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This analytical study of Marketing communication and its relevance to BULLDOG, a renowned male grooming products company in London, UK. BULLDOG has launched in the UK in the year of 2006 and is spreading worldwide, the first step is observed at Sweden. Purpose of this paper is aimed at helping the company to attract and communicate customers about the uniqueness of brand, products and services. A good marketing communication plan helps the company to create the image of a stable, effective and to attract the clients and to repeat the business. A number of channels exists in communicating the marketing communication efforts, are detailed in this analytical paper. Key element of this paper lies in the effective communication development in the marketing and the primary step involves in developing a plan that also includes the key message. Understanding the target audiences, knowing of the benefits over the competitors and the identification of the unique selling propositions etc. acts as the key elements of the marketing communication system. According to the theories of the previous analysis, implementation, evaluation of the strategy etc. BULLDOG should have to develop its marketing communication system and to be success in the future.
Marketing Communication Process:
A number of theories have been established to support and analysis of the marketing communication system. According to, Chris Fill (2006), ³The marketing communicator deals with the advertising, marketing in direct strategy, branding and packaging, promotion and publicity, sales etc.´ ³Marketing communication is the management process that integrates the marketing function relates to audience to realize the wider brand and its consistency´, David Picton et.al., (2005) Buttle (1995) has detailed on the treatment of the marketing communications and elaborated that few specialists in this field tried in attempting the production is comprehensive, integrative theory for the marketing communications at both the interpersonal and in the mediated levels.
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Remind It helps the target audiences to remember the product of the company and any new developments are occurred. BULLDOG D. Remind. Inform and Persuade. needs to develop better communication systems with the target group. b. Customers get reminding from the seller and remind their chosen better seller.R. The role of marketing communication is therefore.MARKETING COMMUNICATION ID: 11219 Analysis 1: Role of the µMarketing Communication¶ Marketing communication¶s main role towards the company is to accelerate the sails of the company¶s product and it therefore. the customers are able in identifying the products of the company and the results are observed with the better market positioning.R.I. This also achieved by the up to date and the effective positions.P. D ± Differentiate R ± Remind I ± Inform P ± Persuade a. System: This is strategic approach for the marketing communication system has proposed by Chris Fill (2005) and structured the D.I. Differentiate This process of differences is created in the product range or in the brand to its related competitors as to create the market competition. Acronym of this DRIP system stands for Differentiate.P. analyzed and evaluated for the experimented company. So. model for it. Page | 3 .
Direct marketing Fill. Page | 4 . Selling personally 5.g. The analyses of the marketing communication mix elements are also important to critically analyze the role of the marketing communication system. It does not directly remind its customers or audiences. I will emphasize on the elements and role of the marketing communication system. Advertisement 2. C (2005) According to the marketing assignment I was selected as the marketing manager of BULLDOG by its coordinator. Persuade Audiences desire are reflected by it to take the action in the particular sets e. Customer choices are tracked presents the accurate products in relating to it. The elements can be listed as below: 1. any developments etc. So the persuade helps and accelerates in buying of products. but differs with the information only from the company regarding the products. Inform Though it seems similar to the previous remind strategy. new products.MARKETING COMMUNICATION ID: 11219 c. the persuade acts in encouraging the buying of products. I have to set up a marketing communication plan for the company. Marketing Communication Mix: The marketing communication system is constructed by the set of elements and they are denoted as the marketing communication mix. d. Public relations 4. Promotion in sales 3. Simon Duffy and therefore.
C. Objectives: i) ii) iii) iv) v) Promotions in product selling Stimulating the demand for products buying Creating competitions among the similar companies Sales increase Reinforcing and the reminding etc. 2008) Page | 5 . Advertisement This tool acts as the identity of the company and most important activity in the company to reach to the customers with its emotional and rational appeal and according to the customers appreciation the acceleration in product selling is observed. Fig: Elements of marketing communication mix (Wilson. 1.MARKETING COMMUNICATION ID: 11219 They are detailed below and the relevance with the BULLDOG is examined.
