This document provides a situational analysis and marketing plan for DJI's immersive VR goggles. It identifies DJI's strengths in the drone market but minimal market share in VR/FPV goggles. The solution is a touring event in UK cities to demonstrate the goggles' capabilities. The objectives are to increase goggle sales 20% and position DJI as the industry standard for VR headwear. The target markets are drone enthusiasts aged 15-35 and creative professionals. The campaign concept, message, and integrated promotional mix are outlined along with budgets for the arena tour, TV, social media, and other placements.

1. DJI
#IMMERSEYOURSELF
EVENT
By Sunny Dhesi
Account Manager

2. Situational Analysis
■ Strengths
– Market Leader in Drone Market (70%)
■ Revenue in 2017 was equal to £1.9Bn
– Diverse Product Range
■ Low-end and high-end drone dominance
■ Weaknesses
– Minimal market share of VR/FPV Goggle Market
■ Competitors such as Sony, Google and Samsung collective own 50%
– Competitor Product Development
■ Solution
– Create a persona for DJI within the UK market to differentiate itself from
competitors
– Highlight to key features of the DJI Goggles
– Produce an integrated campaign to stimulate an emotional response and

3. Situational Analysis
Stakeholder Mapping
Inter
est
of
Stak
ehol
der
Keep Completely Informed
• Arm/Navy
• Sales Team
• Coalitions/Organisations
Manage Most Thoroughly
• Political Influencers
• Marketing Team
• Industry Professionals
• Research and Development Team
Regular Minimal Contact
• Alliance for Drone Innovation
• Distributers
• Blogs (UAVwire, DroneBlog, DroneEthusiast)
• Conferences/Events
Anticipate and Meet Needs
• Amateur Photographers
• Amateur Videographers
• Recreational Consumers
Influence of Stakeholder

4. Situational Analysis
Competitor Analysis
Brand Image Price Attributes Weaknesses
• Industry Standard
• Premium
• Wearable Tech
• Minimal
Knowledge
£329-429 - 140 degrees
FOV
- Connect Pairs of
DJI Goggles
- OcuSync Video
- Expensive
• Competition Level
• Market Experts in
Racing
£234.75 - 30 degrees FOV
- HDMI Support
- Low FOV
- Not compatible
with other brands
• VR Experts
• Entertainment
£299 - 360 perspective
- 4K video
- Needs Gear360 to
record
• Console VR
• Basic
£239.99 - Headset,
Controller &
Camera
- Lowest quality
video display

5. Identified Problem
BCG Model Market Share
Market Growth
Stars
DJI Phantom Series
Question Mark
DJI Goggles
Cash Cow
Ronin-M Dogs
OSMO Camera

6. Previous Promotion
■ ‘Get Flying with DJI Spark’
– Worldwide event and allowed for potential consumers to use the
drones pre-purchase.
■ DJI Goggles
– Previous marketing material for the Goggles
showcased its social value of being able to share
the moment with peers.

7. Product Life Cycle
■ The DJI Goggles are currently within the Introduction stage of the product life
cycle among the rest of their portfolio.
■ Thrust the DJI Goggles into the
marketplace as a device that allows users
to immerse them-selves into the FPV of
the drones they use.
More focus on its
marketing could see it
take a large share of
the VR/FOV market.
DJI Mavic - its
portability allows for
wide commercial
appeal.
OSMO and Phantom
series are peaking in
their markets.
DJI Spark is decreasing in
sales, assumed cause is
wider product range
allowing for more choice of
alternatives.

8. Objectives
■ Communication Objectives
1. Increase brand awareness by 35% towards 15-35 year olds by the end of 2019
2. Position DJI Goggles as an industry standard in VR/FPV by the end of 2021
■ Corporate and Marketing Objectives
1. Increase profits in the headset market by 30% by 2020
2. Grow market share of FOV/VR headwear industry to 10% of market by 2021 by
communicating the benefits of the Goggles
3. Increase DJI Goggle sales by 20% within 12 months of campaign launch through
an integrated campaign

9. Target Market
■ Segmentation
– Young people (15-25)
– Creative Industry Professionals (Photographers/Videographers)
■ Targeting
– Professional Drone Users & Recreational Users for entertainment
■ Ease of adoption of the new technology
■ Recreational users to compete in races with the RE Goggles, and industry professionals with the use of
the Head Tracking Technology
■ Positioning
– Product with a multitude of applications. As a highly premium-built product, it would be positioned
as an item for both industry use and middle/upper-class families.

