Marketing Communication Mediums of Koala Mattress: A Detailed Analysis

This report provides a comprehensive analysis of the marketing communication strategies employed by Koala Mattress. It examines the various online mediums, including Facebook, YouTube, and Google AdWords, and evaluates their effectiveness in reaching the target audience. The report also explores the offline marketing mediums, such as billboards and promotional activities, and assesses their impact on brand awareness and customer engagement. Furthermore, it includes a competitor analysis, highlighting the key differences between Koala Mattress's approach and those of its rivals. The report concludes with recommendations for enhancing Koala Mattress's marketing efforts, emphasizing the importance of integrated marketing communication and leveraging both functional and aesthetic propositions in their messaging. The analysis is based on the provided assignment solution for a marketing management course, and the report serves as a detailed case study of Koala Mattress's marketing practices.

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
Name of the university
Author note

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Table of Contents
Introduction........................................................................................................................2
Determination of the marketing communication................................................................2
Online mediums.................................................................................................................2
Offline mediums.................................................................................................................5
Competitor analysis...........................................................................................................7
Conclusion.........................................................................................................................7
Reference..........................................................................................................................8

2MARKETING MANAGEMENT
Introduction
The more diverse will be the marketing channels and mediums and their usages,
the more will be the potentiality of Koala Mattress to gain the maximum reach in the
market. However, the approach and the process of the marketing communications
should be in line to the service nature and the target audience. The effectiveness of the
integrated marketing communication will determine the extent to which the Koala
Mattress will be exposed in the market and brand awareness can be gained (Valos et
al. 2016). This paper will discuss about the current marketing communication mediums
used by Koala Mattress. Different mediums will be used in designing the integrated
marketing communication process of Koala Mattress.
Mass market Mass
customization
Individual
Two ways
communication
Facebook and
YouTube based
marketing where
larger audiences
can be targeted
Social media
marketing and
personalized
promotion such as
direct selling and
email marketing
One way
communication
Traditional mediums
such as tvc and
external mediums
Mediums designed
on the basis of trend
and preferences of
certain trends of the
social group or
location
Email marketing can
be used to aware
the customers about
the new arrivals in
the market without
having the
assurance of
positive response
Integrated marketing communication matrix
Determination of the marketing communication
In this section, the mediums being used by Koala Mattress in prompting their
products will be discussed on the basis of online and offline mediums and the areas of
improvement will be identified for the long term viability.
Online mediums
It is identified that facebook is one of the most extensively used online mediums
by Koala Mattress in terms of promoting their mattress. It is reported that different forms
of content including audio and video contents are being uploaded in facebook on a daily
basis and feedback from the side of the customers is gathered. According to their
facebook marketing approach, the more will be the contents uploaded, the more will be
their visibility and market awareness.

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The above picture shows the relatively successful accomplishment of the
marketing objectives of Koala Mattress in terms of facebook advertising. This is due to
the reason that, the above highlighted part shows that a customer just brought Koala
Mattress in order to avoid the advertisements of it from his facebook newsfeed. This
denotes the high market penetration of the adverts of Koala Mattress and making the
customers buy it (Whitelock et al. 2013). However, this strategy or approach might have
both positive and negative impacts because the customers might gets satisfied by using
Koala Mattress and generate positive word of mouth. On the other hand, it might also
happen that potential customers are getting disturbed from the dumping of adverts of
Koala Mattress.

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It is identified that Koala Mattress is also involving YouTube in promoting their
multimedia contents. The above video shows the distinctive ability and advantages of
Koala Mattress over their competitors. As of now, this video already generated more
than 6000 comments and 1500 shares and 1.6 million views. This shows the
effectiveness of the online medium based marketing of Koala Mattress.
The above pictures show that interesting and engaging contents are being
uploaded in the facebook page of Koala Mattress on daily basis and these regular

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adverts are helping Koala Mattress in gaining the required awareness in the market. In
addition, the contents of these adverts are designed in the way of putting the attitude of
the target customers. Gaining more than $13 million sales revenue within the first
12months of operation denotes the success of their marketing activities.
It is also identified that Koala Mattress involves Google AdWords as their
medium for search engine optimization. It is identified that Koala Mattress is following
both search ads and product listing ads for gaining the frontal position in the search
results.
The above picture shows that with help of the Google AdWords, Koala Mattress
is gaining the advantages of featuring in the front page of the search results. In addition,
with the help of product listing ads, customers will have the basic understanding about
the products bedside. It is also identified that Koala Mattress is following both branded
and product based campaign to increase their chances of getting featured in wider
search results.
Offline mediums
In terms of the offline mediums, it is identified that Koala Mattress is leveraging
on the billboards, podcasts and promotional activities. In terms of billboards, it is
identified that engaging and out of the box thinking is helping Koala Mattress to gain the
required attention in the market. For example, De Rucci is a competitor for Koala
Mattress and they are targeting on the basis of premium and luxury experiences.
Targeting them, Koala Mattress came up with their version in the forms of billboards
(Knoll 2016).

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The above picture shows the billboard advertisement of Koala Mattress and how
it engaging the target audiences. Thus, the objective of Koala Mattress in engaging with
maximum number of customers is getting fulfilled with their existing strategy. Product
promotional activity is another effective communication strategy followed by Koala
Mattress. They have started the “THE SNOOZE CRUISE” service where the customers
can call up for a test of the products from their conveniences. Koala Mattress has a
specially designed van with all the amenities of Koala Mattress and the customers can
spend 30 minutes to have the practical experiences of the products before buying.

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Competitor analysis
It is identified that majority of the competitors of Koala Mattress are opting for
more conventional promotional approach. On the other hand, the out of the box
approach of Koala Mattress is gaining the traction in the market. One of the major
differences between the marketing activities of Koala Mattress and their competitors is
the customer centricity. While the contents of the major competitors are designed on
basis of the unique selling propositions, contents of Koala Mattress are based on the
expectations of the customers. The latest sales data discussed in the above section
denotes the success of their marketing strategy.
Conclusion
Thus, it is being concluded in this paper that there are different marketing
mediums and channels being used by Koala Mattress in reaching out to their target
market segments. In this paper, the most ideal and suitable ones are discussed from
the perspective of Koala Mattress. It is recommended that Koala Mattress should initiate
extensive process of television commercials to reach out to the family audiences and
increase the sales volume. In addition, it is also recommended that instagram should be
used as the preferred social media platform due to the reason that it will ensure the
proper visual experiences for the potential customers. Functional and aesthetic
propositions should be given the maximum preferences in the communication process
of Koala Mattress.

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Reference
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advertising: A brand-building comparison. Journal of Marketing Research, 50(5),
pp.578-590.
Erevelles, S. and Fukawa, N., 2013. The role of affect in personal selling and sales
management. Journal of Personal Selling & Sales Management, 33(1), pp.7-24.
Joo, M., Wilbur, K.C., Cowgill, B. and Zhu, Y., 2013. Television advertising and online
search. Management Science, 60(1), pp.56-73.
Knoll, J., 2016. Advertising in social media: a review of empirical evidence. International
Journal of Advertising, 35(2), pp.266-300.
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.
Whitelock, J., Cadogan, J.W., Okazaki, S. and Taylor, C.R., 2013. Social media and
international advertising: theoretical challenges and future directions. International
marketing review.