MARKETING PLAN 2

This essay aims at offering a comprehensive understanding of the marketing plan for the Nomad Energy. In the first place, this company can be competent by utilizing an effective marketing communications mix involving core elements such as advertising, promotions, public relations, direct marketing, and event sponsorship. Indeed, all the above elements are helpful in promoting organizational performance as well as competency. In relation to the above information, this paper describes features of Nomad’s IMC plan including effectual interaction, consistency, and inventive marketing among others. Second, there are numerous ways that can help to integrate the marketing communication such as using constant messaging tactics across the channels; embracing the comprehensive strategy; sponsorship marketing and application of advanced SEO to advertising different products and services. Furthermore, there are several elements of the distribution channel plan that influence the company’s performance in a positive manner including customer service, order processing, inventory control, warehousing, procurement, and transportation. Still, there is confidential information proving the importance of utilizing pop-up stores in Nomad Energy. The pop-up store is accompanied with several advantages including facilitating attraction of new customers, promoting innovation, enhancing interaction between company and customers. Otherwise, these pop-up stores are useful on promoting sales, hence, providing the company with the capability of attracting higher profits and also outshining its competitors. In addition, the management of client experience is also helpful in boosting consumption of Nomad’s products. The major dimensions of client experience include ecosystem, delivery, empathy, touch points, and empathy and they provide the firm with the power of attracting the consumers. 

Section 1

Key Elements of SWOT Analysis

SWOT analysis tool provides the helpful and harmful elements of the business organization that impact on its growth poor decline (Mind Tools, n.d). The toll comprises of strengths, weaknesses, opportunities, and threat and all together influence the performance of a firm. Strength and weakness are internal factors of an organization while threats and opportunities from the external environment (Mind Tools, n.d). Strengths comprise of the factors inside an organization influence the competitiveness of the firm and its attractiveness to customers (Mind Tools, n.d). However, weaknesses are elements area factors that influence a firm you inadequately perform poorly in some areas in comparison to competitors that reducing its competitiveness (Mind Tools, n.d). On the other hand, opportunity refers to the potential that the external environment presents to an organization from an unfulfilled need in the market. Threat presents possible external trend in the future that has the potential to reduce or destabilize the performance of an organization in the future (Mind Tools, n.d). 

Nomad Company SWOT Matrix 

Strengths	Weaknesses
Availability of cheap raw materials from coffee that are the main ingredient in preparation of Nomad drinks (Chhabra, 2018).Ability to offer significant energy boost to the users through availability of amino acids and vitamins (Chhabra, 2018).Demand high as a casual drink by the students (Anitei, et.al, 2011). Most student take energy drinks mixed with alcohol for leisure during social events in and outside their campuses.Boosting energy to students who engage in different sporting activities (Seifert, et.al, 2011).Unique taste that influences customers’ preference Chhabra, 2018).	Inadequate resources to carry out extensive advertising activities (Mordor Intelligence, 2017). Limited diversification of the brand in comparison with competitors who have different energy brands (Mordor Intelligence, 2017).
Opportunities	Threat
A growing customer base that supports sustainability (Richards & Smith, 2016).Increasing students in universities that are demanding the product (Chhabra, 2018).Increasing market demand for energy drinks from sporting students (The (Conversation Africa, Inc., 2018).	Relatively strong competitors in the market such as Coca Cola (Mordor Intelligence, 2017). Government regulation on energy drinks (Mordor Intelligence, 2017). Limitation of the attraction of customers to upcoming brands in the market (Mordor Intelligence, 2017).Energy drinks contains caffeine that cause a disturbance in the sleeping patterns of the consumers (Koivusilta, et.al, 2016)

Nomad Trading Company Product and Its Market Analysis

Nomad trading company operated in the United Kingdom and was started with the sole aim of serving the beverage needs of the population (Bevnet, 2018). However, its main focus on young, energetic sportspersons and students who require energy to take up their different roles. The company’s mission is to provide energy drinks to young people and further enhance sustainability (Bevnet, 2018). During its inception, the company dealt with cascara, but in the recent past due to diversification, it has been able to introduce Nomad energy drink into the market (Bevnet, 2018). Nomad energy drink is made from byproducts of coffee, and this makes it environmentally sustainable. Coffee uptake is significantly high in the world giving the company relatively sustainable sources of or its ingredients. The drink is natural and sustainable and uses maple syrup for sweeping, and this makes it’s a brand identifiable with the consumers (Bevnet, 2018). The drink helps boost energy for students who like activities such as hiking, running, skiing and kayaking among other activities (Bevnet, 2018). 

