Your SlideShare is downloading. ×
0
SONIM 08/19/09 Group Composition: Stephen Brad Jacob Astrid
SCRATCH RESISTANT DISPLAY WATER RESISTANT FROM ANY ANGLE IP 54 CERTIFIED MIL 810F CERTIFIED DUSTPROOF DURABLE KEYPAD  HEAT...
Advertising Objective <ul><li>Problem </li></ul><ul><ul><li>Primary focus on function and features </li></ul></ul><ul><ul>...
<ul><li>In 2007 82.4% of American’s had a cell phone </li></ul><ul><li>American favor cell phones over land lines </li></u...
<ul><li>Population 303.8 million </li></ul><ul><li>Growth rate (est. 2008)  0.88% / 1.16% </li></ul><ul><li>Male 150 milli...
Market Potential 08/19/09
Current Situation - SWOT <ul><li>Internal   </li></ul><ul><li>Strengths: </li></ul><ul><li>Superior features </li></ul><ul...
<ul><li>Consumer Segment </li></ul><ul><li>Extreme/Outdoor sports </li></ul>08/19/09 The Target Audience <ul><li>Business ...
Sony Ericsson C702   <ul><li>Strengths </li></ul><ul><ul><li>Email/music capabilities </li></ul></ul><ul><ul><li>3.0 MP ca...
Samsung phone(SGH-M110) <ul><li>Strengths </li></ul><ul><ul><li>Email/music capabilities </li></ul></ul><ul><li>Weaknesses...
Feature comparison  08/19/09 Sony Ericsson C702 Samsung (Q4) Sonim XP1 Sonim XP3 Ruggedization  Yes No Mil Spec Mil Spec W...
Positioning of the Sonim XP1 <ul><li>Sonim’s targets a specific micro niche market  </li></ul><ul><li>According to Sonim C...
Positioning of Positioning of the Sonim XP1 – Interviews the Sonim XP1 <ul><li>Held 2 in depth interviews – one with an ex...
Why Should You Believe This? <ul><li>Keypad buttons tested to 500,000 pushes </li></ul><ul><li>Oversized buttons and antig...
Tone and Feeling <ul><li>Affective feeling association </li></ul><ul><li>Factual advertising appeal </li></ul><ul><li>Real...
Upcoming SlideShare
Loading in...5
×

Advertsing Plan for Sonim Technologies Project Presentation

834

Published on

This is a PowerPoint presentation of an advertising plan that me and three of my classmates made for our Advertising Theory and Practice class. It focuses on reachable goals and the tactics and strategies to reach them for Sonim Technologies XP1 and XP3 cell phones.

Published in: Devices & Hardware
1 Comment
0 Likes
Statistics
Notes
  • wow its impressive that u were able to collect this information...its very helpful
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total Views
834
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Advertsing Plan for Sonim Technologies Project Presentation"

