Olivier_fournier AD and CO Final_Paper

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Advertising and CommunicationsSubmitted by Olivier FOURNIER

Course: DEC. 05 2009

Student name: [FOURNIER Olivier]

Mobile number: [+33.6.86.82.52.59]

E-mail address: [[email protected]]

Course Code: [2B]

Topic: [New Bluetooth headset]

A BLUETOOTH HEADSET VIRAL AND LUXURY ORIENTED

CAMPAIGN

Contents

Introduction..............................................................................................................................2

How works and what is for?..................................................................................................3

What can we do with it?.................................................................................................4Weaknesses........................................................................................................................6Opportunities.......................................................................................................................6Threats.................................................................................................................................6

Reaching your audience........................................................................................................7

Who is your target audience?.......................................................................................7Delivering the message.........................................................................................................9

What Integrated Marketing Communications mix will you select? What specificmedia will you use?........................................................................................................9

Regulatory issues.................................................................................................................12

What regulatory or trade association issues or restrictions do you operateunder?............................................................................................................................12

Final Campaign.....................................................................................................................14

Final Campaign





Introduction:

The Bluetooth market in France and Europe is a full expansion market since2006 up to 40% growth per year of the market share until 2011. The productswhich were and are still the most sold in term of Bluetooth technology are theheadset for phone and television music and computer. The Bluetooth isexpanding also in term of using aim. It’s now almost everywhere and will bestrengthen with the gaming industry setting up some Bluetooth technology inthe new game station.

There are now well over 450 Bluetooth technology qualified end products on themarket.

76% of the French people over 12 years old are using a mobile phone the enduser rate is even higher: 91% for French people between 12-24 years old.

The Bluetooth market continues to be driven by cellular handset attach rates

and the corresponding headset market. And as Bluetooth maintains itsdominance within the PAN, three new Bluetooth technology evolutions are

taking shape as viable solutions. Ultra Low Power (ULP) Bluetooth is already

making progress in the medical and sports equipment markets. High speed

Bluetooth, or Bluetooth over 802.11, has been announced and will be making its

debut later this year as first generation samples. Lastly, Ultra Wideband (UWB),

which is finally making a market for itself, should mature into Bluetooth Seattle,

or Version 3.0. This study addresses all three, and discusses Bluetooth and other

wireless connectivity IC integration. Providing the most comprehensive look at

the Bluetooth market available today, the report also includes extensive analysis

of the equipment and semiconductor market

How works and what is for?

Definition:

Bluetooth is the name, the title of a specific type of electronic protocol.

“Bluetooth is an open wireless protocol for exchanging data over short distances

(using short length radio waves) from fixed and mobile devices, creating

personal area networks (PANs). It was originally conceived as a wireless

alternative to RS-232 data cables. It can connect several devices, overcoming

problems of synchronization”1.

1 http://en.wikipedia.org/wiki/Bluetooth





“Bluetooth is a standard and a communications protocol primarily designed for

low power consumption, with a short range (power-class-dependent: 100m, 10m

and 1m, but ranges vary in practice; see table below) based on low-

cost transceiver microchips in each device. Bluetooth makes it possible for thesedevices to communicate with each other when they are in range. Because the

devices use a radio (broadcast) communications system, they do not have to be

in line of sight of each other.

Class

Maximum Permitted

Power

mW (dBm)

Range

(approxima

te)

Class

1100 mW (20 dBm) ~100 metres

Class2

2.5 mW (4 dBm) ~10 metres

Class

31 mW (0 dBm) ~1 metres

In most cases the effective range of class 2 devices is extended if they connect

to a class 1 transceiver, compared to a pure class 2 network. This is

accomplished by the higher sensitivity and transmission power of Class 1

devices.”2

VersionData

Rate

Version 1.2 1 Mbit/s

Version 2.0 +

EDR3 Mbit/s

What can we do with it?

