Marketing Communications Plan and Campaign - Assignment Example

New Buses for Corfu Table of Contents Overview of Case 3 Task I 4 Task II 7 Task III 10 Task IV 13 Brainstorming and Idea Generation 13 Screening theIdea 14 Market Research 14 Business Analysis 15 Prototype and Marketing 15 Test Market 16 Commercialization and Measuring the Effectiveness 16 References 17 Overview of Case Corfu is one of the most popular tourist destination located in Ionian Sea, Greece and it is the second largest island in Greek Ionian Islands. Additionally, the fantastic weather as well as the presence of sandy beaches in the location is one of the integral features that make Corfu highly popular among the tourists. Besides, in consideration to meet the requirements of tourists Corfu Transport Authority made agreement with Trivia Buses i.e. the UK bus operator. Apparently, the contract governs the business to manage and operate the services related to transportation within the island of Corfu. In consideration to providing the cost saving approach in the business, business is planning to acquire the new services that would meet with the needs of services. Moreover, during the initial time of agreement Trivia appears to provide it services all across the island. In this consideration, later Trivia bus agency introduces accumulated buses service in order to meet the additional requirement of passengers. However, after six month of operation of Trivia buses in island, business recognizes to make some considerable changes in the route of buses in order to provide access more destinations. Moreover, with the implementation of this approach there was considerable dilemma in inhabitants, as they now have to travel with three different buses to reach their destination. Correspondingly, prior to the agreement of Corfu Transport Authority with Trivia the old public transportation system is very much friendly to the passages. However, with the introduction of Trivia, the drivers were employed to drive buses at those location based on the passengers reports. However, the drivers were provided with inferior wage system in comparison to Corfu Transport Authority. This resulted to lack of affection in the mind of the passengers to avail the services of Trivia and over the period of three years the rate of passengers has been diminished to two third whereby increasing the rate of private transportation. In this regard, the paper intends to highlight the account of failure to provide appropriate services by Trivia Buses in the island of Corfu. Besides, the paper also emphasizes over providing the method through which Corfu Transport Authority can command the transportation system. Additionally, the paper will reflect the benefits of integrated marketing approach to attract larger sections of Corfu’s islanders and tourists to avail the public transpiration system. Task I Transportation is one of the fundamental as well as integral aspects of any economy or society that helps in mobilizing the people from one place to another and maintains quality of life as well as all round development of the location. Besides, the concept of public transport plays an important role in people’s corporation and meets their need of transportation thus; it must focus over the benefit of it in accordance to the progress of the entire society. In this regard, provided case scenario revealed that Corfu one of the most popular destination for the tourist. Additionally, public transportation is regarded to be the integral means with which people travel from one place to another in the island. Apparently, the public transportation was governed by Corfu Transport Authority in the island but with the increase in the demand for the transportation, the authority has decided to sign the contract with one of the UK bus operator i.e. Trivia Buses. On the other hand, Corfu Transport Authority affirmed this approach as cost saving approach. Besides, in consideration to the contract Trivia Buses has been governed the authority to manage and operate the bus service in the entire island. Apparently, in the initial period of contract, the different integrated programs appeared to work well in the island but with the introduction of the some new approaches, the problem in the transportation system became apparent. Correspondingly, one of the major reasons for the failure of the Trivia Buses is regarded to be making the significant changes in the route of busses that the Trivia Buses implemented in the staring six months after getting the contract. Moreover, the prior intention behind the implementation of this approach is to have high level of access towards such part of the island that was difficult to reach in the earlier years. However, this considerably made it difficult to travel some places of the island, as the passengers had to break the journey to reach their ultimate destinations. Likewise, in consideration to the different approaches of conducting break journeys to reach their destination the travelling cost as well as time of journey have been relatively increasing for the passengers. Notably, due to such factors, the approach of public transport is becoming less important for the travelers and people started using the other modes of transportation. Apparently, in the general marketing prospect it can be revealed that people will emphasize over such product and services that will provide maximum benefit to the customers in terms of its cost. Moreover, in