Discuss about the Marketing Communications on Brand Development.
The process of building and maintaining the marketing communications is an important aspect of the growth of the company where in the branding is the key to success and visibility of the company (Aaker, 2009). Australia, in recent times, has emerged as one of the rapidly developing economies in the world owing to the high end industrialization and entry into market sector like manufacturing and production of Automobiles and electronics that had earlier not been explored.
This has lent a major competitive edge to the companies who wish to add a cost benefit to the products and services that are being offered to entertain the competition met at a global platform. In order to increase the revenues that are generated, each organization needs to engage in a lengthy and elaborate process of branding and image building (Balmer, 2011). This helps the company in seeking the market space that it needs to first introduce the product and then to define the space to retain. In either case, with the advanced use of Internet and IT, Branding has also been improvised with usage of internet and online tools to enhance the brand value of a company.
This paper aims to understand the value of Branding and correlate it with the necessity of the marketing communications to engage in practical and customized branding practices. It also explores the impact of marketing process on branding. Hence, the choice of the research topic is well justified. The choice of Australia as a country can be correlated with the fact that Australia is the fastest emerging economy where in the recent years have seen tremendous change in growth, both in the economic reforms and the response of the international markets to Australian Products where Virgin Australia a popular Airlines Company was selected in the study.
Marketing communications are the responsibilities of business towards its customers because they show impact on the success of the business. While considering the business responsibility, business and organizations are paying attention towards achieving a business goal and the brand objectives that are mentioned in a marketing communications plan. The plan is implemented by a business to owing to the activities as these brand agencies and communities make a difference in the business. How does a business achieve success and growth totally depends upon its involvement of brand responsibility and an interest in environmental issues that are trying to reduce. A business is mainly interested to create and produce such goods that are highly in need of the customers and are demanded as per the society. At this end, companies voluntarily engage in the brand activity and environmental concern. But the major problem identified was that most of the organizations are failing themselves in managing marketing communications for increasing and maintaining their brand image across global markets. Especially, Virgin Australia is facing huge issues in recent times in maintain their branding using effective marketing communication plans. Due to lack of effective use of marketing communication plans and strategies, Virgin Australia faced issues with its customers and competitors in terms of brand recall.
Each research to be conducted has to follow a defined path towards the objectives of the research that has been predefined. This ensures that the research conducted justifies the selected subject and also provides a comprehensive display of research and findings that would be concluded once the data has been assimilated. The primary aim of the study is to identify the impact shown by marketing communications on branding process of the organizations by taking Virgin Australia as Example Company. In order to achieve the aim of the study, the objectives that need to be achieved are:
To identify the marketing communication factors that influence the branding process of the organizations integrated with the relative trends of internal and external factors that promote or limit the growth of organizations.
To study the role played by marketing communications in maximizing the brand value of the company
To study the impact shown by marketing communication strategies upon branding
To identify the marketing communication and branding issues seen in Virgin Australia
To recommend certain marketing communication strategies and plans to Virgin Australia for overcoming its current branding issues.
What impact does marketing communications show upon branding process of the companies?
Does an effective marketing communication strategy result in increased brand value?
What branding and marketing communication issues are seen in Virgin Australia?
What strategies should Virgin Australia follow to overcome its current issues?
The main objective of the research is to stimulate the data and the concern that the marketing communications plans are carried out for increasing organizational brands. This makes a clear understanding that the research methodology is applied and implemented at this end and the main aim is achieved by giving an understanding that marketing communications of the business is very important for any business to strive at the competition that is faced in the market. Even in the companies, where the corporate plans are set, the main and the primary objective of the company is to satisfy the customer and even the employee satisfaction.
The research suggests that the marketing communications matter for each industry as customers do impact over the success of the company and they are affected negatively or positively as per the company treats them (Fiorina, 2009). The main objectives and the aim of the research is set to carry the research methodology in such a manner that it is reflected as considering the profitability of the business and even the brand response that is now an integral part for the organization success.
