Marketing Report: Integrated Marketing Communication and Practices

This report provides an in-depth analysis of Integrated Marketing Communication (IMC) and its practical application to the Samsung Smartwatch. It begins with a background on IMC, emphasizing its role in modern marketing and its strategic importance in connecting with consumers. The report then examines Samsung's overall marketing strategy, focusing on its innovative approach and partnerships. A detailed analysis of the Samsung Smartwatch's brand positioning is presented, exploring its appeal to various demographics. The report identifies the target audience, their current perceptions of the product, and desired outcomes for the brand. It outlines how Samsung should communicate with its target audience, utilizing various marketing tools such as social media, corporate websites, and TV commercials. The report concludes with a reference list of sources used in the analysis.

Running head: IMC AND PRACTICES
IMC and Practices
Name of the Student:
Name of the University:
Author Note:

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IMC AND PRACTICES
Background and Concept
The purpose of the essay is to give a brief insight into the concept of Integrated
Marketing Communication (IMC) and its resourcefulness in the domain of marketing.
Integrated Marketing Communication has its roots into marketing mix paradigm which is
aimed at donating a more holistic approach to the entire concept of advertising. In the age of
globalization IMC has assumed the role of a strategic analysis and choice with which one can
incorporate and control marketing elements which would smoothen the transaction process in
between the consumer and organization. Any company has the potential to make best use of
IMC with adequate integration of marketing tools and resources which can accentuate the
product impact on the consumers’ mind. IMC is the best approach to attract customers from a
demographic with heterogenous population (Belch et al. 2014). However the result of the
IMC process should be evaluated carefully for gaining a competitive edge, by ensuring that
the company has been able to establish communication with every consumer and has been
able to persuade them into trusting the brand successfully.
Strategy Statement:
Samsung has the Objective to become the most innovative company in the world with
the help of creativity, innovation and by establishing valued partnership in order to explore
new business area(Belch et al. 2014).Samsung has been increasing its number of products for
shipments. It product innovation has been able to target a range of customers belonging from
varied background and age groups. Its partnership with VMware, Citirix furthermore has
opened many new avenues for its market growth.Samsung has gained competitive advantage
in the market due to the dominating number of their samrtphones, tablets, televisions,
smartwatches and hardware. This has enabled the company to sustain in the company since
long.

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IMC AND PRACTICES
Samsung smartwatch brand positioning
Samsung smartwatch has been a huge relief for the tech-inclined people of all age and
background since it does the function of a self-contained phone equipped with Bluetooth,
health updates with which one could measure cholesterol level, and heart beat as well as
integration of Android application which has made it a compulsory choice for many in first-
paced life (Luxton, Reid and Mavondo 2015). The product has found a better market
penetration due to users’ preference for a healthy lifestyle and technology which the product
provides coupled with a reasonable price. As per market analysts, the demand will accelerate
in both developed and developing nations due to the generation’s preference for smooth
interface and internet connectivity.
Objective of the message
To build a loyal community based on brand positioning and innovation.
Target Audience
Thesmartwatchmarket is expected to flourish by $32.9 billion within 2020 by
Samsung which leads pioneer position in this realm. Its influence can also be felt
geographically especially in North America, Asia Pacific and Europe. The target audience is
mainly aged between 22-41 years old as studied in Australia among whom 54% were
estimated to be women. Increasingly, smartwatches are gaining popularity amidst the
teenagers who are steadily becoming inclined towards the products due to its multi-faceted
aspects (Kim, Shin and Yoon 2017). The ownership rate will grow rapidly over the next three
years because of the astounding quality of its battery and interface. As per data, even in the
developing nations, the number of smartwatch users has grown to spanning the middle class

