Hisense Indonesia 2017 Marketing Plan Summary

HISENSE INDONESIA
MARKETING PLAN 2017

AGENDA OF MEETING
1. Background Review
2. Research & Findings
3. Communication Plan
4. Creative Materials
5. Report Management

BACKGROUND OVERVIEW
BACKGROUND
OVERVIEW
01
• What is the story behind the brands

•  Globally, Hisense know as one of big electronic company from
China.
•  In 2009, Hisense come to Indonesia market with CDMA operator.
•  From 2012, Hisense became main suplier for Andromax – Smartfren
with 4 mio unit sell.
•  Hisense create their customer service in 13 key city in Indonesia.
•  In 2015, Hisense promote their smartphone with 4G LTE in Indonesia.
HISENSE BACKGROUND

KINGKONG 2
•  Price: Around 2.7 Mio
•  USP:
•  Water resistance
•  Sand resistance
•  Long life Battery
•  Drop down proof
•  AMOLED Screen
•  Gorilla Glass
PURESHOT +2
•  USP:
•  16M Camera, with
SONY sensor
•  3000mAh Fast
charging
•  5.5 inch, corning
gorilla glass
•  933MHz frequency,
3GB RAM memory
•  32 GB Internal
Memory
PURESHOT Lite
•  USP:
•  16GB ROM + 2GB
memory
•  2500mAh
•  All 4G bands in
Indonesia support
•  8M pixels AF rear
camera with flash, 5M
pixels FF Front
F20
•  USP:
•  5.5 inch HD Big
Screen
•  Qualcomm Quad
Core
•  250mAh Battery
•  Black & White design.
PRODUCT LINE-UP Competitor Activity

WEBSITE SOCIAL MEDIA COMMUNITY/FORUM
Key Take Out:
Current Technology
Dual Language
Live Chat
Community/Forum
YoTube: 18,915
Twitter: 489K, 3 Post/day
FB: 2 Post/day
Instagram: 259K, 1 Post/day
Current Campaign: OPPO X RAISA
Previous Campaign: 4 Months ago, Reza Rahardiam & Chealsea Islan
Member:48.023 Post:96.659
News: 5 post/months
KEY FINDINGS:
1.  OPPO massively promotion at all promotion channels (Above the line, and Below the line)
2.  OPPO key marketing is to use mainstream celebrity (ex, Raisa, Chealse Islan, Rio, etc)
3.  OPPO good at maintain their marketing channels.
4.  OPPO have user friendly website and forum.
OPPO SMARTPHONE Competitor Activity

Key Take Out:
Download Support
Dual Language
Others Product
Social Media Connection
YoTube: 3,596, 1 Post/Month
Twitter: 489K, 3 Post/day
FB: 246,659, Like 3 Post/day
Instagram: 11K, 2 Post/day
Current Campaign: EVERCROSS SINGING CONTEST (FB Activation)
Previous Campaign: Special Offer Flip Camera
News, and features comments
Key Findings:
1.  Evercross use digital platform as their main marketing channels.
2.  Evercross communicate as the smartphone for all Indonesian.
3.  Evercross usually use hard selling, and cross branding promotion (discount, buy 1 get 1, etc)
EVECROSS Competitor Activity
WEBSITE SOCIAL MEDIA BLOG

RESEARCH &
FINDINGS
02
• Smartphone current market situation in Indonesia.
• Smartphone competition in Indonesia

SMARTPHONE USAGE IN INDONESIA
The Research

THE MOST WELL KNOW BRAND? (BY CITY)
The Research
Key Findings:
•  Top 3 brands,
Samsung, Xiaomi, and
OPPO.
•  Smartfren get 4% in
total market share.

HOW DO YOU KNOW THESE BRANDS? (BY CITY)
The Research
Key Findings:
•  TVC still the biggest
exposure channels.
•  Social media, and
digital platform can be
alternative channels.
•  PR media can be
consideration channel.

EXPOSURE CHANNELS (BY AGE)
The Research
Key Findings:
•  TVC, Social Media,
Website or Forum still top
for productive ages.

