2 Marketing Plan – Stage 3: Marketing Mix Marketing Mix Marketing mix helps Canva to promote its products in the market. It is a matter of fact that all the components of marketing mix are interrelated with one another. They create a marketing plan for Canva and if all the components are handled properly, it can provide Canva more success. The marketing mix requires lots of understanding, consultation with many people from users to marketers and many other people involved with the company and more importantly the market research. Product Strategy Canva is a software for designs with the drag and drop interface which the users can utilize either on app or on computer. The software provided by Canva is particularly useful if a person is not naturally prone to be a graphic designer. It is best and extremely beneficial if an individual is more artistic. It is easy to make a sleek, beautiful and professional-looking designs in few minutes with the help of the products of Canva (Bahadir, Bharadwaj & Srivastava, 2015). Canva offers wide range of designing products for free and every products are easy to utilize for creating graphic designs. The products of Canva consist of templates for presentations, posts from social media, book covers, posters and many more purposes. Some of the products of Canva are Fiverr, 99Designs and Tailor brands (Canva.com, 2019). Fiverr is best for the professionals and it price starts from $5.99Designs is best for high quality webpage designs, banner advertisements and logos it price starts from $49. Tailor brands is best for appealing and unique logos and it price starts from $9.99 per month. Pricing Strategy There are three price options involved with Canva, Free, Canva Enterprise and Canva for Work. The Free version of Canva have the maximum features a user need to make various types of graphics. It includes templates for posts for social media such as posts for Facebook, Twitter and Instagram and also templates for brochures, book covers and infographics. The plan for Canva Enterprise is a custom-priced as it depends on the designing needs of Canva. The plan for Canva for Work is $12.95 for each user when paid per month with 23% discount if the users pays them yearly that is $9.95 for each user when paid yearly (About Canva, 2019).
3 Marketing Plan – Stage 3: Marketing Mix The level of organization and customization sets the paid plans apart from the free version. With the paid plans, the users could use their own fonts. Another useful feature of paid plans is that they allow the users to make several folders to classify the designs (Datta, Ailawadi & van Heerde, 2017). They could resize their designs without recreating the original designs from the scratch. The plan holdersofCanva for Work receives priority supports whereas the plan holders of Canva Enterprise receives dedicated account manager. Placement The marketing team of Canva maintain a blog known as Design School that has recently seen huge growth to almost half a million visitors in a month those who are mostly through social networking sites (Jackson & Ahuja, 2016). This marketing strategy is responsible for the popularity of Canva. The blog of Canva is connected with social networking sites like Facebook, Twitter and Instagram and the users or the visitors leave comments and communicate with the marketers of Canva.The marketers frequently update new contents about the products, price, events and many other things on its blog. Blogging makes the ideal marketing strategy of Canva as it not only provide new information to attract the users but also offer a communication medium between the users and Canva. The blog marketing strategy allow Canva for creating a unique brand image and shine among the other graphic design companies of the country (Liu, Li, Chen & Balachander, 2017). It also offers tips and updates and provides the peoples a reason to come back to official website of Canva. As a result, Canva gets the opportunity to sell its products to the customers. Design School allows Canva to interact with the current market and also provide opportunities to build rapport and trust and also receive feedback and provide high quality customer services. Promotions The five promotional tools used by Canva are as follows: Advertising -It consist of print advertisements in magazines, newspaper, TV, radio, billboards as well as advertising in social networking sites. It is a non -personal promotion strategy of Canva as the seller that is Canva does not have direct contact with the customers (Mintz & Currim, 2015)
