StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Direct and Marketing Communication - Essay Example

Cite this document
Summary
From the paper "Direct and Marketing Communication" it is clear that the success of the marketing plan depends on the strength of the marketing campaign. The key intention for this marketing communication plan is to enhance the relationships with the customers…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER92.9% of users find it useful
Direct and Marketing Communication
Read Text Preview

Extract of sample "Direct and Marketing Communication"

?Direct and Marketing Communication Table of Contents Table of Contents 2 Introduction 3 Dynamic Relationship Management (DCRM) Theory 4 Creation and Implementation of Marketing System 5 Media Planning 6 Marketing Communication Planning 9 9 Conclusion 12 Works Cited 13 Bibliography 16 Introduction Anthony Menswear is a small apparel organization situated in Cambridge of United Kingdom. The company focuses on retailing European clothes of superior quality. Anthony Menswear uses business to consumer marketing through several activities such as internet marketing, advertising, and public relations and maintaining brand reputation. Since the initiation phase, Anthony Menswear has maintained a good status in apparel business by providing ranges of quality products in affordable rates. Anthony Menswear preserves a comfortable shopping environment for customers so that it can provide contentment to customers (Anthony Menswear, “Anthony Independent Menswear – Cambridge UK”). The apparel industry in the UK is highly competitive with several big players, and it is vital for Anthony Menswear to revise the marketing system in order to increase the customer base. Managing good relationship is one of the success factors for Anthony Menswear to sustain in this competitive business environment. Therefore, the paper will attempt to establish and implement marketing communication plan for Anthony Menswear so that it can improve the direct relationship with the customers. Further, the paper will also focus on the importance of Dynamic Customer Relationship Management (DCRM) theory and apply the AIMRITE and SOSTAC framework to evaluate the choices. Dynamic Customer Relationship Management (DCRM) Theory Nowadays, effective customer relationship management (CRM) has become a strategic imperative for organizations in all business sectors, especially in retail apparel industry. In order to generate more value for the brands and for the customers, organizations are attempting to maintain a close relationships with the customers and thus using huge amount of money in CRM activities. Anthony Menswear will gain effectiveness if it focuses exclusively on attaining more customers rather than obtaining higher market share. The major aspect for enhancing customer relationship in Anthony Menswear is through developing information sharing, creating faith and pledge between relationship participants (Park & Kim, “A Framework Of Dynamic CRM: Linking Marketing With Information Strategy”). In Dynamic CRM, organizations not only focus on company’s and customers’ profits but also concentrate on relationships for future advantages. Customers should be measured as an investment and an asset for organizations. CRM has emerged as one of the crucial marketing activities for companies functioning in dynamic commercial atmosphere. CRM can be regarded as an inclusive tactic and procedure of obtaining, retaining and associating with worthy customers in order to develop bigger value for the organization as well as the brand. In present days, CRM has developed as a method of preserving positive and commercial relations. Customer Touch Points: The touch point is considered as the point of interaction among the customers or the vision of organizations’ business. In apparel industry, touch is vital aspect for wooing customers. According to the observation of Stine & Et. Al., touch point is the “point at which products are purchased” (Singh & Lamba, “Maintaining CRM in Apparel Retailing through Touch Points: A Factor Analysis Approach”). It comprises of television advertisements and word-of-mouth among others. In Anthony Menswear, the major touch points are products and information sources. Anthony Menswear provides quality and ranges of products to the customers; therefore the organization needs to develop the information management system. Presently, several customers are influenced by modern kinds of information sources such as internet, social networking, and television advertisements for purchasing any product. Communication: Communication through advertisement in internet, television or newspaper and merchandise display can impact on the purchasing decisions of customers as it is one of the primary touch points in apparel industry. Customization: Customization of apparel products is required which can raise customers’ satisfactions. Customization can be of product size or product price to meet the specific customer requirement. Developing Brand Loyalty: Brand loyalty can be improved through positive commendation from families and individuals, word-of-mouth, point of purchase and providing loyalty schemes (Singh & Lamba, “Maintaining CRM in Apparel Retailing through Touch Points: A Factor Analysis Approach”). Creation and Implementation of Marketing System Implementation of marketing system in Anthony Menswear can