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Wiko Mobile - Project launch 2014 - William Belle (fictitious case)
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Wiko Mobile - Project launch 2014 - William Belle (fictitious case)

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Wiko Mobile - Project Launch 2014 by William Belle ...

Wiko Mobile - Project Launch 2014 by William Belle

Project made for a job interview at Wiko Mobile's office - January 2014

Looking for an opportunity in Mobile/NFC Marketing

contact: williambelle83@gmail.com

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Wiko Mobile - Project launch 2014 - William Belle (fictitious case) Wiko Mobile - Project launch 2014 - William Belle (fictitious case) Presentation Transcript

  • Project Launch for France William Belle – Product Manager 17th, January 2014 Marseille
  • Agenda 1- Introduction 2- Project Presentation 3- Global Action plan 4- Marketing Operations 5- Next Step 6- Conclusion / Questions Wiko Mobile - 2014 2
  • Objectives • Launch a new model from the « Dark » range with new features in order to improve it • Enhance Wiko brand image Wiko Mobile - 2014 3
  • Introduction Pros:  Price  Screen HD 5 Inches  Display + Gorilla glass 2  Camera  Multimedia  Interface and Navigation: user friendly  Handy  Design  Dual SIM Cons:  Battery  No MicroSD slot  No NFC  No 4G  No KitKat  Low quality Speakers Average:  Device performances Wiko Mobile - 2014 4
  • Agenda 1- Introduction 2- Project Presentation 3- Global Action plan 4- Marketing Operations 5- Next Step 6- Conclusion / Questions Wiko Mobile - 2014 5
  • DARKBLUE™ 2300 mAh Wiko Mobile - 2014 6
  • To be free… Wiko Mobile - 2014 7
  • DARKBLUE™ Price: 275 euros TTC Date of launch : April 2014 Wiko Mobile - 2014 8
  • Agenda 1- Introduction 2- Project Presentation 3- Global Action plan 4- Marketing Operations 5- Next Step 6- Conclusion / Questions Wiko Mobile - 2014 9
  • Action plan • Battery enhancement: – Can we do it internally? Tinno? – Do we outsource? Which vendor? (R&D + Purchase department: 1 week) – Test it (R&D: 1 Week) – Implement it (R&D: 1 week) • Total: 4 weeks max Wiko Mobile - 2014 10
  • Action plan • NFC feature: – Contact NFC chip manufacturers: NXP, Qualcomm, Shanghai Fudan, Toshiba (R&D + Purchase department: within 2 weeks) – Implement it (R&D: 1 week) – Test it internally (R&D : 1 week) – Test it with NFC Sim in partnership with MNOs/Cityzi (R&D + MkT : 2 weeks) – Certify it (R&D: 3 weeks) – Launch it • Total: 9 to 10 weeks Wiko Mobile - 2014 11
  • Teams Marketing Sales Workshop: Training for sales Brief with Communication Team Action Action Action plan : plan: plan : Workshop with MNOs follow up follow up follow up Workshops preparation Action plan: project presen tation to the teams Contact to the suppliers & retailers Website Page with an agency Wiko Social Medias, PLV Event Workshop with MNOs & Brochure NFCity retailers Product Distribu shipped tion to from the Shenzhen supplier Production Production for s pre issuance issuance Teasing campaign via social media Logistic Production Contact NFC chip manufacturer Battery First Test Test 2 Final Test Contact Cityzi for test & certif NFC implementation Battery Purchase Action plan: Final meeting Sales Training program Contact MNOs Communication R&D Press contact Contact NFC chip & Battery manufacturers W4 January W5 W6 W7 February W8 W9 Wiko Mobile - 2014 W10 March W11 W12 W13 W14 April 12
  • Agenda 1- Introduction 2- Project Presentation 3- Global Action plan 4- Marketing Operations 5- Next Step 6- Conclusion / Questions Wiko Mobile - 2014 13
  • Wiko Mobile yearly event Friday 4th April – Marseille • Guests: Yearly event – Digital Press: Lesechos, lefigaro, 01net, Frandoid, lesnumériques.com, journaldugeek.com – Opinion leaders: Blogs & bloggers – Fans from wikofrance.com/ (selection made before) – Fans from Twitter, Facebook (selection made before) – Local or Trendy Artist for entertaining the event Wiko Mobile - 2014 14
  • Wiko Mobile yearly event • Number of participant: 100 • Budget: 5000 euros • Objectives – Enhance our brand image – Be viral, make buzz – Brand Loyalty Wiko Mobile - 2014 15
  • NFCity: A Treasure Hunt 100 % NFC : in Paris or Marseille • In partnership with NFCity, a small startup based in Paris • To organize a Treasure Hunt 2.0 with NFC tags & Qr Codes in mid April 2014 • The winner can get 5000 euros gifts (video) Wiko Mobile - 2014 16
  • Wiko Mobile & NFCity • Budget: 6000 euros (Gifts, NFC tags, Mobile App, Flyers…) • Objectives: – To encourage people using NFC – To create an experience 2.0 – Enhance Customer Loyalty & Wiko Community – To be viral (#WikoNFC) and make buzz Wiko Mobile - 2014 17
  • Agenda 1- Introduction 2- Project Presentation 3- Global Action plan 4- Marketing Operations 5- Next Step 6- Conclusion / Questions Wiko Mobile - 2014 18
  • Next step Product enhancement: Q4 2014 / Q1 2015  Wiko Next Generation: SUNBEAM™ 4G features + Offer Launch with FREE Mobile : « L’offre 4G 100 % low cost cost à la Française » Android KitKat ™ + Host Card Emulation NFC mode Solar panel surface in collaboration with Wysips™ Memory Ram enhancement BLE Speakers improvement Color versions (Sand, Grey…) Accessories Wiko Mobile - 2014 19
  • Agenda 1- Introduction 2- Project Presentation 3- Global Action plan 4- Marketing Operations 5- Next Step 6- Conclusion / Questions Wiko Mobile - 2014 20
  • Conclusion • DARKBLUE™ edition • Additional features: Battery enhancement & NFC feature • Price 275 euros (+ 6 euros or +2% ) • Date of launch: April 2014 (2 months & ½) • Communication plan: 2 new events (11 000 euros) • Next step: SUNBEAM™ generation Q4 2014 Wiko Mobile - 2014 21
  • Thank you for your attention