the provided case scenario, it has been ascertained that prior to introduction of Trivia Buses the old transportation approach is highly user-friendly to the passengers and people are very much used to it. However, Trivia Buses services are regarded to huge amount of negating approaches towards maintaining cordial relationship with the passengers and maintain a long-term relationship with them. In this context, it can be affirmed that build the superior relationship with the ultimate customers is one of the integral consideration for the business to sustain in this competitive advantage. However, this aspect is been lacking in the Trivia Buses operation which considerable the key reason of the failure of the Trivia transport business. In addition, reduction is the resources of the Trivia Buses are also regarded as key reason for the failure of the business. In this regard, from the provided case scenario it has been reflected that out to the six new articulated buses two of the buses are immensely damaged because of fire, which can be repaired. This has led to reduction in the resources of the business and ultimately the passengers felt difficulty and forced towards opting for the other transportation medium to mitigate their requirements of travelling. Moreover, to meet the demand of transportation services, safety and security in the hand of the passengers remain the prior goals for minimizing crashes, incidents and mishaps. Furthermore, with the significant loss of the two buses safety is becoming the point to question in making the choices of Trivia buses. On the other hand, congestion remains a virtual issue in the transportation system. However, with the considerable loss over the resources of travelling the rate of congestion is likely to remain the major problem of transportation. Thus, in this context Trivia Buses business fails to reduce the rate of congestion in the island. Correspondingly, Corfu Transport Authority by governing Trivia Buses to operate and manage the transportation system and expected that the business significantly allows developing the mode of transport with increasing the overall efficiency. Moreover, the Trivia Buses business fail to assist the authority to reduce the rate of congestion, encourage public transport, and improve accessibility, and maintaining overall quality of life in the island. In this regard, the above mentioned aspects are regarded to be key reason behind the failure of Trivia buses and fail to acquire significant position in the minds of the passengers. Task II In theoretical prospect, market research is process through which the necessary information is collected to determine the success of the new business approach in the real context. Additionally, through market research business can relatively acquire the information regarding the perception of the ultimate customers and trend of the market. In other words, market research is regarded as the process of determining and gathering of information regarding the facts that was not available in the earlier years (Smith & Albaum, 2010). Besides, in the context of the provided case scenario in order to stabilize the transport system of overall market it has been highly important for the Corfu Transport Authority to carry out proper market research in order to determine the prior reason behind why Trivia Buses business fails. In this regard, it can be affirmed that the approach toward marketing research will allow Corfu Transport Authority to ensure the success of the transport system and minimize the possible losses from this sector. Moreover, the practice of the market research will allow the authority to accumulate the possible passengers and understand the need and demands of the passengers, which considerably boost the transportation. In the likely manner, sound market research will possibly allow them to make significant strategies to revert the transport system, as it was earlier. More importantly, the research will enable Corfu Transport Authority to identify the problem in current transport system and work accordingly to meet the problems. Similarly, Corfu Transport Authority has now idea regarding whether they can be able to provide effective transportation in the location or not. In this constrain, proper market research will permit them to determine the possible risk in future and likely to measure the future possibility of growth (Curtis, n.d.). In the general context, there are two methods by which any market research is conducted including primary research and secondary research. Primary research focus over determining or decision making though collection of the data and information directly from the end users on the other hand secondary research focus over making the key decisions in the operation based on the information available in the different secondary sources. Based on the analysis of the circumstances it can be affirmed that primary market research could be highly beneficial for the Corfu Transport Authority to stabilize the transportation approach of bus service effectively and eradicate the possible barriers that passengers are facing. Rationale behind using the primary marketing research is that it allows them to recognize the possible barriers and issues that passengers are likely to face in the current transportation system of the location. Besides, the primary market research can be conducted in various manners that include interview, survey, observation, online survey