Analysis of the Impact of Marketing Communication on Financial Performance With Respect to G2G Company

The purpose of this paper is to present an analysis of the impact of marketing communication on financial performance with respect to G2G Company. Go to Green, G2G is a company that involves in charging electrically. In this regard, its customers are majorly those who have electric vehicles. The location of the amenities of this company will be mostly in gas stations, hotels parking lots (Baker, & Sinkula, J2015), apartments and theaters. On top of this, the place of operation for the company will be in the United States though it will also strive to open its branches in other corners of the world (Floyd, Freling, Alhoqail, Cho &Freling, 2014). Due to this reason, this paper will seek to evaluate the impact of the integrated marketing communications on the market success of the organization.

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Several marketing communication methods are in place that influence the financial performance of a company but this study only concentrated on marketing landscape, competition, advertising and promotion (Ross, Westerfield& Jaffe, 2005). The methods were selected since G2G Company uses them more in the in their activities. Added to the same, the financial position of the company was determined in terms of sales reviews. From the results obtained, it shows that marketing communication methods and financial performance have a positive relationship (Papadopoulos &Heslop, 2014). Meanwhile, the study suggest for use of sustainable marketing landscape, competition, advertising and promotion for the purposes of improved financial operation of the company. On top of this, marketers need to have sufficient time so that they may be flexible when it comes to marketing of the companys products and services.

Market Landscape

The presence of competition and consumer switch from one particular brand to another is likely to pose threats to the existence of a company and even the entry of a new company in the market system (Baker, & Sinkula, J2015). In this regard, establishing the market position of a product by a company is indeed essential in cementing its stability in the market especially for its long-term operations. G2G uses the below various techniques in enhancing its marketing position of its products as described below;

Product Description

So far, the company aims at 13 million EV chargers all over the globe by the year 2020. Likewise, the company also targets an average of sales of two to three million every year. Meanwhile, with the continued increment (Engin, Ziya&Aksu, 2014) in demand for EV (Quinlan & Devlin, 2014), more customers are expected to purchase them thus calling for the wide need for them at very many localities such as roadsides. Below figure 3 explains the same.

Differentiation

Differentiation refers to the aspect of the provision of unique products or services to the esteemed customers with special benefits, options, and characteristics. So many companies are yet to venture into the market for EVs (Quinlan & Devlin, 2014). Also, research has established that EV is cheap though consumers prefer devices that charge at a faster rate to save time (Flechtner, Dobslaw&Fagiolini 2014). For this reason, the company's product intends to pay attention to quality oriented differentiation strategy that stresses on less time for charging.

Sales Reviews

Electric vehicles always trade at higher prices in comparison to gasoline types primarily because of techniques used in the manufacture (Yao, Yuan, Qian & Xu, 2016). For instance, electric vehicles have zero energy efficiency and no emissions and as a result making their prices to range $20,000 to $116,700. The table below shows the prices of various models of G2G chargers;

Turbo Pump $29,999.99 (Single Pedestal) $,49,999.99 (Double Pedestal)

Turbo Dock $6499.99(Standard) $19,999.99 (Hybrid)

Turbo Cord $499.99 (Original: 240V) $599.99 (Dual: 240V & 120V)

Table 1: Prices of various G2G Chargers

Image: Consumer & Corporate

In this case, it entails on the brand identity or logo of the company. Brand identity or logo has a great relevance and influence when it comes to the positioning and communications of the same brand in the market structure (Sindakis, Depeige&Anoyrkati, 2015). In this regard, the company has its unique brand name that it developed after extensive research known as the G2G Electric Vehicle Charging Solutions as its identity in the market.

To have an assimilation, G2G means "green to green" vision that the company has plus also "good to great" motto that brand name carries. Added to the same, the alphabet "G" within the logo represents the car wheels while (Quinlan & Devlin, 2014) its graphic sketch nature has a connection with G thus creating an impression of the body of a car and consequently representing the green energy type of a vehicle. Often, electric vehicles represent eco-friendliness towards nature and the society as a whole. Due to this reason (Phillips &Hoberg, 2010), "G2G" suits well to be the brand name of the company.

The Impact of IMC on Financial Performance

The primary idea behind marketing is the evaluation of the market needs and development of a strategic plan based on the goals necessary or values that guide the brand as well (Ross, Westerfield& Jaffe, 2005) as those that lead to the attainment of the market excellence by following techniques. Often, less focused plans and works that are inefficient on a product will lead to money wastage and also waste on the efforts put by employees (Papadopoulos &Heslop, 2014). For this reason, the integration of the whole system into a similar objective is indeed of much importance. About this, G2G Company has conducted an analysis of the demands and requirements of EV drivers in future and at the same time, has proceeded to adopt them. The communication of these unique features and capabilities will be done to the customers via viable channels.