Key Findings:
•  93% use smartphone
•  The older group owns more
smartphones
SMARTPHONE USAGE (BY AGE)
The Research

Key Findings:
•  Samsung is the market
leader, and followed by
XIAOMI.
•  OPPO gain 5% of market.
•  Smartfren gain 3%, and
strong at rural area.
SMARTPHONE OWNED (BY CITY)
The Research

Key Findings:
•  Samsung, Xiaomi, ASUS is the
top 3 own smartphone all
cross ages.
•  OPPO gain 5% of market.
•  Smartfren gain 3%, and
strong at rural area.
SMARTPHONE OWNED (BY AGE)
The Research

Key Findings:
•  Quality, User friendly, and
Trusted brand are main
criteria choosing
Smartphone.
•  Price & Camera still sexy to
communicate.
CRITERIA CHOOSING SMARTPHONE (BY CITY)
The Research

Key Findings:
•  Samsung = Good quality
and Trusted
•  XIAOMI = Good Quality +
Good Camera + Price
•  ASUS = Price + High ROM
REASON CHOOSING THIS BRANDS
The Research

Key Findings:
•  Lenovo = Competitive
Price + Friend's Suggestion
•  OPPO = Hiress Cam +
Design + Friend’s
Suggestion
•  Blackberry = Friend’s
Suggestion
REASON CHOSSING THIS BRANDS
The Research

Key Findings:
•  OUT OF BATERRY & ROM
Storage still the main
problems.
•  Assus have issue in
Camera resolution
•  SAMSUNG know as
expensive brand
CUSTOMER FEEDBACKS
The Research

Key Findings:
•  OUT OF BATERRY & ROM
Storage still the main
problems.
•  Blackberry, OPPO has
problems in Storage
capacity.
CUSTOMER FEEDBACKS
The Research

Key Findings:
•  59% satisfied satisfied with their current smartphone
•  XIAOMI owns the highest top box of satisfaction with
amazing ratio (52%)
CURRENT SMARTPHONE FEELS
The Research

WHICH BRANDS WILL YOU RECOMMEND
The Research
Key Findings:
•  44% are willing to
recommend their current
brand to others.
•  XIAOMI own their highest
top box recommendation
level (65%)

WHAT DID YOU DO WITH YOUR PHONE
The Research
Key Findings:
•  Under 18: Play games
•  18 – 25: Listen to music/
watch videos
•  26 – 30: Take photo/selfie
•  Over 30: Check Email

IMPORTANT SMARTPHONE SPECS
The Research
Key Findings:
•  RAM and ROM the most
concern specs all across
the ages.
•  OS, Front & Back
Camera, Battery are
alternative concern.

•  Samsung, Xiaomi and Oppo are the most well-known brands of smartphone in
Indonesia
•  TVC and Facebook are effective channels to leverage brand awareness
•  Samsung is the market leader of Indonesian smartphone market
•  Good quality, user-friendly operation system and trusted brand are main criteria
for choosing smartphone
•  54% unhappy because their smartphones run out of battery quickly
•  59% satisfied with their current smartphone brand and only 8% are loyal with their
current brand while 39% want to switch to other brand of smartphone
•  There is a big gap between Xiaomi and other players in term of satisfaction and
loyalty
•  Social media and chatting are top activities when using smartphone
SUMMARY KEY FINDINGS
The Research

•  Hisense lack of awareness
•  Enhance contents on Facebook Page and other social media platform.
•  39% want to switch to other brand of smartphone. It’s a niche market for Hisense!
•  Promoting on social media and chatting are the best way to leverage brand
awareness.
SUMMARY INSIGHT
The Research

COMMUNICATION
PLAN
03
• How to communicate our product
• What is the right communication to our market

•  Age: 18 – 35 YO
•  Gender: Both Gender
•  SES: B – D
•  Geography: Urban Area
TARGET MARKET
Communication

SEGMENTATION
Communication
•  Character: Brand Switcher,
and Func3onal
•  Treats: Outdoor Ac3vity,
Busy People, and Ambi3ous
Climber
•  Age: 28 – 35 YO
•  Gender: Mostly Male
•  Occupa3on: Senior
Employee
•  SES B – D
KINGKONG II

and Func3onal
•  Treats: Photo lover, Fear of
missing out
•  Age: 23 – 33 YO
•  Gender: Mostly Female
•  Occupa3on: University, 1st Jobber
•  SES B – D
SEGMENTATION
Communication
PURESHOT + 2

Func3onal, Price
•  Treats: Photo lover, Fear of
missing out
•  Age: 18 – 28 YO
•  Gender: Mostly Female
•  Occupa3on: University
•  SES: B – D
SEGMENTATION
Communication
PURESHOT LITE

•  Character: Func3onal, Price
•  Treats: Func3on, Fear of
missing out
•  Age: 18 – 28 YO
•  Gender: Booth
•  Occupa3on: Student
•  SES C – D
•  Geography: Sub Urban Area
SEGMENTATION
Communication
F20

Achieve 30% online engagement within
1 years and increase active customers
traffic or purchasing at least once a
quarter to 39% in a niche market.
2017 Target
COMMUNICATION OBJECTIVE
Communication

CREATIVE RATIONALE
Nowadays people looking for high quality of smartphone
with affordable price. Now, HISENSE trying to adapt that
insight with creating a updated technology to their product
line-up with competitive price align with target
segmentation.

