Finals deck samsung s4
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Transcript of Finals deck samsung s4
Bautista. Belen. Fidel. Menez. Ong-Hoa
Industry Review
• The Philippines will experience increase in volume of mobile phones by 10% in 2011, rising to nine million units
• Smartphones will experience the fastest growth in 2011, increasing in volume by 70%
• Forecast Sales of Mobile Phones for 2013: 5.3 Million units, 53.7 Million PhP
“The mobile industry in the Philippines, specifically the smartphone segment, is growing year on year. There is an
opportunity in launching Samsung Galaxy S4 in the Philippines due to the wanting and growing market.”
Competitive Situation
Limitations of Competitive Landscape
• Smartphone VS. Feature Phones• Smartphone Vs. “Phablets”• Average Price• Launch Date • Key Players• Direct Vs. Indirect Competitors
Competitive Situation
Key Players Launch Date Price
iPhone 5 December 2012 Php35,000.00 – Php45,000.00
Sony Xperia Z April 2013 PhP32,490.00
Blackberry Z10 March 19, 2013 Php29,990.00
COMPETITIVE SITUATION
Brand Model Iphone 5 Sony Xperia Z Blackberry Z10
Display
4.0-inch LED-backlit ISP LCD panel featuring a
resolution of 640 x 1136
1080 x 1920 pixels, 5.0 inches (~441 ppi pixel
density)
4.2-inch, 1,280-by-768 LCD and a pixel density
of 356 Ppi
CPU, RAM, STORAGE
A6 dual-core CPU clocked at 1.3 GHz and 1 GB of
RAM
microSD, up to 64 GBInternal 16 GB, 2 GB
RAM16GB of internal storage,
expandable up to an additional 64GB via
microSD card
Camera8 MP with digital image
stabilization
3.1 MP, 4128x3096 pixels, autofocus, LED
flash8 MP, 3264 x 2448 pixels,
autofocus, LED flash
Software iOS 6, support for LTE
Android OS, v4.1.2 (Jelly Bean), planned upgrade
to v4.2 (Jelly Bean) BlackBerry 10 OS
• Samsung Electronics, a subsidiary of the Samsung Group, was established in 1969. Its focus lies on digital appliances, telecommunication, semiconductors, and memory and system integration. As such, research and development has become an integral part of its business.
• The company believes that through creation of innovative products, Samsung will enhance our lifestyle. Samsung Electronics mainly operates in Asia, Europe, and America. With its focus geared towards electronics, the company has proven to be a fierce competitor against other electronic giants such as Sony and Apple.
CORPORATE PROFILE
• Gender: Male and Female• Age: 21-35 years old• SEC: A, B, and Upper C• Education: College level
DEMOGRAPHICS
PSYCHOGRAPHICS
• Lead active lifestyles: business-oriented people and young achievers who are passionate not only with work but also their personal interests.
• Health-conscious individuals
• Those who like to travel - for both work and play
Target MarketPrimary:
INNOVATORS
• First to try new ideas, processes and services.
• Most adventurous. • Has money, higher education,
attracted to change and new experiences.
• They use multiple information sources (ie. reviews, peers, social media, point-of-sale inquiry, etc.) for making a purchase decision.
Target Market
Secondary:
EARLY ADAPTORS
• Rely on their intuition and vision.
• Tend to make decisions more carefully and have above average education level.
CONCLUSION • The mobile industry is growing year-on—year
• The growing market creates an opportunity for Samsung S IV to enter the Philippine market
SWOT
Strengths
• Having a collection of the most advanced technological features is boosted by Samsung’s strong brand equity.
Weakness
• Has fast depreciating value given the quick technological improvements introduced in the industry.
Opportunity
• Target market is becoming even more reliant on technology which makes smartphones transform from being a want to becoming a “need”.
Threat
• Low-cost brands are starting to develop their own line of smartphones to serve as alternatives in the market.
• To make 60% of the target market aware of Samsung S4’s entry in the smartphone market by June 2013
• To make encourage switchers from Blackberry / Apple to Samsung Galaxy S4
GENERAL OBJECTIVES
CREATIVESTRATEGY
TARGET PERSON
Aby Bautista
- 27-year old Account Manager in an ad agency
- Single and has a pretty active social life
- Maintains contact with almost all her friends
- Dedicated to her work but family-oriented
TARGET PERSON
Joseph Chua- 33-year old bank
manager- loves toying with the latest gadgets- writes unofficial
blogs and reviews about gadgets and technology
- values his social life and personal time
- actively dating
Creative Objective
To persuade the target market that Samsung S4 is the best smartphone available in the market as it has the
latest and most advanced technology to date.
Consumer Promise
Samsung S4 is the only smartphone in the market that has a collection of the most
advanced technological features ever incorporated in a mobile phone.
• RAM 1 GB• Expandable Storage No• Primary Camera 10-MP• Secondary Cam 1.2-MP• Battery 1440 mAh• Dimensions 123.8 x 58.6 x 7.6 mm• Weight 112 grams
Support
BIG IDEA!
Samsung S IV is the fusion of technology and human
experience.