As shown in the above figure 4, the company has plans and has also undertaken investments in research and development for the purpose of offering rentals of fully charged batteries to consumers (Hollensen, 2015). The move here leads to the avoidance of wastage of time for charging during emergency scenarios. A full charged G2G battery that has been rented from a specific gas station is possible to deliver to any other station all over the country upon its use to a zero charge status. Regardless of this, the expected demand will increase thereby the unique facilities will result in the brand name of the company receiving an outstand position in the market structure (Ross, Westerfield& Jaffe, 2005). With regards to the same, the introduction of this product to the esteemed customers will take place as a pull strategy (Alp, 2014). An added advantage (Abdolvand, Albadvi&Aghdasi, 2015) is that there is yet to be a competing firm in the market that offers this particular facility and as a result, this plan has intentions of bringing a record of profit values in the future of operation of the company in the business.

Content creation: How G2G creates customer-centered businesses

G2G being a customer centric type of company is more of the same with that particular company that provides good services (Pride, & Ferrell, 2008). However, the customer centricity does not entail the provision of great services to the customerbut it refers to the provision of significant experiences starting from the stage of awareness covering through the process of purchasing and at last to the post process of purchase (Baker, & Sinkula, 2015). The strategy relies on giving the customer the first priority and also at the core of the organization. The below chart is a representation of the development of a customer centered business (Kang & Kang, 2014) in an organization.

A customer centered business gives the customer priority thus making them in getting attracted towards the business activities or undertakings (Baker, & Sinkula, 2015). In other words, customer centered business imparts positive thinking from the customer to the businesses thus leading to the sales increment activities of the business (Kerin, 2006) due to the increased purchases from the customers who get attracted towards the business in large numbers business because of the customer centered business motive.

Competition

The major competitors of the company are Tesla and Nissan. Nissan, for instance, has been involved in several promotion activities that appear to be initiating a pace in the market system (Engin, Ziya&Aksu, 2014). Lately, Nissan made an announcement of "No Charge to Charge Promotion" that in this case permits the users in charging their vehicles without paying any amount of money for any duration. Added to the same (Kelley, Jugenheimer& Sheehan, 2012), Nissan also has another promotion where it provides new Nissan Leaf drivers a period of two years on public charging fee. In this regard (Calder, 2008), G2G Company will evaluate in ways that will seek to offer same product upon the expiry of the manufacture's promotion.

Tesla, a company that is also friendly to the environment (Kotler & Armstrong, 2006) is indeed another potential competitor and as a result being a threat to the company in the market. The company has same services in the market that G2G product has targeted for too (Baker, & Sinkula, J2015). Also, the major strengths of Tesla are its active sales partners that offer an atmosphere that is friendly and consequently assisting in the persuasion of customers in the purchase of their brand vehicles (Magin, 2006). Due to this reason, G2G Company will utilize same personnel to counter this competition.

Media Advertising (PR)

G2G will undertake the exploitation of the availability of several forms of media in ensuring the popularity of its brand among the potential customers (Sissors& Baron, 2010). In this case (Blal&Sturman, 2014), the organization will make use of radio, internet websites, social platforms, and television to strengthen its market base or presence.

With regards to the website, the company will utilize its current official website in launching the majority of its products (Baker, & Sinkula, J2015). Within its website, several customers will have the opportunity of knowing (Trainor, Andzulis, Rapp &Agnihotri, 2014) what the firm offers and what it has in future regarding products or services to them.

Corporate Social Responsibility

To undertake mass product promotion, G2G will utilize CSR (Paramasivan& Subramanian, 2009). In this regard, the organization will engage in the sponsorship of several events with the goal of ensuring that all the possible buyers have knowledge about the availability of the product (Moon, Park &Seog Kim, 2014). On top of this, the organization will also offer discounts plus other gifts so as to win buyers.

Conclusion

A well-planned marketing communication on profitability or financial performance stands a chance of ensuring the stability of any company in the market structure. For example, aspects such as logos and banners always spread the availability of the product in any place and as a result ensuring the satisfaction of the customer plus also their loyalty for the success of the company in the future. In this regard, several strategies and tactics as described in this paper are best placed for ensuring the G2G Company in attaining the stable position in the...