Executive Summary: Integrated Marketing Plan for Shippit Australia

This report provides an executive summary of Shippit's integrated marketing plan, focusing on the logistics industry. It explores the company's strategies for creating brand awareness, particularly in the context of their expansion into the USA. The report details Shippit's communication objectives, including creating awareness, imparting knowledge about their services, and promoting their website. It also examines the company's target market segmentation, creative ideas for attracting customers, and the importance of online marketing for growth. The report highlights the significance of providing value-added services, such as timely and reliable delivery, to gain customer loyalty. The analysis covers various aspects, including advertising, sales promotion, and the use of technology to enhance customer experience and achieve business objectives. The report emphasizes the importance of consistent messaging and website promotion in building a strong brand image and achieving market success.

INTEGRATED
MARKETING

EXECUTIVE SUMMARY
Marketing and integrated marketing communication plans are essential for Shippit
because they are playing the role of dominant player in industry. If firms are adopting internet
advertising then it is very good ideas for business in order to expand their business operations in
planned and effective ways. They are not able to pay high charges for giving advertisement in
TV channels where the designed advertisement will be shown for a second. If selected firms
adopted sales promotion activities then it will result in high cost of operations for all products but
it is also an essential factor in order to target large volume of customers in less time durations.
The firms have planned to adopt effective strategies in order to cope up with all challenges which
are faced by them in present time durations.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................1
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
CONCLUSION..............................................................................................................................11
RECOMMEDATION ...................................................................................................................11
REFERENCES .............................................................................................................................12
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INTRODUCTION
Shippit are start up business in Australia and they are dealing in logistic firms in order to
offer best and effective timely delivery to their customers. They are making plans in order to
create brand awareness of products among the people all around the globe thus they have signed
an agreement with postal deliveries, it simply states that shippit company are focused towards
parcel delivery as it is the best and cheap options which are available with all the firms who are
dealing in courier services. As they have established their ventures in Australis and achieve
growth now they are establishing plans in order to expand their business operations in USA so
that people residing there can get timely delivery of products (Yeshin, 2012). The established
firms have start-up their business operations in economy and achieve success in their overall
operations now they are making plans in order to create brand awareness by 20% in order to
increase there profitability shares. This can be effectively achieved by firms if they are focusing
on Making integrated marketing plans which states that how they will position their products at
market place and ensure high brand awareness of services which are offered by them.
TASK 1
Every firms want to follow plans in their business operations which will help them to
achieve success in their overall business operations. They have to make plans in order to make
effective advertisements bout their products and services. Their main objective should not
fluctuate like some companies are giving different message to customers with the help of online
media like television and internet and message which is given on newspaper is totally different.
Thus they have to adopt plans in order to pass similar message to all customers about products
and services so that customers can easily purchase them. This is valuable for business in order to
increase sales of goods as people will be willing to buy their goods and services. Shippit business
are dealing in logistics business as they have achieved growth and prosperity by running their
operations in UK now they are focusing on expanding their ventures in USA in order to create
their brand awareness all around the globe (Blakeman, 2014). They are presently running their
business offline but now they have designed plans in order to expand their business operations
online so that they can
individuals can easily track where the products have reached and will they offer products at the
right delivery times which was expected by them. This online venture have helped them to
achieve growth and success in their operations and this results in creating brand awareness. They
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are providing deluxe delivery options so that people can buy the parcel with standards post of
delivery which are named as Australian posts. This post is valuable for firms as it helps in giving
transparency and provide consistency to all persons who are shopping products from outside and
want fast and reliable delivery of goods. The main aims of these business is provide satisfaction
to all customers by giving them fast and effective delivery of goods so that they will choose the
same firms while they have to make any delivery of goods which they have purchased from
outside. This is valuable factors for firms as it helps them to get loyal customers who will use
their services in future times (Schultz, Patti & Kitchen, 2013). While making comparison with
other firms who are dealing in courier services Shippet have advanced facilities for customers as
they can easily tract the location of products which are to be collected by their retailers from
those of Australian posts. They have using advanced technologies for their business operations in
which they are giving message to customers when there parcels are on the ways so that
customers can collect them in the right times. This helps in saving time of both delivers and
customers thus it results in gaining effective and timely delivery of goods. On the website of
company customers can give their valuable feedback about they delivery of goods and any
suggestions if they want to make further improvement in delivery process.