The demand of energy drinks in the by UK university students is on the rise with reports showing that the consumption rate increase was over 12% between 2006 and 2012 (The Conversation Africa, Inc., 2018). The United Kingdom students are leading consumption of energy drinks in Europe, and this is enhancing the growth of the soft drink industry. On average, the students in the UK consume about three liters of energy drink per month The Conversation Africa, Inc., 2018). A survey in 2012, shows that about two third of university students in the country had consumed energy drink in the previous year The Conversation Africa, Inc., 2018). The demand of the drink is also slightly higher in young men in the universities as compared to the ladies. The trend of increasing student uptake of energy drink is based on their unique taste, the benefit of their natural functions and able to help them stay awake as they study (Johnson et al., 2016). Students feel that; the drink helps them stay refreshed and study for long hours without feeling exhausted. The main competitors for Nomad Energy drink in the United Kingdom students markets is Red Bull, Lucozade Sports and Lucozade Energy (Mordor, Intelligence, 2017). The three brands constitute the highest demand in the market, and there are the leading brands preferred by the students. 

Section 2:

Meaning of Profile, Psychological and Behavioral Segmentation 

Profile segmentation is the ability of a marketer to classify a market by factors such as geographic locations or economic groups (Management Study HQ, 2018). Further, the segmentation involves consideration of other social factors such as general age and prevalent gender for the consumers. The profiling helps markets to identify the specific target customers and understand how to approach them with their products. Psychological segmentation involves identification of the purchasing pattern of consumers as it relates to their lifestyle and personalities (Management Study HQ, 2018). The difference in consumer lifestyles or personalities influences their response to varying market mix approaches. Behavior variables, on the other hand, identify issues such as attached benefit from products by consumers (Management Study HQ, 2018). Further, the variable involves an understanding of the volume and frequency of purchases by the specific market segment. 

The Profile, Psychological and Behavioral Criteria of UK University Students 

The profiling of the market segment of UK university students shows that male students are likely to engage in the uptake of energy drink (Chhabra, 2018). The result is from the fact that males significantly engage in activities that require relatively higher energy than their counterparts. Regarding geographic consideration, the students learning in situations near main towns are likely to consume energy drinks. Further, the issue of the economic capacity of the students influences their uptake of the drink. A student who engages in alcohol is 20% more likely to use energy drink as a mixture with the energy drink (Johnson et al., 2018). The trend is from the belief that caffeine in the energy drink reduces the extent of intoxication that relates to alcohol. Therefore, when marketing a Nomad energy drink, it is essential to identify this category of students as potential customers. Psychological consideration of students in the United Kingdom shows that students uptake of energy drinks is high during exam times drink (Johnson et al., 2018). The students want to read for long hours for their examinations and therefore demand more caffeine drinks. In relating to behavior, students in sporting activities and who engage in activities such as gym are a significant consumer of energy drinks drink (Johnson et al., 2018). The individuals portray a behavior of consuming energy drink at least twice every week. 

Profile
Demographic	Age: 25-40. Extreme sports people, business people travelers, are the main customers. Sex: Nomad products are unisex and used by males and females Occupation: professional in the IT, media, and other sectors who can spend higher amounts for Nomad products Level of education: Education level of consumers ranges from graduates to Masters. Religion: Mainly Christians, while Hindus from India also use the products. Social class: Working class, business people, and professional sports people.Middle class to upper middle class who are willing to invest in the products  Income characteristics: Sufficient disposable income
Life stage	Professionals who are working, entrepreneurs with interest in these productsPeople settled in the work and professions, while students may buy the products.Singles, couples.
Geographic	All over the world
Geodemographic	Rented or owned spacesSports people who stay in sports camps and communities.
Psychological
Psychographic	Activities: Sports, extreme sports such as rock climbing, skateboarding, surfing, cycling, motor cycling, etc.Leisure and business travelers who buy wireless chargers, power banks, and rugged cases. Interests: Cycling, Rock climbing, surfing, cycling, and othersWorking professionals who travel  Opinions:Consumers need assured accessories that will not fail Media usage:FacebookInstagram SnapchatEmail Celebrities:Nomad does not use any celebrities in the promos. They use pictures of sports people and travelers in difficult terrain settings.
Benefits sought	Safety, reliability, and assured performanceAssures that the products keep expensive electronic safe.
Behavioral
Purchase transaction	Cases, power banks, cordsFull range of productsBefore considering travellingBy word of mouth publicity, and through social media contacts How often?Usually once in several months since the accessories do not fail. Therefore, Nomad relies on adding new customers How much do they spend?Depending on the accessories, the cost may range from $50 to $300.
Media Usage	Technology:Online Ads and promotion Social Media: Instagram (User created content)Facebook (Nomad pages, where products are announced, and customers give their opinions)Snapchat (Posting information)Emails (Send email to registered and referrals)

