An integrated marketing communications plan for Calamatta Cuschieri's CC Web Trader

Abstract

Launched by Calamatta Cuschieri in 2011, the CC Web Trader was the first locally based online trading platform in its category. Local direct competition, however quickly intensified. Secondary and generic competitors, together with foreign-based platforms are also worthy competitors fighting for market share. The CC Web Trader is a functionally superior product and is presently also a local price leader. Despite of this competitive advantage, it may only be a matter of time before local competitor products close in on this gap. Given that cutting prices is neither desirable nor a sustainable long-term solution, Calamatta Cuschieri needs to actively pursue a brand differentiation strategy. The intangible nature of the product and its close homogeneity with competitor offerings makes the CC Web Trader a challenging product to market. With a weak brand identity and inconsistent visual imagery, the CC Web Trader is not strategically positioned to fulfill its potential. Brand visibility also has to be given priority if the product is to successfully compete against an ever more ubiquitous competitor brand. This paper calls for a complete overhaul of how the CC Web Trader is promoted. The brand identity has to be elaborated and thoroughly articulated; it has to be given both richness and depth. Product promotion has to be planned and executed in an IMC context where inbound marketing tactics are given prominence. Delivery of a strong congruent message which is consistently on-brand is also vitally important in building a strong brand and fighting irrelevance. A brand identity proposal is hereby outlined, together with a detailed plan of how the company can use marketing communications to help reach ten set goals. Only by building competitive advantage through brand differentiation can the CC Web Trader be strategically positioned for future success.