Effective Marketing and Promotional Campaign for Turkish Airlines - Coursework Example

Create a Campaign for Turkish Airlines in Chinese Market Table of Contents Table of Contents 2 Introduction 3 Company Overview 3 Context Analysis 4 Objectives 5 Strategies 5 Advertising Strategy 6 Brand Promotion 7 Celebrity Endorsement 8 Communication Mix 8 Public Relation 8 Media Relation 9 Social Awareness 9 Direct Marketing 10 Sponsorship 10 Online Marketing 10 Creative Theme Scheduling 11 Resources Integration 11 Conclusion 12 References 13 Bibliography 17 Introduction Marketing and promotion is an integral part of an organization. Marketing and promotion plays a vital role for building an effective and the strong bonding among the company and its customers for a better market share. Effective promotion and the marketing activities are significant for the company to sustain in the business environment and continue long- term business operations by earning sound profit. For a business to sustain in the long run it is important to have a strong customer relation by providing proper service and creating a brand image. To establish an effective marketing mix and the promotional mix the company needs to establish an effective and efficient market communication strategy (Kola & Akinyele, 2010). Communication is very important for building a sound relationship between the organization and its stakeholders. Marketing communication is considered as a strategic tools and tactics, to get the desired marketing feedback. These strategies support the company to identify the target markets for further expansion of the business to gain market share and high profitability. There are several marketers derive benefits by applying the marketing communication mix. Moreover, marketers will be benefited by the application and adoption of marketing communication, which will be helpful to understand about their competitors (Fill & Jamieson, 2006). In this paper, the objective is to frame a campaign regarding the establishment of Turkish airlines in the Chinese market with the help of marketing communication plans. Company Overview The Turkish Airliners is one of the renowned airlines of Europe. Most of the times, the Turkish Airlines is known as a Flag Carrier Airlines. The head quarter of the Turkish Airlines is in Istanbul. It was founded in the year 1933 in Turkey. The main aim of the company is to provide cargo services to its customers in the domestic and international base. It provides services in about 41 and 206 domestic and international airports respectively. It is considered world’s fourth largest carrier airlines in terms of serving about 247 destinations to its customers (Turkish Airlines, 2012). As per the ranking is concerned in the year 2014 it is 5th in the airline industry (Skytrax, 2014). Now, the Turkish Airlines is trying to establish its business in the market of China. However, the Turkish airlines are one of the famous airlines of Europe but it did not get the much success in capturing the Chinese market (1Turkish Airlines, 2012). The objective of the study is to project that an effective marketing and promotional campaign for the Turkish airlines. The main aim of the study is to provide the recommendation to the company for preparing a promotional campaign and providing knowledge regarding the effective use marketing communication. Context Analysis Turkish Airlines can be regarded as one of rapidly growing industry in the European market with the help of various campaigns. The airline industry is trying to mark its presence in the China market with the support of various communication tools. It is important for the airline industry to analyse its external and internal market to establish a successful place in the Chinese market. The trend of the market and need of the customers are the major requirements for the Turkish airlines to be considered. As per the external analysis is concerned competitors and consumer segments are the most important aspects that are to be considered in order to establish a successful market. The competitors are high in this airline but Turkish airlines with its strong positioning and marketing tools are creating a strong brand image in the minds of the customers. In this regard, the Turkish airline needs to consider the internal aspects as well to get a strong market share. Finances and resources of the customer is an important consideration. The Turkish Airlines needs to analyse and understand the market and culture for better success. Moreover, Turkish Airline needs to structure its resources for better market strength and strong brand image. Being a service industry it is important to analyse the internal factors the most to gain customer and brand loyalty. As per the need of the Chinese people, the Turkish Airline needs to frame its strategies by providing proper attitude and values. The target of the airlines will be to focus every segment of people to gain more market in the Chinese market by creating awareness. Objectives The objective of Turkish Airline is to create a strong position in the market of China for improving its market share and rank. A proper proposal will be made in order to improve the position of Turkish Airline in the Chinese market with the help of strategies and communication tool. Communication as mentioned is important for building brand and creating customer loyalty. The objective will be to create awareness and attract people for long-term sustainability. Strategies There are several strategies, which has been applied by several companies for generating the popularity and market demand of the products and services. There are several communication strategies, which has been used by the various companies. The marketing communication mix is most important and effective tool used by several service marketers. The marketing communication mix is one of the effective strategies, which is mainly used by several marketers. Generally, the marketing communication mix comprises of five tools of marketing, which includes advertising, sales promotion, personal