Integrated Marketing Campaign of Lycamobile - Strategic Pitch

This presentation covers the strategic pitch and recommendations for the integrated marketing campaign of Lycamobile, a successful virtual network operator. It includes five visual examples of marketing campaigns, similarities and differences, and three strategic recommendations. The presentation is for MBA 404 Assessment 3.

Strategic Pitch
Assessment 3 MBA 404

Table of content
 Five visual examples of integrated marketing campaign of lycamobile
 What do these marketing campaigns demonstrate?
 What are the similarities and differences?
 What might be the case?
 Three Strategic Recommendations
 Conclusion
 References

WHAT IS
INTEGRATED
MARKETING?

 Integrated Marketing Campaign has been termed as combination of the
multiple channels like email, content, social media and display advertising to
spread awareness about the product, services and brand to the targeted
customers. The main aim of this Campaigns is to transform viewers or people
into customers of the organisation for life. The selected topic for this concept
is lycamobile that is British Most successful virtual network operator as well
as conducting its business operation in almost 60 nations.
 This project covers the pitch strategic recommendations based on critical
examination of chosen product and services integrated marketing campaign.
Further, it highlights the critical analysis of findings which has been prepared
in first and second assessments.

FIVE VISUAL EXAMPLES
OF INTEGRATED
MARKETING CAMPAIGN
OF LYCAMOBILE

1. ADVERTISEMENT
Image Source:FULL-SERVICE MARKETING
CAMPAIGN, 2022

Review:
 It refers to the traditional method of marketing in which marketers of Lycamobile gives ads
on Television, Newspaper, Magazines and many other in order to influence the decision of
customers in Australia.
 This marketing strategy helps the company to reach their target customers and increase
their brand recognition among them.
 As a consumer come Australia and use this services to meet their needs, this marketing
campaign has great influence on its decision making.
 This marketing campaign targets the people and influence their behaviour who desired to
meet their social needs. It helps the company to attract people who look up to new
services, unlimited data and SMS to connect with their family, friends and other.

2. SPONSORSHIP
Image Source : Lycamobile sponsor ‘
chance to shine street’

Review:
 It is the most effective marketing strategy which is used by the marketers of the
Lycamobile as they place their holdings on public place, sponsors events, sports
times and tournaments and many more in order to attract large number of people
and meet their needs.
 This marketing strategy of the company enable them to spread awareness about
their services, data package, offers to the customers in order to influence their
decision making towards the company.
 An individual who come Australia for their higher studies which is stated in
Assessment as they see the holding of it on the sport ground while watching game
which change its decision to use this network for their daily use, calls, data access
and many more.
 It helps the Lycamobile to influence the behaviour towards their brand,
operations. It also connects target audience with the culture, innovation and brand
exposure for the life time.

3. Personalisation
Image Source: Personalisation marketing of Lycamobile

Review:
 It refers to the direct selling, selling through sales men in order to directly interact with
customers as well as know about their experience.
 The professionals of the Lycamobile use this marketing strategy in order to provide
direct information to customers through calling, face to face interactions and many
more.
 This marketing techniques of the company personally address the customers and
provide details about the per day, monthly and yearly plans to the customers in order to
increase their experience. It attracts and influence the person so they decide to buy the
plans for calls, data and other benefits in order to meet physiological, social and self-
actualisation needs.
 By using the unlimited offered by the Lycamobile, the student can participate in online
classes to gain more knowledge and learn new things related to their studies. It drives
their mindset and allow them to take decision to take the benefits of this plan to meet
their personal and professional’s goals.

4. Performance media
Image Source : Lycamobile app

Review:
 It is the new and advance marketing strategy which is used by the Lycamobile
in order bring innovation and increase their brand value. It helps them to
engage all age group and set new target market for their brand expansion. In
recent times it is most famous and attractive marketing activities.
 By posting its data plan, monthly and quarterly offers on their websites, apps
and social media they influence decision making and engage more the
customers.
 Youngest are directly connected to their online operations which leads to
increase brand awareness, customer base of the company. It drives the
attention of public in Australia towards the new offers, expansion of company
and services to bring changes in their plan and satisfied their needs.
 It also enables to management to increase their brand awareness as well as
target new segment of customers which leads to increase in their profitability
and customer base.

5. Point of Purchase Display
Image source : Purchase display can boost
the sales of Lycamobiles

Review:
 It is the marketing strategy which is used by the Lycamobile in order to attract large number of
targeted customers by displaying offers and discounts on their physical stores.
 During the visiting the stores for another work It influence the decision making of people and
they buy the plan at affordable price with various benefits.
 It has been seen that sometimes buyers take impulsive or fast decision after seeing various
offers which leads to increase the sales and revenue of the company.

