Integrated Marketing Communications in the Digital Age

Integrated Marketing
Communications in the Digital
Age
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1
Table of Contents
Background.................................................................................................................................................2
Positioning and Differentiation....................................................................................................................2
Market segmentation and Targeting............................................................................................................3
Marketing Objectives..................................................................................................................................4
References...................................................................................................................................................5
Appendices..................................................................................................................................................6

2
Background
Bettercup is a Melbourne based business organization that produces and delivers reusable and
customizable cups which helps to remove the usage of single-use plastic cups at various events.
The company was founded by two friends Christie and Sam who are becoming increasingly
conscious about the environmental, social, economic as well as social impacts. The organization
executes its business with almost every type of consumers to support them and find a reusable
solution. It strives hard not only to supply cups but also to find the solution for washing and
drying (Luxton, Reid and Mavondo, 2015). Bettercup stores, recollects, consults and manages
other products to make sure that the implementation of reuse is done successfully. The annual
revenue of Bettercup in the year 2018 was $24.72billion. It has increased by 11.2% from the year
2017.
The organization is dedicated to creating simple and fun environmental solutions that minimize
unnecessary waste. The company customizes cups depending upon the style of cup selected and
the density of the design and artwork. They collect any cups that could be utilized and makes
sure that the cups would be reused again or else they will move to the recycler in Geelong,
Victoria.
Positioning and Differentiation
To maintain its strategic position within the market Bettercup stores the custom cups until it is
required by the customers and offer them top-ups when needed. It consults with the consumers to
help them to give tools and knowledge to adopt a system of a reusable cup successfully. Their
strategy is to improve and learn from various concepts and create a product with the use of
modern technologies that will resolve the problems occurring due to waste. They adopt a
sustainability policy that states that real think locally, live better, work together and make an
impact. Bettercup is focusing on making connections with industry to distribute their cups at
various festivals and events (Valos et al., 2016). The events and festivals include Melbourne
fashion week, Party in the Paddock, Big Sound, St. George Open Air Cinema and Dark Mofo.
However, the company is facing a problem to communicate with its customers regarding their
products.