A sample digital marketing plan for Panasonic's brand of digital cameras. The presentation includes research about competitors and key targets, and details strategies to best reach them online.

1. INTERACTIVE MARKETING PLAN- LUMIX
12/12/16
MARY RAFTERY

2. CATEGORY AUDIT:
DIGITAL CAMERAS

3. LANDSCAPE AND COMPETITION
 Photography growing1
 Camera industry experiencing decline1
 High competition1
 Consumers desire innovation1
 Major players seem to be out of ideas1
 Smartphone cameras3
 Huge reason for decline
Primary Products:
 Point and Shoot- most affordable, simple to use,
typically portable
 Mirrorless Interchangeable Lens- superior image quality,
creative options, higher price
 DLSR- like mirrorless, typically the most expensive,
better autofocus and build quality
 Major Competitors:
 Nikon- “Meeting Needs, Exceeding Expectations”
 Kodak- “You Press the Button, We Do the Rest”
 Go Pro- “Think It. See It. Do It.”
 Canon- “Make It Possible With Canon” (holds
largest share of the industry1)
 Fujifilm- “Value From Innovation”
 Sony- “Be Moved.”

4. LUMIX IN THE LANDSCAPE
 Founded in 2001
 Subsidiary brand of Panasonic Inc.
 Based in Japan
 Not a market leader
 Panasonic brand audit- considered “warm,
friendly, and unpretentious4”
 Extremely valuable perception in the typically
“cold” and intimidating tech industry4
 Brand “established” but overlooked4, appendix 2
 Product reviews indicate quality2
 Mid-range
 Brand sentiment
 Price
 Perceived value
Major Challenges4:
 Brand tries to be “everything to everybody”
 No clear brand identity to distinguish from similar competing
products
 Very little advertising spend5

5. SWOT 1

6. SWOT 2

7. THE LUMIX
MANIFESTO

8. THE RESEARCH
 People who use LUMIX value its simplicity
 Unique Value Proposition: LUMIX allows its users to seem like experts,
even if they’re not.
 Key Qualities:
 Intuitive controls
 HD Photos
 Build in features like autofocus and light correctors
 Other selling points:
 Known for good customer service (servo system)
 Company values sustainability
 Panasonic is an established family brand

10. THE RATIONALE
 LUMIX is not the choice of professional photographers1
 Many photography sites indicate LUMIX as an ideal “starter” camera2, 8
 Growth in number of photography “hobbyists” 1
 Perception of Panasonic= accessible, everyman brand4
 “Everyman” purchaser concerned with customer service, product functionality, and ease of use6
INTENT:
 Leverage
 logos of choosing an established brand
 the pathos behind photographing moments you love
 ethos of the sustainable nature of the company
 LUMIX has a strong corporate commitment to sustainability7
 Panasonic is ranked 11th in GreenPeace’s Guide to Greener Electronics9
 “A Better Life, A Better World” new Panasonic tagline.
 Consumers are more likely to support companies they perceive as ethical on social media and through
WOMAppendix 2, appendix 5
 Family Brand
 Manifesto focuses on the importance of the memory, of the person in the photo, before the features.

11. PRIMARY PERSONA
MEET JUSTIN

13. THE RATIONALE
Millennial Father:
 A shift in priorities is common after having a babyAppendix 2
 More concerned with quality than savings12
 willing to spend more to feel good about what they are bringing home for their families.12
 It’s common for new parents to be interested in buying a camera10
 88% of demo think it’s important to be a “perfect dad”11
 Being present/spending time with kids important component of fatherhood13
Interest in Sustainability:
 Panasonic Group introduced a new brand slogan, "A Better Life, A Better World,“
 promoting environmental initiatives as an important element in achieving that goal.
In production activities, exhaustive energy-saving measures have been implemented in all
factories worldwide, pushing for further CO2 emissions reduction in our production activities.7
 42% of people in age demo are influenced by companies ethicsAppendix 3

