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MARKETINGPORTFOLIOYihong(Dion)Leow
MARCH1,2016
LionsGateEntertainmentTheatricalPromotion2016Project:FacebookCrossPromotionInitiativeProjectPurpose:LeveragesocialfollowersofpastfilmreleasestobroadensocialmediaimpressionsRole:CreativeWritingandContentManufacturing
TylenolSummerDigitalMediaCampaign2015Project:WeChatHTML5InteractiveAdvertisementProjectPurpose:TofulfillamarketgapthatadultswerecatchingcoldsandfeverseveninthesummerRole:AidedinCreativeDirection,MusicSelection,DesignEdits,andEnglishTranslation
MotrinSummer2015PublicRelationsEventProject:ProductManualProjectPurpose:ToinformtargetaudiencetheneedforsafemedicationRole:ContentCreation,AidedinCreativeDirection,EnglishTranslation,andDesignEdits
Top professionals serve the top clients at KPMG
We are committed to bringing you excellent, first class service
Recruiting the Best Professionals Growing alongside our clients KPMG is the best. KPMG is the best. KPMG KPMG is a family.KPMG is a
is the best. KPMG is the best. KPMG is the family.KPMG is a family.KPMG is
KPMG is the best. KPMG is the best. a family.KPMG is a family.KPMG
KPMG is the best. KPMG is the best. is a family. KPMG is a family.
High Performance Oriented Global Vision and Innovation KPMG performs exceptionally. KPMG KPMG is global. KPMG is global.
performs exceptionally. KPMG performs KPMG is global. KPMG is global.
exceptionally. KPMG performs exceptionally. KPMG is global. KPMG is global.
KPMG performs exceptionally. KPMG is global. KPMG is global.
With a commitment to providing world-class services, we strive to help you excel.
For information, please visit www.kpmg.com/excellence -- enter code KP1
Or call 1800-GO-KPMG1
KPMGMarketingStrategyProjectProjectPurpose:DesignamarketingstrategyforKPMGtogainmoreclientsandemployeeapplicants. Createdummyadvertisement.Aimatbothpotentialclientsandemployees.MarketResearchResults:Received55responsesinaperiodofoneweek.ResultsandconclusionswereintroducedintotheMarketingPlan.
DummyAd
SAMPLEMARKETRESEARCHQUESTIONS
MARKETINGPLANOUTLINE
CompanyPurpose:KPMGwasfoundedin1987toprovidethreecoreservicestoawidearrayofprofessionalclients:auditing,tax,andadvisory.Ithasdevelopedtobeaglobalbrandspecializinginprovidingsaidservicestoitspeople,itsclients,andthecapitalmarkets.
TheNeed:Therisingimportanceoftransparencyamongcompaniesasweenterthedigitalageputspressureonfirmstoprovidereliableandaccuratestatisticsoftheirfinancialbackgroundstotheirshareholders.Theidealwaytodothisistohireobjectivethirdpartyaccountantsandauditorstodoublechecktheirfinancialstatementsonaregularbasistoensureshareholdersandcustomersthattheyareafinanciallysoundinvestment.
Mission:KPMGseekstogatherknowledgethroughanalyzingfinancialinformationonindustriesandbusinesstrendsandturningitintovalueforclientsandcapitalmarkets.Throughhiringthenation’stopaccountantsandauditors,KPMGservesitsclientsbyprovidingaccuratefinancialanalysisoffirmsandadvisingappropriateactionsthattheirclientscouldtakewiththeinformationtheygive.Thiswouldhelpshareholders,investors,andmanagementsintheiruseofthefinancialstatements.
MarketPotential:TheultimatemarketforKPMGisthecurrenttotalmarketforauditing,consulting,andfinancialadvising.JustbycalculatingthetotalrevenuesoftheBig4intheUnitedStatesin2013,thisamountcomestogethertobemorethanUS$25billion,whichisagoodindicatorofKPMG’smarketpotentialinthecountry.
Competition:KPMGiscurrentlyinclosecompetitionwiththreeotherbigauditingfirms:Deloitte,PwC,andEY.However,althoughitscompetitorsareseeminglymorespecializedintheauditingsectors,KPMGdistinguishesitselffromitscompetitorsbyprovidingawiderarrayofservicesincludingconsultingservices.
ExpectedPenetration:KPMGcurrentlyholds15.29%oftheBig4’ssalesandisgrowingatanaveragerateof7%.Basedonthecompetition,themarketpotential,andanaveragemarketgrowthrateof8%,KPMGshouldaimtohold17%ofthemarketoverthenext5years,
increasingitsannualrevenuestoapproximatelyUS$10billionin2019.ThiswouldrequireKPMGtohavearevenuegrowthrateofapproximately10%eachyear.
MarketingStrategies:Inordertoachievetheexpectedpenetration,KPMGwillemploythefollowingstrategies:
CorporateImage:KPMGwillcontinuetoprovideitsexcellentservices.Additionally,KPMGshouldmakeuseoftheword-of-mouthpyramidtospreadpositivenewsaboutitselftothepublictogainmorepublicity.KPMGshouldalsointegratethecomplimentsofitsclientsintoarticlesandpressreleasesandsendthemtothemedia.
