MKT201 - IMC Plan: Gionee's Marketing Communication Mix Analysis

This report provides an analysis of Gionee's Integrated Marketing Communications (IMC) plan, focusing on their marketing strategies, buyer analysis, and current marketing communication mix. It identifies the strategic objectives of the company, including becoming an internationalized supplier of versatile communication equipment. The report evaluates Gionee's current advertising components and uses seven tools of persuasion to analyze the product/brand's status. It also examines the current segments of the product/brand using Roy Morgan’s Value Segment. The analysis covers various IMC tools employed by Gionee, such as print media, outdoor advertising, YouTube, events, and social media marketing, highlighting their effectiveness in reaching the target audience and promoting brand awareness. The report concludes with a discussion of Gionee's advertising theme and execution style.

Gionee- IMC Plan 1
GIONEE- IMC PLAN

Gionee- IMC Plan 2
Contents
GIONEE- IMC PLAN.........................................................................................................3
About Gionee...................................................................................................................3
Marketing Strategy..........................................................................................................3
Buyers’ Analysis..............................................................................................................3
Identification and Analysis..................................................................................................4
Current Marketing Communication Mix and Current IMC Practices.............................4
Strategic Objectives of the Company..........................................................................5
Segmentation...................................................................................................................6
Current Segments of the Product/Brand Using Roy Morgan’s Value Segment...............6
Analysis of Current advertisement......................................................................................7
References..........................................................................................................................10

Gionee- IMC Plan 3
GIONEE- IMC PLAN
About Gionee
Liu Rong founded Gionee Communication Equipment Co. Ltd. in September 2002. It is
an innovative venture that spotlights on R&D, creation and offer of cell phones. In 2005, Gionee
acquired the GSM and CDMA cellular telephone generation license. Gionee’s headquarter in
Shenzhen; Guangdong presently utilizes more than 1500 individuals with a normal period of
fewer than 30 years. Their administration group advocates a logical and institutionalized venture
administration model, with a high feeling of development. The steady quest for polished
methodology and advancement is the establishment of reasonable improvement at Gionee.
Marketing Strategy
As of now, Gionee is focusing on youthful customers (age gathering of 12-25 years).
They believe that these purchasers are successive purchasers and they impact purchasing choices
of buyers from other age bunches. Arvind Vohra who heads Gionee's cell phone business in India
trusts that negative picture about Chinese brands must be expelled with brand promoting, nature
of items and after-deals administration.
Buyers’ Analysis
1. User Profile: Users are generally from Rural to Sub-Urban Area. Users have
generally low to average income so they went for low budget phone with average review. As
they thought, they are getting value for money.

Gionee- IMC Plan 4
2. Buying Decision Process: Users generally prefer to buy online. But at the same
time Gionee official says that users should purchase product from Retail store because online
sites don’t give complete value for Gionee mobiles.
3. Decision Criteria: Users decision changes from company’s marketing campaign
and tie-ups. Gionee mobile, the official partner of one of the IPL teams in India. Such
companies don’t have in large number of loyal customers.
Identification and Analysis
Current Marketing Communication Mix and Current IMC Practices
IMC Objectives
Objective 1: To Create awareness (amongst 90percent of the target audience)
Use repetitive advertising through Celebrity Endorsements, Newspaper, magazines,
TV and also radio programs.
Objective 2: To Create interest in the products completely and target market.
Communicate information about the features and post purchase service of the Gionee
Mobiles. For this we will take help of social media, newsletters, etc.
Objective 3: To Create a Feel Good Feeling about Gionee Mobiles Handsets.
To create positive attitude towards Gionee we can go for some events, Below
the Level Marketing, Sponsorships, Promotional offers. (Smith & Zook, 2011)

