Marketing Communication Performance in case of Whitepot Ltd
Table of Contents
1.2 Research rationale.
1.2 Research aims and objectives.
1.3 Research questions.
2.0 Literature Review.
2.2 Marketing Communication and marketing performance.
2.3 Benefits and pitfalls of market communication.
2.4 Models and frameworks.
3.2 Research philosophy.
3.3 Research design.
3.4 Research approach.
3.5 Research methods.
3.6 Data sources.
3.7 Sampling technique.
3.8 Data analysis technique.
3.9 Ethical issues.
4.0 Research timeframe.
Marketing communication refers to the promotional activities of a business to interact and deliver messages regarding products, services and brands to its target and potential customers. The rapid development of information technologies and disruptive communication technologies are fundamentally changing the landscape of marketing communication of businesses in the current business world (Brassigton and Prettitt, 2015). Thus, businesses need to plan, integrate, and implement marketing communication effectively to elicit measurable outcomes (Palmer, 2014). WhitePot Ltd is a successful SME in Northern Ireland. It has grown up dramatically from a single tile retail store to one of the biggest importers, manufacturers, distributors, and retailers of ceramic and tile products in Ireland (Homburg et al., 2017). WhitePot Ltd has developed diverse commercial activities in four competitive, challenging and interlinked markets. That is why effective marketing communication is essential for its business to gain sustainable competitive advantages.
1.2 Research rationale
SMEs in the UK make up 99% of its local economy. However, most of the marketing researches has focused on big organizations (NISRA, 2017). Businesses (mainly SMEs) in the UK are facing an ever-increasing challenge to reduce marketing costs and gain expected marketing outcomes (Amber and Roberts, 2018). Stewart (2018) claimed that the inability of effective marketing weakens its standing to show the expected performance of firms. Marketing Science Institute (2016) said research into the measurement of marketing performance has been a significant issue for businesses in the UK to save marketing from this crisis of confidence. Rust et al. (2014) stated powerfully that effective methods of assessing marketing productivity have now been essentials for businesses to raise marketing vitality and firm performance.
1.2 Research aims and objectives
The aims of the proposed study are to critically evaluate the performance of marketing communication of Whitepot Ltd, and provide suggestions on how it can improve its marketing communication performance.
- To identify benefits and pitfalls of marketing communication in term of SMEs of UK
- To review the models and frameworks related to the marketing communication and performance
- To evaluate the performance of marketing communication practices in Whitepot Ltd
- To identify practical marketing opportunities for Whitepot Ltd to enhance its process and improve sales and revenues
1.3 Research questions
- What are the benefits and pitfalls of marketing communication in terms of SMEs in the UK?
- What models and frameworks have developed overtime related to marketing communication and performance?
- How effectively do the marketing communication practices in Whitepot Ltd?
- How can Whitepot Ltd enhance its marketing communication process and improve sales and revenues?
2.0 Literature Review
This chapter critically reviews the previous theories, models and literature developed on marketing communication and its performance measurement overtimes. The first section of this chapter reviews the literature on marketing communication. Then, this chapter reviews the literature on marketing performance and existing measurement tools of marketing performance. Next, this chapter reviews the uses of a balanced scorecard in the communication area and the most common matrix (KPIs) for measurement of communication performance.
2.2 Marketing Communication and marketing performance
There is huge research done on marketing in general. However, as marketing and communication are separate concepts, it is essential to distinguish the line between them. Vorhies and Morgan (2015) marketing refers to a function that responds to market and customer demand. In return, marketing responds to the needs and expectations of the business itself. Therefore, in order to meet the needs of customers and businesses they need to communicate with each other. As a result, marketing communication refers to the sharing of information regarding business and products in an effective and efficient way to the target and potential customers. Marketing communication also aims to promote information in the target market. Weber (2014) stated that marketing communication increased brand awareness and promotes customer relationships. Kotler et al. (2014) defined marketing communication as a marketing mix of product, price, place and promotion, where marketing communication falls under the rubric of promotion. Businesses use several promotional techniques to share their products and service information with target and potential customers. This definition is supported by Nelson (2018) and viewed that marketing communication aims to deliver a message of products and services to the right target audience to drive business growth and performance.
According to Feder (2015), in spite of establishing research, the literature has failed to provide an explicit definition of marketing performance. Clark and Ambler (2015) said marketing performance is multidimensional in nature which is why it is difficult to provide a clear definition. Vorhies and Morgan (2015) said marketing performance different between organizations. This is because the efficiency and effectiveness of dimensions of marketing dimension vary from businesses to businesses. Homburg (2017) viewed the term “marketing performance” as the efficiency and effectiveness of marketing activities of a business related to its market-based goals and objectives like market share, business growth, sales and revenue, and profit……………