Mkt201 Integrated Marketing Communications Management Assessment Answers
The purpose of this creative brief is to develop your ability to critically evaluate current IMC programs and to provide solutions based on learned IMC theories and concepts. This is a great opportunity to use your creativity and practice the delivery of your business solutions within a safe learning environment. Based on your report findings in assessment 1, your task is to create and redesign an advertisement that fulfils the company’s communication objective/s in relation to brand recovery and consumer confidence.
“Australia has the highest mobile phone penetration in the world. In light of Samsung’s “exploding battery” crisis, the company suffered a drastic decrease in its Australian market share. Samsung has deployed a “Commitment to Quality” IMC Campaign that has been proven to be ineffective. You are required to cross-examine this campaign and redesign the intended message for the Australian market.”
Three - page long summary containing:
o The background of the task
o Strategy Statement
o Samsung’s Brand Positioning (You must create a perceptual map)
o Objective/s of the message
o Target Audience
o What does the target audience currently feel about Samsung’s products?
o What do we want the target audience to think and feel?
o What do we want the target audience to do?
o How should Samsung speak to the target audience?
You must reference credible sources used to write this summary. One – page long portfolio including at least three examples of the redesigned message through various delivery media types (E.G. Facebook, Corporate Website, TV commercial)
Even though grammar and spelling are an issue, they do not detract very much from the readability of your analysis
o Ideas/themes have been developed, but your composition lacks connections and integration.
o The format chosen for your brief is appropriate, but major improvements would enhance its presentation
o An earnest attempt at intext referencing is obvious but there are major errors
Answer:
Background of the task
Samsung is the leading company in the mobile industry of Australia. The mission of the company is ‘Inspire the world, create the future’. Aim of the company is to provide new innovation and technology to the world by its creativity. It is well known that Samsung has to face crisis due to the defected batteries in its phones. So, it is important to improve e the image of the company in the Australian market. This report provides the communication plan for the Samsung to maintain its brand image among the people of Australia. The report includes strategy for the company by which the company will be able to gain its strong position in the market (Heathman, 2017).
Strategy statement
This communication plan of Samsung is to provide the commitment to the customers that they will not face any problem related to the batteries in the new phones. The strategy of the campaign is to ensure the customers about the quality products of the Samsung and to fix the issues related to the battery of the phone which has been noticed by the customers. The strategy of the communication plan is to cross examine communication campaign deployed by Samsung and redesign an effective message for the customers on the behalf of the Samsung.
Samsung’s brand positioning
Samsung faces competition by the strong competitors i.e. Nokia, Blackberry, iPhone etc. the position of the Samsung is based on the various perception of the customers i.e. easy to use, good design, good software, and nice looking interfaces. The brand positioning of the Samsung can be seen by perceptual map of the company (Apanjwan, 2016).
Objective of the message
The objective of the communication message is to rebuild the trust of the customers upon the famous company Samsung in terms of quality and commitment. The aim of communication the message is to provide clear and constantly updated statements to the customers related to the problem in Note 7. The problem was related to the defective lithium-ion batteries along with the other components’’ issues. So, the aim of the communication plan is to give effective message to the customers i.e. the products of the company are safe and secure for them. The message reveals that all the customers are treated equally and fairly. The company is focusing on the on addressing the crisis (Whitler, 2016).
Target audience
Target market of the communication plan will be those customers who have purchased the Samsung Note 7 and faced the problems with its batteries. Basically, target customers for the communication plan of the Samsung are divided into two groups. In the first group, business professional and working individuals will be targeted having the age between 22 to 45 and those customers will be targeted with the improved battery service of the phones. In second group, student and youth will be targeted having the age between 16 to 25 and those will be targeted with long life battery with more features. Basically, the aim of the communication plan is to ensure the target customers about the improved quality of Samsung’s products.