As defined, marketing communications is an enlarged concept that were in the companies integrate environmental concerns and the brand issues in a business operation and this may lead to interaction of customers for an existing and a voluntary bias. Marketing communications is actually about managing the change that in a socially responsible manner in some different manner (Kesaprakorn, 2009).
This is the prime cause of the dependence between the practical reasoning that can be induced and the relationship a company is able to share with its customers. With the factor that the business is being monitored and scrutinized with the public eye, such a worry has been resolutely decided. In accordance with the work orders that have to be fulfilled there always remains an element where in the brand impact of the different action needs to be identified with respect to the impact of the business decisions (Fiorina, 2009).
The research study is a very essential study that matters for the company to find out the importance and the results of marketing communications in the company. As it is an integral part, it becomes necessary to survey the results as per the research. The research literature presents an understanding as of why these plans are important and how marketing communication strategies increase product or service brand.
There are various elements of a marketing mix where in the companies can apply different modes of branding such as traditional methods of advertising and Classical Marketing mix. Event and sponsorships create a socially responsible image for the company. Internet and marketing have been detrimental to the success of the Branding in case of Organizations in Australia owing to the visibility of the company such that the branding is able to seek its space in the market.
It is also imperative to note that a justified use of time and resources along with brand media and internet branding techniques give the company an opportunity to increase the effective communication with the companies and a better opportunity in creating a brand Image. An infographic survey reports that more than half of Twitter and Face Book talk about or majorly promote a product that is associated with the customer on brand media (De Chernatony, 2010). Australia has seen a drastic change in the economy in recent years owing to the different reforms and political initiatives that were taken to liberalize the country in terms of business and exports. In order to meet the competition that surfaces in the global market, an appropriate marketing and Branding strategy is the most imperative factor in determining the success of the organization.
Brand management: The marketing communication strategies have been helping Australian organizations improved the way in which the products and services are marketed. The usage of web marketing has increased among various organizations in Australia (Urde, 2012).
Delivering competitive advantage: The organization implements IT-dependent programs such as organizational learning, customer intimacy and business process reengineering that proves to be very valuable in achieving business goals and objectives. This delivers the company with long term competitive edge over its rivals.
Enhancing customer support as well as satisfaction: A higher level of customer satisfaction cannot be achieved by any organization until and unless it employs a real time effective customer support process. Some of the channels that the organization uses are webinar, brand media, online sellers, smart phone and email. The key marketing strategy was to maintain the customer relationship management (CRM) system to keep a record of valuable data for the purpose of gaining an understanding future trends and customer and if the customers are happy then the brand value increases.
Figure 1: Conceptual Framework
Source: Own
There are different kinds of research methodologies used by researchers in different studies; qualitative and quantitative (Creswell, 2013). The research methodology that will be adopted to complete this research is qualitative research method. It will allow the researcher to gain a thorough understanding role played by marketing communications in increasing branding, and also gets to identify and analyse the effect of marketing communications role in increasing branding. This is because the qualitative research method primarily focuses upon determining the nature of the impact of something on affected population.
In this case, the selected research methodology will help the researcher minimise the context error by making use of marketing information as part of the primary data collection technique. Qualitative research method requires a small focused sample instead of large random sample sizes (Creswell, 2013). Both primary and secondary data is analysed in most qualitative research papers. The primary data is the first-hand data or the data gathered from information source and has not undergone any examination or analysis previously. Conversely, the secondary data comprises information collected and examined by researcher through sources like media, journals, etc.
The qualitative research methods that have been used here include in-depth interviews using open-ended questionnaire, and analysis of secondary data. A combination of diverse and different data types and sources has been used to conduct an effective research. The sources for information on the research topic include both types of data, i.e. primary data and secondary data. The primary data will be collected by means of conducting interviews. The sample size for carrying out the interviews for collecting primary information would comprise a total 50 research participants form Virgin Australia, where 25 are the customers of Virgin Australia and the rest 25 are the employees of Virgin Australia.