What do these marketing campaigns
demonstrate?
 As per the information presented in the assessment, the marketing campaigns demonstrate both
weak along with strong alignment with findings.
 The current marketing strategy of the Lycamobile is formulated to teenage and youngsters which
are look up for beneficial plans. Internet services along with mostly found on digital platforms and
public places. That is completely opposite to findings in the previous assessment. The sample
survey shows that the marketers decided their target segment under the age group of 41 to 55
which is above the middle age on youngsters. It has been determining that it is the not actual
customers of the company so they make effective strategy for them to increase their experience.
 As per the survey more than 70% customers are male as well as they buy this plan for their
necessity which shows that the behaviour of customers are shifts easily if they found better offers
and opportunities in future. In the survey most of the people compare the offers and prices with
other brand if they found it effective they change their decision and buy services of other
company.
 Marketing techniques like performance media and point of purchase display directly influence
decision making and behaviour of customers towards the operation, product and services of
Lycamobile.

What are the similarities and differences?
As per the conducting survey along with findings from the previous assessment, it has been
determining that there are some similarities along with differences in the marketing
functions of company or Sample survey that are as follows-
Similarities Differences
 Marketing function like sponsorship and advertisement help
the customers to find solution for their problems like the
student who come Australia for higher studies. Advertisement
enable them to know about various plan which influence their
decision making to meet their needs
 The Performance media and personalisation increase the
customer experiences as they directly get answer to their
queries which enable to get various plans at discount as
compare to other company which gain the trust of people.
 The finding in the survey and research it has been determine
that marketing activities allow the customers to satisfied their
personal and professional desires by providing various
information through emails and their contract numbers
directly to get services for their benefit.
 In the survey, it has been find out that the target customers of the
lycamobile is half belong to the age 41 to 55 which is different
from its real customer base.
 The customers find out various ethical issues related to data plan,
server issue and many more.
 The search engine and wen services is not good to search network
services and phone. Most of the customers are dissatisfied with
the sim card problems and customers services.

What might be the case?
 As per the evaluation to the findings in the survey form the previous assessment, the
similarities and differences related to the case are as follows-
 It has been determined that the target customers of the Lycamobile is very broad and
huge variety not only males and age group of 41 to 55 years.
 According the findings there are various questions which is vague and normal that
resulted diplomatic and unclear answers for Lycamobile survey sample.

Three Strategic Recommendations
 In Relation to strengthening the alignment:
 Sensory marketing tactics- It has been determine that the marketing activities of the
Lycamobile is lack sensory stimulation. In recent times the customers are attracted to
the trendy activities of the company and was connected to their inspired work of the
company. The marketers must make effective strategy by designing attractive
advertisements, provide clear or right information, remarkable mobile design with
innovative theme, colour to make their brand different from others. It helps the
company to attract large number of customers as well as engage them for long term in
order to gain competitive advantage over competitors. By using digital and advance
technology to promote their product and services as well as increase the value to meet
the desires of the buyers.

 Focusing on ethics, customer needs and social goodwill- In recent times the customers of the
Lycamobile is highly educated along with aware about the social issues, ethics along with know
that the company is involved in the unethical practices. As the management must transform their
marketing strategies and add CSR policies in it to add value for customers. along with give
more focus to increase the quality of their product and services and provide better network in
order to offer ethical services to customers to increase their brand value. They also engage in
various social work such as providing Wi-Fi services to the area where people cannot afford to
buy the services for their better future. They conduct survey to collect the sample of customers
who belong to the all level, age group and status in order to make improvement in their product
services to increase their sales or revenue. As the survey it has been find that the customers
faced various problems related to network, sim card and many more so the management must
give more focus to make it better and reliable to increase the customer experience.

 Online delivery and targeting the customer as per their desires- In recent times, it has been
determined that most of the customers prefers online services after pandemic and globalisation.
So the manager of the Lycamobile must focus on to increase their digital presence to reach the
customers across the globe. Most of the customers who belong to the target segment of the
Lycamobile belong to the youngsters, students and other which prefers to the buy product
online to meet their needs in hectic life schedule. So the management must provide online
recharge services, payment services along with various discounts on their online platform in
order to increase experience of customers. They must make plans and offers as per age group
pf customers such as different marketing content for youngsters, students, gender wise,
working and non-working people in order to meet their needs, they must improve their sim
card services and customer services by bringing digital technology in it to answer the feedback
of customers.


Conclusion
 As per the above presented information, it is concluded that the marketing campaign
helps the company to increase their brand value and customer base. The five strategic
marketing activities of the company is sponsorship, advertisement, social media,
personal selling and many more. In order to meet the weakness and attract large
number of customers the markets of the network and mobile services company must
focus on Sensory marketing tactics, focusing on ethics, customer needs and social
goodwill along with Online delivery and targeting the customer as per their desires
strategies.

References
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