Integrated Marketing Communication Strategies: Who Gives A Crap

This report elucidates the concept of integrated marketing communication (IMC) by examining the strategies employed by Who Gives A Crap, a company known for its eco-friendly toilet paper and charitable contributions. It begins with an overview of the company and its mission to build toilets in developing countries, highlighting its unique approach to reducing global pollution. The report then analyzes Who Gives A Crap's original marketing campaign and IMC mix, including its memorable name, social media presence, innovative art-integrated packaging, and various marketing campaigns. It discusses how these strategies have contributed to the company's success and suggests potential improvements. Furthermore, the report identifies potential new product releases that align with the company's brand image and ethical goals, such as eco-friendly toilet papers with antiseptic features. The report concludes by emphasizing the effectiveness of integrated marketing communication in reaching maximum customers and promoting a socially responsible brand.

Running head: ASSIGNMENT ON INTEGRATED MARKETING STRATEGIES
ASSIGNMENT ON INTEGRATED MARKETING STRATEGIES
Name of the student
Name of the University
Author note

1ASSIGNMENT ON INTEGRATED MARKETING STRATEGIES
Table of Contents
Introduction......................................................................................................................................3
Company overview..........................................................................................................................3
Marketing strategy of Who Gives a Crap........................................................................................4
Unique name................................................................................................................................4
Social media marketing...............................................................................................................4
Campaigns...................................................................................................................................5
Innovation with art.......................................................................................................................5
Products to be launched...................................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................8

2ASSIGNMENT ON INTEGRATED MARKETING STRATEGIES
Introduction
The purpose of the paper is to shed the light on the concept of integrated marketing
communication. In order to discuss the concept an example of a company was given as to
understand the marketing strategies the company has taken in order to promote its marketing.
Integrated marketing communication has been considered as one of the most useful strategies
that help the businesses in reaching out maximum customer in minimum time. Thus the whole
discussion is outlined in a way that gauges on the integrated marketing strategy of a company
named Who Gives a Crap. The company brought the revolution in the industry of toilet papers
by inventing such type of toilet papers that are recycled completely, 100%. Apart from that, one
of the unique features of the company that makes it stand out in the industry is that the company
donates 50% of its profits towards the development of the toilets in the developing countries
(Crap, 2018). In accordance to that, the whole discussion was outlined in the such a way that it
firstly discusses the marketing campaigns and marketing mix that the company has undertaken in
order to understand its integrated marketing strategies and then proceeds to discuss the possible
expansion of the company in terms of products.
Company overview
Within a short time span, the company who gives a crap has won level of the reputation
of socially responsible company by introducing recyclable toilet paper. The primary aim of the
company is to encourage the initiative of toilet building in the developing counties. Thus for the
purpose of serving towards the noble cause the company donates half its profit towards the
initiative. Apart from toilet papers, the company sells paper towels as well as tissues. It

3ASSIGNMENT ON INTEGRATED MARKETING STRATEGIES
contributes towards the hygiene education of the children of developing countries (Social Startup
'Who Gives a Crap' Is Making Toilet Paper Cool To Help Those In Need., 2018). Since 2012, the
company has been changing the dimension of the market of toilet paper through eco-friendly
papers that reduced emission of the greenhouse gas by 4377 tones.
Marketing strategy of Who Gives a Crap
It is needless to mention that the company has come with a unique idea towards reducing
the pollution level globally. Since the company is new in the industry, it has been adopting
different strategies of marketing in order to promote the products that are sold by the company.
The company’s donation towards the building of the toilets in the developing countries can be
considered as one of the methods of traditional strategy of marketing (Twinlife Marketing,
2018). Along with the traditional way marketing, the company also has adopted social media
marketing strategies in order to reach out to maximum customer base.
Unique name
The first strategy regarding the promotion of the company was to select a name of the
company that attracts the attention of the customers. In order to select a unique name the
company had to research the concerning the market. the name also signifies that the company has
some distinctive features which others do not and the name itself promotes the company
(Twinlife Marketing, 2018). Thus it can be said that the company has been successful as far as
the selection of the name is concerned.
Social media marketing
Like all the new startups in the industry, Who gives a crap has adopted the social media-
based strategy which enabled them to reach out to the maximum customers through direct

