Campaign Media PlanningProjects:1 - A media campaign to support the launch of Epson AcuLaser CX37 laser printer2 - A media...
Epson background and overview“Exceed             Epson develops, manufactures, sales/markets and services information-rela...
Epson brand identity and extensionBrand identity                                  Brand extension & revitalisation        ...
Consultation of Epson local teams    Which parts of the marketing mix would Epson Europe be the most reluctant to change f...
Whats going on in the market?             Anything happening on the buyers’ side?There are two campaignsrunning jointly an...
SME Printer Market           Attractiveness & Growth Potential           All inkjet and laser printer            market gr...
Epson’s market shares2009 EMEA Printer Market Share        Epson share of the SME markets            between major players...
Target audience identification                      Who are we talking to?                              What are the SME b...
Males/females age 15-29 and 31+ across a number of industry sectors 100  90  80  70  60  50  40  30  20                   ...
Cultural relevance to Epson markets                   Values of national cultures are stable: similarities in buyer needs ...
What are the campaigns’ objectives?                         the purpose of the adverts?1.    Scan a QR code (or key a URL ...
Offers and Promotional Discounts              Likibility & perceived competitive uniqueness10 day offers for the launch of...
What are the emotional reasons                      to believe and buy?• Its free, from Epson - your  trusted printing par...
The agreed creative proposition    communication and persuasion, not just recall                  Market .  Market        ...
Campaignvisuals           S.P. Chatelain © 2012
Campaign exposure management     Build campaign reach/frequency across country and media typeCampaign   Cost*   Rating   C...
PR support for the Epson campaign       Press meetings for Epson spokespeople                                             ...
Media infrastructure and influence      Choosing media and attempting to generate synergistic effects                (e.g....
S.P. Chatelain © 2012
Major issuesfacing SMEs:•   Lack of funds•   Poor access to credit•   Late payments•   Access to skilled staff•   Lack of ...
Why embrace Social Media now?1. The new PR                                 Employees              Customers               ...
Social media asthe newer PRLife stageresearch onBuyer’sperceptions fornew media(e.g. twitter,Facebook,LinkedIn, onlinevide...
S.P. Chatelain © 2012
S.P. Chatelain © 2012
(RAPP simulation adapted)
(RAPP simulation adapted)
Performance measurement: balanced scorecardKey strategic                     Financial                          Customer  ...
To sum-up   an operational framework:Thank you for listeningQ&A                                                     S.P. C...
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Epson Campaign Media Planning for the SME Market

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Media campaign for the launch and support of Epson range of laser printers for SMEs

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Epson Campaign Media Planning for the SME Market

  1. 1. Campaign Media PlanningProjects:1 - A media campaign to support the launch of Epson AcuLaser CX37 laser printer2 - A media campaign to support a promotion on the range of Epson laser printers Presented by Samuel Chatelain 4 January 2012 S.P. Chatelain © 2012
  2. 2. Epson background and overview“Exceed Epson develops, manufactures, sales/markets and services information-relatedyour vision” equipment including printers worldwide in 75 different companiesFounded in 1982 Evolving from Seiko (founded in 1942) – the world’s foremost watchmakersGlobal mission Relentless pursuit of innovation whilst creating, producing and providing products and services that emotionally engage customers worldwideKey principles Committing to ethic, trust, honest dialogue and preserving the environment Protecting people, assets, and information, prospering with the communityVision 2050 Epson provides the highest level of service and support, to match the renowned quality of its products and is recognised for its contribution