This is an IMC campaign for Canon EOSM, 2012. Created by a group of MBA students in International University, Ho Chi Minh City, Vietnam.

1. • Team:
• Nguyen Thi Thuy Trang
• Ton That Nam Tran
• Le Thi Hai Yen
MEGA CAMPAIGN
“TASE IT YOUR WAY”

2. • Executive Summary
• STAGE1 -Situation Analysis
• Internal
• External
• Target Audience
• Market share
• Competitor Analysis
• Positioning
• Bugeting
• STAGE 2 – IMC Plan
• Objectives
• Communication Message
• IMC Tools
What’s for today?

3. Executive Summary
• Canon introduction
• IMC report:
 new product EOS M, a new evolution of SLR camera.
 to identify our internal strength, advantages and our
external factors
 To develop marketing communication objectives which is
consistency with our target customer

4. STAGE 1

5. Canon EOS M - A quick look
• Core benefit: The ability to take video & pictures conveniently
• Generic benefit: The ability to take video & pictures with
professional quality
• Expected product: Brand name, package, warranty, endurance
• Augmented product: Professional quality within small and convenient
design so that customer can easily handle
• Potential product: Free lessons on usage, quick repair service and
toll free telephone number when needed.

6. Target audiences
• For people who want to take better pictures, but don't necessarily
consider themselves photographers or want to become photographers.
DEMOGRAPHICS
Age Group 20 – 35 y.o.
Gender Male(20%), female (80%)
Social Class Middle (upscale) to high income class (Statistics)
GEOGRAPHICS Urban size: HCMC, Ha Noi, Hai Phong, Da Nang, Can Tho
SOCIOECONOMICS
Occupation Mostly: Journalists, artists (singers, models, actors,
dancers, etc.), entrepreneurs
PSYCHOGRAPHICS
Lifestyle (VALS
framework)
+
Believers/think
ers
+ Experiences
Lifestyle: Those who just start to develop interest in
photography and those like travelling.
Personality: Fashionable, hi-tech, trendy, dynamic & love
convenience
Experience: 70% amateur
Brand loyalty: 60% are loyal customers of Canon brand &
40% are brand switcher s

7. +88%
+15%
+10%
+23%
-20%
-37%
-33%
+17%
-12%
-9%
+17%
-9%
-2%
-9%
+6%
-9%
-14%
+1%
-5%
-11%
-36%
-32%

8. UNIT % TTL UNITS
PRICE
HIT LIST
2%

9. Positioning Map
Positioning map

10. Marketing Communication objectives
Sales Objectives (70%) :
To increase sales volume, up to 120 items/month
after launching
Communication Objectives (30%):
To increase knowledge of product brand,
interest, favorable attitudes and image
• To create favorable predispositions
• Timing: Oct 2012 – Dec 2012
• Place: Mostly in big cities: Hanoi, HCMC,
Da Nang, Can Tho

11. Communication budget
Marketing Budget Plan
Research Costs Total 7,100
Communications Costs Total 25,650
Networking Costs Total 254
Event Costs Total 6,515
Promotions Costs Total 1,800
Advertising Costs Total 7,007
Public Relations Costs Total 3,200
ESTIMATED MARKETING GRAND TOTAL $51,526.42

12. STAGE 2

13. “TASTE IT YOUR WAY”
“encourage people to go, to discover the new things, to enjoy the
hobby of photography in their own way”
(to taste the life around them in the new way with Canon EOS-M)

14. Interactive marketing
• TA: online & social network users
• Action:
– Teaser clip (FB & Youtube)
– Create fanpage for Canon EOS M
– Event support
– PR support
– Sales promotion support

15. PR
• Press Release & PR acticles (editorials & advertorials)
• Print: Doanh Nhan SG, Cam nang Mua sam, Tu Van Tieu Dung, Dien
Tu Tieu Dung, The Gioi So, Her World, Cosmopolitan, Phong Cach,
Elle
• Online: PC World, VnExpress

16. Advertising
• Print ads: Nu Doanh Nhan, Cam nang Mua sam, Tu Van Tieu Dung, Dien
Tu Tieu Dung, The Gioi So, Her World, Cosmopolitan, Phong Cach,
Elle
• TVC: online chanel (Localized)

17. Event
• Product lauching: “Perfect Inherited Canon EOS M”
• Location: Fuse bar
• Target audience: Journalist, artist, singer, dancer,
actor...
• Objective: Make awareness about the new product

18. Sales promotion
• Photo contest:
“TASTE IT YOUR WAY”
(to win the Prize: a trip to Hong Kong
and EOS M testing)
• Sweepstake
• "Click like and surprise”
• Offer EOS M training club member
card

19. The end