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Nielson Case Competition Slides - Team Rubik Top 24

This document contains a group project proposal for the launch of Xian Dai's new smartphone, Planet Saturn, in Singapore. It includes an analysis of the market potential, competitors, consumers, and distribution channels. Key recommendations include differentiating the product through an "X Factor" that capitalizes on its strengths and expanded services, changing perceptions of Chinese brands through a branding strategy, and partnering with local advocates and distributors for promotion and conversion strategies to help penetrate the new Singapore market. The overall objectives are to achieve high brand awareness and a top 4 market share position within 6 months of launch.

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Group Members Manas Mohapatra! Neo Shi Jun! Piyush Pritam Sahoo! PLANET SATURN SINGAPORE LAUNCH PROPOSAL SINGAPORE MANAGEMENT UNIVERSITY
AGENDA SITUATION ANALYSIS RECOMMENDATIONS ISSUES & OBJECTIVES KEY SUCCESS FACTORS Introduction CONCLUSION
COMPANY PROFILE COMPANY PROFILE XIAN DAI ! • Top 2 smartphone manufacturer in China" " • Limited market presence – sold through multiple channels but only within the China market" " • Relatively low cost compared to other smartphones in the market" Introduction 2/9/14! 3!
PRODUCT SPECIFICATIONS PRODUCT SPECIFICATIONS Introduction PPLLANEETT SSATTURN • Android OS" • 4.9” Full HD Touchscreen" • Built in front camera and 11mp back camera" • Built in Wi-Fi and Bluetooth capabilities" • Lithium-ion battery lasting over 450 hours of standby time" • 8.0mm thin and weighing 150g" 2/9/14! 4!
Situation Analysis
LAUNCH ASSESSMENT ? TO LAUNCH 2/9/14! OR NOT TO! LAUNCH Situation Analysis
MARKET POTENTIAL Analysis ANALYSIS Situation QUANTITATIVE 300.%# 250.%# 200.%# 150.%# 100.%# 50.%# .%# Smartphone Users (% of mobile phone users)! 2012# 2013# 2014# 2015# 2016# 2017# 2018# US# India# China# Asia8Pacific# World# Source: e-marketer" • Smartphone user base is ever expanding." • Growth of smartphone users in Asian counties and especially in Asia-pacific is predicted to reach at all-time high levels. " • The industry offers a bright opportunity for making huge profits. " 2/9/14! 7!
MARKET POTENTIAL Analysis ANALYSIS Situation QUANTITATIVE INDUSTRY POTENTIAL IN THE NEXT 6 MONTHS Market Value (MV) = P X N X W" P: Potential Number of Customers! N: Number of Units bought annually ! W: Weighted average price of a unit! Market Value (MV) in the next 6 months = " 36%!of!the!popula5on!intends!to! change!from!current!phone!!to!a! smartphone!in!the!next!6!months! 5,399,000" X $227 = $441,222,624 1,944,000" Avg. price of smartphone" 2/9/14! 8!
MARKET POTENTIAL Analysis ANALYSIS Situation QUALITATIVE IDEAL TEST MARKET • Culturally diverse" " • Politically stable" • Closer geographical location to China (greater degree of similarity/ large chinese population) " • Global city (widely varied nationalities, ethnicities, occupations)" • High smartphone penetration rate " 2/9/14! 9!
LAUNCH ASSESSMENT 2/9/14! YES TO LAUNCH Situation Analysis !
BUSINESS ENVIRONMENT Analysis ANALYSIS 1 2 3 Situation PROMOTION CHANNELS ANALYSIS 4 COMPETITOR ANALYSIS CONSUMER ANALYSIS DISTRIBUTION CHANNELS ANALYSIS TARGET MARKET 2/9/14! 11!
PROMOTIONAL CHANNEL Analysis 1 ANALYSIS Situation 100%! 90%! 80%! 70%! 60%! 50%! 40%! 30%! 20%! 10%! 0%! Consumer Media Reach! PEOPLE!WHO! WATCH! TERRESTRIAL!TV! IN!THE!PAST! WEEK! PEOPLE!WHO! READ!DAILY! NEWSPAPERS!IN! THE!PAST!WEEK! PEOPLE!WHO! ACCESSED! INTERNET!IN! THE!PAST!WEEK! PEOPLE!WHO! LISTENED!TO! RADIO!IN!THE! PAST!WEEK! PEOPLE!WHO! VISITED! CINEMAS!IN! THE!PAST!WEEK! Consumer!Media! Reach! • Channels with the largest volume of consumers lies in TV, Newspaper and Internet. " • However, TV and newspaper spending are much costlier as compared to digital channel spending." 2/9/14! 12!
PROMOTIONAL CHANNEL Analysis 1 ANALYSIS Situation XIAN DAI SHOULD TAP ON SINGAPORE’S HIGH INTERNET, SOCIAL MEDIA USAGE AND MOBILE SUBSCRIPTION RATE AS PREFERRED PROMOTIONAL (COST- EFFECTIVE) CHANNELS . IMPLICATION! 1 2/9/14! 13!
COMPETITORS Analysis ANALYSIS Situation • Nearly 91% of the smart phone industry in Singapore is dominated by the five companies: ALPHA, EPSILON, IOTA, KAPPA and BETA. " • The three major companies namely, ALPHA, EPSILON and IOTA occupy just less than 80% of the market share. " • These companies can be considered to be the major competitors for Xian Dai and pose a potential threat to its entry into the Singapore market. " Market# Share# 0.7829! 0.9146! 0.35" 0.3" 0.25" 0.2" 0.15" 0.1" 0.05" 2/9/14! 14! 1.2! 1! 0.8! 0.6! 0.4! 0.2! 0! 0" Smart!Phones! NonTSmart!Phones! Smart!phone!pareto! 2
COMPETITORS Analysis 2 ANALYSIS Situation 88%! 94%! 91%! 91%! 82%! 75%! 83%! 86%! 100%! 80%! 60%! 40%! 20%! 0%! Brand!Awareness! • Brand Loyalty is stronger for well established brands. " " • This leads to lower costs and higher margins Incumbent players in the market have a very strong brand awareness. (Chart: Brand Awareness) " • The top three market share holders have very high brand awareness. " • This gives them a very strong foundation to build their brand equity which ultimately drives their revenue models. (See picture)" 2/9/14! 15!