generate more sales and brand reputation. The company can take benefits of customers’ information in order to improve the marketing policies. In present days, there is ongoing trend among apparel organizations to spend huge amount of money so that they can collect and manage the databases of customers. It can help to recognize their purchasing patterns, needs, and preferences. In order to create an effective marketing system, there is need to successfully exploit customers’ databases so that an effective relationship can be maintained (Lia & Et. Al., “An Empirical Study of Dynamic Customer Relationship Management”). Media Planning Media is a significant method for direct marketing. The communication of the message through media needs to be planned in such a way so that it can reach to the target customers. For instance, Anthony Menswear generally targets customers within the age group of 25–34 years of males which has moreover similar values. For this target group, internet media can be used as the most significant direct marketing medium. Through internet, the databases of Anthony Menswear’s customers will be managed effectively. A well designed website can automatically help to increase brand awareness of Anthony Menswear in the apparel market. As a result, Anthony Menswear can recognize the requirements of customers more effectively. The television commercials will be helpful to draw the attention of potential customers towards the website of Anthony Menswear. Television is one of the major communication media used by marketers to get the consideration of broad customers and share the message to them. The choice of internet and television media can be analyzed by using AIMRITE framework (McCorkell, G., “Direct and Database Marketing”). Internet Television Audience Several people use internet for getting information Television is a popular media for reaching wide customer group Impact Internet media will probably get audiences’ undivided attentions Appropriate timing can probably have an impact on the vast customer group Message A tailored message targeted for customers will help to convince them effectively The response rate of people in company website can ensure that the advertisement message has been communicated clearly to the target audience Response Customers can easily respond in case of internet by providing feedbacks or posting their opinions Customers can respond to the television commercials by seeking information in the company website Internal Management Internet media can be managed effectively The television media can help to enhance the effective utilization of marketing plan The End Result The cost of developing a website is approximately 5000 Pounds. The average response rate is high due to increased use of social media The cost of developing an advertisement will be almost 15000 Pounds and the impact will be observed on the long run (Pickton, D. & Masterson, R., “Marketing: An Introduction”). Marketing Communication Planning After recognizing the preferences of customers, the major task for Anthony Menswear is to convert those information and databases of customers into sales. The market planning comprising of marketing mix needs to be customized so that it can satisfy the requirements of target customers. The information and database will be valuable only if they are transformed into profitable interactions. The SOSTAC framework is a useful tool for planning the marketing system of Anthony Menswear. Situation Analysis: Since the beginning, Anthony Menswear has maintained a good brand image by providing high quality products, standard services and tailored stylishness to the customers. The company has strong position in the apparel retail market. The customer touch points of Anthony Menswear are superior clothing brands, ranges of products and well developed shopping environment (Cambridge Newspapers Ltd, “Anthony Menswear”; The Perse School, “Anthony Menswear”). Objectives: Anthony Menswear markets European brands such as Canali, Pal Zileri, Eton, Duchamp and Gran Sasso among others. As a small individual apparel organization, the objectives of Anthony Menswear are to increase the brand reputation and revenues. In order to increase sales, Anthony Menswear also develops loyalty cards for valuable customers which provide the benefits of discounts on every purchase. The other objective includes enhancing customer satisfaction by providing them with variety of products. For instance, the company has above 100 designs of ties and 40 dissimilar cufflinks in their retail stores. Anthony Menswear also provides gifts to entice customers for repeat purchase (Cambridge Newspapers Ltd, “Anthony Menswear”; The Perse School, “Anthony Menswear”). Strategy: Anthony Menswear requires push strategy in order to generate demand for the company products. The push strategy will be more appropriate for the company as it has strong distribution channel in the UK. Anthony Menswear can increase its sales through brand awareness by following strategies: Developing commercial advertisement to achieve initial attention of target customers and providing them information through developing the website more attractive. As a result, the customers will be more interested towards Anthony Menswear and will keenly pursue for more information. Developing an exclusive website or online media articles will help to make the marketing campaign more fruitful Anthony