I will have to fulfill the activities as mentioned below: i) Maintaining liaison in the channel of members and the stock availability has to be ensured. Pull promotion Page | 6 . iii) iv) Communicational consistency Advertisement messages should be delivered among the members 2. the promotions are two types: i) ii) Manufacturer to Customer Retailer to Customer Promotion Types David Picton (2002) has suggested two promotional strategy and they are as follows: 1. Promotion in sales It effectively works in the sales of the product as it is accelerated and is complementary to the advertisement. ii) Awareness and support in the channel members have to be maintained in the marketing communication needs. Promotions acts and encourages the customer trying the products after they bought it.MARKETING COMMUNICATION ID: 11219 According to the guidance given by Chris Fill (2005). Push promotion 2. According to Fill (2005).
the pull strategy according to the request of the consumer it pulls in the delivery channel. Three types of public relations (PR) are categorized i) ii) iii) Public relation in Finance Product public relations Public relations in crisis Page | 7 . The communications may be interactive or noninteractive. CR (Community relation). push strategy acts in communication between the seller and the buyer. and other relations in every sector of the company. 3.MARKETING COMMUNICATION ID: 11219 Fig: Push-Pull strategy First one. Next one. relation with the customers. Public relations PR or the public relations are concerned professional workings in the public message and shapes the function of the communication. depends on the use of medium. in the crisis management.
Direct marketing It is a form of the advertisement that does not use the common traditional formal advertising process or the channels e.g. Personal selling focuses on the development of the relationship with its buyer and however. its ends with µclose the sale¶ attempt. Some of the key elements of direct marketing are as follows: i) ii) iii) iv) v) vi) vii) Direct mailing Email marketing Telemarketing D2D or Door to door marketing Voicemail marketing Coupons TV marketing Page | 8 . radio or newspaper. TV. Personal Selling It involves the oral communication with the potential buyers of the product along with the intention of sale of goods. 5.MARKETING COMMUNICATION ID: 11219 4. It reaches the targeting audiences directly and promotes them in buying the products.
To improve and develop the proper skilled manpower. J. ii. P. A successful and skilled manpower are capable of managing and handling the resources in it. i. These resources are limited and cannot bind it for use in the future. Taylor. 3Ms The 3Ms represent the combination of the three elements and they are accordingly. company management and in every effort. Two methodologies are involved. Fill (2005) has suggested two elements of communication process and they are: A.. 1998) Page | 9 . (Smith. Minutes Times are represented by this term Minute. proper budgeting system needs to adopt the strategic steps by its managerial body. Money One of the most important elements of any organization is money and therefore. b. SOSTAC A. This time is more important for developing the marketing strategy and techniques. Scientific Heuristic c. 3Ms B. Men This is the manpower of the organization or company..R.MARKETING COMMUNICATION ID: 11219 Analysis 2: Marketing Communication elements and SOSTAC There are various approaches in the communication elements and they are proposed by the different marketers. a. any organization should have to set up strategic process in recruitment in selection process.
v. iii. BULLDOG Page | 10 . 1998) Fig: SOSTAC Diagram (Source: Smith P.. J. ii. 1998) The marketing communication strategies are illustrated below and examined its relevance to our company.. Situation analysis Objectives Strategy Tactics Actions Control (Smith P..R.MARKETING COMMUNICATION ID: 11219 B. J. Taylor.R. vi. SOSTAC This is the acronym of 6 effective communication strategies: i. Taylor. iv..
.MARKETING COMMUNICATION ID: 11219 1. Technological.R. µWhat are we doing?¶ to the company or organization and involves the short term mission and long term objectives. Economical. it makes the management task and controls easier. P. is in this category. strengths. Realistic and Time specific) 3. is involved in it. 4. A good strategy should include. O ± Objectives It throws the question. S ± Situation Analysis Company or the organizations situations in relating to sales. Social. marketplaces.. µEach tactical communication tools needs to be planned as a mini project¶ (Smith. spends. A strategic objective should be SMART where it comprises of Specific. 1997). PESTEL (Political. Environmental and Legal) analysis of the company. µHow we get there?¶ it drives the tactics in the same directional way. The tactics are the practical strategy taken for the future implementation. Actionable.. profit-loss etc. Marketing mix. weakness etc. The action makes the development of each of the communication tools into the mini project that involves the critical path analysis and detailed Gantt charts. 2. 5. share of market. C ± Control After the effective implementation of all the tactics. It keeps tracks the necessary occurring to be accomplished in the intern al activities of the company and accordingly proposes to create and delivered them timely. 6. A ± Action Effective communication achieved by the proper action of the planned action. action. S ± Strategy The summarized message of this section is. profitloss etc. T ± Tactics It involves the details of the strategy that involves the relevant sequencing system. it needs strategic control to monitor them and future control to analyze the effectiveness and development in Page | 11 . budgeting. Measurable. times. budgeting etc. Objectives should have to taken in clear and defined way and therefore.
