Developing IMC plan for Tween Mobile phone Essay

Developing IMC plan for Tween Mobile phone - Essay Example For the last two years, this young company, which has the credit of designing some of the most innovative applications in the mobile industry, was experiencing a dearth in the sales of its products. Further analysis revealed that the sales of the company depreciated as a direct response to the saturation of the adult mobile users while the market for new mobile applications is increasing exponentially due to the emergence of a new category of young consumers. This led to the company feeling the need to design a new marketing communication plan which will increasingly focus on the various communication objectives, selection of advertising strategy on a creative note, and finally a highly effective media plan. Background Information The world today has become a highly digitized and connected world. The reason for this extreme level of digitization as well as consecutiveness can be attributed to the increasing advancements of technology with regards to the communication needs of human b eing and human controlled processes of automatic and automated that has emerged all over the world. Keeping pace with the rapid advancements of communication technology, the mobile phones have emerged as the most primary form of human communication all over the world, more effectively in the emerging as well as the economically established countries and markets around the world. In Australia, the consumption of mobile phones has gone up tremendously. Various market researches on consumers have identified that the young group of child consumers, who increasingly fall in the age group of 6 to 13 years are one of the most active and avid customers, who display highly attractive and strongly influential consumer behavior. Researches further show that the young consumers hold significant power in terms of influencing the consumer behavior of their parents in a direct and indirect manner (Global Trade Marketing, 2005). Talking in terms of various categories of consumers, the consumers fal ling within the age group of 6 to 13 years, which comprises around a total of 11 percent of the Australian population, have acquired the needs of owning a cell phone (Telstra, 2007). Talking in terms of statistical data, it can be said that the around ? of the total consumers falling in this category from the Australia region already have individual possession of cell phones (Downie and Glazebrook, 2007). While the sole purpose of being provided with cell phones has been cited as the logic of being able to stay connected with their parents, yet this young group of consumers have increasingly developed a significantly different category of consumer behavior which is itself unique in nature (Roy Morgan Research’s Young Australians Survey, Summary). It has been increasingly decoded that the young group of consumers increasingly sees the mobile phones as a symbolic representation of their status and a high percentage of them state that the brand of the mobile phones that are bein g used by them is increasingly important to them.