The Most Important Marketing Aspect of the Target Market 

The most significant aspect of marketing that needs to guide Nomad Drink penetration and growth in the student market is a consideration of behavioral aspect. Research shows that energy drinks are carbonated and they have significant caffeine that originates from plants (Anitei et al., 2011). Other ingredients found in energy drinks such includes amino acids, vitamin and herbal extranets popular with university students (Anitei et al., 2011). In the universities, the learning workload is relatively high, and students are likely to suffer from fatigue. However, to boost their attentiveness and activeness as they study they are likely to consider taking energy drinks. Energy drinks are known to improve the cognitive ability of users and thus students who want to study for long hours portray the behavior of higher use (Anitei et al., 2011). Psychoactive ingredients such as gluconolactone found in energy drinks and it help improve concentration (Anitei et al., 2011). Student interest in energy drinks lies in its ability to impact positively on their learning uptake especially during exam periods. A marketer of Nomad energy drinks can serve this need by providing the drink to the students. The reaction time that relates to use of energy drink is high, and thus students who want the faster impact of the product are likely to consumer Nomad Drink.

Different researches support the idea that human performance improves when energy drink is taken (Anitei et al., 2011). Taking energy drink orally shortens the time spent on reaction and boosts attention. Further, the use of energy does not induce a negative impact on long-term or short-term memory. Further, reports show that students who engage in strenuous activities such as hiking or other related sporting have a higher demand for energy drinks (Anitei et al., 2011). The ability of caffeine in energy drink tackling the problem of fatigue on individuals influences its demand in sporting students in universities (Anitei et al., 2011). Indeed, the participants can actively take challenging exercises without suffering from fatigue that could limit their participation and attentiveness in class. Therefore an environment where the students in the universities actively engage in sporting is an attractive market for Nomad energy drink. Observing such traits in the students enables the marketer to present the product that supports such activities and is assured of growing demand of the product. 

Description of the Perceptual Mapping

Perceptual mapping refers to a diagrammatic method utilized by the asset marketers in the process of visually portraying the views of the organizational clients or the potential customers for a given company. In relation to the above information, the position of the firm’s brand, product line or product playing helps the company to compete with its rivals in a competitive manner. On the other hand, the perceptual maps appear to have two dimensions that are used to determine the gaps between the marker and targeted mergers as well as the potential partners. Indeed, the positioning maps indicate the point where the existing goods and services appear in the market, hence, providing the institutional managers with the capability of making their market-based decisions.

Presentation of the Market Map

Explanation about the Nomad’s Perceptual Map

The above perceptual map have four number of lines that facilitate the process of simplifying items listed in X and Y axis. To be specific, the X-axis normally goes from left to the right, whereas the Y-axis starts from the bottom to the top. In this case, quality and tastes are the factors used to determine the position of the Nomad brand in the market. To illustrate, the above diagram shows two dimensions that are applied during the market positioning and they include taste and quality. For instance, the above diagram shows that the Nomad brand is of high quality and it is also sold at a more taste, hence, being placed in the top right hand of the chart, whereas Superb and Elite is in distributed through affordable charges, therefore, is placed at the bottom left-hand side of the diagram, which represents a less taste. 