to the environment.Brand name Epson’ name was derived from the idea of the company being the offspring (”SON”) of the EP-101, the world’s smallest electronic printer (EP)Brand proposition Epson offers an extensive array of award-winning products at the forefront of digital imaging technology for the consumer, business and government worldwideEpson categories • Imaging products: Printers and Micro Piezo technology; Projectors and 3LCD technology; European, American and Russian Point of sales • Electronic devices and other components (e.g. quartz devices/gyrosensor) • Precision products: factory automation and robots (U.S.A.)Printing Product 1. Delivering powerful yet easy-to-use printers that delight global customersStrategy 2. Leveraging Epsons core Micro Piezo technology 3. Serving the home and business markets with innovative business models 4. Capturing business in the commercial and industrial digital printing sectors 5. Developing products that meet the needs of customers in emergingChatelain © 2012 S.P. economies
  3. 3. Epson brand identity and extensionBrand identity Brand extension & revitalisation Product/Service Culture Existing New Leading Market penetration Product development Existing digital Imaging Personality technology Self-image Launch of a B2B Solution Innovator Precision Preserving Protecting new B2B Partnerships Prospering Watchmaker Laser Printer POS Market Physical Reflection Powerful high-quality Market development Diversification yet easy-to- precision use printers delight B2B Laser Electronic devices Ethic, trust, Precision products honest Printer range New dialogue Projectors Relationship S.P. Chatelain © 2012
  4. 4. Consultation of Epson local teams Which parts of the marketing mix would Epson Europe be the most reluctant to change for a local country?Advertising strategy readily changes yet it is shared between local teams and headquarters Resist to change with dominant Readily change with dominant role at headquarter role to local teams • Brand name and logo • Pricing • Advertising execution • Product specifications • Public relations program • Product positioning and • Packaging sizes strategy • Budget allocation to ad/promo/PR • Packaging (surface design) • Types of distribution outlets • Trade promotion programs • Specific media choice • Media strategy • Consumer promotion programs S.P. Chatelain © 2012
  5. 5. Whats going on in the market? Anything happening on the buyers’ side?There are two campaignsrunning jointly and targetingdistinct audiences of SMEsor small businesses in 13countries and one region.There are respectivelyaimed to support the launchof the new Epson AcuLaserCX37 and a promotion onthe range. S.P. Chatelain © 2012
  6. 6. SME Printer Market Attractiveness & Growth Potential All inkjet and laser printer market growth Q3 2011 SME market size in 18 countries 30.0% South Africa 25.0% Saudi Arabia and UAE 20.0% Poland Employees% Growth Enterprises 15.0% Hungary 10.0% Czech 5.0% Spain and Portugal 0.0% Italy Southern Europe Europe France Germany EMEA Northern Europe Africa Spain Middle East UK Central and Eastern Europe -5.0% Nordics -10.0% Netherlands France UK Germany Markets 0 10,000,000 20,000,000 S.P. Chatelain © 2012
  7. 7. Epson’s market shares2009 EMEA Printer Market Share Epson share of the SME markets between major players with medium/average printer density 0.030% 0.025% Others Brother 13% 0.020% 7% HP 0.015% Samsung 41% Electronics 0.010% 7% Epson 0.005% 15% Canon 0.000% 17% S.P. Chatelain © 2012
  8. 8. Target audience identification Who are we talking to? What are the SME buyers’ needs, attitudes, values, e motions and behaviour? Intermediate phase with IT, procurement and finance directors only.Initial and finaltouch points withIT, procurement, finance, operationsand managingdirectors. S.P. Chatelain © 2012
  9. 9. Males/females age 15-29 and 31+ across a number of industry sectors 100 90 80 70 60 50 40 30 20 male 10 0 female 15-29 30+6,000,000 Number of printers by type of enterprises (macro, small or medium-sized) Germany5,000,000 UK Target Audience:4,000,000 France3,000,000 Netherlands SMEs of 11-502,000,000 Nodics/Scandinavians employees in1,000,000 0 Italy vertical sectors Spain 12.00 8.00 2.80 targets and 13 Portugal Printer density - medium Printer density - medium Printer density - average Central and Eastern Europe countries and 1 Saudi Arabia and UAE region? Medium-sized enterprises Small enterprises (11-50 Micro enterprises (< 10 South Africa (51-250 employees) employees) employees) S.P. Chatelain © 2012
