17
SAMSUNG GALAXY TAB 2 IMC Plan Presentation Marketing Communication: Course Name MKTG1257: Course Code Melvin Fernando: Instructor Group Members Nguyen Thuan Hieu – s3221969 Tran Thi My Dung – s3231518 Trinh Thi Que Nhu – s3209895 JungSoo Park – s3230147 YeonJea Lee – s3255327 Pham Anh Tuan – s3160828

SAMSUNG GALAXY TAB 2

  • Upload
    sabina

  • View
    68

  • Download
    0

Embed Size (px)

DESCRIPTION

IMC Plan Presentation. SAMSUNG GALAXY TAB 2. Marketing Communication: Course Name MKTG1257: Course Code Melvin Fernando : Instructor. Group Members Nguyen Thuan Hieu – s3221969 Tran Thi My Dung – s3231518 Trinh Thi Que Nhu – s3209895 JungSoo Park – s3230147 - PowerPoint PPT Presentation

Citation preview

Page 1: SAMSUNG GALAXY TAB 2

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

Page 2: SAMSUNG GALAXY TAB 2

Current Problem and Communication Objectives

Page 3: SAMSUNG GALAXY TAB 2

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-graphicsBrand Loyalty

Middle 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.

Benefit Do 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

Page 4: SAMSUNG GALAXY TAB 2

Competitors AnalysisiPad Motorola Xoom

P

r

o

d

u

ct

- 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

P

ri

ce

16 GB: $499 - $629

32 GB: $599 - $729

64 GB: $699 - $ 829

32 GB: $599 - $799

P

la

ce

Apple StoreApple WebsiteVinaphone (2011)Viettel (2011)

VerizonAmazonNot yet distribute in VN

P

r

o

m

ot

io

n

- 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

Page 5: SAMSUNG GALAXY TAB 2

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

Page 6: SAMSUNG GALAXY TAB 2

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”

Page 7: SAMSUNG GALAXY TAB 2

Galaxy Tab 2Slimmer than ever

Travel SEOUL with

IMC ProgramObjectives

– 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

Page 8: SAMSUNG GALAXY TAB 2

01.10.11 – 29.10.11IMC ProgramBuzz MarketingObjectives

– 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 MessageTravel 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

Page 9: SAMSUNG GALAXY TAB 2

During all the periodIMC ProgramPrint AdvertisingObjectives

– 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

Page 10: SAMSUNG GALAXY TAB 2

17.10.11 – 13.11.11IMC Program

Television AdvertisingObjectives

– 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

Page 11: SAMSUNG GALAXY TAB 2

30.10.11IMC ProgramTrade ShowObjectives

– 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”

Page 12: SAMSUNG GALAXY TAB 2

01.11.11 – 30.11.11IMC ProgramMagazine AdvertisingObjectives

– 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

Page 13: SAMSUNG GALAXY TAB 2

24.12.11 – 25.12.11IMC ProgramAutograph of Samsung Galaxy Tab 2 Korean EndorsersObjectives

– 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.

Page 14: SAMSUNG GALAXY TAB 2

January 2012IMC ProgramSponsor Thanh Hang Album, MV and PhotographObjectives

– 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

Page 15: SAMSUNG GALAXY TAB 2
Page 16: SAMSUNG GALAXY TAB 2
Page 17: SAMSUNG GALAXY TAB 2