Marketing Communications Assignment Example | Topics and Well Written Essays - 2750 words

Marketing Communications - Assignment Example The project makes a study of the external environment. The external environment looks favourable, especially because the world has been gradually moving out of the recession. The most favourable situation is the rapid technological advancement across countries. The use of internet has increased drastically over the years and thus has become the most popular medium of communication by most organisations. Also, there have been an increasing number of teenagers using the internet which makes the internet the most effective medium of marketing communication for brand development (Neuez, 2003, p.4). It is also seen that teenagers are the largest consumers of chocolates. The conventional method of marketing communications in the chocolate industry in UK has been the electronic media. However, the chocolate market in UK looks bright. There is also a high demand for fast food in the nation. One of the close competitors in the field is Cadburys. However, the market share of the company has re cently fallen. â€Å"Data from Nielsen, the market research company, showed Cadbury’s chunk of the chocolate market by value slipped 1.7 per cent to 29.8 per cent last month, the first time that it has fallen below 30 per cent all year† (Boyle, 2009). This situation could be used to the company’s advantage. However, there is one drawback that it would be confronting with. It might confront with a dip in the demand for chocolates as majority of the population greatly suffers from obesity. Application of Theories to Practice Scholars and marketing practitioners have been abandoning the approach of marketing mix and increasingly focussing on the process of relationship marketing and marketing communication strategies. Relationship marketing is defined as the process of establishment, development and maintenance of successful relationship exchanges. The activities involved focuses on decreasing exchange uncertainties and creating customer collaborations and commitme nt by gradually developing and adjusting with the mutual norms and routines (Andersen, 2001, p.168). If the customers can be retained over a number of transactions, both the sellers and the buyers may gain profits resulting from the previous transactions. The aim lies in the attempt to maximise profits as much as possible through the increase in the customer’s lifetime spending instead of generating profits from a single transaction. Thus the process of development of buyer and seller relationship is considered to be the numerous phases in which the trustworthiness of buyers and suppliers are put to test and â€Å"mutual norms governing exchange activities are developed† (Andersen, 2001, p.168). Scholars agree that communication is the fundamental aspect in relationship development. Communication is considered to be the quintessence behind the coordination of behaviour in an organisational setting. The entire inter-organisational distribution channel is held together b y the process of communication. Communication is defined as the way in which a message is transferred to others and also giving it an understandable meaning for everyone. The definition primarily focuses on the way in which communication