Promotional Mix: Marketing Strategy Recommendations

This document provides marketing strategy recommendations for Plastic Whale, including advertising strategy, public relations strategy, sales promotion, and market analytic metrics. It also discusses the target market and positioning statement for Plastic Whale.

Running head: PROMOTIONAL MIX
ASSESSMENT 3
MMK101 TRIMESTER 1 2019
MARKETING STRATEGY
RECOMMENDATIONS
Student Name:
Student Number:

1PROMOTIONAL MIX
Table of Contents
2.1 Target market.............................................................................................................................2
2.2 Marketing strategy recommendations........................................................................................2
2.2.1 Advertising Strategy...........................................................................................................2
2.2.2 Public relations strategy......................................................................................................4
2.2.3 Sales promotion..................................................................................................................5
2.2.4 Market analytic metrics......................................................................................................6
2.3 Conclusion.................................................................................................................................7
Reference.........................................................................................................................................9

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2.1 Target market
From the assessment 1, it is identified that the most potential target customers for the
Plastic Whale will be the young professionals between the age groups of 25 and 35. This group
will have the maximum potential due to the reason that they are well aware about the
environmental factors and are willing to contribute in mitigation activities (Aghdaie and
Alimardani 2015). Moreover, the young professionals will be targeted as they are having the
purchasing capability to avail the products of Plastic Whale.
Positioning statement
Based on the positioning statement discussed in the assessment 1, it is concluded that the
final draft of the positioning statement for Plastic Whale will be “ethical fishing, higher value”.
This positioning statement will communicate the unique proposition of Plastic Whale to the
customers along with conveying the message of value to be gained by the customers
(Akpoyomare, Adeosun and Ganiyu 2013). It should also be noted that the recommended
positioning statement of Plastic Whale will be beneficial in conveying their work process and
value to the customers.
2.2 Marketing strategy recommendations
2.2.1 Advertising Strategy
Advertising strategy will be one of the most suitable promotional tools for Plastic Whale
in communicating with the customers. This is due to the reason that advertising offline and
online mediums is having the maximum penetration and reach in the market compared to other
promotional tools. According to the theory of pull and push strategy, initiation of the advertising

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strategy will help in pulling the customers towards the brand (Kim, 2014). This is due to the
reason that as the advertising is having higher reached and penetration in the market, thus, it will
be able to enhance the desire and wants of the customers. Moreover, the chances of push factors
in sustainability are low as customers will be less willing to come forward in contributing.
Hence, with the help of the advertising strategy, Plastic Whale will be able to cater to larger
segments. In terms of the choice of mediums, it is recommended that both online and offline
mediums should be used. For example, social media platforms will be used to communicate with
the potential customers and in terms of the offline mediums, television commercials and print
media will be used. However, this should be noted that both the online and offline mediums
should convey the same subject to the customers (Stole 2014). The subject choice will be more
informative and aesthetic. This is due to the reason that informative promotions will help Plastic
Whale in conveying the entire product and business related information to the customers and this
is important as the business concept of the Plastic Whale is new in the market. Thus, the unaware
customers will be able to have the understanding about the concept and value proposition of
Plastic Whale.
On the other hand, aesthetic patterns will also be followed in the online and offline
advertisements. This is due to the reason that recycled plastic products will have lower attraction
for the customers compared to the conventional models. Thus, involvement of the aesthetic
values in the advertisements will help the target customers to have the understanding about the
styles of the products. Television commercials should have proper blend of audio and video
elements that will real world experience to the potential customers (Buil, De Chernatony and
Martinez 2013). In terms of the integrated communication mix, the online mediums will be used
as the complementary of the offline mediums. This will include the social media platforms in

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engaging with the potential customers and gaining feedback and views from them. On the basis
of these feedbacks and views, the advertisement approach will be designed. This will ensure the
maximum return for Plastic Whale. The brand positioning of high quality and lower price of
Plastic Whale can also be maintained. This is due to the reason that involvement of both online
and offline mediums in the advertisement policy will communicate to the customers about how
Plastic Whale is offering the best value in competitive pricing (Dimofte, Goodstein and
Brumbaugh 2015).
2.2.2 Public relations strategy
The next communication strategy recommended for Plastic Whale is the public relation
strategy. This will have lower reach as compared to the advertisements but will have more
favorable long term impact. It should be noted that public relation strategy will act as the major
push factor due to the reason that with effective public relation with the customers, they will feel
the need for availing the recycled products. There are different mediums will be used under the
public relations strategy including media relations, corporate social responsibilities and
employee relations (Qrunig and Qrunig 2016). Each of these tools will be initiated for achieving
different objectives. With the help of the media relations, the reach of Plastic Whale in the
market will be more. In addition, media statement will be helpful in periodically communicating
the market about the latest updates. Thus, the target customer’s expectations of having the access
to latest value propositions can be fulfilled. In addition, involvement of the corporate social
responsibility will also further contribute in having effective relationships with the target
customers (Colleoni 2013). This is due to the reason that corporate social responsibilities will
help Plastic Whale to portray their social approach to the customers. For example, if they can
meet the needs of cost effective mode of transportation in the backward areas with their boats,

