INTEGRATED MARKETING COMMUNICATIONS PLAN

 INTEGRATED MARKETING COMMUNICATIONS PLAN

Background

Tabl’eau: Sol’eau Tumbler is a firm that produces state-of-art water dispensing and filtration systems with major customers, including hotels, offices, restaurants, events, and facilities. The organization ensures that the water systems it provides ends the need for traditional packaged water and avoid the large carbon print through mitigation of waster packaging, poor handling of products, and recycling of premium water. The company is distinguished from its competitors due to the unique approaches that it adopts in its production facilities. For example, the organization has a distinctive blue glass carafe, high quality carafe, sparkling water that is carbonated, and chiller lines that are recirculated.

Review of Current Marketing Efforts

The current marketing strategies adopted by Tabl’eau are effective and are mostly focused on providing quality brands to its customers. The company produces a premium brand that is positioned at the intersection of sustainability and luxury.  In addition, to ensure its customers easily identifies the products available in the market, Tabl’eau ensures that the blue carafe is used as a unique strategy to make the brands identifiable and distinguished (Kitchen & Burgmann, 2015). The company has also established a strategic partnership as one of its approaches to penetrate new markets or go global. The major firms that Tabl’eau has partnered with include One Drop, Cirque du Soleil, Earnest & Young, Steve Nash Foundation, and C2 MTL.

In its effort to improve communication with its customers, Tabl’eau has not only established a website that is regularly updated, but also it has created Facebook and Twitter platforms. Through its Facebook page, the company indicates the prices it offers, hours when it operates, its story, and its engagement with the community (Gambetti and Schultz, 2015). On the other hand, the Twitter page indicates the strategies that the company has adopted to reduce carbon footprint through the huddle #WaterEvolved.  Product diversification and market expansion are other major marketing strategies that the company adopt. The core markets where Tabl’eau operates are premium restaurants, premium and luxury hotels, and class A offices. The company has established various outlets in Canada, East Coast US, New York, and West Coast US. In this way, it has ensured that its brands are brought near the customers.

Market and Environmental Analysis

The environment under which Tabl’eau operates determines its profitability and how effective it communicates with the customers. This implies that the company should adopt appropriate strategies to remain competitive and provide products that meet the needs of the customers.

Geographics

Tabl’eau profile its market according to the geography where it has established the three core markets under which it operates. The table below indicates the number of outlets that the company has established in various parts of the world.

Given the various locations where the company has established its activities, this is one of the marketing opportunities that will have a positive impact on the level of sales for the company. In addition, Tabl’eau can merge with other water companies in these markets as a way of strengthening its marketing strategies and improving its capital structure. Through the use of supply chain of other companies, Tabl’eau is also able to effectively distribute its products.

The headquarters of the company is in Toronto, Canada. From the main office, Tabl’eau is able to coordinate most of its activities and has established various specialties in the global market. These include hydration, filtered water, renewables, advanced water systems, hospitality, homes, and filtered water dispensers.

Behavioral

The benefits of taking clean water are major reasons as to why consumers use the products sold by Tabl’eau. In turn, the company segments its market based on the data it collects from the market. In addition, Tabl’eau is able to personalize the experience of its customers based on their behaviors.  One of the techniques that the company adopts is establishing fundamental purchasing behavior and breaking them down into four areas. These categories are complex, variety-seeking, dissonance-reducing, and habitual.

Occasion-based behavior entails identifying special occasions, for instance, during holidays, customers purchase more products. Under the occasion-based behavior, Tabl’eau can also classify its market into rare personal occasions, regular occasions, and universal occasions. This strategy will make the company to tailor its products to all these occasions in an effective personal manner. The rate of usage can also be used to classify customers. This entails dividing users into light, heavy, and mid-level users according to how regular they purchase the company’s products.

Purchase reasoning is another strategy that Tabl’eau adopts. Given the fact that the company provides varieties of products, it needs to establish what motivates its customers. This would make the company improve the benefits provided by the customers, thus achieving a higher level of customer satisfaction. The company should also provide adequate avenues through which customers can provide feedback regarding the brands provided by Tabl’eau. This will lead to a stronger positive customer-brand relationship. Tabl’eau

References

Gambetti, C and Schultz, E. (2015). Reshaping the Boundaries of Marketing Communication to Bond with Consumers, Journal of Marketing Communications, Vol 21, No. 1, 1-4.

Kitchen, P & Burgmann, I. (2015). Integrated marketing communications: Making it work at a strategic level”. Journal of Business Strategy. 36 (4): 34–39.

Tabl’eau. https://www.tableaufilteredwater.com/