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 £8,750,000 to launch.
Table of Contents
1 Target Market Analysis
1.1 Socio-demographic Characteristics
1.2 Psychographic Analysis
1.3 Behavioural Aspects
1.4 Needs of the Target Audience
1.5 Market Development
1.6 Summary
2 Market Analysis
2.1 Payment Options
2.2 New Generation Models
2.3 Advertising and Promotion
2.4 Challenges
2.5 Corporate Assessment
2.6 Summary
3 Problem Identification
3.1 Sub-Problems
4 Problem Resolution: Marketing Strategy
5 IMC Drivers
5.1 Direct Marketing Mediums
5.2 Mobile-Marketing
6 Recommended IMC Strategy
6.1 Introduction to ‘Sie Mobile’
6.2 Evaluation Procedure
6.3 Flexibility
7 Pricing
8 Conclusions
9 Bibliography
Research Objectives and Themes
This report aims to develop an Integrated Marketing Communications (IMC) strategy for the 'Siemens Mobile' brand to effectively penetrate the UK's 16-24 year old market and enhance customer loyalty, shifting the company's focus from a purely technical engineering image to a more youthful and trend-conscious position.
- In-depth analysis of the 16-24 year old target segment's demographics, psychographics, and mobile usage behaviour.
- Evaluation of the current mobile phone market landscape and Siemens' existing brand positioning in the UK.
- Strategic re-positioning through the introduction of a new sub-brand: 'Sie Mobile'.
- Integration of modern marketing channels, including mobile-marketing (SMS) and online campaigns, to align with the target group's lifestyle.
Auszug aus dem Buch
1.3 Behavioural Aspects
The behaviour of the 16-24 year old market is a key determinant in understanding the motivations and desires of this group. The youth of today has been hugely affected by the advent of new technologies, which has in turn affected not just the way they communicate with each other, but the way they behave. Mobile phones have been massively influential in this respect, with SMS messages enabling young people to meet fundamental emotional and social needs, in a way which is private, practical, and personalised (roar.org.uk, 2004).
This growth in the mobile phone sector has strongly affected the way in which young people communicate with each other, with SMS messages being at the forefront of the change process. Shorthand and vernaculars and now common place in messages (roar.org.uk, 2004), which are often indecipherable to older generations. This has enabled young people to develop their own social rules and etiquette which are designed to fit in with their new methods of communications – so whilst parents may find it baffling that teenagers are happy to cancel engagements by SMS or break up over the phone, 15-24 years olds are generally accustomed to these practises, and crucially, they wouldn’t mind if the same was done to them (roar.org.uk, 2004).
Summary of Chapters
1 Target Market Analysis: This chapter examines the demographic, psychographic, and behavioural characteristics of the 16-24 year old segment in the UK to understand their needs and expectations.
2 Market Analysis: This section provides a detailed overview of the UK mobile market, including competitor shares, payment options, and advertising trends.
3 Problem Identification: This part identifies key weaknesses in Siemens' existing corporate marketing strategy that hinder its success among younger consumers.
4 Problem Resolution: Marketing Strategy: This chapter outlines the strategic recommendations to increase market share and brand loyalty through re-positioning.
5 IMC Drivers: This chapter explores the effective use of media, particularly direct marketing and mobile-marketing, to reach the target audience.
6 Recommended IMC Strategy: This core chapter details the seven-stage 'Sie Mobile' introduction process, from initial awareness to repurchase loops.
7 Pricing: This section breaks down the estimated costs associated with implementing the proposed IMC strategy.
8 Conclusions: This chapter summarises the findings and the expected financial impact of the proposed new branding strategy.
Keywords
Integrated Marketing Communications, IMC, Siemens Mobile, Sie Mobile, UK mobile phone market, 16-24 year olds, brand loyalty, consumer behaviour, target market analysis, mobile-marketing, SMS, youth marketing, market positioning, advertising strategy, marketing budget.
Frequently Asked Questions
What is the core focus of this report?
The report focuses on creating a new, integrated marketing communication strategy for Siemens to improve their standing among the 16-24 year old demographic in the UK.
What are the primary themes discussed?
Key themes include target audience behaviour, current market trends for mobile phones, competitor benchmarking, re-branding opportunities, and effective communication channels for younger demographics.
What is the primary objective of the proposed strategy?
The main objective is to increase the market penetration of Siemens within the 16-24 age group and significantly boost long-term brand loyalty.
Which scientific methodology is used?
The research relies on situational analysis, market data from sources like Mintel and Datamonitor, and the application of the Holder and Watson 'pyramid model' to map out the customer buying process.
What does the main part of the document cover?
The main part covers a comprehensive situational analysis, an identification of current marketing weaknesses, the proposal for the 'Sie Mobile' sub-brand, and a detailed implementation plan for the campaign.
Which keywords best characterize this work?
The work is defined by terms such as 'Integrated Marketing Communications', 'Youth Marketing', 'Siemens', 'Brand Loyalty', and 'Mobile-Marketing Strategy'.
Why is the introduction of a sub-brand like 'Sie Mobile' recommended?
A sub-brand is recommended to differentiate from Siemens' existing corporate image, which is perceived as focused on engineering and older professionals, and to create a brand identity that better aligns with the lifestyle and values of younger people.
How is the success of the 'Sie Mobile' strategy to be evaluated?
Success is evaluated through a structured procedure tracking stage-specific KPIs, such as promotional material distribution, website traffic, conversion rates, and the monitoring of customer loyalty and repurchase rates.
- Quote paper
- A. Gillett (Author), F. Ajasafe (Author), H. Lovell (Author), Volker Schmid (Author), S. Holmes (Author), 2005, Integrated Communication Plan - for the UK Mobile Phone Market, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/38121
