Blue Apron

Integrated Marketing Communication Plan
The case of Blue Apron
Student’s Name
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Integrated Marketing Communication Plan
The contemporary world of business consists of setting effective communication of products and targeting the customers efficiently. This includes establishing a well-integrated marketing communication plan that creates awareness of a product in the global markets (Deiss & Henneberry, 2016). The fundamental aspect of advertising a product thus entails utilizing generic marketing strategies that favor cost and sustainable awareness of a product to the customers. Therefore, the target audiences are instrumental in turning the enterprise bottom-line. This consists of analyzing the targeted age distribution. For instance, the Blue Apron treasures the communication with their customers and considers their feedback for developing sustainable competitiveness in the market. The esteemed customers of Blue Apron are aged 25 and 35 who are updated with the current technological advancement. Therefore, the most integrated marketing communication consists of the digital advertisement as a most efficient platform (Tomse & Snoj, 2014). This campaign strategy enhances communication, networking and elaborative services to the new customers. The process thus entails network development in which the management can access the customer satisfaction on products and service alongside accessing the customer needs (Finne & Grönroos, 2017). The two crucial segments on digital advertisement consist of;
(i)Public Relation
The objectives digital campaign of the Blue Apron products and services is to enhance client engagement that promotes good public relation prospect.

Additionally, this prospect is to create more loyal subscribers to the company brands and services (“The Brilliant Marketing Strategy That Helped Blue Apron Find Success,” 2018).
(ii)Direct Marketing
This segmentation process consists of interactions with esteem customers valuable in setting future improvement of a brand and expanding to new customers. Furthermore, the digital marketing segment is to increase online services to a vast number of customers in generating more sales through the brand website. This campaign purposely works at building loyal subscribers and accommodating new customers to the brand. The Blue Apron thus targets home cooking experience through cooking with families and analyzing their experience.

References
Deiss, R., & Henneberry, R. (2016). Digital Marketing for Dummies. Somerset: John Wiley & Sons, Incorporated.
Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing communication. European Journal Of Marketing, 51(3), 445-463. doi: 10.1108/ejm-08-2015-0553
The Brilliant Marketing Strategy That Helped Blue Apron Find Success. (2018). Retrieved from https://www.inc.com/molly-reynolds/how-blue-apron-cooked-up-its-delicious-content-marketing-strategy.html
Tomse, D., & Snoj, B. (2014). Marketing communication on social networks: Solution in the times of crisis. Marketing, 45(2), 131-138. doi: 10.5937/markt1402131t

Appendix
Customer cooking Experience with Blue Apron

Source: The Brilliant Marketing Strategy That Helped Blue Apron Find Success. (2018). Retrieved from https://www.inc.com/molly-reynolds/how-blue-apron-cooked-up-its-delicious-content-marketing-strategy.html