This document provides an overview of Bettercup, a Melbourne-based organization that manufactures and supplies reusable cups. It discusses the background of the company, its positioning and communication strategies, market segmentation and targeting, and marketing objectives. The document also includes references and appendices.
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Running head: INTEGRATED MARKETING COMMUNICATIONS INTEGRATED MARKETING COMMUNICATIONS Name of the Student Name of the University Author Note
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1INTEGRATED MARKETING COMMUNICATIONS Table of Contents Background of the company..........................................................................................2 Positioning and communication of the company...........................................................2 Market segmentation and targeting of the company......................................................3 Marketing objectives......................................................................................................4 References......................................................................................................................6 Appendices.....................................................................................................................6
2INTEGRATED MARKETING COMMUNICATIONS Background of the company Bettercup is Melbourne based organization that mainly manufactures and further supplies the reusable cups that are provided for reusable purposes. The major objective of the organization is to eliminate the needs that are based on the single use of the plastic cups. The reusable based solutions are offered to different types of consumers in order to fulfil reusable cup related needs. The support that is provided by Bettercup is not only based on the effective supply of cups. The company also offers services that include, drying and washing based solutions, storage, onsite based management and consultation as well (Bettercup.com.au 2019). Positioning and communication of the company The mission of Bettercup is based on the ways by which the company is able to develop reusable products that can be used as a replacement of single use based plastic products. The environmental effects of plastic usage will be reduced with the extensive usage of these products. The organization has many competitors in the Australian industry who produce reusable products (Fill and Turnbull 2016). The choice of consumers has a major impact on the operations of Bettercup in the industry. The major competitors of Bettercup in the industry mainly include, Replas, Biome, Onyalife, Flora and Fauna, Globelet. The organization needs to position itself in the market in such a way that will help in maintaining its revenues. The low priced positioning strategy is considered to be the most effective for Bettercup and its future operations in the industry (Finne and Grönroos 2017). The communication strategy that will be developed by Bettercup is based on the ways by which messages related to the products can be transferred to the customers. The channels that are currently being used by Bettercup to communicate with the customers are the events in which the products are showcased. Social media will be used effectively in order to
3INTEGRATED MARKETING COMMUNICATIONS communicate with the customers and increase the levels of awareness based on the products (Juska 2017). The company will be able to reach huge number of customers with the proper usage of social media. The company will be able to provide the messages related to products to the customers. The position of Bettercup will be based on the low prices that are offered by the company in order to compete with the other large organizations in the industry (Keller 2016). HighPrice Low QualityHigh Quality LowPrice Market segmentation and targeting of the company The target market of Bettercup are the consumers who are prefer environment friendly based products. The demographic factors that are related to the target market of the organization mainly include people who belong to different age groups based on young and old people. The psychographic segmentation based factors are related to choice of consumers and their personality based on usage of reusable products. The lifestyle of the consumers has an impact on the interest levels and the levels up to which they prefer environment friendly products (Kitchen and Burgmann 2015). The target market size of Bettercup is large and the organization will be able to offer its products to the consumers in an effective manner. The consumption levels of the consumers are able to affect the ways by which Bettercup is able to develop its products. The reusable products can fulfil the needs of the consumers who belong Bettercup Replas Biome
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4INTEGRATED MARKETING COMMUNICATIONS these psychographic groups. This will be able to play a major role in the development of effective market segments of Bettercup (Luxton, Reid and Mavondo 2015). The customers who prefer environment friendly products can also be highly price sensitive in nature. This can be considered to be a major factor that will be supported by the low priced strategy implemented by Bettercup. The differentiation of the products offered by Bettercup is considered to be an important part of the ways by which the company can maintain an effective customer base. The relationship of positioning strategy of Bettercup is highly important for the development of proper segments of customers. The position that has been developed by Bettercup will be maintained with the help of the customer base (Valos et al. 2016). Marketing objectives Bettercup is aiming at developing a unique position in the market of reusable products that has become quite competitive in nature. The different objectives that have been set by Bettercup are the following, Building awareness of the brand among the consumers in order to improve the revenues of the organization. Increasing the share of Bettercup in the market with the help of products that are offered to the consumers (Luxton, Reid and Mavondo 2015). Improving the relationships that have been developed with the stakeholders in order to develop sustainable operations in an effective manner. Development of proper channels that can help in the enhancement of customer relationships. Effective customer relationships will be able to play a major role in the ways by which Bettercup is able to face competition in the industry (Kitchen and Burgmann 2015).
5INTEGRATED MARKETING COMMUNICATIONS The rationale that is related to the development of the objectives is mainly based on the ways by which Bettercup can enhance that it has gained in the industry. The channels that have already been used by the organization for communication purposes can be increased in order to reach the consumers faster. The company has also showcased its products in different events that are able to provide support in the development of a customer base. The implementation of digital channels will be able to play a major role in the ways by which the company can communicate effectively with the customers (Finne and Grönroos 2017).Social media channels will be able to play a major role in the ways by which Bettercup will be able to increase its presence in the industry along with awareness based on products that are offered to the customers.
6INTEGRATED MARKETING COMMUNICATIONS References Bettercup.com.au2019.bettercup.[online]bettercup.Availableat: https://www.bettercup.com.au/ [Accessed 9 Apr. 2019]. Fill, C. and Turnbull, S.L., 2016.Marketing communications: brands, experiences and participation. Pearson. Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing communication.European Journal of Marketing,51(3), pp.445-463. Juska, J.M., 2017.Integrated marketing communication: advertising and promotion in a digital world. Routledge. Keller, K.L., 2016. Unlocking the power of integrated marketing communications: How integrated is your IMC program?.Journal of Advertising,45(3), pp.286-301. Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: making it work at a strategic level.Journal of Business Strategy,36(4), pp.34-39. Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance.Journal of Advertising,44(1), pp.37-46. Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016. Exploringtheintegrationofsocialmediawithinintegratedmarketingcommunication frameworks: Perspectives of services marketers.Marketing Intelligence & Planning,34(1), pp.19-40. Appendices