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As a group, we had to introduce a new smartphone in the Georgia market for our final project in Brand Management class.

As a group, we had to introduce a new smartphone in the Georgia market for our final project in Brand Management class.

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  • Three main cellphone carriers: Magticom, Geocell and Beeline Market Share in 2010 In terms of media consumption, television and radio are the major sources of information for Georgians Newspaper Readership is low Underdeveloped Infrastructure: low internet penetration + poor postal office service no direct marketing
  • Prefer prepaid card Financial barrier to health care service High Cardiovascular mortality and morbidity rate Unhealthy lifestyle Lack of medical knowledge
  • http://www.zcool.com.cn/gfx/ZMTgwNzE2.html http://www.zcool.com.cn/gfx/ZMjEzNzcy.html რაsდვებგ

Transcript

  • 1. Republic of GeorgiaTeamRepublic of Georgia Stella Wang 4: Candice Chen, Dely Keza, Rachel Qin,
  • 2. Georgia4.5 million 705.9 Gel per month =$422.6 Country Profile
  • 3. Mobile Industry and Competitors Situation Analysis
  • 4. Collaborators 2011: Civil Georgia Situation Analysis
  • 5. Customers Insights Limited household income Prepaid card Financial barrier to healthcare service High Cardiovascular mortality and morbidity rate Unhealthy lifestyle Situation Analysis
  • 6. The solution is “RASDEC with a medical Control of physical well built-in app” being at a lower cost RASDE CDoctor in YourPocket Needs & Solution
  • 7. - Want to improve health at an affordable cost - Not enough knowledge of keeping a healthy lifestyle - A limited budget for health care services - Do care about their and their family’s health conditionA user-friendly resource tool to empowerconsumers to lead a better life at an affordableprice. Target Audience, Differentiation & Positioning
  • 8. Healthier lifestyleDoctor in YourPocket Ingredient Brand
  • 9. Objectives RASDEC რაsდვებგ Doctor in Your Pocket Marketing Plan
  • 10. “Be In Control. Be Healthy” Campaign Pre- campaign Campaign Post- campaign Doctor in Your1st Month 3rd Month Pocket 9th Month Rasdec Launch 6th Month Testing BTL Marketing CRM Marketing Traditional Marketing Marketing Plan
  • 11. Distribution
  • 12. BTL Strategies
  • 13. Message Use Easy toDoctor in HeaYour Pocket lthi er Message & Ads
  • 14. TV Ads 94% Independent Imedi Rating Ad1 Ad2 Ad3 Be in Control. Be Healthy Doctor in Doctor in Doctor in Your Your Your Pocket Pocket Pocket 3 months Message & Ads
  • 15. Radio3 months from launch date Rural People 60% სერვისის დღიური საფასური - 5 თეთრი სერვისის განახლება მოხდება ყოველდღე. თუ მომსახურების Message & Ads
  • 16. Event• 1 month after the launch SMS-ის სტანდარტული ფასი . სერვისის დღიური საფასური - 5 თეთრი სერვისის განახლება მოხდება ყოველდღე. თუ მომსახურების Message & Ads
  • 17. Doctor in Your Pocket Tbilisi Kutaisi Rastavi40% Batumi Doctor in Your Pocket Manage Brand
  • 18. Chat 13 /month DiscussDoctor in Your 78 = free month service CommentPocket CSR Programs
  • 19. Thank you