Marketing Principles (BUSI 3313)
Ms. Kumarashvari Subramaniam
December 14,12
Rawan Al-Askar ID#201001452
Deema Al-Otaibi ID#200800397
Nouf Al-Essa ID#200900466
Mai Al-Fozan ID#201000193
FedEx Marketing Communication Channels
Executive Summary
This report will carry out an extensive analysis of employees’ and customers’ views on the company FedEx, in order to come up with a well-informed synthesis on the status of the company in the market. The paper will achieve this by carrying out a study of employees and customers of the company’s services, and analyzing all of the responses they give on the effectiveness of the company’s marketing communication channels, and how they have succeeded or failed in helping the company maintain its top position in the market.
In the end, we shall realize the company’s communication strategies in marketing have been quite effective so far and have largely attained their purpose, which explains why the company has maintained its position at the top. At the same time, the paper shall identify some of the areas that the company needs to improve in order to consolidate this position among all customers in all countries of the world in which it operates.
Contents
Executive Summary 2
Introduction 3
Literature Review 5
Personal Communication 5
How Companies Stimulate Personal Communication 6
Non Personal Communication Channels 8
Channels of Promoting Sales 9
Research Methodology 10
Survey Questions 12
Data Analysis 12
Conclusion 20
Recommendations 21
Why FedEx’s Marketing Efforts are the Perfect Package 23
23
FedEx launches fully integrated campaign, featuring e-mail, direct mail 26
http://www.financialpost.com/markets/news/Bite+Bourne+Merge+Create+Global+Marketing+Services+Agency/7625654/story.html 27
Bite and Bourne Merge to Create Global Marketing Services Agency 27
http://www.sacbee.com/2012/11/20/4999907/creativity-reigns-at-the-halo.html 29
Creativity Reigns at The Halo Group as Michael Gambino is Named Executive Creative Director 29
FedEx Keeps Friends Connected with the Launch of an Innovative, New Facebook Shipping App 31
http://postandparcel.info/51866/news/companies/fedex-express-expands-network-in-europe-middle-east-and-asia/ 33
FedEx Express expands network in Europe, Middle East and Asia 33
Taiwan to Memphis 33
Paris to Gdansk 33
Dubai 33
Introduction
In today’s corporate world, communication channels are a key determinant in the success of a business. Businesses have been caught up in a communication evolution, largely prompted by the rapid expansion and advancement in the technological advancement in the Information and Technology sector. The success of every business today is determined by the effectiveness of its marketing communication channels, and those with such elaborate channels have been found to do much better in business efficiency than those without.
There are many communication channels today than there was one decade ago. These channels provide for both the formal and informal platforms, with the internet carrying the lion share for the most popular and easily accessible communication channels. It is common today for companies to communicate with their clients using social sites such as Facebook and Twitter. The older channels of communication like banners, posters, newspaper adverts, and radio and TV commercials, however, continue to be used in marketing efforts, to compliment Internet usage. These older forms are more popular among older generation, who could not be favorites of the Internet as such, compared to the younger generations.
One such company that has not fallen short in adopting such elaborate communication channels for its marketing efforts is the American courier company FedEx. The company has been growing its presence in the country and other countries around the world because of its adoption of sound marketing communication channels. The company has established a good name for itself in China and South Korea among others, because of the management’s relentless efforts to increase the company’s customer base.
Five years ago, the company embarked in a campaign for its brand recognition, which pushed the company into the world fifth most recognized company, all attributed to its award winning and highly compelling advertising and promotional campaigns. These high flying marketing services have been channeled through the right communication channels, ensuring that they reach a wide array of people all over the world. Besides the effective marketing strategies, the company endeavors to couple these efforts with offering high quality services, leaving customers with good words for the company in all aspects.
The purpose of this paper is to explore the current marketing communication channels as adopted by FedEx in an effort to reach out to its target market. The paper will also analyze some of the most popular communication channels, which include the social sites and the internet in general, as well as analyze their effectiveness in achieving the communication goal. In the end, the paper shall assess how likely the strategic channels will be in withstanding the current and future marketing needs for companies, and how they will cope with the ever changing communication technology.
Literature Review
Marketing communication includes the means by which a company informs, reminds, and persuades consumers to purchase its products and brands. These means are reached directly and indirectly to target consumers and effective methods are needed to achieve this function (Barnlund, 2008). A number of marketing channels are used for this purpose, and they include both the personal and non-personal channels. The use of either of the channels depends on the nature of the message being sent, the purpose that the message is intended to play, and the type of population being targeted for receiving the message. Within each of the channels, there are quite a number of sub-channels that act as intermediaries for the major channels (Barnlund, 2008). These channels and sub-channels work together to form a marketing mix, which comprises of six major alternatives for marketing functions. These alternatives include advertising, sales and promotion, direct marketing, personal selling, events and experiences, and public relations and publicity (Strokes, 2008).
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