Integrated Marketing Communications in the Digital Age

This study material discusses the concept of integrated marketing communications in the digital age and its significance for businesses. It explores the topics of positioning and differentiation, market segmentation and targeting, and marketing objectives. The content also includes a case study of Bettercup, a Melbourne-based business that produces reusable cups. Subject: Marketing, Course Code: N/A, Course Name: N/A, College/University: N/A, Document Type: Study Material, Assignment Type: N/A

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

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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.

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Bettercup widely differs from its key competitor KeepCup that creates plastic free and carbon
neutral bottle. KeepCup stands on the frontline within the market to reduce the use of plastic
bags. Thus, it is essential for the company to make efficient use of integration, promotional and
communication tools to differentiate itself among the competitors. Bettercup must track feedback
of customers regarding their product as done by its competitor Responsible Cafes. They created
specialized software such as, customer relationship management (CRM) that helps in measuring
the efficiency of integrated marketing communication tools. However, BioPak also challenges
Bettercup as it invests £70 in collecting waste for every tone of used cups. The company aims to
astonish half a billion recycled cups by 2020 (Kitchen and Burgmann, 2015). Bettercup
differentiates itself from its competitor JOCO by adopting holistic waste management solutions
that reduce environmental and financial costs resources. It also makes use onsite for inventory
management and training to the staffs to ensure that the systems are working smoothly.
Positioning map
KeepCup
BetterCup
BioPack
Responsible Cafes
Bettercup
Axis Title
Axis Title
Low
Quality
Low Price
High
Quality
High Price
Market segmentation and Targeting
Bettercup possesses a clear and concise target market, where it targets young adults and older
adults between the age group of 18 to 60 who are highly interested in celebrating festivals and
organizing events. Generally, young adults and older people are enthusiastic in organizing events
and using reusable products by avoiding plastic waste. It targets the people who are against the
use of plastic bags and interested in using reused cups in their events. Moreover, the company

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offers amazing deals to its target market where the products will be offered at affordable prices.
This strategy will help attract the customers who want high-quality reusable products in a
reasonable range (Manser Payne, Peltier and Barger, 2017). It targets the customers living in
Melbourne and across Australia. The target market of Bettercup will be made up of low-income
earners. It will be beneficial for the company to provide low-cost reusable products to its
customers which will grab the attention of more number of customers in the future.
Targeting consist of recognition of market segment by an organization and focusing towards that
particular segment to achieve its marketing objective. Bettercup primarily targets the household
segment, which is reflected by a huge amount of sale of reusable cups. Moreover, the
organization has introduced eco cups, reusable promotional cups and music festival cup to target
the young adults and older adults who are planning to organize an event. It clearly states that
Bettercup intends to build a strong and positive relationship with its target market (Keller, 2016).
Most of the consumers appreciate such a strong relationship and seek to become a permanent
customer of Bettercup. In terms of segmentation strategy, it targets multiple segments that
possess huge disposable income. For example, by providing high standard reusable cups in the
city as well as specialized ranges of cups in convenient stores.
Marketing Objectives
The marketing objective of Bettercup is to resolve the issue of waste completely by moving
towards an appropriate direction for the environment. Its objective is to provide a memorable
experience to its target market. To bring a positive change within an environment through
festivals and events helps in educating a diversified range of customers regarding sustainable
behavior. To promote its reusable cups, it gains partnership with locally operated or owned
suppliers to seek sustainability Porcu, Del Barrio-Garcia and Kitchen, 2017). It eliminates the
unusable waste by generating a better alternative. One of its marketing objectives is to be
authentic and genuine with their approach by targeting a huge customer base.
It creates reusable products to recover resources for recycling that enables natural resources and
embodied energy to be recaptured to use again. The cups produced by Bettercup reduces
unnecessary waste, bring changes in behavior and environment thinking. Its objective is to
implement holistic management solutions and by providing buying and rental options the
company collaborates with event organizers (Vernuccio and Ceccotti, 2015). With this, the

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company aims to meet the requirements of its target market and help to maintain the
environmental process. It aims to create a reusable promotional cup, music festival cup and eco
cup for providing a reusable solution.
References
Bettercup., 2019). Rental Cups. — bettercup. [online] Available at:
https://www.bettercup.com.au/rentalcups [Accessed 6 Apr. 2019].
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.
Manser Payne, E., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement: A research agenda. Journal of Research
in Interactive Marketing, 11(2), pp.185-197.
Porcu, L., Del Barrio-Garcia, S. and Kitchen, P.J., 2017. Measuring integrated marketing
communication by taking a broad organisational approach: The firm-wide IMC scale. European
Journal of Marketing, 51(3), pp.692-718.
Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016. Exploring
the integration of social media within integrated marketing communication frameworks:
Perspectives of services marketers. Marketing Intelligence & Planning, 34(1), pp.19-40.
Vernuccio, M. and Ceccotti, F., 2015. Strategic and organisational challenges in the integrated
marketing communication paradigm shift: A holistic vision. European Management
Journal, 33(6), pp.438-449.

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Appendices
Figure: Reusable cups created by Bettercup
(Source: bettercup., 2019)