Integrated Marketing Report 2022

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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Executive summary
The purpose of this report is to analyse the market of the 5G smart phones. in the first report
detailed analysis of the product that is 5G smart phones will be conducted along with analysis of
its competitive information, environmental scanning and segmentation targeting and positioning.
In the second report, the integrated marketing channels and distribution system of the mentioned
product will be analysed. The band positioning, niche and the market leaders who are offering the
consumers with the 5G smartphones in Australian electronics market will be discussed. Along with this
the leadership style and the consumer adaptation process and pricing strategy of the product will be
analysed. In the third report, the intergraded marketing communication technique along with an marketing
communication matrix will be performed.

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Table of Contents
Report 1...........................................................................................................................................3
Identification of the product........................................................................................................3
Competitive information..............................................................................................................3
Environment scanning.................................................................................................................4
PEST Analysis of Australian electronics Industry......................................................................4
Demand forecast..........................................................................................................................5
Segmentation, targeting and positioning.....................................................................................5
Report 2...........................................................................................................................................7
The brand positioning of 5G Smartphones..................................................................................7
Identification of the Market leaders.............................................................................................8
Identification of the Niche for the product..................................................................................9
Leadership type..........................................................................................................................10
Consumer adaptation process of 5G Smartphone......................................................................10
Pricing strategy decisions..........................................................................................................10
Report 3.........................................................................................................................................12
The integrated marketing communication method....................................................................12
Online communication strategy.................................................................................................13
The integrated marketing communications matrix....................................................................14

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Report 1
Identification of the product
In this era of technology, internet has become one of the most crucial part of technological
advancement. Thus high speed internet is no longer a luxury but has become a necessity for
almost each and every individual. When it comes to high speed internet, smartphones that uses
the 5G technology is the first thing that comes to mind. Thus the product chosen to be analysed
includes the 5G smartphones (Yang, Ge and Zhong 2018). The 5G smartphones offers the
consumers with a lot more bandwidth along with lower latency which means it has the potential
to support more data with fewer delays. Thus the 5G smartphones are referred to smartphones
with which consumers will be able to upload as well as download videos at a much higher speed
compared to that of the 4G technology using smartphones. In the following paragraph, detailed
analysis of the product that is 5G smart phones has been conducted along with analysis of its
competitive information, environmental scanning and segmentation targeting and positioning.
Competitive information
The major competitor of 5G Smartphone includes the 4G smartphone devices. The
leading brands that are offering 5G technology based handsets include One plus pro, Samsung
Galaxy S10e, Samsung Galaxy S10 plus and Nokia 9 PureView. The price range of the phone is
similar or slightly lower than that of the 5G Smartphones (Zhang et al. 2019). However, when it
comes to competitive advantage, the competitive advantage of the 5G mobiles are much higher
compared to the rest of the phones. The chief reason behind this is high quality RAM along with
high speed internet speed at a similar price range. Luxury brands like Apple are also offering the
consumers with 5G technology incorporated smart phones. For instance, in the 5G smartphone

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model iPhone XR, the A12 Bionic battery is highly impressive, even in case of less RAM.
However, the product may lack competitive advantage due to its Camera quality compared to its
competitors.
Environment scanning
In order to understand the market of 5G Smartphone it is highly crucial for the management of
the product manufacturing organizations to conduct an in depth environmental analysis. In the
following paragraph, PEST analysis of the Australian electronics industry has been conducted
for understanding the external and internal environment of this product respectively.
Environmental scanning,
PEST Analysis of Australian electronics Industry
Political: Australia possess connection with a good number of global organizations like OECD,
World Trade Organization, G20, and Commonwealth of Nations. However, the nation is often
criticized by its neighbouring countries that include New Zealand as well as United Nation. The
chief reason behind deterioration of relationship between the other nations and Australia includes
Australia’s Deportation law, poor treatment to the refugees, not upholding human rights
including the right of the Indigenous people (Fayek et al. 2017). Thus the political factor of
Australia is not highly favourable for the mentioned product.
Economic:
When it comes to the economic environment, the nation holds the 13th place amongst the largest
economy worldwide. In the year 2018, the nation has reported an economic growth of 2 percent.
Thus the business investment as well as the household income of the residents of the nation has

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increased. Higher disposable income denotes favourable condition for 5G Smartphone to be sold
in higher amount .
Socio Cultural:
The population of Australia is smaller compared to majority of the nations across the world.
Along withal this, the population of Australia is aging (Zheng et al., 2016). As a result of this,
the workforce in the nation is highly expensive. However, since the nation put emphasis on
higher education, majority off the population is educated.
Technological
Being a developed country, Australia is highly advanced in technology. The 24*7 hours
availability of transport and internet will be highly useful for the electronic industry including the
5G manufacturing and selling organizations in order to ensure satisfaction of is consumers.
Demand forecast
Considering the fact that even luxury brands like Apple has lowered its price range for the 5G
Smartphone without compromising with the quality of the product, it is expected the demand for
the mentioned product will be high in Australia. The high need of internet in Australia can be
considered as a major reason behind forecasting high demand of the mentioned product in the
nation (Li et al. 2016). Considering the fact that the 5G Smartphone targets both elite class as
well as higher middle class consumers, given it lower price, a shift in the demand from elite class
to higher middle and middle class consumers can be evidenced.
Segmentation, targeting and positioning
Segmentation

