Dropbox Company is a company that designs a service to share and sync files over the internet between personal computers. It is a downloadable application. Through it, the users can easily share and synchronize files across smart phones and personal computers. The company is located in San Francisco, United States. The company further offers the customers with specific tasks, which include collaboration on office documents, running a startup and backing up photos. Despite the success of the company, the past few years has proven challenging to the management and the entire company.
During this time, the company experienced a crisis management problem and lost many of its customers, making the image of the company to be tarnished. The company has since then taken a major step to win back the customers improve the image of the company as well as attracting perspective customers. Despite these great services to the users, users have been asking for new features. Most of these features violate the commitment of the company to offer a simple product that is also easy-to-use.
Therefore, Dropbox needs to go beyond syncing and file sharing so that it targets the customer needs. This is the only way it can stay the course. This situation has raised the need for the company to take the company back to its previous performance or to even high heights. The marketing department of this company has been pointed to have the most significant role in this activity. This is because this department has a major responsibility in guiding.
and leading the other departments of the company in the development, production, fulfilling the products and the services to the customers. Marketing communication Marketing communication is a strategy that refers to the process of creating awareness, reminding or/and persuading customers of a product or a service (Yeshin, 2002). Marketing communication is significant in influencing a buyer’s purchasing decision. Integrated marketing communication (IMC), on the other hand, refers to judicious and the effective use of promotional tools of a product in passing a message across to the customers or potential customers (Yeshin, 2002). The effect of IMC to the existing and prospective customers is often noticeable. This is because the framework of IMC involves the interaction of different marketing communication elements, which have potential to improve or trigger other communication media to contribute (Belch and Belch, 2003). A marketing plan is important in attaining success in marketing. This is because it enables a company and its marketing team to focus on the marketing process. A marketing plan can be prepared using different approaches. However, there are key stages to these different approaches. These key stages are contained in an acronym SOSTC, that is, situation analysis, objectives, strategies, tactics, and control (Reid, 2003). Integrated marketing communication is an aggressive marketing strategy that aims to capture and use extensive amount of information about customers to set and track marketing strategy