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  1. 1. CASE 8-3: Hallmark Sound Card Product Launch: Sweet Music! Presented By: Divya Sukumar & Miranda Lou
  2. 2. Introduction
  3. 3. Introduction
  4. 4. Overview <ul><li>Losing relevancy </li></ul><ul><li>New branding position </li></ul><ul><li>Innovative, not original </li></ul>
  5. 5. Research <ul><li>Four research studies: </li></ul><ul><ul><li>Product research </li></ul></ul><ul><ul><li>Consumer focus groups </li></ul></ul><ul><ul><li>Sales data research </li></ul></ul><ul><ul><li>Consumer online idea exchange </li></ul></ul>
  6. 6. Goals/Objectives <ul><ul><li>Impact: Raise consumer awareness </li></ul></ul><ul><ul><li>*15% - younger generation </li></ul></ul><ul><ul><li>Output: Increase sales </li></ul></ul><ul><ul><li>*10% </li></ul></ul><ul><ul><li>* Media relations </li></ul></ul>
  7. 7. Strategies <ul><li>Create surprise and </li></ul><ul><li>excitement </li></ul><ul><li>Reach beyond regular </li></ul><ul><li>consumers </li></ul><ul><li>Tell a story </li></ul><ul><li>Media attention </li></ul>
  8. 8. <ul><li>MTV Video Music Awards </li></ul><ul><li>Fan club sites </li></ul><ul><li>Radio trade-for-mentions </li></ul><ul><li>Radio media tour </li></ul><ul><li>Customized pitching </li></ul>Tactics
  9. 9. Characteristics of Excellence <ul><ul><li>Strategic management </li></ul></ul><ul><ul><li>Separation from marketing </li></ul></ul><ul><ul><li>Single, intergrated department </li></ul></ul><ul><ul><li>Two-way symmetrical </li></ul></ul><ul><ul><li>Schema for PR </li></ul></ul><ul><ul><li>Equal opportunity </li></ul></ul><ul><ul><li>Activism </li></ul></ul>
  10. 10. Evaluation <ul><li>Sales Results </li></ul><ul><li>- Increase </li></ul><ul><li>Growth </li></ul><ul><li>- Relevancy </li></ul><ul><li>*Our Analysis: </li></ul><ul><li>Successful! </li></ul><ul><li>Increase two-way communication </li></ul><ul><li>AOL suite </li></ul><ul><li>Unspecified target audience </li></ul>

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