The essence of the above, perceptual maps is to facilitate identification of market where the company can position its new product. In this case, the best point for placing the Nomad brand is at the medium quality and medium taste position since there is a gap. Nevertheless, the above picture also shows a gap in between the low quality and nice taste points, but the clients will not accept to buy the product at higher charges, particularly if the firm will not offer high-quality products and services. In a like manner, the high quality and less tasty box are empty since the producers are experiencing difficulties while manufacturing tasty and high-quality Nomad drink.

In relation to the above diagram, it is important to remember that perceptual maps depended on the consumer’s perception. To illustrate, the quality product by a certain consumer may not be viewed as being valuable by another client. Conversely, the perceptual maps, therefore, play a role of aiding the firms to determine the way clients view the organizational products. Otherwise, when the perception appears being very subjective, the Nomad company should, therefore, ascertain that it use the suitable information to plot the accurate position. Besides, if client perception is erroneous, the map will also be wrong, hence, depleting the implementation of the marketing approach relating to the market positioning. As a matter of fact, the above information shows that perceptual map for Nomad brand is helpful in determining the existing market gaps. As a result, this concept aid the management to make decision effectual decision while filling the gaps available in the market, thereby, proving the company with the capability of dominating its competitors. 

Description the Way Brand Associations Work

Brand associations refer to the set of renowned qualities that facilitate the company to communicate a given information to its clients.  To illustrate, the above qualities are helpful in differentiating company from its competitors, hence, providing the essence of consuming a given product over the other. Moreover, the above qualities must also contribute to positive feelings and attitudes towards the consumers, since the brand relations are always built around the organizational product. In relation to the above information, it is clear that brand associations ensure that institutional products have equity with the clients, hence, fostering the marketing practices. Still, the brand relationships can be developed outside the organizational control, thereby, placing the company at a point where it can be able to compete with its major opponents without experiencing great challenges. 

Photo Collage for Nomad Brand

   Description and Interpretation about the Photo Collage for Nomad

The above photo collage provides a comprehensive understanding of the Nomad brand as well as explaining the manner into which the above-mentioned brand associations will help the company to capture a lucrative market gap. In relation to the above picture, it is clear that is recognized globally through the crowd-funding process containing six plant-linked constituents. However, the idea of this brand is confirmed to have started with the production of cascara tea made from coffee. Otherwise, the clients who tasted the initial products seem to have liked it although they wished it could be effervescent as well as being distributed in a convenient package. Correspondingly, Nomad Energy was therefore manufactured purposely for conscious clients that preferred to have quality and unique energy drink. Indeed, the above collage photo shows that this product is made up of the simple component including sweetener known as maple syrup, lemon juice, water, and cascara as well as carbon dioxide and Himalayan pink salt. In connection with the above information, the Nomad Energy appears to have different flavors such as lemonade mix and iced tea. 

Indeed, the Nomad Energy have a unique selling position (USP) compared to its competitors, hence, providing the company with the power of dominating the market sector. For instance, the management in this company ascertains that Nomad Energy has the necessary quality standards by offering the clients with drinks made from the plant-based products. To illustrate, the company have used various natural products while manufacturing this drink by using the ingredients such as lemon juice, maple syrup, sea salt, and less carbon dioxide that plat a preservative role. More importantly, this beverage also has others helpful products such as caffeine, potassium, magnesium, and sugar. Nevertheless, the producer of Nomad Energy also tries the level best to ensure that they manufacture tasty drink and distribute it to clients through fair prices to offer all the community members with the opportunity and power of buying it. While summing up, Nomad drink is packed in different sizes and varied preferences, hence, providing clients with the freedom of choosing their preferred flavors and level of consumption. Indeed, the above factors are helpful in promoting sales of Nomad Energy drink. 

Section 5: Marketing Communications Mix

1. Description of Core Elements for the Marketing Communications Mix

There are numerous elements that play vital roles in the marketing communication mix. To be specific, advertising is among the most prominent factor and it entails the entire messages meant to target a certain audience. Second, personal selling factor is an extensive application of sale force, which promote organizational growth and development. Moreover, promotions and discounts are essential marketing elements and play similar roles with advertising (Bevnet, 2018). Otherwise, the promotions normally are all about offering a discount to the buyers. Furthermore, public relations is another aspect aligning with advertising, hence, it incorporates messages sent via the mass media. Besides, direct marketing is an important element of marketing communication and it constitutes both personal selling and sales promotions (Johnson et al., 2016). Lastly, event sponsorship refers to an element of promotion that is commonly recognized in the advertising-based activities.

