Integrated Marketing Communication

RUNNING HEAD: INTEGRATED MARKETING COMMUNICATION
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Integrated Marketing Communication
Report
Student Name
4/5/2019

Integrated Marketing Communication
1
Table of Contents
Introduction.................................................................................................................................................2
Positioning & Communication.....................................................................................................................2
Market Segmentation & Targeting..............................................................................................................3
Marketing Objectives..................................................................................................................................4
References...................................................................................................................................................5

Integrated Marketing Communication
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Introduction
Bettercup is an organization in Melbourne Australia started by Sam and Christie and deals in
reusable cups or customization of plastic cups, the idea behind this startup is to reduce the use of
plastic in events and to reuse or recycle the cups in other events with customization (Bettercup,
2019). The scope of business is not only limited to the selling of reusable cups but the firm also
focuses on other services such as washing, drying, and recollection and on site management of
the items to make sure that the process of reuse will be implemented in a systematic manner. In
this industry, the company has less number of competitors and the target customers of Bettercup
are mainly the event planners and big platforms with larger audiences. The Bettercup is focusing
on making the networks in industry in order to expand its business and for that, they distributed
their cups at events, festivals in a bigger scale in Melbourne (Connor, 2019). In order to be
profitable and successful in the industry bettercup is planning to target and communicate the
event attendees for continuing its vision and objectives of promoting reusable products and
systems and proposing holistic work management (Bettercup, 2019).
Positioning & Communication
Bettercup positioned itself as the firm whose main focus is to reduce the waste and promote
sustainability in the environment for that company focuses on continuously improving their
products and trying to communicate their values to others locally. It is an important part in
promotion to position the brand in the market with proper communication strategies in order to
get the response. Bettercup positioning strategy is building a story about sustainability in mind of
people through showing the value of environment. So now they are focusing more on
customizable and attractive cups to attract the customers by making them feel good (Percy,
2014).
Communication tools are used in delivering the correct message of the product and result better
if use effectively by the companies (Shimp, 2010). The Bettercup wants to position itself in the
market as creative solution thinker of reusable product and system for that company using
different print media to make them people aware about the sustainability and importance of
reusable products. The message after perceived by the receiver on the basis of the knowledge and