united nations laurie caebe, zach buege, nicole miley, julie soung, berenice breuilh, khankab...
TRANSCRIPT
United Nations
Laurie Caebe, Zach Buege, Nicole Miley, Julie Soung, Berenice Breuilh, Khankab Chanthasena & Jessie Lee
Agenda
• History• Demographics & Market Trends• Target Customer• Product• Competitors• Media Highlights/Scheduling• Summary
History of Verizon
• Series of Mergers• NYSE• Leading provider of advanced communications• Only major telecommunications company
Verizon’s Mission
• Company Mission• Government Mission
Verizon is known for
• World Class Phones• Great Coverage
Demographics, Market Trends & Penetration
Purchase Criteria
• Top two factors when buying a cell phone– Previous experience with
service providers– Costs of plan
• Confirms the data that we collected in our survey
42.90%42.90%
Most Important Factors in Buy-ing a Phone
Service Price of Plans
Industry Growth Drivers
• Fastest growing segments in the U.S. for applications are…– Web-videos (33% Increase)– Multimedia Messaging (29% Increase)
• All of Verizon’s smartphones offer these abilities
Who is Using Smartphones
• U.S. Smartphone Owners – Male– Ages 18 – 34– Affluent (Income of $75K)– Use phones for both personal
and business purposes (Emphasis on business)
Who is Using Smartphones Cont…
• Android and iPhone users spend the most on billed services per month
• Fastest adapters to smartphones are people that fall into ethnic minority groups
• Currently there is a huge market potential to attract more women users
Market Penetration
• As of Q1 ‘10 data shows that 23% mobile consumers now have a smartphone
• Vying for this share of the smartphone market are Apple and Google
• Verizon has both of these operating systems in its line up
Market Penetration Cont..• Between Q4 ‘09 and Q1 ’10…
– Android and iPhones market share grew by 2% each
– Market share leader RIM decreased 2%
– Microsoft’s market share decreased by 2%
– Verizon needs to focus on selling Androids and iPhones
What to Target in Advertising
• Based on the data shown it is important that we as a media buying company show that we are concerned with market penetration and trends. So……– With in the spots being purchased our focus will be around selling
phone with the Google's and Apples operating systems
Operating System User Breakdown
•Users show a 54/46% gender split •Slightly younger •Less wealthy than iPhone users •Less educated than iPhone users
•Users show a 55/45% gender split •Only 47% of users fall under age 34•Wealthier than Android users •Higher education than Android users
54%46%
Android
MaleFemale 55%45%
iPhone
MaleFemale
Operating System User BreakdownCont…
Brand Loyalty
• 80% of iPhone users want their next devices to run an Apple operating system
• 70% of Android users want their next devices to run a Google operating system
• Other Companies Brand Loyalty– RIM: 47%– Microsoft: 34%
• These stats back up our attentions to focus on Android and iPhones
Target Customers
Alex Smith
• Male – Young Professional – 18-34 years of age– College Education– Makes around $75K per year– Cultured and Refined
Melissa Jones
• Female– Part of a minority group– Lower to upper middle class– Like to hang out with her
girlfriends on the weekend
Product
Product
• Smart phones– Apple• iPhone
– Android• Droid X
Apple iPhone
• There are Smartphone's, and then there's the iPhone 4. It continues to set the standard with its stunning Retina display, powerful A4 chip, and long battery life. And with the world's largest selection of apps, there's almost no limit to what the iPhone 4 can do.
• Weight and Dimensions– Dimensions: 4.5” (h) x 2.3” (w)
x .37” (d)– Weight: 4.8 oz
Android Droid X• Vibrant 4.3" Edge–to–Edge Display Droid X by Motorola
is built for a fantastic video watching experience with a large widescreen in the full 16:9 format, ideal for full length movies.
• Capture High–Def Movies with Superior Audio HD camcorder captures video in 720p quality, with slow & fast motion modes, plus directional audio capture with an advanced 3 microphone solution. Plus, play them on your HD TV in true HD glory via HDMI.
• Capture Vivid Moments, Not Hazy Memories 8.0–Megapixel camera with a fast mechanical shutter capable of 1/1,000 second shutter speeds, auto–focus, and dual LED flash.
• Smart accessories Car and desk docks smart enough to know where you are, powerful enough to do everything you need.
Data Plan
• 4 major wireless providers in the U.S.: AT&T, Sprint Nextel, T-Mobile and Verizon Wireless
• Verizon: 50 states and Puerto Rico
• Verizon Wireless ranks highly on annual consumer reports in terms of:
- overall customer satisfaction - phone coverage
• Variation of performance from city to city
Verizon vs Major wireless providers
• Wireless Verizon Vs AT&T: - Network- Hardware
• Wireless Verizon Vs Sprint Nextel: - Calling plan- Handset
• Wireless Verizon Vs T-Mobile: - Technology- Reach- Subscriber Base
Media Schedule
Timing is Everything
Advertising Allocation Breakdown
55%
•Television
22%
•Internet
11%
8%
•Radio
4%
•Outdoor
Television 55%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Dancing with the Stars World News Tonight World News Tonight 30-Rock 20/20 World News Tonight World News Tonight
The Bachelor NCIS American Idol The Office World News Tonight SNL Family Guy
World News Tonight GleeAmerica's Next Top Model World News Tonight Amazing Race
HouseAmerican Idol Results Show 60 Minutes
90210
Television Cont…
• Cable Networks– Bravo– M-TV– Travel Channel– CNN– ESPN– Telemundo– Spike – HGTV
Internet – 22%
6%
4%
4%
2%
1%1%
5%
YoutubeHuluSearch Engines PandoraFacebookE-MailCorporate Website
Print – 11%
6%
3%
2%
Column1
MagazinesLocal NewspapersNational Newspapers
Radio – 8%Radio Formats
Classical
Jazz
Top Forty
Soft Adult Cotemporary
News/Talk
Adult Standards
-Commercials will run during morning drive and afternoon drive times-Allows for the biggest listening audience
Outdoor – 4%
2%2%
Column1
BillboardsTransit Advertising
Summary
• History• Demographics & Market Trends• Target Customer• Product• Competitors• Media Highlights/Scheduling