Description
Make sure you provide an analysis of each area on the slides and proceed with the following topics.
Overall message design strategy of the new annual plan.
Message content
Message structure
Message format/execution format
Message Source
Budget and Ad Development
Include a title page, table of contents for part 2, creative brief, and part 2 references.
Template of part 2 provided
Part one of this project provided bellow
Unformatted Attachment Preview
PART 2 IMC STRATEGY
RECOMMENDATIONS
• The Goal of Part 2 is to provide direction on the overall
creative message design and structure. This is called the
Creative Brief.
PART 2.1 COMMUNICATIONS STRATEGY
RECOMMENDATIONS:
OVERALL MESSAGE DESIGN
What is the key “Big Idea” you want integrated in all the
messages?
What is the key promise and supporting reasons why.
What call to action do you want used, example: go to website
URL, phone #, etc.
What are the mandatories, or constraints that need to be
included in the messages; such as logo, tag lines, warning
labels, drug interactions, etc.
PART 2.A. COMMUNICATIONS STRATEGY
RECOMMENDATIONS:
MESSAGE CONTENT
This is where you say what you want to say about the product,
for example:
• What specific product information is critical
• What differentiates this product from its competitors
• What appeals should be used (emotional, rational, sex, ethical,
etc.)
• What buyer readiness stage is your target audience in
• What disclaimers need to be used (put this detailed/legal
information in the Exhibits
PART 2.B. COMMUNICATIONS STRATEGY
RECOMMENDATIONS:
MESSAGE STRUCTURE
Provide strategic direction on how to deliver the key message
to the copywriter and art director.You are not writing copy
for the ads; that is for the creative team, for ex:
• What message strategy will you employ?
• Which advertising appeals will be most effective?
• If you want comparative messages used, need to provide
competitors & products.
PART 2.C.COMMUNICATIONS STRATEGY
RECOMMENDATIONS:
FORMAT/EXECUTIONAL FRAMEWORK
2-parts to this analysis need to be provided:
• Identify what formats the ad message should be in (search
or display ads, 30 or 60 sec. TV spot, full page or partial
print ads, etc.)
• What executional framework you believe will work best
(animation, storytelling, authoritative, testimonial,
demonstration, slice-of-life, fantasy, informative)
PART 2.D. COMMUNICATIONS
RECOMMENDATIONS:
THE MESSAGE SOURCE
• Offer direction on whether it should be a celebrity, man/woman
on the street, etc. and why.
• What source characteristics do you want, such as; trustworthy,
credible, expert, etc.
• What kind of voice talent do you want used, if you specify radio,
YouTube, etc.
• State if you want a spokesperson who has never been used by a
competitor, etc.
PART 2.E. COMMUNICATIONS
RECOMMENDATIONS:
BUDGET AND AD DEVELOPMENT
• Specify what type of budget methodology you would use
and your rationale. Provide a ballpark budget based on
your research
• Would you complete the work with an internal team or
outsource the work to an advertising agency? Provide your
rationale.
CREATIVE BRIEF TEMPLATE
END OF PART 2
• Be sure the Endnotes and References have been updated.
• Review for any editing errors
• Double check to be sure all the required content is
provided
IMC PLAN FOR SAMSUNG
SMARTPHONES
SAMSUNG SMARTPHONES
EXECUTIVE SUMMARY
Prepare this slide last and submit it with the final plan at the end
of the semester.
Contents of this slide should include:
• Summary of the key findings of your analysis, including new
communications objectives.
• Briefly state your promotion mix recommendations for
coming year.
• Identify any corporate policy items that will be impacted with
new recommendations.