selling, Public relation and the direct marketing. These five facets are the main element of the communication mix, which will be helpful for the Turkish airlines to promote its brand name in the Chinese market and gain more market share (Fill & Jamieson, 2006). To make a promotional based marketing campaign the Turkish Airlines needs to use more innovative marketing campaigns, which will prove to be much effective in Chinese market to gain popularity. Through the help of the communication and promotional marketing campaigns, the Turkish Airline can create awareness that they have been awarded “Best Airline” third time (Istanbul property services, 2011). This will help to create a strong awareness in the mind of the Chinese people and build a strong image. The various forms of strategies that can be used by the Turkish Airlines are stated below: Advertising Strategy Advertisement or the media promotion has a significant influence to make the company brand name and image popular among the targeted audience. After analysing the Chinese market, it has been stated that Chinese people are traditional in their approach and prefer their own home products or services. Turkish airlines have always been more popular for its global advertising strategies but in case of Chinese market, the global strategies will not be applicable. In order to get popularity the Turkish airlines will require using the Chinese local newspapers and channels for advertisement and reaching the mass population. The advertisement in the Chinese Local TV channels will be an appropriate strategy for the Turkish airlines. Promoting advertisements through local media will create a strong impact on the perception and cultural values of the people of China. This will influence the Chinese people in gaining interest in the Turkish Airlines. There are few other promotional strategies, which will be suitable for the company to promote its business in the Chinese market (Kucukerdogan & et. al., 2011). Brand Promotion Brand is a vital aspect for a company as it acts as a symbol. Brand promotion is a form of strategy, which highlights the company name among the audience in a positive manner. Brand promotion is done to provide information regarding the services provided. Brand promotion will be effective for the company to create strong market awareness so that people target audience is influenced considerably. By advertising, its positive aspects and the award it has received for continuous three years will also help in promoting the brand. This strategy will also help the company to attract new customers and as well as regenerate the old customers. In order to attract new customers the Turkish airlines company needs to differentiate its services as per the culture and needs of the people. This brand promotional strategy will be a suitable promotional campaign for the Turkish airlines (1ZipfWorks, Inc., 2014). In order to get more benefits and popularity the Turkish airlines should use the Chinese football club instead of the any European FC for the making the brand promotion in China. The branding campaign with the Chinese FC will prove to be more appropriate for the Turkish Company (Kansu & Mamuti, 2013). Promoting a brand through the local and celebrities of the same country tends to be more effective. This will help to influence the mindset of the people in a positive way. Another suitable branding strategy for the Turkish airlines is to highlight its brand name with a renewed volleyball team of China. As the Volleyball is one of the popular games in China, so the Turkish airlines plans to highlight its brands by coordinating with the Volleyball team (ZipfWorks, Inc., 2014). Moreover, the Turkish Airline can promote games in China, which will be a good strategy to create awareness about its strong existence in the market. Celebrity Endorsement The celebrity endorsement is a new and most effective strategy in the modern scenario. Celebrity endorsement depicts that the celebrity advances and lend their name to the company for highlight the product and the services to attract customers and create awareness. Celebrity endorsement will also be useful for Turkish Airline and help to create loyalty and trust of the customers upon the services. Celebrity endorsement by the Turkish airlines will be most appropriate for expanding its brand value over the Chinese market. The Turkish airlines need to assign a popular Chinese Celebrity for the brand endorsement purpose (Airline trends, 2013). The association with a Chinese Star will be an appropriate strategy for the Turkish airlines in order to get higher response from the Chinese people. The company need to be more careful at the time of selecting the celebrity for the promotional campaign. The company should select a celebrity who is respected in the society and is not involved in an illicit activity as well as no involved in other advertisement project. The celebrity should be act as a face of Turkish airline to attract the people and gain sustainability in the market (Kansu & Mamuti, 2013). Communication Mix Public Relation Public relationship is very important factor for every service providing company. Effective public relationship is a strategy, which will strengthen the bonding between the company and customers. In order to strengthen bonding between the two market participants the Turkish airlines have decided to create a strong bond between itself and the customers. After the market analysis, it has been witnessed that the Chinese market is entirely different from the European market. In order to capture the major market share of the Chinese airlines industry the Turkish airlines needs to concentrate over improving the public relationship. The company needs to be more cautious regarding its PR strategies. The company will focus upon building up media relation, social relations and many more (Palaniappan & Ramachandraiah, 2005). The company can engage itself with promotional campaigns to create social awareness and again importance in the market. Media Relation The media relationship is an important