Integrated Marketing Communication Plans for Garmin

Running head: INTEGRATED MARKETING COMMUNICATION PLANS
INTEGRATED MARKETING COMMUNICATION PLANS
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1INTEGRATED MARKETING COMMUNICATION PLANS
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.

2INTEGRATED MARKETING COMMUNICATION PLANS
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

3INTEGRATED MARKETING COMMUNICATION PLANS
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,