University of Bedfordshire

Unit Title & Code: Brand Communication and Reputation Management MAR036-6
Assignment Number and Title: Assessment 1
Assignment Type: Client Brief (Live Project) based coursework

Submitted By
Name : Md. Shaon Molla
Student ID : 1866650

Submission Date: 18th August 2023

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 Executive Summary

The brand that has been chosen for the assignment is “Trixski’’ a United Kingdom based
company that provides ski accessories and specifically they sell niche products.

In this report it tries to present how the communication mix works for the Trixski by using
several models and theories and how Trixski currently reinforcing their brand. This report
will also describe how Trixski can extend their communication scope with customers and and
the approaches of the product ethos, vision and services.

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 Table of Contents
1. Introduction………………………………………………………………...…...…4

2. How communication work using models and theories for analysis………………………..5

i. Communication Mix………………………………………………………………….……..5

ii. Peso model………………………………………………………………………………….6

iii. Perceptual Map…………………………………………………………………………….7

iv. Brand Personality…………………………………………………………………..…....…7

v. Color Theory…………………………………………………………………………….…..8

vi. SOSTAC Model………………………………………………………………………...….9

vii. Maslow's Hierarchy of Needs………………………………………………………..….10

viii. Market Segmentation……………………………………………………………………11

3. Communication medium of Trixski’s and how it reinforcing the brand………………….12

4. Two other Media for extend the communication mix…………………………………….12

5. Believable purpose-based approach to brand ethos, vision, and service…………………13

i. Consumer Behaviour ……………………………………………………………………..14

ii. Integration Model…………………………………………………………………………15

iii. Marketing Mix……………………………………………………………………….…..16

6. Five Key Performance Indicator……………………………………………………...…..17

i. Success measurement…………………………………………………………………..….18

7. Reference………………………………………………………………………………….19

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Introduction

Trixski started in April 2017 by two energetic and enthusiast person, one person was
professional sales expert and another person was marketing expert. Trixski works on anow
sports industry. Mainly the brand sell niche market products such as ski jacket, ski boot, ski socks,
ski carrier, ski lock, ski helmet, neck warmer and so on, Trixski provides easy, affordable solutions for
skiers all under one roof. Trixski uses a set of marketing and communication tools to promote their
brand and products.

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Task-1

How communication work using models and theories for analysis

Communication Mix
The communications mix involves all the tools a company use to communicate with the
customers or their potential customers. This can be done through advertising, Direct
Marketing, Public Relations, personal selling, Sales Promotion.

Advertising: Advertising refers to all channels through which a company spends to spread its
message. To promote the company products company use several types of advertising media
such as radio, television, print media, social media, product packaging, websites etc. Trixski
currently using Facebook and Instagram platform as their primary advertising.

Direct Marketing: Now a days direct marketing become a widely using tools for increasing
the potential customer and some people are like to call it digital marketing, because its
significantly cheaper and it is very effectiveness if it can be used properly and the major
advantage of that company can reach their exact targeted customer. Trixski do the direct
marketing through Facebook and Instagram advertising platform where the media give the
opportunity to set the target audience and exact budgeting per day or week or month.

Public Relation: In order to reach the media and its target consumers, public relations
transforms the brand messaging into a stories. Trixski’s brand massage is make it easy, by
this word they are promoting their smooth and fastest delivery solution.

Personal Selling: Usually it means face-to-face communication, it refers sales person,

representative, brand ambassador or it can be influencer. For instance Trixski can give send
some outfits to a popular ski driver on their special occasions, in which the person can share
the moment with his follower to the social media with mentioning the Trixski’s website
which will increase the traffic of the website.

Sales Promotion: Sales promotion makes limited-time offers or promotions on goods or

services using a variety of offline and online sources in an effort to boost immediate sales. It
can be through coupons, competitions, giveaways, free stuff, awards, and product samples. If
Trixski offer a free neck warmer with their jacket it will be a direct sales promotion.

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 Fig 1- PESO Model

PESO, which stands for paid, earned, shared, and owned, is a segmentation method for
categorizing all of the marketing channels of a brand that they can be use to grab the attention
of the customer.
Earned Media is a publicity through media relation, blogger relation, investor relations,
influencer relations. Influencer engagement and partnership are the element of the earned
media.

