Georgia

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As a group, we had to introduce a new smartphone in the Georgia market for our final project in Brand Management class.

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  • Three main cellphone carriers: Magticom, Geocell and Beeline Market Share in 2010 In terms of media consumption, television and radio are the major sources of information for Georgians Newspaper Readership is low Underdeveloped Infrastructure: low internet penetration + poor postal office service no direct marketing
  • Prefer prepaid card Financial barrier to health care service High Cardiovascular mortality and morbidity rate Unhealthy lifestyle Lack of medical knowledge
  • http://www.zcool.com.cn/gfx/ZMTgwNzE2.html http://www.zcool.com.cn/gfx/ZMjEzNzcy.html რაsდვებგ
  • Georgia

    1. 1. Republic of GeorgiaTeamRepublic of Georgia Stella Wang 4: Candice Chen, Dely Keza, Rachel Qin,
    2. 2. Georgia4.5 million 705.9 Gel per month =$422.6 Country Profile
    3. 3. Mobile Industry and Competitors Situation Analysis
    4. 4. Collaborators 2011: Civil Georgia Situation Analysis
    5. 5. Customers Insights Limited household income Prepaid card Financial barrier to healthcare service High Cardiovascular mortality and morbidity rate Unhealthy lifestyle Situation Analysis
    6. 6. The solution is “RASDEC with a medical Control of physical well built-in app” being at a lower cost RASDE CDoctor in YourPocket Needs & Solution
    7. 7. - Want to improve health at an affordable cost - Not enough knowledge of keeping a healthy lifestyle - A limited budget for health care services - Do care about their and their family’s health conditionA user-friendly resource tool to empowerconsumers to lead a better life at an affordableprice. Target Audience, Differentiation & Positioning
    8. 8. Healthier lifestyleDoctor in YourPocket Ingredient Brand
    9. 9. Objectives RASDEC რაsდვებგ Doctor in Your Pocket Marketing Plan
    10. 10. “Be In Control. Be Healthy” Campaign Pre- campaign Campaign Post- campaign Doctor in Your1st Month 3rd Month Pocket 9th Month Rasdec Launch 6th Month Testing BTL Marketing CRM Marketing Traditional Marketing Marketing Plan
    11. 11. Distribution
    12. 12. BTL Strategies
    13. 13. Message Use Easy toDoctor in HeaYour Pocket lthi er Message & Ads
    14. 14. TV Ads 94% Independent Imedi Rating Ad1 Ad2 Ad3 Be in Control. Be Healthy Doctor in Doctor in Doctor in Your Your Your Pocket Pocket Pocket 3 months Message & Ads
    15. 15. Radio3 months from launch date Rural People 60% სერვისის დღიური საფასური - 5 თეთრი სერვისის განახლება მოხდება ყოველდღე. თუ მომსახურების Message & Ads
    16. 16. Event• 1 month after the launch SMS-ის სტანდარტული ფასი . სერვისის დღიური საფასური - 5 თეთრი სერვისის განახლება მოხდება ყოველდღე. თუ მომსახურების Message & Ads
    17. 17. Doctor in Your Pocket Tbilisi Kutaisi Rastavi40% Batumi Doctor in Your Pocket Manage Brand
    18. 18. Chat 13 /month DiscussDoctor in Your 78 = free month service CommentPocket CSR Programs
    19. 19. Thank you

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