Communication Objectives
The main communication objective or goals which are related with promotional
campaign are described below as:
Creating Awareness: The main objectives of selected firms is that they want to crate
awareness all around the globe about the products and services which are offered to them by
their customers. This factor is valuable for them in order to increase their profitability ratios as
people will be using their services. There are different tools used by firms in order to create
awareness among public like advertisement of their products and services in newspapers, sales
promotion activities, personal selling methods in which pamphlet are distributed by person in
crowded places so that people can be aware about their existence and they can easily purchase
goods which are offered to them (Castronovo and Huang, 2011). They are giving their
advertisement in newspapers as it is the cheapest methods used by business in order to create
awareness and large number of population is reading newspapers so they can easily use their
services. Shippit have developed their own website so people can use them in order to deliver
their goods and they can easily track the performances of their products.
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Imparting Knowledgable: Each firms in economy want to make their customers aware
about the services which are offered by them so that customers can get knowledge how to use the
products. The cited firms have appointed persons who are responsible for teaching various forms
by which customers can use the services of company. Initially they have launched their own
websites in which they are they have added a feature that customers can write their order number
and they can easily track the locations and the final date of arrival when customers will be
getting the products. This is an valuable feature added by firms in order to provide convenience
to customers and satisfying their differential needs and wants. This will only work when persons
are having knowledge how to use these features. Thus they have given advertisement in
newspapers which states the direction and steps by which people can easily use the feature in
very effective and convention ways.
Promotion of websites: This is an essential features for firms in order to create brand
awareness about their products and services. Website are valuable tools which can be called as
blood cell of company as they are developing base for customers all around the globe. As there is
advancement in technologies so customers are not willing to buy from a specific location and
they are not having much time to visit to retail stores and then buy the products. Thus firms like
shippit can increase their growth by making tie ups with online business as customers are buying
goods online and they will ensure timely and effectively delivery of goods. (Skitchen and
Burgmann, 2015). Thus it is most important factor for them in order to promote their website so
that they will get large number of orders. Company should focus on hiring good business
projectors who are valuable in making promotion of company products so that people can easily
access them. This is valuable aspects for business in order to build their images at market places
which results in growth and productivity for business. There should be proper coordination
among all business operations and the tools which are used for marketing of products are making
customers more about services which are offered by business. Consistency factors in making
design of websites are valuable in order to make connection with logo and products offered by
business.
Gaining Value added customers: Each customer is focused towards getting values in
different aspects. This can be achieved by Shippit while they are creating brand awareness about
their goods so that all their potential customers would be aware about the extra benefits which
are offered by firms. This helps in gaining strong positions at market places. This can be in
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various forms like delivery of products to customers in the same day. There services are given at
each and every location around the world, they are delivering products in good packing so that
there are less chances of damages if products are unique. If firms want to achieve brand
awareness then it cannot be developed overnight (Yang, Kim and Yoo, 2013). The main goals of
firms should be achieved like gaining effective and good results of campaigns in order to achieve
success in overall business operations.
Segments and target market
Segmentation is related with dividing the group of customers according to regions so that
company can easily approach them and offer them goods which are demanded by them. Shippit
is focusing on local customers who can use their services in order to make safe and easy delivery
of goods from one place to another. They are mostly targeting business as they are always having
clients who want to purchase the goods from them. The cited firm is having tie ups with online
website like Amazon, Snap deal etc. There are large group of orders on regular basis thus firms
can earn huge amount of money which helps them to achieve growth and success in their
operations.
Target market is valuable factor for them because it helps them to achieve all their aims
and objectives which are designed by them in order to achieve success in their operations. They
should focusing on satisfying needs of their target customers so that they will not switch to other
rivalry who are dealing in same business activities (Wu, Kirkole and Huang, 2016). They should
design plans for employees in order to execute their working in systematic and planned ways.
