This presentation develops a creative marketing approach for a fictional sent -on service in the business environment of Malta. It covers the topics of internal, external market and consumer research, marketing strategies and marketing mix as well as action planning for a proper implementation.

1. Felix Zappe05.08.2017Kurs: Thema | Fakultät | Institution
Disclaimer
IOT 5039 – Integrating Creativity and Innovation in
Marketing Concepts
at the Edward de Bono Institute
on 16th May 2017
Developing
a creative marketing
approach for
a fictional sent-on
shipping service in Malta
by Merve Senay & Felix Zappe

2. 05.08.2017
IOT 5039 – Developing a creative marketing approach for a fictional sent-on shipping service in Malta
Edward de Bono Institute | University of Malta
DisclaimerAgenda
The marketing strategy2
Market and internal research1
2
The marketing mix3
Action plan4

3. 05.08.2017
IOT 5039 – Developing a creative marketing approach for a fictional sent-on shipping service in Malta
Edward de Bono Institute | University of Malta
Disclaimer
3
1. Market and internal research | the competitor landscape
A highly competitive market with few lucrative positioning spots
Source: own analysis.

4. 05.08.2017
IOT 5039 – Developing a creative marketing approach for a fictional sent-on shipping service in Malta
Edward de Bono Institute | University of Malta
Disclaimer
4
1. The market research | the customers
A demanding clientele with mixed demographics
Source: Mastercard, 2013.
Four main satisfaction drivers:
• hassle-free shopping
• variety of shopping possibilities
• social media affinity
• concerned with security issues

5. 05.08.2017
IOT 5039 – Developing a creative marketing approach for a fictional sent-on shipping service in Malta
Edward de Bono Institute | University of Malta
Disclaimer
5
2. The marketing strategy | market approach
Enabling growth without sacrificing an exemplary current position
Source: Ansoff, 1957.

6. 05.08.2017
IOT 5039 – Developing a creative marketing approach for a fictional sent-on shipping service in Malta
Edward de Bono Institute | University of Malta
Disclaimer
6
2. The marketing strategy | the objectives
Growth specified in three exemplary main objectives
Market Share
Miles Express shall aim
to increase its local
market share by 20% by
2019. Along with this
aim, it is seen as
necessary to raise the
staffing by 10%.
Profitability
With the expansion of
the existing customer
base, overall
profitability shall be
aimed to be increased
by 10% by 2019.
Promotional
Miles Express shall
endeavour to increase
the brand awareness of
its “you-shop-we-ship”
service among the
online shoppers in Malta
by up to 50% by 2019.

7. 05.08.2017
IOT 5039 – Developing a creative marketing approach for a fictional sent-on shipping service in Malta
Edward de Bono Institute | University of Malta
Disclaimer
7
3. The marketing mix | an overview
We took the customer needs into consideration and …

8. 05.08.2017
IOT 5039 – Developing a creative marketing approach for a fictional sent-on shipping service in Malta
Edward de Bono Institute | University of Malta
Disclaimer
8
3. The marketing mix | the measures
... developed an orchestra of innovative product enhancements
More Hubs
Online shopping
advisors
Flexible pricing
scheme
Loyalty schemeCertification
Insurance &
reimbursementTracking possibility
Social media link
Flexible delivery
times & package
types
Creative packaging
and giveaways
Ads on respective
websites & shops
Staff
empowerment

9. 05.08.2017
IOT 5039 – Developing a creative marketing approach for a fictional sent-on shipping service in Malta
Edward de Bono Institute | University of Malta
Disclaimer
9
4. Action plan
Each measure has its specific time frame and requirements
2017 2018 2019
Measures
- Testing Phase - Launch Phase- Preparation Phase

10. Felix Zappe05.08.2017Kurs: Thema | Fakultät | Institution
Disclaimer
Thank you for
your attention!
For further elaboration
on the measures or an
description of
limitations and possible
pain points according
to the action plan,
don’t hesitate to
contact me

11. 05.08.2017
Disclaimer
IOT 5039 – Developing a creative marketing approach for a fictional sent-on shipping service in Malta
Edward de Bono Institute | University of Malta
11
Sources
Pictures
Slide 1
http://internationalmovingbostonma.com/internation
al-shipping-service/
Slide 3
Own depictions
Slide 5
Ansoff, I. (1957). Strategies for diversification.
Harvard Business Review.
Slide 9
Own depiction
Slide 10
http://www.wordstream.com/blog/ws/2015/12/09/m
arketing-quotes
All icons used are taken from noun project under
creative commons licensing
Content
Slide 3
Borderlinx (2017). Who we are. Retrieved April 25, 2017, from
http://www.borderlinx.com/en/pages/about-us
EZ Shipping (2017). About EZ shipping. Retrieved April 25, 2017, from
http://www.worldshipexp.com/aboutus.html
ShipLowCost (2017). About us. Retrieved April 25, 2017, from
https://www.shiplowcost.com/about-us
Shop&Ship (2017). What is shop and ship. Retrieved April 25, 2017, from
https://www.shopandship.com/en/about/what-is-sns
ShopUSA (2017). Shop USA online stores & we ship around the world.
Retrieved April 25, 2017, from https://www.shopusa.com/youshopweship/
SkyNet (2017), About us. Retrieved April 25, 2017, from
http://www.return2uk.com/return2uk-about-us/
YouShopItaly ( 2017). About us. Retrieved April 25, 2017, from
https://www.youshopitaly.com/en/about-us/
Slide 4
MasterCard (2013). Online Shopping. Retrieved May 10, 2017, from
https://5personas.mastercard.com/en/personas/online-
shopping#/proactive_protectors