Part 4 of 8 in Account Planning & Management Series Client Brief JP Communication Edition Made by Christofer Felix et al. for Account Planning & Management assignment. Multimedia Nusantara University. ©2018

1. Client | Brief
EDITION
prepared by
Christofer Felix

2. Where Are
We Now
I

3. Brand Market Share Rank
Samsung 31,8% 1
Oppo 22,9% 2
Advan 7,7% 3
ASUS 6,5% 4
Vivo 6,0% 5
others 25,1%
source: International Data Corporation
Market Share ASUS Zenfone 2017

4. "Zenfone 5 distribution
is facing some obstacles.
Therefore, ASUS needs to
maintaining purchase intention
as well as solving those obstacles."
Beginning of The Journey

5. “Customers Purchase Intention
got weaken because of product
unavailability in the market.”
Key Issue

6. • They’re not willing to wait for Zenfone 5 ready in the market.
• They posted & read a lot of negative comments (NWOM)
“HP Ghoib” on ASUS social media channels.
• While Zenfone 5 unavailable, some customers decided to
change their choice to competitors like Mi 8, Vivo V9, or
Oppo Pocophone.
About ASUS Customers

7. Where Do We
Want To Be
II

8. • Expanding market share from 6.5% to 10%
at the end of 2019.
• Distributing Zenfone 5 to all capital cities
across Indonesia in Q1 of 2019.
Marketing Objct

9. Marketing Strategies
• Confirming Zenfone 5 fixed price as Rp 4.499.000
to avoid skyrocketing prices from hoarders.
• Distributing Zenfone 5 massively to targeted
geographic by cooperating with some reputable
distributors & E-Commerce like Lazada, JD.id, BliBli.

10. What Are We Doing
To Get There
III

11. Previous Advertising
Introducing
Zenfone 5
main
features
Introducing ASUS ZenFone 5 | 5Z

12. Previous Advertising
Ian Eastwood was
dancing by using
89 items Zenfone 5
to shows that it’s
more than just a
smartphone, it’s an
intelligent phone.
1 Man, 1 Dance, and 89 ZenFone 5

13. Previous Advertising
Emphasizing that
users no need to have
photography skills,
just Zenfone 5 with
AI Camera. This ad
visualizes how
‘16 AI Scene’ work.
TVC Tatjana Saphira version

14. “Increasing Purchase Intention
to 75% until Q4 of 2019”
Communication Objct

15. Message Development Concepts
• Stimulating the curiosity of TA to the AI Camera.
• Strengthening Zenfone 5 positioning by dramatizing
AI Auto Detect Scene from AI Camera.
• Informing the availability of Zenfone 5 in the retail store.
• Projecting fabulous style and young-spirited tone.

16. Who Do We Need
To Talk To
IV

17. Target Market/Audience
Age : 20 - 40 y.o.
Gender : M & F
Psych : urban society, tech-savvy, photography enthusiast
Geo : all of Indonesia capital cities
SES Level : A & B

18. ✓ Customers’ buying decision of
a smartphone has been built by
combining its specification and price.
✓ Purchase Intention of a smartphone
determined by product reviews, not ads.
✓ Emotional appeal & past brand-
experience caused a brand-loyality.
Discovered Insights

19. ✓ ASUS brand credibility was established
by its computer products.
✓ ASUS products are classy, elegant,
durable & simple.
✓ ASUS usually offers strong performance
& beautiful appearance.
Discovered Insights

20. How Do We Know
That We Have Arrived
V

21. • Measuring the achievement of marketing
objectives & communication objective.
• Evaluating the gap in this brief.
Evaluations

22. Thank
You
Account Planning & Management, 2018