Integrated Marketing Communication

This document discusses the concept of integrated marketing communication and its significance in promoting sustainable living. It focuses on Bettercup, an organization in Melbourne that aims to reduce plastic waste through the use of reusable cups. The document covers Bettercup's positioning and communication strategies, market segmentation and targeting, and marketing objectives. It also includes references for further reading.

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

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

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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

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needs after that converted into responses and purchases of reusable products. Bettercup could
effectively use different channels for promoting the products and communicate it to public for
better responses.
The positioning of Bettercup in market of Australia can be better using the different sources to
target the customer in getting higher responses. The reusable system and products of the firms
are unique and differentiated in compare to its competitor in the same industry and same market.
Bettercup position in the market as a sustainable and creative product firm targeted the event
planners, public shows and event audiences. Positioning mapping of Bettercup with comparison
to the competitor like KeepCup, Avanti and Frank Green is shown in Figure 1 state the position
of brand in the market (Hleborodava, 2018).
Market Segmentation & Targeting
Bettercup should target the students in universities to engage the students with a message of
sustainable living. The targeting strategy aim is to capture the high volume of students in order to
increase the sales of the organization and can also target the cafes and event audiences to use the
recycled cups for the maintenance and safety of the environment and in doing so the company
can target sustainable offices, event audiences, students and people who are cautious about the
sustainable living (Juska, 2017). The company markets the product to the segment whose age in
between 18-35 and to middle class person that might include students and aside from the range
the Bettercup reusable cups is for the coffee drinkers and party colic people of different
geographical area and this segmentation is better understood with table given below. The
company can use multi segment strategy in order to cover the whole market in two distinct
demographics. The primary focus for selling the reusable cups is to young adult and then to older
age groups who are environmental friendly. Bettercup market them as a fun, hip, convenient
brand that is environmentally friendly and try to minimizing the use of disposable cups (Watts,
2018).
The market profile of targeted segment for the bettercup products in term of demographic and
consumer characteristics include middle aged audiences, students, sustainable living person or
middle aged consumer who value the product and perceive the message that is being transfer in
using the product. The market for the reusable system implementation and reusable products is

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middle aged group of different locality and geography that help in gaining the larger market
share in comparison to the competitors of Bettercup. It is essential for the success of the
company to select a specific market and target the customers in an effective way using most
appropriate communication channel for greater responses.
Marketing Objectives
The marketing objective of the Bettercup is to spread the message and value of us brand and
position them as the environmental friendly and sustainable living. The marketing strategy of
Bettercup is dedicated to creating fun and simple environmental solutions to reduce the
unnecessary environment waste. The Bettercup focus is on shifting the people from traditional
cups to the reusable cups to bring the change and to increase the use. The marketing of the firm
is totally based on targeting the cafes, students and events for penetration of the market locally in
different geographical regions (Bettercup, 2019). The other objective of marketing include
increasing connection in the industry, competing in the market, promoting the use of recycled
and reusable products, following or implementing reusable system in the society and targeting
the customers who are environmental friendly and to those who perceive the value of the product
and the message of change that can change the perception and living of people (Rossiter, 2012).
The marketing is done by the firm to make the brand position successful and to strongly deliver
the value on that the organization believes and working.

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References
Bettercup, 2019. Bettercup Story. [Online] Available at: https://www.bettercup.com.au/bettercupstory
[Accessed 3 April 2019].
Connor, F., 2019. Meet the man changing the game in the fight against single-use plastic. [Online]
Available at: https://www.newshub.co.nz/home/new-zealand/2019/03/meet-the-man-changing-the-
game-in-the-fight-against-single-use-plastic.html [Accessed 3 April 2019].
Hleborodava, V., 2018. Reusable Cup Comparison. [Online] Available at:
https://www.canstarblue.com.au/family-gifts/reusable-cups/ [Accessed 3 April 2019].
Juska, J.M., 2017. Integrated Marketing Communication: Advertising and Promotion in a Digital World.
3rd ed. London: Routledge.
Myers, J.H. & Tauber, E., 2017. Market Structure Analysis. US: Marketing Classic Press.
Myers, J.H. & Tauber, E., 2017. Market Structure Analysis: Market Segmentation Using Multivariate
Analysis. US: American Marketing Association.
Percy, L., 2014. Strategic Integrated Marketing Communications. 2nd ed. London: Routledge.
Rossiter, J.R., 2012. Marketing Communications: Objectives, Strategy, Tactics. UK: Sage Publications.
Shimp, T.A., 2010. Advertising Promotion and Other Aspects of Integrated Marketing Communications.
Australia: South Western Cengage Learning.
Watts, T., 2018. Which Reusable Coffee Cup Is for You? [Online] Available at:
https://www.broadsheet.com.au/national/food-and-drink/article/which-reusable-coffee-cup-you
[Accessed 3 April 2019].

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Appendices
Appendix: 1 Positioning Map – BettterCup with its Competitors
Source: (Myers & Tauber, 2017)
KeepCup
BetterCup
Cheeki
Frank Green
Kmart
BetterCup
JOCO
Klean Kanteen
Trendy Products
High PriceLow Price
Fundamental Products

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Appendix 2: Market Segmentation
Source: (Myers & Tauber, 2017)
Generation Y or Students
Middle Class
Age group 18-35
Australian
Cafes, Restaurants, Events
Demographic
Sustainability Living Person
Coffee Lovers
Enviroment Friendly
Concern about Waste
Psychographic
Habitual of Drinking
Loyal towards Society
Shop online or from stores
Volunteers in environment safety
events
Reveller
Behavioral