Marketing Plan For ZTE – Increasing Brand Value And Sales

Marketing and Communication Objectives

The Chinese manufacturer ZTE has stated that it will be focusing on the “boutique” mobile devices for increasing their brand value as it is aiming towards reaching a global top three position in the coming three years. At present, ZTE had been successful in becoming the first Chinese mobile phone brand that had reached the production landmark of 500 million. The company is trying to implement a new distribution strategy in relation to the retailers as well as distributors for achieving its objectives. The ‘three-pronged strategy’ will be focusing on the products, branding as well as marketing aspects and its designing has been done for assisting ZTE towards shifting to the higher-end markets. The organization will be ensuring that the mobile device business will be all the resources as well as assistance required for development as well as growth. Efforts towards strengthening ZTE’s brand and engaging the customers will be playing a major role regarding the strategy of ZTE.

The marketing objectives are stating that two handsets having an average price of $300 will be getting sold in every family in their third year in Australia and 20,000 handsets of minimum four millions will be getting sold in the third year in Australia. The communication objective is associated with diverting the attention of the customers and the market shares from the competitors in the first year. Also, to do the delivery of the issues regarding ZTE Australia in respect of the customers all the year via media and to increase the awareness regarding ZTE Australia to the public in the coming years.

Promotional Strategy for ZTE

ZTE is undertaking different promotional activities for attracting as well as maintaining a healthy base of customers. The marketing policies of ZTE take into consideration advertising of high standard on a huge scale. In context of the global platform, the organization did the deployment of an expert company for guiding itself during different promotional stages. It has also taken the assistance of print media such as magazines as well as newspapers for printing regarding the products. Moreover, online marketing has been considered being very profitable in respect of a global brand like ZTE since the company’s flash sales regarding different products have received a lot of appreciation from the customers (Reynolds 2014).

In the current scenario, customers are interested in making purchases with the help of online sites and therefore, ZTE did the maximization of its activities regarding promotion via online channels. Brand ZTE has undertaken utmost care in employing learned individuals who are having professional capability as well as knowledge for understanding as well as implementing the actual needs of the customers (Rakic 2014).

Integrated Marketing Communication Plan

In today’s organizations, such as ZTE, individuals are striving to do the presentation of a concise message across various mediums as well as platforms. Implementation of an integrated marketing communication strategy will be providing a competitive advantage regarding a business that is considered being a success. In this context, it can be stated that integrated marketing communication is considered being an approach for achieving the goals relating to a marketing campaign via a well synchronized utilization of various methods of promotion that have the intention towards reinforcing one another (Sin 2014). Also, integrated marketing communication is having the involvement of a strategic marketing method that is designed in a specific manner for ensuring that there is the unification of all messaging as well as communication strategies across all channels and are considered being customer specific (Thorson 2013).

Integrated marketing strategies are taking the advantage of an association of tools of communication as well as media for spreading a message. Through the combination of different tools, there is the ability for ensuring that the target customers are being reached and different tools are getting leveraged in the manners that are considered being most productive. Integrated marketing will be considering the influence of traditional advertising as well as public relations endeavours, and also the utilization of new tools regarding online communication that take into consideration the social media (Kitchen 2015). Therefore, this is considered being the most essential aspect in respect of ZTE for having a productive communication strategy towards creating an effective influence in the target audience’s mind.

Primary Market: Entrepreneurs and Business Professionals

Age: 25-40

Gender: Male & Female

Employment: Starting own business

Average Annual Income: $39,000 – $88,000

This target market can be reached through various advertisement outlets, interactive services, as well as public relations. For instance, the advertisements can be aired through the night news on different television networks. There will be the use of printed advertisements in the magazines and newspapers. Another effective way for reaching the target market will be through social media as well as social networking.

