Microsoft Marketing Protege 2011 - Grand Final Presentation (3rd Place)

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Microsoft Marketing Protege 2011 - Grand Final, Sydney/Australia | 3rd Place …

Microsoft Marketing Protege 2011 - Grand Final, Sydney/Australia | 3rd Place

Product: Windows Phone 7

Brief: "Provide recommendations on how to market Windows Phone 7 to make it the number one phone choice for the Australian tertiary student audience!"

Note: The presentation of the "creative strategy / execution" was designed to get by without many keynote slides, rather focusing on storytelling techniques + minimal usage of presentation boards, than creating potential distractions by the usage of colourful slides.

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  • 1. MICROSOFT MARKETING PROTÉGÉ 2011: WINDOWS PHONE 7The Grand Final - 24/06/2011, Sydney
  • 2. THE BRIEF "Provide recommendations on how to marketWindows Phone 7 to make it the number one phonechoice for the Australian tertiary student audience!" (Microsoft Marketing Protege 2011: Brief)
  • 3. RESEARCH METHODOLOGY
  • 4. RESEARCH METHODOLOGY OUR APPROACH QUANTITATIVE + QUALITATIVEHOW? HOW?QUANTITATIVE ONLINE RESEARCH IN-DEPTH INTERVIEWSWHY? WHY?GETTING A OVERALL UNDERSTANDING OF GETTING A DEEP PICTURE OF THE CONSUMERCURRENT CONSUMER TRENDS & PERCEPTIONSWHAT? WHAT?STATISTICS, REPORTS, CONSUMER TESTS,... COGNITIVE, AFFECTIVE AND BEHAVORIAL INSIGHTS
  • 5. QUANTITATIVE RESEARCHCONSUMER BEHAVIOUR TRENDS
  • 6. CONSUMER BEHAVIOURTREND I: MOBILE SHOPPING25% 1/3 OF AUSTRALIANS DID SO MORE THAN USED THEIR PHONE TO SHOP ONCE A WEEK eBay Research by Pure Profile ONLINE IN 2010 media.ebay.com.au Sept. 2010
  • 7. CONSUMER BEHAVIOUR TREND II: MOBILE BANKING/FINANCE INCREASE OF AUSTRALIANS WHO USE THEIR PHONE FOR... +26% +42% BANKING: PAYMENTS:Sixth Annual Australian Mobile Phone Lifestyle Index AT LEAST ON A MONTHLY BASIS (COMPARED TO 2010)by AIMIAOctober 2010
  • 8. CONSUMER BEHAVIOUR TREND III: MOBILE APPLICATIONS GAMES TOP APP-DOWNLOADS 5 (BY CATEGORY) NAVIGATION NEWS/WEATHER SOCIAL NETWORK PHOTOGRAPHYSixth Annual Australian Mobile Phone Lifestyle Indexby AIMIA SEARCHOctober 2010
  • 9. CONSUMER BEHAVIOURTREND IV: MOBILE vs DESKTOP/LAPTOPEMAIL: 28% AUSTRALIAN SMARTPHONESOCIAL NETWORK: 24% USERS WHO ACCESS SERVICESEARCH ENGINE: 19% MORE FREQUENTLY VIANEWS/WEATHER: 18% MOBILE THAN VIA OTHER DEVICE.NAVIGATION: 15% Telstra Smartphone Index by The Nielsen Company June 2010
  • 10. CONSUMER BEHAVIOUR BUT: AT THE END OF A DAY, A SMARTPHONE IS A PHONE: 40% OF AUSTRALIANS AGED 16+ STATE THE MOBILE PHONE AS THEIR PREFERRED METHOD TO COMMUNICATE WITH approx. FRIENDS & FAMILY!Australia in the Digital EconomyReport 1: Trust and Confidenceby Australian Communications and Media Authority2009
  • 11. GENERATION-YHOW DOES YOUR MARKET THINK?
  • 12. MeetJessica!
  • 13. Consumer ProfileMeet Jessica21 years, Australian, lives in Sydney. Studies Bachelor of Commerce @ USYD Who? Smartphone user Frequent Social Media Engagement Technology = Life
  • 14. Consumer ProfileMeet Jessica Calls, Messaging & Internet What? Recently: Navigation, Banking & Shopping ? Ad-Sceptic
  • 15. Consumer ProfileMeet Jessica Friends = Influence Why? Replacement for Additional Device ? Price: #1 Demotivator When?
  • 16. Consumer ProfileMeet Jessica ? First Provider, then Phone Other? ? Aversion to Switching Convenience + Low Price + Inertia to Switch ? = Provider Loyalty.