Reason to BelieveSamsung S IV has a collection of the latest breakthrough technology
ever incorporated in a smartphone.
MEDIA STRATEGY/SCHEDULE
Target Market• Male and Female 21 – 35 years old
• Innovators – the group which are the first to try new ideas, processes and services. These are members of the market that is the most venturesome. They have money, higher education, attracted to change and new experiences. They use multiple information sources for making a purchase decision.
• Early Adapters – They are also the first to try new ideas, processes and new services but these people generally rely on their intuition and vision. They choose carefully and have above average education level.
Media Itinerary (Weekdays)Time Activity Media Exposure
5:00 AM Wakes Up.
Check email, SMS, weather news
Mobile, Online
5:00-6:00 Goes to gym /
Jog
OoH
6:00-7:00 Prepares for work Online, radio
7:00-7:30 Eats Breakfast
Checks planner for schedule
Checks email, blog, FB and Twitter
Mobile Internet
7:30-8:00 Drives to Work Radio, OoH, Billboards
8:00-12:00 Checks her office email, attend meetings, Receives calls from clients, accomplish to-do list
Online, Mobile
12:00-1:00 Lunch break
Eats lunch with officemates
Dine out
Mobile, OoH, In-store, brochure, Word-of-mouth
1:00-5:00PM Afternoon work Mobile, Online
Media Itinerary (Weekdays)12:00-1:00 Lunch break
Eats lunch with officemates
Dine out
Mobile, OoH, In-store, brochure, Word-of-mouth
1:00-5:00PM Afternoon work
Do client calls
Accomplish other work deliverables
Mobile, Online
5:00-6:00PM Drives home Radio, OoH, Billboards
6:00-8:00PM Prepares dinner while watching primetime news
Eats dinner with family or alone
TV
8:00-10:00PM Watches TV
Go-online to check SNS
Do personal stuff online
TV, Internet, mobile
10:00PM Sleeping Time
Media Itinerary (Weekends)Time Activity Media Exposure
8:00 AM Wakes Up.
Check email, SMS, weather news
Mobile, Online
8:00-10:00 AM Goes to gym
Jog
OoH, Online, billboard
10:00-11:00 AM Brunch at home Online, radio, TV
11:00AM -2:00 PM Free Time: watches TV, reads book, do hobby
TV, print, on-line, OoH
2:00PM-3:00PM Prepares to go out Mobile, TV
3:00PM-6:00PM Goes to mall to window shop, do grocery, meet friend, watch movies
Online, Mobile, OoH, Cinema
6:00-8:00PM Dinner with friends
Word-of-mouth, OoH, online
8:00-12:00PM Party with friends, socializing
Mobile, Online mouth, OoH, online
12:00-12:30 Drives home Radio, OoH, Billboards
1:00AM Sleeping Time
Media Objective
• To create 60% awareness of Samsung Galaxy S4 among Male and Female, 21 – 35 years old.
• To utilize and expand mobile presence through internet advertisements and links that highlight the features of Samsung Galaxy S4.
• To utilize below-the-line executions and activations to remind the target market and let them experience the feature of Samsung Galaxy S4.
Media mix and Rationale
Cable TV – Thematic TVCs
RADIO/DJ DISCUSSIONS
Print – Magazine Editorial
Print – Print Ad and Advertorial
Internet – Samsung Galaxy S4 Microsite
Internet – Facebook Page and Facebook Ads
Internet – SMO and Twitter
Below-The-Line - Billboards
Below-The-Line – Partner Store Merchandising
Below-The-Line – Samsung Store Merchandising
ActivityMedia Details 15 - 21 22 - 28 29 - 5 13 - 19 20 - 26 27 - 2 3 - 9 10 - 16 17 - 23 24 - 30 1 - 7 8 - 14 15 - 21 22 - 28 29 - 31LAUNCHPress Launch April 15TVSpots / Week 21 21 21 14 14 14 21 21 21 21 14 14 14 14 6Spots / Day 3 3 3 2 2 2 3 3 3 3 2 2 2 2 2Material Lenght 30s 30s 30s 30s 30s 30s 15s 15s 15s 15s 15s 15s 15s 15s 15s
ETCStar World
AXNRadioExecution / Week 5 5 5 5
DJ DiscussionThe Morning Rush
Boys Night OutINSERT MORE
PrintFashion Editorial
CosmopolitanGarage
Print Advertisements and AdvertorialsCosmopolitan
GarageMega
Metro MagazineFHM
New MediaSamsung Galaxy S4 Microsite
Samsung Facebook PageFacebook Ads
Yahoo! Banner Ad
Yahoo! Mail Skinning with TVC PlaybackSearch Marketing Optimization
Below-The-LineBillboard
Samsung Store MerchandisingPartners' Store Co-Merchandising
2013April May June July
Media Plan
BUDGET
Php 24,145,000.00
Creative Materials
Online
Out of Home
Most advanced smartphone
Statement of Expectations
TRI MEDIA POST CAMPAIGN ASSESSMENT
BTL POST CAMPAIGN ASSESSMENT