Wireless control of and communication between a mobile phone anda hands-free headset. This was one of the earliest applications to become

popular.

Wireless networking between PCs in a confined space and where little

bandwidth is required.

For controls where infrared was traditionally used.

For low bandwidth applications where higher USB bandwidth is not required

and cable-free connection desired.

2 http://en.wikipedia.org/wiki/Bluetooth

http://en.wikipedia.org/wiki/Transceiver

http://en.wikipedia.org/wiki/Integrated_circuit

http://en.wikipedia.org/wiki/Milliwatt

http://en.wikipedia.org/wiki/DBm

http://en.wikipedia.org/wiki/Mbit/s


http://en.wikipedia.org/wiki/Mobile_phone

http://en.wikipedia.org/wiki/Handsfree

http://en.wikipedia.org/wiki/Headset_(telephone/computer)

http://en.wikipedia.org/wiki/Infrared

http://en.wikipedia.org/wiki/USB

http://en.wikipedia.org/wiki/Transceiver

http://en.wikipedia.org/wiki/Integrated_circuit

http://en.wikipedia.org/wiki/Milliwatt

http://en.wikipedia.org/wiki/DBm



http://en.wikipedia.org/wiki/Mobile_phone

http://en.wikipedia.org/wiki/Handsfree

http://en.wikipedia.org/wiki/Headset_(telephone/computer)

http://en.wikipedia.org/wiki/Infrared

http://en.wikipedia.org/wiki/USB





Sending small advertisements from Bluetooth-enabled advertising hoardings

to other, discoverable, Bluetooth devices

TV audio remote controller, shutting down locker system for the TV.

Audio headset for music connected the Hifi chain or PC to listen the music

playlist recorder before.

Stetting up on the computer in order to control the calling software as Skype

Up to the gear phone mobile at home the headset could be able to control

the gear phone.

Memo recording of application step up.

What’s the use?

This Bluetooth headset will be used (up to the list of function stated previously)

either at home than outside combining multiple functions achievable from home

or outside. The headset will present two earplug contacts for each ear.

➢ The fundamental use of this headset Bluetooth will be to connected to the

three main telecommunication device which are :

– your mobile phone

– your home phone

– your computer linked to skype*

Product mainline inspiration:

Additional value: In order to make look like as fashion accessories the

headset will be designed by the most famous fashion designer and trendy

designer as a necklace or piercing. Woman purchasing this kind of product

designer by the lost creative and trend leader of our century will be able to

customize in range of option their headset preferences.





What problem or opportunity does it solve?

Strengths

-Blue ocean market-The headset will be designed andcreated as fashion accessories

-good looking design-brand awarded by trendy woman- different useful function aimed to beoperative- Two ear plug for a better comfort of listening.- Two ears headphones are able to splitup to the function that you want to use(e.g. if you just want to phone or listenyour music)

Weaknesses

- Transformation of a product definiteaimed to be only useful to a product

meaningless and fashionable.

Opportunities

- This king of technology is new less

Threats

-New technological revolution linked to





than 5 years and getting extended andthe equipment in mobile phone anselectronic device is increasing it will besoon a object of our everyday life : willbe able then to make look out

wonderful and consider as trendy

the Bluetooth or mobile phone-the environment and the consequenceon the human brain

What are its name / brand?

The brand should appeal to the new technologies and the fashion n luxury

criteria in a perspective of long-term development which will be leading the

brand concept and follow the new technology evolution either in the Bluetooth

and electronic devices than in matter of fashion.

The name of the brand should appeal to an evasion feeling and keep a link withthe reality of the high technology but at same time sound class, to avoid the

connotation of geeky world community or suit business man not attractive at all.

vsMiletuchini tehcologia

Headset

I picked up an Italian name in order to make it sound fashionable and tried to

play on the words with mile: thousand; tuchinni: sounds like touch (like keyboard

on a computer or mobile phone)

Reaching your audience

Who is your target audience?

gender womanage 25 to 45

where Anywhere in world, living actively.

