Oppo Smartphone Launch SA - Assignment

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This was an assignment that we got from our institution to come up with a launch event concept for Oppo which will be launching in the next year.

Everything is just a suggestion.

My group partner and myself got 75% for the assignment.

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  • It goes without noting that there is a big demand for smartphones in Developing countries like South Africa.
    The major players in the smartphone industry are BlackBerry, Nokia and Samsung.
    Consumers within this growing market of smartphone users have been driven by a number of reasons, most specifically instant messaging, social networking, email and other services.
    Brands such as BlackBerry, Nokia and Samsung are leading smartphone brands being purchased because of their affordability and exchange value that the consumers obtain. Apple is not within that league because it is relatively expensive.
    As a new smartphone brand, Oppo would be reliant on selling its key features to the consumers who are looking for something different to purchase. A successful key launch will have positive effects on the brand image. An experience of the brand will result to brand affinity.
  • For Oppo, it will be entering into a competitive environment where consumers are constantly exposed to new products, are loyal to their current devices and are not easily swayed by unfamiliar technology.
    For this event, our main aim is to invite key industry personnel who are competitors, developers, retail giants, bloggers and key PR specialists.
    The primary objective of the event is to give the patrons an Oppo Experience to the influencers of the industry and to get them talking about it pre-, during, and post- the event.
    The secondary objective is to provide a platform for the brand to interact and engage with the crowd after the event, through the use of a press conference (QnA Session).
    The demographics are as follows:
    The psychographics are as follows:
  • Exhibition Hall 5A and B will be split into two separate parts. With the 5A being the Launch Room and 5B being the cocktail/networking area.
  • Teasers revealing the device on social media platforms. The device will be revealed as a puzzle, requiring contestants to assemble the pieces of the puzzle – forming the entire device. The competition will allow seven lucky individuals to attend the launch and win themselves a device.
    Duration of the competition – 2 months.
  • The usher/promoters will give information packets to the patrons upon entry. Along with a confectionary.
  • MC is Euphonik. This part of the programme is scheduled to take exactly 1hour 30minutes.
    The speakers will be given 10 minutes to speak
    Taking creative from the movie “Now You See Me”, we plan to surprise the patrons without mentioning that we are displaying the device.
    The lights will be switched off as if it were a technical glitch
    The Skyline notification will beam across the screen slowly
    Staff will quickly assemble the three display stands for the devices across the stage
    The beam will go off. The spot lights will slowly go on, they are to be facing the devices. Dramatic sounds will play as each spot light switches on.
    The Star Wars theme song by John Williams will be played for 1min 15secs as the product is being revealed.
    The MC will then close the event and inform the media that they may take pictures of the device
  • Euphonik
    A household name and a favourite among professional brands such as Daytona Group and Mini Cooper
    Established and self-made brand
    Well spoken
    A favourite amongst all markets and demographics
    The brand association will have a positive effect towards Oppo as they need a credible and influential individual who has that effect on the consumer market.

    Beatenberg
    Youthful and upcoming band, they are already popular in Southern Africa
    Authentic and upbeat sound
    Value for money
  • Gift Bag
    Oppo Mascot figure
    World Sim Card
    Lanyard
    T-shirt
    Brochure

    Feedback
    This is includes a detailed report of the event
    Shows how effective the event was
  • Oppo Smartphone Launch SA - Assignment

