Integrated Marketing Communication Plan

Added on -2020-02-19

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Running Head: Integrated Marketing Communication PlanRentobuy.com.auMarketing Communication PlanIMC
IMCP a g e | 1Table of Content: Brief Background (History)...................................................................................................................2Market Offering:....................................................................................................................................2Target audience.....................................................................................................................................3Segmentation of audience..................................................................................................................3Communication objectives/goals...........................................................................................................4Measurable Objectives......................................................................................................................4Creative advertising...............................................................................................................................5Generic Message...............................................................................................................................5Pre-emptive message.........................................................................................................................5Unique-Selling Preposition Message.................................................................................................5Positioning Message..........................................................................................................................5Brand Image Message.......................................................................................................................6Resonance Message...........................................................................................................................6Affective Message.............................................................................................................................6Communicative strategy: Resonance Message......................................................................................6Objective...........................................................................................................................................7Abstract Idea of Advertisement.........................................................................................................7Ethical issues.....................................................................................................................................8Media Plan.............................................................................................................................................8Measuring effectiveness of campaign/KPI/ROI:...............................................................................9References...........................................................................................................................................10
IMCP a g e | 2Brief Background (History)Rentobuy.com.au is a company based in Perth(Australia ) and was founded in the year 2012 by Mr Robert Zackerman and his friends. The company works in the space of housing and provides buying, selling & renting solution to the population. The company works in the space of e-commerece as it’s a real estate web based portal. The company was founded by a couple of Engineers from Monash university who wanted to disrupt the online real estate industry. The idea behind this model was problem these guys faced while hunting for an apartment to rent in Western Australia, because of lack of information available online and only 1-2 players doing something in the digital space, the concept strike to these young college passouts and hence rentobuy came in existence. At the same time real estate industry was in boom and the penetration of digital literacy was even reaching the rural population, so it all made a great sense to go forward with the idea of rentobuy. The idea was received well by venture capitalist and after Series A round of funding the company came in existence on Dec 4 2012.Market Offering:At rentobuy, the traffic which is coming on the website gets diverted either for looking residential properties to buy, sell, rent & leasing activities, with renting & buying services leading. The USP of the company is providing 100% verified listing and leads, which are passed only after somebody enters his phone number and gets him verified, this is something which makes us more competitive in the industry. The website is extremely customer friendlyand makes the navigation for even a first time user a delight, filled with ease of surfing and loads of information to consume fitted in a neat and uncluttered web space. Floating advertisement and company policy of not clouding property listing with bundles of paid and BuyingSellingRentLeasing
IMCP a g e | 3sponsored ads makes the website really easy to load and gives customer an experience of surfing.The company has developed a data science lab which helps to work on the data available online along with consumer behaviour in real estate, based on the finding the team came up with some fantastic findings viz relative comparison of pricing in different localaities, amenities, popular localities, location density, children friendly localities etc, combining all these features makes rentobuy as one of its kind company working in web based real estate space.Target audience: It can be defined as the audience/people whom the company sees fit for its product or services, someone who is not using their services/product can at least promote them by word of mouth, can influence people in the surrounding and so on. This is one of the most powerful concepts when it comes to marketing because of the sole reason that if the targeting goes wrong, no other strategy would work because the audience selection is wrong, resulting in an absolute waste of uncounted money spend on advertising. It can also be defined as demographic of people who would be interested in company’s product/services, because these are the people who would eventually put money in the pockets of the owners. Hence it becomes really tricky and at the same time extremely pivotal for companies to selecttheir target audience (Thorson & Moore, 2013) the segmentation can be on the basis of geographical, demographic, physiographic and behavioural.The target audience in this case is considered keeping in mind that we at rentobuy are doing only online advertising and not going with the traditional means of advertising, hence the reasoning for target audience. Segmentation of audience:DemographicCategory of serviceBehaviourSolution18-25Who are these peopleRent/Early buyersCollege students New jobbers, entrepreneursThis cluster is always online, they consume information, entertainment, news everything online. Music/cricket/shopping/E-paper/blogs etc.They strongly believe in Word of mouthThey don’t require much expensive solution; this audience will prefer cost over quality.25-40Who are these peopleBuying/SellingCorporate professionals/ Business ownersThis audience is purpose seeking in theironline behaviour.They are on internet fora purpose, they consume what is required by them and also make their buying decision on the basis of Good quality service-CRM/CSMNeat and unclutteredweb spaceLess adv. and more informationFeedback is important to them.

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