Integrated Marketing Communication Plan for Amazon Kindle Product

This report provides a comprehensive analysis of an integrated marketing communication plan designed for the Amazon Kindle. It begins by outlining the marketing communication aims and objectives, emphasizing the goal of attracting more customers and enhancing brand identity in the competitive Australian market. The report details the specific communication goals, including increasing brand image, sales, profitability, and revenue. A redesigned message is presented, highlighting the Kindle's features and benefits. The target audience is segmented geographically, demographically, and behaviorally. The marketing communication mix includes Facebook, television, billboards, social media, and email marketing, with a six-month media schedule detailing reach, frequency, and budget. Finally, the report describes campaign evaluation methods, such as cost per click, cost per impression, and click-through rate, to measure the effectiveness of the marketing efforts. The report concludes by referencing several scholarly sources that were used to support the analysis and recommendations.

INTEGRATED MARKETING
COMMUNICATION

PURPOSE OF THE
PRESENTATION
The objective is to create goals and objectives of marketing communication.
The aim is to redesign the key message
Target audience for Amazon
Choice of marketing communication mix
Creation of six-month media schedule based on the reach, continuity as well as frequency
Campaign evaluation methods

PART 1-MARKETING
COMMUNICATION AIMS AND
OBJECTIVES

It is seen that the primary objective of Amazon is to attract
more customers to buy their product. It is the goal of the
respective organization to enhance their brand identity
among the existing customers of Australia. This brand aims
to increase their overall profitability by conducting its
business in the competitive market of Australia.

INTEGRATED MARKETING
COMMUNICATION
It has been observed that integrated marketing communications refers to the approach for
attaining the aims and objectives of promotional campaign. For this purpose, various
marketing techniques are used by companies in order to deliver a coherent message to
users and buyers of amazon. In other words, it refers to integrate every method of the
brand promotion (Schultz, Kim and Kang, 2014).
Amazon, is an america-based electronic commerce as well as cloud computing business
organization. This organization is the world’s biggest internet retailer on the basis of
generation of revenue. It has been observed that this organization uses traditional as well
as social media for promoting its products .
Broadcast media, print media like newspapers and magazines, portal advertising, various
social networking sites such as facebook, twitter, pinterest, sponsored search, email
marketing etc are used by this particular e-commerce organization for advertising its
products like kindle (Ots And Nyilasy, 2015).

MARKETING
COMMUNICATION GOALS
AND OBJECTIVES
Rationale of the objectives for
Amazon
• It aims to capture a larger market share
in the competitive market of Australia.
By capturing the larger market share in
the market, it is possible for amazon to
sustain its leading position in the
existing market of Australia.
• It aims to reach its targeted customers.
In this context, it can be stated that by
reaching its specified customers, it can
increase its sales volume.
• It aims to increase its revenue
generation. By enhancing its revenue
generation, it is possible for the
respective company to sustain its
advantageous position in the
competitive market of Australia. In
other words, by increasing the revenue
of amazon, it is possible for the
management to dominate the existing
market of Australia.
SMART
Objectives
SMART
objectives will
be created by
the
management of
Amazon. SMART
refers to
Specific
Measureable,

SPECIFIC COMMUNICATION
GOALS
• To increase the brand image by a factor of 3X
• To increase the sales of kindle by a factor of 4X
• To increase the overall profitability by 3.5%
• To increase the revenue generation by a factor of 4X
• To increase the awareness of the customers regarding kindle by
3.5x

REDESIGNED MESSAGE
A stylish kindle can make YOU TO stand out from the crowd.

REDESIGNED
MESSAGE
• It is a small electronic hand-held device that helps the
reader to download books from online sites. Some of
the books can be accessed by the reader without
paying any cost while some books need to be
purchased by the reader. This E-reader has a matte
finish screen.
• Kindle wi-fi 6 inch has a matte finish screen.
• It has the embedded led which is used for regulating
brightness providing paper-like display.

TARGET AUDIENCE
• It is seen that marketing department of the companies
targets population for launching marketing as well as
promotional campaigns.
• The customers of Amazon are mainly youngsters and working
professionals. Students are also its customers.

TARGET AUDIENCE
Segmentation Type Segmentation Criteria Target Customer Segments
Geographic Region It should be released all across the
globe
Density Both rural and urban consumers
Demographic Age 16 years to 36 years and 40 years to 60
years
Gender Male and Female
Occupation Students, working professionals,
recently employed person
Behavioral Loyalty Hard core loyal customers and
switchers

PART 2- CHOICE FOR MARKETING
COMMUNICATION MIX