MKT201: Integrated Marketing Communications - Marketing Assignment

Internal Code: MAS3103

Marketing Assignment:

“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.” Questions: 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?