MARKETING COMMUNICATION ID: 11219 favor for the organization. Page | 12 . testing. I will propose the crucial element for the BULLDOG is the first element of it. S ± Situation Analysis. development of the Marketing communication concept etc. BULLDOG is new and modern male grooming products company and therefore. position regarding to other competitors. It needs to analysis its present structure. It emphasizes on identifying and monitoring the correct communication plans and the various areas of the marketing communication research e. To my context. Crucial elements relevant to BULLDOG: The SOSTAC elements define the effective constituents to set up the successful company or organization.g. it needs to analyze and implement the SOSTAC elements.
R. ii) Technical and scientific evidences: Product analyses are focused based on the technological and scientific lab evidences are presented to the customer to understand their needs. We will look for the existences of the elements and find out the relevant appeals to make the connection with the customer and set up proper communication process. Rational Appeals Product ingredients are focused in it and the appeals are made in connection with expressing the beneficial sides of the ingredients and its usefulness to the target group and user. The rational appeals can be grouped as follows: i) Straight-selling / Factual message: clear and straightforward information of the production are focused. etc. Taylor.MARKETING COMMUNICATION ID: 11219 Analysis 3: Emotional and Rational elements and its Appeal for BULLDOG Products marketing of any company depend on the emotional and rational communication process with the target group. 1. J. are demonstrated for better understanding. The successful company has to focus on its elements and select them that can be used in the proper advertisement process to reach to the customers along with the strategic messages. (1998). manufacturing. Page | 13 . iv) Testimonials: The actual usage and the user experiences are presented in the testimonials.. has analyzed the elements and appeals regarding to the marketing communication process. Printed ad is of better use. It seems more preferred by the advertisers. iii) Demonstration: Features of the ingredients.. Smith P. benefits.
. The Bulldog products are animal friendly and has no harm to them b. Chemicals with the controversial issues are never used e. Relevance to BULLDOG The Bulldog Company may appeals to the customers with its rational elements in the following way. Contains 100% natural product c. Takes special care for Male skin d.MARKETING COMMUNICATION ID: 11219 v) Comparison: Compare and contrast are presented evaluating the similar competitor in the market to attract more customer as to expand the business. Page | 14 . Fragrances and colors used are natural e. Sodium Laureth Sulfate [CH3(CH2)10CH2(OCH2CH2)nOSO3 Na] etc. f.g. a. We can see the existence of these appeals on their websites too. Natural essential oils are present. are not used.
. Social rejection or the disapprovals are appealed as threat e. Emotional Appeals The emotional appeals are used to attract the target group and customers and they may be presented as follows. Coordinator of Bulldog tries to focus the logo in his way of thinking that may be fruitful in the recent future.com) 2. i) Fear: negative aspects are used to attract the customers in relating to the physical injury that may occur due to the improper usage of it.MARKETING COMMUNICATION ID: 11219 (www. µSmoking causes heart attack¶ etc. it does not have any emotional appeal yet. i) ii) iii) iv) Male personality are presented by the Bulldog mascot Differs from other skincare products as to create manly expression The Mascot of Bulldog communicate friendly as the animal are best friend to man Canine breed of Bulldog is loyal Page | 15 . Relevance to BULLDOG Though the logo or brand of Bulldog is newer.meetthebulldog. But however. ii) Branding: The branding creates a great emotion to the customers as the logo or brand used attracts them leaving the products itself. They are. Simon Duffy. µFragile¶.g. iii) Humor: Stimulation among the target group or customers are created to attract their sudden attention and following the presentation of the products.
com) Page | 16 .MARKETING COMMUNICATION ID: 11219 (www.meetthebulldog.
