This report outlines an integrated marketing communication (IMC) plan for JB Hi-Fi's mobile phone products, focusing on the Australian market. It begins with a background of JB Hi-Fi, its products, and competitors, followed by an analysis of current marketing activities and market segmentation, including demographic, psychographic, and media consumption details of the target audience. The report then develops communication objectives, such as enhancing brand awareness and influencing consumer behavior, along with a core creative concept adaptable across different media. A 12-month media plan is presented, detailing media channels, campaign goals, targeting strategies, and measurement methods. The report concludes with a discussion on measuring the effectiveness of the IMC plan through various approaches, emphasizing the importance of assessing promotional tools and tracking key metrics like brand awareness and customer engagement.
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