Final Project Ppt

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Final Project Ppt

  1. 1. Contemporary Advertising Final Project 1094100004 Julia Wang 1094100005 Nicole Juan 1094100013 Cassidy Huang 1094100033 Henry Wu 1094100041 Trisha Hsiao
  2. 2. Introduction
  3. 3. Market Targeting
  4. 4. Market Segmentation <ul><li>Geographic </li></ul><ul><ul><li>- urban region in Taiwan </li></ul></ul><ul><li>Behavioristic </li></ul><ul><ul><li>- Age: 18~35 (18 is the legal age for a person to have a driver license) </li></ul></ul><ul><ul><li>-Sex: Male, Female </li></ul></ul>
  5. 5. Market Segmentation <ul><li>Psychographic </li></ul><ul><li>-skin cancer, short-sighted </li></ul><ul><li>-safety guaranteed </li></ul><ul><li>Demographic </li></ul><ul><li>-For user-status variables </li></ul><ul><li>-For usage-rate variables </li></ul><ul><li>-For purchase-occasion variables </li></ul><ul><li>-For Benefits-sought variables </li></ul>
  6. 6. Market Positioning <ul><li>The method we will use is mainly focus on the behavioristic segmentation. </li></ul>
  7. 7. Product <ul><li>Product Name </li></ul><ul><li>Product Diversity </li></ul><ul><li>Product Quality </li></ul><ul><li>Product Design </li></ul><ul><li>Product Speciality </li></ul>
  8. 8. Situation Analysis <ul><li>S.W.O.T Analysis </li></ul><ul><li>Strength- </li></ul><ul><li>Weakness- </li></ul><ul><li>Opportunity- </li></ul><ul><li>Threaten- </li></ul>
  9. 9. Marketing Objectives Survey 1.Do you want your helmet visor with the reaction function ? 2.Do you want your helmet with an anti-slippery function ?
  10. 10. Need- satisfying objectives: Quality Price Our product Almost 60% of people
  11. 11. Sale-target objective: 31.7% 26.7% 37.7% (3%) Profit Rate NT $3,774,900 NT $1734900 NT $340,000 NT $(65,100) Profit 8,115,000 4,755,000 560,000 2,055,000 Cost NT $11,889,900 (26,422) NT$6489900 (14,422) NT $900,000 (2,000) NT $1,989,900 (if sells about 4,422 helmets) Total income One year Six months (1~6month) The second month The first month
  12. 12. Price Policy <ul><li>Helmet is necessity for scooter drivers </li></ul><ul><li>Market price: from NT$100 to NT$1000. </li></ul><ul><li>Our price: NT $450 ( functions, cost, market prices) </li></ul>
  13. 14. Advertisement Objectives Action Desire Conviction Comprehension Awareness
  14. 15. Advertising strategy <ul><li>Target audience: </li></ul><ul><ul><li>This Ad will attract urban people who on the road, such as pedestrian, people who ride scooters or drive vehicles that they will easily see the billboard when they stop at red traffic light. </li></ul></ul>
  15. 16. Advertising strategy <ul><li>Product Concept: </li></ul><ul><ul><li>Put our print advertisement on the billboard in big cities like Taipei, Taichung, and Kaohsiung </li></ul></ul><ul><ul><li>We focus on the reaction helmet visor which will react and change its color into a darker one. </li></ul></ul>
  16. 17. Advertising strategy <ul><li>Product Concept: </li></ul><ul><ul><li>c. We try to give our consumer an image that Super-Visor gives you not only safety but also health-care utility. </li></ul></ul><ul><ul><li>We try to give our customers the best protection of UV. </li></ul></ul>
  17. 18. Advertising strategy <ul><li>Product Concept: </li></ul><ul><ul><li>e. We will convince our target audience that our product is fashionable, convenient, comfortable, and humanized. </li></ul></ul><ul><ul><li>f. We will try to stimulate helmet regular users to visit 7-11 or those non-users to pay attention to our product when they visit 7-11. </li></ul></ul>
  18. 19. Advertising strategy <ul><li>Product Concept: </li></ul><ul><ul><li>g. We will combine our marketing strategy and make them try it on in every 7-11 stores in order to arouse their desire of purchase. </li></ul></ul>
  19. 20. The Communications Media <ul><li>display the advertisement in the billboard in Taipei city, Taichung city and Kaohsiung city </li></ul><ul><li>The advantages of using billboard </li></ul><ul><ul><li>using the billboards is much cheaper </li></ul></ul><ul><ul><li>the ads could be continuously exposed to potential consumers </li></ul></ul><ul><ul><li>can choose the better places in which the billboards are set </li></ul></ul>
  20. 21. The Communications Media <ul><li>the population of riding the scooters is huge </li></ul><ul><ul><li>statistics from MOTC in 2005 of the registered scooters </li></ul></ul><ul><ul><ul><li>Taipei City: 1019726, </li></ul></ul></ul><ul><ul><ul><li>Taichung City: 542588 </li></ul></ul></ul><ul><ul><ul><li>Kaohsiung City: 1092515 </li></ul></ul></ul><ul><li>-> the advertisement will be set in those cities. </li></ul><ul><li>-> the advertisement will be more likely to be seen </li></ul><ul><li>-> the effect of our advertisement could be maximized </li></ul>
  21. 22. The Advertising Message <ul><li>the message In this advertisement </li></ul><ul><ul><li>product concept </li></ul></ul><ul><ul><li>impressions we want to give to our consumers </li></ul></ul><ul><ul><li>— innovative and active . </li></ul></ul><ul><li>use rhyming scheme to draw consumers’ attention. </li></ul><ul><li>-> the consumers can feel closer to and interested in the message we want to deliver. </li></ul>
  22. 23. The Advertising Message <ul><li>slogan “Super-Visor, Save Your future”, </li></ul><ul><li>alliteration and end rhyming skill is used. </li></ul><ul><li>There are puns, too. </li></ul><ul><li>Interpretation of the slogan: </li></ul><ul><ul><li>“ with a person overseeing you, your future (i.e. career) will be secured. ” </li></ul></ul><ul><ul><li>“ the visor of the helmet is super, and your life is secured when wearing it” </li></ul></ul><ul><li>short and simple </li></ul><ul><li>easy to read and easy to memorize </li></ul>
  23. 24. The End
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