MMK295: Bettercup IMC Strategy Analysis and Recommendations

This report provides a comprehensive analysis of Bettercup's integrated marketing communications (IMC) strategy. It begins with a background of the company, a Melbourne-based organization that manufactures and supplies reusable cups. The report then delves into the company's positioning and communication strategies, including its mission to reduce plastic usage and its competition within the Australian market. It explores market segmentation and targeting, focusing on environmentally conscious consumers and the impact of consumer preferences. The report outlines Bettercup's marketing objectives, such as building brand awareness and increasing market share. The rationale behind these objectives and the channels used for communication, including social media and events, are also discussed. The report concludes by highlighting the importance of digital channels and customer relationships in achieving these objectives, providing a detailed overview of Bettercup's approach to marketing communications.

Running head: INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS
Name of the Student
Name of the University
Author Note

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Table of Contents
Background of the company..........................................................................................2
Positioning and communication of the company...........................................................2
Market segmentation and targeting of the company......................................................3
Marketing objectives......................................................................................................4
References......................................................................................................................6
Appendices.....................................................................................................................6

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Background of the company
Bettercup is Melbourne based organization that mainly manufactures and further
supplies the reusable cups that are provided for reusable purposes. The major objective of the
organization is to eliminate the needs that are based on the single use of the plastic cups. The
reusable based solutions are offered to different types of consumers in order to fulfil reusable
cup related needs. The support that is provided by Bettercup is not only based on the effective
supply of cups. The company also offers services that include, drying and washing based
solutions, storage, onsite based management and consultation as well (Bettercup.com.au
2019).
Positioning and communication of the company
The mission of Bettercup is based on the ways by which the company is able to
develop reusable products that can be used as a replacement of single use based plastic
products. The environmental effects of plastic usage will be reduced with the extensive usage
of these products. The organization has many competitors in the Australian industry who
produce reusable products (Fill and Turnbull 2016). The choice of consumers has a major
impact on the operations of Bettercup in the industry. The major competitors of Bettercup in
the industry mainly include, Replas, Biome, Onyalife, Flora and Fauna, Globelet. The
organization needs to position itself in the market in such a way that will help in maintaining
its revenues. The low priced positioning strategy is considered to be the most effective for
Bettercup and its future operations in the industry (Finne and Grönroos 2017).
The communication strategy that will be developed by Bettercup is based on the ways
by which messages related to the products can be transferred to the customers. The channels
that are currently being used by Bettercup to communicate with the customers are the events
in which the products are showcased. Social media will be used effectively in order to

3INTEGRATED MARKETING COMMUNICATIONS
communicate with the customers and increase the levels of awareness based on the products
(Juska 2017). The company will be able to reach huge number of customers with the proper
usage of social media. The company will be able to provide the messages related to products
to the customers. The position of Bettercup will be based on the low prices that are offered by
the company in order to compete with the other large organizations in the industry (Keller
2016).
High Price
Low Quality High Quality
Low Price
Market segmentation and targeting of the company
The target market of Bettercup are the consumers who are prefer environment friendly
based products. The demographic factors that are related to the target market of the
organization mainly include people who belong to different age groups based on young and
old people. The psychographic segmentation based factors are related to choice of consumers
and their personality based on usage of reusable products. The lifestyle of the consumers has
an impact on the interest levels and the levels up to which they prefer environment friendly
products (Kitchen and Burgmann 2015). The target market size of Bettercup is large and the
organization will be able to offer its products to the consumers in an effective manner. The
consumption levels of the consumers are able to affect the ways by which Bettercup is able to
develop its products. The reusable products can fulfil the needs of the consumers who belong
Bettercup
Replas
Biome

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these psychographic groups. This will be able to play a major role in the development of
effective market segments of Bettercup (Luxton, Reid and Mavondo 2015). The customers
who prefer environment friendly products can also be highly price sensitive in nature. This
can be considered to be a major factor that will be supported by the low priced strategy
implemented by Bettercup. The differentiation of the products offered by Bettercup is
considered to be an important part of the ways by which the company can maintain an
effective customer base. The relationship of positioning strategy of Bettercup is highly
important for the development of proper segments of customers. The position that has been
developed by Bettercup will be maintained with the help of the customer base (Valos et al.
2016).
Marketing objectives
Bettercup is aiming at developing a unique position in the market of reusable products
that has become quite competitive in nature. The different objectives that have been set by
Bettercup are the following,
Building awareness of the brand among the consumers in order to improve the
revenues of the organization.
Increasing the share of Bettercup in the market with the help of products that
are offered to the consumers (Luxton, Reid and Mavondo 2015).
Improving the relationships that have been developed with the stakeholders in
order to develop sustainable operations in an effective manner.
Development of proper channels that can help in the enhancement of customer
relationships. Effective customer relationships will be able to play a major role
in the ways by which Bettercup is able to face competition in the industry
(Kitchen and Burgmann 2015).

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The rationale that is related to the development of the objectives is mainly based on
the ways by which Bettercup can enhance that it has gained in the industry. The channels that
have already been used by the organization for communication purposes can be increased in
order to reach the consumers faster. The company has also showcased its products in
different events that are able to provide support in the development of a customer base. The
implementation of digital channels will be able to play a major role in the ways by which the
company can communicate effectively with the customers (Finne and Grönroos 2017). Social
media channels will be able to play a major role in the ways by which Bettercup will be able
to increase its presence in the industry along with awareness based on products that are
offered to the customers.

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References
Bettercup.com.au 2019. bettercup. [online] bettercup. Available at:
https://www.bettercup.com.au/ [Accessed 9 Apr. 2019].
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), pp.445-463.
Juska, J.M., 2017. Integrated marketing communication: advertising and promotion in a
digital world. Routledge.
Keller, K.L., 2016. Unlocking the power of integrated marketing communications: How
integrated is your IMC program?. Journal of Advertising, 45(3), pp.286-301.
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: making it work
at a strategic level. Journal of Business Strategy, 36(4), pp.34-39.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016.
Exploring the integration of social media within integrated marketing communication
frameworks: Perspectives of services marketers. Marketing Intelligence & Planning, 34(1),
pp.19-40.
Appendices