Communication and Marketing Report 2022

Communication and marketing 0
Communication and marketing
System04116
9/3/2019

Communication and marketing 1
Introduction
This report is prepared in regards to the development or creation of an integrated marketing
communication plan for a product or services of a company. For this purpose, JB Hi-Fi Retailer
Company’s product is to be selected that is Mobile phone as this is the best places to get a
bargain and there is no exception when it comes to phones and mobile plans. In this report,
following things is going to be address that is current marketing activities of JB Hi-Fi; current
market segmentation which includes demographic, psychographic and media consumption detail
on chosen segment. Along with this the communication or advertising objective is to be
developed for successful implementation of plan. Furthermore the core concept is to be
developed that can be adapted for the different media. At last the twelve months media plan is
require to be developed to achieve the objectives and the creative strategy. To measure the
effectiveness of integrated marketing plan, various ways is to be adopted.
Background of an organization
JB Hi-Fi is the public listed retailer company of Australia which sells and concentrates in
consumer goods. The company is founded in Melbourne and it has headquarter in Tower Two of
Vicinity centre’s chadstone shopping Centre. It was established by Keilor East by John Barbuto
in 1974. JB Hi-Fi limited involves in retail of consumer products of home. It is graded as equal
seventh major retailer of consumer electronics and home appliance in the whole world. It runs by
two segments that are Australia and New Zealand. JB Hi-Fi provides consumer electronics
televisions, containing computers, audio equipment, and cameras; software products such as
DVDs, Blu-ray discs, CDs, and whitegoods, cooking products, games, and small appliances;
telecommunications products; musical instruments; and books, digital content comprising music
and videos. This also makes available information technology and consulting services. JB Hi-Fi
is in the tough competition with the number of companies such as Good Guys, Harvey and
Norman, Devid Jones and target Australia and New Zealand are just to name some. Their
marketing objective is creating the developing products which meet the definite requirements of

Communication and marketing 2
customers and providing these products at the competitive, reasonable rates which will still
generate revenue and returns (JB HI-FI, 2019).
Current market activities
The current marketing activities of JB Hi-Fi are:
 They are focusing on value-not price of the mobile phones
 They are finding their fan boys and fan girls for mobile phones
 They are creating an experiences that drives attention of customers for mobile phones
 They are creating captivating visuals to win people over
 They are using the language of stakeholders
 They mainly Appealing to emotions
 They are trying to Mastering their target market (Kerin, 2015).
Current market segmentation
Types of segmentations criteria of Segmentation JB Hi-Fi target segment –
mobile phone
Geographic segmentation Region
Density
US and international
Urban
Demographic segmentation Age
Gender
Stage of Life-cycle
20-40
Men and women
Bachelor phase, newly
married couples, full Nest 1,
full Nest 2

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Income
Occupation
High earners, medium earners
executives, Students,
managers, professional
Behavioral segmentation Loyalty degree
Benefits sought
Personality
Status of user
Hard core loyal, switchers
Sense of belonging and
achievement, self-expression,
speed of service, advanced
capabilities and features
Ambitious and determined
Users and non-potential users
Psychographic segmentation Social class
Lifestyle
Upper class and middle class
Aspirer, succeeded, explorer
1. Geographic segmentation: the market of JB Hi-Fi operate in US and international but pay
attention in Australia and New Zealand. The market is considered by country or region,
density and areas such as urban. In Australia there is clear locational differences in tastes,
preferences and consumption. Moreover, customers in US and international have
homogeneous preferences and have different attitude or needs on mobile phones. So they
mainly focus on Australian market and customers.
2. Demographic segmentation: the market is alienated into the groups on the basis of the
age, life-cycle, gender, occupation, income. But the age is common way of segmenting
market and is the initial way in which market is delineated. Students are targeted for
mobile phones with smart features, because there needs and taste and preferences are