Marketing Communications Proposal - Essay Example

Running Head: Marketing Communication Proposal: Alliance and Leicester Marketing Communication Proposal: Alliance and Leicester of the Name of InstitutionWord Count: 596Marketing Communication Proposal: Alliance and LeicesterContext AnalysisCustomer ContextAlliance and Leicester is considered to be one of the largest and most popular financial institutions in the United Kingdom. It has more than one hundred million internet banking registered users (A&L Strengthens Web Service with Pounds 10m Investment, 15, 2009).

The main objective of Alliance and Leicester is to get half million online users in the next six months in order to maintain its position in the banking industry. In recent times, customers are opting for online banking transactions. Therefore, it is essential that the bank provides best and premium services to its clients and protects them from fraud and identity theft. Business ContextFrom business context, the organization seeks to create new job opportunities in order to increase its workforce.

At the same time, the existing employees will be motivated by offering them bonuses and job security. The plan revolves around increasing and expanding the regional network and increasing additional employees, which would allow the organization to build relations with the regional businesses. The banking industry is fiercely competitive ( Bettelley, 105, 2006). However, Alliance and Leicester offers new job opportunities, job security and bonuses as compared to its competitors. Internal ContextIn the year 2006, Alliance and Leicester has introduced the “the first UK high street bank to offer user-to-site, site-to-user authentication for all of its online customers” (A&L Targets Small Businesses, p. 5, 2009). At the same time, “The solution, provided by Alliance and Leicester allows customers to log in to their online accounts in a simple and secure way” (A&L Targets Small Businesses, p. 7, 2009). Keeping these two points in mind, marketing experts and professionals have been hired in order to increase more than half million users in the next six months.

External ContextThe stakeholders of Alliance and Leicester include local networks, international networks, regular clients, etc. the present employees of Alliance and Leicester represent the entire organization and therefore it is essential to create awareness of its online banking services among its customers. The organization wishes to implement “risk based, behind the scenes authentication” (Bennett, 106, 2003) in order to ensure that the user becomes familiar with the entire process, when using his or her online banking account.

At the same time, Alliance and Leicester is the first bank, which would assist the customers to identify it, when they use its online banking services (Cope, p. 22, 2006). The employees will ensure that the customers know the logo of Alliance and Leicester in order to ensure that “they are entering the genuine Alliance & Leicester website” (Corcoran, 29, 2009). Promotional ObjectivesMarketing ObjectiveThe marketing objective of Alliance and Leicester is to create the awareness of online banking and its services and increase half million online users in the next six months.

Marketing Communication ObjectiveThe marketing communication objective of Alliance and Leicester is to ensure that they can come create awareness of online banking services among the regional networks, international networks and existing users. Overall PlanResearch suggests that it is important to study the market before the product is launched (Thompson & Martin, 206, 2005). Therefore, in order to promote secure online banking and its services, it is important to determine the existing perception of the users.

After the perceptions have been analyzed through surveys, marketing strategy will be devised. Television, internet, magazines and other forms of mass media will be used in order to promote Alliance & Leicester’s online banking services (McWilliams, 603, 2000). Finally, again users will be asked to give their feedback on the services in order to know their views. Bibliography“A&L Strengthens Web Service with Pounds 10m Investment,” Marketing, April 8, 2009.“A&L Targets Small Businesses,” Precision Marketing, May 12, 2009, p. 5.Bennett, R. (2003). International Marketing Strategy, Planning, Market Entry & Implementation.

London: Kogan Page Limited.Bettelley, Clare, “Target Practice,” Financeweek, May 30, 2006.Cope, Nigel, “Alliance Finds a Plum Present for Knight,” Independent, December 19, 2006, p. 22.Corcoran, Jason, “Alliance & Leicester Ready for the Change,” Financial Adviser, October 16, 2009.McWilliams, (2000) "Corporate Social Responsibility and Financial Performance: Correlation or Mispecification", Strategic Management Journal. 603-60Thompson J. and Martin F. 2005. Strategic management: Awareness and change. 5th ed. London: Thompson Learning