In order to conduct the interviews, a questionnaire will be developed, which will comprise of open-ended and close-ended questions. The questionnaire will be emailed to employees and customers of Virgin Australia so that they can give their responses at their convenience. The primary data collection is time-consuming and hence data gathered through it is not sufficient to meet the requirements of this study. Hence, secondary research is also conducted to gather information. The secondary data, on the other hand, would comprise media reports, internet materials and published research. The secondary data will be carefully extracted, and thoroughly studied as well as analysed for drawing relevant inferences or conclusions. This research method is quick as compared to primary data collection method.
In order to organize the study effectively, an action plan is created, which lists all the activities to be undertaken during the research. There are many activities to be undertaken during the study including finding a topic, seeking its approval, drafting the proposal, data collection, drafting the study and proof-reading it. In order to conduct the research the choice of the tools and methods relies on the subject and the final analysis that has to be derived. In the research topic that has been chosen, the various elements of the research such as type of research, philosophy of the research to be conducted and the methods of data collection need to be identified in accordance with the needs of the research paper.
Qualitative research pertains to the process of research that depends on assimilating qualitative data where in the data collected pertain to non-numeric and abstract definitions and explanations of the concept. On the other hand, the other suitable approach would be to conduct a Quantitative analysis where in facts and numbers form the basis of the findings after the numeric and real time data has been evaluated (Creswell, 2013). As per the course of the research that is to be conducted, A Qualitative research will be conducted to analyze the present trends and marketing and branding process of Virgin Australia with an effective explanation of how marketing communication strategies induce the branding and subsequent growth.
The data to be assimilated for findings and analysis is of two basic types. Primary data is the first hand data that is collected such that the research entails a process where in the data is assimilated through firsthand experience. This involves choosing a sample of respondents and relent participation in surveys, interviews and groups Discussions such that personal opinions and effects can be captured. On the other hand, secondary data collection is a process where in the research aims to attain the objectives by entailing a further study of the researches that may have been conducted prior. This involves a thorough and in depth study of books, journals, papers and articles that have been published on the same subject.
For the chosen research subject, a mixed approach that would include a questionnaire for assimilating primary data and a detailed study of the previous articles, books and journals to complete the secondary research would be used.
A Defined set of 50 research participants would be targeted for the survey that would be circulated either through email or in person such that the the present practices in the respective companies can be defined. Also, along with the questionnaire an interview with some of the employees and customers of Virgin Australia will also be conducted to develop case studies to further lend weight age to the study being conducted.
A research needs to adhere to the ethics associated with the research in order to comply with the basis of the morale associated with the research. It has been ensured that the participation of the respondents was voluntary and not forced upon or leveraged in any circumstance. It has also been ensured that the privacy of the respondents has been maintained. Thirdly, the answers that were assimilated were kept under security in order to curtail and tampering and the details of the respondents have been strictly used in the process of the research and not distributed to any third party per say.
Even though the research would be effectively planned and shall adhere to the timelines that have been specified, it might face certain limitations as per the norms and regulations to be followed. Based on Assumptions, some of the research limitations that can be faced are:
More time should be allotted to the study for better efficacy of the results and findings
Hesitation of the respondents in sharing the details of their companies
Time constraint to conduct the interviews and surveys owing the dependence of the process on the availability of the respondents
Limited access to internal company reports in case of case studies and secondary research
To make the study clear, it is divided into five chapters as Introduction, Literature Review, Research Methodology, Analysis and Discussion and Conclusion.
This is the first chapter, which discusses the topic in brief. This chapter lists the research aims and research question that will be required to be addressed in the study. It also introduces the scope of the research and gives a brief of the following chapters
This chapter will discuss the topic in detail and is based on the secondary data gathered by referring the peer-reviewed journals and articles. The focus will be on discussing the use of marketing communications in increasing organizational branding. Overall, the use of the effective marketing communications has reduced the barriers to innovation thereby blazing new paths to innovative business models, products and services. The company has used advanced technology to build a positive image in the technology industry.