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Type of segmentation Segmentation iPhone XR’s Target market
Geographic Region
Density
US and International
Urban
Demographic Age
Gender
Life Cycle stage
Income
Occupation
16-45 years
Both Males and Females
Bachelor
Newly married
Full nest I and II
High Earner
Businessman , managers,
executives
Behavioural Degree of Loyalty
Benefits sought
Personality
Hard core loyal, Switchers
Sense of belonging self
expression, service speed
Ambitious and determined
Targeting
The target consumers of 5G smartphones include Elite class, higher middle class as well
as middle class consumers of the society. The device has been launched by the company to
enhance its consumer base. The price range of the product has been kept equivalent to the smart

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phones that target the higher middle class and middle class population. The target consumers of
the mentioned product includes school and collage going students, professionals or businessman
of age ranging from 16 to 30 years.
Positioning
The positioning of the 5G smart phones have been done based on the high quality internet
along with the enhanced features offer to the consumers by the brands. The chief tagline of the
brands offering the product to its consumers includes “It's more than providing you with a really
fast smartphone.” Since the target consumers are adolescents, young adults as well as
professional, the smartphone are getting marketed as a device which is perfect for rapid data
transfer and work.
Report 2
The brand positioning of 5G Smartphones
The brand positioning of above, the chief consumers of the 5th Generation Smart phones includes
middle, higher middle and elite class consumers within the age range of 20-45 years. The 5th
generation Smart phone has been designed for providing high speed internet, high quality
processor, improved streaming resolutions, holographic displays, enhanced power and next-gen
cloud computing. Thus the product has been positioned in the market as the ideal Smart phones
for high speed internet and gaming. When it comes to promotion, 5G Smartphone are promoted
both through offline as well as online promoting service (Chen et al. 2018). Considering the fact
that the target consumers of the mobile includes the youth, social media platforms are used by
the organization as one of the major promotional sites. However according to Pugh 2019, the
positioning of a same device may differ based on the company that is offers the products to the

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consumers. For instance, the Apple 5G 5G Smartphones are more expensive compared to that of
Samsung and LG. Apple have positioned its 5G smart phones as 5G Smartphones that possess
the speed and opportunities of the 5th Generation Smartphone along with the quality and brad
value of 5G Smartphones. However, 5G phones of brands like Samsung, Sony, One plus and LG
are of lower price range. Considering the fact that the target consumers of 5G smart phones are
youth, Apple has launched the 5G Smartphone XR which is of lower price range and meant for
young professional and businessman of middle to higher middle class population of the society.
Identification of the Market leaders
The market leaders who offers high quality 5g smartphones to the consumers of Australia
includes Samsung, Apple, LG and Oppo, Xiaomi, Alcatel and Huawei. The Samsung Galaxy
S10 5G was the first 5G Smartphone of Australia, and is currently available through Telstra.
However, the Galaxy S10 5G won't be exclusive to Telstra. Big T customers will just be the first
to be able to buy it on a plan (Ding et al., 2018). The time it takes for Optus and Vodafone
customers to wait for an opportunity to get their Samsung 5 G flagship on the plan is uncertain at
this time, although it is probably linked to progress on their 5 G networks.
When it comes to the LG 5G smartphones, it belongs to the first 5G smartphones available in
Australia, sold exclusively through Telstra. LG has put $1,729 for the telephone retail cost. The
LG V50 also possess unique secondary screen accessory, while the 5 G functionality is
obviously a distinguishing characteristic. When it comes to the OPPO 5G smart phones, it
provides the consumer with 5G services at the lowest price in Australia. Along with this the
durability of the smartphones can be considered as a competitive advantage gaining factor for
OPPO. The other smartphone types offered by the organization to the consumers are kept in
affordable rate. As per the survey conducted in the year 2028, the leading smartphone

