Digital Marketing Management Communications -Myassignmenthelp.Com

Question: Discuss About The Digital Marketing Management Communications? Answer: Introduction: Water purification system can be seen as a mean to popularize the social related consciousness of firms in the worldwide countries (Tai Chuang, 2014). Social responsibilities are one of the most happening things in contemporary business. Firms do such activities to further its business by inspiring the perception of customers that are increasingly becoming driven by social related awareness. Social works are like the marketing stunts that firms use to have a competitive edge over its competitors (Tai Chuang, 2014). The main highlights of this report are the digital marketing communication and the promotional plan for the Water Purification Station based in Melbourne Australia. The first part of the reports contains the background information on the topic of concern. It is followed by the research method that shows the usage of primary data collection method with the help of qualitative analysis. This is further followed by the current value analysis and the marketing promotional pl an for the chosen Water Purification Station based in Melbourne. The main aim of this report is to promote the significance of Water Purification Station to the people of Melbourne by citing the betterment of such concept in regards to the improvement of humanitarian and community welfare. Brief explanation of the service or the product: Water is collected from various resources that include but is not limited to by the Rain Water. There are many other sources as well, which means that the generated or the collected water may be contaminated with few elements that can effectively harm the health of common people. Such contaminations are needed to be removed from the collected water of different resources to make it a safe drinking water to a maximum possible level (Awad et al., 2014). Suspended solids, undesirable chemicals, biological and gases contamination are the few such harmful contaminations that are needed to be removed from the drinking water (Awad et al., 2014). According to Baltes (2015), digital marketing promotion of a business may produce a much better impact of it on the target community. Noting the importance of digital marketing from the quoted fact, it can be said that Water Purification Station need such promotional strategy to make a large number of customer aware of it. A concept is an innovative approach towards a better placement of the business related to water purification. Target market: The target market with the digital promotion of the Water Purification Station will be the people those who are residing in the Melbourne cist and in its suburbs areas, traders that do supply the purified drinking water to the market and the online customers who may wish to avail the product of Water Purification Station. A very large population of Melbourne prefer drinking the safest and the healthiest water. In that regard, the target market will be designed based on the geographic and the psychographic segmentation (Kim Lee, 2015). The geographical segmentation will help to cover the people who reside in the city and the suburb areas. On the other hand, the psychographic segmentation will help to influence the people based on their lifestyles, attitudes, personality and the class. Current value brief: The Water Purification Station maintains a high integrity and the quality while providing the safest and the innovative drinking water to the people. As opined by Espejo Dominici (2017), the production cost, the value of the product for the customers and its market values collectively form the value of a product. In the light of the quoted fact, the current value of the Water Purification Station is high as it offers innovative products to customers that also justify the price tagging. Water treatments technologies are now growing rapidly and have hit an estimated $7 billion in 2016 (Tong Elimelech, 2016). It is further expected to touch the figure of $11 billion at the global level by the end of 2020 (Tong Elimelech, 2016). The Water Purification Station" has its competitors as well that includes but are not limited to Water Treatment Service, Water Treatment Australia Pty and Chemtex Speciality Ltd (Radcliffe, 2015). The future prospects for water cleaning services are good. The Water Purification Station just requires being innovative, which will provide a much-needed flexibility with the changing perception of customers and the uncertain legal policies of the local government (Liu et al., 2015). The use of innovation will help it to understand the factors that drive customers while they intend to purchase the drinking water. Moreover, they will also be able to identify the appropriate market segments where it can actually create values with the product line or the service (Liu et al., 2015). Innovation is also required in reducing the water wastage from the water cleaning sites. These are some ways that can help the concept to prove its values to the target customers (Naranjo-Valencia, Jimnez-Jimnez Sanz-Valle, 2016). Data collection methods: Data are collected through two methods that are commonly known as primary data collection method and the secondary data collection method. Primary data can be defined as such data that are not yet published to make it