BIG IDEA GENERATION
Competitive Price = Simply to Buy
(+)
Compact Feature = Excellent Smartphone

F 20
SIMPLY CONNECTED
Stay closer to friends and family
than ever before. Features a
Quad Core 1.2 GHz, 5.5′ IPS
Display, 8MP Camera with flash,
for making that special video
call to a loved one.
PURESHOT LITE
SIMPLY ELEGANT/
EXCELLENT IN STYLE
Smart in style. Work
multitasking in a Quad Core
1.0 GHz and Gold Metal
Body, for luxurious
experience.
PURESHOT +2
EXCELLENT SELFIE
Never miss that perfect
moment again. Featuring a
8.0MP front HD camera and
front LED Flash, perfect for
that occasional selfie.
KINGKONG II
SIMPLY EXPERIENCE/
EXCELLENT EXPERIENCE
Water & dust protection IP67
and 3100mHA long live
battery. Just go out & play. All
you need to take it with you
to the great outdoors or on a
weekend trip.
POTITIONING IDEA
Communication

F20
Product Positioning
SIMPLY CONNECTED
Stay closer to friends and
family than ever before.
Features a Quad Core 1.2
GHz, 5.5′ IPS Display,
8MP Camera with flash,
for making that special
video call to a loved one.

PURESHOT LITE
Product Positioning
SIMPLY ELEGANT/
EXCELLENT IN STYLE
Smart in style. Work
multitasking in a Quad
Core 1.0 GHz and Gold
Metal Body, for luxurious
experience.

PURESHOT +2
Product Positioning
EXCELLENT SELFIE
Never miss that perfect
moment again. Featuring
a 8.0MP front HD camera
and front LED Flash,
perfect for that
occasional selfie

KINGKONG II
Product Positioning
SIMPLY EXPERIENCE/
EXCELLENT EXPERIENCE
Water & dust protection
IP67 and 3100mHA long
live battery. Just go out &
play. All you need to take
it with you to the great
outdoors or on a
weekend trip.

WEBSITE
FORUM NEWSLETTER
ADVERTISEMENT SOCIAL MEDIA
ONGROUND PUBLIC RELATIONS
LANDING PAGE
•  Facebook
•  Twitter
•  Instagram
•  YouTube
•  Chatting
Platform
•  Media Gathering
•  Facebook
•  Instagram
•  Line
•  Google Ads
•  SEO
•  Campus Roadshow
HI CLUB
INTERNAL EXTERNAL
MARKETING CHANNELS 2017
Communication

EXPEPRIENCE
PRODUCT
FEATURE/
SPECS
BENEFIT:
CONSUME
R INSIGHT
THEMATIC
EVENT
CURRENT
SITUATION
(Trend Analysis)
Buzzer
PR
On Ground
Social Media
Blog/Web
Digital
Advertisement
COMMUNICATION FRAMEWORK
Communication

01. TOPLINE
(direct, elit content)
THEMATIC
•  PRODUCT BENEFIT
•  PRODUCT HIGHLIGHTS
02. PROOF-POINTS
(simple, factual)
03. BOTTOM LINE
(surprising, emo5onal)
•  HOW TO..
•  TIPS & TRICKS
•  NEWS
•  QUIZ
•  WEEKLY ARTICLES
•  INFOGRAPHIC
•  TESTIMONIAL
•  INSIGHT
PYRAMID OF CONTENT
Communication

