finals deck samsung s4

Bautista. Belen. Fidel. Menez. Ong-Hoa

Industry Review

• The Philippines will experience increase in volume of mobile phones by 10% in 2011, rising to nine million units

• Smartphones will experience the fastest growth in 2011, increasing in volume by 70%

• Forecast Sales of Mobile Phones for 2013: 5.3 Million units, 53.7 Million PhP

“The mobile industry in the Philippines, specifically the smartphone segment, is growing year on year. There is an

opportunity in launching Samsung Galaxy S4 in the Philippines due to the wanting and growing market.”

Competitive Situation

Limitations of Competitive Landscape

• Smartphone VS. Feature Phones• Smartphone Vs. “Phablets”• Average Price• Launch Date • Key Players• Direct Vs. Indirect Competitors

Competitive Situation

Key Players Launch Date Price

iPhone 5 December 2012 Php35,000.00 – Php45,000.00

Sony Xperia Z April 2013 PhP32,490.00

Blackberry Z10 March 19, 2013 Php29,990.00

COMPETITIVE SITUATION

Brand Model Iphone 5 Sony Xperia Z Blackberry Z10

Display

4.0-inch LED-backlit ISP LCD panel featuring a

resolution of 640 x 1136

1080 x 1920 pixels, 5.0 inches (~441 ppi pixel

density)

4.2-inch, 1,280-by-768 LCD and a pixel density

of 356 Ppi

CPU, RAM, STORAGE

A6 dual-core CPU clocked at 1.3 GHz and 1 GB of

RAM

microSD, up to 64 GBInternal 16 GB, 2 GB

RAM16GB of internal storage,

expandable up to an additional 64GB via

microSD card

Camera8 MP with digital image

stabilization

3.1 MP, 4128x3096 pixels, autofocus, LED

flash8 MP, 3264 x 2448 pixels,

autofocus, LED flash

Software iOS 6, support for LTE

Android OS, v4.1.2 (Jelly Bean), planned upgrade

to v4.2 (Jelly Bean) BlackBerry 10 OS

• Samsung Electronics, a subsidiary of the Samsung Group, was established in 1969. Its focus lies on digital appliances, telecommunication, semiconductors, and memory and system integration. As such, research and development has become an integral part of its business.

• The company believes that through creation of innovative products, Samsung will enhance our lifestyle. Samsung Electronics mainly operates in Asia, Europe, and America. With its focus geared towards electronics, the company has proven to be a fierce competitor against other electronic giants such as Sony and Apple.

CORPORATE PROFILE

• Gender: Male and Female• Age: 21-35 years old• SEC: A, B, and Upper C• Education: College level

DEMOGRAPHICS

PSYCHOGRAPHICS

• Lead active lifestyles: business-oriented people and young achievers who are passionate not only with work but also their personal interests.

• Health-conscious individuals

• Those who like to travel - for both work and play

Target MarketPrimary:

INNOVATORS

• First to try new ideas, processes and services.

• Most adventurous. • Has money, higher education,

attracted to change and new experiences.

• They use multiple information sources (ie. reviews, peers, social media, point-of-sale inquiry, etc.) for making a purchase decision.

Target Market

Secondary:

EARLY ADAPTORS

• Rely on their intuition and vision.

• Tend to make decisions more carefully and have above average education level.

CONCLUSION • The mobile industry is growing year-on—year

• The growing market creates an opportunity for Samsung S IV to enter the Philippine market

SWOT

Strengths

• Having a collection of the most advanced technological features is boosted by Samsung’s strong brand equity.

Weakness

• Has fast depreciating value given the quick technological improvements introduced in the industry.

Opportunity

• Target market is becoming even more reliant on technology which makes smartphones transform from being a want to becoming a “need”.

Threat

• Low-cost brands are starting to develop their own line of smartphones to serve as alternatives in the market.

• To make 60% of the target market aware of Samsung S4’s entry in the smartphone market by June 2013

• To make encourage switchers from Blackberry / Apple to Samsung Galaxy S4

GENERAL OBJECTIVES

CREATIVESTRATEGY

TARGET PERSON

Aby Bautista

- 27-year old Account Manager in an ad agency

- Single and has a pretty active social life

- Maintains contact with almost all her friends

- Dedicated to her work but family-oriented

TARGET PERSON

Joseph Chua- 33-year old bank

manager- loves toying with the latest gadgets- writes unofficial

blogs and reviews about gadgets and technology

- values his social life and personal time

- actively dating

Creative Objective

To persuade the target market that Samsung S4 is the best smartphone available in the market as it has the

latest and most advanced technology to date.

Consumer Promise

Samsung S4 is the only smartphone in the market that has a collection of the most

advanced technological features ever incorporated in a mobile phone.

• RAM 1 GB• Expandable Storage No• Primary Camera 10-MP• Secondary Cam 1.2-MP• Battery 1440 mAh• Dimensions 123.8 x 58.6 x 7.6 mm• Weight 112 grams

Support

BIG IDEA!

Samsung S IV is the fusion of technology and human

experience.