factor for creating good reputation of the company. The Turkish Airlines need to create a good relationship with the Chinese media for its better reputation in the market. Continuous advertisement in the news headlines will be preferably a good factor for the company to create awareness. Regular publication of news articles of Turkish airlines by the Chinese media will create a very good impact upon the Chinese people. This strategy will increase the attention of the people towards the company. The company needs to be more careful at the time of paying attention towards building relationship with the media. These types of strategy will help the company to understand the market in a better way (Waters & et. al., 2010). Social Awareness Social awareness is also an important factor, which will be used for creating awareness amid the people regarding the services. The company should indulge itself in the social activity for creating its goodwill among the people and building social bindings with people. The social awareness is one of the better PR strategies. The Corporate Social Structure is a part of the social awareness. Turkish Airlines can plan to appoint the Chinese people in its company as employees. This will create a great impact upon the Chinese market and encourage several people to buy its services (Black & Hartel, 2002). This will help the Turkish airline to establish itself in the Chinese market. Direct Marketing Direct marketing is an important factor, which will be helpful in creating the market structure of the company. The Turkish airlines should launch some special offers for its Chinese customers for creating better scope for and market position. Turkish will focus more on the needs of the Chinese customers by integrating their customs and tradition. There are several other strategies, which will be used for building up a strong and competitive market for the Turkish airlines with a competitive advantage. Direct marketing is an effective communication tool, which will help the company to create awareness and gain a proper understanding about the market and the needs of customer. Sponsorship The company will do some sponsorship, which will be good for the company for increasing its market demand among the Chinese people. Sponsorship towards the annual ping-pong tournament will be a good step for the company as a promotional activity. Company has decided to sponsors the annual ping -pong tournament for attracting Chinese people. The company can also sponsor Chinese film as a brand partner. This strategy will be a better for the company to get a strong market (Pearson Education, 2014). Online Marketing Online marketing is a new and most innovative tool, which is used by most of the companies to establish its brand value among the prospective customers. Online media, social networking sites and web sites are the most important tools of the company. At the initial stage, the company can establish a websites, which will contain help customers to provide their feedback. This feedback will be effective for the company to understand the need of the customer. The company can launch some offers, which will be quite inexpensive in terms of pricing policy. The company will provide the online or the internet advertisements for generating the popularity among the customers (Wensveen, 2010). Creative Theme Scheduling The company intends to establish its new marketing plan in China in the year of 2015. To establish its marketing plan more effectively the company has decided to select the month of October as a golden time for the campaign. October month is the festive time for the Chinese people and they prefers this season for touring and spending holidays. This season is the most important season for gaining more popularity and the getting more opportunities for earning profit. This festive season is very important for every Chinese, so the campaign will be preferably suitable for the company to gain sustainability and profit. The company can launch some special festive packages with some special discounted offers. The company can rename those special packages by using the name of the several festivals. This will be a most suitable and possibly effective creative theme for the company (Privacy Commissioner for the Personal Data, 2013). Resources Integration Resource integration is important for the success of the airline industry. The company proposes to create several different teams for the marketing campaigns. For the online marketing campaign, the company is trying to establish a separate team, which will be looking after upon the online marketing and customer requirements. The resources, such as finances and employees must be integrated properly as per the marketing strategy to gain stability in the China market (Westminster City Council, 2011). Another team will look upon the ticketing departments of the company, which will help in providing better effective services as per the need of customers. The company will hire Chinese people as employees to understand their culture. To get the better response the company will be trained those new hired employees. The marketing department will focus upon brand promotion of the company through several campaigns. Conclusion By reviewing the above paper, this has been notified that the Turkish airlines are one of the famous airlines of Europe, which wants to expand its business in the core Chinese market. The company intends to expand its business in China but it has already failed in earlier basis. Now the company intends to re-establish its business by applying the marketing communication mix. This will be possible by applying traditional marketing communication mix for promoting the company. To make a promotional campaign the company is intended to establish a promotional mix, which will be suitable. The Turkish airlines will promote its brand by making association with a renowned Chinese Football Club for gaining the more popularity. Chinese market is a unique with its own attributes and features. 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