Secondary Market: Students

Age: 18-30

Gender: Male & Female

Employment: Part/full-time employment

Average Annual Income: $0 – $25,000

To target a younger secondary market, the assistance of television commercials will be taken. Social media as well as social networking are considered to be the most effective medium for reaching the secondary market. There will also occur the use of product placement in different movies, TV shows, as well as music videos. There will occur the placement of ZTE kiosks in the college campuses, electronic stores and the indoor as well as outdoor shopping malls.

Primary Market: Entrepreneurs and Business Professionals

Tertiary Market: Business owners

Age: 40-65

Gender: Male & Female

Employment: Stable employment

Average Annual Income: $45,000 – $100,000

 To target an older audience, there will be the requirement of limited public relations as well as advertisements. The most effective way of reaching this target market will be through the print advertisements. There will occur the airing of the TV commercials at the time of night-time news on different TV networks.

The message that needs to be communicated is increasing the awareness of ZTE mobiles in Australia.

In this context, it can be stated that there are three kinds of appeals that are emotional, rational and fear appeal. The emotional appeals will be gaining popularity in advertising since marketers are recognizing that many decisions of purchase are done, concerning the feelings as well as emotional aspects. The rational appeal is focusing on the requirements of the customers in respect of being practical as well as rational regarding a product. This message gets relayed by the advertisers by concentrating on the features as well as cost of the product. Such advertisements explain to the customers the advantages related with the product purchase. The fear appeals are focusing on the negative results that might occur due to an action or inaction. Advertisers are using the fear appeals for promoting an abrupt change in behaviour. One more approach regarding fear will be the involvement of isolation.

For ZTE, emotional appeal will be associated with the fact that the mobile phone will assist in building an emotional bond between the two individuals that are located far from each other and the only means for connection between them is the mobile phone. The rational appeal will be associated with the fact that mobile phones are used since they are convenient, assists in staying connected, and can be used in the emergency circumstances. The fear appeal regarding the use of mobile phones can be associated with the fact that they will be ensuring safety to a certain extent. The telephone calls can be made when an emergency situation will occur.  Moreover, while travelling the mobile phone should be a necessity because when an accident will occur, it is always possible to make contact with someone.

The sequence of the product will be cognitive, affective as well as conative. The cognitive part delves with the rational aspect, the affective part delves with the emotional part and the conative part delves with the fear part. At first, the customer will be having the awareness and knowledge regarding the product, then he will be having the liking and preference regarding the product and finally, the customer will be having conviction regarding the purchase of the mobile. The sequence will occur in this manner because the appeal that the mobile product will be providing is very rational which means they are convenient, assists in staying connected, and can be used in the emergency circumstances. The company is targeting this primary aspect within the customers. Then the affective part will come as the customer will be showing a basic preference regarding the purchase of the product for connecting with a distant relative.

Secondary Market: Students

Integrated marketing strategies are taking the advantage of an association of tools of communication as well as media for spreading a message. Through the combination of different tools, there is the ability for ensuring that the target customers are being reached and different tools are getting leveraged in the manners that are considered being most productive. Integrated marketing will be considering the influence of traditional advertising as well as public relations endeavours, and also the utilization of new tools regarding online communication that take into consideration the social media (Kitchen 2015). Therefore, this is considered being the most essential aspect in respect of ZTE for having a productive communication strategy towards creating an effective influence in the target audience’s mind. 

The social media platform will be used in respect of media planning. The different ways by which the social media will get used are as follows,

• Using social media in respect of market research – Social networks are having a huge quantity of social media data that can utilised for uncovering detailed knowledge regarding the target audience of ZTE.
• Using social media for driving public relations – Speed as well as relevance are the major aspects regarding PR and it is essential that the sources of the organization are having the connection with their target customers and the target customers are living on the social media (Belch 2014).
• Using social media for advertising – Having the capability for targeting the audience of ZTE in a specific manner, there is the requirement for having an easy measurement of the social media advertising ROI, as well as making quick changes regarding the ads of the company.
• Using social media analytics for reporting on the integrated marketing communication plan – Although there are various ways by which the IMC plan can get reported, but with the growth in the social media analytics tool, it is essential that the company includes the data that is available in such tools (Percy 2014).