Strategies should be made in order to deliver important and valuable parcels to customers on
time and there should be main focus that products reached safely to their potential owners on
time.
They can formulate effective plans and strategies in order to increase their targets
customers as they can give discounts if they are getting large orders a single day. This helps in
motivations firms and they will use their services if they want to parcel their products from one
location to another.
Creative idea” what message firms want to deliver to their clients.
Each and every firms are focusing on developing creative ideas which are beneficial for
them in order to gain success in their business operations. Creative ideas can be developed in
order to attract customers who can use their products or services. The ideas which are developed
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by Shippit are based on creating brand awareness by making persons aware about their existence
and qualitative services offered by the. They have developed their online websites so that
customers can easily purchase their goods and they are working on their plans in order to provide
effective services to their potential customers (Purvis, 2016). The creative ideas which are
applied by business in order to grow their business operations are linked with creating websites
in which customers can easily track the location and time and date of delivery when the products
will be available to them. They are passing message to customers on their registered numbers
when the products are on board and right timings when customers can collect these products.
This is the main and most vital message that firms want to deliver to their customers so that they
can use their services in order to achieve growth and success in their business operations.
Positioning Strategy
Every firms in business organisations are focusing on using positioning strategies in order
to create an positive image in mind of customers so that they will consume their goods in
effective and planned ways. Positioning is an effective way by which firms make their customers
loyal towards their products so that they will not switch towards those goods which are offered
by rivalry business. Positioning strategies are valuable in order to build positive images in eyes
of the persons who want to purchase goods (Ashley and Tuten, 2015). They are also affecting
different variables which are linked with motivation factors of clients and they are manufacturing
goods which are different from their rivalry business.
Positioning can be created with the help of following factors which are described below as:
Using products characteristics: Firms can make strong positioning of their business by
focusing on products characteristics. Shippit can reveal their product characteristics as they are
offer timely delivery of goods to their customers and clients can track the location of products.
They are taking special care of products so that they are not damaged, they are doing attractive
packaging of products so that they can be safely deliver towards their clients (Barker, 2013).
Firms can use two characteristics at the time same time and this is also done by Shippit like
timely delivery and safe reaching. This is the most effective ways in order to position products in
minds of customers as customers think that he is getting two benefits in one single strategy thus
they want to use the services which are offered by firms.
Pricing policy: Positioning about products can be developed if firms are focused towards
adopting those pricing strategy for selling their products and services which are different from
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their competitors. Firms should always adopt lower pricing strategy as it captures attention of
customers but they should also focus on quality aspects. Both these criteria should be fulfilled in
order to create position of products in customers mind.
Cultural symbols: Business can use symbols on their labels which they are using for
packaging of products. This is an effective strategy in order to differentiate their goods from their
competitors. The symbols which are used by them should be effective and they should conveys
some message to their customer's (Vernuccio and Ceccotti, 2015). Like Shippit is running their
business into logistics so they can convey the message of recycling the bags which are offered to
them by firms at the time of delivery. This is valuable factor as it helps to convey effective
message to their clients thus a step towards growth and development of nation.
Communication Marketing mix
Marketing are broader functional groups which are related with research and
development activities about products, merchandising related with products, the process used for
distribution of goods and services and also tools for promotion mix (Integrated Marketing
Communications, 2017). Communication mix are linked with adopting patterns and tools which
are useful in order to make promote goods and services at market places. This is also valuable
aspect for firms in order to achieve their target customers who will buy their products. Integrated
marketing communication tools are combining various forms of media in order to achieve best
results of marketing campaigns.
Elements of promotional mix are described below as:
(Source: Integrated Marketing Communications, 2017)
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Illustration 1: Integrated Marketing
Communications.