2. Marketing Communication Options 

Communication options:	Direct Marketing	Public Relations	Sales Promotion	Personal Selling	Sponsorship	Advertising
Communication Tool	The media is useful to market products	The legal documents will boost relationship of Nomad with various entities	The computer will help to track customer details for the promotion purposes	Pop-up stores will be used to promote sales	Nomad should use scholarly materials and loans to enhance workers’ skills	Advertisement can be done through TVs, Facebook, Tweeter, YouTube among others
Type of Message	A positive message to customers	Cohesive and encouraging statements	Use of slogans that attract customers	Application of appreciative concepts	Motivating people for their better future	Using legal and moral marketing language
DRIP Task	Nomad should focus on direct clients	Focusing on activities promoting peace in the community	Creating awareness about the existence of new goods in the market	Providing customers with discounts and bonuses	Sponsoring activities that influence the company’s growth and development	Taking part in practices such as advertising and promotions
Detailed Suggestion	Focus on all types of customers	Bonding with different individuals and entities	Selling products at low prices	Concentrating on consistent consumers	Targeting individuals and organizations that impact the company positively	Marketing product to attract new clients
Type of Medium	Physical shops	Legal entities	New ventures	Direct customers	The entire community	Online and offline
Example (Coca-cola)	Having shopped in all areas	Abiding by the community and legal policies	Offering prizes, gifts, and bonuses	Working with agencies in different localities	Supporting community programs	Putting adverts on media and using bill-boards

3. Explanation about the way Communication Options Promote Success of Nomad Energy 

The suggested communication options will impact the success of Nomad Energy in a greater manner. For instance, direct marketing will enable this company to interact with many clients, hence, managing to convince them about the value of consuming Nomad product. For instance, this strategy is useful for making the firm is known in various regions where the potential clients are aware of its existence. On the other hand, public relation is an element that will provide this company with the power of organizing deals, negotiation, and transactions with different entities and individuals. To illustrate, this option will offer organizational management with sufficient experience and tactics of making bids that favor the growth and development of the entire company. In a like manner, the power of relating with the members of the public will have a way for this company to attract additional clients, hence, depleting its competitors such as Pepsi and Coca Cola. Moreover, sales promotion is another essential element that will enhance the success of Nomad energy. In this case, the aspect of this firm laying more emphasis on offering bonuses to the clients will contribute to increased sales, a thing, which will enable this company to expand its operations as well as establish extra infrastructure (Anitei et al., 2011). As a result, the Nomad Energy will easily reach many clients compared to its competitors, hence, dominating the soft drink market.  

Still, the personal selling, sponsorship, and advertising are also essential communications techniques for boosting victory of Nomad Energy. In particular, personal selling and marketing will enable the company to analyze the clients, thereby, determining their tastes and preferences. In an alike manner, the personal selling will also provide the organizational management with the capability of identifying barriers that hinder unending consumption of Nomad Energy drinks. For instance, this company will utilize the above communication method to set the prices that will attract more clients. More important, the sponsorship is another crucial communication tactic that can enable the Nomad to outweigh its rivals. In the illustration, the notion of supporting various project within the community as among the way of convincing the consumers that this company focuses on promoting their wellbeing rather than just interacting with them with an aim of profiting the organization (Bevnet, 2018). On the same note, Nomad can also use this tactic to offer the workers with advancing skills through supporting their education and training. 

Section 6: Integrated Marketing Communications Plan

1. Ways of Integrating Marketing Communications 

There are several helpful ways of integrating the marketing communications, hence, enabling the company to establish a seamless and unified experience for the clients to related with the brand. To be specific, the incorporation of marketing communication can be carried out through melding various activities such as social media by using a mix of channels, methods, tactics, and activities that aim at enhancing the bond between organizational members. Moreover, the company should also ascertain that all communication and messaging tactics are constant across all channels and they are concerned with promoting customer satisfaction. On the other hand, the firm must also appreciate the value of comprehensive strategy used to assess the strategic functions (Johnson et al., 2016). As a matter of fact, all the above guidelines will ensure that the company is known by many people in the community. 

