2. Summary/Brief
● Create strong brand
awareness
● Social media app
available for Apple
products
● Target audience: teenage
girls from 13-17 years old
● Utilize media channels to
advertise new product
● Goal: to become the
leading social media photo
3. Situational
Analysis
• Primarily used in UK currently
• Growing over 100,000 new users a week
• Launched in May 2014
• Has over 1 million downloads in 150
different countries
• Attracted multiple celebrities to use the
app
• Competing with other top social media
sites (Facebook, twitter and instagram)
• Aiming towards fashionable youthful
teens
4. SWOT Analysis
Strengths:
• Made for this generation
• Unique social media app
• Seasonal/Holiday filters
• Celebrities using the app
can attract new customers
• Funding and association
with ITunes
Weaknesses:
• Many competitors
• Use of headphones
recommended
• Not established outside
Opportunities:
• Celebrity endorsements
• Events to raise
awareness
• New filters
• Upload personal songs
• Expand to other phone
products (Ex. Androids)
Threats:
• Emerging social medias
• Instagram and Snapchat
that are already
established in U.S.
5. Objectives
1. Develop a strong brand awareness in
U.S
2. Position Tunepics as a more attractive
and unique option over competitors
3. Encourage users of Instagram to switch
to Tunepics
4. Develop a strong brand loyalty with
consumers through sales promotions
5. Encourage users to promote Tunepics
through world-of-mouth marketing
6. Budget
• $1,000,000 for TV ads on MTV and
VH1 ($500,000 x2)
• $180,000 for magazine ads (5
magazines x 36,000 – full page, 4
color)
• $1,000,000 sales promotion, internet
ads and guerrilla marketing
• $400,000 other medias such as radio
and billboards
7. Strategy
• Soundtrack Your Life
• Secondary audience is all American
middle and high school students
• Seeking self expression from peers
• Position Tunepics as the only option
for our targeted generation
• Bold, bright, unique and cool place for
young teens be creative and be
themselves
8. Evaluation
• Based on how many U.S. citizens
actually download Tunepics
• Compare statistics on how often
Tunepics is used
• Receive feedback
• Look at social media mentions with
hash tags on Twitter or likes of
Facebook
• Track response from sales
promotions and direct mail