accessible. Secondary data are basically the information that is gathered from the different secondary resources like the books, the journals or the government and the company reports (Palinkas et al., 2015). In order to understand the market more appropriately, the researcher has used both the methods. The researcher has used the interview and a descriptive survey to collect the information. The researcher has also considered the various secondary resources to have a good understanding of the market values of the water purification business. Such resources include the books, the journal articles, government the company reports and the case studies related to water purification. Focus group has also been set to collect primary data. The selected focus groups share common ideas while collecting the primary data. A Case study analysis: Case study analysis can be a very effective mode of collecting the data as such case studies are related to different other organizations that have used the digital marketing to promote the concept of water purification. Such case studies do also help to understand the importance of brand values of organizations, values of the customers and the value proposition (Yazan, 2015). It is one of the methodological approaches that are constructed with the help of qualitative manner. The research team has researched the few case studies to have an in-depth analysis of the subject topic. The researchers have rather focussed on a single event and have conducted a complex analysis in context to the organization. The information has been gathered from various sources. A Descriptive survey: The researcher has used the standard questionnaires to conduct the descriptive survey. The survey has been conducted on those buyers who are very conscious at the time of purchasing the drinking water. Customers are now getting aware of the several health-related benefits, which is why many of them have their concerns about safe drinking water. They also do some research to find the best possible product according to their needs and to select their choice of brand (Thewes et al., 2014). The survey has helped to understand the customer behavior, brand preferences, and the competitor proposition. The survey has been conducted with the 45 randomly selected customers. They were being asked to answer the 12 questions during the survey. The method for selecting the respondents was the simple random sampling. The survey has been analyzed with the help of qualitative research analysis technique. Interviews: Interviews are another very good way to grab a very good in-depth analysis of the subject matter. This is so because it helps to interact with the higher officials like the middle management or the project-in-charge. Moreover, their views have added the list of information, which helps to analyze and compare the collected data from the different resources (Janghorban, Roudsari Taghipour, 2014). The researcher has selected the three of the project representatives of the Water Purification Station. They were interviewed on the 6 open-ended questions to get enhanced information on each of the question. Explaining the current perceived values of customers for Water Purification Station: The value in the market for a product or a service can only define the perceived value of customers in relation to the particular product or the service (Carlson, OCass Ahrholdt, 2015). This can be evaluated based on various factors like finding the difference between the cost of production and the customers perception. Companies with a lesser difference in regards to the product cost and the customer perception will have the better advantage (Carlson, OCass Ahrholdt, 2015). Perceived value can be further understood with the help of two terms the total customer benefit and the total customer cost. Total customer benefit is associated with the economic, functional and the psychographic benefits that customers expect from a product or a service (Carlson, OCass Ahrholdt, 2015). The total customer cost is related to the expectations that they develop in regards to a product or a service (Carlson, OCass Ahrholdt, 2015). The Water Purification Station has shown its utmost effort in satisfying the total customer benefit and the total customer cost. They have tried to attain the total customer benefit by offering the most innovative product or service to present to them the safest drinking water. The proposed digital plan for marketing is one of such examples that have helped to maintain the total customer benefit. On the other hand, they have tried to offer the most affordable and the justifiable pricing to its different products or the services. This means that a high in quality products or services have been offered at the justifiable rates. This clearly proves that the Water Purification Station has so far been successfully maintaining the total customer benefit and the total customer cost. The use of innovative technology to produce the purest the safest of water and the use of online marketing strategies to reach to a wider customer base just show the strategic capability of the Water Purificati on Station. The existing value position of the Water Purification Station: Cash cows: The healthy drinking water has a large market share but may still be termed as a no-growth industry. This is due to a fact that very few customers are