Marketing Strategy: Automobile Association (AA-U.K.)

Paper Summary:

This paper explains that, because the main product line of the Automobile Association (AA) of the U.K. has reached the maturity phase of the product life-cycle; a new advertising strategy, 'Just AASK', incorporating AA's entire umbrella of business products and services, allows the company to communicate a single streamlined message that addresses both new and existing customer concerns and creates new opportunities for cross sales from the core business. The author points out that the AA has a database including every customer who has ever inquired or purchased a product or service from the company, which can be analyzed to develop potential new markets, target groups and new products and to evaluate models for the 'Just AASK' campaign. The paper relates that the key of the 'Just AASK' agenda is to establish a direct marketing communications program that will increase revenue by increasing sales from existing customers; the acquisition strategy of choice for new customers will be a combination of 'Buzz Marketing' and 'Word-of-Mouth' advertising.

Table of Contents
Introduction
Communication and Customer Service
4 P's Approach
Database Strategy
Direct Marketing Communication Program for Existing Customers
Motor Section
Travel Section
Financial Services
Acquisition Strategy for New Customers
Motor Section and Travel Section
Financial Services
Conclusion

From the Paper:

"The majority of all business success revolves around attracting and retaining customers. "It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect deep-seated values in advertising and augmented product offerings. When marketers address consumer values, target consumers sense that the product's purpose is to benefit their individual lives." The company will therefore seek to take advantage of its valuable customer databases by first enhancing this wealth of information and then creating new strategies for direct marketing communications with existing customers. The new marketing approach will also create viable means for acquiring new customers."

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