In big city or either small town,

should be in urban environment.what kind of people Active woman either working than

staying home. Sensitive to the

modernity and the fashionBackground from middle and upper class

addiction to the technology





Active woman with so diploma

excepting mother who wants to

keep a feet in the business

Based on the VALS Segmentation (SRI consulting)3 I would like to address to

consumers who are essentially motivated by self-expression, called Innovators

and Experiences.

If we compare our target to our competitors’ we don’t seem outstanding on a

single segment. In fact, we target woman who are looking for a useful and up to

trend appropriate technology effect.

As the main target of for this product is woman over 25 years old the drivers will

be woman identity oriented or slightly gay oriented, in other words when woman

wants to purchase her product she will be driven by the desire of:

• Strong and dynamic

• Fashion and trendy

• At the edge of her age

• Strongly communicative desired

• Careful of her image

• Practical and high-tech

• Wants the best and pay for it

3 Course materials : course presentation (slide 59)





Buying a head set should lead girls to assume their status of woman against

men and putting her at the same level but remaining sexy and attractive.

Delivering the message

What Integrated Marketing Communications mix will youselect? What specific media will you use?

“As the connotation of our product is manly strongly oriented due to the fact

that most of the businessman are men and in addition not trendy at all, we want

to deliver a message emphasizing women values and fashion values to make

women feelings at the same time at the edge of the technology and the trendeven when you are using a practical and useful high-tech product when you are

a woman.”

We could imagine different type of slogan that we will be using emphasizing the

message that we wanted initially to deliver:

– Be pretty be active

– Be at the edge of your time

- Miletuchini tehcologiaHeadset another way to live you age

We wants also to communicate that our product have been designed by theedge of the designer of our present society and trend makers but at the same

time adopted by them and used buy them.





We wanted create a buzz around this product starring our product with woman

who are using it as well:

Based on how a message should impact on the customer’s attention and lead

him to action.

The integrated marketing communication mix will include these elements:

EMarketing (and Internet promotions tools) => Brand awareness

– We first want to develop product awareness at a low-cost price witha viral campaign as we want to create some efficient buzz withsome celebrity woman. This campaign aim to be closer to thecustomer step in their private life directly. The campaign will takeplace on the social network as facebook and especially twitter tofollow the up dated of the celebrity saying “I am happy with myMiletuchini tehcologiaHeadset”. Moreover we will realize someteasing clip video from 10 to 30 targeting the woman from 25 to30;

Event Sponsorship (In movie theaters) => fostering interest

– We want to place the product in some blockbuster woman orientedmovie. The placement of the product showing up its skills as“James bond” style and also star the product on some Main actors.

Advertising (billboards and fashion magazines) => engendering desire– We want to focus our billboards in the main shopping area or train

station stops for the shopping area. In Main cities as London New York and Paris. We will pick the magazine as Elle or womanoriented up to the country picked up.

Merchandising => Pushing to the act of sale– We want to promote our product in some particular shop. As select

shop but the most important thing is that we want you use theretail network of the fashion designer that work on the design of the headset. More over we wants to create some partnership withfashion brands and supporting their runaway with our product.

The main challenge for our communication mix is to remain coherent and

original. We want to pop up in the streets, and to spread exponentially on the

web. This is the first part of the campaign, and then we will have to create a

lasting image.





Regulatory issues

What regulatory or trade association issues or restrictionsdo you operate under?

Public street advertising: As we want to use the billborading media we need to:

the advertiser must respect the decency (and good manners, public order, pluspossibly the national requirements, especially about the woman image that wetargeting two competitors can’t be on the same medium.

Institutional advertising: the association of a trademark to an event or person tocontact about the product or image.

The company will provide material or financial assistance to a person or eventresponsible for the promotion of the sponsor / sponsor in the conditions of thecontract.