and focus group among others (Wiid & Diggines, 2010). Apparently, in regards to implement the effective transportation system in the Corfu location, focus group method is regarded as the most useful method. Additionally, this approach of conducting the market research will be conducted on the basis of the gathering people in a group that possibly can have the immense knowledge regarding the problem that current transport system is facing in the location and discuss the issues of market in very efficient manner. Moreover, with the focus groups marketing research method detailed information regarding the tastes and preferences of the passengers can be gathered. The approach of focus group method of market research is regarded as the method of idea generation and future forecasting method were several experts’ opinion regarding the best possible manner in which the transportation system can be established in the region. Additionally, in this method of market research the respondents are voluntarily gathered which is most important aspect for the Corfu Transport Authority to incorporate effective initiative in developing relevant transportation policy in the location. Apparently, this market research method emphasizes towards recognizing the perception of entire population because majority of the people uses public transportation through different questions regarding the approach so that respondents can able to provide their opinions, ideas and recommendation to improve the same (SAGE Publications India Pvt. Ltd, 2010). In regards to utilizing the method of focus group market research, it relatively provides wider scope to discuss and focus towards the key area of discussion. Moreover, the respondents that are included in the survey will be able to develop free as well as open discussion environment, which will allow producing new ideas, which could prove to highly efficient for the authority. Besides, in the context of having this market research for enhancing the transportation system of Corfu it can be affirmed that as other methods of market research it is not static. Apparently, the non-static means will encourage the moderators and focus group to provide possible recommendation that will facilitate to enhance the research objectives. As the market research is directed towards implementing the superior transportation system in the area thus, focus group mechanism of market research is highly beneficial to get in-depth information through which mutual benefit can be realized by passengers and Corfu Transport Authority. However, the rationale behind introducing such method of the market research is that it is quite easy to perform and regarded to be highly cost effective method. On the other hand, through this insight over the topic can be explored that could prove to be difficult to assembled using the other methods. Correspondingly, using focus group method in the market research of Corfu, experts opinion is regarded to be gathered which is going to help in making possible sustainable strategies for development of the transport economy of the region i.e. the prior objective of Corfu Transport Authority. Indeed, the key behind conduction of the research is to come up with effective strategy to tackle with the current problems in the public transportation. Moreover, rationale behind using the technique for the research is that it will help to acquire problem analysis and promoting better sustainable transportation in the location. Additionally, sustainable transportation is among one of the key crucial factors for the development of the economy thus, the research needs to be far most important through acquiring the profound knowledge and view of general public’s who are getting effected social, economic and environmental in the location (Morgan, 2013). Task III Integrated Marketing Communications (IMC) is an approach or the process through which brand prospect is been received by the end users which the business wanted to reach using both traditional and non-traditional marketing mechanism. Additionally, as in the current scenario the approach of the business has shifted from the mass advertising over the niche marketing, it has become increasingly important to focus over the approach of IMC to develop highly cost effective method of campaigns. Besides, the success of any project has been highly dependent over the proper coordination of the different stakeholder who are getting affected thus, the approach of maintaining the co-ordinate communications with the parties getting impacted is also been integral (Percy, 2008). Marketing and communication is integral aspect of connecting with the markets by the mean of communication of the product and services to the customers and different stakeholders. Nevertheless, in the current scenario with the availability of the wider communication and promotional mediums high disseminate messages to the end users. Correspondingly, in the approach of IMC on promoting the aspect of enhancing the Corfu’s transportation system by Corfu Transport Authority could be regarded to play an integral role in communicating the message to Corfu’s islanders and tourist. Besides, IMC will significantly help the authority to integrate various components of marketing to deliver the message over the potential as well as existing customers. Moreover, using the IMC, Corfu Transport Authority will emphasize over the long way of communication and create immense awareness in the mind