Integrated Marketing Communication Assignment

Running head: INTEGRATED MARKETING COMMUNICATIONS (IMC) 1
Integrated Marketing Communication
Student Name
Institution
Report on Integrated Marketing Communication for Altium Limited

INTEGRATED MARKETING COMMUNICATIONS (IMC) 2
Executive Summary
An integrated marketing communication (IMC) is marketing communication strategy that
links various aspects of communication to foster product awareness. IMC plan, therefore, is
marketing communication strategy that looks into various aspects of communication aiming at
increasing product position in the market hence high sales (Newman & Ober, 2013). This is a
marketing communication plan for Altium Limited. Altium Limited is an Australian software
company that has some other branches in other countries such as United States of America,
Netherlands, and Germany (Altium Pty Ltd, 2001). The company mainly deals in circuit marker
software for designing a circuit board for electronic. The plan defines marketing objectives as to
adventure into unreached market widening the company’s market beyond current limit. The
target market is categorized into the industrial electronic market, mechatronic, communication
segments and medical and the segment is local customers, regional customers, and global
segment. The company positioning strategy is shrouded in the statement of being the global
leader in customer-centered software (Chandra & Ulrich, 2014). The business creative idea that
the plan focuses is “Follow your passion, a visual reality” while the message will be “What’s
Your Passion? Try it with Altium”. This marketing plan highlights the communication strategy
mix giving communication mix and media mix as the main areas of focus. Another area of the
plan is a budgetary allocation that is suggested for the IMC plan. The evaluation plans are also
set giving various methods that will be used to evaluate the impact and the success of the IMC
plan upon implementation. To ensure high chances of success, that feedback from some
stakeholders within the company are also incorporated into the plan. Finally, the plan concludes
by making some recommendations to the company.

INTEGRATED MARKETING COMMUNICATIONS (IMC) 3
Table of Contents
Introduction................................................................................................................ 3
Altium Limited......................................................................................................... 3
1. Communication objectives................................................................................... 4
2. Segment and target market................................................................................. 4
3. The creative idea and message........................................................................... 5
4. Positioning strategy............................................................................................. 6
5. Communication strategy mix............................................................................... 6
5.1 Communication mix.......................................................................................... 6
Personal selling.................................................................................................... 7
Product promotion................................................................................................ 7
Public relation...................................................................................................... 8
Direct marketing.................................................................................................. 8
Event sponsorship................................................................................................ 8
5.2 Media mix.......................................................................................................... 9
6. Basic budget...................................................................................................... 10
7. Evaluation metrics............................................................................................. 11
7.1 Social media feedback.................................................................................... 11
7.2 Website statistics............................................................................................ 11
7.3 Purchase or sales data.................................................................................... 12
7.4 Customer rating and customer opinions.........................................................12
8. Feedback from owners of the Altium Limited.....................................................12
8.1 Employee’s feedback...................................................................................... 13
8.2 Former director feedback............................................................................ 13
8.3 Feedback from Altium Limited subsidiary.......................................................13
8.4 Changes based on feedback........................................................................... 14

INTEGRATED MARKETING COMMUNICATIONS (IMC) 4
Conclusion................................................................................................................ 14
Recommendations.................................................................................................... 14
Reference................................................................................................................. 15
Introduction
Integrated marketing communication refers to the marketing communication that
combines many different communication elements. This is a communication strategy that links