Digital Communication Strategies Assignment

Added on - 17 Jun 2021

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Running Head: Digital Communication StrategiesINGOGOMarketing Management & Digital Communication
Digital Communication Strategies1Executive SummaryMarketing plan is made for introducing a new product or for re-introducing the existing productof an organization in the target market. Main motive of developing marketing plan is to spreadawareness amongst the target audience. Apart from this, marketing plan is made up with severalmarketing and promotional strategies for future growth of the organization. This report willinclude a marketing plan for Ingogo Corporation which is an Australian online taxi serviceproviding company. The company was founded in 2011 and headquartered in Sydney, Australia.In relation to enhance organizational growth in the target market, comprehensive marketing planwill be discussed in this report to promote service launched in previous assessment. Primaryobjective of this marketing plan will be promoting the recent service launched by the IngogoCorporation with the motive of attaining marketing as well as financial objectives (Armstrong,Kotler, Harker & Brennan, 2015).The report will include marketing plan in relation with introducing and promoting uniqueservices for business launched by the Ingogo Corporation. With regards to this, the first phase ofthe report will focus over the segmentation, targeting and positioning approaches. With the helpof these approaches, organization will be able to determine the appropriate market and segmentsof people which could be approached to gain the desired outcomes. Following to theseapproaches, marketing and financial goals and objectives will be discussed in relation with thismarketing plan. The last phase of the report will include marketing mix and other marketing andpromotional strategies for spreading awareness amongst the target market. Along with this,digital marketing strategies, integrated marketing communication channels, promotional mix,etc. will be discussed. In addition to this, budget allocation for promotional mix elements will bediscussed in this report.
Digital Communication Strategies2Table of ContentsExecutive Summary.........................................................................................................................1Introduction......................................................................................................................................3Situational Analysis.........................................................................................................................3SWOT Analysis...........................................................................................................................3Segmentation, Targeting and Positioning........................................................................................4Positioning.......................................................................................................................................4Marketing and financial objectives..................................................................................................5Marketing objectives....................................................................................................................5Financial objectives......................................................................................................................5Gain Theory.....................................................................................................................................6Marketing mix Strategy...................................................................................................................6Product.........................................................................................................................................6Price.............................................................................................................................................7Place.............................................................................................................................................7Promotion.....................................................................................................................................7Social media.............................................................................................................................7Integrated marketing communication.......................................................................................7Event marketing...........................................................................................................................8Other modes of marketing........................................................................................................8Budget allocation for promotional mix............................................................................................9Conclusion.....................................................................................................................................10References......................................................................................................................................11
Digital Communication Strategies3
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