand which will launch
their new line of apparels.
Kit and Ace needs to promote their new launch by advertising on television and print
media like fashion magazines. In the age of digitalization the company needs to promote this
new launch on social media like Instagram and Facebook (Samuel and Joe 2016). They can
create a separate page for the launch of the new product and post promotional teasers of the
launch on their Facebook page to create a buzz among fashion enthusiasts. They can post
these same videos and pictures on their Instagram feed and create polls in their stories about
their excitement for the new launch which will give the company a sense about how many
people are aware of the new launch and the excitement among people. The company can
promote their launch of new products through promotional events in shopping malls.

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After the launch the company can conduct a question and answer session by going
live on digital platforms in order to get instant feedback and make necessary changes
according to the feedback to satisfy the needs of the customers.
4. Choose an organization. This may be any well-known organization or an
organization which is currently a client. Make a proposal for cross-sector
marketing communications solutions for this organization.
The chosen organization here is Unilever. Unilever is a British-Dutch consumer goods
company. Unilever wants to collaborate with NGO’s to promote their products for a good
cause which is known as the transactional stage.
Proposal- Unilever needs to focus on a specific issue that they want to support and partner up
with NGO’s who support the cause. Unilever needs to contact the NGO and talk about the
issue they want to support and along with that NGO they need to come up with campaigns to
support the cause and spread awareness. Advertise facts like buying their products will help a
specific amount go for charity. Donate money to the NGO with whom they are partnering wit
and also together create awareness which help bring a change in the society and also help in
curbing certain issues that exist in the society. With this collaboration they need to uncover
their USP to the target audience and create a marketing mix that will make the cross-sector
marketing communication successful.
5. Describe a channel that is highly effective in empowering customers and responding
rapidly to customer perspectives.
In order to empower customers and respond rapidly to the perspectives of the
customer the company needs to understand their products and who their products are going to
cater to (Steinhoff and Palmatier 2016). If the company is making video games then the main

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focus of the company will be to target the young children and young adults. Young people
are mostly found on social media thus social media is one of the best mediums to empower
customers and respond to their perspectives rapidly. Facebook, Instagram and Twitter one of
the most used social media and it has paved way for one to one communication between the
brand and the customer which has helped brands understand the needs of the customers and
has also become easier to convey their message and create brand awareness among their
audience in a very short span of time.
6. What is your organization’s policy/procedures/protocol for maintaining contact with
business networks and clients?
A policy is said to be a statement that underpins how certain issues will be dealt by
the human resource department within a company or an organization (Mahmood 2015). A
policy helps in communicating the values and the expectation of the organization from the
employees on the basis of their performance and behavior (Safa, Von Solms and Furnell
2016).
In context to the organization, Kit and Ace, the policy would be strict guidelines to
ensure staff wear the proper uniform in the stores and dress formal in the workplace. The
employee needs to be competent and have proper presentation and communication skills to
make proper contact with clients and business networks so that they can give a clear vision to
them and attract them to do business with Kit and Ace. This also helps them to show proper
professionalism which is essential and paves way for good customer service.
Reference
Kitandace.com (2019). Our Story | Kit and Ace | Kit and Ace. [online] Kitandace.com.
Available at: https://www.kitandace.com/ca/en/our-story.html [Accessed 17 Aug. 2019].

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Mahmood, M., 2015. Strategy, structure, and HRM policy orientation: Employee recruitment
and selection practices in multinational subsidiaries. Asia Pacific Journal of Human
Resources, 53(3), pp.331-350.
Safa, N.S., Von Solms, R. and Furnell, S., 2016. Information security policy compliance
model in organizations. computers & security, 56, pp.70-82.
Samuel, B.S. and Joe, S., 2016. Social media and entrepreneurship. The Social Sciences,
11(5), pp.639-644.
Steinhoff, L. and Palmatier, R.W., 2016. Understanding loyalty program effectiveness:
managing target and bystander effects. Journal of the Academy of Marketing Science, 44(1),
pp.88-107.