Mainly Social Media is the element of the shared media that refers communication can be
done through share media such as Facebook, Instagram, twitter, linkdIn, Pinterest, YouTube,
google+ and so on. Influencer engagement and partnership also the part of the shared media.

Owned media is the company’s own communication content, such as employee stories,
customer stories, customer reviews, videos and podcast.

Paid media mainly refers the communication approaches thorough paying a certain amount of
money for targeted customer. Company can do the paid media communication through
Facebook sponsored posts, sponsored tweet, lead generation, fan acquisition.

All the components Trixski can use as their business communication tools although currently
they are focused on shared media and paid media.

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Perceptual Map

High Price

Glisshop

Low Quality High Quality

Low Price

Brand Personality
Brand personality refers a set of human characteristics that are attributed to a brand name.
Common brand personality are excitement, sincerity, ruggedness, competence, and
sophistication. Brand personality is different than its imagery, though these creative assets
should reflect a company's brand personality.

Fig 2- Brand Personality Scale

Above 5 brand personality excitement is the appropriate for Trixski. Excitement dimension in
brand personality describe daring, spirited, imaginative and up to date. Trixski’s products
belongs to the ski industries that huge daring and trending. Who do ski are most of them are
young so naturally they are cool and spirited, Skiing is imaginative as its still unique some of
the country where skiing is not wide spread. Those who love to do skiing or professionals are
independent and up to date.

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Colour Theory
Trixski’s brand logo colour is orange and blue. In the color theory orange conveys efficiency,
affordable pricing, and dependence. Often, it is associated with happiness, tropical weather,
attraction, determination, and creativity. Orange stimulates the appetite and its hue can
convey a sense of healthiness as well as the fall season. People also associate orange with
strength. On the other hand blue is frequently associated with virtues like trust, loyalty, wit,
and understanding. Light blue typically connotes tranquilly and tranquilly. Dark blue is
associated with power, conservatism, self-assurance, and tradition.

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 Fig 3- SOSTAC Model

SOSTAC model is a commonly used marketing planning tools it also called marketing
planning process, any company can execute the marketing planning objective by
implementing the SOSTAC model method.

Satiation Analysis: Its the first step of this model. Here at first it will be measured that where
the business currently stand. By analyzing the last six years sales report it easily can say that
still they are on their growth stage.

Objective: Objective means the business goal, Trixski’s business goal is to provide the
variety ski outfits and easy solution of skis carrying.
Strategy: Trixski’s strategy is to make availability the skiing staff those who are enthusiastic
by offering a wide range of option.

Tactics: It means which tools are Trixski using to acquire the goal. Trixski doing offline
marketing as well as offline marketing activities, it making personal blog, social media
promotion to achieve the objective.

Actions: Action means the actual marketing schedule, Trixski’s two founder are currently
planning and executing all the marketing planning on different platforms over the year to
accomplish the company’s goal.

Control: All the business monitor and assess of key performance indicator of each
implemented tactic are doing by the owners and they are identifying the each tactic and its
contribution to the each objective.

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 Fig 4- Maslow's Hierarchy of Needs

Based on the business nature of Trixski only self esteem and self actualization is appropriate
element from the Maslow’s hierarchy.

Self Esteem: Self esteem is the forth step of Maslow’s hierarchy, Trixski sells the products
those relates to confidence, achievement, respect of others and unique individual. In general
not all people are dare to do ski driving oviously there needs to have confidence to do that
and it is not easy as riding like a bike so definitely those who make the skiing there is an
achievement. This achievement fells them to be unique from others because it is a skill.

Self Actualization: According to Maslow, the highest-level needs relate to self-actualization,

a process by which achieve the full potential. People who are self-actualizing perceive reality
more effectively and relate to it more comfortably. When a person can do what they believe
they are meant to do and be who they believe they are meant to be, they have achieved self-
actualization.

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Market Segmentation

Market segmentation allows a company to increase its overall efficiency by focusing limited
resources on efforts that produce the best return on investment. It consists of for elements,
geographic, demographic, psychographic and behavioral.

Fig 4- Market Segmentation

Geographic: Generally Trixski’s geographic business area is United Kingdom and also
some outside counties mainly those places where ski industries are booming. Trixski
offering to take the order from outside of UK but in this case buyer may have to pay the
import duty.