  10. 10. Cultural relevance to Epson markets Values of national cultures are stable: similarities in buyer needs France Femi/Hipow/Uncavo/Indiv Finland Femi/Lopow/Uncavo/Collec• Consensus and modesty is important in decision-making • Consensus and modesty is important in decision-making• More verbally oriented, press important, formal & polite • More visually oriented, heavy reader, formal & polite• Use we instead of I, protect; equality/solidarity • Use we instead of I, protect, work/life balance Italy Hipow/Uncavo/Indiv/Mascu Poland Unctol/Lopow/Femi/Collec/Lotor• Wish to stand out to convey status of a powerful person • Informal decision-making in consulting others• More verbally oriented, heavy reader, formal & polite • More visually oriented, heavy reader, lazy hard working• Very verbal, hurried, do not speak without been asked • Judge in pragmatic, not moral, terms, specialisation, plan Germany Lopow/Uncavo/Indiv/Mascu CZ & HU Femi-Unctol/Collec/Lopow• Do not decide alone but consult others • Informal decision-making and consensus• More verbally oriented, heavy reader,, formal & polite • More visually oriented, heavy reader, lazy is good• Talk back to anybody; individual, codetermination, right • Judge in pragmatic, not moral, terms, specialisation Britain Unctol/Lopow/Shotor/Indiv/Nascu South Africa Unctol/Lopow/Collec/Mascu• Informal decision-making towards making quick wins • Informal decision-making, being lazy feels good• More verbally oriented, heavy reader, mutual advantage • More visually oriented, heavy reader• Judge in pragmatic, not moral, terms; freedom, experts • Judge in pragmatic, not moral, terms NL & SE Femi/Unctol-Lopow/Indiv/Lotor SA & UAE Unctol-Collec/Mascu/Hipow• Consensus and modesty is important in decision-making • If a person makes a decision he will make it in consensus with• More verbally oriented, heavy reader, predictable plans peer group in an informal manner, moral terms, lazy is good• Use we instead of I, protect; freedom, life balanced • More visually oriented, press important, family Nordics Femi-Lopow-Unctol/Indiv Iberia Femi/Collec-Hipow/Uncavo• Informal decision-making in consulting others compatible • Consensus and modesty is important in decision-making with their self-concepts, mutual advantages • More visually oriented, press important, family• More verbally oriented, heavy reader; freedom, experts • Use we instead of I, protect, solidarity, moral terms S.P. Chatelain © 2012
  11. 11. What are the campaigns’ objectives? the purpose of the adverts?1. Scan a QR code (or key a URL link)2. Access a micro site3. Purchase the newly launched Epson AcuLaser CX37 laser printer or any other printers within the range.4. Take advantage of the offers and discounts5. Don’t already own a smart phone (to scan QR code) enter a competition to win one.6. Receive the highest level of service and support7. Experience the renowned quality of Epson products. S.P. Chatelain © 2012
  12. 12. Offers and Promotional Discounts Likibility & perceived competitive uniqueness10 day offers for the launch of Promotion discounts on thethe new laser printer range range of Epson Laser printers• Free upgrade to a 3rd tray on • 15% competitive discount for Epson AcuLaser CX37 (10% size replacing existing laser printer discount) from other manufacturers (e.g. Xerox• Free worldwide delivery at Phaser, Samsung, Kyocera, Brothe invoiced address (9% on freight) r, Canon i-SENSYS, Lexmark)• Free ink cartridge refill when they • 10% payment discount for by one (by one get one free) payments received within 15 days• 35% promotional discount to use • 30% volume discount for the the QR code offer within 10 days purchase of 6 or more printers• or Enter a competition to win a • Free membership to Epson smart phone (e.g. iPhone with its Solutions Partnership programme iEpson app) with no obligation to for two years buy if use URL link instead S.P. Chatelain © 2012