There are two types of contract: the contract business classic: the obligation tosponsor is fixed in advance, or contract of employment subject to the Labor

Code.

As we want to be sponsored by the designer:It must provide the equipment and pay. If the godson does not fulfill all itsobligations, it must compensate the sponsor of the amount of loss and thecontract is broken.

Sposoring Obligation :He is responsible for promoting the sponsor under the terms of such contractmust participate in clothing, worn clothing sponsor.Moreover, there is exclusivity (no other contract with a competitor) the penaltyis the amount of the refund received plus damages.

The end of the sponsorship agreement: the material provided by the sponsor isgiven if it is a great value if not.





If the contract is terminated before the end and there is no fault of the parties:the godson return the money he received for which provision have not beenmet.If there is a fault on the part of either party:

– Lack or mistake from the sponsor: the sponsor must pay the full

amount provided for more damages. – Absence while an event from the sponsorised: have to give the

money back.

Safety Consumer Products Commission: Can require corrective advertisingregarding consumer products defects. Especially with some high tech productcould be dangerous for our health.

Using caution: while we are showing up this product used by people, the way orusing should respect the law of the relative state or country advertised.

Final Campaign

The campaign will be supported by the following celebrity:

- Designer of Dior jewelry : Victoire de Castellane





“A Parisienne, Victoire de Castellane grew up in an aristocratic family whose origins can be

traced back to the 10th century. Among the Castellane clan there have been Provençal

money-coining Prince Regnants, a few bishops, peers de France, generals, Talleyrand, a

Marshall Governor of Lyon, and the umpteenth leading light, Victoire’s great-grand-uncle:

dandy and legend of the Parisian Second Empire, Boni de Castellane, whose soirées, hosted

in his illustrious Palais Rose on the Avenue Foch, were renowned as being the mostremarkable of the entire Belle Époque.”4

She will be emphasizing the European class and business style atmosphere and

represent the young designer successful not business style inked more creative.

- Head editor of Vogue US: Anna Wintour

4 http://www.diorhorlogerie.com/en/victoire-de-castellane

http://www.diorhorlogerie.com/en/victoire-de-castellane







“Anna Wintour OBE (born November 3, 1949) is an English-born fashion editor of

American descent and the editor-in-chief of American Vogue, a position she has

held since 1988. She became interested in fashion as a teenager. Her father,

Charles, editor of the Evening Standard, often consulted with her on how to make

the newspaper's coverage relevant to the youth of mid-1960s London. After

dropping out of school at 16, she began a career in fashion journalism. Her career

took her across the Atlantic, with stints at New York and House & Garden. She

returned home for a year to turn around British Vogue, and later assumed control of

the franchise's magazine in New York. She revived a stagnant publication, earning

her wide acclaim in the industry.

Like one of her predecessors, Diana Vreeland, she has become a fashion icon. Her

pageboy bob haircut and frequently-worn sunglasses have become a common sight

in the front row of many fashion shows.”5

She will be emphasizing the mature age and the strong business and

serious atmosphere of the product. The American and Americanize

country will be able to identify them to this woman rather than Victoire

de castallane

Buzz e marketing campaign

5 http://en.wikipedia.org/wiki/Anna_Wintour

http://en.wikipedia.org/wiki/Anna_Wintour







We will then start our campagein by creating some buzz on the internet through

the most used Web.2 tools as facebook and the Celebrity network : Twitter in

order to make people catch up the life the of our celebrity that we establish

partnership with :

- head editor of Vogue US : Anna Wintour

We will make some short movie video as a parody of the famous fashion movie

the devil wears parda the actress Merryl Strips portraying the character of Anna

Wintour. She will be acting in our short TV spot which will first be screened in

theaters then it will be only broadcasted on the internet, and will include a

“pass-along” feature which will encourage the user to send the video to others.