Demographic: One of the common and widely used techniques for market segmentation is
demographic segmentation. It entails segmenting the market based on factors such as age,
income, gender, race, education, and occupation of the target market. According to this
market segmentation technique, people with comparable demographics will have
comparable wants. The demographic technique of Trixski’s product console may reveal that
most users are young and they can be both male or female.

Psychographic: In psychographic segmentation Trixski involves with adventurous event,

winter sports festive, family fun time, esteem needs and the all social class and the innovator
and achiever lifestyle segments.

Behavioral: This method makes groups based on a customer’s behavior online like, how
they use the websites or social media advertising platform for purchased the product. Trixski
used to offer their product on winter, half term holiday or Christmas vacation.
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Communication medium of Trixski’s and how it reinforcing the brand

Currently Trixski repeatedly using their own blog, their website, Facebook and Instagram
platform for communicating with the customer and being update with the new new products
and offer. Above communicating tools are commonly used by the companies now a days. It is
proven that these mediums are effective to grab the customers attention that increase the
traffic to the sales generate. On their Instagram page they have just 375 followers and on
Facebook they have 187 followers that are not really sufficient for those companies whose
are operating the business more than five years. Last three month’s may to July, their traffic
engagement to their website were 3800 visit, 1700 visit and 2200 visit respectively. Although
it is a little engagement of traffic but it helps Trixski to generate the sales.

Two other Media for extend the communication mix

Paid media advertising and moment marketing can be effective to attract the more potential
customer.
By analyzing the Trixski’s social media platform it is sure that they are not doing enough
paid media advertising moment marketing. Now a days paid media promotion is the key to
success of the advertisement, it is very cheaper and easy way to connect with the more
customer. Facebook sponsored posts, sponsored tweet and sponsored Instagram post can
bring the more traffic to the website. These tools give the opportunity to customize the
advertisement, specific targeted audience, they offer to set the specific region, age, budget
and duration. And Moment marketing is also effective to extent the communication, based on
the business sector Trixski can organize different moment marketing event, like at the
beginning of the winter they are organizing an event on several places where it will offer
promotional sales or organizing a ball games, the winner will get a certain amount of discount
coupon.

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Task-2

Believable purpose-based approach to brand ethos, vision, and service

The company should adhere to its aim, give the finest service, and integrate environmental
concern into its business culture since this is the best way to include a clear purpose. a
marketing strategy that switches up how an organization operates while evoking real feelings
in its audience. Brands will need to convince consumers that they are devoted to something
much higher in order to succeed in the future. They will no longer be able to just sell a
product with a goal.

Overview of the product

With the review of the sustainable marketing campaign, a new online based ice hockey
equipment delivery service has been named UK Ice Hockey Supplies Limited. UK Ice
Hockey Supplies Limited has been named after becoming the online market place on
people’s hand, wherein people are in need of trendy ice hockey equipment online delivery
services by focusing more on quick services.

Ethos
The ethos of UK Ice Hockey Supplies Limited mostly focuses on modern and trendy
equipment that make comfort a ice hockey player as a whole. Hence, all sustainable business
ethics has been taken into consideration to start the new online services.
Values
The values of company is based on connecting people and supplies high quality equipment
with dignity, respect, and transparency.
Product or services
product or services of the company believes in sustainability, durability and modern. The
online delivery services of the company will focus more on reusable products quick service
on time as well as per customer’s guidelines. However, the target audience of this product
will mostly be the generation Y and Z.

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Consumer Behaviour
The development of e-commerce has made online delivery services seamless for people who
prefer to get the delivered to their doorstep. Though, consumers continue to for purchase,
consumers feel very suitable to order online as it frees the consumer from personally visiting
the shop.

Qualitative insights
It depends on the needs of the consumer and the rationale behind their online purchase of the
equipment as qualitative insights into consumer behaviour. Such motivations include
discovering the best and cheap price, finding out product promotion, the convenience of
online purchasing, encouragement from the interaction with the websites, getting
personalized services, quality of the received services, apparent value, and availability of
information (Singh Rathore and Chaudhary, 2018). Here, it can be claimed that every
customer uses internet services for a different reason.

Quantitative insights
The quantitative analyses of consumer buying behaviour include information on changing
behaviour and customer preferences. As per the new trend and advanced technologies,
consumers have different opinions and needs at the same. Right now, the consumer thinks
purchasing equipment online is quick, simple, and hassle-free. However, it can be said that
almost anyone using a smartphone may order ice hockey equipment online and do it from any
location they choose. On the other hand, some customers prefer real store visits and do not
favour internet delivery services. Consequently, it can be said that each customer has their
own preferences and points of view when purchasing ice hockey equipment.