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4 Marketing Plan – Stage 3: Marketing Mix Sales Promotions- It includes the sales promotion methods of Canva such as contests, displays and price incentives like 50% discount on the products of Canva and buy one get one free schemes (O'Cass & Heirati, 2015) Personal Selling -It consist of direct promoting and selling from Canva to its customers aftermeetingface-to-facewiththeusers.Canvapromotesitsproductsthroughits approaches, attitudes and appropriate product knowledge (Resnick, Cheng, Simpson & Lourenço, 2016). It target the users to inform and motivate them to purchase or atleast try its trial products Direct Marketing -It involves blogs, letters, catalogs and coupon mailers.With the help of this promotional strategy, Canva directly sells its products to its target customers and ask then to take actions like to order its products, clip a coupon, call at its toll-free number and visit its official website PublicRelations-Itincludesofhostingspecialevents,sponsoringcampaignsand generating media coverage (Sinapuelas, Wang & Bohlmann, 2015). This promotion strategy helps to promote a positive image of Canva, foster goodwill and generate publicity with the aim to increase sales of the products of Canva Recommendations Canva need to add more innovative products and templates for graphic designing. It have to regularly check its products to meet the needs and demands of the existing users. Depending on the kinds of its products, Canva can get advantages from seasonal promotions by combining its products with the products of other companies. Canva can build business alliances with other graphic designing companiesand give complementary products to its users and clients Canva can assign and empower one of its executive team such as CMO of VP of the Marketing to develop a price improvement strategy and procedures. Pricing strategy is an involved procedure, so Canva must always revisit and optimize its pricing strategy according to the conditions of current market. The marketers of Canva must review the pricing structures and selling terms of Canvas’s as well as its competitors annually. They must set up a target of yearly pricing improvement and measure it every month The marketers of Canva need to get out and meet people as much as possible. They must create business cards and always carry with them along with the necessary material for
5 Marketing Plan – Stage 3: Marketing Mix marketing. They must always be ready with a 30 seconds elevator speech so that they can market their products whenever any person shows interest in their products. They must always to prepare to represent Canva irrespective of place and location The promotional strategy of Canva can involve celebrities to attract the people to try its products. Endorsements though celebrities could provide huge value to the products and also its brand if done properly. If a celebrity involves with the products, it can bring a high level of familiarity and trust to the customers
6 Marketing Plan – Stage 3: Marketing Mix References About Canva. (2019).About Canva. Available at:https://about.canva.com/[Accessed 23 Apr. 2019]. Bahadir, S. C., Bharadwaj, S. G., & Srivastava, R. K. (2015). Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics.Journal of International Business Studies,46(5), 596-619. Canva.com.(2019).AmazinglySimpleGraphicDesignSoftware–Canva.Availableat: https://www.canva.com/[Accessed 23 Apr. 2019]. Datta, H., Ailawadi, K. L., & van Heerde, H. J. (2017). How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?.Journal of Marketing,81(3), 1-20. Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix.Journal of Direct, Data and Digital Marketing Practice,17(3), 170-186. Liu, Y., Li, K. J., Chen, H., & Balachander, S. (2017). The effects of products’ aesthetic design on demand and marketing-mix effectiveness: The role of segment prototypicality and brand consistency.Journal of Marketing,81(1), 83-102. Mintz, O., & Currim, I. S. (2015). When does metric use matter less? How firm and managerial characteristicsmoderatetherelationshipbetweenmetricuseandmarketingmix performance.European Journal of Marketing,49(11/12), 1809-1856. O'Cass, A., & Heirati, N. (2015). Mastering the complementarity between marketing mix and customer-focused capabilities to enhance new product performance.Journal of Business & Industrial Marketing,30(1), 60-71. Resnick, S. M., Cheng, R., Simpson, M., & Lourenço, F. (2016). Marketing in SMEs: a “4Ps” self-brandingmodel.InternationalJournalofEntrepreneurialBehavior& Research,22(1), 155-174.
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7 Marketing Plan – Stage 3: Marketing Mix Sinapuelas, I. C. S., Wang, H. M. D., & Bohlmann, J. D. (2015). The interplay of innovation, brand, and marketing mix variables in line extensions.Journal of the Academy of Marketing Science,43(5), 558-573.