Sunday, November 25, 2012

Thesis: The Marketing Communication Strategy of Blue Bird Taxi (Part 1)


To get a better understanding about this, please start reading from the first post of the series. 

THESIS: The Marketing Communication Strategy of Blue Bird Taxi To Maintain Market Leader Position After Using The Highest Tariff:


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 Introduction

 How does a company create a marketing strategy, marketing communication (marcom) strategy or become the market leader? How can you create one and what are the steps?

Every company tries to sell their product or services and maximize their revenue. However, the market nowadays is very dynamic and becomes more and more competitive. You need to find your customers/ consumers and communicate to them. This can be done strategically by using a set of guidelines.

 Hey everybody!... welcome to this blog post.

The following series of blog is my thesis that I wrote when I was studying at the Post Graduate Program, The London School of Public Relations - Jakarta. My thesis adviser was Mr. Tunggul Pannindriya. This thesis is a case study about how Blue Bird Taxi created their marketing communication strategy to maintain their market leadership in 2010 - 2011. 

In general, the steps in order to come up with the strategy plan are:
  1. Background study, Problem Statement & Objective
  2. Marketing Strategy  : Segmenting, Targeting & Positioning
  3. Competitive Advantage Marketing Strategies: Competitor Analysis, Competitive Strategies, Competitive Position Strategies, Competitive Move Strategy
  4. Marketing Tactics/ Marketing Mix  : Product, Price, Promotion, Placement, People, Process & Physical Evidence.
  5. Marketing Communication Strategy: Marcom Plan & Marcom Mix
  • Marcom Plan  : Identify Target Audience, Analyze SWOT, Determine Marcom Objective, Develop Strategies & Tactics, Determine The Budget, Evaluate Effectiveness
  • Marcom Mix    : Sales Force, Advertising,  Sales Promotion, Direct Marketing,  Public Relations, Sponsorship, Exhibition, Corporate Identity, Packaging, Point of Purchase, Word of Mouth, Internet

On my thesis you can see the above theory applied in detail to my topic. For more explanation, please read it on this blog. On the top of this post you can find a list of blog links corresponding to this. 

 At first when I was writing my thesis I was going to use the SOSTAC theory by Paul Smith. However, one of my lecturers mentioned that the theory is copyrighted so I cannot use it and had to change it so I used the one mentioned above. I was disappointed but got over it :)

 Fyi, SOSTAC is the abbreviation of Situation, Objective, Strategy, Tactic, Action and Control. The system can be used to create any kind of strategy besides marketing and marcom. I think it's very efficient and easy to remember.

I hope you find this post useful. I look forward to hearing your comments. :)
Here is the front page cover:

THE MARKETING COMMUNICATION STRATEGY OF BLUE BIRD TAXI TO MAINTAIN MARKET LEADER POSITION AFTER USING THE HIGHEST TARIFF


THESIS


 Presented by:

                   Name                      :  Ferlin Marcini Reynaldo M.
Student ID             :  1660.302.2008
Concentration      :  Marketing Communication



In Partial Fulfillment of the Requirements for
The Magister Ilmu Komunikasi Degree



MASTER OF ARTS IN COMMUNICATION STUDIES

London School

 The Postgraduate Programme of
Sekolah Tinggi Ilmu Komunikasi
The London School of Public Relations - Jakarta


JAKARTA
APRIL, 2011