Marketing 331: Comprehensive Group IMC Plan Report, Winter 2020

This report presents an integrated marketing communications (IMC) plan, likely developed for a Marketing 331 course, focusing on the brand 'Kids Help Phone'. The assignment analyzes the brand's name, target market, and supply chain, assessing its branding strategy, logo, and competitive landscape. It explores direct and indirect competitors, promotional strategies like social media marketing, and the benefits of the product. The report also includes an environmental analysis, covering political, economic, social, technological, legal, ethical, and environmental factors influencing the brand. The provided solution includes references to academic sources to support the analysis and recommendations. The report showcases a comprehensive approach to marketing, incorporating various elements of the marketing and promotions process model to create an effective IMC plan. The report likely follows the guidelines provided in the assignment brief, which requires a group effort to select a mock product or service and develop a detailed IMC plan, thus highlighting the importance of strategic marketing and consistent messaging across different media platforms to build lasting customer relationships.

Running head: MANAGEMENT
Management of kids help phone
Name of the student:
Name of the university:
Author note:

1
MANAGEMENT
Branding strategy
 The brand name of Kids Help Phone is actually a latest innovation in the competitive
market. The services justifies the brand name. However, contradiction can be
established for the target market, which is considered for increasing the sales revenue
and profit margin (Kidshelpphone.ca, 2020). The name is Kids Help Phone, but it
caters to all kinds of needs, which revolve around the issues of physical and emotional
wellbeing. The issues like that of sexual abuse reflects the adults as the targets,
however, the children are also not spared from this heinous crime. Therefore, Ansoff
et al., (2018) is of the view that the supply chain network of this brand is diversified,
reflecting increased customer satisfaction.
 The product name, that is, Kids Help Phone might sound strange, as it reflects that the
services are provided to the kids. However, delving deep into the services provides a
deeper understanding to the consumers about the adult issues, which is dealt with by
the brand. Counselling services helps the professionals to delve deeper into the
mindset of the consumers, which is easier to suggest relevant solutions for reducing
the intensity of their suffering and ailments. This is also the case with the online
services, where the facial expressions are emphasized for gaining an intensity into the
suffering (Kidshelpphone.ca, 2020).
 The logo of the company is that of the emoticon, smiley, which entertains the children
(Kidshelpphone.ca, 2020). However, it is a symbol used by the people in order to
express happiness on the messages shared within the friends, relatives and peers.
Rothaermel, (2016) is of the view that this symbol reflects the concern, which the
brand possesses towards the wellbeing of the clients and customers. This approach
enhances the corporate social responsibility of the brand, indicative of the happiness,
which they intend to spread among the consumers.

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MANAGEMENT
Competitive analysis
Direct and indirect competitors Telecommunication brands, mobile
networks
Promotional strategies Social media marketing, donations
Benefits of the products Emotional wellbeing
Uploading the information about the services on the social media helps the personnel
to detect the changes in the buying behaviour of the customers. This approach is apt in terms
of bringing innovation in the standards and quality of the services.
Environmental analysis
Political  Copyrights and patents from the
government agencies
Economic  Online payment modes
Social  Emotional wellbeing
 Physical health
Technological  Social media marketing
 Magazines
Legal  Human rights (child and gender
rights)
 UNICEF
 Privacy policies
 Ethical code of conduct
Environmental  Community development

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MANAGEMENT
References
Ansoff, H. I., Kipley, D., Lewis, A. O., Helm-Stevens, R., & Ansoff, R. (2018). Implanting
strategic management. Springer.
Kidshelpphone.ca (2020). We are here for you. Retrieved 13th Feb 2020 from
https://kidshelpphone.ca/
Rothaermel, F. T. (2016). Strategic management: concepts (Vol. 2). McGraw-Hill Education.