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communication (Who Gives A Crap, 2018). It publishes different contents including video,
articles, and pictures and so on in order to attract the attention of the users. it mainly focuses on
direct interaction of the customers and the companies and allows them to give feedback and post
queries (Who Gives a Crap, 2018). It has been observed that the company has been able to
achieved popularity through the social media platforms mostly.
Campaigns
As part of its marketing strategy, the company organized different campaigns through
which the company showcased its products. It is needles to mention that the company has
achieved massive response through the direct marketing campaigns while spreading a social
message to save the environment (Ainomugisha, 2018). The campaigns were actually useful for
the company to mark itself as the socially concerned company.
Innovation with art
As its name suggests, the company uniquely combined art with the packaging of the
company. Generally, most of the toilet paper rolls are found inside the cupboards with polythene
covered on it. However, the toilet papers manufactured by Who gives a crap, are found with
attractive packaging in order to attract the customers. For the purpose of making the packaging
of the products, the company has partnered with the famous Craig and Karl (Ainomugisha,
2018). The primary behind this partnership was to reach out to the new customer base that is
interested in art. Another aim behind this was to attract the customers who are known to Craig
and Karl.

5ASSIGNMENT ON INTEGRATED MARKETING STRATEGIES
Products to be launched
As mentioned earlier, the company presently sells the recycled toilet papers, paper tissues
and towels. A significant part of profit generated by the products of the company is donated for
the noble cause of saving the nature (Keeping half the profits beats non-profits for social impact:
Who Gives A Crap founder Simon Griffiths, 2018). In line with the present product range of the
company, it can further extend its product range by introducing eco-friendly toilet papers with
the feature of anti-septic. The feature of anti-septic is barely used in the industry thus it can be
said that the combining this feature will be extremely beneficial for the company to generate a
quite a good extent of revenue from the market. Apart from the extending the product range, the
company can also sponsor some social events in order to promote its branding (Moore, 2018).
The company has already marked itself as a socially concerned company it may take initiatives
in conducting events which will create awareness to save water and the use of toilet papers. As of
now, the company has used the concept of art in the packaging of products; however, it can
implement art in the paper itself in order to attract the children to use its products.
Conclusion
Therefore it can be concluded by saying that the primary goal of the study is to elucidate
the concept of integrated marketing communication. In order to explain the concept, a company
has been taken as an example in order to understand the marketing strategies the company has
undertaken in order to promote its marketing. According to the business world, integrated
marketing communication is considered as one of the most advantageous strategies that assist the
businesses in reaching out to maximum customer in minimum time. Thus the whole discussion is
outlined in a way that gauges on the integrated marketing strategy of a company named Who

6ASSIGNMENT ON INTEGRATED MARKETING STRATEGIES
Gives a Crap. The company brought the revolutionary changes in the industry of toilet papers by
inventing such a type of toilet papers that can be recycled completely rather it can be said 100%.
Apart from that, one of the unique features of the company that makes it stand out in the industry
is that the company donates 50% of its profits towards the development of the toilets in the
developing countries. In accordance to that, the whole discussion included two topics of
discussion. To be more specific, it firstly sheds light on the marketing campaigns and marketing
mix that the company has undertaken in order to understand its integrated marketing strategies
and then precedes the discussion by elaborating the possible expansion of the company in terms
of products.

7ASSIGNMENT ON INTEGRATED MARKETING STRATEGIES
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/

8ASSIGNMENT ON INTEGRATED MARKETING STRATEGIES
Who Gives A Crap. (2018). Retrieved from https://smallbusinessbigmarketing.com/who-gives-a-
crap/