Marketing Communication Essay Example | Topics and Well Written Essays - 1500 words - 1

Marketing Communication - Essay Example Marketing communication should reach a range of stakeholders and other players peripheral to the target market and which influence the business success (Clulow, 2006). Benefits and pitfalls of stakeholder responses should be anticipated and used to advantage. In the case of BMI the main marketing objectives was to introduce its product. It was planning to launch a low-cost airline subsidiary to compete with other low-cost carriers. They needed the services of an advertising agency because the launch required strategic brand development before the advertising plan could be developed. The marketing communications objective for BMI was challenging because the advertising agency had to launch a product with no brand name or brand image. Corporate communications in an airline must have certain differential features to influence travelers and establish brand image (Driver, 1999). BMI enjoyed a reputation for friendliness but the branding and positioning of the new product needed to have a low-cost approach. This required a strong brand image to distinguish it from long-established competitors. Another objective of marketing communications for the new airline was that even though the market for low-cost airline was still growing, it would reach a saturation point within 2 or 3 years. The passengers would then make a decision based on their experience. Consumers retain images of their experience with an airline or any service and this personal experience becomes the key driver for future purchases (FitzGerald & Arnott, 1999). Consumers are known to retain that brand in memory and if satisfied, it becomes their preferred choice. The attributes related to the image of the airline are only partially related to direct operational and flight factors. Relationship marketing emphasizes the need for firms to establish lasting relationships with customers, suppliers, employees and stakeholders through trust, relationship commitment and