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The purpose of this short-term IMC plan is to further develop your ability to critically evaluate current IMC programs and to provide solutions based on learned IMC theories and concepts.
This is a great opportunity to practice your planning skills in developing an IMC campaign with inclusion of budgetary and timing constraints. Based on your report findings in assessment 1 and your creative brief, you are required to design a 6-month IMC program for your product/brand that you have opted for in assessment-1. To make your learning experience as close as possible to a “real” word business, you are restricted to a budget of $50 000.
Your short-term plan must include the following:
Part I: Marketing communication goal and objective/s Redesigned message Key target audiences
Part II: Choice of Marketing Communication Mix 6-month media schedule based on the media mix criteria including time and budgetary restrictions Reach Frequency Continuity
Part III: Suggestion of at least three campaign evaluation methods In preparing your slide deck, you will need to reference at least 10 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material.
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.
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
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.
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
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 is a broad business network which determines the seven key drivers which align all the channels of communication in reaching the targeted market.
Advertising
Sales Promotion through events
Direct marketing
Newspapers (Tomše and Snoj, 2014)
Magazines
Email marketing
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.
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.
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.
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.
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.
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