Marketing Principles

Table of Contents

Background.

Target Market and Statement of Positioning.

2.1 Target Market

2.2 Positioning Statement

Marketing strategy Recommendations.

3.1 Public Relations Strategy.

3.2 Sales Strategy.

3.3 Direct and Digital Marketing Strategy.

Conclusion.

References.

1. Background of Marketing Management Strategies

Plastic remains an increasing concern all over the planet. Plastic Whale is, headquartered in Amsterdam, a start-up business that arranges plastic fishing activities. Their goal is to free the world's oceans of plastic by developing plastic waste items of them by coordinating plastic fishing activities and engaging as many people as possible in the activities (Plastic Whale, 2019). Research has revealed that Sydney Harbour had encountered issues concerning plastic waste that had a detrimental effect on its biodiversity, tourism, and shipping (Montoya 2015, p.79). Plastic whales should take the chance to extend into the Australian recycling sector and introduce their plastic farming techniques and bring about positive and social change towards the use and dumping of plastic.

2. Target Market and Statement of Positioning

Marketing is the method of delivering goods to customers to achieve revenue and awareness-raising. Targeted marketing is one successful method of marketing. Targeting includes conducting investigations about future or existing consumers and drawing recommendations about how to reach those consumers. This method typically entails a sort of market segmentation - breaking down the whole population of potential buyers into specific segments related to their buying habits and tastes, and then determining the groups may be involved in the product concerned. Brand positioning is a brand awareness mechanism that ultimately inherits the product of the advertiser. rand marketing utilizes ads and another contact to establish an identity in the mind of the customer which is called a brand and the buyer identifies with the goods or services that the company sells.

2.1 Target Market

Splitting the business into segments and picking one or two basic segments to penetrate the market is known as target marketing (Armstrong et al. 2017, p.170). The target market identified in the assessment 2 of the course, was youth and young adolescents. The plastic whale target audience is high school students and graduates, as surveys indicate that young people are more worried about the atmosphere than older generations (Perera & Hewege 2013, p.144). This section is targeted by plastic whales because many young people are pursuing volunteering opportunities as studies indicate that community service has a significant effect on student acceptance of higher education (Interactive Educational Systems Design 2017).

Students and graduates of high school are willing to gain volunteering experience and are between the ages of 14-22. They should be from Sydney because their schools will plan activities for Plastic Whale and students will quickly reach out to plastic whale. The students and graduates should be able to engage in plastic whale-organized clean-up activities because that would earn them civic service points that would support them for their university applications.

2.2 Positioning Statement

Plastic whale must embrace the following positioning statement: Plastic whale must perform youthful plastic fishing trips in Sydney Harbour for high school students and alumni, thus contributing to the environment and creating plastic fished furniture.

3. Marketing Strategy Recommendations

3.1 Public Relations Strategy

Public relations is a powerful tool for establishing a strong relationship with the various audiences of the company by obtaining favorable advertising; the goal is to produce general social commentary, stories, and brand rumors. Businesses use public relations to advertise their company, individuals, place, concepts, events, associations and create positive connections with customers, the media, and societies (Armstrong et al. 2017, p.366).

The method for public relations planning should be adapted for a special event. For special events, Plastic Whale can provide company partnership with local environmental voluntary organization in Sydney and hold a conference or educational program with them in town, as a voluntary organization may be a non-profit corporation, which ensures that relative to the direct costs of other marketing, it may be a cheaper price than other approaches. Environmental charitable organizations perform important positions in this cycle as they provide incentives to enhance the natural environment for the people (Randle & Dolnica 2009, p.193). This advertising strategy is also quite useful for the target audience of Plastic Whale, as it has a popular presence with a volunteer group that raises the prestige of Plastic Whale 's brand and strengthens its image.

Plastic whales can also be marketed as an organization and delivering: engaging and entertaining activities to the youth who are more likely to preserve their world. Indeed, the main audience for plastic whales is youth and young adults aged 14-22 years and older, because they are in their adolescence and can have innovative ideas for protecting the environment from plastic waste. The youth are perceived to be more worried about forming the habit of not tossing plastic just like this, along with offering them the ability to love and maintain the world they have inherited. This will help Plastic Whale specify its target market and measurable response by having cooperation with environmental voluntary organization and hosting various educational programs in public.

