Write a 11 page essay on Marketing Communications, Application of Theories to Practice.
The most favorable situation is the rapid technological advancement across countries. The use of internet has increased drastically over the years and thus has become the most popular medium of communication by most organizations. Also, there has been an increasing number of teenagers using the internet which makes the internet the most effective medium of marketing communication for brand development (Neuez, 2003, p.4). It is also seen that teenagers are the largest consumers of chocolates. The conventional method of marketing communications in the chocolate industry in the UK has been the electronic media. However, the chocolate market in the UK looks bright. There is also a high demand for fast food in the nation. One of the close competitors in the field is Cadburys. However, the market share of the company has recently fallen. “Data from Nielsen, the market research company, showed Cadbury’s chunk of the chocolate market by value slipped 1.7 percent to 29.8 percent last month, the first time that it has fallen below 30 percent all year” (Boyle, 2009). This situation could be used to the company’s advantage. However, there is one drawback that it would be confronting with. It might confront with a dip in the demand for chocolates as a majority of the population greatly suffers from obesity.
Scholars and marketing practitioners have been abandoning the approach of the marketing mix and increasingly focussing on the process of relationship marketing and marketing communication strategies. Relationship marketing is defined as the process of establishment, development and maintenance of successful relationship exchanges. The activities involved focuses on decreasing exchange uncertainties and creating customer collaborations and commitment by gradually developing and adjusting with the mutual norms and routines (Andersen, 2001, p.168). If the customers can be retained over a number of transactions, both .the sellers and the buyers may gain profits resulting from the previous transactions. .