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    Marketing and Communications in Travelodge

    Question :

    Following questions will address each are of the business which are illustrated below:

    • Explain the marketing concept and the components of marketing communication mix. Define the relationship between the marketing environment and its impact upon the decision-making and the consumer behaviour for the firm.
    • Explain the aspects which determine the competitive edges within the business. Define the key theories, models, concepts by determining the business communication for the effective communication.
    Answer :

    1.Benefits of integrated marketing communications

    Integrated marketing communication includes all the sources of communication and marketing. Through this method a particular brand promotes itself in the target market. All sources work together for maximum profit with increased sales. It also involves consumer experience, communication tools and corporate culture to better efficiency (Chang,Yu and Lu, 2015).

    Benefits to Travelodge-

    Brand reinforcement -It helps to Travelodge in marketing communication and to aware people about them, they can use social media, live events, short video, campaigns in the target market. Use all the sources from which directly or indirectly communicate to the customers.

    Competitive advantage - Service and product differentiation makes advantage for the Travelodge because consumer awareness makes business profitable because when it is time to purchase the consumer only think about the things which known to them.

    Forms of communication

    • Verbal communication- verbal communication is been done by using sounds and words in order to express something. Thus, marketing manager may convey his message accordingly so that it is easily understandable by everyone. This becomes easy for them to promote their brand to everyone in effective manner.
    • Written- this involves that message that is used in terms of written message. It is termed as most effective communication. This will help in informing target audience about the brand.

    2. Promotion mix and their 2 elements

    Promotion mix consists marketing mix and it includes promotion of sale, relationship with customers, selling skills and all the thing which promote the service and product of the company.

    Elements of promotion mix-

    • Advertising- It is important for any business and Travelodge use this strategy for awareness of the people and to promote their travel packages with through customer get attract. This communication is in paid form and it is one sided communication but it is helpful for Travelodge.
    • Publicity- It is not in the paid form. Travelodge has various ways to publicity of their packages. Social media makes a big role in this promotion mix because they got promoted by public indirectly(Tsai, 2014).

    3. Promotional mix element that Travelodge adopts in its video campaign to increase brand recognition

    • Personal selling- It refers face to face communication to meet with the people with aim of selling of product. Travelodge use this to their video campaign to with the customers in target market and video campaign make product or service recognizable. It is flexible way to communicate with the people directly.
    • Sales promotion- Mainly things which perform in sales promotion are trade show, exchange offer, gifts and bonus. Travelodge use seasonal discount for their sales promotion, it is for limited time period and only for the season and special discounts for the different person.
    • travelodge taps into new audiences on you-tube- This is a value holding brand having quite huge space. As they have launched super-rooms products this they tried to develop YouTube campaign in which video is centered that highlighted key points of offering of super rooms.

    4. Distribution channel

    These channel are very compulsory in the company(Contò and et.al., 2015). There are four types of channels. Retailer, wholesaler, distributors and internet. Travelodge company are using different channels of distribution. It mainly focuses on two levels of distribution channels I.e retailers and internet. They have different hotels at different locations which serve as retail level of distributions were customers directly come in contact with the company. Another level distribution channel used the focus on internet.These are given to ads brand, quality, services. And with customer relationship (Buchanan-Oliver and Fitzgerald, 2016). They are through advertising social media. Like Facebook, twitter, Instagram etc. tour operators and agents can also promote various packages to people.

    • Radio- Travelodge can convey his message regarding their brand on radio. It has been proved as increasing awareness of brand by 22 percent even among well-known brands.
    • Social media- in today’s world, social media trend has grown in wider extent. So Travelodge can put their information reagrding brand on their websites and update it regularly. This will help them in attracting large number of customers towards the brand.

    5. Key messages in Travelodge’s video campaign to increase its brand recognition

    For increasing brand recognition first thing which have to remember that length of video is too short-and covered with lots of content and attractive things which is memorable and easily recognize to the people.

    Short terms ads are more reliable in compare to long time ads and this approach drives result. No one interested in wasting their time every one wants short and sweet thing in a short message with their maximum content. They used many of their discount options and services in one poster in the video which exist in last.

    6. The Travelodge Video campaign target a particular segment of people.

    The key targeted audience are:

    • Budget conscious audience- It is 2nd largest budgeted hotel in UK.
    • Youngsters- It is affordable and developing their
    • Business person- They provide comfortable beds by keep in mind to the person who
    • Families with kids- As they provide Pull out beds for each family rooms, so they can sleep comfortably without arguing.
    • Pet lovers- The industry also attracts pet lovers by providing per room for upto two pets.
    • Attention- In marketing communication attention toward product is very important. In video campaign the attention of the customer is too important. In it two or three minutes video can be apply.
    • Interest- Consumer have to interest about the product which have to purchase. It is all upon customers that how to they take interest in the products of the organization.
    • Desire- Consumer have to give favorable answer regarding the product. Customers desire regarding the product is also affected the organization. It is important to know about the desires of customers and after that make the advertisement.
    • Action- In this stage it is time to take action and purchase the product. Action is depended on the all of these things (TomÅ¡e and Snoj, 2014)

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    7. Use of AIDA

    8. Method for collecting feedback for the video campaign of Travelodge

    Travelodge can use many of the methods to collect feedback regarding their video campaign, here describe the online form filling method for which people will get anything from Travelodge. People can give their feedback regarding the video campaign’s on the official site and through this they gain all the reviews of the people and make action against it so they will achieve more target and increase their efficiency in marketing of the services.

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