14. SECONDARY PERSONA
MEET MICHAEL

16. THE RATIONALE
Gen-X Father:
 “Latchkey” generation
 More focused on being present for their kids because their parents were not 20
 Most feel they are not spending enough time with their children22
 Dads display more brand loyalty than moms. 17
 Ownership of new tech highest among 25-34 and 35-44s20
 Website features “family focus” articles where people photograph their
kids
 Dads five times more likely to purchase cameras and film 18
 Group with large share of spending power 19

17. MARKETING
OBJECTIVES
Execute an upper funnel campaign that increases brand awareness of LUMIX.

18. Advertising Objectives KPI Tracking Methods
Primary Objective:
Increase unaided awareness of Lumix
Increase unique hits to the LUMIX website as
follows:
- January: From 500 – 1000
- February: From 1000 – 1500
- March: From 1500 – 2300
- April: From 2300 – 3000
- Google Analytics report to be checked weekly
to ensure we are on track. To be checked
monthly to asses position.
- Organic search for “LUMIX”
Secondary Objective:
Improved interaction on social media via increased
posting and creating interactive content
- Photo competitions
- Regrams from posts found in LUMIX tags
Increase Instagram followers by 30% by
January
Stimulate engagement on Instagram and
Facebook as follows:
- 30+ Posts to both platforms a month
- Respond to all consumer comments
- Tag all posts #lumixlegacy
- Encourage the use of hashtag with
consumers
- Monthly social media audit through Facebook
analytics and checking Instagram hashtags
- Record changes in followers and likers
- Record number of unique postings to
Facebook and comments on Instagram
- All links posted with content done through
Bit.ly allowing us to track click through rates
Increase Brand Recall Lumix one of the first 4 brands mentioned
when questions of digital cameras arise
- post-campaign survey

19. MEDIA AND
MEASUREMENT
PLANS

20. Vehicle Creative Idea Detail How it Works Rationale KPI
Pandora Road trip playlist Create a strategic mix
based on user listening
history.
Can select time frame of
journey- make the 15
minute trip to the grocery
store a bonding
with your kids
- Dad’s today are focused on being
great dads and spending time
their kids. 15
- By giving them opportunities to
make memories with their kids,
Lumix is establishing the amount
care about the family unit.
- This can be accessed easily on
desktop or mobile, both popular
with the target15
- Number of adds
to Pandora
- Number of plays
- Increased
social
BuzzFeed.com Being a kick-ass dad Listicle giving insider tips
and tricks about being the
best dad
Tips will be in listicle
on BuzzFeed (one of
will be a link to the 15
minute road trips and
Pandora Playlist)
- 70% of millennial dads turn to
google to learn about how to be
parent15
- BuzzFeed is one of the sites with
highest traffic (11th most visited in
US.) 21
- The site is accessed often on both
desktop and mobile21
- Number of page
views
- Number of
shares
- Number of click
throughs to
Pandora playlist
- Increased
social
YouTube.com Tips from the Pros A series of short “how-to”
and tip videos directed at
Dad’s, posted weekly on
YouTube.com
The videos will give tips
and insights on common
parenting quandaries,
some of the videos will
include ideas like the
aforementioned Pandora
Playlist
- As mentioned, this is a target
to turn to online to gather
informationappendix 4
- They also indicate feeling stressed
about not knowing how to be a
father11
- Known to respond well to short
and video based content appendix 6
- Number of
- Number of
shares
- Increased
social
Channel 1: Online Sponsorship

21. Vehicles Creative Idea Detail How it Works Rationale KPI
Nickelodeon.com
PBSkids.com
CartoonNetwork.com
Interactive video Video pops up on site, This will be “game’ content
that allow the users to “take
photos” using LUMIX branded
cameras in a simulated
world.
- Kids are highly influential on their parents
purchasing decisions, particularly millennial
dads. 3
- Parents like to see what types of sites kids
visiting, so they will come into contact with
the ads3
- Parents often use computer time as bonding
time with kids and would interact with the ad
there as well18
- Target audience reported preferring to shop
and purchase things with their children and
that they consider the act of buying to be a
bonding experience3
- Group responds to advertisements featuring
kids19
- CTR
- Post-
campaign
survey to
gauge brand
recall
Channel 2: Interactive Display