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them the relationship between the Plastic Whale and the community will be more favorable that
will ensure their goodwill and reputation (Ferguson 2018).
The message to be communicated with the public relation strategy will be more oriented
towards the social benefits rather than the product centric in the advertisement. This is because of
the fact and social approach will ensure that the potential customers are having positive
impression towards Plastic Whale and this will be beneficial in gaining market in the long term.
The last medium that will also be used in public relation is the employee management.
Employees are the connecting point between the company and the customers (Grunig 2017).
Thus, if they can be managed well, they will communicate positivity to the customers. Moreover,
in the case of socially beneficial products such as of the Plastic Whale, the effectiveness of the
employees will help to persuade and build positive vibe among the customers. Hence, it can be
concluded that if the employees can be managed well, it will reflect in the customer delivery
process and will ensure better relationship with the customers. Initiation of the public relation
strategy will be valuable for both Plastic Whale and the target customers. This is due to the
reason that public relation will help Plastic Whale to determine the market trends and change in
the preference pattern and expectations of the customers. Accordingly, the value proposition can
be designed (Claeys and Cauberghe 2014). On the other hand, with the help of the proper public
relation strategy, customers will also have the understanding about the change in the product
portfolio of Plastic Whale and how the newly introduced products of them will be beneficial in
fulfilling the requirements.
2.2.3 Sales promotion

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The last recommended strategy is the sales promotion, which will be beneficial in
providing more real world experience to the customers. This strategy will also act as the push
factor due to the reason that experience that will be gained by the customers will increase their
want and desire to avail the products of Plastic Whale. In this case also, a few different mediums
will be leveraged such as free trials, displays, discounts and loyalty incentives. For example,
offering free trails to the customers will enable them to compare the products of Plastic Whale
with that of other conventional brands. The customers will be able to have the practical data
about the products (Teck Wang and Cyril de Run 2013). Thus, it can be concluded that with the
help of sales promotion, Plastic Whale will be able to provide more practical experiences to the
customers. In this case, the subject content will not be much important due to the fact that
customers will have access directly to the products. In terms of the brand positing of Plastic
Whale, sales promotion will help them to convey the customers about their products are different
to that of their competitors. On the other hand, the needs of the target customers to have the
practical experiences of the products for comparison can also be fulfilled.
2.2.4 Market analytic metrics
KPIs Advertisements Public relation
strategy
Sales promotion
Coverage of the
market areas
The more will be the
coverage of the
market regions, the
more will be the
effectiveness of the
advertisements. It will

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ensure the larger
customer target
segments being
covered.
Feedback from the
customers
Generating qualitative
feedback from the
public will help to
have the
understanding about
the effectiveness and
impact of the public
relation on them.
Sales conversion rate The rate of conversion
of the potential
customer leads to
sales will determine
the effectiveness and
performance of the
sales promotion and
vice versa.
2.3 Conclusion

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Thus, it can be concluded that the recommended promotional mix strategy discussed in
this report will be beneficial for them in reaching out to the targeted customers. It is
recommended in this report that implementation of different promotional tools will ensure that
Plastic Whale is being able to tap the customers from different perspectives. It is identified that
Plastic Whale will face majorly positive implications by initiating the above recommended
promotional tools. However, it is also important for them to consider the fact that practical
experience for the customers is important in attracting them. Thus, the communication strategy
will be designed by considering the fact that engagement of the customers is most important.
This will ensure the higher retention ratio for Plastic Whale in the long term.

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Reference
Aghdaie, M.H. and Alimardani, M., 2015. Target market selection based on market segment
evaluation: a multiple attribute decision making approach. International Journal of Operational
Research, 24(3), pp.262-278.
Akpoyomare, O.B., Adeosun, L.P.K. and Ganiyu, R.A., 2013. Approaches for generating and
evaluating product positioning strategy. International Journal of Business Administration, 4(1),
pp.46-52.
Buil, I., De Chernatony, L. and Martínez, E., 2013. Examining the role of advertising and sales
promotions in brand equity creation. Journal of Business Research, 66(1), pp.115-122.
Claeys, A.S. and Cauberghe, V., 2014. What makes crisis response strategies work? The impact
of crisis involvement and message framing. Journal of Business Research, 67(2), pp.182-189.
Colleoni, E., 2013. CSR communication strategies for organizational legitimacy in social
media. Corporate Communications: an international journal, 18(2), pp.228-248.
Dimofte, C.V., Goodstein, R.C. and Brumbaugh, A.M., 2015. A social identity perspective on
aspirational advertising: Implicit threats to collective self-esteem and strategies to overcome
them. Journal of Consumer Psychology, 25(3), pp.416-430.
Ferguson, M.A., 2018. Building theory in public relations: Interorganizational relationships as a
public relations paradigm. Journal of Public Relations Research, 30(4), pp.164-178.
Grunig, J.E., 2017. Symmetrical presuppositions as a framework for public relations theory.
In Public relations theory(pp. 17-44). Routledge.

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Kim, N., 2014. Advertising strategies for charities: Promoting consumers’ donation of time
versus money. International Journal of Advertising, 33(4), pp.707-724.
Qrunig, L.A. and Qrunig, J.E., 2016. Toward a theory of the public relations behavior of
organizations: Review of a program of research. In Public relations research annual (pp. 37-74).
Routledge.
Stole, I.L., 2014. Persistent pursuit of personal information: A historical perspective on digital
advertising strategies. Critical Studies in Media Communication, 31(2), pp.129-133.
Teck Weng, J. and Cyril de Run, E., 2013. Consumers' personal values and sales promotion
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Pacific Journal of Marketing and Logistics, 25(1), pp.70-101.