  13. 13. What are the emotional reasons to believe and buy?• Its free, from Epson - your trusted printing partner• Get a your offers and discounts now – don’t miss out• Backed with parts and labour warranties.• It has earned enthusiastic reviews from real business users. (See quotes.)• It takes just seconds to select from a range of powerful yet easy-to-use laser printers. S.P. Chatelain © 2012
  14. 14. The agreed creative proposition communication and persuasion, not just recall Market . Market • Few brands in this category are recognised that their products are designed for businesses Brand .Brand • Epson delivers printers that ought to delight global business buyers with forefront technology and business partnership solutions Buyer Buyer . • SMEs S.P. Chatelain © 2012
  15. 15. Campaignvisuals S.P. Chatelain © 2012
  16. 16. Campaign exposure management Build campaign reach/frequency across country and media typeCampaign Cost* Rating Coverage OTS Burst Buying phases Weighting/Timing (£m) (GRP) (%) (x) (wks) Recipients 1s 2n 3r W1 W2 W3 W4 W5Launch 1.5 630 70 9 5 5 3 5 30 12 18 10 30Support 0.5 210 35 6 5 5 3 5 35 10 21 5 29 Reasons for media mix selection and schedulingIssues High frequency Erratic Weighting/TimingMarketing Launch and Market Share Buyers’ behaviourMessage Multiple messages ImageMedia plan Number of media Editorial atmosphere S.P. Chatelain © 2012
  17. 17. PR support for the Epson campaign Press meetings for Epson spokespeople “Buy an Epson printer “Buy an Epson laser because we pride printer because of its ourselves in preservinghigh-quality precision” the environment” Feb March May “Buy an Epson laser printer because it is faster than a motor sport or your existing printer” Media relations to provide placed articles and commentary S.P. Chatelain © 2012
  18. 18. Media infrastructure and influence Choosing media and attempting to generate synergistic effects (e.g. richness, social and utility issues) Online, offline and mobile media Influence of information sources over infrastructure per country the 3 stage of the purchase process600 Towards a leaner medium Mobile 00500 Offline 000400 Online 0300200100 Towards a richer medium 0 S.P. Chatelain © 2012
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  20. 20. Major issuesfacing SMEs:• Lack of funds• Poor access to credit• Late payments• Access to skilled staff• Lack of technology• Lack of materials S.P. Chatelain © 2012
  21. 21. Why embrace Social Media now?1. The new PR Employees Customers • •2. Produce very high • Ideation wikis Social CRM Social Marketing through Blogs, Revenue Side • conversion on leads Insight generation Facebook, Twitter, etc. •3. Important SEO tool from Social Media Crowd-source communities •4. Customers expect Customer engagement organisations to be • Knowledge • communities Listening and social Management Communities monitoring programmes Cost Side5. Significant marketing • Function Wikis • Customer outreach through social data and consumer • Employee suggestion • media Customer service feedback brainstorms support communities S.P. Chatelain © 2012
  22. 22. Social media asthe newer PRLife stageresearch onBuyer’sperceptions fornew media(e.g. twitter,Facebook,LinkedIn, onlinevideo, podcast,webinars) S.P. Chatelain © 2012
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  25. 25. (RAPP simulation adapted)
  26. 26. (RAPP simulation adapted)
  27. 27. Performance measurement: balanced scorecardKey strategic Financial Customer Goals Measures Goals Measuresissues Survive Cash flow Brand image Competitors user1.Daily Credit rating switchingmanagement ofpersonnel Succeed Revenue growth Satisfaction Customer2.Develop experience ratingsindividual Prosper Repeat businessmarketing Retention Ink-refills andplans/budgets to equipmentachieve targets upgrade3.Monitor activitiesthroughout the Internal Business Innovation & learning Goals Measures Goals Measuresteam (setting ofregular targets) Excellence Quality of service Learning curve Time to excellence and delivery4.Provide feedback Training 360 appraisalson performance tomanagement team Alliances Quality of Improvement Time to market5.Implement strategicefficient systems partnerships withacross the board SMEs S.P. Chatelain © 2012
  28. 28. To sum-up an operational framework:Thank you for listeningQ&A S.P. Chatelain © 2012

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