Integrated Marketing Communication Plan By Thitirat (Annie) Jetaramwong
Summer 2014. Golden Gate University
Market & Product Overview
SWOT
IMC Goals & Objective
Target Audience
IMC Strategy
IMC Tactics
Timeline
Financial Information
References
Market and Product Overview
From total payments, 45% are card payment
Average 3.7 cards per cardholder
60% use internet for payment transactions
13 % use mobile application for their payments
Launched since November 2013 Pre-order available Product release Summer 2014 $100
Google Wallet application can pay, redeem, or correct points tapping the phone with the NFC device
Wocket Smart wallet: store all cards in Wocket and use it to swipe as usual, no phone or application required
Target Audiences
The main target market is the well-educated millennial aged 18-45 who owned the smartphone, familiar with social media and mobile applications, and owned multiple payment cards.
- Increase 35% of brand awareness - Increase the number of media coverage
Acquire 3,000 of leads information before the actual product launch day
Reach 1,000 of pre-orders after first 2 months of product launch
IMC Goals
Awareness
Generate leads
Sales
Marketing Strategies
Online Marketing
Public Relations
Events
Advertising
IMC Tactics
Post news, pictures, and events Get customers engaged Share and get a chance to win a
prize
How-to videos Promote smart lifestyle
concept
Promote events and activities Posting inspired pictures and videos Get customers engaged
Coin it My Way Campaign
Customized by geographic: only US. customers
on Cost-Per-Click (CPC) auction
Offer 50% off discounts
WIRED: Tech enthusiasts, entertainment lovers, and IT developers aged between 18-34 who earned at least college degree and have a high working position
Mens Health: Men aged between 20-45 performance-driven, tech savvy, style conscious, and living a healthy lifestyle
ELLE: Women aged18-49 who loves shopping, living a trendy lifestyle and interested to try something new
Magazine
Event
new products and innovations , ready to license, market or manufacture
Meet inventors and entrepreneurs of other businesses Create awareness New business opportunities
The Invention & New Product Exposition (INPEX)
Timeline
Budget
Slide Number 1AgendaMarket and Product OverviewSlide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20