4004MKT – INTRODUCTION TO INTEGRATED MARKETING COMMUNICATION (CW 2)

4004MKT – INTRODUCTION TO INTEGRATED MARKETING COMMUNICATION (CW 2).

CONTENT PAGE. Situation Analysis Objectives Strategy Tactics Action and Control.

Situation Analysis. We’re in a digital era where almost every individual needs to have one smartphone or the other. TECNO is a company that provide solution to this issue. With “Stop At Nothing” as its brand essence, TECNO understands the needs of consumers from different markets and provides them with localized innovations and design breakthroughs demonstrated through their mastery of serving consumers who are “young at heart” and never stops pursuing excellence..

Situation Analysis. Tecno has the love of the customers at heart, the market trends require new innovation and creativity. Tecno has lots of competitors in the market with lots of diversification..

Objectives. Tecno is aiming to be at the top of the world, to be able to provide the best for the customers. We’re in the phase of achieving this, I put it to you that we have our products at lots of places accessible to the consumers. Hence there is need to create additional communication objectives; Connect people: despite the fact that Tecno is doing well, there is a need for them to connect people as this will bring about communication objective rather than sales-oriented objectives. Build Trust: There is a need for Tecno to build trust among it’s customers, its not only when they have sales to make that they need to reach out to their customers..

Strategy. Positioning. For the communication objectives created, segmentation is an important thing. People of similar behavior, demography, nature are to be segmented and also connect to each other. Targeting the appropriate segment: after the segmentation and connecting the customers, now we know the segment that needs this particular product more than the other and it will be very easy to reach out to that particular segment. Positioning the product: Another important thing is to position the product well in the consumers mind. E.g. hammering the need of a UK student’s segment on the need to update their smartphone due to the new features of the new product..

Strategy. Audience. For these objectives, pull strategies will be highly adopted. Tecno Smartphones are products are meant to get to the final consumers and these objectives will influence the end users; this in return will build trust. On connecting the people, a push strategy will be a great tool to use as there is a need to connect the market (trade). Tecno will be able to influence the market. i.e. if a customer walk into an office and asked for a particular product, if the office didn’t have. The office should be able to connect the customer to another nearby office directly..

Strategy. Platform. The two communication objectives will surely be consistent across all channels. “Your best interest” will be used as the key message..

Strategy. This campaign is based on communication objectives, hence there is a need to make sure it goes on properly. Ensuring detailing the communication options/mix. Ensuring the comms options are clearly justified. Reaching the target market: Ensuring consistency of message.

Strategy. Tactics. Developing a basic form and key style of message Gradual building of awareness Using of required adequate resources Careful planning of releasing media content.

Action and Control. Need to measure against the objectives set as part of the strategy. Evaluation will be done before (pre-testing), in the middle or at the end of the campaign. The campaign can help inform marketing communication plans in the future..

REFERENCE LIST. Belch, G.E. and Belch M.A. (2021) Advertising and Promotion: An Integrated Marketing Communications Perspective. 12 th Edition. New York: McGraw-Hill. Chapter 7 from Belch and Belch (2021) (online access via Aula) Fill, C., & Turnbull, D. S. (2019). Marketing communications (8th ed.). Pearson Education Limited..

REFERENCE LIST. Keller, K. L. (2016). Unlocking the power of integrated marketing communications: How integrated is your IMC program?.Journal of Advertising,45(3), 286-301. Melewar, T. C., Small, J., Cova, B., Pace, S., & Park, D. J. (2007). Global brand communities across borders: the Warhammer case. International Marketing Review . Solomon, M. R., Askegaard , S. and Hog, M.K. (2019) Consumer Behaviour. Pearson Education Canada. Ebook Central: http://ebookcentral.proquest.com/lib/leicester/detail.action?docID=5835673.

Promotional Materials. TECNO Brand.