Michelle Newman
Unit 4 – Business Communication
Distinction criteria 2
D2 – Evaluate the effectiveness of business information and its communication as key
contributors to the success of an organisation, using examples to illustrate its point
I am going to look at two different companies to see how they use corporate
communication and compare them to my chosen organisation (Tesco). The companies that I
plan to look at are Vodafone and asos.com, the types of corporate communication that I am
going to look at are advertising, packaging, logos and straplines.
Vodafone communicates information to its shareholders to keep the company in their
minds. If a company is successful at communication, then they tend to be a successful in
general. Vodafone, like most businesses, has a set of principles that are there to show
people what the company is about and what the company strives to achieve. The principles
that they have will be a baseline to use for all their corporate communication, this is also
similar for asos.com.
Vodafone advertises in many different ways and for many different things. They advertise
their products, their company and their jobs. An example of their advertising:
Their strapline “power to you” can be
seen in their advertisement to the left.
This strapline communicates, in a short
sentence, one of Vodafone’s principles;
that they “will act with honesty, integrity
and fairness in our dealings both
internally and externally”i.
Asos.com is the UK’s leading online
clothing retailersii, they began as a very
small company and expanded as more
and more people started to use the
internet on a regular basis. Asos.com’s
advertisements are mainly online
because their target audience is women ages 16-34 who use the internet. To drive growth,
they send a newsletter to customers twice a week who have chosen to receive it, the
newsletter includes information on the current promotion they have and bestselling clothes
which might be of interests to the receiving party. The newsletter is a form of advertising
which has driven sales by 137% since 2007iii, the newsletter drives sales by keeping what the
company offers in people’s minds.
The packaging that asos.com clothing comes in shows
the logo in big letters, this is the same for Vodafone.
The packaging helps to create brand recognition
which again drives sales. Vodafone’s and asos.com’s
packaging isn’t particularly informative, although it
does let people know where other people have been
or where they’ve bought from. Asos.com’s packaging
Unit 4 – Business Communication
Distinction criteria 2
D2 – Evaluate the effectiveness of business information and its communication as key
contributors to the success of an organisation, using examples to illustrate its point
I am going to look at two different companies to see how they use corporate
communication and compare them to my chosen organisation (Tesco). The companies that I
plan to look at are Vodafone and asos.com, the types of corporate communication that I am
going to look at are advertising, packaging, logos and straplines.
Vodafone communicates information to its shareholders to keep the company in their
minds. If a company is successful at communication, then they tend to be a successful in
general. Vodafone, like most businesses, has a set of principles that are there to show
people what the company is about and what the company strives to achieve. The principles
that they have will be a baseline to use for all their corporate communication, this is also
similar for asos.com.
Vodafone advertises in many different ways and for many different things. They advertise
their products, their company and their jobs. An example of their advertising:
Their strapline “power to you” can be
seen in their advertisement to the left.
This strapline communicates, in a short
sentence, one of Vodafone’s principles;
that they “will act with honesty, integrity
and fairness in our dealings both
internally and externally”i.
Asos.com is the UK’s leading online
clothing retailersii, they began as a very
small company and expanded as more
and more people started to use the
internet on a regular basis. Asos.com’s
advertisements are mainly online
because their target audience is women ages 16-34 who use the internet. To drive growth,
they send a newsletter to customers twice a week who have chosen to receive it, the
newsletter includes information on the current promotion they have and bestselling clothes
which might be of interests to the receiving party. The newsletter is a form of advertising
which has driven sales by 137% since 2007iii, the newsletter drives sales by keeping what the
company offers in people’s minds.
The packaging that asos.com clothing comes in shows
the logo in big letters, this is the same for Vodafone.
The packaging helps to create brand recognition
which again drives sales. Vodafone’s and asos.com’s
packaging isn’t particularly informative, although it
does let people know where other people have been
or where they’ve bought from. Asos.com’s packaging
