Who Gives A Crap: Integrated Marketing Strategy, Analysis & Expansion

This report provides a comprehensive analysis of Who Gives a Crap's integrated marketing communication strategy. It begins with an overview of the company, highlighting its unique position in the toilet paper market due to its 100% recycled products and commitment to donating half of its profits to sanitation projects in developing countries. The report details the company's marketing strategies, including its traditional approach of linking its brand to social good and its effective use of social media marketing to engage with customers. It also discusses the strategic importance of the company's name and its direct campaigning efforts. Furthermore, the report explores potential product expansions, such as incorporating antiseptic features and creating portable options, and suggests marketing strategies for these new products. The analysis emphasizes the company's innovative approach to marketing, which combines social responsibility with creative branding and direct customer engagement to achieve significant success in a competitive market. The study concludes that Who Gives a Crap can further enhance its market presence and revenue by implementing the suggested product range and marketing strategies.

Running head: INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
Name of the student
Name of the University
Author note

1INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Overview of the company............................................................................................................2
Marketing strategy of the company.............................................................................................3
Traditional marketing strategy.....................................................................................................4
Social media marketing...............................................................................................................4
Selection of name of the company...............................................................................................5
Direct campaigning......................................................................................................................5
Inclusion of art.............................................................................................................................5
Possible product expansion..........................................................................................................6
Marketing of the suggested product range...................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................9

2INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
Introduction
The study intends to give a clear understanding of the concept of integrated marketing
communication. Most of the businesses, especially the small businesses uses the strategy that in
order to reach out to maximum customer base while aiming to generate most of the revenue from
market. The whole course of the study is designed in a way that it sheds light on the integrated
marketing communication with an example of a company which is newcomer in the industry.
Who gives a crap, the company has been marked itself as a unique company as it introduced a
revolutionary product in the market of toilet papers (Ainomugisha, 2018). The company brought
the invention in the toilet papers by making it completely recycle enable as the company claims
100% recycled. Along with that, one of the most distinctive features of the business of the
company is that it donates exactly half of its profit to the developing countries for the purpose of
building toilets, which it generates from selling the products. In line with the objective of the
company, during the whole course of the discussion, the paper highlights the marketing mix and
the marketing campaigns of the company to understand the integrated marking communication
strategy of the company (Crap, 2018). Additionally, the report also suggests the future product of
the company in terms of product expansion as well as it suggests the possible ways of marketing
the product successfully.
Discussion
Overview of the company
In spite of being a newcomer in the market of toilet paper, Who Gives a Carp has been
able to achieve a massive success as well as recognition by inventing a revolutionary product in

3INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
the market which is recyclable toilet paper. Along with the product, there is another factor that
makes it different from other companies that is its contribution to the society as it donates its half
of its profit to the improvement of sanitation in the developing countries. Thus it can be said that
the primary aim of the company is to serve for the noble cause (Keeping half the profits beats
non-profits for social impact: Who Gives A Crap founder Simon Griffiths, 2018). Along with the
recyclable toilet papers, there are other products like tissues and paper towels are sold by the
company. The company has entered in the market in the year of 2012, since then it has been
changing the scenario of business world by inventing as well as sells the eco-friendly toilet
papers with the aim of emitting the greenhouse gas that generates from the manufacturing of the
general toilet papers. In addition, its contribution to the hygiene education of the developing
countries’ children deserves mention as the company’s aim is not only to do business but also
contributing to the conservation of nature to a large extent (Moore, 2018). The annual report of
the company states that till now it has been able to save 22758 trees as well as it has reduced the
emission of greenhouse gas by 4377 tones, which are undoubtedly an achievement for the
company.
Marketing strategy of the company
As discussed previously, the company has entered the industry with a revolutionary
product that is recyclable toilet papers with the aim of emitting the pollution level across the
world. Since the company is a startup, it has adopted several marketing strategies keeping the
limited budget in view. In regard to this, it must be mentioned that its contribution to the society
which is its donation of 50% profit to the improvement of the sanitation in the developing
countries is its primary strategy that the company uses to promote its products (Social Startup
'Who Gives A Crap' Is Making Toilet Paper Cool To Help Those In Need, 2018). However, this

4INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
strategy of donation towards the development of the toilets is largely considered to be one of the
ways of traditional marketing. Apart from this, the company also uses the latest marketing
strategies like social media based promotions and so on. As the company is a startup and the
industry of toilet paper is not growing like other industries the company had to design its
marketing strategy in a way that it can reach out to maximum customer base within less time.
The below mentioned are the strategies that are adopted by the company as integrated marketing
strategy.
Traditional marketing strategy
In order to explain the traditional way of marketing by the company, it needs to be
mentioning again that the company donates half of its profit towards the sanitation improvement
in the developing countries (Social Startup 'Who Gives A Crap' Is Making Toilet Paper Cool To
Help Those In Need, 2018). It is needless to mention that the company through this traditional
way of marketing has been able position itself as a unique company in the sphere of toilet papers.
Social media marketing
Besides adopting the traditional media marketing, Who Gives a Crap mainly prioritized
social media marketing. Generally, most of the startups due to having the limited budget opt for
social media sites in order to promote their brand and Who Gives a Crap is no exception. Since,
2012 to the present day, the company over the social media platforms, has been able to reach out
to a considerable amount of customer (Who Gives a Crap, 2018). the social media based
marketing of the company includes publishing of the videos, photos, articles and other contents
over the social media platforms in order to attract the customers to use its products. Through the
social media marketing, the company keeps direct contact with the customers while allowing

5INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
them to give feedback as well. Its popularity over the social media sites shows the success of its
social media marketing strategy.
Selection of name of the company
The name of the company is unique and itself attracts the attention of the customers. Thus
it can be said that the company from the very beginning focused on being unique from other
existing companies in the market. Before selecting the name, the company had researched in the
concerned field which helped it in choosing a unique name (Who Gives a Crap, 2018). Thus the
name of the company indicates that it has some unique features which other companies do not
possess. Therefore, it is easily said that the name of the company itself markets its branding.
While choosing the name, the company focused on achieving the popularity over the social
media sites.
Direct campaigning
Beside social media marketing and traditional way of marketing, the company also
organized several campaigns in order to increase its popularity. From fund raising campaigns to
environment related awareness campaigns, the company had conducted a various range of the
campaigns in order to reach out to maximum customer’s base (Twinlife Marketing, 2018). The
campaigns were mode of direct communication through which the company received massive
responses.
Inclusion of art
Like its name, who gives a crap incorporated art its products. It hired one of the
renowned companies that create artworks. Craig and Karl is innovate the packaging of the
products of the company with the special designs. Mostly all paper rolls of toilet paper towels are

6INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
placed cupboards but the unique combination of art with the packaging the product made it to be
placed outside the cupboards. The aim behind the partnership with famous Craig and Karl was to
make its products attractive e as well as distinctive from other brands (Twinlife Marketing,
2018). This in turn attracts the customers of Craig and Karl as well as the art lovers.
Possible product expansion
Currently, the products sold by who gives a crap are recyclable toilet papers, toilet paper
towels and paper tissues. As mentioned earlier a considerable amount of profit which the
company generates from selling of its products is being donated for the purpose of noble cause of
saving the nature (Twinlife Marketing, 2018). However, the company can generate more revenue
as well as contribute more towards the noble cause of saving the nature by expanding its product
range. The company can include the feature of anti-septic in its existing eco-friendly recyclable
product range. Apart from extending the product range with the anti-septic feature, the company
also makes the product portable so that customers can carry it (Social Startup 'Who Gives A
Crap' Is Making Toilet Paper Cool To Help Those In Need., 2018). The portable as well as anti-
septic toilet papers barely exist in the industry thus it will be highly beneficial for the company to
make it different from other companies. Therefore with this suggested product range the
company will be able to pull a large extent of profit from the market. along with that, as the
primary aim of the company is to promote or encourage the initiative of the development of
sanitization program in tee developing countries, it can sponsor some relevant social awareness
events through which it can improve its brand image. The programs might be in term of social
awareness programs with the aim of awarding people to reduce the use of water while
encouraging them to use toilet papers instead of water. It can also incorporate art in the products

7INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
along with the packaging. This will not only attract the adults to use the products of the company
but will also attract the children to use the products.
Marketing of the suggested product range
In order to market the suggested product range, the most useful method will be the social
media based marketing. Using the social media platforms most of the customers can be reached
within minimum time. Another usefulness of social media is that it uses creative contents to
attract the users or customers (Ainomugisha, 2018). Beside of social media marketing, the
company can use traditional marketing by featuring advertisements over the televisions,
hoardings, banners and so on. Another useful strategy will be conducting direct marketing
campaigns through which it can showcase its products. Apart from all these in order to feature
the products of the company, it can conduct press conferences so that the media houses covers
and create stories to feature the product range of the company. Similarly it can also participate in
the radio events to communicate as well as advertise the upcoming products. However, it must
be mentioned that the company in order to implement the above mentioned marketing strategy
except the social media based marketing, the company must have ample amount of budget.
Conclusion
Therefore it in the conclusion, it can be said that the company who gives a crap will be
able to pull large amount of revenue from the market with the suggested product range. The
report aims to give a clear understanding of the concept of integrated marketing communication.
Most of the businesses, especially the small businesses uses the strategy that in order to reach out
to maximum customer base while aiming to generate most of the revenue from market. The
whole course of the study has been designed in a way that it shed light on the integrated

8INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
marketing communication with an example of a company which is a startup in the industry. Who
gives a crap, the company has been marked itself as a unique company as it has introduced a
revolutionary product in the market of toilet papers. The company brought the invention in the
toilet papers by making it completely recycle enable as the company claims 100% recycled.
Along with that, one of the most distinctive features of the business of the company is that it
donates exactly half of its profit to the developing countries for the purpose of building toilets,
which it generates from selling the products. In line with the using objective of the company,
during the whole course of the discussion, the paper highlighted the marketing mix and the
marketing campaigns of the company to understand the integrated marking communication
strategy of the company. Additionally, the report also suggested the future product of the
company in terms of product expansion as well as it suggested the possible ways of marketing
the product successfully.

9INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
References
Ainomugisha, G. (2018). Who Gives A Crap: Australia's successful toilet paper disruptor.
[online] Anthill Online. Available at: http://anthillonline.com/who-gives-a-crap-about-
social-enterprise-australias-most-successful-toilet-paper-disruptor/ [Accessed 21 May
2018].
Crap, W. (2018). Who Gives a Crap | About Us. Retrieved from
https://au.whogivesacrap.org/pages/about-us
Keeping half the profits beats non-profits for social impact: Who Gives A Crap founder Simon
Griffiths. (2018). Retrieved from http://www.afr.com/leadership/entrepreneur/keeping-
half-the-profits-beats-nonprofits-for-social-impact-who-gives-a-crap-founder-simon-
griffiths-20150924-k9z1t
Moore, T. (2018). Flush with Promise: Who Gives A Crap. Retrieved from
http://assemblepapers.com.au/2016/08/30/flush-with-promise/
Social Startup 'Who Gives A Crap' Is Making Toilet Paper Cool To Help Those In Need. (2018).
Retrieved from https://www.huffingtonpost.com.au/2016/05/22/this-social-enterprise-is-
making-toilet-paper-cool-to-help-those_a_21381689/
Twinlife Marketing. (2018). Who gives a crap? - Twinlife Marketing. [online] Available at:
http://twinlifemarketing.com.au/who-gives-a-crap/ [Accessed 21 May 2018].
Who Gives a Crap. (2018). Retrieved from https://communicationscollective.com.au/case-
studies/who-gives-a-crap/

10INTEGRATED MARKETING STRATEGY OF WHO GIVES A CRAP
Who Gives A Crap. (2018). Retrieved from https://smallbusinessbigmarketing.com/who-gives-a-
crap/