Plastic Whale 's main campaign aims are to encourage everyone to take steps toward plastic-free oceans and to draw and engage as many people as possible to achieve the target of plastic-free oceans in Sydney Harbour through innovation and creative spirit. Public relations are also an ideal advertising resource for Plastic Whale to achieve its business targets. First, it enables Plastic Whale to gain more visibility in front of the targeted customers and transform the way people talk and behave about protection for the world. Second, public relations would boost the market value of Plastic Whale as well as enhance the image of the organization.

Finally, the Brand / Product knowledge should be used to measure the performance of this strategy. This empirical metric refers to the idea that consumers shift from an unawareness of a commodity group to an understanding of a range of products to forming a preference for one brand (Armstrong et al. 2017, p.497). Plastic Whale will monitor brand awareness empirical metrics on 'the percentage of clients polled who show basic information or opinions regarding a company or commodity by performing an email or telephone survey to assess the effectiveness of the public relations campaign (Armstrong et al. 2017, p.497).

3.2 Sales Strategy

Most companies use a method for sales promotion. Sales promotion is a short-term incentive for purchasing or selling a product or service (Armstrong et al. 2017, p.393). Sales discounts are among the vital product marketing resources that provide demos, offers, and sponsorships for sweepstakes and competitions, and so on.

For the seller, a direct discount doesn't operate, because it can adversely affect the company (Kim, Ferrin & Rao 2018 ). When their first special event with a sweepstake and game is organized, Plastic Whale will encourage their target customers and allow them to earn things like free fishing or merchandise. We may invite participants to send their name and email for a selection during our first unique public events: ticket lottery. Often, a game introduces something to the consumer while fishing, such as bingo numbers, or brief quizzes regarding environmental protection, and any time they go fishing plastic that can help them earn a draw, thus encouraging the youth and young adults to participate in plastic fishing. Since, our target audience is young children in their youth and young adolescents between the ages of 14-22, thus, using a game to attract customers would meet our target consumer's needs and also attract them to come and join the activity with full strength and enthusiasm. Plastic Whale is now promoting itself as a friendly experience to enable that everybody is studying and enjoying their time while protecting and conserving their oceans and lands. There could also be some fascinating short quizzes about the waste, oceans, lands, and general environment with a reward that would offer more fun and excitement throughout the fishing session.

Furthermore, the consumer promotional strategy helps Plastic Whale achieve its organizational goal of connecting fun with the goal of social responsibility (Plastic Whale, 2019). By playing in a game or prize draw, customers are met with a reward that can improve short-term retail spending and maximize customer participation. Similarly, Marius Smit, founder of Plastic Whale said people are tired of simply talking about issues. As a consequence, these campaigns will attract brand interest and not only speak regarding environmental issues and improvement strategies.

Finally, several new customers should be measuring the performance of this strategy. This advertising method is focused on strengthening short-term customers and enhances engagement with the customer brand. Hence, the attention of Plastic Whale should be focused on gaining new clients. When there is a growing number of potential buyers, our target clients would be effectively drawn to our market advertising approach.

3.3 Direct and Digital Marketing Strategy

Direct and digital marketing includes specifically targeted potential consumers and rapid reaction to communication and creating an enduring partnership, direct and digital marketers typically pursue timely, tangible consumer response (Armstrong et al. 2017, p.406).

Marketers are getting a $42 return on every $1 they spend on email, according to the US Direct Marketing Association,2016 (Wedel & Kannan, 2016) (Wedel & Kannan, 2016). Plastic Whale would use email addresses to create a lifelong friendship with selected specific customers. This strategy is called Email Marketing when sending a commercial message by email to a list of targeted consumers (Bala & Verma 2018, p.331). The three forms of emails that can be included in the transactional, social, and promotional communication approach (Dahlen, Lange & Smith 2009). Besides Plastic Whale we can focus primarily on transactional and performance. A welcome email for the new user should be provided to any new consumer directly after we asked our target customers for their name and email to use it for drawing tickets in the public events. Besides, by sending a new product release email we can take our current subscribers through the interesting process then turn them into promoters for our company. For eg, if we submit a new product release email to show the youth that we are still trying to do more to make the country's youth more conscious of the strengths to virtues of Plastic Whale. They are eager to take steps for a question of environmental waste as the youth are inspired to preserve the earth and the seas from harm to the atmosphere. 