serious about healthy drinking water. Most customers may not have the same feeling regarding the importance of having the safest water as they might not be aware of the differences between the unhygienic water and the healthy drinking water (Gito Kumar, 2014). The concept of the Water Purification Station is in an immature stage; however, the organization is making good revenues by distributing water through bottling in the different parts of the city. Stars: It covers the product that belongs to a growing industry and with high market shares (Gito Kumar, 2014). The proposed product or the service may have a better prospect in the nearing future as customers are now getting aware of the harmfulness of unhealthy drinking water from the different media resources like the newspaper articles. Moreover, more such customers will grow in future, which means that the different water purification related products will evolve in the nearing future. Question mark: It defines a low market share in a high growth market (Gito Kumar, 2014). The Water Purification Station needs to invest significantly to enhance its marketing capability as this may help to provide an increased customer base in the future ahead. An increased customer base will also improve its market shares, which is very necessary for a sustainable business. Dogs: It is termed as the marketing sectors that are flat and have products with low market shares (Gito Kumar, 2014). It further means in the in the context of the company that it is important for it to avoid targeting those customers who have less or probably no ideas on the importance of having a healthy drinking water. Product life cycle (PLC): This defines the stages, which a product or a service experience after being launched in the market (Guo, 2014). The first stage of it is the introduction where the product has been planned for a digital marketing promotion by the Water Purification Station. The product is new because of the innovation, which has been planned by the company to present a high in quality drinking water to customers. In the Growth stage, the sales of the products will become faster. The product will probably be able to satisfy its target customers by fulfilling the total customer benefit and the total customer cost. In the maturity stage, the sales of the product will reach its maximum heights. The product will then witness no significant jump in the sales with the consecutive passes of times. Market saturation is bound to happen and will occur for various obvious reasons that also include the demand for a more advanced product in regards to the safety level in drinking water. The decline stage is the last stage where the sale will begin to fall, which means the "Water Purification Station" will have to decide whether to extend with the same product with a fewer of modification or launch a completely new concept. Value positioning canvas: The Water Purification Station can use the value positioning canvas to position the proposed products or the services in a more convincing way to enhance its appeal to the target customer. The positioning can be targeted to the customers based on their geographic and psychographic group of people. The proposed value positioning can be displayed on the official website of the company where the online customers will be able to understand the importance of the product or the service for them. The value positioning can be divided into two segments such as the products or the customers. The products will contain the benefits, features and the experiences. The customer segment will include the needs, wants and the fears. Digital Marketing Plan: To provide innovative products that support improvement of community welfare To attain a 3% market shares with the healthy drinking water To gain at least a 5% of customer base from the target communities To promote the service by with the help of implementing a digital marketing plan Approximate budget: Advertisement resources Expected expenses Website advertisement Domain name $190 Software $250 Testing of the software $290 Advanced customization of the website $148 Social media advertising Twitter $24 (for every month) Instagram $29 Facebook $ 27 (per month) YouTube $46 Online advertising SEO $145 Content writing $180 PPC advertising $134 Total AU$1463 Table 1: Expected budget for digital marketing (Source: created by author) Marketing mix: Product: The proposed product of the digital marketing plan is healthy drinking water in the various forms that are available in the market. The purification station has used innovative technologies to improve the safety level of the drinking water to prove its competency in the market and to have a sustainable business practice. Place: The product will primarily be offered to the people living in Melbourne and its suburb areas. The product will be distributed in different ways that also include approaching the traders that are already in the market through different ways of selling the drinking water to customers. Price: Price range will be kept at the justifiable level to remain competitive as the competitor companies may find this difficult to bring such innovation at the offered price of the Water Purification Station. Promotion: This is very important and will be done in numerous ways like the customization of its official website, online and the social media