10. VR/FPV Perception Map

11. Target Market
Pen Portrait
■ Recreational Consumer

12. Target Market
Pen Portrait
■ Industry Professional

13. Campaign Concept
■ A touring event around the UK to showcase what the DJI Goggles are capable
of.
■ Visit major cities and have a week long exhibition to entice the local
communities to engage with the DJI brand.
■ Through competitions, demonstrations and audience participation, DJI would
directly interact with potential consumers thus creating strong brand
relationships.

14. Message
■ Tone of voice
– Fun, Knowledgeable, Energetic
■ Emotional appeal
– Dramatic, Intense, Fast-paced (showcase Racing Edition Goggles)
Promotional Mix
Advertising Online video streaming sites, billboards and TV campaigns
Sales Promotion During campaign there will be special offers available to entice potential consumers to
purchase DJI Goggles
Direct Marketing Each location during event direct marketing would be implemented through personalised
marketing messages of each city
Publicity (PR) The uniqueness of the campaign (tour) allows for local/national press to generate earned
media for DJI through reviewing the experience, consumer ratings and consumer
demonstration of the Goggles

15. Above and Below Line
■ Above
– TV broadcasting, Multiple Billboards, Online Video Streaming Sites and
Social Media utilisation
■ Below
– Display Area of drones and DJI Goggles ready for on-site purchase
– Ability for one-to-one demos trails of the Goggles at the display area

16. DJI Racing/Showroom Event
■ Arena
– The DJI Event will take place in a portable arena that would be built on-site for each
location
– The arena would house the racing events, speed lap contests and other competitions
■ Competitions
– Head-to-head races
– Quickest Lap
– Obstacle Course
■ Demonstrations
– Showcase the features of the Goggles as passers-by can gage what the product involves
Prizes
Ability to win drones
Branded goody-bags
Free sets of DJI Goggles

17. Construct of DJI Arena
Demo Area:
Arena:
Example of Obstacle Course:
Obstacle Course:

18. Sales Poster

19. Examples of Creative Materials
■ Billboards
– 12 digital screens per location, 8 locations over 4 months
– A combined 2,000 hours of exposure over a 2 week period of advertising
– Each billboard campaign would last 2 weeks and then move to the next
location

20. Examples of Creative Materials

21. Online Media & Broadcast
■ Youtube / Instagram / Twitter
– DJI are almost exclusively advertising online through multiple platforms
– Furthering the brand consistency means that the use of the budget will be
placed on producing high-end online video production
■ Broadcast
– Same message would be displayed, brand consistency would be
maintained

22. Media Placement
■ Twitter
- Promoted Twitter Trends
o #ImmerseYourself would launch at the start with potential exposure of DJI to a large number of
consumers and allows for many to become instantly brand aware.
■ Snapchat
- Geo-filters per location
o Local awareness and brand recognition towards those who are likely to attend the event as
young people are inclined to use snapchat than other demographics.
- Sponsored Lens
o Allows for 3x more engagement than other applications.
o An animated lens would allow users to have a visual representation of what the drones look like
mid-air.

23. Snapchat Lenses

24. Facebook Ads

25. GANTT Chart
■ GANTT
Media
Methods
Jan Feb March April May June July August Sept Oct Nov Dec
TV
Billboards
DJI Event
Tour
Facebook
Twitter
Youtube

26. Budgeting for Arena Tour
DJI Tour Tools Cost Use
Arena £65,297.95 Portable Commercial tent
Construction & Transport £20,000 The upkeep of the arena at each
location
Lighting £2,850 Flood Lights and Spotlights
Obstacle Course Equipment £4,102 Air Gates, Fly-through Rings, Air
Cones, Air Flags
Total Cost
£92,249.95

