samsung galaxy tab 2 imc plan presentation marketing communication: course name mktg1257: course...
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SAMSUNG GALAXY TAB 2IMC Plan Presentation
Marketing Communication: Course Name
MKTG1257: Course Code
Melvin Fernando: Instructor
Group MembersNguyen Thuan Hieu – s3221969
Tran Thi My Dung – s3231518Trinh Thi Que Nhu – s3209895
JungSoo Park – s3230147YeonJea Lee – s3255327
Pham Anh Tuan – s3160828
Current Problem and Communication Objectives
Segmenting Variables Sub - Categories Target Market
Demographics
Age 15 – 50 years old
Gender Male & Female
Family Life – cycle
• Young generations: prefer high-tech products• Single person: still try achieve more high position on career• Young married without children: tend to focus on their career
Income More than 10 million VND per month
Occupation• Businessmen• Student
Education High school graduated and above
Geo-demographic Country All over Vietnam especially 5 big cities
Behavior-graphics
Brand LoyaltyMiddle and high brand loyalty. Due to the various kinds of tablets, people might purchase a tablet base on their emotion about a brand. Customers who have Samsung products before might continue to buy Galaxy Tab.
BenefitDo not need to carry out many devices such as: hand phone, laptop, notebook… Now they have an all-in-one technical product.
Psychographics
Social Class Middle-upper and Upper class
Personality• High-tech favorite• Fashionable
Lifestyle• Business man/ woman• Young people who like to try a newest technology• High self- esteem people
Target Market Size = 1,205,787
Target Market
Competitors AnalysisiPad Motorola Xoom
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- OS: iOS 4.3- Processor: 1GHz A5 chip- RAM: 512 MB- Screen size: 9.7 inch- Resolution: 1024 x 768 pixel- Camera: 720p- LED Flash: No- Storage: 16/32/64 GB- Thickness: 8.8 mm- Weight: 601 g- Battery life: 10 hours- App Store: Yes
- OS: Android 3.0- Processor: NVIDIA 1GHz - RAM: 1 GB- Screen size: 10.1 inch- Resolution: 1280 x 800 pixel- Camera: 5 mega pixel- LED Flash: dual- Storage: 32 GB + micro SD- Thickness: 12.9 mm- Weight: 730 g- Battery life: 8 - 10 hours- App Store: Yes
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16 GB: $499 - $629
32 GB: $599 - $729
64 GB: $699 - $ 829
32 GB: $599 - $799
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Apple StoreApple WebsiteVinaphone (2011)Viettel (2011)
VerizonAmazonNot yet distribute in VN
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- Free trial testing in Apple outlet shop.- Celebrities: are spotted to be so much into iPad, for example, Lindsay Lohan or Miley Cyrus (Caulfield 2010).- Online advertisement: “A magical and revolutionary device at an unbelievable price” (Apple 2010).- Video clip on Youtube
- Launches New Motorola Xoom Promotional video by Verizon. (Vasquez 2011).
Design
Price
ConfigurationSalient Feature
Brand Equity
Ipad 2
Galaxy Tab2
Motorola Xoom
Price
Function
Playbook
Archos
Dell Streak
Toshiba Folio
Wellcom Pad
Galaxy Tab 2
Apple Ipad 2
Price
Function
Galaxy Tab
Apple Ipad
Playbook
Archos
Dell Streak
Toshiba Folio
Wellcom Pad
Position Map
Communication BudgetIMC Activities Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Youtube Commercial
Buzz Marketing
“Travel Seoul with GT2”
Online Banner A B C
TV Advertising
Billboard
Physical Banner A B C
Band Roll A B C
Catalog
Poster
Trade Show
Magazine Advertising
“Brand Endorser Autograph”
Sponsor Thanh Hang MV
“Where the love begins”
: Releasing Day
: Time use IMC activities
A: Promotion “Luck Draw – Travel Seoul with Samsung Galaxy Tab 2”
B: Event “Autograph of Samsung Galaxy Tab 2 Brand Endorser from Korea”
C: Promotion “Where the love begins – get cutie for sweetie”
Galaxy Tab 2Slimmer than ever
Travel SEOUL with
IMC Program
Objectives– Attract the attention of consumers– Impress the releasing of Samsung Galaxy Tab 2– Positioning Samsung Galaxy Tab 2 is the luxury products– Sale Promotion – Lucky Draw for Seoul Trip
Campaign Info– 10 Bentley Flying Spur Speed with image and slogan of Galaxy Tab 2 on side running around HCM city– Big gate decor layout with image of Samsung Galaxy Tab 2 in front of retail stores
01.10.11 (Release Day)Buzz Marketing
01.10.11 – 29.10.11IMC ProgramBuzz Marketing
Objectives– Changing consumer perception about Samsung Galaxy Tab– Gain the market share of tablets market by 5%– Attract customers and increase sales during the introducing period
