DRIP Model for Marketing Communications

MARKETING COMMUNICATIONS

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Table of content
1. What would you have changed and why? 2
2. Explanation to theories and frameworks 2
References 6

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1. What would you have changed and why?
The answers presented in response to the case study questions are all correct and I would not
like to change anything.
2. Explanation to theories and frameworks
DRIP model
Drip model is used for supporting the marketing and communication plan. The concept was
introduced by Chris Fill. DRIP is an acronym for differentiate, reinforce, inform and persuade.
The model that has been used for responding to the case study questions is actually very useful
tool for setting the broader communication goals (Mathieu and Löfgren, 2018). This model can
be used to formulate a marketing campaign which can be used for either new products or the
existing ones. Hence it is necessary to analyse each of the elements mentioned in the DRIP
model.
Differentiate Differentiation is necessary for business
organisations when it tries to communicate
their products and services in the portfolio to
the customers. In order to overcome the
competition in the market, the organisation
needs to be very clear on their unique selling
point. In simple terms it can be explained as
establishing the market where in the company
has positioned its products and services. In
order to capture the niche market, it is
necessary for business organisations to
portray their specialisation.
Reinforce Reinforcing the message sent to the
customers is a very vital aspect of a
marketing campaign and it requires
strengthening by demonstration of the
uniqueness of the brand. The product may
have any attribute like it may be cheaper,
made of better quality goods, is
environmental friendly, easy to use to name a
few. Demonstrating specialisation is not the