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Communications Plan

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Communications Plan
MKT 571
February 13, 2012
Robert McManus
Communications Plan
Communication is key to any successful business; it is how the organization decides to project their voice and their product and determines its success in the market that it enters. Entering into new markets does have its risks, so it is incredibly important via marketing to generate customer buzz and excitement and grow demand for the product. For Verizon to be successful in Australia and Brazil it is important to establish an effective communication plan to establish a customer base that will embrace Verizon’s new product offering.
Developing and Managing an effective Marketing Communications Plan
To establish an effective communication plan, Verizon will employ technology to establish its brand image in Australia and Brazil. In need of consideration are the budget for the effort, effectiveness of the plan with reference to new clients’ subscriptions to Verizon and evaluating the plan after it has been launched to determine the necessary changes to be made (Kotler& Keller, 2006). The budget available will impact the types of technology and media used and should be sufficient to allot for different media outlets. This approach would enable Verizon to target a larger client base, and gain support for its brand image, confirming the importance of access to more than one outlet to customers (Kotler& Keller, 2006). Next, Verizon must evaluate how effective their plan has proven to be based upon demographics and marketing surveys taken in the targeted areas. This data would be used to identify if additional outlets are needed and will permit copy testing to be done (Kotler& Keller, 2006). Once accomplished, Verizon can launch its brand out to the two markets. The initial six weeks will require Verizon to commit to additional research to determine any changes needed to gain more clients. Post-testing will be done after this initial six week period to ascertain outcomes and market share gained. These lessons will enable allow Verizon to continue its expansion in a meaningful direction.
Advertising and Promotion Programs Advertising and promotion are crucial in generating product awareness and branding when entering the foreign market. Advertising allows companies to convey their product and brand through various media outlets, consisting of radio, magazines, newspapers, telephone, television, billboards, fax machines, cellular phones, and the internet (Kotler& Keller, 2006, p 603). In order to prepare for advertising and promotion, Verizon Wireless will review the various media mediums to take into consideration the specific advantages and disadvantages of each as they develop the creative strategy that will successfully promote the Motorola DROID X2 and 4G network for both the Brazilian and Australian markets. Brazil and Australia both have advanced internet markets with the largest internet users in Brazil being teenagers. Verizon Wireless determined that “teenagers spend about 14 hours online per month -- more than they use to read the news or go to the movies” (Dmnews.com). Advertising on the internet is less expensive than television and can be used to directly target the teenage market. Another low cost and effective form of advertising in Brazil would be direct mailings and placing advertisements in Brazilian newspapers such as “Estado de Sao Paulo" and "Folha de Sao Paulo" (Brazilbrand.com). This form of advertising will be geared towards appealing to adults or parents of potential teenage customers. In addition to the internet, Australian media also has other effective media vehicles. Verizon Wireless will be able to effectively promote the Motorola DROID X2 on the 4G network through a combination of radio, television, radio, newspapers, and internet (Australiaonnet.com).

Technology Trends There are technological trends available to assist with the Motorola DROID X2 launch in both Brazil and Australia. The most important trend is the 4G LTE network Verizon Wireless provides to their customers. When signing up for the Motorola DROID X2 phone, the customer can tap into the fastest network available. Currently, in Brazil, the 4G network is offered by other service providers but Verizon Wireless is the only service provider to offer the 4G LTE network, giving Verizon Wireless a clear advantage. The situation is similar in the Australian market which currently only has a 3G network available to its customers. In comparison to the 3G network, the 4G LTE network is up to 10 times faster and experiences less lag time ("What Is Verizon 4g Lte?", 2012). The more powerful network will assist with the Motorola DROID X2 launch in both the Brazilian and Australian markets.
Marketing Communication Strategies Similarities between these two markets will allow Verizon to create brand awareness for both markets with a fairly cohesive approach. Both countries have major cities as capitals on their southeast coast line, Brazil with Saul Paulo and Rio de Janeiro and Australia with Sydney, Melbourne, and Brisbane (Wikipedia). The two countries have vast areas of wide open territories, Brazil has the Amazon, and Australia has the outback but indigenous peoples such as the tribes of South America and the aborigines of Australia have gone high-tech to meet the governments of their respective countries. The Surui tribe of Brazil has used high-tech to fight loggers and land developers (Kantrowitz. 2012, p117-121). Brazil and Australia both have large sports following. Brazil is a soccer nation and Australia for rugby. Advertisements with Brazilian soccer star Ronaldinho and Australia rugby star Ben Cousins will skyrocket sales of Verizon their respective fans.
Conclusion
For Verizon to be successful in Australia and Brazil it is important to establish an effective communications plan to establish a customer base to grow from. Through managing and developing an effective communications plan it will allow Verizon to connect better with potential clients. Through advertising and promoting the new products and services it will lure the clients into the stores and learn more. The technology trends show the customer the direction that cellphones are going and bring those countries into the “newer age”. Last by developing a strategy to teach and show the countries the values of possessing this new technology will gain customer appreciation. When this is launched Verizon will have its customer base to grow from.

References

Australiaonnet.com Retrieved from: http://www.australiaonnet.com/careers/advertising-and-media.html
Brailbrand.com
Retrieved from: http://www.brazilbrand.com/brazilian_advertising.htm
Datamonitor. (2012). Mobile phones in Australia. And mobile phones in Brazil

Retrieved from www.datamonitor.com

Dmnews.com Retrieved from: http://www.dmnews.com/marketing-to-latin-america-think-brazil/article/91632/
Kantro witz, B. (2012) 21st Century Amazons, retrieved from Reader’s Digest March 2011.
Kotler, P. & Keller, K. (2007). A Framework for Marketing Management (3rd ed.). New Jersey: Pearson-Prentice Hall.
Kotler, P. & Keller, K. (2006). Marketing Management (12th ed.). New Jersey: Pearson- Prentice Hall.
Sullivan, M. (2012). 4G wireless speed tests: which is really the fastest?. Retrieved from http://www.pcworld.com/article/221931/4g_wireless_speed_tests_which_is_really_the_fastest.html
What is Verizon 4G LTE?. (2012). Retrieved from http://network4g.verizonwireless.com/#/whatis4g
Wikipedia, (2012). Cities of Australia/ Brazil retrieved from the internet.

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