Audience’s feel about Samsung
After the battery crisis in the Samsung Note 7, company has lost the trust of the customers. It was the most discussed technological failure in the industry. Australians are reminded about the Samsung brand but the battery crisis was horrible for them. The Samsung could be the cause of huge loss and family devastated. In research, in Florida told that he had put the Note 7 in his pocket. He claimed that the phone burnt by his clothes because of second degree burns to his leg and first degree burnt to his fingers. So, the customers felt unsafe and unsecure with the Samsung phones. They have shared the video of burnt phone. But still there are some customers did not want to give up their Note 7 handsets due to the trust on the company and its products (Lopez, 2017).
What should audience think
After the battery crisis, Samsung asked the customers to submit their phones for rechecking. Samsung wants that customers should maintain their trust on the company’s products and their quality. To ensure the quality of the products, company sent text messages and emails to the customers to communicate with them. According to the company, the safety of the customers is the most important to reinstate the trust of the customers for the brand. Company wants the customers to feel safe and secure with the products of the Samsung and feel valuable for the company (McCurry, 2016).
What should audience do
Company wants the customers to have patient until it identifies the root cause of the issues in the product. There is no doubt that Samsung has provided many best quality phones with the innovative features to the customers. Samsung wants the customers to maintain its trust customer loyalty towards the company. The recall crisis of the Samsung’s Smartphone depends upon the loyalty and trust of the existing customers. It is expected that after this crisis, most of the consumers can move towards the competitors such as Apple. So, Samsung wants the customers to stay connected with the company as it is recalling the technology in the phone (Titcomb, 2016).
Media Usage
This is the most appropriate media platform to convey the message to the customers. By sending advertisements and post to the customers, Samsung will be able to send the effective message of recalling the technology in new phones. By this social media platform, Samsung can share the videos of reinventing the batteries of phones and it will improve the trust among the customers (Luttrell, 2016).
Corporate Website
Website of Samsung will include a new advertisement related to ‘committed to quality’. In that advertisement, company will reveal the importance of the customers with their safety and security. Company will show the components used in the battery which will ensure the security of the customers.
Commercials
Commercial advertisements on the television will be very effective because TV is the most popular and traditional medium of the communication. Samsung will show advertisements related to the phones with the new and safe batteries with the slogan of ‘Committed to quality’. By the TV ads, Samsung will be able to attract women (Burton, 2015).
References
Apanjwan, (2016), SAMSUNG: “IMAGINE THE POSSIBILITIES..!!!, accessed on 21st May 2017 from https://mpk732t22016clusterb.wordpress.com/page/22/
Burton, J., (2015), Samsung's communication strategy, accessed on 21st May 2017 from https://www.koreatimes.co.kr/www/news/opinon/2016/10/197_216407.html
Heathman, A., (2017), We finally know why Samsung's Galaxy Note 7s 'exploded', accessed on 21st May 2017 from https://www.wired.co.uk/article/galaxy-note-7-issues-what-happened
Lopez, M., (2017), Samsung Explains Note 7 Battery Explosions, And Turns Crisis Into Opportunity, accessed on 21st May 2017 from https://www.forbes.com/sites/maribellopez/2017/01/22/samsung-reveals-cause-of-note-7-issue-turns-crisis-into-opportunity/#63e2b3bb24f1
Luttrell, R., (2016), Social Media: How to Engage, Share, and Connect, Rowman & Littlefield
McCurry, J., (2016), Samsung Galaxy Note 7 crisis deepens with reports of production halt, accessed on 21st May 2017 from https://www.theguardian.com/technology/2016/oct/10/samsung-halts-production-galaxy-note-7-phone-battery-fires
Titcomb, J., (2016), Samsung will pay dearly for its Note 7 catastrophe, accessed on 21st May 2017 from https://www.telegraph.co.uk/technology/2016/10/11/samsung-will-pay-dearly-for-its-note-7-catastrophe/
Whitler, K. A., (2016), How Samsung is battling a brand crisis, accessed on 21st May 2017 from https://www.rediff.com/business/report/pix-special-how-samsung-is-battling-a-brand-crisis/20160919.htm
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