Discuss about the Advertising and Integrated Marketing Communication.
The background of Samsung Gear VR is based on some features. Samsung Gear VR headset is an advanced head gear engineered delicately to meet the demands of modern generations. It has been made securely to make it comfortable for use. It is designed to watch epic movies with maximum precision and diligence. It also provides an excellent amount of services.
Concept of IMC:
Integrated marketing communication plan has emerged since the year 1990s and it was coined by institute namely American Association of Advertising Agencies. Integrated marketing plan consists of two plans; above and below-line strategies; conventional and non-conventional media based strategies (Barger & Labrecque, 2013). Marketing depends on the relationship between resources and competencies developed to create and sustain customer value while executing and carrying out market strategies based on.
IMC is important in marketing integration analysis done in terms of a chosen target market. The importance can be analyzed in terms of additional opportunities to increase their campaigns and upstart their business along with reducing marketing costs. The tools of business analysis are advertising strategies, media, mail and telemarketing and sales promotion and provisions for clarity, competence, consistency and communications according to American Association of Advertising Agencies (Chitty et al. 2015).
Components of IMC:
IMC is an advanced and modern version of traditionally defined marketing strategy and it is mainly comprised of communication based plans for carrying out the products’ information to the stakeholders or persons related with the firm. IMC comprised several parts such as that of geographical distances and complexities of operations which enable the firms to compete effectively in world market (Batra & Keller, 2016).
Process of IMC:
The process of IMC is executed with the help of following steps: knowledge of target audience, development of situation-based analysis, determination of market communication related strategies, determination of amount of the budget related with each strategy, proper implementation of strategies and tactics, proper measure of evaluation and measurement procedures in context of the educational tourism industry.
Figure 1: Process of IMC
(Source: Kim, Kim, & Marshall, 2016)
The Samsung Gear market is based on investment decisions related to market segmentation strategies. Markets are segmented on the basis of geography, socio-culture and demography. In each of these cases, the segments should be targeted in accordance with the service pattern of educational tourism industry sector. In terms of geographical market segmentation process, segmentation is done as per the location parameter in terms of market of Samsung Gear VR market.(Reinold & Tropp, 2012).
The socio-cultural segmentation process proceeds with the process of segmentation of Samsung Gear VR product in terms of socio-cultural tastes and pattern of the customer community. The target customers for IMC are mainly the students of various educational institutions in the principal cities of Australia namely, Sydney, Melbourne and Adelaide. Apart from the students, the IMC plan will also cater to the dynamic tourist market segments in the above geographic locations (Kotler et al. 2015).
The next method of segmentation of Samsung Gear VR is done in terms of demographical pattern or population based pattern of global customers (Mihart, 2012). Hence demography plays a wide role in determination of demand and utility pattern of the Samsung Gear VR product.
The market segments as classified as per the product based need of Samsung Gear VR. Segmentation of market is an important procedure cum exercise of the Samsung Gear VR. It should be noted that segmentation is done as per the requirements of three groups or communities of customers namely students of educational department of tourism (Blakeman, 2014).
The three basic objectives are as follows:
The IMC tools based on marketing is based on the mobile company of SAMSUNG selling exclusive mobile accessories of Samsung Gear mainly Samsung Gear VR is a specifically designed market-based tools being made for Samsung Gear VR products (Gear VR | SAMSUNG Australia, 2016). The IMC tools to be used for marketing of Samsung Gear VR market is dependent on two varieties of target customers namely the tourists and students as mentioned above. The tools can be analyzed on the basis of processes of Sales promotion and advertising (Richards, 2011). The IMC tools for tourists are proper funding being allocated to produce Samsung gear VR based on the needs and necessities of tour and travelling and expeditions which require camera and video uploading devices of maximum range and capacity and it is provided by Samsung gear VR (Porcu, del Barrio-García, & Kitchen, 2012).The IMC tools for students include the short range camera and video devices to be used for academic purposes and to be used practically based on the same criteria of students project based exertions for research and doing project works and all.
The sales are promoted with the help of the general marketing tools of mobile company SAMSUNG in relationship with other mobile markets for increasing the spirit of marketing with the a id of competitive advantage principle. The advertising tools of marketing strategy based analysis are also dependent on the popularity of Samsung tools in the hearts of all the game-loving people dwelling in and around the business world. (Mihart, 2012).
The creative marketing strategies in context with the IMC for Samsung Gear will be based on the three different styles of creative advertising strategies.
Unique selling proposition (USP) strategy: is one the primary strategy that will play a vital role in the overall plan. Creative advertising strategies are of various kinds (Schlinke, & Crain, 2013). The USP strategy of Samsung is unique in nature especially its feature of providing the experience of virtual reality. The advertising process of USP strategy of Samsung Gear market is based on campaigning for student based Samsung Gear Products and tourist -based Samsung Gear products each done differently as per the needs and necessities of both group of customers (Blakeman, 2014).
Brand image strategy: It is the second best possible strategy being exclusively designed for Samsung market. Brand image strategy is strictly based on customer experiences and proper brand promotion and in market it is being organized thoroughly and also being followed in a sound manner for the proper promotion of products of Samsung Gear market products among the customers and it has achieved much popularity in the same. Branding unique pair of Samsung Gear VR products for students needing the product for academic purposes and branding of Samsung Gear VR products for tourists requiring the same for long distance travel and expedition based needs are done in an efficient manner with punctuality and accuracy.