Media: Integrated process are using full range of media in order to perform their roles at
market places. Advertisement are useful tool in order to create awareness among individuals and
their outputs results in follow up of plans and procedures. If firms are giving their advertisement
on press that is newspaper then it helps in distributing message towards large group of
customers. Direct mail systems are valuable in providing follow ups to all campaigns which are
valuable in giving informations to customers in detail format with the help of Boucher or their
online websites (Jankovic, 2012). Telemarketing and sales activities are which are linked with
project guidelines are helpful in taking decisions in order to follow up the best and effective
prospects. The e mailing campaigns and newsletter are valuable in making strong relations with
customers so that they can easily use the services which are provided to them by business.
Sales Promotion: The activities which are linked with discounts and sales promotion are
similar forms of advertisement as they are promoting products of firms with the help of paid
communication tools. The activities of sales promotions are linked with giving various offers and
discounted products to client. It comprises of various coupons codes, rebates and percent off
dealings. It also consist of different types of advertisement in order to make promotions of
various deals and coupon mailers, firms can also focused towards using exterior designing and
good merchandising in order to sell products to customers at discounted rates. The goals and
objectives which are linked with this tool includes increase in revenue aspects and cash flows
and making plans in order to attract large group of customers thus there parcels can be easily
delivered on time and there extra stock can be easily removed.
Advertisement: It is the most effective elements which are related with marketing and
communication mix. There is always confusion among people that marketing and advertisement
are one and the same aspect but in reality it is totally different. Advertisement concept is linked
with important message that firms want to convey it to their potential customers. The
advertisement are always in paid forms as companies thus companies are keeping budgets in
order to make good and effective advertisement of their products (Fill and Turnbull, 2016). It is
costlier form of advertisement thus they are not repetitively using this form of advertisement.
The total control over message is of advertiser as they are paying money for television and radio
advertisement or advertisement related with placement of any websites.
Event Sponsorship: This factor is also included in promotion mix thus firms are also
including them in giving advertisement about products. The sponsorship programmes are arising
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when firms are designing to have their presence at the spot like community events, cultural
functions held at collages, entertainment grounds etc. This factor consist of variety of benefits
which are related with representations at the time when events are carry forward and also hand
out samples. This is an effective method adopted by firm so that they can easily promote their
products among large crowd which are gathered. This gradually helps in increasing their sales
and profitability ratios.
Public Relations: It is much similar concept which is related with advertisement. It
basically involves informations that are communicated with the help of mass media. The major
benefit of using this factor is that person does have to make payment for the space and time
which are allotted to them for making advertisement. While the advertisement which are given in
newspaper and television are always in paid thus they are providing higher brand exposure to
firms. There is one drawback of PR is that firms are not having any control on message.
Basic budget concepts
The budgets can be described as effective planning and control mechanism systems,
actions plans which are to be followed by firms for desired time frame. Budgets in simple terms
are stated as the total amount of money which is given to firms so that they can easily spend in
their promotional activities and create brand awareness (Schlinke & Crain, 2013). It is the most
effective tools used by firms in order to attract customers who can use their services and their
business operations are also not affected. The funds are easily allocated according to customers
requirement. The finance mangers are sole authorities who are having overall control on budgets
so that all business operations like delivery of goods are carried out in effective and planned
ways.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 70000 13300 13600 12000 16000
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Investment 16500 18500 20000 15600
Total 70000 29800 32100 32000 31600
Marketing
expenditures
Advertisement 6000 5000 5000 5000 4000
sales promotion 4000 15000 2000 6000 5000
Direct marketing 8000 6000 3000 9000 8000
Total 18000 26000 10000 20000 17000
Available balance 52000 38000 22100 12000 19100
Evaluation metrics: This metrics is used by Shippit in order to evaluate their
performance standards. The main aim of firms are linked with creating brand awareness of
products by 20%. To achieve this firms have designed integrating marketing plans in order to
achieve their goals by creating awareness about their existence in Australian markets. The
selected firms had achieved success in their overall business operations after they have
conducted research and organise campaign in order to create brand awareness so they can
achieve strong and effective positions at market places (Papasolomou and Melanthiou, 2012).
The firms and gained various benefits of organising this campaigns as there was increase in
number of customers who can buy their products and services. This helps in increasing
profitability factors for firms. While making comparisons when there was no campaigns
organised people were not aware about the services which were offered by them. They were not
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