Topic Development of an Integrated Marketing Communication Mix Essay

Topic Development of an Integrated Marketing Communication Mix Strategy - Essay Example This report mainly deals how HP would implement its Integrated Marketing Communication mix strategy in Russia and achieve success. HP is well known for its innovation thus applying its innovation strategy HP can lead the Russian IT industry. The report starts with an introduction on IMC, carried on by market and literature review. The research methodology used for this report is primary research; the technique is described broadly in research methodology. The next part is an analysis and discussion on the marketing strategies specifically the IMC strategies that HP should take up in order to build a stand in Russia. The last section of the report states recommendation for HP which would be beneficial for the company when it enters the Russian market. Briefly the report highlights the IMC plan for HP to help it enter the competitive market of Russia. Introduction Integrated marketing communication is an essential tool for the marketers to communicate with their target audience. A mark eting strategy can be defined as a set of conscious decision made by a marketer in order to determine which segment of the society is being offered a particular product, generally the target market and how to penetrate to the chosen target market. The target market can be the existing or the potential customers which the marketer aims to satisfy with its particular product or services (Koekemoer & Bird, 2004, p.1). IMC helps customers in the various stage of buying process as IMC wraps communications around customers which helps it to nurture and develop a good bonding with its customers, a bound of loyalty which protects the marketer from the intense competition. The company chosen for the report is HP an IT giant based in USA. HP is a technology company which has its operation based in 170 countries across the globe. HP has been known for its technology and services and explores on how these technologies can serve customer better and improve ways of addressing its problems and cha llenges so that the company is able to realize their aspiration, possibilities and dreams (HP, 2011). This project aims to develop an effective integrated marketing communication strategy for the company, which is planning to enter the market of Russia. The Russian technologies have grown from simple nothing to a billion dollar industry in less than a two decade (SRAS, 2006). This phenomenal growth has attracted many IT giants and HP one of the leading IT player plans to enter the Russian IT market. Market and Literature Review The concept of IMC has received a considerable coverage, but even though many of its ardent supporters have noted problems in actually translating the concept into reality. According to many survey it has been revealed that a strong commitment exits by both the marketers and advertising agencies (Eagle & Kitchen, n.d). This study will relay on the research information which is mainly gathered from primary and secondary sources which are based on communication theories, integrated marketing communication theory. Introduction IMC is defined as a strategic approach to corporate communication which coordinates the communication made by the companies to present a consistent message to its consumers and public. To address the issue that communication

Global Media Management Essay Example | Topics and Well Written Essays - 2000 words

Global Media Management - Essay Example Global Media Management Introduction The communication industry has been one of the toughest industries in the world. This is as a result of the immense competition and rivalry that is characterized by the industry. In fact, it is one of the most competitive industries in the world. This can be rooted from the fact that the communication industry experiences the most technological innovations across all industries. Every now and then new communication software and hardware are innovated. The only way a firm in the industry can make sure that they are enjoying maximum revenue from the industry’s market, is to make sure that they are the first ones to come up with such innovations since this will not only attract more consumers to their product but also ensure that they have productions rights of the technology they have introduced to the market. Innovation has made the communication industry to resemble a perfect competition market since no one firm enjoys domination over the m arket due to these new innovations that revolutionize the industry every now and then. Green Technologies has developed a new smart phone which it intends to launch in the next four months. It is important for the firm to undertake a good marketing strategy to ensure that the product is received well by consumers in the communication market. In order for this to happen, the marketing team should identify its communication objectives, the target consumer group, the brand which they will give the phone, and what media tools they will use in their campaign of launching the new product. Communication Objectives To ensure that Green Technologies successfully launches the new phone, it is of note for them to come up with communication objectives for their campaign. This will be beneficial to the firm because, coming up with communication objectives will save the company both time and money since they will undertake communication strategies that will focus on the objectives they have set r ather than undertaking a general communication strategy that will convey information that might be ambiguous and unnecessary costing them a lot of money and time. One communication objective in the launching of their product is to communicate to consumers in the market on the system specifications of the new smart phone. The firm should specify to consumers on each and every feature the new phone has explaining to them in a simple way in which ordinary persons who do not understand technological specifics can understand about the new product. For example, the new smart phone will come with a 5.0 inch display screen with high definition. This means that the phone can display videos and pictures in crystal clear quality. In the above example, not all consumers understand what high definition is hence by explaining to the consumers that it means quality pictures and videos it further explains the meaning of the term high definition to a layman. This will go a long way in ensuring the c onsumers understand the specifications of the phone. Another communication objective that the firm should undertake is informing the consumers the advantage the smart phone has over other phones. This is due to the fact that in the communication industry, for a new product especially a smart phone to be successful in the