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