BILLBOARDS and printings

The Billboard campaign will be launched at the same time in different city on

some unique size format and great location oriented.





We will pick up 3 towns as Paris, on the champs’ elysee, New York in time

square and Japan in the Shibuya crossing street in order to hit up the mass

consumption mind. The location should be in the shopping area in order to

capture the attention for woman and mens involve in fashion.

Movies product placement

We want to target all the fashion and woman oriented movies which might be a

blockbuster issue as Angelina Jolie in 2011 for the new opus of James Bond. Or

either movies as Bruno, September issue.

Using this kind of product placement could give to our product and our brand a

real brand awareness to any of our potential customers.





SponsoringAs Prada did the Prada cell phone we want to develop some partnership with so

high luxury brands as:

Hermes famous for the quality of the leather and to be one of the last real luxury

brands. The price of their collection is very high and the quality is still fine. We

will be then targeting then the upper age woman class.

– Comme des garcons, this French Japanese brand is one of the most

secret brand and innovative in terms of design and very

outstanding in their work. A partnership with this brand will give

fancy and very creative brand awareness. Moreover this brand is

just an institution for the Japanese fashion addicted.

– And Dolce gabbana, this last partnership will be help full to target

the mass consumer with some lower price and make the mass

fashion consumption dream and understand better about who we

are.





EventWe want to introduce our product on the runaway’s podium and participate to

some runaway of our designer and new designer. We will then follow the woman

fashion week of New York, Paris, Milano, and place our product as accessories

for the model while the runaway. We want to introduce the Bluetooth as fashion

accessories as are handbags belts.

We will while these fashion weeks also promote our product on the

fashion trade show and open up some corner with hostess in order to promote

the uses and functions of our product.

MEDIA PLANNING schedule

dia Budget January February March April May June July August September Oct

ernetzz viral

$ 1,5 k

shioneks event

$5,000,000

vieoductcement

$ 300 k

board,ntings

$ 600 k

onsoring

aldget

$1000 k

The fashion week take place 2times per year for the springsummer collection and fallwinter for the next year.

We want to focus on this periodfamous for the intense shoppingtradition for Christmas new years.





PRE SEMINAR ASSIGNEMENT

Name of product: Bluetooth Stereo

Parent company (if known): JayBird

2 or 3 key features of the product or service:

1. Two ears plug Stereo

2. Bluetooth better sound isolation

3. Unique charger

Estimated age and gender of the target audience:

Men, over 35 years old, working or geek.

Tag line / Strap line / Slogan of the product (if it is not in English, include both,

that is the original tag line and the English translation):

Why using one ear when we have two!

Where is the product advertised (which publications, web, literature, etc.)?

Mainly on internet as pop up; and also on the electronic retailers website. Could be

good to advertise in the subway in a Town as Paris.

What do you think are the strengths and weaknesses of their advertising (short

statement)?

Showing up the design of the products, but not pointing how to use it especially this

one putting up an real innovation in the use of Headseat.

Competitive Analysis #2:

Name of product: New Bluetooth Headset Wireless





Parent company (if known): Universal


1. Ultra fashion2. Compact and light-weight design.


Woman working about 30 years old



Be pretty even when you make a phone call that’s also what we except

Where is the product advertised (which publications, web, literature, etc.)?In woman magazine as Elle, Public or any other American woman press


statement)?

Beautiful woman, nice color, the

Meaningless, no tone are relative to this add, just common

Competitive Analysis #3:

Name of product: Discovery 975 Bluetooth Headset Review

Parent company (if known): Plantronics


1. # Talk time: Up to 5 hours





2. # Standby time: Up to 1 week


40 ages old woman or men working



Easy to use and standing for ever! That’s what we like

Where is the product advertised (which publications, web, literature, etc.)?

In the professional business press, as the “Time”


statement)?

Good picture showing up the product, including the protection boxNo action using how to use the product

Olivier_fournier AD and CO Final_Paper

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