Title: Owl and Pussy Cat Company
Course Code: MRKT20024
Course Name: Integrated Marketing Communications
Lecturer: Warren Lawson
Assignment Number: 2
Due Date: 28 September 2012
Student Name: Thidarat Buakham
Student Number: S0226853
The company Owl and Pussy Cat Company is a medium sized company based in Australia. The main product offerings of the company comprises of developing high level applications exclusively to cater to the needs of the technology based mobile industry. The company has recently identified that a large market exists for their highly innovative and extremely advanced kind of technology based mobile applications that will provide and generate a high level of interest as well as response from the young consumers falling within the age group of 6 to 13 years, which essentially comprises the Tween group of consumers. 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.
Table of Contents
Table of Contents
2.0 Communication Objectives
3.0 Creative Advertising Strategy Selection
4.0 Media Plan
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 being 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 falling 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 ¼ of the total consumers falling in this category from the Australia region already have individual possession of cell phones (Downie & 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...
Please join StudyMode to read the full document