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Integrated Marketing Communication – Tween Market

This assignment is aiming to develop a holistic INTEGRATED MARKETING PLAN (IMC) for the “OWL and Pussy Cat Company” which is planning to launch a mobile phone for tween market of Australia. Mobile phones are rapidly becoming a commodity and now even pre teen children are interested to own a cell phone. Tween market includes age range from 6 years to 13 years. In this IMC plan all the psychographics and demographics of tween market would be incorporated and advertising communication would be developed in such a manner that tween customer can relate with them while their parents (actual payers of the product) would find this mobile phone suitable for their adolescent kids (Jaakko, et al. 2007). This entire assignment is secondary in nature and it is based on reliable literature sources to develop its communications and advertising arguments. Reliable literature sources include books, journals, previously done researches, online databases, newspaper publications, peer reviewed articles etc.


Tween market segment includes children from age range of 6 years to 13 years and in Australia they comprise an 11 percent of total population which is a very significant number to be developed as a market. Further in this segment there is a lot of potential because only a quarter of this segment currently owns a cell phone and it is expected that eventually entire population segment would want to own a cell phone. For this market segment looks of the cell phone and the status they would be able to gain after purchasing the mobile are two very important factors in decision making. Peer pressure is very deterministic in purchase decision because if friends don’t approve of a model then a tween won’t buy it. All though purchasing is made by the parents and they would be concerned about the security and unwanted content of cell phone but decision of making a purchase would be of tween group only (Hoyer and MacInnis, 2001). While determining the market segment we should also consider this important factor that around 54 percent of the present consumer segment is looking for a upgrade in their phone and 61 percent wants better features and technology in their hand pieces. By this information it can be assumed that market potential is much higher than assumed.



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