Gionee- IMC Plan 5
Strategic Objectives of the Company
To turn into the internationalized supplier of versatile correspondence gear
and portable data administration and one of the all-inclusive persuasive brands.
These are some basic tools of Integrated Marketing Communication Mix followed by Gionee:
1. Print Media: Gionee as an IMC tool uses News Letters, Templates and magazines because it
is low cost and thus can be carried in the shorter notice. This one has high level of credibility and
is actually on the part of factual information. This method can reach a large number of
consumers. (Armstrong, 2013)
2. Outdoor Advertising: In Outdoor advertising Gionee can use billboards, events and
tradeshows, as it is effective in product launch.
3. YouTube: It is a powerful tool, as it has been targeting the youth and other frequent Internet
users in the target group. It can increase visibility of Gionee like for example; the advertisement
of Gionee M5 Plus had 1,553,239 views. (Jain and Griffith, 2011)
4. Events: Apart from organizing events, they can also increase its visibility by giving offers
(buy the smartphone and get unlimited 3G or 4G data free for a month) at the time of cricket
matches of IPL and World cup to capture the public perception where it can showcase its
smartphones and the features and offers in it. Their event is basically about promoting and
creating awareness. Some of the events they conducted were Gionee at CEBIT, Hum Hain
Kashmir, Gionee GLIFE.

Gionee- IMC Plan 6
5. Social media and Digital marketing: Gionee’s target group is Upper middle and middle class
individuals in Tier 1 and Tier 2 cities, who use smartphones very often. For the campaign of
Gionee, Using digital technologies the message can reach to potential customers in short time
and convert them into customers. (N.d. 2013) Here the key objective is to promote brands, build
preference and increase sales through various digital marketing techniques. Below is an
example of an official Facebook page and Twitter page of Gionee. Gionee could easily contact
their consumers directly on Twitter and Facebook and can promote their brand. It can talk why
Gionee is better than the other brands and send some relevant link for the leads to see, so that
those people get interested in Gionee. (Armstrong, 2013)
Segmentation
Current Segments of the Product/Brand Using Roy Morgan’s Value Segment
1. Basic Needs- It deals with the basic use of the phone in this case and caters to
possibly every feature.
2. A Fairer Deal: It makes life easier with all the new features.
3. Traditional Family Life: It also checks on the part that it can be used by any kind
of people.
4. Conventional Family Life: To actually make sure that they get to see all the basic
features and buys the phone.
5. Look at Me: The features and USPs.
6. Something Better: To give the best out of everything with celebrity endorsements
etc.
7. Real Conservatism: To cut costs, save some money and good investments

Gionee- IMC Plan 7
8. Young Optimism: To be excited and young to be appealing to the target
9. Visible Achievement: To be known for the looks and aesthetic value.
10. Socially Aware: The way they do it through events
 Persuasion Analysis
o Seven tools of Persuasion
 Repetition- The repetition of their smile squad campaign globally especially in India and
more.
 Repetition-Break- They had left the feature phone advertisements but again they break
the repetition and again they started the same.
 Humor- The humor in their global advertisements is used in terms of beach
advertisements or Indian advertisements with the requirement of jokes in the same.
 Shock- They use shock also with the element of humor.
 Other Tools
Analysis of Current advertisement
Central Theme: Make Smiles
 It is the current slogan of the company. The company has recently changed its brand logo
to a new design where the ‘G’ in Gionee looks like Smiley. Central theme has been kept
same to establish and reinforce the brand in new avatar.
 Message Appeal: Emotional appeal to influence consumer’s interpretations of product
usage experience.

Gionee- IMC Plan 8
 Execution Style: Dramatization
Advertisement Story Boar

Gionee- IMC Plan 9
(Gionee Facebook Page, 2018)

Gionee- IMC Plan 10
References
Gionee Facebook Page, 2018,
https://www.facebook.com/gionee.india/photos/a.420499501369268.99780.413823448703540/8
22776761141538/?type=1&theater
Smith, P, & Zook, Z 2011, Marketing Communications: Integrating Offline And Online With
Social Media, London: Kogan Page, eBook Collection (EBSCOhost)
Kotler, Philip; Armstrong, Gary. 2013., Principles of Marketing, Global Edition. [online].
Pearson.
Armstrong, Gary; Kotler, Philip. 2013., Marketing: An Introduction, Global Edition. [Online].
Pearson Education.
Jain ,Subhash C. and Griffith, David A.2011, Handbook of Research in International Marketing ,
Edward Elgar Publishing, 2011
N.d. 2013, Marketing Research and Intelligence Association (MRIA). Marketing Research and
Intelligence Association (MRIA). Web. Last accessed on 26th August, 2016