Zizhao JiangMKT-6661April 23, 2015

Table of Contents

Smartisan Figure 10.2 - Constructing a Brand Positioning Bull’s-Eye

for Smartisan Blizzard Entertainment Figure 21.3 – Five International Product and

Communication Strategies for Blizzard Entertainment

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Table of Contents (continued)

Mr. Ng’s Company Figure 17.3 - Steps in developing Effective

Communications for Mr. Ng’s Company Pixie Scientific Figure 20.1 - New-Product Development Decision Process

for Pixie Scientific Reference List

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Figure 10.2 summary for Smartisan

Background InformationSmartisan (Beijing) Co., was started in 2012 and is located in Beijing China.“Smartisan” means “smart” and “artisan” meaning craftsman of smart phone era.It manufactures mobile internet terminal and sales business products.It uses arts of perfectionism mission to improve quality of life.Despite hitches, the company managed to sell a quarter-million smart phones. Marketing Concept IntroductionExplained using figures.Important in knowing the target customers.Helps to identify brand superiority, reasons to believe, brand values character and personality, execution properties and visual identities, attitude, consumer needs and competitive product set shown in figure 10.2

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Figure 10.2 summary for Smartisan

Figure DescriptionFigure 10.2 shows the position of Smartisan in Bull’s-eye Smartisan produced quality phones at cheaper prices specifically targeting the youth.The yellow circle describes the quality, the left boxes describes the young customers while the right one describes customers satisfaction.

Strategic ImplicationsThe customers are the number one priority when thinking of brand benefits and differentiation.The bull’s eye description helps in bringing down competitors through detailing

.

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Points-of-parity

Value/Personality/Character

Brand MantraTo be a

craftsman of smart phone

era.

Substantiates (RTB)

Points-of-Difference

Execution Properties/Visual Identity

Figure 10.2 - Constructing a Brand Positioning Bull’s-Eye for SmartisanConsumer

TargetYoung Android

smart phone users

Consumer Insight

Android smart phone is old

fashioned and lack of creative

ConsumerNeed StateYoung people

desire for a Personality

character smart phone

Competitive Product Set

Android domestic smart phone manufacturer

Consumer Takeaway

Customers gains personality

character smart phones with a fair

price

Focus on communications in social networks with consumers.

Reputation of creator attracts young people

Be good at exterior designing

Fair price

Domestic

Android

Good looking

Creative Young

Hammer logo

(MOZUR 2015)

Blizzard Entertainment

Background InformationPremier developer and publisher of entertainment software. Founded in February, 1991 Irvine California.Created games such as warcraft, Diablo and starcraft.Young people are most of its customers.By targeting over 1 million internet game players, the company has since flourished.In china however, public opinion resulted to fewer customers.

Concept IntroductionIt employs five global product strategies to adapt in international markets including straight extension, product adaptation, communication adaptation, dual communication and product invention.

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Figure 21.3 Summary for Blizzard Entertainment

Figure Description

The figure describes the operation of Blizzard in China for more than eight years. The 2010 scandal resulting into negative public opinion created lower customer turn out.

Strategic Implications

In foreign market for a company, the most important thing is finding out how it can operate well. The foreign market must relate to foreigners life. For example, KFC is doing well in China because every Chinese people who has been in America thought the food of KFC in China is better than America. The reason is that KFC Change the product and communications strategies. The same to Blizzard Entertainment, after they changed product and communications strategies, business run better. A company needs to understand every thing of the foreign country and make a right plan before going to the international marketing.

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Figure 21.3 Five International Product and Communication Strategies for Blizzard

Entertainment

(Blizzard 2014)

Ng's Company

Background informationStarted by Cheong Choon Ng in Novi, Mich.Manufactures toys in china and distributes near his home from his 7,500 square feet warehouse By 2014, 8 million units of sales in toys was realized worldwide with 40 million packets of rubber bands.

Marketing Concept Uses 8 concepts of information: identify target audience, determine objectives, design communications, select channels, establish budget, decide on media mix, measure results and manage integrated marketing communications. Figure 17.3 illustrates their correlation in this company.

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Figure 17.3 Summary for Ng’s Company

Figure Description

As most of the target customers were kids, the main objective was to manufacture toys. Communication channels involved Google ads. Kids who acquired the toys helped I promoting the brand also.

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Figure 17.3 Steps in developing Effective Communications for Mr. Ng’s Company

(MARTIN 2014)

1. Identify target audience

3. Design communications

4. Select channels

5. Establish budget

6. Decide on media mix

7. Measure results

8. Manage IMC

2. Determine objectives

Target audience is children between 8-14-year-old.

Ng’s company chose mass communication channel

Category need and brand awareness

Pixie Scientific

Background informationPixie Scientific is a start-up company and located in New York. The main products are Disposable diapers, and the new product called Smart DiapersSmart Diapers are disposable diapers but help to monitor health through an application

Marketing Concept Introduction

Figure 17.3 shows the stages in the new-product development process. There are eight stages which are idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, market testing and commercialization.

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Figure 20.1 Summary for Pixie Scientific

Figure Description

As shown in Figure 17.3, Pixie Scientific follows the New-Product Development Decision Process and focusing on three steps that are idea generation, idea screening and product development.

The Smart Diapers are the latest trend and due to massive benefits, increased sales are expected.

Strategic Implications

Figure 17.3 is effective for Pixie Scientific to make decision about developing a new product. Pixie Scientific focused on the first three steps. However, marketers need to evaluate each step in Figure 17.3.

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Figure 20.1 New-Product Development Decision Process for Pixie Scientific

1. Idea generation

3. Concept development and testing

4. Marketing strategy development

5. Business analysis

6. Product development

7. Market testing

8. Commercialization

2. Idea screening

Smart Diapers is new to the world, the idea is worth considering

Smart Diapers is a technically and commercially sound product.

Smart Diapers is compatible with company objectives, strategies, and resources.

(HARDY 2014)

Figure 20.1 – The New-Product Development Decision Process

5.Business analysisWill this product meet our profit goal?

1.IdeagenerationIs the idea worth considering?

drop

2.Idea screeningIs the product idea compatible with company objectives, strategies, and resources?

6.Product developmentHave we got a technically and commercially sound product?

7.Market testingHave product sales met expectations?

8.CommercializationAre product sales meeting expectations?

3.Concept development and testingCan we find a good concept consumers say they would try?

4.Marketing strategy developmentCan we find a cost-effective, affordable marketing strategy?

yes yesyesyes yes yesyes

Send the idea back for product development?

Modify the product or marketing program?

No No NoNo No No NoNo

NoNoyes

yes

Reference List

Figure 10.2Ian, M. (2014, Oct 15). Chinese Phone Upstarts Sell With Personality, Not Product . Retrieved April 20, 2015, from http://cn.nytimes.com/business/20150211/c11rivals/en-us/

Figure 21.3John, G. (2015, Jan 28). Using Smartphones and Apps to Enhance Loyalty Programs. Retrieved April 20, 2015, from http://www.nytimes.com/2015/01/29/business/smallbusiness/using-smartphones-and-apps-to-enhance-small-business-loyalty-programs.html

Figure 17.3Form 10-K annual report(2013, May 30).from http://ir.logitech.com/secfiling.cfm?filingID=1047469-13-6614

Figure 20.1Michael, F. (2015, Jan 18). Saturday Night in Taipei, and the Cool Kids Are at the Bookstore. Retrieved April 20, 2015, from http://sinosphere.blogs.nytimes.com/2015/01/18/saturday-night-in-taipei-and-the-cool-kids-are-at-the-bookstore/?_r=1

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