Generic strategy: It is the strategic planning by any firm to improve and develop its competitive advantage and in terms of Samsung Gear VR market it is used as an excellent purpose based strategy for marketing the product among students and tourists based on three processes of focusing the nature of demand pattern of the market, differentiating among the different preference pattern of the customers and keeping an eye on achieving low cost production techniques of Samsung Gear VR product (Rosi & Jurše, 2016).
The media plan of Samsung gear market starts with communication based initiatives starting from cellular communication and ending with vehicular based strategy in accordance with the plan to reach the target audience demanding the particular product as fast as possible or as soon as possible. It is related with the execution period of the plan starting from its promotion that how soon the product will reach the specified target audience through their mode of IMC.
The duration is generally a period of consecutive months as considered and fixed by the IMC mode of business. Samsung gear market is especially being designed for the conduction of the plan and the promotion of the media plan is strictly in accordance with the modus operandi of the company (Gear VR | SAMSUNG Australia, 2016).
This media plan will use social media platforms like Instagram and Twitter along with promotion through gazette magazines to promote efficient measures of media planning within a stipulated monthly period.
As many as 30 million target audiences or 30 million mobile units are being sold within a stipulated year’s monthly time period which starts from the very month of first April and ends in December at its very end and each year reaching a sure amount of 80% targeted business people in Australia especially consisting of young generation with a targeted budget amount of AUD 80,000.
The media plan starts with customer engagement at the beginning of the monthly period, then in the middle it is busy with the proper vehicle being required for promotion of media plan and then the last period of the plan is for sales execution (Kim, Kim & Marshall, 2016).
The media vehicle being widely used for execution of the media-based planning of Samsung gear VR is journals, newspapers, online media and offline business advertisements of Oculus origin and Facebook messenger. Not only this it gives effort to maximization of chances to boost up its production so as to produce more than the specified amount as promised and even strive to produce more than the maximum number of units for target audiences in time (Batra & Keller, 2016).
|
Media Vehicles |
Amount (In AUD) |
Duration |
Start Date |
End Date |
|
Advertising (through PPC, SEM online magazines etc.) |
28,000 |
120 days |
1.10.2016 |
31.1.2017 |
|
Online marketing (through social media platforms) |
32,000 |
120 days |
1.10.2016 |
31.1.2017 |
|
Sales promotions through educational fairs and other events |
20,000 |
60 days |
1.12.2016 |
31.1.2017 |
|
Total |
80, 000 |
120 days |
1.10.2016 |
31.2017 |
Table 1: Budget allocation for IMC plan
(Source: Created by author)
Conclusion
In the concluding part of business and marketing it may be mentioned that the report of IMC (Integrated Business Based strategy) is such that it contains and comprises of essentialities of marketing strategies being strictly included in the process of market -based management process to be included properly and efficiently.
References:
Barger, V. A., & Labrecque, L. (2013). An integrated marketing communications perspective on social media metrics. International Journal of Integrated Marketing Communications, Spring.
Batra, R., & Keller, K. L. (2016). Integrating Marketing Communications: New Findings, New Lessons and New Ideas. Journal of Marketing.
Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
Chitty, W, Baker, N, Valos, M & Shimp, TA (2015). Integrated marketing communications (4th Ed). South Melbourne, VIC, Cengage Learning Australia
Gear VR | SAMSUNG Australia. (2016). Samsung AU. Retrieved 5 September 2016, from https://www.samsung.com/au/consumer/mobile-phone/wearables/gear/SM-R322NZWAXSA
Kim, J., Kim, J. E., & Marshall, R. (2016). Are two arguments always better than one? persuasion Knowledge moderating the effect of integrated marketing communications. European Journal of Marketing, 50(7/8).
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.
Mihart, C. (2012). Impact of integrated marketing communication on consumer behaviour: Effects on consumer decision-making process. International Journal of Marketing Studies, 4(2), 121.
Porcu, L., del Barrio-García, S., & Kitchen, P. J. (2012). How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects/¿ Cómo funciona la Comunicación Integrada de Marketing (CIM)? Una revisión teórica y un análisis de sus antecedentes y efectos. Comunicación y sociedad, 25(1), 313.
Reinold, T., & Tropp, J. (2012). Integrated marketing communications: How can we measure its effectiveness?. Journal of Marketing Communications, 18(2), 113-132.
Richards, G. (2011). Tourism trends: tourism, culture and cultural routes. Cultural tourism trends in Europe: a context for the development of Cultural Routes. In: Khovanova-Rubicondo, K.(ed.) Impact of European Cultural Routes on SMEs’ innovation and competitiveness, Strasbourg: Council of Europe Publishing, 21-39.
Rosi, M., & Jurše, M. (2016). Market orientation of business schools and development of professional competencies of students in the tourism business. TIMS. Acta, 10(1), 53-62.
Schlinke, J., & Crain, S. (2013). Social Media from an Integrated Marketing and Compliance Perspective. Journal of Financial Service Professionals, 67(2).
Shimp, T. A., & Andrews, J. C. (2012). Advertising promotion and other aspects of integrated marketing communications. Cengage Learning.
Yeshin, T. (2012). Integrated marketing communications. Routledge.
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