Research: Marketing Communication Practices for WhitePot Ltd Sales

This report, focused on WhitePot Ltd, a family-owned business in Northern Ireland, investigates the impact of marketing communication practices on sales and revenue. It begins with an introduction and rationale, outlining the importance of effective marketing in today's technologically advanced landscape. The research aims to evaluate the role of marketing communication, determine its impact on WhitePot Ltd's sales, and identify suitable practices to enhance business operations. The literature review explores the need for and importance of marketing communication, emphasizing its role in strategic vision, brand awareness, and competitive advantage. The research design employs a descriptive approach, using the research onion model to guide the methodology. The report also includes an indicative timetable and ethical considerations, providing a comprehensive analysis of marketing communication strategies for WhitePot Ltd. The report concludes by highlighting the importance of understanding the target audience, effective branding, and the use of an effective marketing mix to maximize sales and revenue. The research aims to help WhitePot Ltd create enhanced understanding in its customers along with offering higher competitive strength through more effective marketing communication practices.

WhitePot Ltds
Table of Contents

Research Title: Impact of marketing communication practices in improving sales and revenues.
Research project on Whitepot Ltd...................................................................................................1
Introduction and Rationale...............................................................................................................1
Aims and Objectives........................................................................................................................2
Research Aim.........................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions..........................................................................................................................2
Literature Review.............................................................................................................................3
To review about the need and importance of marketing communication practices within a
business organisation..............................................................................................................3
To determine the impact of marketing communication practices in improving sales and
revenues of Whitepot Ltd......................................................................................................4
To evaluate about some more suitable marketing communication practices for Whitepot Ltd
to effectively identify practical opportunities in order to enhance its processes and business
operations...............................................................................................................................5
Research Design and Methodology.................................................................................................5
Business Value.................................................................................................................................7
Indicative Timetable........................................................................................................................8
Ethical Considerations.....................................................................................................................8
REFERENCES................................................................................................................................9

Research Title: Impact of marketing communication practices in improving
sales and revenues. Research project on Whitepot Ltd.
Introduction and Rationale
Marketing communication practises comprises of a set of various activities which includes
effective advertising strategy, promotion, sales, branding, better campaigning and suitable online
promotion of product and services. Thus, main aim of marketing communication practises is to
allow and provide and effective process to make public aware about the product and services
provided by an organisation (Olomu, 2019). With the continuous development and growth in
technology and online techniques, enhanced level of direct participation is offered by companies
for its customers to have better promotion and advertising for enhancing its sales and revenues.
Current assignment is based on WhitePot Ltd which is a small sized family owned business
situated at Northern Ireland. WhitePot company was established as a small business during the
year 1975 from where it is now one of the major and largest importers and manufacturers of
porcelain and ceramic tile products (Guillet and Shi, 2019). The success of this organisation is
largely because of continuous innovation ad improvement along with leading effective
management of diversity at workplace. Thus, current research project is vital and important for
WhitePot company to create and develop enhanced level of understanding in its customers along
with offering higher competitive strength through more effective marketing communication
practises which also ensures and facilitates improvement in overall sales and revenue.
The selection of current research topic is rationale and vital as a fundamental level of
changes are seen in the marketing communication landscape which are far better and different
from traditional mass media and provides an enhanced interaction and connection with
customers. Thus, continuous understanding about the marketing communication practices has
become more vital and rationale for a firm (Selmi and Chaney, 2018). Further, an analysis can
be made out that effective marketing communication practises are vital for a firm to lead
awareness and understanding in its customers about its products and services with an ultimate
aim of improving sales and revenue. Apart from this, effective marketing communication
practises also facilitates and leads to better understanding about the needs and demands of the
target customers so that more effective and better services and product can be provided to
customers to meet there expectation in order to have improvement in their overall sales and
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revenue. Further, lack of effective communication and awareness in customers regarding the
variety and key features of product and services is also a vital issue and problem faced by an
organisation which hampers its sales and overall revenue (Luo and et. al., 2020). Therefore,
conducting and leading out current investigation is vital and significant to ensure better
interaction and communication with customers along with effectively identify practical
opportunities to have better sales and revenue.
Aims and Objectives
Research Aim
To evaluate about the importance and need of marketing communication practices along
with its impact in improving sales and revenue of a firm. A research project on Whitepot Ltd.
Research Objectives
 To review about the need and importance of marketing communication practices within a
business organisation.
 To determine the impact of marketing communication practices in improving sales and
revenues of Whitepot Ltd.
 To evaluate about some more suitable marketing communication practices for Whitepot
Ltd to effectively identify practical opportunities in order to enhance its processes and
business operations.
Research Questions
The main Research questions that are going to be evaluated with the help of current research
project are stated as follows:
 What are the main need and importance of marketing communication practices within a
business organisation?
 What possible impact could be lead out by marketing communication practices in
improving sales and revenues of Whitepot Ltd?
