Integrated Marketing Communication Plans for Garmin

This report analyzes the integrated marketing communication plan for Garmin, including target audience analysis, communication objectives, creative strategy, media plan, and total budget. The target audience is fitness freaks, athletes, and professionals. The communication objectives include increasing awareness, improving brand image, promoting sales, and raising social cause awareness. The creative strategy includes advertising, public relations, and sales promotion. The media plan includes social media, magazines, and television. The total budget is analyzed.

Running head: INTEGRATED MARKETING COMMUNICATION PLANS
INTEGRATED MARKETING COMMUNICATION PLANS
Name of the Student:
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Executive Summary
The report has helped in analysing the different analysis of the integrated marketing
communication plan along with analysis of the organization effectively. Furthermore, the target
audiences who have been involved by the organization are the athletes along with different sports
person and professionals. The communication objectives have been done in such a manner that
this has assisted the respective organization in marketing their products and services in an
effectual manner.
Furthermore, it has been noticed that the company has tried to create different creative strategies
such as maintaining accurate public relationships with different customers in a most effective
manner. It was noticed that the media plan that has been adopted by the company has helped
them in creating budget for the different marketing of products and services.

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Table of Contents
Introduction:....................................................................................................................................3
Background and Target Audience Analysis:...................................................................................3
Consumer analysis:......................................................................................................................4
Communication Objectives:............................................................................................................5
Creative Strategy:............................................................................................................................7
Media Plan of Garmin.....................................................................................................................8
Social Media................................................................................................................................8
Magazines....................................................................................................................................9
Television..................................................................................................................................10
Total Budget..............................................................................................................................10
Conclusion.....................................................................................................................................11
References:....................................................................................................................................12

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Introduction:
Garmin Ltd. is a multinational technological company founded in America. The company
is popular for its specialization in GPS technology development. This GPS navigation system
can be used in automotive, marine, aviation, sports activities and utilities. In the recent times,
technology is increasing at a rapid pace; Garmin Ltd. has launched new innovative products.
Smart watch and activity tracker is launched by the organization due to the development of
wearable technology.
The report highlights the chosen communication objective that includes creating the
awareness about the newly launched product. This helps in encouraging the target audiences’
purchase behavior in a positive manner. This furthermore creates a strong brand image of the
product among its target market. The report aims to throw light on the various integrated
marketing communication strategies that is used by the leading brand Garmin.
Integrated marketing communication is used to achieve the main objective of the market
campaign by using an effective promotional method (Luxton, Reid & Mavondo, 2015). The
integrated marketing communication plan for Garmin will ensure that all the communication and
marketing strategies are unified across all the communication channels and focused around the
customers.
Background and Target Audience Analysis:
A smart watch is a wearable wrist worn device that offers various functionalities better
than the traditional wristwatch. Garmin’s recently launched product is Vivo smart HR is a wrist
wear. It comes with touch screen and comprises off media player controls, heart rate monitoring,

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smart notifications and various phone finder features. It is useful for the health conscious users as
it provides functions that are relating to health related purposes and fitness tracking. Though
there are several features that are highlighted in the release of smart watches but the main of
development is fitness (Finne & Grönroos, 2017). This particular product also acts as an
extended version of a smart phone and related devices.
Consumer analysis:
Demographics: the expected age of the potential customers for the smart watch lies
between 15 to 50 years. The main target segment is actually the fitness freaks and athletes
between the ages 18 to 35 years. The expected occupation of the customers will be mainly of
athletes’, graduates, high school students and business professionals.
Buying behavior:
Problem Recognition: there can be various reasons for purchasing the desired product but
the crucial reasons are fitness and health issues, convenience and monitoring any person
(Munoz-Leiva, Porcu & Barrio-García, 2015).
Information search: the information about the product can be obtained from through
online websites and social Medias. Newspaper and referral or word of mouth through friends and
family.
Evaluation of alternatives: the various other alternatives include brand, features, price,
compatibility with smart phones and specifications.
In the recent tines, both male and females are equally participating in all major activities.
The income group of the target audience involves the upper class and the upper middle class