Marketing Message
Travel Seoul with Samsung Galaxy Tab 2
Campaign Info:
During 01/10/11 to 27/10/11, when consumers have purchased Samsung Galaxy Tab 2 form any Samsung stores or other retrial stores, they will have a chance to win the trip to Seoul
During all the periodIMC ProgramPrint Advertising
Objectives– Increase product image and awareness– Change consumer perception– Repositioning Galaxy Tab 2 in tablet market
Campaign Info: From 01/10/11 to 27/10/11
– Billboard: Large picture of Samsung Galaxy Tab 2 as out-door advertising set in high position of building to attract the attention of customers
– Poster: Image of Samsung Galaxy Tab will be displayed on the wall at every retailer stores– Catalog: The prints includes image, functions and configuration of Galaxy Tab 2 to help consumers have more
detail look oh this devices
17.10.11 – 13.11.11IMC Program
Television Advertising
Objectives– Increase product image and awareness– Change consumer perception
Campaign Info:
Samsung Galaxy Tab 2 commercial will be broadcast on television on HTV7, HTV9, VTV1, VTV3
Week Channel Time Program
17/10/11 -
23/10/11
HTV7 12h05 - 13h45 After VN Film (Mon - Sat)
VTV1 19h00 - 19h45 Before Daily News
24/10/11 -
30/10/11
HTV9 18h00 - 18h45 Before/After Film (Mon - Sun)
VTV1 11h00 - 12h00 Program (Mon - Sun)
31/10/11 -
06/11/11
HTV9 11h00 - 11h55 Before/In/After Noon Film (Mon - Sat)
VTV3 18h00 - 19h00 After Film (Mon - Sun)
07/11/11 -
13/11/11
HTV7 09h00 - 09h15 Before/After Program "Art & Life"
VTV1 18h00 - 18h20 Before Short New
30.10.11IMC ProgramTrade Show
Objectives– Change consumer perception– Develop product image and awareness– Introduce brand endorsers of Samsung Galaxy Tab 2 (Ms. Thanh Hang and Mr. Binh Min)
Location: Diamond Plaza
Campaign Info:
On trade show, Samsung Galaxy Tab will introduce their brand endorsers and share their opinion about this tablet. At the end of the show, we will do the lucky draw to get the winner of the promotion “Travel Seoul with Samsung Galaxy Tab 2”
01.11.11 – 30.11.11IMC ProgramMagazine Advertising
Objectives– Increase product image and awareness– Increase sales by 5% and gain market share from Apple Ipad 2%
Campaign Info:
On page of the magazine will display the picture of Samsung Galaxy Tab 2 with their female endorsers (Thanh Hang)
– Tiep Thi Gia Dinh Magazine– Sai Gon Tiep Thi Magazine– PC World Magazine (The Gioi Vi Tinh)
Period Magazine Name Advertising Position
01/11/11 – 07/11/11
Tiep Thi va Gia Dinh The last page
Sai Gon Tiep Thi The last page
The Gioi Vi Tinh Introducing new product
08/11/11 – 20/11/11Sai Gon Tiep Thi Advertising page inside
The Gioi Vi Tinh Advertising page inside
21/11/11 – 30/11/11 The Gioi Vi Tinh Advertising page inside
24.12.11 – 25.12.11IMC ProgramAutograph of Samsung Galaxy Tab 2 Korean Endorsers
Objectives– Through the autograph session from one of the most well-known singing groups called ‘Dong Bang Shin Gi’ and
a famous figure skater ‘Yu-Na Kim’, achieve 90% of customer awareness towards the new model of Samsung smart tablet ‘Galaxy Tab’
– Reach more than 70% of potential customers within a year– Increasing sales by 5%
Campaign Info:
Samsung will invite 3 brand endorsers of Samsung Galaxy Tab 2 from Korea (Dong Bang Sin Gi and Yun-Na Kim) come to Vietnam open the autograph event,. On this event, consumers of Galaxy Tab 2 and fans of Korea music will have a change get their autograph and receive special treatment from Samsung which is full packet of Galaxy Tab 2 (Included extra application CD) and have a change take picture with Korean brand endorsers.
January 2012IMC ProgramSponsor Thanh Hang Album, MV and Photograph
Objectives– Enhance targeted customer’s brand awareness toward GT 10.1 to 70% – Generate a positive customer’s attitudes to the brand and help to build a strong brand image in customers’ mind
Campaign Info:
Samsung will sponsor for TH to make her music album with the theme of CD cover and pictures are photographs of Galaxy Tab 2 with TH. Moreover, the one MV of this album will take the inspiration form Galaxy Tab 2.Then we also post the behind the scene and trailer of MV to youtube and on music channel (YanTV). Samsung will also provide the fresh conference on online new and also on magazine to promote for this campaign with the sample of autograph