Integrated Communication Plan - for the UK Mobile Phone Market
GRIN Verlag, May 1, 2005 - Business & Economics - 59 pages
Document from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (83 percent), University of Teesside, course: Integrated Marketing Communication, 32 entries in the bibliography, language: English, abstract: This report outlines a new IMC strategy for the ‘Siemens Mobile’ brand, which, despite being a well recognised brand, has yet to make a strong impact within the 16-24 year old age group. It also contains an in depth analysis of the target market, and as well as a breakdown of the current position and image of Siemens Mobile. The target market for this segment has many unique attributes, which make it unusual, but one which is potential very profitable. The 16-24 year old group is very fashionable, sociable, and concerned with social acceptance, but at the same time wishing to display a degree of ‘individualism’. Siemens mobile is currently has an image of a focused, efficient, technologically advanced company with a reputation for quality engineering. They are currently positioned towards the ‘older’ business class clients, who value quality and engineering excellence. In order to appeal to the 16-24 year old market, a re-branding and re-positioning of the ‘Siemens Mobile’ brand will need to occur. A new, fun, trendy, fashionable, energetic, and youthful brand of ‘Sie Mobile’ (pronounced ‘see-mobile’) will be introduced which will appeal to younger people. This new brand will be closely correlated to the attitudes and values identified within the 16-24 age group. ‘Sie Mobile’ will be introduced in several stages, based on the customer’s buying process (Holder and Watson’ pyramid model; IDM, 2004). It will utilise both established and new marketing techniques including television, radio, magazine, internet, SMS, and billboard campaigns. This strategy will emphasise the fun, fashionable, and technological features of the brand, and will cost approximately £8,750,000 to launch.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Recommended IMC Strategy
Other editions - View all
24 year old activities age group appendix audience’s awareness behaviour brand image buying process pyramid campaign Channel color screen printed communication competitions consumers Crankworx customer loyalty customer needs customer’s buying process develop Direct Mail direct marketing downloads e-mail Estimated existing mobile phone fashionable focus focused four months free style sport Homepage IMC process IMC strategy increase inline skating Internet Banner Advertisements Kerrang Magazine marketing strategy media marketing Mintel Mintel's sample mobile phone handsets mobile phone market mobile phone store mobile phone users mountain biking Nielsen Media Research/Mintel Nokia O’Connor penetration among Mintel's permission marketing population potential customers purchase Radio Rate unavailable roar.org.uk Samsung segment Siemens Mobile Siemens Mobile phone Siemens phones Siemens training snowboarding Sony Ericsson sponsor stage stickers sub-brand Swiss Government Report Table target audience target market technologies text messages Topman Topshop trends UK market UK Statistics upgrade values website of Siemens whilst