Integrated Market Communication
Integrated market communication
Integrated marketing communication indicates mechanism and strategic approach that organizations use in driving their performance through engaging and communicating to their customers. This includes combined qualitative understanding that is developed by the organization to communicate to customers. This involves building and maintaining communication channels in developing strong brands. This communication channels can be grounded through advertising and other direct media of communications. In the current world, digital communication has improved organization operations as they get direct information from customers. This is possible through social media platform where the company advertises their products. Furthermore, the organizations have websites that have direct communication line for chatting with customers. Therefore, the organization has applied integrated market communication strategy in improving their performance, attracting response from customers and building strong brands.
Samsung Note 7 smart phone is a product of Samsung Electronics Company that is known for high-quality devices. The company has entered into the international level and hence its customers are all over globally. The company has well integrated market communication that helps in coordinating all the international markets (Matthew, 2015). This has been enabled by having clear market objectives such as target customers, quality of the device and competitive advantages. The company has focused on the combination of the communication in marketing. This has been done through advertisement and promotions in social media and other avenues that are favorable to their customers. Through the communication, the company has been able to get feedbacks from the customers regarding its product and making an effort of improving on required attributes. Therefore, the communication between the company and loyal customers has helped in coming up with the acceptable device by name Samsung Note 7.
Product: The product is Samsung Note 7 cellular phone. This device has high-quality features compared to others in the market. This has improved its competitiveness hence attracting more customers. The Samsung Note 7 can perform different duties such as connecting people through internet services, calling, texting and high-resolution camera. These services are of high quality compared to other devices in the market. The company has also focused on the enhancing its attractiveness through color, size and weight of Samsung Note 7 (Richard, Eduardo, & Jonathan, 2013). This makes the device be unique and easily differentiated from other cellular phones from competitors. Therefore, the company has focused on ensuring the Samsung Note 7 is easily identified and expressing uniqueness from other devices in the market.
Pricing: the Samsung Note 7 has favorable prices in the market. The company has used a different mechanism in setting the price of the device. This includes the manufacturing cost as well as other costs associated with marketing and distribution. The organization as ensured that pricing of the product had been standardized in different countries making it affordable. In marketing approach, the price indicates the value of the customer’s perception and hence involving customers while setting the price helps in balancing the market demand and supply (Richard, Eduardo, & Jonathan, 2013). The aspect of the client's opinion regarding the product gives a greater chance of understanding their need, market value and expectation of the prices.
Place: the company has focused on the international marker and hence improving on the marketing strategy. The distribution methods are under the market channels whereby they vary depending on the market approach, and a number of Samsung Note 7 required. The company uses its branches in different countries to market the Samsung Note 7 device (Richard, Eduardo, & Jonathan, 2013). These international branches assess the market of the device and hence order them depending on demand. The company considers using this strategy to ensure there no shortage in supply of the product in these regions. The wholesalers and retailers are given equal opportunity to purchase the Samsung Note 7 and other electronics of the company from authorized agents or dealers (Richard, Eduardo, & Jonathan, 2013). Therefore, wholesalers and retailers purchase the product depending on the customers need and the market size targeted.
Promotion: in enhancing communication, the company considers using advertisements through social media and other avenues to attract targeted customers. The main objective is ensuring the customers gets information regarding the Samsung Note 7 on its features. Platforms such as social media have played a major role in the marketing of the devices. The information covered helps to give the qualities and features of the product depending on different approaches (Richard, Eduardo, & Jonathan, 2013). The promotion aims to increase the market size through enhancing response. It also contributes to the competitive advantage of the product as many customers get insight and awareness concerning the product.
Conclusion
The Samsung Electronics Company has used integrated marketing communication and market mix in understanding its customers. This has led to the manufacturing of high quality and attractive Samsung Note 7 device. The company has relied on customer needs that have been raised through the communication platforms. Furthermore, the company has included the features as indicated by the royal customers feed. The market mix has enabled the company to improve on its marketing strategies. Therefore, Samsung Note 7 represents the customers need and hence the reason why they are satisfied with the device.
References
Hawkins, M. A. (2015). Market identification to generation: a practice theory market orientation. Journal Of Strategic Marketing, 23(2), 112-121.
Richard, E., Eduardo, C., & Jonathan, K. (2013). Rethinking the 4 P's. Harvard business review, 91(1), 26-27.
