Integrated Market Communication Perspective-Myassignmenthelp.Com

Question: Disuses About The Integrated Market Communication Perspective? Answer: Introduction In this assignment, it can be stated that Social Cup is considered being a social organization that is producing a range of organic tea as well as coffee that includes black tea, green tea, herbal tea, hot chocolate as well as coffee beans. The major objective of the establishment is making the children as well as women throughout the globe to be more strong for leading their lives in a in an independent way by providing them necessary education. Market Segmentation of Social Cup The intention of market segmentation is splitting the target market into groups so that the individuals within the groups are demonstrating their requirements or traits common to different group members. The size of a market segment is considered to be very essential. A market can be segmented in general, depending upon the below mentioned variables, Demographic The Social Cup range can be purchased by individuals of age between 18 to 50, in which both males as well as females and teenagers do the consumption of the products in the hamper range. As the products are coming under the fundamental requirements of life, therefore, these products are affordable to individuals who earn approx. $15,000. Psychographic Lifestyles matters such as what individuals are doing, what all activities are done by individuals, mostly students who are studying for late nights as well as individuals who work will be consuming coffee for keeping them awake and fresh as well as the housewives who are generally doing the consumption of tea. In addition, it is depending upon the interests of the individuals (Parente 2014). Behaviouralistic The use of products is heavy among the customers who are studying as well as males and females who are working. In addition, when individuals are having the loyalty towards the brand, a habit of product consumption must have been infused within them. Benefit based When the customers receive satisfaction from the taste as well as quality regarding the product, they will be purchasing it anyhow and will not be switching to a different brand (Luxton 2015). Segment name Sensualities Sociables Worriers Independents Principle Benefit sought Flavour, product appearance Rejuvenation of the mood Prevention of Stress Price Demographic Young adults Teens, young people Large families Men Behaviour Users of ground coffee flavour Coffee drinkers Heavy users Heavy users Brands favoured Social Cup, Brazil Cerrado Starbucks, Espresso Crest Brands on sale Personality characteristics High self-development High Sociability High hypochondrisis High autonomy Lifestyle characteristics Hedonistic Dynamic Conservative Value-based Marketing Objective of Social Cup Since the brand is considered being new and not much knowledge about it is there with people, so the marketing objective would be considered being profitability. In respect of increasing the profitability regarding the brand, there is the requirement for having awareness regarding the brand within the customers. This can be done through the use of a teaser or an advertising that is required to be designed for the creation of curiosity, excitement as well as interest in respect of the brand within the customers (Kitchen 2015). Marketing objective can be done with the help of SMART objectives. SMART is an acronym for specific objectives, measurable objectives, achievable objectives, realistic objectives and time-based objectives. The specific objectives are detailing precisely what is required to be done, the measurable objectives are associated with the progress that can be measured, the achievable objectives are associated with the aspect that whether the objective gets accepted by those having the responsibility to achieve it, the realistic objective is associated with the aspect whether the object is having the possibility for getting actualized and timed objective is associated with the period of time to achieve what is stated in a clear manner (Belch 2014). Conclusion To conclude, it can be stated that the market segmentation as well as marketing objective of Social Cup has been elucidated. In respect of market segmentation, the different variables that have been taken into consideration are the demographic, psychographic, benefit based as well as behaviouralistic. The Social Cup is having the partnership with two establishments such as the Child Fund Australia as well as the AIEF Australian indigenous education foundation. Reference Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014.Advertising: An integrated marketing communication perspective. McGraw-Hill Education. Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: Making it work at a strategic level.Journal of Business Strategy,36(4), pp.34-39. Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance.Journal of Advertising,44(1), pp.37-46. Parente, D. and Strausbaugh-Hutchinson, K., 2014.Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.