GE CAMERA

Matt Cerone, Jeremy Frey, Haley Holroyd, Mi Mai

TABLE OF CONTENTS

Product Description

Situational Analysis

Target Market

Campaign Objectives

Creative Strategy

Media Strategy

Print

Ambient

TV

Online

Promotions

Program Evaluation

1

PRODUCT DESCRIPTION

General Imaging Founded in 2006 and operates under the guiding principal of bringing innovative, quality

products to the market that are highly affordable and easy to use

Product Lineup The GE Camera range is spread across three series: E, G, and Active.

2

SITUATIONAL ANALYSIS

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Strong Brand Identity GE brand is well known among consumers

Diversified Product Portfolio A full line of models to meet all needs

Modern Premium Advantage Price competitive alternative to DSLRs

Lack of Product Awareness Not top of mind in digital camera segment

Low Market Share Canon dominates the camera market

Mixed Reviews Blogs and reviews are highly influential

Leverage Environmental Benefits High demand for energy efficient products

Positive Momentum Fastest growing mid-tier brand in the US

Establishing Partnerships Building brand advocates by giving back

Market Saturation Intense competition from market leaders

Promotion Clutter Excessive marketing overwhelms consumers

Mobile Devices Convenience of cell phone cameras

3

TARGET MARKET

TRANSITIONALS INDEPENDENTS DEPENDENTS

13-19

20-24

25-29

4

RESEARCH INSIGHTS

51% “rarely” take pictures.

Use campaign as a call to action to encourage

increase interest in photography.

Most have moderate experience in photography.

Position GE as a user-friendly camera brand that

is for the typical user.

Color is important.

Redesign product to include more color.

5

RESEARCH INSIGHTS

GE cameras are more for the

beginners or people on a budget,

there isn’t much control over them

and even their highest line of

cameras are just okay and don’t

meet professional standards. To

me, the camera doesn’t matter, it’s

all in the angle. Nam Luong, 26

I have never heard of GE

cameras. I mostly take

pictures of people and

the scenery from the

adventures I go on.

Max Edison, 18

I don’t need a GE camera, I have my

phone and that’s all I need. Alicia McManigal, 20

I wouldn’t get a GE

camera because there

are better options. I don’t

want a mediocre camera,

I’ll wait until I have money

to buy a real one. Massis Shahmirian, 22

“ “ “

“

6

CAMPAIGN OBJECTIVES

Communication Create immediate awareness

and brand preference for the

GE brand among new camera

buyers who may be purchasing

their first camera.

Position Position the line of GE cameras

as innovative, unique, sporty,

and affordable product in the

market for digital cameras.

Promotion Execute lifestyle events

and promotions that

increase brand awareness

and engage Millennials to

build brand advocacy.

7

CREATIVE STRATEGY

Brand Mission GE Digital Cameras. Something for everyone.

Vision Moment to moment – the special moments in life.

Tagline Memory forgets, but pictures won’t.

Tone

Bold. Daring. Innovative.

8

MEDIA STRATEGY

Media Mix Introduce the GE Cameras as a stylish and affordable catered to millennials’ needs.

Implement a frequency strategy to capture and establish brand recognition for GE

Cameras.

Paid Utilize traditional TV

and Print media to

garner wide national

reach.

Owned Leverage the GE website

to interact more with

consumers and in-store

service.

Earned Create opportunities for

conversation and dialogue

about the GE Cameras

through social media, blogs,

reviews, and word-of-mouth.

9

PRINT

10

AMBIENT

11

STORYBOARD 1

12

STORYBOARD 2

13

ONLINE

14

PROMOTIONS

FRAMING MEMORIES Establish partnerships with large events such

as Coachella to place frames and encourage

audiences to capture their memories, courtesy

of GE.

FOSTERING INDIVIDUALITY Appeal to the desire for creativity and

uniqueness among millennials by offering

customizable cases with the purchase of a

camera.

15

PROGRAM EVALUATION

SURVEYS MEDIA

COVERAGE VIEWERS SALES

GE CAMERA