JAN
• Tac3cal
Campaign
Launching
• IMLEK
(gree3ngs)
FEB
• Valen3nes Day
(compe33on &
Quiz)
MAR
• Cultural Events
(infograﬁs)
APR
• Fools Day
(video
instagram,
vines)
• Fashion Event
(display ads)
MAY
• Mother and
Baby (How to
content)
JUN
• Ramadhan
(Video series)
JUL
• Holiday 1: Dry
Season (How
to content/
3ps)
AUG
• Independence
Day (Photo
Compe33on)
SEP
• Back to
Campus (Booth
Roadshow)
Direct selling,
product
knowledge,
wall climbing
compe33on.
OCT
• Culinary Event
(Exo3c food
from
Indonesia,
Video Vlog
endorser)
NOV
• Holiday 2: Wet
Season
(Infographic)
DES
• New Years
(How to
content)
PURESHOOT PLUS 2 PURESHOOT LITE/F20 KINGKONG II
Fun & Creative Warm & Humble Bold & Adventurous
PRODUCT
TONE &
MANNER
DIGITAL
ACTIVITY
Website & Landing Page Rejuvenate PR/Media Gathering Campus Road Show
OTHERS
ACTIVITIES
2017 CAMPAIGN ACTIVITY
Communication

CREATIVE
MATERIALS
04
Creative is one of core values that represent our
identity of our business.

OBJECTIVE:
•  To deliver good quality of the product in
clear communication with great visual.
Period: JAN – MAR
References:
http://www.mi.com/id/
http://www.apple.com/id/
COMMUNICATION OBJECTIVE:
•  Audience will get all information about Hisense
(Company, Products, Forum, Social media)
WEBSITE & FORUM RE-DESIGN
Creative
IDEA:
•  We will create a great visual of website to show
beauty shoot of the product, features, and others
communication platforms to audience.
•  We also trying to create user-friendly forum to
attract audience visit and posting.
•  We will capture the excitement of the social
media and use our website as a hub.
DEVELOPMENT PROCESS:
More or less 3 months

REFERENCES:
http://goplaces.theheinekencompany.com/en

OBJECTIVE:
•  To communicate Hisense product, and
brand to our visitor.
•  Get the insight of visitor in the interesting
way.
Period: FEB - MAY
COMMUNICATION OBJECTIVE:
•  Every Hisense smartphone have a connection
with the personality of the audience.
LANDING PAGE WEBSITE
Creative
IDEA:
•  We will create a landing page to show the
interesting of Hisense as a Smartphone brand.
•  We trying to gather data base of our audience in
order to find the insight.
•  This landing page is use to creating a connection
between Hisense products and the audience.
DEVELOPMENT PROCESS:
More or less 4 months

LANDING PAGE WEBSITE
Creative
https://www.youtube.com/watch?v=0QoGzV72wR8
Heineken – Go Places

DIGITAL CREATIVE
MATERIALS
04
• What is the idea on digital platforms

Period: January
Product: Hisense Pureshot +2
Key Messages:
•  Best photo & video
•  Specs Information:
§  8 MP Front Camera
§  Front LED Flash
§  32GB ROM Capacity
§  Hybrid – Dual Sim
§  4G LTE
Consumer Insight:
Celebrate the excitements during the
Chinese New Year with Hisense.
Type Activity:
Information
Idea:
We celebrate the excitement during
Chinese New Year 2017.
Channels:
All Social Media Platforms
CHINESSE NEW YEAR
Digital Creative

Period: Apr
Product: Hisense Pureshot + 2
Key Messages:
§  4G LTE
Consumer Insight:
In this month there is several fashion event like
JKTFashion week, JakClooth, etc
Type Activity:
Information
Idea:
Hisense want to celebrate the fashion month by
creating social media content about fashion.
Channels:
All Social Media Platform.
FASHION MONTH
Digital Creative

Period: Apr
Product: Hisense Pureshot + 2
Key Messages:
§  4G LTE
Consumer Insight:
In this month audience like to celebrate
togetherness with their best friends.
Type Activity:
Vines Competition
Idea:
Hisense will celebrating April Fools by creating
Vines competition with their friends.
Channels:
Mechanism:
1.  Participant need to upload their funny vines
video with hastag
#HISENSEVINESCOMPETITION
2.  Top 10 funniest vines, and well prepare will
be get exclusive merchandise as a reward,
and their vines will be submitted in Hisense
YT Channel..
3.  To redeem the exclusive merchandise,
audience need to visit Hisense Official
Store.
Rewards: Exclusive Merchandise
APRIL FOOLS COMPETITION
Digital Creative

APRIL FOOLS COMPETITION
Digital Creative
https://www.youtube.com/watch?v=I8BaWAnK9VE

Period: May
Product: Hisense Pureshot Lite + F20
Key Messages:
§  8 MP Front, 5M rear Camera
§  Quadcore 1.0
§  Hisense Vision UI 3.0
§  4G LTE
Consumer Insight:
In this month is the best time to prepare for
the holiday season.
Type Activity:
Information
Idea:
Hisense will spread the excitement about family
holiday tips, and information.
Channels:
FAMILY HOLIDAY
Digital Creative

