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Integrated Marketing Communication strategy for RadioShack

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CMGT 541: Integrated Marketing Communication Systems Final Project Presentation Deck

Professor Andrea Hollingshead

"Let's Do It Together" - an integrated marketing communication strategy for RadioShack

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Integrated Marketing Communication strategy for RadioShack

  1. 1. Andrea Hollingshead | CEO LET’S DO IT TOGETHER. 1
  2. 2. Stephanie Lin Art$Director Sue Jiang Marke-ng$Manager YuXing Chen Consumer$Research$ Director Seok Won Kim Media$Planner 2
  3. 3. BRAND CHALLENGES FINANCIAL TURMOIL MOBILE/TABLETS ARE DRIVING GROWTH OUTDATED BRAND IDENTITY 4
  4. 4. SITUATION ANALYSIS Market' satura*on Growing' external' compe**on Shrinking' market' share 5
  5. 5. One$of$the$biggest$online$retailers Biggest$player$in$Consumer$Electronics$Store$Industry SITUATION ANALYSIS 18.9% 46.3% 16-35 6
  6. 6. QUALITATIVE FIELD OBSERVATIONS4 INTERVIEWS20 SENTIMENT ANALYSIS SURVEYS91 QUANTITATIVE CONSUMER RESEARCH 46% FEMALE54% MALES 94% 18-44 7
  7. 7. Low$brand$awareness$ Low$brand$regard$46% 41%$Nega.ve$brand$reputa.on BRAND IMAGE CONSUMER RESEARCH 8 Consumer$Preference$#1'
  8. 8. CONSUMER RESEARCH ENGAGE ONLINE Research$online$$ before$purchasing$$60%' 67%$$Prefer$online$shopping 72%))Get$informa.on$ from$social$media 9
  9. 9. SHOW INTERESTS IN FIXING ELECTRONICS MORE FAMILIAR WITH RADIOSHACK LESS LIKELY TO GO BACK FOR BUSINESS 1 - LOWEST 2 3 4 5 - HIGHEST 0 1 1 0 0 2 2 2 2 0 5 2 8 2 2 6 9 14 12 2 6 4 3 3 2 1 2 3 4 5 1 2 3 4 5 FAMILIARITY W/ RADIOSHACK INTERESTSINFIXING ELECTRONICS 1 2 4 2 3 0 10 10 5 3 12 6 8 3 0 0 1 5 7 1 0 0 0 2 0 FAMILIARITY W/ RADIOSHACK LIKELIHOODOFGOING BACKFORBUSINESS 1 2 3 4 5 1 2 3 4 5 CONSUMER RESEARCH
  10. 10. Emphasis on TV advertising • TV$ads$ • Social$Media$plaEorms$ • Interac-ve$Digital$media:$brand$ website,$microsite,$blog$ • Partnerships:$Maker$Media,$liJlebits$ • Print$ • OOH 11 Product Sales Do-It-Together Store Renovation CURRENT MARKETING COMMUNICATIONS
  11. 11. SWOT ANALYSIS PRODUCT$SUPPORT$AND$ REPAIR$SERVICES$FOR$LOCAL$ COMMUNITY CATERS$TO$THE$GROWING$ MAKERS$COMMUNITY LIMITED PRODUCT DIVERSITY WEAK E-COMMERCE SITE COMPETITION FROM BIG BOX RETAILERS COMPETITION FROM ONLINE RETAILERS NUMEROUS$STORES$ INCREASE$RADIOSHACK’S$ CUSTOMER$REACH 12
  12. 12. STRATEGY RECOMMENDATIONS UMP The$“convenience$store”$ for$all$your$techNrelated$ needs Communication Objective Differen-ate$RadioShack,$ genera-ng$posi-ve$ associa-ons Target Audience Anyone$with$$ technological$needs 13
  13. 13. THE DITeam Staying$true$to$the$brand$vision:$ Connec-ng$people$to$innova-ve$ technology Posi-oning:$Tech$experts$ connec-ng$consumers$to$ technology We$are$always$here$to$helpN$ like$your$other$family$member OUR SOLUTION #DITeam14
  14. 14. The Pioneer Characteristics Innova-ve,$curious,$brave,$ op-mis-c$about$the$future Superpower Telepathic Expertise Tech$expert The Defender Characteristics Strong,$sensi-ve,$selfless,$and$resolute Superpower Moves$extremely$fast Expertise It$Happens$Protec-on$Plan 15
  15. 15. CREATIVE EXECUTIONS Social Media TV Spot Further opportunities: • DITeam$workshops$ • Serial$shortNform$video$contents$ online Outdoor Advertising 16
  16. 16. Outdoor Advertising Raising$awareness$about$the$Fix$It$Here!$services 17
  17. 17. Online Campaign 24/7$DITeam$answering$to$tweets$and$posts$with$ the$hashtag$DITeam.$#DITeam 18
  18. 18. Television Spots 19 Storyboards$for$Television$Spots
  19. 19. TV SPOT PROMOTING #DITEAM Using$#DITeam$through$TwiJer/Facebook$ wherever$and$whenever RadioShack$DITeam Family
  20. 20. “The Big Day” Promo-ng$the$It$Happens!$Protec-on$Plan RadioShack$DITeam MaO$ (RadioShack$customer)
  21. 21. FACEBOOK TV$SPOTYOUTUBE TWITTER OUTDOOR$AD “FIX$IT$HERE!”$Service$ “It$Happens”$Protec.on$Plan$ 24/7$Tech$Experts 24
  22. 22. Obtaining'brand' awareness'and' preference MEDIA OBJECTIVES 25 Increasing'purchase' inten*on Retaining'budget' against'compe*tors
  23. 23. BUDGET & MEDIA MIX Sponsorship 6% Promotion 6% Social Media 11% Radio 1% Online (Banner & Search) 17% OOH 6% Magazine 1% Cable TV 33% Sports Marketing (Virtual) 6% Network TV 14% $90$million MEDIA)BUDGET 26 Network TV $ 13,000,000 Cable TV $ 30,000,000 Radio $ 1,000,000 Magazine $ 1,000,000 OOH $ 5,000,000 Online (Banner & Search) $ 15,000,000 Social Media $ 10,000,000 Promotion $ 5,000,000 Sponsorship $ 5,000,000 Sports Marketing (Virtual) $ 5,000,000
  24. 24. FLIGHTING 27
  25. 25. Consumer Research Number of Followers & “Likes” Measuring #DITeam Sen-ment$Analysis$ Focus$Group$ Evaluate$the$number$of$ followers$on$TwiJer$and$ “Likes”$on$Facebook$before$ and$aaer$campaign Measuring$consumers’$ usage$of$#DITeam$on$ TwiJer$and$Facebook EVALUATION PLAN 28
  26. 26. Good things happen when we do it together. 29
  27. 27. THANK YOU 30 Stephanie Sue Jiang YuXing Chen Seok Won Kim

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