MKT 202 Marketing: Integrated Marketing and Digital Strategy

This report provides an analysis of Panasonic's integrated marketing components and digital communication tools for promoting its vegetable products. It evaluates communication strategies, product and service offerings, pricing approaches, and channel selections, emphasizing the importance of conveying unique product value to customers. The report suggests leveraging social media platforms, newspapers, and public relation campaigns for effective communication. It also recommends cultivating diverse vegetable types and flavors, improving customer service, and implementing competitive pricing. Furthermore, the report explores the use of supermarkets, hotels, restaurants, online channels, and vending machines for distribution. In terms of digital communication, it proposes utilizing search engine optimization, Facebook and Instagram advertisements, word-of-mouth strategies, and mobile marketing techniques to enhance brand awareness and drive sales. The report concludes by highlighting the potential of these integrated strategies to increase Panasonic's customer base and profitability.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
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Table of Contents
Question 4: a) Integrated Marketing Component for Panasonic.....................................................2
1) Communication.......................................................................................................................2
2) Product and Service.................................................................................................................2
3) Price.........................................................................................................................................3
4) Channel....................................................................................................................................3
Question 4: b) Digital Communication Tools for Panasonic...........................................................4
1) Social Media............................................................................................................................4
2) Word of Mouth........................................................................................................................4
3) Mobile Marketing....................................................................................................................5
References........................................................................................................................................6

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Question 4: a) Integrated Marketing Component for Panasonic
1) Communication
Communication is extremely important for an organization to convey and promote the
unique product value to the customers (Luxton, Reid & Mavondo, 2015). Effective
communication and promotion can help Panasonic Farm to differentiate its vegetable products
from the rivals in the market. Moreover, the organization should use social media platform like
Facebook, Instagram and mobile advertisements for reaching the unique product offerings to
new and prospective customers. On the other hand, the organization should also use newspaper
advertisement through NTUC, cold storage and others. Such advertisement will help the
organization to communicate their product offerings to mass customer section in high cost
effective manner. The organization should also conduct public relation campaign for building a
positive corporate image in the market. In addition, the organization can also conduct health
campaign, educational campaign for students and retail campaign for increasing liaison with
public.
2) Product and Service
The uniqueness of products and service helps an organization to gain high level of
competitive edge over the rivals in the market (Bansal & Bharti, 2014). Panasonic already
targeted at cultivating more home grown seasonal fruits and vegetables for expanding the
business. Moreover, the organization should cultivate different types of vegetables having
different benefits. It will increase the number of vegetable options to purchase for the consumers.
Most importantly, the organization should cultivate different flavors for vegetable and fruits for
differ season. On the other hand, it should cultivate Honey Mustard for Christmas season, Zesty

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flavors for Chinese New Year and many others. Panasonic can also offer festive dressing as gift
together with the products. The contemporary customers are not only concerned about the
products, but also they equally value the service provided by the organization. Hence, the
organization should also improve their customer service through customer hotline for getting
customer feedback on improving the quality and freshness of fruits and vegetables.
3) Price
Effective pricing creates a positive impression about the products among the customers
(Munoz-Leiva, Porcu & Barrio-García, 2015). Panasonic should use competitive pricing for
gaining competitive edge over the rivals in the market. Moreover, the price of the fruits and
vegetables should be compatible with the prices of other high tech vegetable farms. Such pricing
will also keep the customers satisfied to purchase the products, as the pricing strategy will satisfy
their price comparison. Such competitive pricing can increase the sales volume of the
organization, which will ultimately maximize its profitability.
4) Channel
Effective choice of channels can increase the sales volume of an organization by
increasing the convenience of the customers to avail the products (Bruhn & Schnebelen, 2017).
Panasonic will use supermarkets, hotels, restaurants and catering for offering its vegetable and
fruit products. Contemporary customers are more likely to visit such places frequently for
meeting their shopping, dining and temporary accommodation purpose. Therefore, such channels
will be highly convenient to the customers. Afterwards, the organization should also use online
supermarkets as their distribution channels for extending their market reach. Moreover, the
organization can use Amazon, Redmart and others for enhancing its market reach. On the other
hand, Panasonic can also offer vending machines to schools, gyms and hostels for cultivating a

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healthy living. The members of gyms and students of schools and hostels are highly inclined to
live a healthy life. Hence, such customers will have high demand for the fresh fruits and
vegetables.
Question 4: b) Digital Communication Tools for Panasonic
1) Social Media
Social median communication tool can add unique value to the customers by offering
unique product value information to the customers (Tiago & Veríssimo, 2014). Panasonic will
use search engine optimization (SEO) of Google brand. It will help the organization to make
visible of all leafy greens to the customers. Apart from that, the organization can also use
Facebook advertisement for increasing the brand awareness to mass customer section within
shorter period. On the other hand, the unique offerings and images of the fresh fruits and
vegetables in the Instragram will definitely increase the customer willingness to purchase these
vegetables. A lot of youngest customers will get exposure to such high tech vegetables through
Facebook and Instagram advertisements.
2) Word of Mouth
Word of mouth is a type of communication, where the consumer interests regarding a
product or service are reflected in their daily dialogues (Uzunoğlu & Kip, 2014). In such
communication, the satisfied customers recommend their preferred products and services to other
prospective customers. Hence, Panasonic can perfectly use word of mouth strategy for increasing
their brand awareness to mass customers. Furthermore, the Facebook and Instagram profile of
the organization can be the word of mouth platform, where the existing and satisfied customers
can recommend the fresh vegetable and fruits to the prospective customers. It will ultimately

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increase the customer base of the organization, which will definitely increase sales volume of
Panasonic.
3) Mobile Marketing
Mobile marketing is a multichannel online marketing technique, which is focused at
reaching specific customers through smart phone, tablets and others through emails, SMS, MMS,
mobile application and others (Tiago & Veríssimo, 2014). In such communication, Panasonic
can offer personalized product offerings and discounts to the customers through SMS, MMS,
emails like newsletters and mobile application for the smart phones. It will create instant
purchasing intension among the customers, which will ultimately increase the sales volume of
the organization. Such mobile marketing will also increase the customer base of the organization
through multichannel options.

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References
Bansal, H., & Bharti, C. (2014). Social Networking Websites an Emerging Tool of Integrated
Marketing Communication. International Journal of Engineering and Management
Research (IJEMR), 4(1), 258-272.
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication–from an instrumental
to a customer-centric perspective. European Journal of Marketing, 51(3), 464-489.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Munoz-Leiva, F., Porcu, L., & Barrio-García, S. D. (2015). Discovering prominent themes in
integrated marketing communication research from 1991 to 2012: a co-word analytic
approach. International Journal of Advertising, 34(4), 678-701.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
bother?. Business Horizons, 57(6), 703-708.
Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers:
Leveraging blogger engagement. International Journal of Information
Management, 34(5), 592-602.