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Communication Capability Integrated Market

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Discuss About The Communication Capability Integrated Market.




The purpose of the essay is to give a brief insight into the concept of Integrated Marketing Communication   (IMC) and its resourcefulness in the domain of marketing. Integrated Marketing Communication has its roots into marketing mix paradigm which is aimed at donating a more holistic approach to the entire concept of advertising. In the age of globalization IMC has assumed the role of a strategic analysis and choice with which one can incorporate and control marketing elements which would smoothen the transaction process in between the consumer and organization. Any company has the potential to make best use of IMC with adequate integration of marketing tools and resources which can accentuate the product impact on the consumers’ mind. IMC is the best approach to attract customers from a demographic with heterogenous population (Belch et al. 2014). However the result of the IMC process should be evaluated carefully for gaining a competitive edge, by ensuring that the company has been able to establish communication with every consumer and has been able to persuade them into trusting the brand successfully.

Strategy Statement:

Samsung has the Objective to become the most innovative company in the world with the help of creativity, innovation and by establishing valued partnership in order to explore new business area(Belch et al. 2014).Samsung  has been increasing its number of products for shipments. It product innovation has been able to target a range of customers belonging from varied background and age groups. Its partnership with VMware, Citirix furthermore has opened many new avenues for its market growth.Samsung has gained competitive advantage in the market due to the dominating number of their samrtphones, tablets, televisions, smartwatches and hardware. This has enabled the company to sustain in the company since long.

Samsung smartwatch brand positioning

Samsung smartwatch has been a huge relief for the tech-inclined people of all age and background since it does the function of a self-contained phone equipped with Bluetooth, health updates with which one could measure cholesterol level, and heart beat as well as integration of Android application which has made it a compulsory choice for many in first-paced life (Luxton, Reid and Mavondo 2015). The product has found a better market penetration due to users’ preference for a healthy lifestyle and technology which the product provides coupled with a reasonable price. As per market analysts, the demand will accelerate in both developed and developing nations due to the generation’s preference for smooth interface and internet connectivity.

To build a loyal community based on brand positioning and innovation.

Thesmartwatchmarket  is expected to flourish by $32.9 billion within 2020 by Samsung which leads  pioneer position in this realm. Its influence can also be felt geographically especially in North America, Asia Pacific and Europe. The target audience is mainly aged between 22-41 years old as studied in Australia among whom 54% were estimated to be women. Increasingly, smartwatches are gaining popularity amidst the teenagers who are steadily becoming inclined towards the products due to its multi-faceted aspects (Kim, Shin and Yoon 2017). The ownership rate will grow rapidly over the next three years because of the astounding quality of its battery and interface. As per data, even in the developing nations, the number of smartwatch users has grown to spanning the middle class who is radically revolutionalizing its consumption process.  Samsung can however target the middle class users by compiling a number of factors into its products like an increased price rate, easy interface and hyped technological aspects that would lure a number of people into buying it. Young professionals and students are increasingly becoming dependent on the smartwatches  since it provides with GPS and fitness tacks.

What does the target audience currently feel the chosen product?

People who are opting for Samsung Smartwatches  and according to a majority of them feels that on wearing the watches they are being able to maintain their fitness and active presence throughout the day (Nagle, Hogan and Zale 2016). Since the smartwatches are equipped with fitness apps  the consumers are becoming more inclined towards maintaining a strict health schedule. The younger generation, especially college goers and athletes are serious in expecting more from the brand called Samsung apart from their GPS which easily help them to track and map routes beforehand. The target audiences are excited about these features and therefore they are willing to invest more in the upcoming years. Additionally, the middle aged professionals appreciate the feature which permits listening to music on their way back from work and according to them it is the best substitute of a phone. Samsung smartwatches are hailed as the perfect gadget for runners in Australia and this gives the brand huge advantage over others.


What do we want the target audience to think and feel?

The users should feel more implemented into the product design and planning and they should be able to make the best usage of the product. Samsung should make the users feel an essential part of the virtual world and let them to have best experience while playing a game or measuring health statistics through it. It should provide the users with the best interaction with the apt integration of quick launch apps, smoothened way to receive and view notification, greater capacity in personalizing external display, take note of the upcoming events so that they can have a more organic experience with the product. Without a high degree of involvement the products can lose much of its relevancy in the market.

What do we want the target audience to do?

Samsung should take initiatives to implement smartwatches into the daily life and make people view it as an indispensable part of their life. Samsung should have a clear idea of what the audience I looking for in the product and thereby they should implement the same in the products. Audience should also be given an interface for interaction and should need them to provide concrete feedback that would enrich the product with more useful choices. Determining their needs would be based on their participation with the brand and Samsung should want their highest participation in order to build a strong emotional connection with them. Samsung would also need them to speak about the product and receive their constructive criticism without with the products would invariably become cornered. The target audience should therefore be made to feel more involve and interactive for the best of the brand image (Teimouri et al. 2016).

How should Samsung speak to the target audience?

In a globalized era the entire approach to reach target audience has changed and this should also be ingratiated by Samsung. Social media can act as an active tool that can enhance the customer interaction by the active usage of colorful photos videos. Gaining entrance into the individual newsfeed has been the best way to fetch consumer awareness to new products(Teimouri et al. 2016).. Furthermore, Samsung can publish tech-related journals and magazines base on their products as well as encouraging public participation into the same, attaining their feedback and reviews that can help it to build profile and better brand awareness.


Reference List:

Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing communication perspective. McGraw-Hill Education.

Boletsis, C., McCallum, S. and Landmark, B.F., 2015, August. The use of smartwatches for health monitoring in home-based dementia care. In International Conference on Human Aspects of IT for the Aged Population(pp. 15-26). Springer, Cham.

Kim, K.J., Shin, D.H. and Yoon, H., 2017. Information tailoring and framing in wearable health communication. Information Processing & Management, 53(2), pp.351-358.

Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), pp.37-46.

Nagle, T.T., Hogan, J. and Zale, J., 2016. The Strategy and Tactics of Pricing: New International Edition. Routledge.

Teimouri, H., Fanae, N., Jenab, K., Khoury, S. and Moslehpour, S., 2016. Studying the relationship between brand personality and customer loyalty: A case study of Samsung mobile phone. International Journal of Business and Management, 11(2), p.1.

Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.


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