Also, the main campaign goals of Plastic Whale are to build awareness and concern regarding the topic of plastic waste. By using an email strategy to promote the transformation of our target consumers into promoters for our business, Plastic Whale will be able to achieve the goal of plastic-free waters at Sydney Harbour as soon as possible.

The performance of this strategy needs to be measured by customer relevance. The relevant marketing success metrics include an understanding of what the existing and future consumers believe, and how firmly they hold such views (Armstrong et al. 2017, p.494). through communication, Plastic Whale needs to know, and regard as relevant to, if the target consumers like our products. Furthermore, we can perform an e-mail survey or distribute a rating scale questionnaire to assess attitudes to measure the success of a digital marketing strategy to make sure that a new product release email is sent to our consumers.

4. Conclusion on Marketing Management Strategies

This study offers a summary of the integrated communication and the effective functioning of these communication mechanisms if they work together instead of separately. Plastic Whale will target young people in the country and position itself as a fun and entertaining organization, meaning that everyone can explore, learn, and relax with environmental sustainability.

The aims of marketing the plastic whales are to sensitize the public to the plastic contamination issue and to draw as many people as possible to achieve the goal of plastic-free waters in the harbor of Sydney, while the goals of plastic whales can be accomplished through public relations, publicity and the policy on direct and digital marketing.

Plastic Whale needs to be aware of the organization to guide our view to the public as we are the world's first qualified plastic fishing company and using the potential given to grow the business internationally in the future in Sydney Harbour.

5. References for Marketing Management Strategies

Armstrong, G, Adam, S, Denize, SM, Volkov, M, & Kotler, P 2017, Principles of Marketing, 7th edition Pearson Australia, Melbourne, Vic.

Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT and Engineering8(10), 321-339, retrieved 1st June 2020 <http://www.indianjournals.com/ijor.aspx?target=ijor:ijmie&volume=8&issue=10&article=025>

 Dahlén, M., Lange, F., & Smith, T. (2009). Marketing communications: A brand narrative approach. United States of America: John Wiley & Sons.

Interactive Educational Systems Design 2017, Survey research and analysis on the role of student community service in higher education admissions, Interactive Educational Systems Design, retrieved 1st June 2020, <https://cdn2.hubspot.net/hubfs/546913/Community_service_SurveyReport_IESD%20(1).pdf>

Kim, D J, Ferrin, D L & Rao HR, 2008. A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision support systems44(2), 544-564, retrived 1st June, <https://www.sciencedirect.com/science/article/pii/S0167923607001005>

Montoya, D 2015, Pollution in Sydney Harbour: sewage, toxic chemicals, and microplastics, Parliament of New South Wales, retrieved 1st June 2020, https://www.parliament.nsw.gov.au/researchpapers/Documents/pollution-in-sydney-harbour-sewage-toxic-chemica/Pollution%20in%20Sydney%20Harbour.pdf

Perera, LCR & Hewege, CR 2013, 'Climate change risk perceptions and environmentally conscious behavior among young environmentalists in Australia', Young Consumers, vol. 14, no. 2, p.144, retrieved 1st June 2020, https://doi.org/10.1108/17473611311325546

Plastic whale 2019, Home, Plastic whale, retrieved 1st June 2020, https://plasticwhale.com/

Randle, MJ & Dolnicar S 2009, 'Understanding the Australian environmental volunteering market: A basis for behavioral change and a sustainable future', Australasian Marketing Journal, Education, vol. 17, no. 8, p.192-203, retrieved 1st June 2020, <https://scholars.uow.edu.au/display/publication2922>

Wedel, M & Kannan, P K (2016), Marketing analytics for data-rich environments. Journal of Marketing80(6), 97-121, retrieved 1st June 2020 <https://journals.ama.org/doi/full/10.1509/jm.15.0413>

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