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manufacturing organizations that are offering the consumers with 5G Smartphone includes
Apple, Samsung, LG and OPPO.
Identification of the Niche for the product
As per a good number of researchers, the 5th generation mobile network will take time to fully
replace the smart phones with 4g/LTE technology. However due to its beneficial characteristics
5G Smartphone has already gained positive response from the users. The first niche
characteristics that are being offered by the 5G smart phones include increased bandwidth for all
the users. Bandwidth can be defined as the space available for individuals to download data files,
internet pages as well as watching videos. The smaller the accessible bandwidth, the slower each
device will run. One of the benefits of this fresh fifth cellular innovation phase is the fact that the
usage of businesses like Verizon, T-Mobile, and Sprint will increase. Many people remember 3
G technology when they witnessed mount their web pages on the progress bar. On 5 G, this is
going to be a previous concern. This implies that when they reach populated areas such as
athletic stadiums and airlines, individuals will not think that they are competing for information
with everybody else (Stanley et al. 2017). More bandwidth is provided, and individuals can also
use this bandwidth to improve the versatility of their computers.
The second niche factor that is offered by the mentioned product includes faster internet. In this
generation where internet has become necessity for each and every individuals be it students or
professionals, faster internet is definitely a factor based on which 5G smartfones are getting
promoted. This is a problem of the past when you can browse the web, download files, or even
stream the video at blistering speeds using a 5 G network. While people on 3 G and 4 G
networks can remember struggling for minutes to download or view video buffers, 5 G networks

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will not be problematic. Due to the enhanced bandwidth, more individuals can use without other
consumers crowding.
Leadership type
Considering the fact that the aim of the 5th generation Smartphone is to replace the 3rd and 4th
generation technology using Smartphones, the mentioned product can be considered as
challengers, according to researchers, instead of competing in a category, the aim of the
challenger is to change the existing products all together. Challengers look to replace the criteria
that define an established product or service by rewriting the rules.
Consumer adaptation process of 5G Smartphone
The consumer adoption process is consist of 5 stages that includes Awareness Stage, Interest
and Information Stage, Evaluation Stage, Trial Stage and Adoption Stage. In order to let the
consumers develop awareness about the products, the brands should opt for both online and
offline promotional techniques (Li et al. 2017). While online techniques can include campaigns
and sponsorship, online promotional techniques includes advertisement through social media
platforms and television. Other techniques of enhancing awareness may includes flash massage
and email notifications to target consumers.
Pricing strategy decisions
Marketing logistics include scheduling, delivery and management of the movement of the
products from the manufacturer to the industry, and marketing equipment and data. The goal is
to satisfy customers ' requests whilst still profitably. The logistics marketing plan for the item is
discussed in the following paragraphs.

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Pricing can be considered as a strategy to find a sustainable product / service cost. The approach
is coupled with other pricing strategies that include goods, cost, location and promotion, rivalry,
business request and lastly brand characteristics. This approach is a 4P approach. This approach
includes one of the most important components in the marketing mix, as it focuses on creating
and improving the income for an organisation (Hawthorne 2016). Majority of the leading brands
that are offering smart phones with 5G technology are keeping the price affordable sent closer to
the currently existing 4G mobile sets. The chief reason behind this is to enhance the competitive
advantage of the brands over the existing products. Along with this since the target of the 5G
smart phones includes college going students to professional, the range has been kept keeping in
mind the target consumers. In fact premium brands like 5G Smartphone have reduced its product
price to a considerable amount just to ensure enhancement of consumer base of the product.
When it comes to retailing, the 5G smart phones are being retailed by the organizations through
both online as well as offline market. According to researcher, Smartphone retailing is
considered to be one of the fastest growing retail sectors across Australia (Li et al. 2017). Thus a
huge number of retailers are available for the products. in order to market the products through
offline stores, the brands should opt for retailing it through their own stores as well as through
retail stores. Whenever it comes to online retailing of the products, the 5G Smartphone can be
retailed through popular electric shopping applications in Australia that includes eBay,
AliExpress, Gumtree and others. Online retailing can also be considered as one of the most
effective ways of marketing the product to the end consumers.
When it comes to distribution of the product, the first contact point should include distributes. It
might be national retailers for the whole nation, just like few larger companies. And regionally
oriented retailers that include distributers for southern and northern regions could exist and there

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might be city-level retailers. However, never can the major retailers or the domestic retailers sell
a shipment alone. They then subscribe to several retailers located in town and region. These
suppliers are known as Tier 2. The retailers are the next and final levels. Retailers are received
either from local dealers or from domestic dealers.
Report 3
The integrated marketing communication method
Integrated communication can be defined as the process for planning, executing as well as
creating brand massage for creating effective consumer relationship. Considering the fact that the
target consumers of the mentioned product include both local and global consumers, the
organizations selling the product should opt for both offline as well as online communication
strategies. When it comes to offline communication techniques, it can include campaigns, trade
shows and sponsorship. Trade shows are known for providing effective opportunities to network
both the perspective of the consumers as well as other industry leaders. Additionally, these
events offer the organization with effective opportunities to network with both potential leaders
as well as consumers. When it comes to sponsorship, the companies selling 5G Smartphone can
sponsor shows in order to enhance the awareness of the consumers about their products. Along
with this, another potential marketing technique that can be adopted by the mentioned
organizations includes communicating to the potential consumers through SMS. This will not
only enhance the awareness of the product to the consumers but will also make them aware of
specific offers and discounts. Along with this the product can be promoted through television
and radios as well. According to Hawthorne 2016, more than 59 percent of the baby boomers, be
it professionals or business personal watches television at least once per day. Thus in order to