  • 17. MARKET POSITIONING
  • 18. MARKET POSITIONING PERCEPTION MAP HIGH PRICELOW VALUE HIGH VALUE LOW PRICE
  • 19. SOCIAL MEDIA ACQUISITION CAMPAIGN
  • 20. SOCIAL MEDIA ACQUISITION CAMPAIGNRATIONALE THE PROBLEM THE MISSION ONLY 10% OF DRASTICALLY RESPONDENTS WERE CREATE AWARENESS AWARE OF THE AMONG TARGET PRODUCT AUDIENCE
  • 21. WHY SOCIAL MEDIA?
  • 22. SOCIAL MEDIA ACQUISITION CAMPAIGNWHY SOCIAL MEDIA?THE BIGGEST INCREASE IN SOCIAL MEDIA USAGE: ENGAGEMENT W. BRANDS of online Australians are actively interacting with companies40% Source: Nielsen, March 2010 via social networking sites.9 in 10 Australians look to fellow Internet users for opinions & info about products, services & brands pre purchase. Source: Nielsenwire, 2010 active Facebook users within Australia, 45% of>10 M Australias total population. (Feb11) Source: Facebook.com, 2011
  • 23. THE I LOVE... CAMPAIGN
  • 24. SOLUTIONTHE I LOVE... CAMPAIGN: MICROSOFTRATIONALE HELPS THEIR INSIGHT #2 TOP 3 BRANDINSIGHT #1 STUDENT ENDORSERSAUSTRALIAN FEES ARE PAY THEIRSTUDENTS EXPENSIVE: STUDENT FEESCONSTANTLY FOR THEIRRUN LOW ON $3000 PER ENTIRE MONEY SEMESTER DEGREE!
  • 25. THE I LOVE... CAMPAIGN:EXECUTION 1. MAKE USE OF THE COMMUNITY TAKE A PICTURE UPLOAD SHARE WHAT YOU LOVE
  • 26. THE I LOVE... CAMPAIGN:EXECUTION 2. LAISSEZ FAIRE PROMOTE BECOME ONE OF MICROSOFTS TOP FANS!
  • 27. THE I LOVE... CAMPAIGN: EXECUTION 3. LA GRANDE FINALE PARTICIPATE IN LOTTERY LUCK DECIDES WINAttention: Due to usage-restrictions, this final lottery can NOT be conducted via Facebook. Nevertheless, the announcement of the lucky 3 can still takeplace on the platform, therefore it will not limit any participation experience.
  • 28. THE I LOVE... CAMPAIGN:BENEFITS FOR MICROSOFTFEEL THEIR L♥VEFURTHER DEVELOP A PLATFORM FOR FUTURE PROMOTIONS EXPLOIT POWERFUL ONLINE WORD OF MOUTH CREATE IMAGE: BE FUN, BE HIP, INTERACT WITH CUSTOMERS ABILITY TO SPECIFICALLY ATTRACT YOUR TARGET GROUP MINIMAL EXPENSES COMPARED TO OTHER CAMPAIGNS
  • 29. CREATIVE STRATEGY
  • 30. INSIGHT
  • 31. CREATIVE STRATEGYINSIGHT STIMULUS GENERALISATION"ALSO CALLED THE RUB-OFF EFFECT, OCCURS WHENEVER A RESPONSE TO ONE STIMULUS IS ELICITED BY A SIMILAR BUT DISTINCT STIMULUS." (QUESTER, PETTIGREW & HAWKINS 2011, CONSUMER BEHAVIOUR, P. 281)
  • 32. THE WE LOVE... CAMPAIGN
  • 33. THE WE LOVE... CAMPAIGNDEAR CUSTOMER,WE LOVE THAT YOU STAY IN TOUCH WITH YOUR BEST FRIEND. WE LOVE THE WAY YOU INTERACTWITH YOUR MATES ONLINE. WE LOVE YOUR WAY OF MEETING FRIENDS. WE LOVE THAT YOU LOVEYOUR FAMILY. WE LOVE THAT THE AVERAGE IS SIMPLY NOT GOOD ENOUGH FOR YOU. WE LOVEYOUR PERSONALITY, THAT YOU ARE INDIVIDUAL. WE LOVE THAT YOU WILL NEVER GET LOST AGAININ A BIG CITY. WE LOVE THAT YOU LIKE TO CHECK YOUR EMAILS ON THE BUS. WE LOVE THAT YOUALWAYS DESIRE TO HAVE A CAMERA AT HAND. WE LOVE THAT YOU LOVE MUSIC. WE LOVE THATYOURE KEEN TO SHOP 24/7. WE LOVE THAT YOU WILL NEVER HAVE TO SET A FOOT INTO A BANKAGAIN. WE LOVE THAT YOU LOVE TO BE ENTERTAINED. WE LOVE THAT YOU LOVE TO PLAY GAMES.WE LOVE THE WAY YOU SHARE HAPPINESS. WE EVEN LOVE THE WAY YOU CHEAT IN YOUR EXAMS.WE LOVE YOUR GOOD SIDES AND YOUR BAD SIDES. WE LOVE YOU! BUT MOST OF ALL... WE LOVE...THAT YOU LOVE YOUR PHONE! YOUR FRIENDS AT MICROSOFT
  • 34. THANKS!MICROSOFT MARKETING PROTÉGÉ 2011:WINDOWS PHONE 7GRAND FINAL: TEAM ARTOHOLICSbyAndreas MAHRINGERAnna TOLICJaime LAIRDDavid GRAEFSpencer WHITEJune 2011