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Marketing Mix: subscription service

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The final component of the Marketing Strategy is the Marketing Mix. The Marketing Mix is the set of decisions about communications and promotion, price, channels of distribution, and customer relationship management.

This week you will focus only on communications and promotion, following an integrated marketing communications (IMC) approach. Such an approach delivers a clear and consistent message to your consumers and is connected to your Core Strategy.

PART 1: General Research

Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling.) Define each and discuss the pros and cons of the individual elements.

PART 2: Application to Product/Service

(NOTE: this section of the assignment will become part of your Final Strategic Marketing Plan.)

Provide a quick overview of the product or service you created - you should continue using the content from the U3 Discussion Board.

Provide a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures?

Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach?

Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign.

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Discusses marketing mix elements of a new subscription service.

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Provide a quick overview of the product or service you created - you should continue using the content from the U3 Discussion Board.

We are offering a unique subscription service to environmental friendly customers or people focused on natural, organic lifestyle that allows them to purchase various organic products via the internet. Our product aims to provide affordable, world class organic products to customers for their day to day usage.

Provide a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures?

The main target segment for the IMC plan of our organization is those consumers who are conscious about the environment and believe in living a sustainable, environment friendly living and consume organic, green and environmental friendly products. Such consumers with a strong focus on healthy, organic and environmental friendly lifestyle will be the early adopters of our products and hence, most important target market for our products.

We are offering a very unique service in the sustainability industry by offering eco-friendly products via subscription based service at affordable costs. Consumers can buy over the web and thus, our service is extremely convenient and products adhere to world class environmental standards. Our service offering along with wide product range is our strength. However, the sustainable products industry is still evolving across the globe, the awareness is rising but still low and consumers think that sustainable and organic products are organic and claims made by companies are not authentic. Being a new company, our budget is limited and we wish to spread the word about our company in the most efficient and affordable manner. The opportunity in the sustainable products industry is immense and market is growing, however, competition is also steep as well.

Based on the above analysis, the main objective of our IMC campaign is to not ...

Solution provided by:
Sandeep Bardia, MBA
Education
  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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