TABLE OF CONTENTS
• IMC plan for Samsung smartphones (Title)……………………………1
• Student’s Identity……..…………………………………………………..2
• Executive Summary……………………………………………………..3
• Current Marketing Situation ………………………………..………..4
• Product Marketing Strategies …………………………………………7
• Marketing Overview of the Product & its Role in the Market…………8
• Cont.………………………………………………………………………9
• Cont.………………………………………………………………………10
• Marketing Overview and Role in the Market…………………………………..11
• Market Role & IMC Strategy…………………………………………..12
TABLE OF CONTENTS
• Market Share, Competitors, and their Strategies………………………………13
• Product’s Market Position…………………………………………………………14
• Niche & Follower……………………………….…………………………………15
• Product Description: Value Proposition …………………………………….16
• Product Primary target market characteristics……………………………17
• Product Description: Target Market Buyer’s Decision Process………..…..18
• Product Review: Brand Strategy of the product/service……………….…..19
• Type of product/service lifecycle & benefits/features analysis …………….20
• Communications Objectives: First-year communications objective………21
• Issues impacting the attainment of the objectives……………………….….22
• SWOT Analysis Template……………………………………………………………..23
• Competitive Analysis Template………………………………………………………..24
✓ PART 1
CURRENT MARKETING SITUATION
Samsung is a recognized market leader in the smartphone industry, competing with major
players such as Apple and Huawei.
Samsung offers a broad range of smartphones with distinct features and specifications,
catering to diverse consumer preferences.
Competition is intense, particularly with companies like Apple and Huawei. Competitor
analysis is crucial for staying ahead.
There is a noticeable trend in the market for 5G-capable smartphones, driven by the
increasing demand for enhanced connectivity and faster internet speeds.
Consumers are showing a growing interest in environmentally friendly production. There’s a
rising emphasis on sustainable and eco-friendly practices in smartphone manufacturing.
PART 1
CURRENT MARKETING SITUATION
PRODUCT MARKETING STRATEGIES
Enhanced 5G messaging- Strengthen marketing messages around 5G capabilities to position
Samsung as a leader in cutting-edge technology.
Customer Education- Develop educational content to inform consumers about Samsung
smartphones’ benefits and unique features, fostering a deeper understanding and appreciation of
the brand.
Data-Driven Decision Making- Implement data analytics to track and analyze customer behavior,
enabling more informed and targeted marketing strategies.
Partnership Collaborations- Seek strategic partnerships with influencers, tech experts, or
environmental advocates to amplify brand messaging.
Global Market Expansion- Expand marketing efforts to reach new global markets and
demographics, capitalizing on emerging opportunities.
PRODUCT DESCRIPTION:
MARKETING OVERVIEW OF THE PRODUCT & ITS
ROLE IN THE MARKET
Product: Samsung Smartphones, including models like Galaxy S and Note series.
Its Features:
• High-resolution AMOLED displays.
• Powerful processors for seamless performance.
• Advanced camera systems with multiple lenses.
• 5G connectivity for faster data speeds.
• Sleek design and build quality.
• Integrated software ecosystem (e.g., Samsung One UI).
• Customer Needs the Product Serves
PRODUCT DESCRIPTION:
MARKETING OVERVIEW OF THE PRODUCT & ITS
ROLE IN THE MARKET
Customer Needs the Product Serves:
Physical Needs:
High-performance hardware meets the need for efficient and reliable mobile computing.
Quality display and camera address the desire for visually appealing and advanced multimedia experiences.
Social Needs:
Connectivity features and social media integration fulfill the need for staying connected and sharing
experiences.
Premium design contributes to social status and aesthetic preferences.
Individual Needs:
Customizable software and personalization options cater to individual preferences.
Advanced features like secure biometric authentication meet the need for privacy and security.
PRODUCT DESCRIPTION:
MARKETING OVERVIEW OF THE PRODUCT & ITS
ROLE IN THE MARKET
Type of Product:
Convenience Product:
• Samsung smartphones can be considered convenience products as they are frequently purchased with
minimal effort.
• Widely available through various retail channels, including online and offline stores.
Shopping Product:
• It also fits the shopping product category due to the consideration and comparison involved in the purchase
decision.
• Consumers may research and compare features before making a decision. Specialty Product:
• Some high-end Samsung models, known for unique features, can be categorized as specialty products.
These cater to specific needs and preferences and may have a dedicated customer base.
PRODUCT DESCRIPTION:
MARKETING OVERVIEW OF THE PRODUCT & ITS
ROLE IN THE MARKET
Marketing Overview and Role in the Market:
Market Positioning:
• Positioned as a premium and innovative brand in the smartphone market.
Direct competition with other leading brands like Apple and Huawei.
Value Proposition:
• Offers cutting-edge technology, superior design, and a comprehensive ecosystem.
Provides a balance between performance, style, and functionality.
Target Audience:
• Broad target audience but with specific models catering to different demographics.
• Appeals to tech enthusiasts, professionals, and individuals seeking a premium mobile experience.
PRODUCT DESCRIPTION:
MARKETING OVERVIEW OF THE PRODUCT & ITS
ROLE IN THE MARKET
Market Role:
Plays a pivotal role in driving technological advancements and trends in the smartphone industry.
Influences market standards through innovation in hardware, software, and design.
Brand Loyalty and Repeat Purchases:
Aims to foster brand loyalty through a combination of quality, features, and customer experience.
Expects repeat purchases as consumers upgrade to newer models for the latest technology.
IMC Strategy:
Focuses on communicating the value of the product as a solution to various consumer needs.
Utilizes a mix of digital marketing, retail experiences, and strategic partnerships to reach and engage
target audiences effectively.
PART1.B. PRODUCT DESCRIPTION:
CURRENT PRODUCT’S COMPETITIVE POSITION
• Market Share:
• Samsung is one of the leading players in the global smartphone market.
• The exact market share can vary by region and specific models but typically ranks
among the top competitors.
Competitors and Their Strategies:
• Apple:
• Pricing: Premium pricing strategy for high-end models like the iPhone Pro.
• Advertising: Emphasis on sleek design, innovative features, and the Apple ecosystem.
• Position: Strong market presence with a focus on innovation and user experience.
PART1.B. PRODUCT DESCRIPTION:
CURRENT PRODUCT’S COMPETITIVE POSITION
•
Huawei:
•
Pricing: Offers a range from mid-range to premium models with competitive pricing.
•
Advertising: Highlights advanced camera technology and 5G capabilities.
•
Position: Global player, solid in the Asian market, known for technological advancements.
•
Product’s Market Position:
•
Market Leader:
•
Samsung is generally considered a market leader in the smartphone industry.
•
Has a substantial global market share and is often at the forefront of technological innovations.
•
Challenger:
•
While a market leader, Samsung faces challenges from competitors like Apple and Huawei.
•
Constantly innovates to maintain and improve its position in the market.
PART1.B. PRODUCT DESCRIPTION:
CURRENT PRODUCT’S COMPETITIVE POSITION
• Niche:
• Some high-end Samsung models with unique features may be considered niche products.
• These cater to specific needs and preferences, attracting a more selective customer base.
• Follower:
• While a leader, Samsung also adapts to industry trends set by competitors.
• Observe and respond to changes in consumer preferences and technological advancements.
PART1.C. PRODUCT DESCRIPTION:
VALUE PROPOSITION
Current Value Proposition:
• More for Same: Samsung smartphones typically offer advanced features and high-quality
specifications at a comparable or slightly lower price than direct competitors like Apple.
Rationale:
• The value proposition focuses on delivering a premium user experience without the premium
price tag, making it an attractive option for consumers seeking top-tier technology at a
competitive cost.
Set of Benefits to Satisfy Consumers’ Needs:
• Cutting-Edge Technology
• Versatility and Customization
• Integrated Ecosystem:
PART1.D. PRODUCT DESCRIPTION:
PRIMARY TARGET MARKET CHARACTERISTICS
Target Audiences:
• Young Professionals:
Tech Enthusiasts and Early Adopters:
• Accessible
• Measurable
• Profitable
• Distinguishable
Market Targeting Strategy:
• Strategy
• Rationale
PART 1.E. PRODUCT DESCRIPTION:
TARGET MARKET BUYER’S DECISION
PROCESS
Complex Buying Process:
• Scenario: A customer wants a flagship smartphone with advanced features and specifications.
Process:
• Problem Recognition: The customer realizes the need for a new smartphone with cutting-edge technology, perhaps
driven by the desire for the latest camera capabilities or 5G connectivity.