 Which could be taken as some more suitable marketing communication practices for
Whitepot Ltd to effectively identify practical opportunities in order to enhance its
processes and business operations?
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Literature Review
This section comprise of analysis of secondary data collected from various past books,
article and journals which set out a base for further study and investigation (Stepanova and
Novgorodov, 2018). An analysis and review of various online article and journals based on the
topic of marketing communication practises is provided below:
To review about the need and importance of marketing communication practices within a
business organisation.
As per the view point of Hitesh Bhasin, 2018, the concept of marketing communication can
be defined as a set of methodologies, tactics and policies which are applied and adopted by a
company to effectively convey messages with its target customers in a most creative and unique
manner. Thus, marketing communication prcatises involves sharing of crucial and meaningful
information with the customers regarding their offerings of product and serves in order to reach
and persuade the customers which indulge them to make purchase of a particular product and
services. The various channels and modes which are used under marketing Google promotions,
print advertisements, direct marketing, television commercials, social media marketing, PR
exercises, blogging, branding, content marketing, sales presentation and participation along with
attractive trade fairs, appearances and exhibitions (Higuchi, Mhede and Sonobe, 2019). The main
importance and needed of these marketing communication strategies are provided and evaluated
as below:
 Develop strategic vision- Marketing communication prcatises are effectively needed by
an organisation to set out a strategic vision by the way of leveraging various marketing
opportunities exists within a business environment. Beside this, an effective platforms
and plan is also device by effective marketing communication practises to come up with
a new and more innovative methods and strategies for effectively promoting offering to
the target customers thus, leads and ensures higher sales revenue (Syam and Sharma,
2018).
 Create Brand awareness- Another importance of effective marketing communication
practises for a business organisation comprises of better branding for a firm by the way
of effective promotion of its objectives and vision of the brand which enhance overall
understanding of customers about a brand. Further, effective marketing communication
practises is also needed and important for creating and providing all the required impetus
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to customers about a brand and its product and services in an effective manner that
leverage a strong legacy for the firm followed by better selling propositions and revenue
(Sun, Zhai and Yang, 2020).
To determine the impact of marketing communication practices in improving sales and
revenues of Whitepot Ltd.
As per the view point of Bruhn, M. and Schnebelen, S., 2017, marketing communication
practises plays a vital role in moving products, services and ideas of a business organisation with
its target customers which helps in building and maintaining positive relationship with the
customers and other important stakeholders. Thus, an analysis can be made that marketing
communication practises which involves effective sales promotion and advertising of products
and services leads out a positive and optimistic impact in improving the sales and revenue of
WhitePot Ltd. Another vital aspects and factors which represents the positive and optimistic
impact of marketing communication practices in improving sales and revenues of Whitepot Ltd
are discussed and evaluated as below:
Better competitive advantages- Within a business environment there are too many brands
and companies which are offering a similar line of products which gives a wider options and
alternatives for customers to choose. Thus, effective marketing communication practises leads to
a positive impact on sales and revenue of an organisation by the way of creating presence and
promoting offerings in a more unique and attractive way to cater the interest of larger target
customers (Masango, 2019). Therefore, effective marketing communication practises leads
positive impact through better showcase of features of offerings that gives a tough competition to
rivals and act as a pull factor for customers to improve overall sales and revenue.
Influence purchase intent- Another key advantages of marketing communication practises
comprise of the fact that it motivates customers to buy through persuading them un a effective
manner with the help of advertising to trigger a purchasing intent in them. Thus, an analysis can
be made that positive impact is lead out by marketing communication practises in sales and
revenue of a firm through the way of effective communication which develop a sense of loyalty
and stimulate customers to make a purchase (Kim and Kumar, 2018).
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To evaluate about some more suitable marketing communication practices for Whitepot Ltd to
effectively identify practical opportunities in order to enhance its processes and business
operations.
As per the view point of Dmitry Dragilev, 2020, the some more suitable marketing
communication practices for Whitepot Ltd to effectively identify practical opportunities in order
to enhance its processes and business operations comprises of adopting and leading out an
effective marketing mix which involves and provides use of all vital tools to effectively
communicate with potential customers to come up with products and services that meet there
expectation and leads out enhanced opportunities for a firm. Apart from this, some of the key
strategies that could be adopted by Whitepot Ltd to effectively identify practical opportunities in
order to enhance its processes and business operations are analysed and discussed below:
 Understanding Target Audience- An strategic marketing communication plan and
practise must be developed by an organisation which ensures and provides all the needed
information about the target audience so that better efforts could be made to grab an
existing opportunity. An analysis can be made that better insight in customers taste and
preference leads out to a better business operation and process which are directed towards
fulfilment and accomplishment of customers desires thus, ensures better identification of
present opportunities along with timely grabbing of theses chances to have higher sales
revenue and business success (Vives, Jacob and Payeras, 2018).