advertising. The social media advertising will be done on the different platforms like Facebook, Instagram, Twitter, and YouTube. Online advertising, on the other hand, will be done with the help of Content writing, SEO and PPC advertising. Brand value analysis: This can be done in four phases. In the first phase, a research will be required on the customer responses (Hanssens Pauwels, 2016). This will help to find whether the different promotional messages used in the digital marketing plan, have received the expected response or else. In the second phase, brand relevancy will be analyzed. This means whether the launched product is relevant to the customer needs (Hanssens Pauwels, 2016). The market performance will help to get an idea of the product's relevance level. In the third phase, the evaluation will be done on the total customer benefit and the total customer cost (Hanssens Pauwels, 2016). This will shed light on the influence that the product has created in the market. The last phase will include a contribution from the management, which will decide on whether to continue with the same product or to bring a slight change to enhance its appeal to the target customer (Hanssens Pauwels, 2016). Competitor analysis: Competitor Products Unique Selling Point (USP) Marketing Chemtex Speciality Ltd Mineral water for drinking packed in bottles Have rich water solution system Provide water in different sizes Distribution channel management Not very active in marketing activities Water Treatment Australia Pty Healthy waters for drinking, packed in bottles as well as in containers Have the largest market share It uses the newspaper marketing strategy Water Treatment service Mineral water for drinking purpose and water purifiers Packaging style Use five different packaging styles Use mainly the online marketing tool Table 2: Competitor analysis (Source: created by author) Conclusion: To conclude, the business prospect with the launch of the product may take a little longer to generate the expected results for the Water Purification Station. This may be for a low rate of awareness regarding the healthy drinking water. However, the future can be expected to be better as the rate of awareness is increasing largely being driven by advertisements covering the harmfulness of unhealthy water on the different platforms such as the newspaper articles. References: Awad, Y. M., Kim, S. C., El-Azeem, S. A. A., Kim, K. H., Kim, K. R., Kim, K., ... Ok, Y. S. (2014). Veterinary antibiotics contamination in water, sediment, and soil near a swine manure composting facility.Environmental earth sciences,71(3), 1433-1440. Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing.Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V,8(2), 111. Carlson, J., OCass, A., Ahrholdt, D. (2015). Assessing customers perceived value of the online channel of multichannel retailers: A two country examination.Journal of Retailing and Consumer Services,27, 90-102. Espejo, R., Dominici, G. (2017). Cybernetics of value cocreation for product development.Systems Research and Behavioral Science,34(1), 24-40. Gito, P., Kumar, C. (2014). Export market? s segmentation performance and marketing of Indian carpet industry: A BCG matrix approach.Pacific Business Review International,6(11), 1-3. Guo, X. (2014). A novel Bass-type model for product life cycle quantification using aggregate market data.International Journal of Production Economics,158, 208-216. Hanssens, D. M., Pauwels, K. H. (2016). Demonstrating the value of marketing.Journal of marketing,80(6), 173-190. Janghorban, R., Roudsari, R. L., Taghipour, A. (2014). Skype interviewing: The new generation of online synchronous interview in qualitative research.International journal of qualitative studies on health and well-being,9(1), 24152. Kim, K. Y., Lee, B. G. (2015). Marketing insights for mobile advertising and consumer segmentation in the cloud era: AQR hybrid methodology and practices.Technological Forecasting and Social Change,91, 78-92. Liu, Y., Li, H., Peng, G., Lv, B., Zhang, C. (2015). Online purchaser segmentation and promotion strategy selection: evidence from Chinese E-commerce market.Annals of Operations Research,233(1), 263-279. Naranjo-Valencia, J. C., Jimnez-Jimnez, D., Sanz-Valle, R. (2016). Studying the links between organizational culture, innovation, and performance in Spanish companies.Revista Latinoamericana de Psicologa,48(1), 30-41. Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research.Administration and Policy in Mental Health and Mental Health Services Research,42(5), 533-544. Radcliffe, J. C. (2015). Water recycling in Australiaduring and after the drought.Environmental Science: Water Research Technology,1(5), 554-562. Tai, F. M., Chuang, S. H. (2014). Corporate social responsibility.Ibusiness,6(03), 117. Thewes, B., Brebach, R., Dzidowska, M., Rhodes, P., Sharpe, L., Butow, P. (2014). Current approaches to managing fear of cancer recurrence; a descriptive survey of psychosocial and clinical health professionals.Psycho?Oncology,23(4), 390-396. Tong, T., Elimelech, M. (2016). The global rise of zero liquid discharge for wastewater management: drivers, technologies, and future directions.Environmental science technology,50(13), 6846-6855. Yazan, B. (2015). Three approaches to case study methods in education: Yin, Merriam, and Stake.The Qualitative Report,20(2), 134-152