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The Concept of Integrated Marketing Communication

Discuss about the Integrated Marketing Strategy Of Who Gives A Crap.

The study intends to give a clear understanding of the concept of integrated marketing communication. Most of the businesses, especially the small businesses uses the strategy that in order to reach out to maximum customer base while aiming to generate most of the revenue from market. The whole course of the study is designed in a way that it sheds light on the integrated marketing communication with an example of a company which is newcomer in the industry. Who gives a crap, the company has been marked itself as a unique company as it introduced a revolutionary product in the market of toilet papers (Ainomugisha, 2018). The company brought the invention in the toilet papers by making it completely recycle enable as the company claims 100% recycled. Along with that, one of the most distinctive features of the business of the company is that it donates exactly half of its profit to the developing countries for the purpose of building toilets, which it generates from selling the products. In line with the objective of the company, during the whole course of the discussion, the paper highlights the marketing mix and the marketing campaigns of the company to understand the integrated marking communication strategy of the company (Crap, 2018). Additionally, the report also suggests the future product of the company in terms of product expansion as well as it suggests the possible ways of marketing the product successfully.

In spite of being a newcomer in the market of toilet paper, Who Gives a Carp has been able to achieve a massive success as well as recognition by inventing a revolutionary product in the market which is recyclable toilet paper. Along with the product, there is another factor that makes it different from other companies that is its contribution to the society as it donates its half of its profit to the improvement of sanitation in the developing countries. Thus it can be said that the primary aim of the company is to serve for the noble cause (Keeping half the profits beats non-profits for social impact: Who Gives A Crap founder Simon Griffiths, 2018). Along with the recyclable toilet papers, there are other products like tissues and paper towels are sold by the company. The company has entered in the market in the year of 2012, since then it has been changing the scenario of business world by inventing as well as sells the eco-friendly toilet papers with the aim of emitting the greenhouse gas that generates from the manufacturing of the general toilet papers. In addition, its contribution to the hygiene education of the developing countries’ children deserves mention as the company’s aim is not only to do business but also contributing to the conservation of nature to a large extent (Moore, 2018). The annual report of the company states that till now it has been able to save 22758 trees as well as it has reduced the emission of greenhouse gas by 4377 tones, which are undoubtedly an achievement for the company.

Marketing Mix and Marketing Campaigns of Who Gives a Crap

As discussed previously, the company has entered the industry with a revolutionary product that is recyclable toilet papers with the aim of emitting the pollution level across the world. Since the company is a startup, it has adopted several marketing strategies keeping the limited budget in view. In regard to this, it must be mentioned that its contribution to the society which is its donation of 50% profit to the improvement of the sanitation in the developing countries is its primary strategy that the company uses to promote its products (Social Startup 'Who Gives A Crap' Is Making Toilet Paper Cool To Help Those In Need, 2018). However, this strategy of donation towards the development of the toilets is largely considered to be one of the ways of traditional marketing. Apart from this, the company also uses the latest marketing strategies like social media based promotions and so on. As the company is a startup and the industry of toilet paper is not growing like other industries the company had to design its marketing strategy in a way that it can reach out to maximum customer base within less time. The below mentioned are the strategies that are adopted by the company as integrated marketing strategy.

In order to explain the traditional way of marketing by the company, it needs to be mentioning again that the company donates half of its profit towards the sanitation improvement in the developing countries (Social Startup 'Who Gives A Crap' Is Making Toilet Paper Cool To Help Those In Need, 2018). It is needless to mention that the company through this traditional way of marketing has been able position itself as a unique company in the sphere of toilet papers.

Besides adopting the traditional media marketing, Who Gives a Crap mainly prioritized social media marketing. Generally, most of the startups due to having the limited budget opt for social media sites in order to promote their brand and Who Gives a Crap is no exception. Since, 2012 to the present day, the company over the social media platforms, has been able to reach out to a considerable amount of customer (Who Gives a Crap, 2018). the social media based marketing of the company includes publishing of the videos, photos, articles and other contents over the social media platforms in order to attract the customers to use its products. Through the social media marketing, the company keeps direct contact with the customers while allowing them to give feedback as well. Its popularity over the social media sites shows the success of its social media marketing strategy.

Suggested Future Product Range and Marketing Strategies

The name of the company is unique and itself attracts the attention of the customers. Thus it can be said that the company from the very beginning focused on being unique from other existing companies in the market. Before selecting the name, the company had researched in the concerned field which helped it in choosing a unique name (Who Gives a Crap, 2018). Thus the name of the company indicates that it has some unique features which other companies do not possess. Therefore, it is easily said that the name of the company itself markets its branding. While choosing the name, the company focused on achieving the popularity over the social media sites.