 Effective branding elements- Use of effective branding elements that have a consistent
look and feel across all the online and offline marketing strategies is also a vital practice
that lead to early identification of market opportunities. Thus, an analysis can be made
out that effective and viable use of website, online apps, social media platform, sales
collateral, direct marketing campaigns, advertising campaigns and business card along
with offline advertising modes like print media and billboards provides suitable
marketing communication practices for Whitepot Ltd to effectively identify practical
opportunities in order to enhance its processes and business operations (Kayabasi and
Mtetwa, 2016).
Research Design and Methodology
Research design basically provides and leads out a framework and base for research
methods and techniques that are applied by a researcher to conduct an investigation and study in
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a viable manner. The main forms and type of research design comprises of experimental,
correlational, semi-experimental, review, descriptive, etc out of which use and implication of
descriptive form of research design is most appropriate for current study (Burström, Wilson and
Wincent, 2020). The justification for selection of descriptive research design is based on the fact
that it provides a more accurate and systematic analysis of a situation and research phenomenon
to investigate about a selected research topic in more efficient way. Further, to adopt and select
most suitable research methodology for current investigation use of research onion model is
made a description of which is provided below along with information about the selected
research method for conducting current investigation.
Figure 1: Research onion, 2020.
Research philosophy- There are four main type of research philosophy which comprises of
interpretivism, positivism, realism and pragmatism research philosophy out of which use of
positivism research philosophy is most suitable for current investigation as it ensures amore
systemic and practical way of conducting and leading out a study (Bommaraju and et. al., 2018).
Research approach- Inductive and deductive are two main types and forms of research
approach out which selection of deductive research approach would be made for current
investigation as it ensures and leads out a much more effective way for better scanning and
testing of set research objectives for their accomplishment in time (Dimitrova, Stoychev and
Desev, 2020).
Research strategy- This section of research methodology sets out a complete base and
framework for data collection strategy that comprises of many tools like survey, interview,
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action research, observation, experiments and many more. Out of these, use and implication of
survey method of research strategy is most suitable for current investigation as it facilitates and
ensures most simplest and cost and time way for collection of data with the help of questionnaire
from a larger number of participants (Boone and et. al., 2019).
Choices of method- There are two common set of research method that determines the
nature of the study comprise of quantitative and qualitative research method. Out of these two
research method, quantitative research method is associated with theoretical nature of study
which is quite complex and time consuming. Thus, use and implication of quantitative method of
research is more suitable and justifiable for current investigation as it lead to objective nature of
study which facilitates better presentation and analysis of facts which is collected in numeric
terms to lead a specific set of results (Hoque, Hashim and Azmi, 2018).
Data collection- Both primary and secondary sources of data would be used for collection of
relevant facts for current study where primary data provides authentic set of information directly
from the participants where as secondary information facilitates supports with the help of past
findings and research. Collection of primary data would be made with the help of a quantitative
questionnaire where as secondary data would be gathered from online article and journals.
Sample size- A sample size of 20 participants would be selected from the employees of
Whitepot Ltd for gathering information for current study with the help of random sampling
method.
Business Value
The current research project is having vital practical importance as it current business
environment where a high level of competition is prevailing, it is vital and important for a
business organisation to effectively promote and communicate its offering to attract and cater
larger number of customers. Apart from this, the findings of current research project based on
marketing communication practises also ensures and leads out solution for current issue related
with lack of effective communication and awareness in customers regarding the variety and key
features of product and services that hampers its sales and overall revenue (Fredey and Madhok,
2020). The current investigation and study would lead information about the need and
importance of marketing communication policies which is vital to set a better relationship and
interaction with target customers along with analysing its impact on improving sales and
revenues of a firm. Further, the current research investigation is important and vital in practical
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way as it facilitates information about the some more suitable marketing communication
practices for a business firm to effectively identify practical opportunities in order to enhance its
processes and business operations to have higher sales and revenue (Kayabasi and Mtetwa,
2016).
Indicative Timetable
Use of following Gantt Chart are made to show the indicative timetable of current
investigation:
Activities Wee
k 1
Wee
k 2
Wee
k 3
Wee
k 4
Week
5
Wee
k 6
Wee
k 7
Wee
k 8
Wee
k 9
Designing and submitting
the research
Analyzing and drafting the
literature review
Structuring and designing
the methodology
Drafting the research
philosophy
Drafting the research
approach
Conducting data collection
method
Finding limitations of the
research
Finalizing the report
&printing
Ethical Considerations
Implication of BERA code of ethics along with data protection act is made to meet the set
ethical consideration which ensures proper authentication and privacy of collected data. Further,
a prior consent and approval is also taken from all selected research participants to ensures that
feelings of none of the participants should get affected or harmed with current investigation.
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Online:
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https://www.marketing91.com/importance-of-marketing-communication/>.
Dmitry Dragilev. 2020. Marketing Communications Strategy: What It Is & How To Do It Right.
[Online] Available Through:< https://www.criminallyprolific.com/marketing-
communications-strategy/ >.
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