27. Budgeting for TV Media Placement
■ The TV Campaign would run for 4 months (Feb-March) then (Aug-Sept)
– Factual Channels
– Children Channels
– General Broadcast Channels
Discovery
Channel
£150 per slot 4 slots per day
7 days per week
448 total
slots
£67,200
NetGeo £120 per slot 4 slots per day
7 days per week
448 total
slots
£53,760
Disney
Channel
£150 per slot 3 slots per day
5 days per
week
240 total
slots
£38,000
Nickelodeon £350 per slot 3 slots per day
5 days per week
240 total
slots
£84,000
BT Sports £200 per slot 3 slots per day
5 days per week
240 total
slots
£48,000
ITV £20,000 per
slot
3 slots per day
3 days per week
Every other week
72 total slots £1,440,000
GuerillaScope (2018)
Total Cost = £1,730,960

28. Budgeting for Social Media Platforms
■ Snapchat Ads
■ Snapchat GeoFilters
■ Snapchat Interactive Filters
GeoFliter Cost
London £5,446.46
Birmingham £2,734.20
Manchester £2,456.60
Liverpool £2,032.08
Newcastle £1,503.00
Nottingham £2,104.63
Bristol £2,041.14
Brighton £2,529.21
Snapchat Ads Cost Use
£10,000 per month £60,000 (6 months) Snapchat Discovery, Live Stories and
Friend Snaps
Snapchat Interactive Filters Cost Days
£450,000 Sunday – Thursday
Total Cost
£531,647.22

29. Budgeting for Social Media Platforms
■ YouTube
Use Cost Time
Pre-roll Ads £2 per thousand views
500,000 views = £25,000
4 months April-July
Non-skippable Ads £2 per thousands views
500,000 views = £25,000
4 months April-July
Total Cost
£50,000

30. Budgeting for Social Media Platforms
■ Twitter Budget
Twitter Type Cost Use
Promoted Trend £200,000
Total = £600,000
March, June, August
(Pre-Campaign, Mid-
Campaign and Post-
Campaign)
Promoted Account £3 per new follower
Total = £10,000
Promoted Account
throughout the campaign to
build UK audience
Promoted Tweet £1.35 per engagement
Per Tweet = £5,000
(3,700 engaged accounts)
Total = £80,000 – 16 Tweets
Promote winners of
competitions in local areas,
display pictures of event ThriveHive. (2017)
Total Cost
£690,000

31. Budgeting for Media Placement
■ Facebook Budget
■ Instant results
– Immediate analytics on interaction
■ Targeting through user interests
– Drone hobbyists, tech enthusiasts, RC gaming,
Facebook Ads
Cost Use Time
£2,000,000
Build brand awareness in
the UK Market towards
new consumers
March to August 2019

32. Budgeting for Media Placement
■ Physical
– Print
– DJI Tour Event
Type Amount Cost Time
Bus Stop Poster
(Clear Channel)
12 screens per location
60 slots per hour
£5,000 per location
£60,000 overall 6 months from March to
August
Billboards
48 Sheet Spread – 16 weeks
96 Sheet Spread – 16 weeks
£8,351.52
£9,912
Cost Use Amount of Time
Commercial Tent £97,000 Where the event will take place
4 month duration
from April to July
Lighting £2,850 Flood lights & Spotlights
Obstacle Course Kits £2,140
Air Gate, Fly-through rings, Air Cone, Air
Flag
Airoutdoor (2018)
Total Cost
£180,253.52

33. Total Budget
■ Total Campaign Cost = £5,272,104.79
■ Justified through revenues exceeding £2bn in 2017
■ Small percentage of revenue delegated to market plan

34. Appropriate Evaluation and Control
Techniques
■ Surveys
– After each location, brand ambassador would distribute surveys to those who
partook in the event
■ Web Analytics
– Observation of the traffic to the site pre and post-campaign would distinctively showcase
the difference in the amount of people aware of the DJI Brand and subsequently DJI
Goggles
■ Social Media Impressions
– Through online tools DJI would be able to witness how many
impressions/engagements the brand received during the campaign and how this
had raised awareness to potential consumers