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Four Stage of Integration Model

POE, 4 stage model of integration taken into account. The term of integrating into a
fundamental whole is referred to as integration.

Fig 4- Four Stage of Integration Model

1. Strategic collaboration of marketing communications- UK Ice Hockey Supplies Ltd will

use the tagline "Delivery at one click" as part of its marketing communications strategy.

2. Redefining the scope of marketing communications- The services will use a variety of
social media channels, including Twitter, Facebook, Instagram, YouTube, and others, to
advertise the product.

3. Applications of information technology- With the aid of cutting-edge information

technology, it is crucial to conduct a thorough analysis of the market and consumer in
addition to gathering data for both.
4. financial and strategic integration- This level focuses on the work that has been done in the
previous three stages. It monitors overall performance for business improvement and keeps
tabs on how businesses operate.

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Marketing Mix

Four components that used in the marketing mix for service has been discussed accordingly;

Product- UK Ice Hockey Supplies Limited primarily focuses on cutting-edge ice hockey gear
that enhances the overall comfort of an ice hockey player while offering online services. It
will response and deliver quickly by maintaining proper packaging with care.

Price- Competitive pricing, which takes into account the cost of different areas, has been
utilized as a pricing approach for the services.

Place- The online services of UK Ice Hockey Supplies Ltd will be all over the country
initially.

Promotion- The company will employ a variety of social media platforms, including
Facebook, Instagram, Pinterest, and YouTube, as well as other marketing techniques,
including content marketing, email marketing, and physical marketing, to promote the
services.

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Five Key Performance Indicator
1. Brand Awareness- Establishing brand recognition makes it easier for customers to
recognize, remember, and relate to the company.

2. Social media Engagement- is the data points that shows how good the social media
strategy is performing and help to understand how business can improve. They are like
scorecards for online posts and interactions, showing how many people saw, liked, shared, or
commented on the content. Social media metrics also reveal how much effort and money
spending, and how much the company getting in return.

3. Customer Experience- Customer experience metrics evaluate the ease, fun, and utility of
the customer experience throughout the full customer journey.

4. Website Traffic- High traffic is a clear sign that the company's digital marketing activities
are helping more people learn about it.
5. Share of Voice- Share of Voice is a difficult KPI for the brand awareness, as it represent
how many people are talking about the company compared to the competitors,

It helps you identify the potential customers.

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 Marketing plan and Campaign plan stages

Marketing Metrics Sales impact Adoption metrics Business impact

 Website traffic.  Calender of  Demonstrations and  Including current,

More frequent the sales cycle trials of consumer. recurring, and
posting. anticipated income
 Percentage of  User adoption
 Earned Media loss or profits rates.  Overthrows the
promotional opposition
channel.  Consumer retention
and churn.  Market share
 Create avenue of
customer reviews

Fig 5- Success measurement

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Reference
https://trixski.com
https://www.similarweb.com/
https://analisa.io/
https://www.facebook.com/trixski2020/
https://www.instagram.com/Trixski2000/
https://find-and-update.company-information.service.gov.uk/company/14057998
https://breo.beds.ac.uk/ultra/courses/_61983554_1/outline/edit/document/_8191643_1?course
Id=_61983554_1&view=content
https://www.researchgate.net/publication/274289418_SERVICE_ORIENTED_MARKETIN
G_MIX_AND_ITS_USAGE [Accessed 17 Aug. 2023].
Marketing Study (2016). Understanding the four stages of integrated marketing
communications.

THE Marketing Study Guide. [online] THE Marketing Study Guide. Available at:
https://www.marketingstudyguide.com/understanding-four-stages-integrated-marketing
communications/ [Accessed 17 Aug. 2023].

Mistry, G. (2019). CONSUMER BEHAVIOUR Available at:

https://www.globalscientificjournal.com/researchpaper/Consumer_Behaviour.pdf [Accessed
18 Aug. 2023].

Walletzký, L. (2014). SERVICE ORIENTED MARKETING MIX AND ITS USAGE.

[online] research gate available
at:https://www.researchgate.net/publication/274289418_SERVICE_ORIENTED_MARKETI
NG_MIX_AND_ITS_USAGE [Accessed 18 Aug. 2023].

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