Reason to BelieveSamsung S IV has a collection of the latest breakthrough technology

ever incorporated in a smartphone.

MEDIA STRATEGY/SCHEDULE

Target Market• Male and Female 21 – 35 years old

• Innovators – the group which are the first to try new ideas, processes and services. These are members of the market that is the most venturesome. They have money, higher education, attracted to change and new experiences. They use multiple information sources for making a purchase decision.

• Early Adapters – They are also the first to try new ideas, processes and new services but these people generally rely on their intuition and vision. They choose carefully and have above average education level.

Media Itinerary (Weekdays)Time Activity Media Exposure

5:00 AM Wakes Up.

Check email, SMS, weather news

Mobile, Online

5:00-6:00 Goes to gym /

Jog

OoH

6:00-7:00 Prepares for work Online, radio

7:00-7:30 Eats Breakfast

Checks planner for schedule

Checks email, blog, FB and Twitter

Mobile Internet

7:30-8:00 Drives to Work Radio, OoH, Billboards

8:00-12:00 Checks her office email, attend meetings, Receives calls from clients, accomplish to-do list

Online, Mobile

12:00-1:00 Lunch break

Eats lunch with officemates

Dine out

Mobile, OoH, In-store, brochure, Word-of-mouth

1:00-5:00PM Afternoon work Mobile, Online

Media Itinerary (Weekdays)12:00-1:00 Lunch break

Eats lunch with officemates

Dine out

Mobile, OoH, In-store, brochure, Word-of-mouth

1:00-5:00PM Afternoon work

Do client calls

Accomplish other work deliverables

Mobile, Online

5:00-6:00PM Drives home Radio, OoH, Billboards

6:00-8:00PM Prepares dinner while watching primetime news

Eats dinner with family or alone

TV

8:00-10:00PM Watches TV

Go-online to check SNS

Do personal stuff online

TV, Internet, mobile

10:00PM Sleeping Time

Media Itinerary (Weekends)Time Activity Media Exposure

8:00 AM Wakes Up.

Check email, SMS, weather news

Mobile, Online

8:00-10:00 AM Goes to gym

Jog

OoH, Online, billboard

10:00-11:00 AM Brunch at home Online, radio, TV

11:00AM -2:00 PM Free Time: watches TV, reads book, do hobby

TV, print, on-line, OoH

2:00PM-3:00PM Prepares to go out Mobile, TV

3:00PM-6:00PM Goes to mall to window shop, do grocery, meet friend, watch movies

Online, Mobile, OoH, Cinema

6:00-8:00PM Dinner with friends

Word-of-mouth, OoH, online

8:00-12:00PM Party with friends, socializing

Mobile, Online mouth, OoH, online

12:00-12:30 Drives home Radio, OoH, Billboards

1:00AM Sleeping Time

Media Objective

• To create 60% awareness of Samsung Galaxy S4 among Male and Female, 21 – 35 years old.

• To utilize and expand mobile presence through internet advertisements and links that highlight the features of Samsung Galaxy S4.

• To utilize below-the-line executions and activations to remind the target market and let them experience the feature of Samsung Galaxy S4.

Media mix and Rationale

Cable TV – Thematic TVCs

RADIO/DJ DISCUSSIONS

Print – Magazine Editorial

Print – Print Ad and Advertorial

Internet – Samsung Galaxy S4 Microsite

Internet – Facebook Page and Facebook Ads

Internet – SMO and Twitter

Below-The-Line - Billboards

Below-The-Line – Partner Store Merchandising

Below-The-Line – Samsung Store Merchandising

ActivityMedia Details 15 - 21 22 - 28 29 - 5 13 - 19 20 - 26 27 - 2 3 - 9 10 - 16 17 - 23 24 - 30 1 - 7 8 - 14 15 - 21 22 - 28 29 - 31LAUNCHPress Launch April 15TVSpots / Week 21 21 21 14 14 14 21 21 21 21 14 14 14 14 6Spots / Day 3 3 3 2 2 2 3 3 3 3 2 2 2 2 2Material Lenght 30s 30s 30s 30s 30s 30s 15s 15s 15s 15s 15s 15s 15s 15s 15s

ETCStar World

AXNRadioExecution / Week 5 5 5 5

DJ DiscussionThe Morning Rush

Boys Night OutINSERT MORE

PrintFashion Editorial

CosmopolitanGarage

Print Advertisements and AdvertorialsCosmopolitan

GarageMega

Metro MagazineFHM

New MediaSamsung Galaxy S4 Microsite

Samsung Facebook PageFacebook Ads

Yahoo! Banner Ad

Yahoo! Mail Skinning with TVC PlaybackSearch Marketing Optimization

Below-The-LineBillboard

Samsung Store MerchandisingPartners' Store Co-Merchandising

2013April May June July

Media Plan

BUDGET

Php 24,145,000.00

Creative Materials

Print

Online

Out of Home

Most advanced smartphone

Statement of Expectations

TRI MEDIA POST CAMPAIGN ASSESSMENT

BTL POST CAMPAIGN ASSESSMENT