This marketing plan aims to increase website traffic and brand awareness among target customers aged 18-24 in Bangkok. It proposes 5 campaigns: 1) a celebrity touch campaign to create buzz, 2) a campaign allowing customers to customize their phone's features, 3) a product showcase at Siam Paragon mall, 4) educational events on the 5 senses, and 5) a puppetry campaign partnering with movie theaters to demonstrate the phone's features. The goals are to increase interactions, perceptions of HTC as fun, and long-term sales.

1. A Marketing Plan
for
•To increase website traffic by 5% among target customer
within two months.
by

2. TARGET CUSTOMER
• University students
and first jobbers
• Age 18-24
• BKK and urban
• Always up-to-date
• Values
socialization, peer
acceptance, and
self-expression

3. MOOD &PERSONALITY
HTC Brand Personality:
• Simple
• Fun
• Professional
• User-friendly
• Instant
Value Proposition: Make Sense.

4. BIG IDEA
“It takes one TOUCH
BIG IDEA
to make SENSE.”

5. BIG IDEA
• User‟s task complications can be simplified
• Just one TOUCH is required and no further
elaboration is needed to realize HTC‟s value
BIG IDEA
TOUCH + SENSE = HTC.

6. CAMPAIGN
1. You’ve Got TOUCHED!
Objective: To increase brand awareness by
CAMPAIGNS
13% by creating buzz among the public
within one month.

7. CAMPAIGN
1. You’ve Got TOUCHED!
• TOUCHERS: Celebrities and HTC personnel
CAMPAIGNS
• Wear „DON‟T TOUCH‟ shirts and will be
„TOUCHING‟ random people
• Those who got TOUCHED: get a sticker with a
web address and the word „You Got
TOUCHED‟
• Register at website.

8. CAMPAIGN
• Location: Supchalasai Stadium
• Check in place where they will receive a
number token and a HTC colored t-shirt.
CAMPAIGNS
• Bird-eye-view of the people at the
event, showing the logo of HTC formed by
the attendees.
• Giving out prizes.
• Last part of the event: handing
out exclusive cards to all the
members.

9. CAMPAIGN
Duration
• Month 1
• TOUCHers will go out to touch at different
CAMPAIGNS
locations three days a week, Fridays and the
weekends.
• Working at a shift from 12-1, 4-6; total of 3
hours.

10. CAMPAIGN
Measurement Methods
• Number of visitors who visit the website
• Number of participants who showed up at
CAMPAIGNS
the event
• Survey

11. CAMPAIGN
2. “SENSE of …” by HTC
Objectives:
CAMPAIGNS
• To encourage 30% of target customer to
interact with HTC products within one month.
• To encourage 30% of current customer to
interact more with HTC products within one
month.
• To increase brand awareness by 30% among
of the public within one month.

12. CAMPAIGN
2. “SENSE of …” by HTC
• Participants can create their own „SENSE‟ of
their HTC mobile phone and name it as their
CAMPAIGNS
own SENSE.
• Have to share their customized phone on
Facebook.
• Duration: Launch after You‟ve Got TOUCHED!
• Measurement Method: Number of people
who visit the website, number of
people who share their phone
on Facebook

13. CAMPAIGN
3. HTC Playground
Objectives:
• To increase product awareness among the
CAMPAIGNS
target audience by 35% within two month.
• To increase website traffic by 5% among
target customer within two months.
• To inform target audience about features and
benefits of our product and its competitive
advantage, leading to a 15% increase
in sales in one year.

14. CAMPAIGN
3. HTC Playground
• Location: Siam Paragon
CAMPAIGNS
• Allows customer to experience and learn
more about HTC phones

15. CAMPAIGN
4. Human SENSES Society
Objectives:
• To increase product awareness among the
CAMPAIGNS
target audience by 35% within two month.
• To increase website traffic by 5% among
target customer within two months.
• To alter 10% of target audience perception
that HTC is a fun brand within two months.

16. CAMPAIGN
4. Human SENSES Society
• Grand Opening event at HTC Playground
• Register section
•
•
CAMPAIGNS
Evaluation section
Game section
– Sense of Hearing, Sense of Touch, Sense of Sight,
Sense of Taste
• Duration: Saturday and Sunday
• Measurement Method: survey,
number of people who
registered

17. CAMPAIGN
5. HTC Puppetry
Objectives:
• To increase brand awareness by 40% within six
CAMPAIGNS
months.
• To alter 30% of target audience perception
that HTC is a fun brand within six months.
• To inform target audience about features and
benefits of our product and its competitive
advantage, leading to a 15% increase
in sales in one year.

18. CAMPAIGN
5. HTC Puppetry
• Co-branding with Major Cineplex
• Allows the chosen moviegoer to chat real
CAMPAIGNS
time with the Android robot
• Android robot asks for the set up
moviegoer‟s phone number so that the
hidden cast member can call him to show
how the HTC SENSE features.

19. CAMPAIGN
5. HTC Puppetry
• The moviegoer shows the SENSE „Flip‟
feature in turning mobile phones
CAMPAIGNS
to silent mode.
• Measurement Method: survey,
people who attended the movie