  1. 1. SONIM 08/19/09 Group Composition: Stephen Brad Jacob Astrid
  2. 2. SCRATCH RESISTANT DISPLAY WATER RESISTANT FROM ANY ANGLE IP 54 CERTIFIED MIL 810F CERTIFIED DUSTPROOF DURABLE KEYPAD HEATRESISTANT UP TO+ 60 C WATER RESISTANT BLUETOOTH 1.2 Product – Sonim XP1
  3. 3. Advertising Objective <ul><li>Problem </li></ul><ul><ul><li>Primary focus on function and features </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=T_ReG7YhRNo </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>Through integrated brand promotion we strive to amplify Sonim’s brand awareness and thereby increase sales by 40% during 2009 </li></ul></ul>08/19/09
  4. 4. <ul><li>In 2007 82.4% of American’s had a cell phone </li></ul><ul><li>American favor cell phones over land lines </li></ul><ul><li>American teenagers view cell phones as vital to their identity </li></ul>Current Situation 08/19/09 http://www.switched.com/2007/11/14/82-of-americans-own-cell-phones/ http://www.msnbc.msn.com/id/23486819/ http://news.cnet.com/8301-1035_3-10041377-94.html
  5. 5. <ul><li>Population 303.8 million </li></ul><ul><li>Growth rate (est. 2008) 0.88% / 1.16% </li></ul><ul><li>Male 150 million </li></ul><ul><li>Female 153 million </li></ul><ul><li>225 million cell phone owners </li></ul><ul><li>Literacy rate of 99% </li></ul><ul><li>Language: English 82%, Spanish 11%, others 7% </li></ul><ul><li>Geographic Distribution: 38% Atlantic Coast (East), 16% Pacific Coast (West) </li></ul><ul><ul><ul><ul><ul><li>12% Gulf of Mexico (South) </li></ul></ul></ul></ul></ul>Market Information – USA Demographics 08/19/09
  6. 6. Market Potential 08/19/09
  7. 7. Current Situation - SWOT <ul><li>Internal </li></ul><ul><li>Strengths: </li></ul><ul><li>Superior features </li></ul><ul><li>Extended warranty </li></ul><ul><li>Weaknesses: </li></ul><ul><li>Small company vs. mobile conglomerates </li></ul><ul><li>Limited brand awareness </li></ul><ul><li>External </li></ul><ul><li>Opportunities: </li></ul><ul><li>No direct competitors focus on B2B </li></ul><ul><li>Threats: </li></ul><ul><li>Technological development </li></ul><ul><li>Big companies might pick up the idea </li></ul>08/19/09
  8. 8. <ul><li>Consumer Segment </li></ul><ul><li>Extreme/Outdoor sports </li></ul>08/19/09 The Target Audience <ul><li>Business Segment </li></ul><ul><li>Construction Industry – 7.7 Million jobs </li></ul><ul><li>Truck Transportation and Warehousing – 2.1 Million jobs </li></ul><ul><li>Military (active personnel) – 1.4 Million jobs </li></ul><ul><li>Agriculture - 2.2 Million jobs - one of the largest industries in the US </li></ul>Source: US Bureau of Labor Statistics http://www.bls.gov
  9. 9. Sony Ericsson C702 <ul><li>Strengths </li></ul><ul><ul><li>Email/music capabilities </li></ul></ul><ul><ul><li>3.0 MP camera </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>No Push-to-talk capability </li></ul></ul><ul><ul><li>No Military Specifications </li></ul></ul><ul><ul><li>Relatively poor battery life </li></ul></ul><ul><ul><li>Assisted GPS needs to track data usage </li></ul></ul>08/19/09
  10. 10. Samsung phone(SGH-M110) <ul><li>Strengths </li></ul><ul><ul><li>Email/music capabilities </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>No Push-to-talk capability </li></ul></ul><ul><ul><li>No Military Specifications </li></ul></ul><ul><ul><li>No extended warranty (no in-store replacement) </li></ul></ul><ul><ul><li>Smaller screen 1.52 inch </li></ul></ul>08/19/09
  11. 11. Feature comparison 08/19/09 Sony Ericsson C702 Samsung (Q4) Sonim XP1 Sonim XP3 Ruggedization Yes No Mil Spec Mil Spec Water proof IP57 IP54 IP54 IP57 Java support Yes Yes Yes Yes Bluetooth Yes (2.0) Yes(1.2) Yes(1.2) Yes(2.0) Camera 3.0 VGA No 1.3mp Picture/Video Yes No No Yes Email/Music Yes Yes No No Fixed Plan No No No No Extended Warranty No No Yes Yes PTT (Press to transmit) No No Yes Yes Assisted GPS Yes No No Yes Batt. cap. (mAh) 950 1000 1100 1850 Talk Time (hrs) 3.5 8 8 14 Stdby Time (hrs) 350 400 820 1100
  12. 12. Positioning of the Sonim XP1 <ul><li>Sonim’s targets a specific micro niche market </li></ul><ul><li>According to Sonim CEO/President, Bob Plaschke when asked whom they are targeting, “ people who work or play in extreme environments…very aggressive outdoorsmen” </li></ul><ul><li>(Palenchar, Joseph. (2008, October 27). Sonim targets extreme-phone micro niche. TWICE: This Week in Consumer Electronics, 23, (22) 62. Retrieved Nov 29, 2008, from Academic Search Premier database.) </li></ul><ul><li>Annie Seel, a Rally Car Racer, endorsed the Sonim XP1 by making it her and her team’s official handset </li></ul><ul><li>Sonim held a “World’s Toughest Phone Tour” </li></ul><ul><ul><li>People threw, kicked, shot phone </li></ul></ul><ul><ul><li>Put in oven and freezer </li></ul></ul>08/19/09
  13. 13. Positioning of Positioning of the Sonim XP1 – Interviews the Sonim XP1 <ul><li>Held 2 in depth interviews – one with an extreme sportsman, and one with a Project Manager for local Northern California roofing company, Traditional Slate and Tile, Inc. </li></ul><ul><li>Extreme sportsman has gone through 4 phones in last 3 years </li></ul><ul><li>Project Manager’s company has gone through over 20 phones in last 3 years </li></ul><ul><li>Both thought durability of Sonim’s phones was single best feature </li></ul>08/19/09
  14. 14. Why Should You Believe This? <ul><li>Keypad buttons tested to 500,000 pushes </li></ul><ul><li>Oversized buttons and antiglare screen, also scrach resistant </li></ul><ul><li>Industry’s 1 st submersible phone </li></ul><ul><li>Withstand 100 3-meter drops on concrete </li></ul>08/19/09
  15. 15. Tone and Feeling <ul><li>Affective feeling association </li></ul><ul><li>Factual advertising appeal </li></ul><ul><li>Real life individuals used to deliver the message </li></ul>08/19/09
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×