Menswear can also use banner advertisements to generate general interest of customers. It can increase the word-of-mouth as well as the brand awareness Presently, viral marketing has become more popular and a useful marketing technique for many organizations. Anthony Menswear can develop an attractive viral message, targeting towards the customers with high level of social networking prospective, which can simply increase the brand awareness in less time. Therefore, people will go through the company website for more information Tactics: After driving the customers towards the company website, Anthony Menswear will be capable of implementing a smart marketing communication tactic. There are ranges of media available for Anthony Menswear for marketing communication plan such as television advertisements, websites, magazine advertisements, and online articles (Business Services Agency Ltd, “Developing A Marketing Communications Plan Using The SOSTAC Model”). As a primary media, Anthony Menswear will use the internet efficiently and television advertisements will be used for secondary media. The marketing plan simply focuses on attaining more customers so that it can compete with the rivals competently. Action: After deciding the tactics that will be used for campaign, Anthony Menswear will launch the marketing plan by introducing new offerings and new collections in the city of Cambridge. The company will provide television advertisements as well as online articles which can help to generate curiosity in the minds of audience and they will be able to know details in the newly developed website of Anthony Menswear (Business Services Agency Ltd, “Developing A Marketing Communications Plan Using The SOSTAC Model”). Control: In order to evaluate the achievement, there is need to measure the impact of marketing campaign. The measurement of success can be judged by calculating numbers of people visiting the website of Anthony Menswear after launching the campaign. Besides, the feedbacks in the social networking sites can also be another metrics for measuring the impact of marketing plan. The ultimate result of implementing the revised marketing system will be augmentation of sales. If the number of people requesting the information about the company products is high then it can be concluded that the marketing plan is a success (Business Services Agency Ltd, “Developing A Marketing Communications Plan Using The SOSTAC Model”). Conclusion The success of marketing plan depends on the strength of the marketing campaign. The key intention for this marketing communication plan is to enhance the relationships with the customers. In present generation, the internet and the digital media play significant part for making a company competitive. Anthony Menswear needs to take advantage of this emerging media and understand the trends of customers so that it can respond with the preferences quickly. It will be effective for Anthony Menswear to manage the database of customers and track their behaviour so that it can imply better marketing strategy in order to gain more competitive advantage; also it can help to maintain positive connection with them. Works Cited Anthony Menswear. “Anthony Independent Menswear – Cambridge UK”. December 13, 2011. Home, No Date. Business Services Agency Ltd. “Developing A Marketing Communications Plan Using The SOSTAC Model”. December 13, 2011. Effective Marketing and Business Development, No Date. Cambridge Newspapers Ltd. “Anthony Menswear”. December 13, 2011. Commercial, 2011. Lia, Chunqing. & Et. Al. “An Empirical Study of Dynamic Customer Relationship Management.” Journal of Retailing and Consumer Services 12 (2005): 431-441. McCorkell, Graeme. Direct and Database Marketing. Kogan Page Publishers, 1997. Park, Chung-Hoon. & Kim, Young-Gul. “A Framework of Dynamic CRM: Linking Marketing With Information Strategy.” Business Process Management Journal 9.5 (2003): 652-671. Pickton, David. & Masterson, Rosalind. Marketing: An Introduction SAGE Publications Ltd, 2010. Singh, Swati. & Lamba, Manju. “Maintaining CRM in Apparel Retailing through Touch Points: A Factor Analysis Approach.” IJCEM International Journal of Computational Engineering & Management 14 (2011): 151-156. The Perse School. “Anthony Menswear”. December 13, 2011. Participating Stores, 2009. Bibliography Bird, Drayton. Commonsense Direct And Digital Marketing. Kogan Page Publishers, 2007. Evans, Martin. & Et. Al. Exploring Direct And Relationship Marketing Cengage Learning EMEA, 2004. Tapp, Alan. Principles Of Direct And Database Marketing Financial Times/Prentice Hall, 2008. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Direct and marketing communication Essay Example | Topics and Well Written Essays - 1500 words”, n.d.)
Direct and marketing communication Essay Example | Topics and Well Written Essays - 1500 words. Retrieved from https://studentshare.org/marketing/1439703-direct-and-marketing-communication
(Direct and Marketing Communication Essay Example | Topics and Well Written Essays - 1500 Words)
Direct and Marketing Communication Essay Example | Topics and Well Written Essays - 1500 Words. https://studentshare.org/marketing/1439703-direct-and-marketing-communication.
“Direct and Marketing Communication Essay Example | Topics and Well Written Essays - 1500 Words”, n.d. https://studentshare.org/marketing/1439703-direct-and-marketing-communication.
  • Cited: 0 times