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IMC AND PRACTICES
who is radically revolutionalizing its consumption process. Samsung can however target the
middle class users by compiling a number of factors into its products like an increased price
rate, easy interface and hyped technological aspects that would lure a number of people into
buying it. Young professionals and students are increasingly becoming dependent on the
smartwatches since it provides with GPS and fitness tacks.
What does the target audience currently feel the chosen product?
People who are opting for Samsung Smartwatches and according to a majority of
them feels that on wearing the watches they are being able to maintain their fitness and active
presence throughout the day (Nagle, Hogan and Zale 2016). Since the smartwatches are
equipped with fitness apps the consumers are becoming more inclined towards maintaining a
strict health schedule. The younger generation, especially college goers and athletes are
serious in expecting more from the brand called Samsung apart from their GPS which easily
help them to track and map routes beforehand. The target audiences are excited about these
features and therefore they are willing to invest more in the upcoming years. Additionally, the
middle aged professionals appreciate the feature which permits listening to music on their
way back from work and according to them it is the best substitute of a phone. Samsung
smartwatches are hailed as the perfect gadget for runners in Australia and this gives the brand
huge advantage over others

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IMC AND PRACTICES
What do we want the target audience to think and feel?
The users should feel more implemented into the product design and planning and
they should be able to make the best usage of the product. Samsung should make the users
feel an essential part of the virtual world and let them to have best experience while playing a
game or measuring health statistics through it. It should provide the users with the best
interaction with the apt integration of quick launch apps, smoothened way to receive and
view notification, greater capacity in personalizing external display, take note of the
upcoming events so that they can have a more organic experience with the product. Without a
high degree of involvement the products can lose much of its relevancy in the market.
What do we want the target audience to do?
Low Quality High Quality
Low Price
Samsung
Lenovo
Fossil
High Price
Low Price
Figure: Perception Map
Source: Author

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IMC AND PRACTICES
Samsung should take initiatives to implement smartwatches into the daily life and
make people view it as an indispensable part of their life. Samsung should have a clear idea
of what the audience I looking for in the product and thereby they should implement the same
in the products. Audience should also be given an interface for interaction and should need
them to provide concrete feedback that would enrich the product with more useful choices.
Determining their needs would be based on their participation with the brand and Samsung
should want their highest participation in order to build a strong emotional connection with
them. Samsung would also need them to speak about the product and receive their
constructive criticism without with the products would invariably become cornered. The
target audience should therefore be made to feel more involve and interactive for the best of
the brand image (Teimouri et al. 2016).
How should Samsung speak to the target audience?
In a globalized era the entire approach to reach target audience has changed and this
should also be ingratiated by Samsung. Social media can act as an active tool that can
enhance the customer interaction by the active usage of colorful photos videos. Gaining
entrance into the individual newsfeed has been the best way to fetch consumer awareness to
new products(Teimouri et al. 2016).. Furthermore, Samsung can publish tech-related journals
and magazines base on their products as well as encouraging public participation into the
same, attaining their feedback and reviews that can help it to build profile and better brand
awareness.

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IMC AND PRACTICES
Portfolio
Facebook: Your fitness tracker is here to help you master perfect health. What are you
waiting for?
Corporate Website: streamline your life with Samsung Smartwatch, now!
TV Commercial:
Streamline your life with Samsung
Smartwatch, now!
Stay connected and motivated with
Samsung Smartwatch

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IMC AND PRACTICES
Reference List:
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated
marketing communication perspective. McGraw-Hill Education.
Boletsis, C., McCallum, S. and Landmark, B.F., 2015, August. The use of smartwatches for
health monitoring in home-based dementia care. In International Conference on Human
Aspects of IT for the Aged Population(pp. 15-26). Springer, Cham.
Kim, K.J., Shin, D.H. and Yoon, H., 2017. Information tailoring and framing in wearable
health communication. Information Processing & Management, 53(2), pp.351-358.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Nagle, T.T., Hogan, J. and Zale, J., 2016. The Strategy and Tactics of Pricing: New
International Edition. Routledge.
Teimouri, H., Fanae, N., Jenab, K., Khoury, S. and Moslehpour, S., 2016. Studying the
relationship between brand personality and customer loyalty: A case study of Samsung
mobile phone. International Journal of Business and Management, 11(2), p.1.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.