Integrated Marketing Communications for Battery - MyAssignmenthelp

Question: Discuss about theIntegrated Marketing Communications for Samsung Battery. Answer: Background of Task The Samsung battery crisis started in Australia due to which a number of people faced issues and difficulties (Essany, 2012). The battery time was too limited. In order to solve this issues, Samsung launched a campaign for recalling. The market share of Samsung declined significantly in Australia. For this purpose, Samsung launched an offer according to which it will replace, refund or repair all notes in Australia. However, this campaign did not provide significant results. The market of next innovative product of Samsung also impacted severely. In this report, a marketing campaign for solving this issues and regaining lost market share will be explained in detail. It will be highlighted that how new product can compensate this loss and regain the lost market share. Strategy Statement The name of this campaign is Next is State-of-the-art and marvelous. For purpose of regaining the lost market share and to handle the crisis of battery products, this campaign will be launched in Australia (Zurita, 2013). The strategy statement of this campaign is Whether it is an innovative product, an inspirational communication impression or an energizing style to unifying, we endeavor to support you [Australian Residents] make an obliging negotiation thats actually enhance collaboration. All we organize designed creatively to enable and stimulate you to make longer period communication with loved ones, and most essentially, to take advantage of technology by this technological advancement. Samsung Brand Positioning Samsung is collection of steeliness and expertise for new official, through its marvelous connection attributes and competitive design. The positioning statement of Samsun declares its distinction from other providers of mobile phones. In the domestic market of Australia where countless selection prosper, lustrous facade design of Samsung, escorted through its assortment of features of soft and hard, purify it a prime buying for the youth, scientifically modernized experts. The company struggles to shelter complete market of mobile and smartphones, is currently one of developing and growing global mobile corporations. In Australia, the company came up through innovative concepts to become additionally customer-oriented (Gillin, 2009). Source: https://www.labbrand.com/brandsource/issue-article/brand-positioning-strategies-rising-chinese-smartphone-brands The Samsung possesses exceptional marketing share. The above diagram indicates the brand positioning in detail. The company is providing innovative and differentiated products and services. Its core differentiating aspect is superior and rare designs. Objectives of the Message The core objective of this marketing campaign is to recapture the lost market share of Samsung in Australian market. The new commodity will offer exceptional battery timing along with diverse unique and remarkable features. This product will significantly fulfill the basic connectivity requirements of the target audience. The audience of this message will be provided an innovative product, an inspirational communication impression or an energizing style to unifying. The main outcome is to enhance and boost the communication and connectivity level of Australian people by providing enduring battery timing and innovative features. The core objective of this message is to recapture the lost market share and attract new target market (Bruner Anand 2000). Target Audience The target audience of this campaign will be professionals and experts people. ON the other hand, the residents of Australia are main target market of this campaign. According to geographic segmentation, Australia is targeted. According to demographic segmentation, all males and females are target audience. These individuals are highly qualified and business experts. According to psychographic segmentation, the people belong to upper and middle classes will be targeted. These individual pay more attention in quality and features as compared to price and cost. The excellence of commodity in each aspect is required such as designing, innovative features, availability of internet, long battery timing and connectivity features (Kim, 2013) Current Feelings of Target Audience Currently target market has negative feeling about the performance of Samsung mobiles after battery crisis. They think that next product of Samsung will be influenced negatively as well. In previous campaign, the company said that all affected customers will be compensated. However, target audience thinks that company cannot recover their loss and wastage of financed. However, it is expected that the feeling of Australian people will change and they will prefer this brand excellently. It is expected that company will recapture 15% market share by introducing this innovative products. It is expected that more than 20000 cases of new mobile phone will be sold in 1st year after inauguration (Dilger, 2015). Various Delivery Media Types The new commodity will be launched with an Integrated Marketing Communications campaign in Australia. This campaign might attract the customers who utilize smart phones as well as appreciate possessing the up-to-the-minute technology. The below mentioned advertising media tools will be used: Advertising In order to make brand consciousness, the TV advertisement is designed. The advertising agency of Samsung will launch new campaign in this year in Australia. The video ad shows how exhilarating and thrilling new product of Samsung is and its innovative features. The people can be seen in ads whose batteries of cell phones finish at most awful moments. Internet Marketing In this digital and globalized era, the successful results of a campaign cannot be achieved without online and internet marketing. The banners will be posted on pages of Facebook and YouTube. These are biggest and most essential social sites that provide exceptional marketing results. The ads will be posted on Facebook, Twitter, YouTube and website of the company (Ovide Wakabayashi 2015). Sales Promotions In order to appeal new target market, the persons who purchase an innovative Samsung phone will be provided a pack of bonus. On the other hand, the old mobiles with poor battery experience will be exchanged with new ones. 20% discount will be offered to first 1000 customers of new mobile. On returning old ones, the half price will be repaid by company (Campbell, 2015). Direct Marketing and PR Public relations are considered essential for promoting product. The celebrity endorsement will be used. A celebrity presenting new cellphone in front of millions of people is best. For direct marketing, the company will offer online and offline services. After sale services will be offered. The new product will be launched in a ceremony in which well-known celebrities and individuals will be invited. References Campbell, M. 2015. Samsung profits drop as mobile arm suffers 37.6% crash in Q2. AppleInsider. Retrieved from: https://appleinsider.com/articles/15/07/29/samsung-profits-drop-asmobile-arm-suffers-376-profit-crash-in-q2 Dilger, D.E. 2015. Samsung Mobile smartphone profits decline; unit sales to shrink for 2015. AppleInsider. Retrieved from: https://appleinsider.com/articles/15/10/29/samsung-mobilesmartphone-profits-decline-unit-sales-to-shrink-for-2015 Kim, M. 2013. Samsung's marketing splurge doesn't always bring bang-forbuck. Reuters. Retrieved from: https://www.reuters.com/article/us-samsung-marketingidUSBRE9AQ18720131127 Bruner, G. C. Anand, K. 2000. Web commercials and advertising hierarchy-of-effects. Journal of Advertising Research, 40 (1/2), p. 35-42 Gillin, P. 2009. Secrets of social media marketing: how to use online conversations and customer communities to turbo-charge your business. Fresno, CA: Quill Driver Books Essany, M. 2012. Target Touts Big 2013 focus on Mobile Marketing for Hispanic Community. Retrieved from: https://www.mobilemarketingwatch.com/target-toutsbig-2013-focus-on-mobile-marketing-for-hispaniccommunity-27662/ Zurita, A. 2013. Mobile Banking in Mexico: An Everyday Reality. Reach Hispanic. Retrieved from: https://reachhispanic.com/2013/08/13/mobile-banking-inmexico-an-everyday-reality/ Ovide, S., Wakabayashi, D. 2015. Apples share of smartphone industrys profits soars to 92%. The Wall Street Journal. Retrieved from: https://www.wsj.com/articles/apples-share-ofsmartphone-industrys-profits-soars-to-92-1436727458