Topics: Marketing, Brand, Laptop, Brand management / Pages: 22 (5415 words) / Published: Jan 24th, 2013
Integrated marketing communications plan-outline.

LG’s Smartouch laptop IMC.

Review of Marketing Plan

The Integrated marketing communication plan will give a precise insight of the laptop environment LG will have to evolve in as well as an audit of LG’s position within this environment in term of brand awareness. This document will help LG improve its brand image in order to make the company enter in the era of Touch Green Laptop technology, a segment still undervalued which can become the new flagship product and enhance LG last decade commitment in environmental issues.

Description of industry the product competes.

The IMC will be designed for the Smartouch laptop of LG. This new brand product announce a real revolution among the laptop/notebook segment in the high-tech industry. Not only in the green aspect , but also in the touch technology development.
Size/Growth.The laptop shipment market represented in 2011: 214,6 million units worldwide, 105,4 million units on the mature markets and 201,3 million units on the Emerging markets ( IDC tables,2011, fig 1). The worldwide rate growth is expected to be +10,2% in 2012 which is a very high rate showing the dynamism of the market and development potential of this segment.
The laptop market should know between 2012 and 2015 an even bigger development due to the rise of multitouch technology.The multitouch market has made in revenue $ 4.3 billion in 2009 and $ 7.1 billion in 2010, $13.4 billion in 2011 and according to display search by 2017 it will be $ 23.7 billion. 5. ( Venture Beat .com , 2011)
Trends.The multitouch trend is really strong and all the laptop market is converging slowly but surely towards this technology. The current trend market of tablets and Hybrid laptops ( tablet and laptop) with Apple Ipad, Samsung GalaxyTab or Acer Zenbook ( when you turn the screen, it becomes a tablet)...
The second trend which is under-developped at the moment but starts to have its defenders within

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