Period: June
Key Messages:
§  Quadcore 1.0
§  4G LTE
Consumer Insight:
People will go back to their hometown to
celebrate the Ramadhan together with
their family member.
Type Activity:
Information
Idea:
Hisense need to create a series video that capture the
moments of Ramadhan and show the how important
of the connection.
Channels:
All Hisense Social Media
References:
Line Ramadhan Video Series
RAMADHAN WEB SERIES
Digital Creative

RAMADHAN WEB SERIES
Creative
LINE Ramadhan - Adzan
LINE Ramadhan - Mudik
https://www.youtube.com/watch?v=HUjCAABNXyQ
https://www.youtube.com/watch?v=273wnliCtW4

Period: October
Key Messages:
§  Quadcore 1.0
§  4G LTE
Consumer Insight:
In this month there a lot of culinary festival,
and peoples love to trying unique food
from Indonesia.
Type of Post:
Informative
Idea:
Hisense will create a simple video Vlog
series that inform the excitement
moments try the unique food in Jakarta.
Channels:
All Social Media Platforms.
References:
Lost in Jakarta YouTube Channels.
CULTURAL SEASON
Digital Creative

CULINARY HUNTER
Creative
LOST IN JAKARTA – MIE ABANG ADE LOST IN JAKARTA – Lizard Blood & Meat
https://www.youtube.com/watch?v=mdaiIObrhJY https://www.youtube.com/watch?v=CBoKgr_5M08

REPORTING
MANAGEMENT
05
All digital channels will be manage, and maintain
in order to find clients satisfaction, and the our
future plan.

1st Week 2nd Week 3rd Week 4th Week
Content Seeding Process:
1.  Share Headline Topics:
•  1 Topline (Monthly)
•  4 Proof-line (Weekly)
•  30 Bottom-line (Daily)
2. Client’s Feedback
3. Client’s Approval
Content Development Process:
1.  Copywriting
2.  Image Composing/Photo shoot
3.  Design Development
4.  Share Creative Materials
5.  Client’s Feedback
6.  Client’s Approval
Content Planning:
1.  Schedule development
2.  Client’s Approval
Content Preparation Content Planning Reporting
Month
Finishing:
1.  Upload Preparation Set Up
2.  Report Development for
previous month.
CONTENT DEVELOPMENT PROCESS
Maintenance

GOOGLE ANALYTICS SOCIAL MEDIA DASHBOARD
•  We will use paid Google analy3cs in order to
measure all the digital ac3vity from marke3ng
channels.
•  We will create social media dashboard that will help
us to measure all the ac3vity in social media
plaborms in detail.
•  We able to compare the eﬀec3veness all our social
media ac3vity.

•  We able to compare our ac3vity with compe3tors.
REPORTING PLATFORMS
Report

SOCIAL MEDIA DASHBOARD
Report
Centralize all your social media analytics data in one tool instead of using a
bunch of different tools or doing it manually.
Integrated Analytics Across
Platforms

Report
Competitive social media benchmarking information comes to you without any work on your
part. Just add the pages or profiles you would like to track and compare, and we do the
work and import all public data available.
Competitive Benchmarking

Get to know the response times and time distribution of your own customer care
efforts and compare them with all your competitors. Learn what your audiences is
writing on your channels, further if and what they are posting on competitor
profiles.
Measure & Compare
Costumer Care
Report

FACEBOOK DASHBOARD
Report
Measurement Systems
Fan Page Analytics Content Analytics
Interaction Analytics Insight Analytics
Key Interacting User
Customer Care Analytics

TWITTER & YOUTUBE DASHBOARD
Report
Measurement Systems
Subscriber Analy3cs Video Analy3cs
Key Interac3ng User Analy3cs Interac3on Analy3cs
Viewer Analy3cs
Followers Analy3cs Tweets Analy3cs
Key Interac3ng User Analy3cs Interac3on Analy3cs
Customer Care Analy3cs

INSTAGRAM DASHBOARD
Report
Measurement Systems
Followers Analy3cs Contents Analy3cs
Interac3on Analy3cs

Hisense Indonesia 2017 Marketing Plan Summary

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Hisense Indonesia 2017 Marketing Plan Summary

Similar to Hisense Indonesia 2017 Marketing Plan Summary (20)

More from Angga Serviam

More from Angga Serviam (20)

Recently uploaded

Recently uploaded (20)

Hisense Indonesia 2017 Marketing Plan Summary