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enhance the awareness and knowledge of the product, this communication technique with the
consumers can be considered to be effective ones. When it comes to the communication
strategies with retailers and wholesalers, face to face meeting can be considered as one of the
most effective communication strategy. However, apart from this, communication through email
ads well as digital communication tools like voice and video call can also be considered to be
effective communication methods for business to business deal.
Online communication strategy
When it comes to online communication technique, the most effective consumer-company
communication technique includes communication through social media platforms like
Facebook, Instagram and others. Social media communication can be considered as one of the
most inexpensive yet effective mode of communication . This is because creating a page in social
media platforms are often free. However, fore effective communication, the organization must
compose interesting, attractive and catchy posts that will be able to attract both the millennial as
well as the baby boomers (Stanley et al., 2017). Not only this, the social media platforms will
offer the organization to directly communicate with the potential consumers. This in turn will
help the management to understand their needs and thus design or modify their product keeping
in mind the specific needs of the consumers. Not only this, regular communication with the
consumers will also enhance the consumer company relationship along with strengthening the
relationship between them. All these in turn will impose positive impact on the consumer base as
wells the revenue of the product selling organization. Along with communicating with the
consumers through popular social media platforms, the organization can also promote its
products through Youtube. For this effective promotional videos will be required. Along with
uploading promotional videos, YouTube advertisement as well as sponsorship of mobile

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reviewing videos can be considered as effective methods of indirect communication with the
consumers. Apart from this, the organization can sent direct emails to the potential consumers in
order to enhance their awareness and interest for the product.
The integrated marketing communications matrix
The following table presents the integrated marketing communication strategies for generation 5
smart phones. In the following table the 1 way communication refers the promotional activities
and advertisement where the company does not have any option to know the voice of market.
The 2 way communication implies the communication strategy where advertisement can be done
simultaneously with collecting voice of market. For any integrated market both business to
business and business to consumer marketing communication. Here for business to business
communication for 5th Generation Smartphone the retailers and distributors have been considered
(Li et al. 2017). To develop an integrating marketing communication identification of the
communication target is essential as well as the identification of the optional medias. In this era
of globalisation and digitalisation every industry has 4 media opportunities to utilise namely the
telephonic media, satellite media, digital media and physical media.
Telephonic
Media
Satellite Media Digital Media Others
Individual
Consumer
Individual
Consumer 1
way
Delivering
promotional text
for specific
offers to current
and potential
customers

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Individual
Consumer 2
way
Collecting
consumer
experience
feedback through
telephonic call
Segmented
Market
Segmented
Market 1 way
communication
Sponsoring
Reality shows
and other
Television
programs
Word of mouth
based indirect
promotions
through current
consumers
Segmented
Market 2 way
communication
Discussion and
feedback
collection
through social
media forum and
official website
based online
forum
Mass Market Mass Market 1
way
communication
Online pop-up
advertisement,
advertisement
with hyperlink in
Electronic
Retailer websites,
YouTube
advertisement
Sponsoring stage
programs and
concerts,
Performing CSR
based indirect
promotional
campaign

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Mass Market 2
way
communication
Discussion and
feedback
collection
through social
media forum and
official website
based online
forum
Promotional
campaign based
survey and
interview.
Business to
Business
Business to
Business 1 way
communication
Word of mouth
based indirect
promotions
through
distributors and
market agents
Business to
Business 2 way
communication
Using suppliers
and market
agents to
communicate
with retailers;
Conducting
market research
From the above integrated marketing communication matrix it can be said that for marketing
communication 6 major strategies has been used. Social media based promotions, YouTube,
sponsorship, word of mouth, and text message. Hence, based on the matrix and the chosen

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strategies the highly used media would be the physical media that includes the word of mouth,
sponsorship and CSR based campaign. The second essential media is the digital media that
would be used for social media, pop-up advertisement, e-forum and others. The third essential
media would be the telephonic media where both telephone call and text message would be used.
However, the least used marketing media would be the satellite media where Sponsoring Reality
shows and other Television programs would be used as the core strategies (Hawthorne et al.
2016). Another essential factor that should be remembered while using all this marketing
communication tools is proper synchronisation. The company willing to execute marketing
through dynamic media strategy should also make proper synchronisation of promotional
subject, advertisement approach and highlighting point very seriously across the all types of
marketing tools. Among all these strategies the most challenging strategy will be the business to
business marketing strategy where word of mouth based indirect promotions through distributors
and market agents would be helpful.

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