• Information Search: The customer conducts extensive research, comparing smartphone brands, models, and
reviews. They might visit online forums, read tech blogs, and watch video reviews to gather comprehensive
information.
• Evaluation of Alternatives: The customer compares the features, performance, design, and prices of several flagship
smartphones, creating a shortlist of potential options.
• Purchase Decision: After careful consideration, the customer makes a purchase decision, selecting the smartphone
that best meets their needs and preferences.
• Post-Purchase Evaluation: The customer assesses their satisfaction with the chosen smartphone and shares feedback
online or with peers.
PART 1.F. PRODUCT REVIEW:
BRAND STRATEGY OF THE
PRODUCT/SERVICE
• Samsung smartphones are considered a national and global brand with significant brand equity.
• Samsung smartphones are part of a diverse product line.
• Inclusion in Product Line: The product line includes various series and models such as the Galaxy S
series, Galaxy Note series, Galaxy A series, and others.
• The brand is generally well-represented in packaging, reflecting its positioning strategy.
• Samsung’s packaging typically features the brand logo prominently. The packaging often showcases
key features and specifications of the specific model.
• Samsung positions itself as a premium and innovative brand, and this is often reflected in the
packaging.
PART 1.G. PRODUCT REVIEW:
TYPE OF PRODUCT/SERVICE LIFECYCLE &
BENEFITS/FEATURES ANALYSIS
• Samsung smartphones are likely in the growth stage of the product lifecycle.
• The growth stage is characterized by increasing sales, expanding market share, and rising
profitability.
• Samsung has a broad product line, and its smartphones continue to gain market acceptance and
adoption.
Benefits and Features to Target Audiences:
• Offers the latest technological advancements and innovative features.
• Provides options for a wide range of consumer preferences and needs.
• Seamless integration with other Samsung devices for a holistic user experience.
• Consistent quality and reliability associated with the Samsung brand.
PART 1 COMMUNICATIONS OBJECTIVES:
FIRST-YEAR COMMUNICATIONS
OBJECTIVES
Broad Measurable Communications Objectives
• Increase Brand Awareness
• Enhance Product Knowledge
• Boost Brand Preference
ISSUES IMPACTING THE OBJECTIVES
ATTAINMENT
Issues to Address Before Achieving Communications Objectives
• Inadequate budgets may limit the scope and effectiveness of marketing campaigns.
• Delays in budget approval can impede the timely launch of marketing campaigns.
• If creative materials require pre-testing, delays in obtaining results may affect campaign timelines.
• Inadequate resources, including personnel and technology, may hinder the execution of planned
marketing strategies.
• Unclear or improperly defined performance metrics can hinder the assessment of campaign success.
• Failure to comply with legal and regulatory requirements can result in setbacks and legal issues.
SWOT ANALYSIS TEMPLATE
Strengths:
• Brand Reputation
• Diverse Product Line
• Technological Innovation
Weaknesses:
• Premium Pricing
• Overdependence on Android
• Intense Competition
Opportunities:
• 5G Technology Adoption
• Increasing Environmental Awareness
• Expanding Emerging Markets
Threats:
• Intensifying Competition
• Supply Chain Disruptions
• Economic Downturn
COMPETITIVE ANALYSIS TEMPLATE
Your Company
Competitor 1
Competitor 2
Factor 1 – Pricing
Offers a diverse range of
smartphones catering to
different price points, from
budget-friendly to high-end
flagship models.
Typically positions itself as a
premium brand with a focus
on high-quality products.
Offers a range of
smartphones spanning
different price segments,
including budget-friendly
options and premium flagship
devices.
Factor Competition
Competes globally and holds a
significant market share.
Strong global presence with
a loyal customer base.
Known for offering featurerich smartphones, strong
camera capabilities, and
competitive pricing.
Factor Technology
Known for technological
innovation, offering features
like high-resolution displays,
advanced camera systems, and
5G connectivity.
Focuses on a seamless
ecosystem with devices like
iPhones, iPads, and Macs.
Recognized for advanced
camera technologies,
particularly in collaboration
with Leica.
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