THESIS: The Marketing Communication Strategy of Blue Bird Taxi To Maintain Market Leader Position After Using The Highest Tariff:
- Introduction & Book Cover : Part 1
- Research Originality Statement and Acknowledgement : Part 2
- Abstract : Part 3
- Table of Contents : Part 4
- Chapter I : part 5, part 6, part 7
- Chapter II : part 8, part 9, part 10, part 11, part 12, part 13, part 14, part 15, part 16, part 17, part 18
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(Chapter II continued...)
2.10.1.2 Research Question Two, to analyze and make an opinion of the marketing communication strategy use to communicate a better valued over higher price.
To answer this question we will use the marketing communication planning by Ouwersloot & Duncan (2007) called the Zero-based Planning that has 6 steps:
2.10.1.3 Research Question Three, to analyze and make an opinion of the marketing communication mix used.
To answer this question we will look use the marketing communication mix by Smith et al (2007), which can includes:
2.10.1.2 Research Question Two, to analyze and make an opinion of the marketing communication strategy use to communicate a better valued over higher price.
To answer this question we will use the marketing communication planning by Ouwersloot & Duncan (2007) called the Zero-based Planning that has 6 steps:
Table 2.4
The Marketing Communications Strategy Planning Indicators
The Marketing Communications Strategy Planning Indicators
1. Identify Target
Audience
|
Using parts of Research
Question One. (Kotler et al, 1999):
- Segmenting
- Targeting
|
2. Analyze SWOTs
|
1. Summarize brand related
condition of:
- Internal
(Strength & Weakness): 4Ps, Brand Relationship, Brand Communication
- External
(Opportunities & Threat):
Threat in
market place condition, Opportunities in social & economic condition
|
2. SWOT Analysis to consider:
-
Realistic Damages to brand if Weakness or
Threat is not addressed
-
Realistic Benefit if Opportunities or strength is not leveraged
-
Cost of addressing or leveraging each SWOT
-
Time Frame to address or leverage each SWOT
|
|
3. Determine MC
objective
|
1. AIDA Model of Consumer Response:
- Communication objective (Awareness, Interest &
Desire)
- Behavioral Objective (Action)
|
2. Criteria for objective:
Specific, Measureable, Achievable,
Challenging
|
|
4. Develop Strategies
&
Tactics
|
1. Selecting MC mix &
selecting Media mix (Smith et al, 2002)
2. Select the Creative Idea
3. Scheduling & Timing of
MC activities
|
5. Determine the
Budget
|
This can be: percentage-of-sales, objective and task,
share-of-category spending, and Return On Investment (ROI).
|
6. Evaluate
Effectiveness
|
Regarding relationship
strength, sales, share & awareness from:
- Industry
Report
- Own
research
|
2.10.1.3 Research Question Three, to analyze and make an opinion of the marketing communication mix used.
To answer this question we will look use the marketing communication mix by Smith et al (2007), which can includes:
Table 2.5
The Marketing Communications Mix Indicators
The Marketing Communications Mix Indicators
1. Sales Force
(Foster, 1998) |
Can include: face-to-face sales meetings, telephone sales calls,
videoconferencing, tradeshows and exhibitions, conferences/ seminars, and
word of mouth
|
2. Advertising
(Yeshin, 1998)
|
TV, radio,
newspaper, magazines, and cinema
|
3. Sales promotions
(Smith, 2004)
|
-
Customer promotions (premiums, gifts, prizes and
competitions, e.g. on the back of breakfast cereal boxes)
-
Trade promotions (special terms, point-of-sale
materials and free pens, diaries, competition prizes. et cetera)
-
Sales force promotions (incentive and motivation
schemes)
|
4. Direct marketing
(Kotler & Keller, 2006)
|
Direct mail, telemarketing, door-to-door selling, direct response advertising,
computerized home shopping, home shopping networks, and miscellaneous
(stuffers, inserts, leaflet drops house to house distribution).
|
5. Public Relations
(Smith, 2004)
|
Includes: Press
relations, Product publicity, Public affairs, Lobbying, Investor relations,
Development, News, Speeches, Special events, Written materials, and Audio
visual materials.
|
6. Sponsorship
(Smith, 2004)
|
Association with
an entity, event or activity.
|
7. Exhibitions
(Smith, 2004)
|
Includes with customer, buyers, sellers and competitors
|
8. Corporate identity (Smith, 2004:654)
|
Includes: Logos and names, “permanent media”
or buildings (exterior and interior), signage, vehicles, uniforms, business
forms (invoices, cheques, letterhead. et cetera), literature (product
brochures, annual reports), exhibitions, etc.
|
9. Packaging (Smith, 2004)
|
The design at the point of sales (Smith, 2004)
|
10. Point-of-purchase and
merchandising.
Smith (2004) & Duncan, (2002)
|
Point of purchase includes temporary incentives and displays. (Duncan, 2002)
Merchandising: display and store
design (Smith, 2004)
|
11. Word of mouth
(Smith, 2004)
|
Conversation of: organizations, products,
services and staff, complaint, admiration or an endorsement. marketing
communications (advertising campaigns, editorial stories, publicity stunts
and special offers). Techniques that encourage WOM:
postcards, digital postcards, T-shirts,
photographs, awards and certificates (issued to visitors, customers and enquirers)
and the Internet (news groups, chat-rooms, discussion forums, and email chain
letters).
|
12. Internet and new media (Smith, 2004)
|
online advertising (banners, pop-ups, interstitials, e-mails,
newspaper-like standardized ads, URLs, advertising in chat rooms), online
personal selling, online sales promotion, online public relations, online
direct marketing and web site.
|
2.10.2
Frame of Reference
As
mentioned earlier, the conceptualization above is what will allow us to answer
this thesis research question. In order to show how our research fit together a
frame of reference will be presented. This frame of reference, which results
from the conceptualization above, is what will guide the data collection for
this thesis. The following model therefore gives an overview of how our
research questions relate to each other and all serve as a base to reach our
research purpose.
Figure 2.4 Frame of Reference
The Marketing Communication Strategy of Blue Bird Taxi to Maintain
Market Leader Position after Using the Highest Tariff
The frame of reference shows that the market
leader strategy of Blue Bird taxi will suggest the marketing communication strategy
which in turns suggests the marketing communication mix to use. The arrows show
the strategic relationship.