2. Channel Excellence Graph

3. The Explanation and Justification of the IMC Plan 

The IMC plan for the Nomad Energy has several features indicating that this company has the necessary elements for competing against rivals such as Coca Cola. For instance, this IMC approach will help Nomad to engage with its clients through the application of different strategies and tools conveying a clear and unique message with greater implications to the consumers. Also, the IMC plan will help in ascertaining that there are effectual interactions and contacts between the company and customer (Bevnet, 2018). Moreover, this method ascertains that the goods and services are relevant, consistent and appropriate over a given period since the company is capable of using strategic, practical and innovative marketing tactics. 

For instance, the Nomad Energy is trying to emulate Coca-cola by carrying out an exceptional task of developing and implementing its IMC plan. To be specific, Nomad utilizes a combination of concepts and themes meant to enhance its sales. Moreover, the notion of doing marketing rink in the electronic media as well as conducting campaigns, Nomad have managed to reach a broad range of audience, driving sales, building brand image, and creating awareness about its products and services. In relation to the above information, Nomad seems to focus on communicating with individuals scattered in the entire world through using the internet (Johnson et al., 2016). For example, this company normally market its products in various venues including co-working spaces, coffee shops, SIM cards, international plan, and T-Mobile. 

Moreover, there are other IMC-based tactics that make Nomad be successful during the marketing process. First, this company comes up with excellent strategic planning, which enables it to outshine the majority of its opponents without experiencing lots of hardships. Moreover, communication and branding are among the major tactics that Nomad use to ascertain the clients are aware of its products in the market. To be specific, this company have a tendency of marketing its products in the media and ensuring that clients can reach these products in convenient places. Furthermore, the notion of developing a website and utilizing advanced SEO have made it interact with many clients in the entire world, a thing that in turn increases its sales and distributions (Anitei et al., 2011). More importantly, the sponsorship marketing and organizing event also make this firm to dominate the energy drinks market in an effective manner.  

Section 7: Distribution Management

1. Description of the Major Elements for the Distribution Channel Strategy 

There are major elements that characterize the excellent distribution channel strategy. The first element is customer service and it denotes the predefined customer satisfaction standard that retailers want to offer to its clients. Second, order processing is an essential distribution channel plan and it entails activities such as entering the order and client details in the computer system. Still, the inventory control is an important element of distribution channel plan and it is commonly invested in wear, tear, and inventory as well as the obsolescence of products with the time passage. Furthermore, warehousing is a significant factor involving all tasks necessary during the process of storing goods, procurement, and transportation of different products up to the receipt of order (Johnson et al., 2016). In addition, transportation and material handling are vital elements for ascertaining the various clients receives the ordered goods within the right time and in a convenient place. 

2. The concept for Pop-up Retail Store

3. Rationale Behind Opening a Pop-Up Store in Nomad Energy 

There are various factors that denote the importance of using a pop-up store in the Nomad Energy Company. To illustrate, this type of shop serves the roles of enabling the clients to access the organizational product in a convenient place and also at the right time. For instance, the pop-up store helps the company to meet new clients as well as obtaining the capability of assessing the physical retail environment. In relation to the above information, these shops offer a firm with the opportunity to be innovative as well as enabling the management to utilize the inventive merchandising tactics to appeal to the passerby (Anitei et al., 2011). Still, these shops create a platform where the retailers can interact with clients through product presentation as well as enabling them to answer the different questions at the right time. 

Conversely, the pop-up stores are always characterized through their innovative design and engaging appearance, hence, they have the capability of promoting the business growth and development. By considering the above statement, it occurs that effective pop-up can incorporate retail concept and good location, thereby, contributing to creation on an experience that the customers can recall. In addition, the notion of hosting pop-up stores helps in attracting clients since it acts operate as a scarcity concept because the shop is located in a place where the customers can visit at all times (Johnson et al., 2016). Essentially, the above type of stores also aid the business owners to determine the implication of having a retail shop through incurring less cost. 

On the other hand, there should effectual selection of the music to be played in Nomad’s pop up stores. For instance, it is essential to come with the lyrics with themes aligning to the drinks in the stores, hence, hinting to the clients that the shops are dealing with a certain product. Moreover, the music should also be done in a cool and peaceful manner to provide the customers with relaxation experience particularly while enjoying the drinks manufactured by the Nomad Energy Company. In addition, it is also important that the used music does not offend the consumers either by containing messages that are against their beliefs, religion, and faith (Anitei et al., 2011). In general, the music played in the pop-up store should be carried out in descent and must fit the morals accepted in the community. 