of potential passengers with minimal amount of cost bearing. Nevertheless, IMC is not only allowing the Corfu Transport Authority to make significant advantage but also reach the majority of respondents through forming direct interaction. On the other hand, it has been expected that by using the approach of IMC, Corfu authority will further promote to enhance their image in the mind of the Corfu’s islanders and tourists because prior to Trivia Buses controlling in the entire island Corfu Transportation Authority has position significant image. Besides, the aspect of the IMC utilizes different making tools including advertising, public relations, and direct marketing among others, which emphasis over delivering similar message throughout the different communication channels. Notably, IMC is regarded to be highly beneficial for ensuring a proper means of communication over the traditional market communication, as it is only focused over to gain the prospect of new customers on the other hand; IMC focuses over maintaining long-term relationship with the customers (Kitchen & Pelsmacker, 2004). Apparently, the customers of public transportation including various people of different demography, age group, social class and culture thus, the approach of using single market communication could not be effective to deliver proper communication to the different mass people. In this regard, by emphasizing over the IMC method, Corfu Transportation Authority will be able to ensure utilization of more specialized media to communicate with different users of the authority bus services. Furthermore, in modern scenario the use of digital media is highly enhancing, which proved to be effective mechanism for the authority to convey the message in an efficient manner. Considerably, with the significant advancement in the technology digital marketing communication has evolved as one of the integral mechanism of communication with wider audiences and use of websites, e-mail, SMS and other social networks. Furthermore, it allows targeting the audience directly with effective communication and reaching wider people using considerable cost effective strategic initiative. In this respect, one of the key advantages is to provide transport authority that is much cost effective mechanism of communication over the traditional media advertisement. Moreover, in this consideration the platform of social media advertisement is proved having a wider coverage of the Corfu’s islanders and tourists to explore the message. The platform of digital marketing will further allow providing a bigger picture of advertisement and stay connected with the customers to a greater extent and develops consumer relationship. Thus, in this regard, in the current era, majority of people across the world are connected with the means of digital environment. This approach will provide significant opportunity to the Corfu Transport Authority to diversify their presence in the location. On the other hand, as Corfu is one of the most popular tourist destinations the platform of digital market will demonstrate to gain significant trust as well as confidence in the mind of tourists regarding effectiveness of transportation of Corfu (Ul-Rehman & Ibrahim, 2011). It can also be affirmed that the platform of digital marketing approach of the communication with Corfu inhabitants and tourists will allow the service providers to personalize the message based on the effective integration of different approaches of transportation inducing the benefits, history and cost effectiveness approach along with high level of flexibility. Besides, digital marketing permits to form relationship building with the different stakeholders that are being affected with the transportation system. Nevertheless, with the due consideration of the fact that digital marketing communication Corfu Transport Authority can overcome the barriers of distance that is relatively faced in other form of communication, as it allows to form direct interaction without and personal presence of the audience (Hemann & Burbary, 2013). Task IV New Product/Service Development (NPD) is referred as the innovative process undertaken to obtain superior degree of competitive advantages having high level of emphasis on various elements including the quality, customization facilities and other factors (Bessant & Francis, 2007). In the general concept, developing the product or services is a small part of the business whereas NPD consists of the entire process starting from the idea generation to launch product into the market. In the context of the provided case scenario, it has been ascertained that launching of latest bus service in Corfu is regarded to be an innovative approach of Corfu Transport Authority (Bagad, 2009). In order to have the comparative analysis of the trend and perception of the Corfu islanders and tourists the NPD process begins with formation of a team followed by the analysis of the typical NPD process. In this aspect, it can be affirmed that it is most effective approach to encourage creative thinking and exchange the idea and information at a wider context. Thus, the seven-step process of NPD has been discussed here under. Brainstorming and Idea Generation Corfu Transport Authority NPD process begins with the process of brainstorming, as the approach of the NPD initial requires gathering of different ideas that should be evaluated as the potential offering for the passengers of Corfu. Moreover, with