a famous and more visited web search engine may facilitate the advertising to a great extent.edu/) The Wharton article emphasizes on the strategic analyses on the future implications of advertising strategy and we will find out its relevance to our products of BULLDOG brand.Forward¶ was taken by them where a mini clip of advert was shown just before immediate the video begins.upenn. We can find out the strategic message after the careful analysis and emphasizes on the steps taken and the success revealed accordingly. This could be of better value for future advertising process for any modern company like BULLDOG. µFuture Advertising Project¶ took huge steps in examining this and found that this strategy may helpful as it will show the product information in its first pages of search and people can easily pick it up YouTube. The future advertising approaches and be indexed in a sequence depending the works worked. i) Partnership with the Internet Search engine: Google Inc. µFuture of Advertising¶ a project was carried out by the Wharton School¶s SEI centre for Advanced Studies in Management to find out the strategy of advertising in the coming future and critical analyses and further implication guidelines. a popular video website of Google Inc. Page | 17 .MARKETING COMMUNICATION ID: 11219 Analysis 4: Future Advertising of BULLDOG (According to the Wharton article) (http://knowledge.wharton. and the project µFast.
Professor at the Wharton has critically analyzed the interactions and dependence among the three of Brand.500 viewers as well as the subscribers in a very few days.youtube.com/user/FastForward/video) iii) Model of Portfolio: Director of the SEI Center for Advanced Studies in Management. According to him. Internet and the Customer. (http://www. She also told. the µFast. Yoram (Jerry) Wind has advised in creating.Forward¶ project on the YouTube channel was able to collect a huge number of 12. Internet and Customer: ³The internet is becoming more ubiquitous. ³a Portfolio Model´ for the advertising that will the companies in crafting the unique strategy by a combination of traditional and new media. ³We want to bring that same approach to advertising´ Page | 18 . more social and also more immediate and that is upsetting all sorts of business models´ ± Kevin Werbach.MARKETING COMMUNICATION ID: 11219 ii) Brand.
v) ARF¶s Strategy: The ARF (Advertising Research Foundation) headed by Mr. a well known social networking site can play the vital role in communicating with the customer.MARKETING COMMUNICATION ID: 11219 Fig: Portfolio model iv) Advertising in Social networking sites: Facebook. Joel Robinson has found the efficacy of TV ads though it is seen that the modern Tivo players can skip the TV ads. Page | 19 . Twitter can also play in internet advertising process in the way of social communication like Facebook too.
MARKETING COMMUNICATION ID: 11219 vi) Walk the Talk Communication processes in two ways are found more crucial for the product advertising and success. as being the UK based company can take advantage of this strategy. in the UK that features the videos about the best practices and the new ideas in ecommerce. vii) µSurvival of the Fastest¶ A modern approach backed by the Google Inc. Simon Duffy to adopt the modern business and advertisement techniques for the products of BULLDOG for its utmost success. I will propose our coordinator. Thus the two way communication system over the internet where the seller and buyer can take part in interactive conversation and thus modern and efficient advertising improvement. as being the Marketing manager of BULLDOG. ³We are using multimedia to get the word out. Page | 20 . and the lesson we have learned is that you have to vary things according to the medium´. And from my point of view. So the Future of Advertising offers the combination of the old media that exists as the powerful media for the marketers. BULLDOG. Catherine Findiesen has expressed that.
J. The techniques of marketing communication system that equipped with the cleaner and clear understanding of both the buying attitude and buying process and develop the communications strategy to cover the mental situation of the buyer according to the buying resources allowed. Efforts and time spent in the buying process are dependent on different types of buying condit ions and situation. DMU or the decision making units affect this process of buying behavior.. The professional¶s relating to the marketing communication has to understand the huge buying behavior in the target market before or after the actual purchase.R. 1998) The reasons and the motives range from the rational and to bizarre. electronic advertising etc. Taylor. For the BULLDOG case. P. Buyer beliefs and attitudes affect the motives and also the individual¶s opinion and perceived things. I will suggest the company to take strategic decision in according to the Situation analysis of it and making the combination of both the traditional and modern marketing mix and develop the communication technology to the greatest extent. The implementation of various marketing communications techniques and strategies. ensures the carrying the buyers in each stage with success. influenced by marketers and different strategies like promotional services. Page | 21 .MARKETING COMMUNICATION ID: 11219 Conclusion: Marketing communications and the practices are therefore. Fig: Simple buying process (Smith.
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