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people. The segmented audience usually includes reformers and explorers. They indulge in
adventure and like to experience challenges and new frontiers (Place, Smith & Lee, 2016). They
are actually more focused on personal growth and aware about the social scenario.
Targeting:
From the demographic, socio-economic and psychographic segmentation, the target
market for Vivo smart watch has been ascertained. The target market segment can be described
as follows:
Age 18 to 35 years
Gender Both male and female
Education Graduates and professionals
Occupation Fitness freaks, athletes, professionals, sports person
and hikers
Income class Upper and upper middle class
Lifestyle Explorer, Reformer and Aspirer.
Positioning:
In the current scenario, the lifestyles of people are too hectic and it becomes difficult to
maintain a balance between the personal and professional life (Hossain, Kabir & Rezvi, 2017).
This smart watch will help its target audience to take care of themselves beside their work.

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Communication Objectives:
The marketing communication objectives are the long-term goals, where the marketing
campaigns lead to drive up the value of brand over time. In relation to the sales promotions that
are short term inducements to buy. The communication goals are used when the customers are
persuaded for consistent reinforcement towards the brand benefit they require.
Increasing awareness- Garmin another marketing objective is to increase the awareness
related to the products brand. The main goal is to become memorable and known among the
target audience. The established organization often uses closely related goals for maintain or
building top-of mind awareness. When the product initially enter the market, it is important for
the organization to create awareness about the product to the local people. Highly creative
advertizing is important for this situation.
Brand Image: the brand image objective is set when the brand name is related with the
product. Garmin is a leading company and its products and services are popular throughout the
world. It is crucial for the company to maintain its brand name and gain competitive advantage
in the long-run. Therefore it would be better to show the target audience by launching innovative
products than to tell them. With the help of effective public relations, the organization can
improve their brand names. The major advantage of this objective is that the potential customers
already purchase the products from within the organization product category (Batra & Keller,
2016). It means that the need is already established for the customers. Only customers require to
be persuaded for purchasing the product.
Promotional: the objective is to increase the sales of the product through adequate
economic incentives that could be offered for a specific time period. The sales for the product

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are to be needed for stimulating the sales of the product within the particular time period.
Effectiveness of this communication objective will be determined by varying the sales amount
with the specific period of timeline.
Social cause awareness: Garmin Ltd. main communication objective is to raise social
awareness among the people about the unique functions of the smart watch. This would be useful
in increasing the usability of the product by changing the customer’s perception towards the
product. The effectiveness of such campaign is measured in relation to the change of the attitude
of the target segment market (Miremadi, Samsami & Qamsari, 2017). The wristwatch is useful in
monitoring the heart rate of the individual and several other functional activities like counting
steps and number of stairs climbed by them.
Creative Strategy:
Advertizing: this would help in spreading the awareness related to the smart watch and
would lead to generate market hype before the launch of smart watches in the market. The main
focus would be to create high overall profit of the organization, advertizing strategy leads to gain
the attention of the consumers by understanding the demographics of the consumer. The massage
is transmitted to the target audiences by knowing as per the behavior of the target audience. The
unique selling propositions (USP) of the product are known and the message is transmitted to
through websites, emails, sales copy to the target market. In the recent times, the younger people
are mostly on phones, social media and apps. Therefore advertizing through these media should
be the central point.
Public Relation: to create better image of the customers in the mind of the customers by
reviewing the media. This well-defined communication strategy is actually a practical tool that

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helps to keep the messages and activities focus (Dahl, Eagle & Low, 2015). In addition to this
also enable the people to know that the messages of Garmin and the strategic analyzed. The PR
activities will detail the time frames to organize the workload and makes sure that the
accountability of the product. The key performance indicator of the products to be chosen.
Garmin ltd. has to achieve the desired goals in the set- time period for September. Through
effective public relation the message will be communicated to the target audience in the most
possible ways. This would further lead to maximize the growth of the business.
Sales promotion: this would be use to increase the market usability of the product by
providing reviews of the users and creating brand awareness. The promotion techniques
furthermore help in raising the sales of the product. Garmin Ltd. applies a push sales strategy to
push the products through its supply chain to the ultimate customers. Incentives are allowed and
customers are motivated to buy the smart watches. This technique involves wholesale discounts,
premiums and buy-back guarantees (Šeric, Gil-Saura & Ozretić-Došen, 2015). Furthermore,
Internet and mobile marketing provides its customers the various kinds of promotions and
market access to coupons. Moreover, while conducting the sales promotion online by offering
incentives such as free shipping’s free items, sweep stakes and coupons. Smart watch is
attracting lot of audiences and effective sales promotion would lead to increase the demand for
the product.
Media Plan of Garmin
Social Media
Garmin has to increase their social media presence among the different customers in the
competitive market. It is essential in nature for Garmin to have the ability to keep the social