This chapter will provide account of the research method adopted to gather data in the study. Interviews will be conducted among employees and customers of Virgin Australia about their branding process and use of marketing communication strategies to gain brand advantages. Also, secondary research will be gathered in order to establish the research objectives.
This chapter will discuss the responses of the employees and customers recorded by interviewing them. It also discusses the secondary data of the literature review.
This chapter will conclude the study and provide recommendations for Virgin Australia in order to get branding benefits using marketing communication strategies.
A total time period of 12 weeks has been requested for the research. A periodic breakdown of the work structure can be given as:
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Selecting, Finalising and Justifying the Topic selected for the research |
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Identifying the Research Aim and Objectives |
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Developing the research methodology to be followed |
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Completion of the Secondary research |
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Drafting the Questionnaire |
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Conducting the Surveys |
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Conducting Interviews |
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Assimilation and analysis of data collected |
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Assimilating findings and conclusions |
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Rechecking the document and proofreading |
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Final Submission |
The overall budget for the project was around $3000 because the study needs interviews and surveys that involves participants from different areas.
Overall it can be indicated from the above proposal that this study will be focusing towards a crucial area. The findings of the study can be used in the future to use enable the start-ups determine that how should companies use marketing communication for increasing brand value. Also, it can be indicated from the report that the use of marketing communication strategies by Virgin Australia has opened up many platforms to manufacture new products and cater to the needs of the consumers. The case of Virgin Australia a popular Airlines Company is taken in the proposal. The primary research will gather the opinions of customers and employees of Virgin Australia on their marketing and branding process. It is expected that they have highly benefited from it and also it has helped them cope with the competitive environment effectively.
When CSR plans are thought to be implemented, the major objective is to have a good communication and even fulfill social responsibility. Social responsibility towards the suppliers, customers, community, government and colleage have become important because strong financial business is making ways to reach to their customers and give them benefits while communicating their needs and the reviews regarding the products or the services. It becomes a problem for the society when these strategies are not fulfilled because organizations are working for benefit of customers and primarily for Organizations.
References
Aaker, D.A., 2009. Managing brand equity. simon and schuster.
Balmer, J.M., 2011. Corporate identity, corporate branding and corporate marketing-seeing through the fog. European journal of marketing, 35(3/4), pp.248-291.
De Chernatony, L., 2010. Creating powerful brands. Routledge.
Keller, K.L., 2013. Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, pp.1-22.
Van Riel, A.C., Liljander, V. and Jurriens, P., 2011. Exploring consumer evaluations of e-services: a portal site. International Journal of Service Industry Management, 12(4), pp.359-377.
Jo Hatch, M. and Schultz, M., 2012. Relations between organizational culture, identity and image. European Journal of marketing, 31(5/6), pp.356-365.
Urde, M., 2012. Brand orientation: A mindset for building brands into strategic resources. Journal of marketing management, 15(1-3), pp.117-133.
Creswell, JW (2013). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Chang, H. H., and Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), pp. 1687-1706.
Hart, DM (Ed.). (2003). The emergence of entrepreneurship policy: governance, start-ups, and growth in the US knowledge economy. Cambridge University Press.
Juntunen, M., Juntunen, J., and Juga, J. (2009). Corporate brand equity and loyalty in B2B markets: A study among logistics service purchasers. Journal of Brand Management, 18(4-5), pp. 300–311.
Naudé, W, Gries, T, Wood, E, and Meintjies, A (2008). Regional determinants of entrepreneurial start-ups in a developing country. Entrepreneurship and Regional Development, 20(2), pp. 111-124.
Tsang, EW (1994). Strategies for transferring technology to Australia. Long Range Planning, 27(3), pp. 98-107.
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