22. Channel 3: Banner Ad
Vehicles Creative Idea Detail How it Works Rationale KPI
Fatherly.com
Babycenter.com
Parenting.com
Banner ad emphasizing the
look and quality of the LUMIX
camera, with a father taking a
photo of son.
Banner ad will be featured on
the mobile site and be
contextually aligned with
parenting.
Large banner ad that is on the
scroll of the site on mobile and
desktop.
- The target audience is know to put a lot of
energy into researching tips on parenting
activities16
- The contextual alignment on sites related to
parenting will encourage an association
between fatherhood and LUMIX products.
- Most of this advice is sought out on
mobileappendix 4
- Searches for baby-related terms on mobile
have grown 52% year over year11
- 4/10 millennial dads use online parenting
sources for product recommendations15
- CTR on mobile
- CTR on
desktop

23. VISUALS
SAMPLE FORMATS AND SIZES

24. FORMATS
Sponsored
BuzzFeed
Content
Interactive pop-up ads on nick.com

25. SIZES
300x250
320x100
(mobile)
628x210

26. REFERENCES
1. http://clients1.ibisworld.com.ezproxy.bu.edu/reports/us/industry/default.aspx?entid=926
2. http://cameras.reviewed.com/content/panasonic-lumix-dmc-gx85-digital-camera-review
3. http://academic.mintel.com.ezproxy.bu.edu/display/748041/
4. http://landor.com/thinking/the-challenge-of-the-global-brand-how-bp-and-panasonic-have-built-their-brands-around-the-world
5. http://www.redbooks.com.ezproxy.bu.edu/advertiser/PANASONIC_CORPORATION/
6. https://blog.hubspot.com/marketing/why-people-buy-factors-influence-purchase-descision#sm.00000qsl0oz19er2rsx2nzqr1kfl2
7. http://www.panasonic.com/global/corporate/sustainability.html
8. http://www.pcmag.com/article2/0,2817,2369450,00.asp
9. http://www.greenpeace.org/international/en/campaigns/climate-change/cool-it/Campaign-analysis/Guide-to-Greener-Electronics/
10. http://www.thephoblographer.com/2015/03/24/5-cameras-for-the-new-parent/#.WEsO-fkrLZZ
11. https://www.thinkwithgoogle.com/articles/millennial-dads-turn-to-digital-in-moments-of-need.html
12. http://adage.com/article/digitalnext/millennial-dads-real-spending-power/297782/
13. http://www.businessinsider.com/millennials-will-gladly-take-a-strangers-opinion-on-how-to-spend-over-mom-and-dads-2012-1
14. http://www.ebizmba.com/articles/kids-websites
15. http://storage.googleapis.com/think/docs/babycenter-millennial-dads-study.pdf
16. http://thegbrief.com/articles/millennial-fathers-a-new-kind-of-dad-558
17. http://www.pymnts.com/news/retail/2016/shopper-snapshot-millennial-dads/
18. http://www.progressivegrocer.com/departments/technology/62-rise-millennial-dads-buying-groceries-study
19. http://academic.mintel.com.ezproxy.bu.edu/display/774580/
20. http://academic.mintel.com.ezproxy.bu.edu/display/748041/
21. https://www.quantcast.com/buzzfeed.com#trafficCard
22. http://www.pewresearch.org/fact-tank/2016/06/16/fathers-day-facts/
23. http://www.pewinternet.org/2016/01/07/how-parents-monitor-their-teens-digital-behavior/

27. APPENDIX
APPENDIX 1: PERCEPTUAL MAP
APPENDIX 2: GOOGLE TRENDS
APPENDIX 3: ETHICS STATS
APPENDIX 4: ETHICS AND PARENTING STATS
APPENDIX 5: ON USER GENERATED CONTENT
APPENDIX 6: YOUTUBE SEARCH AND CHANGING PRIORITIES

28. Appendix 1

29. Appendix 2
Lumix (blue) is by far the least searched for brand based on google trends data (Dec 2016)

30. Appendix 33

31. Appendix 43, 11

32. Appendix 513

33. Appendix 611