The paper "Campaign for Purebaby" is a perfect example of a marketing case study. Promotion is a vital part of a company’ s success. Integrated Marketing Communication conjures the idea that a firm has to direct and coordinate its promotional efforts to have the best outcomes. The need for coordination acknowledges the cost in terms of the resources allocated as well as the outcomes that the firm values the most. This report provides guidance to Purebaby; an Australian company established in 2002 that creates organic clothing for baby. Over the years, the firm has overcome a challenge like an inability to find quality organic garments and made organic products that are both fashionable and affordable.
Currently, the firm needs to promote its organic clothing products and penetrate the Australian market to leverage a greater domestic demand for its products. The choice of IMC is highly necessary for Purebaby noting that its products are organic and their benefits over inorganic ones are not obviously known by the consumers. Additionally, a number of factors have to be considered in the process of proposing an IMC plan for Purebaby.
First, Purebaby is a small business that was founded by two mothers who were mainly involved in promotional efforts through personal contact in its earliest years. Though it has gradually grown, it is not a well-known company and its brands are still not recognizable to a sizeable population in the Australian market. 2.0 Rationale Purebaby clothing has uniquely offered natural alternatives and led by creative directors, they have offered quality organic garments. The products are created with social responsibility in mind and highly in line with sustainable ideas that attempt to ensure a sustainable and healthy world.
For long, it has relied on direct promotion. However, direct promotion as the only choice of promotion may limit the firm. Its preference, for now, may affect the scale of promotion in the local market and fail to promote an immediate and short-term expansion of the company. In addition, Purebaby products can have the greatest demand ever as mothers are concerned about the safety of their children. Consumers may prefer its products considering the safety attributes of organic clothing. Purebaby products may meet greater-than-anticipated demand shortly if they leverage promotion well. According to Mullen & Johnson (2013), a sequence of events is needed for a consumer to buy a certain product.
In what is synonymously referred to as a hierarchy of effects, it is proposed that a consumer must be aware that a certain product exists in the market. Secondly, there need to be ways to motivate consumers so as to give attention to a product and what it provides. The consumer then evaluates the stated merits of the product and consequently gives it a try.
If they have a good experience, they can have continued use and each stage must be passed through for Purebaby clothing. This proposal acknowledges that the promotional objectives will differ across Purebabay’ s products lifecycle. However, we note that at this early stage, the most important thing would be to create awareness among the consumers. For example, not many consumers in Australia are aware that Purebaby is making organic baby clothing and what can these products do to them now and in future; healthy skins for babies and conservation aspects.
Aaker, D. A. (2012). Building strong brands. Simon and Schuster.
Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press.
Müller, J., Alt, F., & Michelis, D. (2011). Pervasive advertising (pp. 1-29). Springer London.
Pratt, S., McCabe, S., Cortes-Jimenez, I., & Blake, A. (2010). Measuring the effectiveness of destination marketing campaigns: Comparative analysis of conversion studies. Journal of Travel Research, 49(2), 179-190.
Thill, J. V., & Bovée, C. L. (2013). Excellence in business communication (Vol. 10). R. B. Chatterjee, & K. Subramanian (Eds.). Pearson.
Wymer, S., & Regan, E. (2013). Influential Factors in the Adoption and Use of E-Business and E-Commerce Information Technology (EEIT) by Small and Medium Businesses. E-Commerce for Organizational Development and Competitive Advantage, 58.