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MRKT20052 Marketing Management and Digital Communication

   

Added on  2020-05-28

17 Pages4249 Words37 Views
Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONMarketing Management and Digital CommunicationName of the Student:Name of the University:Author’s Note:
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1MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONExecutive SummaryThe aim of the assessment is to develop and deliver a better value for the online grocery store forBig Basket. Big Basket is considered as one of the largest online grocery stores that aim towardsdelivery the grocery items at the doorsteps of the customers. Big Basket has been able to attractthe market by providing the opportunity for on-demand delivery for the target customers. It hasbeen seen that the grocery segment is still unexplored in spite of having huge scope. Several e-commerce organizations such as Amazon and Flip kart have established them in electronics andgarments but not in the grocery segment. The aim of this assessment is to shed light on the keypoints of the marketing plan that will help Big Basket to deliver and develop better brand valueto the target customers. Big Basket provides the wide range of products and online shopping forthe target customers that made grocery shopping convenient and fun for them. The companyprovides flexible home delivery and on-time delivery for the customers. The company hasdesigned a user-friendly website that makes it easier and convenient for the target customers forgrocery shopping. As a result, the target customers are extremely satisfied with the products andservices provided by Big Basket that has helped in successful value positioning. Thus, when thecustomers think of grocery shopping, they think of Big Basket automatically, as the companybelieves in delivering superior customer shopping experience in terms of delivery time anddelivery quality.
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2MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONTable of ContentsBackground......................................................................................................................................4Aim..............................................................................................................................................4Brief explanation of the service...................................................................................................4Target customers..........................................................................................................................5Value position compared to the competitors...............................................................................5Justification for proposing a better value.....................................................................................6Research methods............................................................................................................................6Techniques for gathering and analysing information about the target market, customer valueand competitors............................................................................................................................6Designing and communicating future value propositions for Big Basket...................................8Current value analysis......................................................................................................................9Marketing promotion plan.............................................................................................................10Conclusion.....................................................................................................................................12References......................................................................................................................................13
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3MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONIntroductionIn today’s world, the number of business organizations in the same sector is increasingrapidly that is leading to fierce and tough competition. Thus, attracting new customers as well asmaking loyal customers is extremely difficult for the business organizations, as they have tostand out from their competitors. The business organizations need to implement unique andinnovative business strategies to create an image in the eye of the target customers. Thus,effective management of marketing is crucial for the business organization to penetrate the targetmarket and expand their business. Effective marketing management provides an opportunity forthe business organizations to create and develop interest about their products and services amongthe customers by building strong customer relationships along with creating values for thecustomers and themselves (Armstrong et al., 2015). The modern world has completelydigitalized due to the extensive use of technology in daily life. Thus, communicating with thetarget customers digitally ensures effective results for the business organizations.Communicating with the target customers provides an opportunity for the business organizationsto keep them updated and ensure constant communication thereby, keeping track of the customerneeds and demands and aiming towards fulfilling them (Hollensen, 2015). This report introduces about marketing management and digital communication aboutBig Basket, an online grocery store that aims towards preparing a marketing promotion planincluding digital communications in order to deliver and communicate better values to the targetcustomers. The report also discusses the current value of Big Basket along with designing thefuture value propositions of the service provided by the company.
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