From 1^st July 2017 to 31^st Dec 2017

 
The overall budget of the project will be estimated to be $50,000.

Developing an Integrated Marketing Communication Plan 

For measuring the effectiveness of the campaign, the following aspects needs to be used such as,

• Characteristics of the communication messages – The characteristic of the communication message will be short, memorable, positive as well as relevant. The message is required to be short for it to get absorbed. There is the requirement for  being positive to bring the correct attitude, focus as well as energy regarding the message.
• Integrated communications for having consistent message as well as image – The integrated communications for having consistent message and image will be associated with having the results, creative consistency, cost savings, and the preference of the customers regarding the integrated campaign.
• Differentiated communications in respect of target groups – There is the requirement of ensuring that the information is being shared via the social media that is having relevance in respect of the target audience as well as the social media platform.

Conclusion 

To conclude, it can be stated that the choice of appeal such as the technique for execution will be depending upon the complexity regarding the message and what is being stated as well as displayed in other vehicles relating to the campaign. Having said that, certain more expressive choices regarding emotional appeal will be including the lifestyle choices or the social choices whereas, more rational appeals might be including the characteristics, price or news. There is optimum functioning of the rational appeals when the technique of execution is considered to be a straight sell, testimonial, reminder, teaser or news.

References

Ang, L., 2014. Principles of integrated marketing communications. Cambridge University Press.

Barger, V.A. and Labrecque, L., 2013. An integrated marketing communications perspective on social media metrics.

Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing communication perspective. McGraw-Hill Education.

Ewing, M.T. and Ramaseshan, B., 2015. Integrated marketing communications: Conflicts of interest, politics and performance. In Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference (pp. 265-272). Springer International Publishing.

Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and participation. Pearson.

Higgins, S.K., 2017. Exploring public relations excellence and integrated marketing communications at private, nonprofit higher education institutions (Doctoral dissertation, University of La Verne).

Kitchen, P.J. and Tourky, M., 2015. Integrated Marketing Communications: A Contextual International Advertising Approach. In Integrated Communications in the Postmodern Era (pp. 19-48). Palgrave Macmillan UK.

Naeem, B., Bilal, M. and Naz, U., 2013. Integrated marketing communication: a review paper. Interdisciplinary journal of contemporary research in business, 5(5), pp.124-133.

Ots, M., Ots, M., Nyilasy, G. and Nyilasy, G., 2017. Just doing it: theorising integrated marketing communications (IMC) practices. European Journal of Marketing, 51(3), pp.490-510.

Percy, L., 2014. Strategic integrated marketing communications. Routledge.

Raki?, B. and Raki?, M., 2014. Integrated marketing communications paradigm in digital environment: the five pillars of integration. Megatrend revija, 11(1), pp.187-204.

Reynolds, C., 2014. Integrated Marketing Communications Plan for Evolution of Smooth. Jandoli School of Journalism and Mass Communication, St. Bonaventure University.

Schultz, D., Patti, C.H. and Kitchen, P.J., 2013. The evolution of integrated marketing communications: The customer-driven marketplace. Routledge.

Sin, K.Y., 2014. The executor of integrated marketing communications strategy.

Thorson, E. and Moore, J., 2013. Integrated communication: Synergy of persuasive voices. Psychology Press.

Timofeeva, A.A., Bulganina, S.V., Fomenko, N.M., Khachaturova, M.S., Nekrasova, M.L. and Zakharova, E.N., 2016. Features of the Implementation of Integrated Marketing Communications: Resistance to Change. International Review of Management and Marketing, 6(1S).

Vernuccio, M. and Ceccotti, F., 2015. Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision. European Management Journal, 33(6), pp.438-449.

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