CHECK THESE SAMPLES OF Direct and Marketing Communication

Marketing Communications: Paragon Software Ltd

marketing communication is one of many tools via which an organization can market its products, ands this may be in the form of advertising, direct marketing, trade shows, seminars, websites, public relations, and sales promotions among others.... 48) indicate that, marketing communication comprises of promotional activities for a product or service.... In addition, marketing communication communicates the benefits of a service or product, and as a result, a consumer is able to weigh the options and choose wisely....
8 Pages (2000 words) Essay

Marketing Communication as Advertising, Sales Promotion, Public Relations, and Direct Marketing

This Case Study "marketing communication as Advertising, Sales Promotion, Public Relations, and Direct Marketing" is focused on the case of Parker Pen Company.... Integrated marketing communication is a new approach through which a company draws maximum benefits within a single setting.... The current revolution of information and communication technologies is changing our business environment drastically: new technologies influence the way we organize our work and the environment in which we compete, introducing new rules and new relative powers among incumbents, newcomers, and even entire markets....
10 Pages (2500 words) Case Study

Marketing Communication Campaign in Easy Jet

n this paper we will be reviewing how easyJet, which is one of the prosperous low cost airline in the UK has been using internet tools as direct marketing communication campaign in the market.... communication is one of the most important aspects of any organization.... communication forms a core factor in the operation of any company as it enables a company to function well.... communication is very important since it forms a link between the organization and its customers....
12 Pages (3000 words) Case Study

Marketing Communications Planning For Cunard

An analysis of the market, customers, and intermediaries, and of the budget allocation reveals that Cunard should make a move towards more tactical communication-mix.... It was using an array of communications tools, integrated into appeal and look – judiciously developed by Leslie and her team to forward the communication objectives.... The paper "marketing Communications Planning For Cunard" discusses that Cunard is able to present a consolidated and integrated front – blending immediate benefits with the background of an elite image, and aiming for mind-share as well as pocket-share....
8 Pages (2000 words) Case Study

MARKETING COMUNICATION- INTERNAL MARKETING COMMUNICATION

Internal marketing communication is an effort by the top management to win employees support in their marketing strategy which in turn results in greater employee effectiveness.... Internal marketing communication aims to identify all the three segments of employees within an organization and then target all the three segments effectively in order to achieve a corporate culture comprising of empowered employees, equitable reward and recognition system and an overall good organizational structure that promotes learning, total quality management and business re-engineering....
4 Pages (1000 words) Essay

Effective Communications and Marketing Strategies

For any marketing plan to be successfully implemented, we first need to evaluate all possible communication tools and methods to promote the product.... Next we need deduce what communication tools would best work for the product, and influencing the consumer to the maximum potential as well.... Without effective communications, marketing strategies fail to deliver the required results from the consumer end. ... Despite that, no marketing strategies have been yet applied to influence the buying behavior of these so called ‘average bloke'....
9 Pages (2250 words) Essay

Direct Marketing and Internet Marketing

marketing strategies have evolved in the context of the changes taking place in the business environment.... This paper provides an introduction to an evolving marketing strategy – direct marketing and Internet marketing that has changed the way goods and services are being bought and sold today.... The technology platform has provided a base for new means of marketing, revenue earning, and communicating with the existing and potential consumers....
10 Pages (2500 words) Term Paper

The Career of Assistant Director, Global Communications and Media Relations

xcellent written and communication skills ... It is clear from the discussion "The Career of Assistant Director, Global Communications and Media Relations" that the Global Communications and Media Relations department is responsible for positioning and promoting CFR via the full spectrum of media, marketing, and public relations.... oordinating cross-departmental marketing meetings for CFR projects ... inimum of 1 year of related experience in journalism, communications, marketing, or a related field ...
9 Pages (2250 words) Coursework
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us