Integrated Marketing Communication Plan – launch of Mobile Phones for Tweens

Develop an IMC plan for the “Owl and Pussy Cat” company (a medium sized enterprise) that is developing a mobile phone specifically for the ‘Tween’ market in Australia. ‘Tweens’ are children aged between 6 and 13 years old and represent around 11% of the Australian consumer market. Around one quarter of this target group already have mobile phones (for further introductory information read the article by Christian Downie and Kate Glazebrook (2007) “Mobile Phones and the Consumer Kids”available in Moodle).

About the Book

Integrated Marketing Communication Plan – launch of Mobile Phones for Tweens

Executive summary

“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things.” (Jobs, 2007)Creating a successful Integrated Marketing Communication plan for a plan needs not only the proper use of media,advertisements, promotions etc. but on a more crucial note, it needs to integrate the different aspects of communications of a firm to its different stakeholders. Integrated marketing Communications means integrating all the ways of communications to reach out to the customer in order to convey a unified message. (Carlson, Grove & Dorsch,2003) Use of social networking media, apart from the TV and movies, has been on like a revolution these days for the IMC plan execution for a company.

Tweens are the age group of 6 to 13. They are the age group when children are starting to understand things and their mind is in starting to shape up. In today’s world of extreme consumerism, marketers are starting to look up on these children as potential buyers for a life time. Also children of this age group are understood to be extremely influential in forming up the opinions of their families in towards the purchase of consumer electronics and other households.

The Owl and Pussy Cat Company has its eyes now all set up on launching a mobile phone for tweens market in Australia. Being a medium sized firm and unable to compete with the large MNCs such as Apple, Samsung, HTC etc, it has to be creative enough to share the spoils of the exponentially growing tweens mobile market. A successful Integrated Marketing Communication plan would help the company to clearly communicate the intended value propositions to its potential customers via various media and help its way to the product success.

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