Marketing Plan Stage 3: MKT101A Canva Marketing Mix Strategies

This report provides a comprehensive analysis of Canva's marketing mix, focusing on product strategy, pricing strategy, placement strategy, and promotional tools. It explores Canva's product offerings, including its drag-and-drop design software and various templates, and examines its pricing structure, including free, Canva for Work, and Canva Enterprise options. The report also delves into Canva's placement strategy, highlighting the importance of its Design School blog and its integration with social media. Furthermore, it analyzes Canva's promotional tools, such as advertising, sales promotions, personal selling, direct marketing, and public relations. Finally, the report offers recommendations for Canva to enhance its marketing efforts, including adding more innovative products, refining its pricing strategy, improving its promotional strategies, and expanding its brand presence through celebrity endorsements. This analysis aims to provide insights into Canva's marketing strategies and suggest areas for improvement.

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Marketing Fundamentals
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Marketing Plan – Stage 3: Marketing Mix
Table of Contents
Marketing Mix.............................................................................................................................................2
Product Strategy......................................................................................................................................2
Pricing Strategy........................................................................................................................................2
Placement................................................................................................................................................3
Promotions..............................................................................................................................................3
Recommendations.......................................................................................................................................4
References...................................................................................................................................................6

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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).

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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 holders of Canva 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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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
after meeting face-to-face with the users. Canva promotes its products through its
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
 Public Relations - It includes of hosting special events, sponsoring campaigns and
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 companies and 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

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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

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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). Amazingly Simple Graphic Design Software – Canva. Available at:
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
characteristics moderate the relationship between metric use and marketing mix
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-branding model. International Journal of Entrepreneurial Behavior &
Research, 22(1), 155-174.

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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.