Marketing Communications Report. Communications Strategy with Budget and Timings Plan

A Report Outlining a Marketing Communications Campaign for Saga Holidays and its Potential Customer Loyalty Scheme

Business & Finance, Marketing & Sales
Cover of the book Marketing Communications Report. Communications Strategy with Budget and Timings Plan by Luke Gipson, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Luke Gipson ISBN: 9783656969877
Publisher: GRIN Verlag Publication: May 29, 2015
Imprint: GRIN Verlag Language: English
Author: Luke Gipson
ISBN: 9783656969877
Publisher: GRIN Verlag
Publication: May 29, 2015
Imprint: GRIN Verlag
Language: English

Project Report from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1st Class / 77%, University of Kent (Kent Business School), course: Business Administration (Marketing), language: English, abstract: The Saga Group is the UK's leading provider of products and services targeted to people aged 50 and above. These include insurance, personal finance, the 7th most read paid for magazine in the UK (Press Gazette, 2013) and holidays. Saga Holidays is exploring a loyalty scheme proposal and the report provides a concept and comprehensive communications plan. The report provides a contextual analysis of the UK travel industry and outlines that Saga offers holidays which are focused on value and quality. This is supported with a perception map which highlights how there are a number of competitors within the all-inclusive segment. Following this is a SWOT analysis outlining the internal capabilities and the external options of Saga Holidays. Based on primary research with 50 respondents and secondary sources the segmentation of the target customers has identified 3 groups who the loyalty scheme should be targeted at. The Saga One loyalty card rewards the customer with what they want. Saga One is a customer focused loyalty scheme offering exclusivity, experiences and most importantly simplicity. The strategy suggested is over a 12-month period and in total has 6 objectives that it will seek to achieve by applying the DRIP framework and pull strategies. Based on the strategic analysis the communications mix uses a combination of above and below the line methods. The scheme will be communicated using Sagas well-established channels and advertising, the report presents pre tested concepts in Appendix P. The Saga One loyalty scheme has three key themes of Exclusivity, Experience and Simplicity, these fit into the 'Wow' trend of loyalty. The key segments are targeted using a combination of Internet, Advertising and Public Relations to provide the most effective coverage within the budget set. Finally the report provides a full budget and Gantt chart for the 12 months of communicating the loyalty scheme. In order to use the time effectively, the majority of activities are 'dip' related in order to keep customers aware of the loyalty scheme and what it represents.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Project Report from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1st Class / 77%, University of Kent (Kent Business School), course: Business Administration (Marketing), language: English, abstract: The Saga Group is the UK's leading provider of products and services targeted to people aged 50 and above. These include insurance, personal finance, the 7th most read paid for magazine in the UK (Press Gazette, 2013) and holidays. Saga Holidays is exploring a loyalty scheme proposal and the report provides a concept and comprehensive communications plan. The report provides a contextual analysis of the UK travel industry and outlines that Saga offers holidays which are focused on value and quality. This is supported with a perception map which highlights how there are a number of competitors within the all-inclusive segment. Following this is a SWOT analysis outlining the internal capabilities and the external options of Saga Holidays. Based on primary research with 50 respondents and secondary sources the segmentation of the target customers has identified 3 groups who the loyalty scheme should be targeted at. The Saga One loyalty card rewards the customer with what they want. Saga One is a customer focused loyalty scheme offering exclusivity, experiences and most importantly simplicity. The strategy suggested is over a 12-month period and in total has 6 objectives that it will seek to achieve by applying the DRIP framework and pull strategies. Based on the strategic analysis the communications mix uses a combination of above and below the line methods. The scheme will be communicated using Sagas well-established channels and advertising, the report presents pre tested concepts in Appendix P. The Saga One loyalty scheme has three key themes of Exclusivity, Experience and Simplicity, these fit into the 'Wow' trend of loyalty. The key segments are targeted using a combination of Internet, Advertising and Public Relations to provide the most effective coverage within the budget set. Finally the report provides a full budget and Gantt chart for the 12 months of communicating the loyalty scheme. In order to use the time effectively, the majority of activities are 'dip' related in order to keep customers aware of the loyalty scheme and what it represents.

More books from GRIN Verlag

Cover of the book Anomietheorie und Labeling Approach by Luke Gipson
Cover of the book Der Buddhismus in der westlichen Gesellschaft by Luke Gipson
Cover of the book Sportsoziologie als Teildisziplin der Soziologie by Luke Gipson
Cover of the book The Demarcation of Inflection and Derivation by Luke Gipson
Cover of the book Posttraumatische Belastungsstörung. Eine Wunde der Seele? by Luke Gipson
Cover of the book Historische Computerspiele im Geschichtsunterricht - Ein Beitrag zur Kompetenzentwicklung? by Luke Gipson
Cover of the book Unternehmenswertorientiertes Controlling und Intangible Assets by Luke Gipson
Cover of the book Bilanzierung von Renditeliegenschaften nach IFRS by Luke Gipson
Cover of the book Frauenspezifische Probleme auf dem Arbeitsmarkt by Luke Gipson
Cover of the book Das Capital Asset Pricing Model by Luke Gipson
Cover of the book 'Kinder der Not': Die Kartellproblematik seit dem letzten Drittel des 19. Jahrhunderts by Luke Gipson
Cover of the book Yorkshire Dialect in 19th Century Fiction and 20 th Century Reality. A Study of Dialectal Change with the Example of Emily Bronte's Wuthering Heights and the Survey of English Dialects by Luke Gipson
Cover of the book Das deutsche Hochschulsystem von 1945 bis heute - Strukturen, Probleme, Reformen by Luke Gipson
Cover of the book Mit Musik zu aufmerksamer Gelassenheit by Luke Gipson
Cover of the book Ermittlung der Instrumente zur Messung und Steigerung der Effizienz in Non-Profit-Organisationen by Luke Gipson
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy