Integrated Communication Plan - for the UK Mobile Phone Market

Document from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing grade: A (83 percent) University of Teesside course: Integrated Marketing Communication language: English abstract: This report outlines a new IMC strategy for the 'Siemens Mobile' brand which despite being a well recognised brand has yet to make a strong impact within the 16-24 year old age group. It also contains an in depth analysis of the target market and as well as a breakdown of the current position and image of Siemens Mobile.The target market for this segment has many unique attributes which make it unusual but one which is potential very profitable. The 16-24 year old group is very fashionable sociable and concerned with social acceptance but at the same time wishing to display a degree of 'individualism'. Siemens mobile is currently has an image of a focused efficient technologically advanced company with a reputation for quality engineering. They are currently positioned towards the 'older' business class clients who value quality and engineering excellence. In order to appeal to the 16-24 year old market a re-branding and re-positioning of the 'Siemens Mobile' brand will need to occur. A new fun trendy fashionable energetic and youthful brand of 'Sie Mobile' (pronounced 'see-mobile') will be introduced which will appeal to younger people. This new brand will be closely correlated to the attitudes and values identified within the 16-24 age group.'Sie Mobile' will be introduced in several stages based on the customer's buying process (Holder and Watson' pyramid model; IDM 2004). It will utilise both established and new marketing techniques including television radio magazine internet SMS and billboard campaigns. This strategy will emphasise the fun fashionable and technological features of the brand and will cost approximately £8750000 to launch.