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By: Brian Biancardi, Jenni MacDuff, Meghan McDonald, & Alex Schnulle
Objective <ul><li>Increase market share </li></ul><ul><ul><li>High quality, lower price </li></ul></ul><ul><ul><li>Trendy ...
Target Market <ul><li>Tween girls </li></ul><ul><li>Caucasian </li></ul><ul><li>Midwest metropolitan </li></ul><ul><li>Mid...
Pricing <ul><li>Flat 15% price cut </li></ul><ul><li>Value objective </li></ul><ul><li>Switching from competitive to penet...
Product <ul><li>Shopping product </li></ul><ul><li>Maturity stage </li></ul><ul><li>Zune pass </li></ul><ul><li>HD radio <...
Distribution <ul><li>Dual channel + intensive distribution = a Zune for every tween </li></ul>
Promotion <ul><li>Demonstrate Zune mp3 player is affordable, “cool”, trendy, individualized </li></ul><ul><li>Connect to t...
Zune Mp3 Player Storyboard 1. Opening scene : Justin Bieber on stage begins singing hit song “Baby,” which will play throu...
2. Girls singing “Baby” Audience cannot hear background music just girls singing
3. Justin continues to sing “Baby” for crowd of excited tween/teen girls.
4. Girls camping singing “Baby” Audience cannot hear background music just girls singing
5. … and back to Justin singing for students
6. Cuts to multiple “tweens”/teen girls dancing and singing “Baby” with no back-up music
The song stops playing for a few seconds and Justin Bieber begins to get sucked into a vortex that funnels into a Zune Mp3...
8. Song ends with “thought you’d always be mine” Win A Justin Bieber Concert For Your Whole School! See Our Facebook Page ...
Zune  Mp3 Player  Print Advertisement Win A Justin Bieber Concert For Your Whole School! See Our Facebook Page for Contest...
www.facebook.com/zunebiebercontest Zune Pass Gift Cards Help You Pass On Bieber Fever Direct Mailing
Thank You
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Zune Marketing Presentation

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Transcript of "Zune Marketing Presentation"

  1. 1. By: Brian Biancardi, Jenni MacDuff, Meghan McDonald, & Alex Schnulle
  2. 2. Objective <ul><li>Increase market share </li></ul><ul><ul><li>High quality, lower price </li></ul></ul><ul><ul><li>Trendy and cool </li></ul></ul>
  3. 3. Target Market <ul><li>Tween girls </li></ul><ul><li>Caucasian </li></ul><ul><li>Midwest metropolitan </li></ul><ul><li>Middle-class </li></ul>
  4. 4. Pricing <ul><li>Flat 15% price cut </li></ul><ul><li>Value objective </li></ul><ul><li>Switching from competitive to penetration </li></ul>
  5. 5. Product <ul><li>Shopping product </li></ul><ul><li>Maturity stage </li></ul><ul><li>Zune pass </li></ul><ul><li>HD radio </li></ul><ul><li>Wi-fi </li></ul><ul><li>Compatible </li></ul><ul><li>My Social </li></ul>
  6. 6. Distribution <ul><li>Dual channel + intensive distribution = a Zune for every tween </li></ul>
  7. 7. Promotion <ul><li>Demonstrate Zune mp3 player is affordable, “cool”, trendy, individualized </li></ul><ul><li>Connect to target with most admired artist, Justin Bieber, as partner </li></ul><ul><li>Social Media Contest </li></ul><ul><li>Justin Bieber concert at junior high schools in major Midwestern cities </li></ul><ul><li>Play ad on The CW, Nickelodeon, MTV </li></ul><ul><li>Run print ad in CosmoGirl, Teen People, Teen Vogue </li></ul><ul><li>Direct Mail </li></ul>
  8. 8. Zune Mp3 Player Storyboard 1. Opening scene : Justin Bieber on stage begins singing hit song “Baby,” which will play throughout advertisement, but with juxtaposed images of him performing the song live on stage and teenage girls singing “Baby” listening to their Zune Mp3 Players with no back-up music
  9. 9. 2. Girls singing “Baby” Audience cannot hear background music just girls singing
  10. 10. 3. Justin continues to sing “Baby” for crowd of excited tween/teen girls.
  11. 11. 4. Girls camping singing “Baby” Audience cannot hear background music just girls singing
  12. 12. 5. … and back to Justin singing for students
  13. 13. 6. Cuts to multiple “tweens”/teen girls dancing and singing “Baby” with no back-up music
  14. 14. The song stops playing for a few seconds and Justin Bieber begins to get sucked into a vortex that funnels into a Zune Mp3 Player. 7.
  15. 15. 8. Song ends with “thought you’d always be mine” Win A Justin Bieber Concert For Your Whole School! See Our Facebook Page for Contest Details www.facebook.com/zunebiebercontest Get In The
  16. 16. Zune Mp3 Player Print Advertisement Win A Justin Bieber Concert For Your Whole School! See Our Facebook Page for Contest Details www.facebook.com/zunebiebercontest
  17. 17. www.facebook.com/zunebiebercontest Zune Pass Gift Cards Help You Pass On Bieber Fever Direct Mailing
  18. 18. Thank You
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