    1. 1. OPPO SMARTPHONE LAUNCH Fezile Dhlamini (201210931) Mduduzi Mohlala (201233147) 1
    2. 2. INDEX 1. INTRODUCTION 2. COMPETITOR ANALYSIS 3. SITUATIONAL ANALYSIS 4. VENUE RATIONALE 5. INVITATION DESIGN 6. THE BUILD UP 7. COMMUNICATION PLAN 8. THE BIG REVEAL 9. DÉCOR, STAGE AND RATIONALE 10. MC AND ENTERTAINMENT 11. EVENT TIMELINE 12. POST EVENT ACTIVITIES 13. BUDGET 14. MOOD BOARD 2
    3. 3. INTRODUCTION 3
    4. 4. • OPPO is a global technology brand, with a long history of serving customers in North America, Europe and Asia. • The market that Oppo is targeting is one that is owned by other competitor brands. To describe it, it is hungry for new technology that is of the best quality. • The event is open to people outside of the organisation, such as industry press, distribution partners, or current key customers. The purpose of the product launch event is to create visibility for the new release. • The desired outcome of the event is to leave an unforgettable first impression. Creating a buzz in the industry with talk of Oppo as the ‘New kid on the block’. • Our concepts are inspired by sci-fi movies like “Now You See Me” and the “Star WarsTrilogy” 4
    5. 5. COMPETITOR ANALYSIS 5
    6. 6. Description 2014 The amount of South Africans that are internet users and own a smartphone . Smartphone (92%) Feature Phone (8.1%) The most purchased smartphone brand, based on purchase intents (I.e. Price).Owned by South African internet users. BlackBerry (37.9%) Samsung (35.2%) Nokia (31.4%) Apple (12.3%) The amount of South Africans who own a smartphone Prepaid and Contract.The smartphone operating environment. Prepaid (34.6%) Contract (65.4%) The distribution of smartphone brand operators in South Africa, based on the amount of mobile internet users by South African through a data plan. Vodacom (53.3%) MTN (29.9%) Cell C (12.9%) The average time that it would take a consumer to purchase a new internet enabled mobile phone. After 1 Year (31.1%) Don’t Plan to get a new phone (27.7%) In the next 6 months – 1 Year (17.0%) In the next 3 months (14.3%) 6
    7. 7. SITUATIONAL ANALYSIS 7
    8. 8. MacroTrends that will affect the brand Market Analysis: Why/When consumers purchase Competitive Landscape & Challenges Target buyer / End User Economic: Inflation; contracts; data plans 24.1% = Replace phone <6 months Key Competitors: BlackBerry, Nokia, Samsung & Apple. Demographics: Middle & Upper Class, Corporate Professionals, Suburban/Urban. Social & Cultural: Fast tech adoption rate IM Services Social Networking Email Market Share: BlackBerry 37.9%, Samsung 35.2%, Nokia 31.4% Psychographics: Consumers want to evolve, convenience, quality. They are mainstreamers, aspirers, succeeder, explorer, Technology: Slow innovation; Consumers aren’t accepting; Wi- Fi; Quality 47.1% consumers can recall mobile ads Marketing Strategy: Consumers prefer: (1) Samsung, (2) Nokia, (3) Apple, (4) BlackBerry Strengths & Weaknesses: 8
    9. 9. STRENGTHS WEAKNESSES • Quality Smartphone & manufacturer • Pioneer in new & innovative technology • Worldwide credible brand and product • Highly effective communicative platforms – Feedback • High end competitive device • Marketing and advertising capabilities • Unique UI • Lack of product breadth and offerings at different price points • Comes only in touch – lacking QWERTY keypad OPPORTUNITIES THREATS • Grow within a niche target audience - “2.6% Other” market share of users • Brand alliances with network carriers –Vodacom • Emerging Market – Can quickly expand, qualitative factor can lead to decrease in costs • Market dominated by other big brands- Competition • Consumers not welcoming of a Chinese smartphone • Threat from cheaper substitutes 9
    10. 10. VENUE RATIONALE 10
    11. 11. • Our venue of choice is going to be Gallagher Estate, located in Midrand. • Mid-city central location for the convenience of key industry personnel situated in Gauteng. • The venue hosts a number of corporate events monthly, equiped with state of the art facilities it boasts more than 27000m2 of exhibition space. • The major halls are fitted with evaporative air cooling and heating systems, ducting with water, electrical and communication connections and plenty of organisation officers. • Indoor exhibition complex that will not be affected by the harsh weather conditions – winter. • Gallagher Disaster Management Division is readily available at the venue The floor plan is in the next slide. 11
    12. 12. 12 EXHIBITION HALL 5A & B
    13. 13. 13
    14. 14. INVITATION DESIGN 14
    15. 15. For the invitation of the event, we have decided to make use of the elements that make up the mascot and packaging. The contents of the invitation are: • The Oppo smartphone box • A small booklet • Oppo mascot mock up with 3D paper – info on the sheet / or try other cut out concept Waggener Edstrom PR will be delegated with communication control. This will include: Public Relations, Social Networking, RSVP. Fig. Oppo Mascot 15
    16. 16. THE BUILD UP 16
    17. 17. • We will be forming a Media Partnership with The Times. This will cut our costs of approaching various media outlets to market Oppo as the Times Media has promised a package that will cater to our needs in exchange for exclusivity. • Advertorial Teasers – Competition • The Oppo CEO will communicate with the public and fans of the brand with a weekly #AskOppoCEO to towards the build up of the brand. This will be for a duration of an hour. • Interacting with key industry individuals and organisations online. 17
    18. 18. COMMUNICATION PLAN 18
