MARKETING STRATEGY

Marketing Communications Strategy

Marketing Communications Strategy

Introduction

The product that we plan to launch in the market is mobile phone known as “Voice”- be heard. The product range consists of feature and smart phones. The feature phones have basic features, and the most important of them will be the long battery life. For the smart phones, the mobiles will be powered by a dual and quad core processor, and will be available with the Android software. The message that the phone wants to communicate to its users is that Voice mobiles offer the best experience that a phone can offer. The primary purpose of a phone is communication, and the phones do not want to overshadow that with a host of features or technologies. The features and innovation only makes the communication better, and let the consumers be heard.

Discussion

The mobile phone is being newly launched so it is essential that a television campaign is developed in order to ensure that the customers become aware of the brand. The advertisement can be played on both the traditional mediums and modern digital mediums. The ad helps invoke the emotions of the customers about the phone and develop an image. The phones want to cater to the needs of the various segments of the market. The purpose of the feature phones is to complement the smart phones with their extended battery life. Smart phones commonly have an issue of not being able to provide enough talk time which forces the consumers to look for charging points. The feature phones answer this query of the customer. The smart phones are packed with a host of features that a consumer looks for in a phone. The phones will be equipped with a minimum of 1 GB ram, in the low end range, and the high end phones will be equipped with a 2 GB ram in order for the phones to deliver optimal performance.

The campaign will be further augmented by a public relations campaign which will feature a launch event for the phone. The events will feature concerts, and their coverage will feature on the leading mediums. The launch event will be something like the launch of Nokia Lumia which featured a 4-D projection show along with a set played by DeadMau5. The campaigns will generate public interest and get the customers together.

Direct Marketing is an important part of the mobile phone campaign as it helps in generating a trial of the product. The stalls will be setup at most of the junctions at malls where there will be a customer service representative to help them out and answer any of their queries regarding the product. The traditional medium is important as it helps in getting a direct feedback from the customers and resolves their issues first hand. The purpose of direct marketing is to isolate the clients and customers as individuals and build a long relationship with them to benefit them and their best profits, allowing in this way, to better know the customer, knowing ...