Section 8: Customer Experience Management

1. Description of the Key Dimensions of Customer Experience

There exist several factors acting as the major dimension of client experience. The first element is the ecosystem and it involves the systems and norms that guide various activities within the organization. Delivery is also a customer experience direction and it entails the communication needed between various suppliers, departments and distributors, hence, ascertaining that the delivery of various products and services is done in an effective manner (Anitei et al., 2011). Moreover, empathy is the pillar of customer experience, therefore, it addresses the expectations and feelings of the service providers and consumers (Johnson et al., 2016). Furthermore, the pathway is a measurement entailing the transitions in customer touch points. Lastly, the touch points is a form a dimension confining the client interaction points, hence, it combines the art of delivery and scientific design of the services. 

2. Customer Journey Chart

3. Explanation and Justification of Customer Journey 

According to the IMC plan, the customer journey to be used in the Nomad Energy should have the most effective elements. For instance, this customer journey map should contain various stages including obtaining awareness about the existence of the available product; evaluation of its descriptions; determination of the business location; and paying a visit to the pop-up stores (Anitei et al., 2011). Indeed, all the above phases ascertain that the company has the necessary platform that enables the customers to find the produced goods and services without struggling (Johnson et al., 2016). Moreover, this notion is helpful on ascertaining that there is effectual interaction between the company and its potential clients. 

On the other hand, the above customer journey map will benefit the Nomad Energy in various ways. For instance, this tool helps the management to understand customer emotions through assessing their perceptions concerning each action along the journey, hence, facilitating the process of improving the business practices as well as enhancing the brand. Similarly, the brand can familiarize ways of boosting customer satisfaction. Furthermore, the customer journey map plays a vital role during the identification of gaps affecting the service provision. To illustrate, one of the stages may indicate the existing barriers that hinder clients receiving the needed products within the right time (Anitei et al., 2011). Moreover, the customer journey map is still a useful tool for minimizing the expenses and costs incurred by consumers while trying to reach various products and services. In relation to the above information, the researchers indicate that brands using the customer journey map can minimize the expenses. 

On the other hand, the above tool helps to increase sales as well as contributing to greater customer satisfaction. In particular, researchers indicate that the aspect of investing in customer journey map is suitable in optimizing both marketing and sales practices.  Besides, the above mechanism is essential in ensuring that the workers are comfortable the company’s products and services (Johnson et al., 2016). In explanation, the aspect of having a comprehensive understanding of the organizational practices and goals, enable the clients to build confidence with the organization, hence, developing a trend of buying from certain shops irrespective existence of many sellers in the market (Bevnet, 2018). In addition, Nomad’s customer journey map can provide this company to connect with various clients on an emotional level as well as offering them optimum experiences in a proactive way. 

Reflection

By going through the information present from section 1 to 8, I have noticed various elements in Coursework One that will be helpful in supporting my arguments while tackling Coursework Two. For instance, I have come to realize the details about the major elements of the marketing communication mix should be included in the next project since they denote factors that can promote the company’s growth and development. In particular, elements such as personal selling, promotions, direct marketing, advertising, and sponsorship are some of the factors that I will discuss in details in the upcoming coursework. As a matter of fact, the above elements are helpful in offering a comprehensive understanding of the marketing communication alternatives that provide the company with the capability of competing against its rivals (Anitei et al., 2011). Furthermore, I will also include information about the IMC plan in the next scheme in order to show the way Nomad Energy competes with its rivals such as Coca Cola. 

On the other hand, I will also incorporate details about the distribution channel strategy and customer experience management in the next coursework. In particular, the second project will revolve around various things including a thorough explanation about the characteristics of distribution channel plan including processing, customer service, inventory control, warehousing, material handling, and transportation (Johnson et al., 2016). In relation to the above information, the second project will also offer a deep understanding of pop up store. In addition, the next coursework will also talk about the ways of managing customer experience by focusing on dimensions such as ecosystem, empathy, pathways, and touch points (Bevnet, 2018). Conversely, the inclusion of all the above details in the Coursework Two will contribute to the attainment of a comprehensive understanding of ways boosting a company’s competitive powers.  

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