Position:Markettargets(lock):Firmsinneedofauditing,consulting,andfinancialadvisoryservices.Productimage(key):KPMGprovidesauditing,consulting,andfinancialadvisoryservicesandshouldhighlightitsemphasisondigitalforensicsandcybersecurity.Statistically,morepeoplerelateKPMGtoitsauditingandfinancialadvisingservices.Thiscouldhurtthecompany’sconsultingrevenues.WeadvisethatKPMGimplementaseparationstrategyforitsconsultingservices.KPMGwillkeepits
auditingservicesunderthesamename,butcreateaseparatebrandforitsconsultingservices.
Productline:TaxServices,AuditingServices,ConsultingServices,FinancialAdvisory
Price:BecauseKPMGholdsthe4thhighestmarketshareoftheauditingandtaxindustries,theyhavestrongcompetitionwithDeloitte,PwC,andEY.Becauseofthis,theycanimplementaGrossProfitTargetpricingstrategy,whichmeansthattheywouldapplytheirdesiredgrossprofitmarginanddeterminearatetosetfortheirservices.
However,KPMGisranked11intermsofconsultingservices.Becauseitdoesn’thaveasstrongapositionintheconsultingdivisionasitdoesinitsauditingandtaxservices,itshouldimplementaFollowtheLeaderpricingstrategyifitdoesdecidetogothroughwiththeseparationstrategy.
Distribution:BecausethisisKPMGUS,thecompanyshouldplacefocusontheUnitedStates.KPMGhasauniquePositionofhavingtop-notchdigitalforensicsandcybersecuritywithitsservices,whichfitsthedemographicoftheUnitedStateshavingtheworld’smostproblemswithInternethackingandtechnologicalinfiltration.
Promotion:RecommendedMediaMix
Firm %TV %Print %Online %Radio
KPMG 5% 50% 45% 0%
Accordingtoourstatistics,peopleprefertolearnaboutrecruitinginformationviacareerfairs,one-on-oneapproaches,andsocialmedia,inparticular,Facebook.Totakethatfeedbackintoaccount,weproposethatKPMGinvestmoreadvertisingintosocialmediaplatforms.TheyshouldspendmoremoneyimprovingontheirFacebookpageandcreateawarenessoftheircollegerecruitingprocessthroughFacebookevents.TheymightevenwanttoconsiderhiringmoreCommunicationsmajorsfortheirPublicRelationsteamtoaidtheirstrategyatpromotingtheircompany.
KPMGshouldalsoinvestmoremoneyintopaidtargetedadvertisementsonFacebookbecauseittargetsspecificpeoplethroughtheirprofessionalandacademicinterests.
KPMGshouldalsosetupmorecompanyboothsaroundcollegecampusestogeneratepublicityandawarenessoftheircompany.TheyshouldnotonlytargetspecificschoolslikeViterbiandMarshallalthoughthatistheirdemographicforrecruits.TheyshouldhaverecruitingboothsonotherpartsofcampustorecruitCommunications,Economics,andevenMathmajors.
MarketInformationSystem:MIScouldbeimprovedbytrackingtheirbrandsentiment.KPMGshoulddothisbybeingmorepersonallyinvolvedoncampus.TheirrecruitersshouldbereadilyavailableforstudentsandbemoreproactiveinspreadingthenameofKPMGoncollegecampuses.KPMGshouldalsoconsiderconductingmoresurveysamongpotentialclientsandrecruits,aswellascurrentemployeesandclients,togathermoreinformationonhowtheycanimproveontheirservicesorwhattheirprospectsarelookingfor.
SalesForecast
Basedonthemarketpenetrationgoalsanditscurrentsalesrevenue,KPMGshouldexpecttoconstantly
increasetheirrevenuesbyaboutfromtheirvariouslinesofworkandeventuallyhold17%oftheBig4’srevenue,growingatarateof10%eachfiscalyear,andeventuallyearningapproximatelyUS$10billioninsalesin2019.
Future
AsKPMGestablishesitsdominanceintheAmericanconsultingmarket,theycantaketheirspecializationinriskandtechnologicalconsultingandbranchitoutintoglobalmarket,providingthesameexcellentservicestheyhavetotherestoftheworld.
USCSingaporeStudents’AssociationRole:SocialMediaAmbassadorandMarketingRepresentative
- Maintainpresenceonsocialmedia(mainlyFacebook)- Eventscreationandmaintenance- Marketresearchtobetterpositionsubsequentevents- Networkingwithmemberstoensurerepeatattendanceatfutureevents
NumberofExecutiveBoardMembers:7NumberofOrganizationMembers:250-300CurrentStudentsandAlumni
Event:WelcomeBacktoSchoolDimSumBrunchRole:EventCreatorandMaintenance,Promotion,Networking
- Gotfeedbackfromattendeesonwhatcouldbeimprovedatthenextevent- Retrievedcontactinformationfromeveryonetoensureassociationsremainsin
contactwiththemEstimatedAttendance:20-30RealAttendance:50-60
- UnprecedentedattendancefromotherAsianorganizations(HongKong,Taiwan,China,Malaysiaetc.)
Event:ChineseNewYearSSACollaborationwithUCLARole:EventCreatorandMaintenance,Promotion,Networking,LiaisonwithUCLASSA
- NetworkedwithassociationmembersfromotheruniversitiesaroundLosAngeles- Receivedfeedbackforimprovementsonfutureevents- Recruitedtransferstudentsaspotentialmembersoftheorganization
EstimatedAttendance(fromUSC):30-40RealAttendance(fromUSC):70-80