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media accounts interactive and updated with the new kind of ideas that is generated by them. The
configuration of the social media costs is essential in nature in order to boost their recognition of
the brand by conducting interactive campaigns of marketing along with posting videos and
photos and creating giveaways or polls.
Furthermore, a portion of the internet budget will focus more on video advertisements on
YouTube. Garmin will use the video advertising space in the YouTube to create 15-30 seconds
tutorials on different features of the phone and this will assist the brand in standing out amongst
the crowd.
Particulars Kinds Amount % of the budget
of vehicle
Total
YouTube Video
Advertisements
$156440 26.63% $156440
Facebook Banners $574726 13.68% $574726
Magazines
As it has been noticed that magazine indexes are high and after viewing the direct kind of
relationship between the direct relationship between the Garmin’s secondary and primary target
markets along with speciality magazines, the company can utilise the print magazine as one of
the mediums. As per the surveys, the women are likely to purchase the smart watch mostly in
colleges and office goers as well.
The magazines will allow the entire leisure to target the various specific markets that is
ultimately that Garmin has to do as to establish themselves in the competitive smart watch

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market. The magazine advertisements will take place after the release of new products in the
market as well.
Particulars Index Circulation Frequency Total
Forbes 149 930522 Monthly 154863
GQ 152 938459 Monthly 318856
Television
There are many individuals in the target market of Garmin who watches television when
they are free either news or sports. The television advertising will take place during Football and
holiday season and when there are different advertisements regarding the smart watch popularity
in the television.
Particulars GRP CPP Frequency Total
Primetime 25 $6700 12 weeks $2100000
Daytime 25 $26530 5 weeks $2300000
Total Budget
Particulars Total
Social Media $1739165
Magazine $3390042
Television $42563025

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From the table, it can be analysed that the total budget has been analysed that would be
required to be adopted by Garmin in order to improve their media presence and gain more
customer base in the future as well.
Conclusion
Therefore, it can be concluded that proper analysis of the media plan is necessary in
nature in order to understand the demands of the target audiences in the competitive market. The
media plan has helped in analysing the total budget that is required to increase their presence.
The integrated marketing communication plan is essential in nature to be adopted by the
organization as this has helped the company in managing the tastes and preferences of the
customers in an appropriate manner. In order to maintain effective and efficient kind of public
relationship, this is essential for Garmin to handle the creative strategy implementation in a more
accurate manner.
Furthermore, the communication objectives have to be gained by the company such as
proper advertising techniques has to be handled effectively as this has assisted the company in
maintaining proper relationship with the public in an appropriate manner. The target audiences of
the respective company are fitness freaks, athletes along with the different professionals as this
has helped them in maintaining proper advantage in the entire competitive environment. The
techniques used by the company has helped them in maintaining their competitive position in the
entire market with proper ascertainment of the moves of the other competitors in the market.

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References:
Al Khattab, S. A., As’ad, H., & Zaidan, G. M. (2015). E-Integrated Marketing Communication
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Batra, R., & Keller, K. L. (2016). Integrating Marketing Communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), 122-145.
Dahl, S., Eagle, L., & Low, D. (2015). Integrated marketing communications and social
marketing: Together for the common good?. Journal of Social Marketing, 5(3), 226-240.
Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), 445-463.
Hossain, M., Kabir, S., & Rezvi, R. I. (2017). Influence of the integrated marketing
communication on brand orientation and market orientation: a literature
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