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Marketing Management & Digital Communications Report

   

Added on  2020-05-28

21 Pages4403 Words119 Views
Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONSMarketing Management and Digital CommunicationsWater Purification StationStudent’s name:Name of the university:Author’s note:

1MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONSExecutive summaryThis report sheds light on the socially innovative product of Water Purification Station that helpsto improve the community welfare. The Water Purification Station established in Melbourne inorder to serve the society. Pure water is in demand in Australia and there are many organisationsalready present to serve the customers. The practice of social entrepreneurship is shown in waterpurification station.In the first part, aim, target market and brand value of the organisation have been developed. Theresearch team of the organisation collected the data through case study analysis, descriptivesurvey and interviews. In addition, the help of secondary sources has also been taken in order tocollect the data. In brand analysis section, current brand value has been analysed through ProductLife Cycle (PLC) and BCG matrix has been conducted. Brand positioning canvas of theorganisation provides information about customers' demand and organisation's offering.In addition, online marketing technique of this organisation has been given with budget.Facebook, Twitter and other online marketing strategies like SEO and PPC marketing have beenconducted. 4Ps of marketing has been described in light of the marketing strategy of theorganisation. Water Purification Station’s competitors’ analysis and brand value analysis havebeen conducted in this report.

2MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONSTable of ContentsIntroduction......................................................................................................................................31. Background..................................................................................................................................31.1 Aim.........................................................................................................................................31.2 Brief explanation of the product or service............................................................................31.3 Target markets........................................................................................................................41.4 Current value..........................................................................................................................42. Research methods........................................................................................................................52.1 Data collection methods.........................................................................................................52.2 Case study analysis................................................................................................................52.3 Descriptive survey..................................................................................................................62.4 Interviews...............................................................................................................................63. Current value analysis..................................................................................................................63.1 Explanation of customers’ perceived value for Water Purification Station...........................63.2 Current ‘value’ position of Water Purification Station..........................................................73.3 Value proposition canvas.....................................................................................................104. Marketing promotion plan.........................................................................................................114.1 Objectives of marketing.......................................................................................................114.2 Allocated budgets in order to convey better and right values to the target markets............12

3MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS4.3 Marketing mix analysis........................................................................................................134.4 Brand value analysis............................................................................................................154.5 Competitor analysis..............................................................................................................155. Conclusion.............................................................................................................................17Reference List................................................................................................................................18

4MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONSIntroduction Water Purification Station is a socially innovative business concept for the communitypeople to improve the people's health. Social responsibility is a marketing tactic and it has theflavour of socio-entrepreneurship. Social enterprise’s primary purpose is to deliver the commongood to the people and its service or products must generate income (Gabrielli & Balboni, 2010).This report highlights the promotional plan and digital marketing communication of WaterPurification Station situated in Melbourne, Australia. In the first part of this report, aim, targetmarket and a brief explanation of the chosen product and service are described. The researchmethod is taken as primary data collection method through qualitative analysis. Current valueanalysis and promotional plan of Water Purification Station are also given in this report. 1. Background 1.1 AimThe main aim of this report is to deliver and communicate better values through a digitalpromotion for Water Purification Station and to improve community welfare and humanitarian.1.2 Brief explanation of the product or serviceWater Purification Station is a place where water is purified removing undesirablechemicals, suspended solids, gases and biological contaminants from water. Water PurificationStation will be established in Melbourne, Australia as an innovative product to improve people'shealth. The main aim of this service is to provide clean drinking water to the people with lowcost.

5MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS1.3 Target markets The target market of Water Purification Station includes the local community of Melbourne andits suburbs, traders in nearby towns and online customers who will try to avail the service andproducts of water purification station. Millions of people prefer healthy drinking water;therefore, the target market will be based on geographic segmentation and psychographicsegmentation. A geographical segment is based on locations and regions near Melbourne, on theother side, psychographic segmentation is about lifestyles, personality, class and attitudes of thepeople. Customers who have a tendency to purchase and used to of having healthy drinkingwater will eventually purchase drinking water.1.4 Current valueWater Purification Station brand targets its integrity and quality by applying core valuesof giving the customers healthy and clean drinking water with nutrients. The production cost, thevalue of the product perceived by the consumers and market value of a product comprises avalue of a product (Baron, Brouwer & Garbayo, 2014). The current value of Water PurificationStation is high as it provides socially innovative service to the customers at a low price.Water treatment technologies and its industry hit rapid growth and it was estimated $7billion in 2016, it may touch $11 in 2020 in global. Market competitors in Australia are WaterTreatment Australia Pty, Water Treatment service and Chemtex Speciality Ltd. The marketposition of this Water Purification Station will be better in a few years as this one will beinnovative. In order to create new values, the Water Purification Station needs to understandwhat drives the customers and they need to identify the segments where they can create morevalues. The innovation of the organisation is that it can reduce the water waste through recyclingand it will contribute to environmental conservation.

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