MKT201 - Integrated Marketing Communication Plan for Gionee

This report provides an integrated marketing communication (IMC) plan for Gionee, a smartphone manufacturer. It outlines marketing objectives, communication goals, and redesigned key messages aimed at enhancing consumer confidence and brand recovery. The plan identifies target audiences based on age, gender, and income level and proposes a marketing communication mix including advertising, sales promotion, direct marketing, newspapers, magazines, and email marketing. A 6-month media schedule is detailed with budgetary constraints. The report also suggests three campaign evaluation methods: activity method, impact method, and output method, to analyze the effectiveness of the marketing efforts. The analysis concludes that Gionee has performed well in capturing its target market through digital media and social methods.

INTEGRATED
MARKETING
COMMUNICA
TION

INTRODUCTION
The concept of integrated
marketing communication has
been considered as an approach
of developing a seamless and
unified experience for the
consumers to communicate and
interact with the business entity
(Copley, 2014).
This process will also combine all
the aspects of marketing
Communication such as
advertising, sales promotion,
Public relations etc.
2

PART 1
Marketing communication goals and
objectives
▪ Mass-media publicity and promotion of
the product
▪ Advancing communication process with
the existing customers for generating
awareness regarding the products and
services
▪ Word-of-mouth recommendations for
the existing customers
▪ Reviewing products for the opinion
leaders
3

1.
TRANSITION
HEADLINE
Let’s start with the first set of
slides

“Redesigned Message
Key”
Key message are the main points that Gionee
will be expecting to target at the audience
too make hear and remember.
The key messages will generate meaning
and will also headline the issues that the
entity want to be discussed (Duncan and
Caywood, 2013)
The below mentioned is the redesigned key
message:
The entity is indulged in offering quality of
services and products to the consumers and
thus advancing the standard of living of the
individuals.
5

Target Audience
Mobile phones has been considered as the most commonly used
electronic gadget over the globe.
Gionee can develop segmentation for the target audience on the basis of
various criteria such as:
▪ Age (Hsu and Lawrence, 2016)
▪ Gender
▪ Income Level
6

Target
Audience
▪ Age: Developing products considering the
age of the target audience will be a
beneficial step for Gionee and the entity
can also make up-gradation of features in
the smart phones.
▪ Income level: The entity can also develop
products as per the income level of the
consumers such as they can select a
income slab for each product to be targeted
on the audience (Percy, 2014).
▪ Gender: Some special features of
applications can be updated or installed and
also the presentation of the products
7

Marketing Communication Mix
▪ The various methods in which the business organization can
communicate and interact with the consumers.
▪ Communication mix will add value to the products and will also
provoke the consumers for purchasing the products and services
as compared to the consumers (Young, 2014).
▪ Multiple forma of communications will be combined by Gionee
while developing communication mix.
▪
PART 2
MARKET
ING
COMMU
NICATIO
N
MIX
8

Marketing
Communication Mix
Marketing is a
broad business
network which
determines the
seven key drivers
which align all the
channels of
communication in
reaching the
targeted market.
9

Marketing
Communicatio
n Mix Options
▪ Advertising
▪ Sales Promotion through
events
▪ Direct marketing
▪ Newspapers (Tomše and
Snoj, 2014)
▪ Magazines
▪ Email marketing
10

Channels for
communication
Overview Coverage Flexibility and
continuity
Overall Budget (in rs)
Advertising Advertisements
posted on
different
networking sites
75% of
population
The ads are
reflected in
every hour
17000
Sales Promotion Promotion in the
from of various
contests and
sponsorship
40% of
population
Events are held
either monthly
or within a
fortnight
14000
Direct marketing Marketing of the
product through
door to door
services
82% of
population
Through online
websites like
amazon and flip
kart
5000
Newspapers Advertisements
printed in the
newspapers
42% of
population
Once in a month
or during the
seasonal
festivals
4000 per advertisement
Magazines Articles in
magazines
55% of the
population
Information is
spread to the
members who
have taken
subscription
10000 per article
11

Gionee Performance
our
office
12

PART
3
▪ Marketing campaigns are the efforts that are
initiated by the business corporation or the third
party marketing company in order to increase the
awareness and for the particular product or
service.
▪ This activity can also be practiced by Gionee for
advancing customer awareness for the brand or
business corporation.
13

Analysis of Campaign
14
It becomes the foremost factor to enhance the impact of
the campaign in the form of marketing.
There are several websites through which the information
of the campaign can be generated and the upcoming
events which are going to be held can be appropriately
recorded.

Place your screenshot here
Methods of Campaign Analysis
15
Activity method: Under this method the business entity can execute
various activities as per the reactions of the targeted audience. For e.g,
feedbacks and quizzes.
Impact Method: It can be determined by measuring the level of the interest
and flexibility of the customers in keeping the brand as their favorite. For
example bounce rate.
Output Method: It can be depicted by having an in depth evaluation of how
aims and objectives of the campaign are achieved and whether working in
the right direction.

Place your screenshot here
Conclusi
on
16
From the above analysis it can be concluded that the
Gionee brand has performed consistently well and has
captured the targeted market in the range of mobile
phones. Through the use of digital media and social
methods the maximum customers can be targeted and
expectations can be fulfilled.
The brand itself has created a new level for the customers
and enables a diversified range of products for them.

17
REFERENCES
Copley, P. (2014) Marketing communications management: analysis, planning,
implementation. Sage.
Duncan, T and Caywood, C. (2013) Marketing Communication. Integrated
Communication: Synergy of Persuasive Voices, p.13.
Hsu, L. and Lawrence, B. (2016) The role of social media and brand equity
during a product recall crisis: A shareholder value perspective. International
journal of research in Marketing, 33(1), pp.59-77.
Percy, L. (2014) Strategic integrated marketing communications. Routledge.
Young, A. (2014) Brand media strategy: integrated communications planning in
the digital era. Springer.
Tomše, D. and Snoj, B. (2014) Marketing communication on social networks:
Solution in the times of crisis. Marketing, 45(2), pp.131-138.