Marketing Communications

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| Heading| Page number|
| A - Question 1| |
1| Introduction| 3|
2| Developing a marketing communications strategy| 4|
3| The communications process| 5|
4| Marketing messages| 5|
5| Deciding on the marketing communications mix| 6|
6| Conclusion| 8|
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| B - Question 2.1| |
1| Introduction| 9|
2| Competitive Forces| 10|
2.1| Threat of segment intense rivalry| 10|
2.2| Threat of new entrants| 10|
2.3| Threat of substitute products| 10|
2.4| Threat of buyer’s growing power| 10|
2.5| Threat of suppliers growing bargaining power| 10|
3| Conclusion| 11|
| B - Question 2.2| |
1| Introduction| 12|
2| Defending market share| 12|
3| Analysing the competition| 13|
4| Conclusion| 14|
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| C- Question 3| |
1| Introduction| 15|
2| Creating value for a customer| 15|
3| The value chain| 16|
4| The seven Ps of marketing| 16|
5| Conclusion| 17|
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| D - Question 4| |
1| Introduction| 18|
2| Building a brand proposition| 18|
3| Overcoming internal barriers, measuring delivery against the proposition, constant improvement and expansion.| 20| 3.1| The Brand Asset Valuator| 20|
3.2| Aaker Model| 21|
3.3| Brandz| 21|
4| Conclusion| 22|

| E - Question 5| |
1| Introduction| 24|
2| Database Marketing| 24|
3| Advantages of CRM| 25|
3.1| Components of CRM| 26|
4| What is the difference between CRM and Database marketing| 26| 5| The downside of database marketing and CRM| 26|
6| Conclusion| 26|

| F - Question 6| |
1| Introduction| 28|
2| Considering a growth strategy| 28|
2.1| Internal growth options| 28|
2.1.1| Marketing penetration| 28|
2.1.2| Marketing development| 28|
2.1.3| Product/Service development| 28|
2.2| External growth opportunities| 29|
2.2.1| Horizontal alliances| |
2.2.2| Strategic alliances| 29|
3| Ansoff’s Product/Market Expansion Matrix Grid| |
4| Conclusion| 31|

A - Question 1: Discuss using instances from the case study how Debonair’s developed and applied an effective marketing communication strategy. (15) ____________________________________________________________

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1. Introduction
Marketing Communications (or Integrated Marketing Communications) are messages and related media used to communicate with a market. With today's multiple channels for content to reach potential customers, the art and science of marketing communications has become increasingly important. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, promotion and public relations). (See figure 1)

The four Ps represent the sellers’ view of the marketing tools available for influencing buyers. Marketing communications is the ‘promotion’ part of the marketing mix, and Figure 2 shows the elements found in the marketing mix.

2. Developing a Marketing Communications Strategy
Raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process. Kotler and Keller (2009:62) observe that the marketer needs to create, communicate and deliver value to consumers. (See figure 3).

Factors that affect the promotion mix are:
* Nature of the product
* Stage in the product life cycle
*...
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