Beside social media marketing and traditional way of marketing, the company also organized several campaigns in order to increase its popularity. From fund raising campaigns to environment related awareness campaigns, the company had conducted a various range of the campaigns in order to reach out to maximum customer’s base (Twinlife Marketing, 2018). The campaigns were mode of direct communication through which the company received massive responses.

Like its name, who gives a crap incorporated art its products. It hired one of the renowned companies that create artworks. Craig and Karl is innovate the packaging  of the products of the company with the special designs. Mostly all paper rolls of toilet paper towels are placed cupboards but the unique combination of art with the packaging the product made it to be placed outside the cupboards. The aim behind the partnership with famous Craig and Karl was to make its products attractive e as well as distinctive from other brands (Twinlife Marketing, 2018). This in turn attracts the customers of Craig and Karl as well as the art lovers.

Currently, the products sold by who gives a crap are recyclable toilet papers, toilet paper towels and paper tissues. As mentioned earlier a considerable amount of profit which the company generates from selling of its products is being donated for the purpose of noble cause of saving the nature (Twinlife Marketing, 2018). However, the company can generate more revenue as well as contribute more towards  the noble cause of saving the nature by expanding its product range. The company can include the feature of anti-septic in its existing eco-friendly recyclable product range. Apart from extending the product range with the anti-septic feature, the company also makes the product portable so that customers can carry it (Social Startup 'Who Gives A Crap' Is Making Toilet Paper Cool To Help Those In Need., 2018). The portable as well as anti-septic toilet papers barely exist in the industry thus it will be highly beneficial for the company to make it different from other companies. Therefore with this suggested product range the company will be able to pull a large extent of profit from the market. along with that, as the primary aim of the company is to promote or encourage the initiative of the development of sanitization program in tee developing countries, it can sponsor some relevant social awareness events through which it can improve its brand image. The programs might be in term of social awareness programs with the aim of  awarding people to reduce the use of water while encouraging them to use toilet papers instead of water. It can also incorporate art  in the products along with the packaging. This will not only attract the adults to use the products of the company but will also attract the children  to use the products.

In order to market the suggested product range, the most useful method will be the social media based marketing. Using the social media platforms most of the customers can be reached within minimum time. Another usefulness of social media is that it uses creative contents to attract the users or customers (Ainomugisha, 2018). Beside of social media marketing, the company can use traditional marketing by featuring advertisements over the televisions, hoardings, banners and so on. Another useful strategy will be conducting direct marketing campaigns through which it can showcase its products. Apart from all these in order to feature the products of the company, it can conduct press conferences so that the media houses covers and create stories to feature the product range of the company. Similarly it can also participate in the radio events to communicate as well as advertise the upcoming products. However, it must be mentioned that the company in order to implement the above mentioned marketing strategy except the social media based  marketing, the company must have ample amount of budget.

Conclusion

Therefore it in the conclusion, it can be said that the company who gives a crap will be able to pull large amount of revenue from the market with the suggested product range. The report aims to give a clear understanding of the concept of integrated marketing communication. Most of the businesses, especially the small businesses uses the strategy that in order to reach out to maximum customer base while aiming to generate most of the revenue from market. The whole course of the study has been designed in a way that it shed light on the integrated marketing communication with an example of a company which is a startup in the industry. Who gives a crap, the company has been marked itself as a unique company as it has introduced a revolutionary product in the market of toilet papers. The company brought the invention in the toilet papers by making it completely recycle enable as the company claims 100% recycled. Along with that, one of the most distinctive features of the business of the company is that it donates exactly half of its profit to the developing countries for the purpose of building toilets, which it generates from selling the products. In line with the using objective of the company, during the whole course of the discussion, the paper highlighted the marketing mix and the marketing campaigns of the company to understand the integrated marking communication strategy of the company. Additionally, the report also suggested the future product of the company in terms of product expansion as well as it suggested the possible ways of marketing the product successfully.

References

Ainomugisha, G. (2018). Who Gives A Crap: Australia's successful toilet paper disruptor. [online] Anthill Online. Available at: https://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 https://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 https://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: https://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/

Who Gives A Crap. (2018). Retrieved from https://smallbusinessbigmarketing.com/who-gives-a-crap/

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