Dropbox

Internet and Digital Marketing Communication

2012 Word count: 5,424 By Parichat Tongserm A4030939

Internet and Digital Marketing Communication

Executive summary According to Dropbox has a very little current competition in the market, non-price differentiation strategies could distinguish its brand from the new competitors offering through ease of use, quality of service, or any other sustainable competitive advantage. The purpose of this report aim at capturing a large share of the market before any real competition comes along. More detailed objectives are defined to achieve these aims, with strategies focusing on: 1. Increasing profitability by learning from experience in diverse markets and implementing non-price differentiation strategies. 2. Increasing the number of registered users by building brand community via social network. 3. Build brand equity and brand loyalty for keeping up with the existing customers and new entrants by using corporate social responsibility (CSR) strategy. In the practical part, this report will combine all the theories and introduce promotional expenditures through a blog and social network page such as advertising, sales promotions, free gifts to the meet the consumer’s satisfaction, building brand royalty and boost financial performance which could achieve our company’s objectives in long-term investment.

Parichat Tongserm A4030939

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Internet and Digital Marketing Communication

Table of Contents Page 1. Introduction………………………………………………………………………………………….4 2. Case background…………………………………………………………………………………...4 2.1 Market situation………………………………………………………………………………..4 2.2 Competitors…………………………………………………………………………………….5 3. Key findings…………………………………………………………………………………………..6 3.1 SWOT Analysis……………………………………………………………………………………..6 3.2 Non-price differentiation strategies……………………………………………………………….7 3.3 E-marketing strategic planning……………………………………………………………………7 3.4 Marketing mix strategies…………………………………………………………………………..10 3.5...