the process of the brainstorming the team of generates the idea in order to meet the requirements and solutions the passengers’ needs. Besides, considering the aspect of new product/service development multiple brainstorming sessions will be conducted to comprehend the list of the ideas that perceive to provide significant opportunity to meet the challenges of the passengers (Bagad, 2009; Abdullah & Bakar, 2000). Screening the Idea Based on the process of brainstorming the idea that has been generated is been evaluated in the next process in order to isolate the most profitable approach in order to boost the transportation system. Additionally, the higher influence of Corfu Transport Authority engaged in the decision-making will judge the feasibility of the different ideas with numerous research techniques. This approach will assist them to narrow down the attractive options and enhance the possibility to come up with idea’s potential in terms of the benefits, costs, potential profitability and the future scope if it has been introduced in the location. Nevertheless, with the acceptable ideas, Corfu Transport Authority moves towards the succeeding step of NPD process (Bagad, 2009; Abdullah & Bakar, 2000). Market Research In regards, to measure the perception of the passengers in relation to the current scenario of the Corfu transportation system and changes that needed to be implemented extensive market research needs to be performed. Moreover, market research will assist the authority to identify the systematic way of collecting and interpreting information about current perception of inhabitants in order to ensure accuracy in the decision and measure that are to be taken to mitigate the challenges (Esomer World Research, 2014). Thus, in order to ensure the transportation system that authority is planning to introduce is highly efficient. In this context, Corfu Transportation Authority will take considerable advantages from market research, as it helps in identifying opportunities in the location to improve the transportation system (Bagad, 2009; Abdullah & Bakar, 2000). Business Analysis After the in-depth market research regarding the perception of the passengers over the difficulties, they are significantly facing in the location and possible recommendation as well suggestion to improve the transportation system Corfu Transportation Authority emphasizes over analyzing the mode or the feature that helps to mitigate the challenges. Besides, the analysis is done to estimate the demand as well as the profitability aspects and establish the underlying resource requirements. Moreover, the approach of the analysis of the different aspects will enable the authority to estimate the different cost that it needs to include to revert back the transportation system, as it was in the earlier scenario. The cost will include the aspects of development costs as well as the operational costs, which relatively help them to determine the probable profitability (Bagad, 2009; Abdullah & Bakar, 2000). Prototype and Marketing Prototype is regarded as the process involved with testing the success approach of the final product or the services prior to its launch in the market. Besides, in the aspect of transportation system it has been integral for Corfu Transportation Authority to test new bus service in Corfu to recognize the possibility of accomplishment of the same. With this mechanism, the authority can ask the passengers regarding the changes they likely to require further enhancing the transportation system in the location. Apparently, marketing specialist of Corfu Transportation Authority are trying to develop an integrated marketing message and approach more and more people regarding the new offering in the transportation system. Moreover, the aspect of prototype launch will enable to estimate the possible profitability and growth of transportation within the location. Nevertheless, in order to make the service approach of new bus service in Corfu successful, it is important that proper marketing communication be performed to inform and attract passengers to avail their offerings (Bagad, 2009; Abdullah & Bakar, 2000). Test Market Test marketing remains the integral aspect for the Corfu Transportation Authority prior to the lunch of new bus services in the larger extent, as it is regarded to be a process of introduction of new bus service in the relatively small-scale market. However, it will allow them to recognize the extent to which new bus service could be successful in the market and if it fails in such test then they can possible find the reasons of failure. Moreover, by making the necessary changes the risk of rejection in the large market can be minimized to a considerable extent (Bagad, 2009; Abdullah & Bakar, 2000). Commercialization and Measuring the Effectiveness Correspondingly, if the approach of the test marketing of the new bus services is successful in formulating the final step of the NPD i.e. commercialization of the new service offering will be introduce in the large extent in the entire Corfu location. Besides, the final product or service of Corfu Transportation Authority will be lunched ensuring the superior quality and pricing mechanism and mitigating the problems that are initially faced by the passengers to ensure differentiation (Bagad, 2009; Abdullah & Bakar, 2000). References Abdullah, M. A. H., & Bakar, M. I. H., 2000. 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