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Marketing campaign by Easyjet - Assignment Example
Integrated marketing communication strategy refers to coordinating and integrating various communication channels of the company in order to deliver a consistent, clear, compelling message about the company and its products…
A contribution to the profitability of business is always the ultimate aim of e-commerce. Leading companies, to access it, set an internet contribution target to achieve certain proportion of sales via the channel. When EasyJet launched its e-commerce facility in 1998, it sets an internet contribution target of 30 percent by 2000. To achieve this, they put the resources and communication plan in place and their target was reached by 1999. Assessing business contribution becomes difficult to a company who is not selling its products online. The role of internet to influence purchase should be judged. Contributions of service from e-channels are required to be assessed. The market share should be increased by EasyJet through serving its services to all the government agencies and offices and also focussing on customers who want the services at low prices. For serving the services to customers at low prices company should take some serious steps and should manage the flow of customers online rather than the traditional desk system. Elimination of middlemen will not require EasyJet to pay any commission to any travel agencies and agents and this strategy help the EasyJet to reduce its costs and also to serve its customers in a better manner.