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Enjoy Thinking


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Enjoy Thinking

  1. 1. “ E n j o y Thinking” Group - Proudly presented -
  2. 2. The Marketing plan of Samsung MP3 player YP-T55
  3. 3. About Product
  4. 4. YP - T55 <ul><li>Storage Capacity : 256 MB / 512 MB / 1 GB </li></ul><ul><li>Display Capability: Single Colour </li></ul><ul><li>Memory Type : Flash Only </li></ul><ul><li>Compatible Memory: Flash memory </li></ul><ul><li>PC Interface: USB 2.0 </li></ul><ul><li>Model : T he size of a tube of lipstick </li></ul><ul><li>Additional Features: FM Stereo Tuner, Radio Recorder, Voice Recorder </li></ul>
  5. 5. Unique Selling Point <ul><li>Differentiated Design </li></ul><ul><li>Ogg Files Playback </li></ul><ul><li>High Speed Transfer and Mass storage </li></ul><ul><li>DNSE Sound Effect </li></ul>
  6. 6. Target Group a b o u t
  7. 7. Target Group Analysis Sex : Female Age range : 17- 24 years old Favorite Activities : Going to see Movie, Dining out, etc. Income : 17,500 per month
  8. 8. about Positioning
  9. 9. Positioning <ul><li>From the research, almost all target group said “this price is too expensive.” </li></ul><ul><li>Samsung MP3’s awareness is very poor. </li></ul><ul><li>Most of target group is user but isn’t purchaser. </li></ul><ul><li>iPod and Sony MP3 player is more proudly to occupy. </li></ul>
  10. 10. Promotional Plan - Target group’s Awareness Low Television Ad. ( Motion+impact ) Television Ad. can spread but cannot direct. Direct Magazine&Event Media Selection
  11. 11. Ad. In Magazine <ul><li>From the research, our target group usually read fashion magazine, such as ,CLEO and Seventeen and they have same target group with our product. </li></ul>
  12. 12. About print ad. concept <ul><li>3 design & 3 color like the product </li></ul><ul><li>Linking the color with the feeling </li></ul><ul><li>Color Feeling </li></ul><ul><li>Orange Fresh </li></ul><ul><li>Blue Enthusiastic </li></ul><ul><li>White Free </li></ul>
  13. 14. About print ad. concept <ul><li>Indicating the Event </li></ul>Photo Competition “Rhythm of the Fashion” Experienced Marketing
  14. 15. - Target group’s Activities See movies Advertising in the cinema Go shopping Advertising on TV in lift + On BTS IMC = Integrated marketing communication
  16. 17. In the cinema..
  17. 21. In fact, no one listens to MP3 player in the cinema. Please turn off your mobile phone.
  18. 23. Event Marketing <ul><li>Event Ι : Samsung MP3 Catwalk </li></ul><ul><li>When : Saturday &Sunday </li></ul><ul><li>Place : Siam Discovery – Fashionable& Luxury </li></ul>
  19. 24. Event Marketing <ul><li>Event ΙΙ : Photo Competition </li></ul><ul><li>“ Rhythm of the Fashion” </li></ul><ul><li>When : After Samsung MP3 Catwalk event finished 1 month </li></ul><ul><li>Place : Siam Paragon </li></ul><ul><li>Detail : In the opening,we’ll s how the star’s photo related with “Rhythm of the Fashion” and persuade people to join the competition and the competition is about taking your photo and telling the story about it in the subject “Rhythm of the Fashion” and the reward is Samsung MP3 YP-T55 </li></ul>
  20. 25. Example “ I play music because it’s a part of fashion”
  21. 26. “ The Rhythm make me do like fashion show.”
  22. 27. Promotional schedule TIME (month) 1 st 2 nd 3 rd TV Magazine Event Cinema intensive moderate Event(I) will start at the 3 rd Saturday of the promotional plan and Event(2) will begin at the 4 th .
  23. 28. ometing about Budget
  24. 29. Advertising rate in top magazine like Cleo and Seventeen PREMIUM POSITIONS (More than 6 insertions) Outside Back Cover 95,000 Inside Back Cover 60,000 Inside Front Cover Spread 130,000 Page 2 and 3 120,000 FASHION AD RATES 4 Page 120,000 6 Page 150,000 8 Page 180,000 We choose to use 4 pages in Fashion Ads for 2 issues because we want to put Samsung’s MP3 like a fashion property.
  25. 30. Advertising Rate in BTS Advertisement 3,500.-/Panel/Month Package Price 157,000.-/Month No. Of Trains 15 No. Of Panels 45 No. Of Panels/Train 3 Minimum Booking 6 Months Size 40x60 cm. Material Sticker Mount On Future Board Estimated Production Cost 270.-/Panel We cancel to advertise in BTS because it’s too late.
  26. 31. Advertising rate in Television <ul><li>Dominated by </li></ul><ul><li>Variety “Pu-ying thueng Pu-ying” at Ch3 is about 100000-135000 Baht/Min. </li></ul><ul><li>Music Variety “Seed TV” at Ch9 is about 150000 Baht/Min. </li></ul><ul><li>Put the product in program “Samsung Music Poll” in MTV. </li></ul><ul><li>**Ad. for other programs depend on the budget. </li></ul>
  27. 32. Advertising Rate in Cinema &Lift in Siam Paragon <ul><li>Major Cineplex & Siam Paragon can’t reveal it if we don’t have official letter from University. </li></ul>
  28. 34. Thank You for your listening