The concept of integrated marketing communication has been considered as an approach of developing a seamless and unified experience for the consumers to communicate and interact with the business entity (Copley, 2014).
This process will also combine all the aspects of marketing Communication such as advertising, sales promotion, Public relations etc.
Part 1
Marketing communication goals and objectives
Mass-media publicity and promotion of the product
Advancing communication process with the existing customers for generating awareness regarding the products and services
Word-of-mouth recommendations for the existing customers
Reviewing products for the opinion leaders
Redesigned Message Key”
Key message are the main points that Gionee will be expecting to target at the audience too make hear and remember.
The key messages will generate meaning and will also headline the issues that the entity want to be discussed (Duncan and Caywood, 2013)
The below mentioned is the redesigned key message:
The entity is indulged in offering quality of services and products to the consumers and thus advancing the standard of living of the individuals.
Target Audience
Mobile phones has been considered as the most commonly used electronic gadget over the globe.
Gionee can develop segmentation for the target audience on the basis of various criteria such as:
Age: Developing products considering the age of the target audience will be a beneficial step for Gionee and the entity can also make up-gradation of features in the smart phones.
Income level: The entity can also develop products as per the income level of the consumers such as they can select a income slab for each product to be targeted on the audience (Percy, 2014).
Gender: Some special features of applications can be updated or installed and also the presentation of the products
Part 2
Marketing Communication Mix
The various methods in which the business organization can communicate and interact with the consumers.
Communication mix will add value to the products and will also provoke the consumers for purchasing the products and services as compared to the consumers (Young, 2014).
Multiple forma of communications will be combined by Gionee while developing communication mix.
Marketing Communication Mix
Marketing is a broad business network which determines the seven key drivers which align all the channels of communication in reaching the targeted market.
Marketing Communication Mix Options
Advertising
Sales Promotion through events
Direct marketing
Newspapers (Tomše and Snoj, 2014)
Magazines
Email marketing
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Part 3
Marketing campaigns are the efforts that are initiated by the business corporation or the third party marketing company in order to increase the awareness and for the particular product or service.
This activity can also be practiced by Gionee for advancing customer awareness for the brand or business corporation.
Analysis of Campaign
It becomes the foremost factor to enhance the impact of the campaign in the form of marketing.
There are several websites through which the information of the campaign can be generated and the upcoming events which are going to be held can be appropriately recorded.
Methods of Campaign Analysis
Activity method: Under this method the business entity can execute various activities as per the reactions of the targeted audience. For e.g, feedbacks and quizzes.
Impact Method: It can be determined by measuring the level of the interest and flexibility of the customers in keeping the brand as their favorite. For example bounce rate.
Output Method: It can be depicted by having an in depth evaluation of how aims and objectives of the campaign are achieved and whether working in the right direction.
Conclusion
From the above analysis it can be concluded that the Gionee brand has performed consistently well and has captured the targeted market in the range of mobile phones. Through the use of digital media and social methods the maximum customers can be targeted and expectations can be fulfilled.
The brand itself has created a new level for the customers and enables a diversified range of products for them.
References
Copley, P. (2014) Marketing communications management: analysis, planning, implementation. Sage.
Duncan, T and Caywood, C. (2013) Marketing Communication. Integrated Communication: Synergy of Persuasive Voices, p.13.
Hsu, L. and Lawrence, B. (2016) The role of social media and brand equity during a product recall crisis: A shareholder value perspective. International journal of research in Marketing, 33(1), pp.59-77.
Percy, L. (2014) Strategic integrated marketing communications. Routledge.
Young, A. (2014) Brand media strategy: integrated communications planning in the digital era. Springer.
Tomše, D. and Snoj, B. (2014) Marketing communication on social networks: Solution in the times of crisis. Marketing, 45(2), pp.131-138.