    19. 19. • The idea for our communication plan is that we have reached an agreement with The Times to enter a media partnership. The Oppo Launch JHB in association with The Times. • With the guests, they will be communicated with via email once they RSVP to the event. • The invitations will be sent out to the selected guests a month to the event launch date. Which will be the following: • Top 4 Cellular providers • Tech Developers • Media personnel • Communications to the public will be done three months before the event on the following platforms: • Print – The Times (Media Partnership) • GQ Magazine, Destiny and Destiny Man Magazine, Popular Mechanics • Online – Social Media, Banners on various websites, Newsletters • Word of Mouth 19
    20. 20. THE BIG REVEAL THINK MAGIC! Expect an optical illusion. EVENT PROCEEDINGS TO BE STREAMED LIVE ON THE SCREEN 20
    21. 21. Guest Arrival • Registrations • Cocktails • Networking • Finger foods • Music will be Lounging 21
    22. 22. Introduction will be 15 Minutes • AVoice Over will introduce the guests walking into the room. • The roomwill be dark with the skyline showing on the stage (screen) • Patrons will be seated and introduced with a latest video which will include the Find 7, Find 5 and N1 • A story shared by Oppo employees about the creation and design process • To end the introduction, the MC (Euphonik) will go on stage and go forth with the proceedings. 22
    23. 23. Main Event • The MC will be going according to the programme and introducing all keynote speakers • Keynote speakers from the organisation will be required to speak about the product and their role in the creation and execution of the product • CEO / COO / Design Thinking Expert / Brand Management Specialist / Product Executive /Technology Director • The product will be revealed and displayed on stage as a surprise abruptly • Competition winner of the devices will be announced and called up on stage before the actual revealing of the devices. 23
    24. 24. Post-Main Event • There will be a booth for the audience to interact with the devices first hand, assisted by the Oppo Brand advocates. • There will be servings of platters • The media will be given the opportunity to interact with the CEO and keynote speakers. • There will be entertainment by Beatenberg, a live band. • The session will further allow the audience to network – networking session. • Should individuals be interested in pre-ordering the devices, they will be given the opportunity to using the demo devices on display. 24
    25. 25. DÉCOR, STAGE AND RATIONALE THE DÉCOR SUGGESTIONS WILL BE TO BRING THE OPPO BRAND ALIVE. THAT MEANS THAT WHAT YOU SEE ON THE WEBSITE WILL BE FOUND AT THE LAUNCH EVENT. THE VENUE IS GOING TO BE DIVIDED INTO TWO SEPARATE VENUES, HOSTING THREE OCCASIONS. 25
    26. 26. GUEST ARRIVAL MAIN EVENT NETWORKING SESSION Cocktail tables Device display stands with devices – Big Reveal Cocktail tables Green and Blue ambient light setting Glow in the dark or luminescent tape to lead patrons to seats – Tron Legacy themed concept Device Station – audience to engage with devices and Oppo staff Logo to be projected on the walls; Black draping on the walls There will be videographers who will be live streaming the event, cutting from the videos displayed to the crowd reactions. Photo booth – a life size prop of the devices will be placed in front of the media backdrop as a frame for patrons to take “selfies of a selife” and develop them Quotes from the website will also be projected on the walls Ottomans for seating for the guests – they will be coloured as per invite for the guests and labelled for speakers and special guests. There will be a media backdrop upon entry. A life size Find 7 will be placed just in front of the backdrop PR and Media are to be seated at the back of the venue – desks and chairs The Mascot will be welcoming the patrons Stage - 120° screen spread across the stage Entertainment will be lounging music by a DJ to make the crowd feel welcome and comfortable Projectors to screen the logos on the stage and on the floor as the patrons enter. Oppo Branding Raised platform (stage) by 60cm – Lights to focus on the stage. Bar with professional barmen to serve drinks as per coupon redeemed – cash bar to operate post event The light setting is going to be focused on the stage, low green and blue lighting will still be over the seating area to create visibility. 26
    27. 27. MC AND ENTERTAINMENT 27
    28. 28. • The MC for the evening is going to be Euphonik • Musical entertainment will be Beatenberg 28
    29. 29. EVENT TIMELINE 29
    30. 30. TASK 10H00 11H00 12H00 13H00 14H00 15H00 16H00 17H00 18H00 19H00 20H00 21H00 22H00 END STAGE SOUND LIGHTS SHUTTLE SERVICE: TO & FRO FOOD DELIVERIES REHEARSALS PICK UP MC & BAND STAFF BRIEFING RENDITION COMM. DELIVERIES GREEN APPLE CATERERS DELIVERIES MAIN EVENT INTRODUCTORY/ COCKTAILS DOORS OPEN TO PUBLIC NETWORKING / MEDIA SESSIONS ACTIVATIONACTIVITIES 30
    31. 31. POST EVENT ACTIVITIES 31
    32. 32. • The cleaning staff will come in and remove all the rubbish. • The contracted companies will be called in the following morning to come and take down all of the infrastructure. • Payments will be made on the Monday of the following week as an EFT payment, paying the balance from the deposits paid. The staff will also be paid the same way. • Thank You messages will be emailed to the database of the invited guests. • Invited guests will be given a gift bag • Feedback to be compiled and sent to Oppo on the Monday after the event. 32
    33. 33. BUDGET 33
    34. 34. 34 R 602 096.00 ATTACHED SEPARATELY
    35. 35. MOOD BOARD 35
    36. 36. 36

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