COMPETITORS Analysis 2 ANALYSIS Situation ALPHA# Quality!&! Ease!of! OS!&!App! PriceT Value! Mul5med ia!&! Customer! Service! Baery! Life! Size! Style!&! Innova5o Messagin g! ALPHA! EPSILON# Quality!&! Ease!of! OS!&!App! PriceT Value! Mul5me Customdeia!&! r!Service! Baery! Life! Size! Style!&! Innova5o Messagin g! EPSILON! IOTA# Quality!&! Ease!of! OS!&!App! PriceT Value! Mul5medi a!&! Customer! Baery! Life! Size! Style!&! Innova5on! Messaging! Service! IOTA! • Not only that, the top three performers also posses strong perceived differentiating factors (Chart: Alpha, Epsilon, Iota). " • For example, Epsilon has a perceived Quality and Ease of use, Battery Life, Size and Style which enhance its brand equity and drive the revenue. " " • The new entrant, Xian Dai, must provide products that are better than the existing products in order for customers to see value. The intangible benefits that the company provides a strong brand equity. " 2/9/14! 16!
COMPETITORS Analysis 2 ANALYSIS Situation IMPLICATION! 2 NEED TO DEVISE A STRONG DIFFERENTIATION STRATEGY BY LOOKING AT ITS CURRENT PRODUCT STRENGTHS AND LOOK TO EXTEND MORE UNIQUE OFFERING TO COMPETE WITH THE BIG PLAYERS 2/9/14! 17!
CONSUMER Analysis 3 ANALYSIS Situation Gen Y represents approximately 20% of the economically active population of Singapore. " " Gen Y’s in Singapore are tech-savvy and prefer an unconventional approach." " Tobacco/alcohol, mobile phone and food are listed as top three items that Gen Y prefer to spend the most." Gen Y is a generation like no other; for starters it’s the largest generation of them all and with access to huge social networks." SMARTPHONE USER ANALYSIS Total# Smartphone# (n=566)! (n=409)! %! %! Age! 16-24" 18" 19" 25-34" 18" 20" 35-44" 21" 23" 45-54" 25" 24" 55-64" 18" 15" Mean! 40" 39" Age Range of Gen Y- early 1980s to the early 2000s" " • Represent more than half of the smartphone users" 2/9/14! 18!
CONSUMER Analysis 3 ANALYSIS Situation Smartphones-Users ! Market Potential" SHORT TERM " 27% " LONG TERM " 45%" ! Current User Profile: No differentiation based on age, gender, use. Majority - Postpaid user, Employed, household income > $2500" NON Smartphones-Users ! Market Potential" SHORT TERM " 9% " LONG TERM " 18%" ! Current User Profile: No differentiation based on age, gender, use. Majority - Postpaid user, Employed, household income > $2500" 2/9/14! 19!
CONSUMER Analysis 3 ANALYSIS Situation Smartphones-Users NON Smartphones-Users 1. Targeting Emphasis when Bundling with Telco" • At monthly expenditure: All 5 price levels" • Special target at price level ($1-$30 ) & ($31-$60) " • Especially for age groups 16-24 & 25-44" " 2. Potential Selling Points" • Open OS" • Upgrade to smartphones – at competitive price" • Battery life" • Exclusive Demand in general" " 3. Target Segment Priority Needs" • Using mobile for Apps, GPS, Instant messaging, Emails, Wifi, Hotspots, Sync, Mobile TV, Game (offline, online), " 1. Targeting Emphasis when Bundling with Telco" • At monthly expenditure: All 5 price levels" • Special target at price level ($31-$60)" 2. Selling Point" • High Features:Price ratio" • Higher Battery life" • Exclusive Demand in general" " 3. Fulfill market gap " • Using smartphone as Hotspots, Modem, Sync, Mobile TV" 2/9/14! 20!
CONSUMER Analysis 3 ANALYSIS Situation 35%! 30%! 25%! 20%! 15%! 10%! 5%! 0%! Sa5sfac5on!in!General! 1! 2! 3! 4! 5! 6! 7! 8! 9! 10! Smartphone!Users! NonTSmartphones!Users! 9! 8! 7! 6! 5! 4! 3! 2! 1! 0! Sa5sfac5on!!w.r.t.!Categories! Smartphone!Users!(n=848)! (Mul5+Feature)! Trends • Increasing trend for higher satisfaction with Smartphone" • Market Gap: Battery Life (for both)" 2/9/14! 21!
CONSUMER Analysis 3 ANALYSIS Situation IMPLICATION! NEED TO DEVISE INNOVATIVE TARGETING STRATEGIES THAT MEET THE NEEDS OF TWO VARYING TARGET MARKET – CURRENT SMARTPHONE USERS AND NON-SMARTPHONE USERS WITH A FOCUS ON GENERATION Y. 3 2/9/14! 22!
DISTRIBUTION CHANNEL Analysis 4 ANALYSIS • 58% of the smart phone sales Situation takes place through mobile operator retail stores " • The cost of this channel will be low as it avoids costs like setting up stores, hiring sales persons etc. " • Gives Xian Dai the opportunity to leverage on the success of the telecom operators. " Mobile Distribution Channels 58%! 11%! 4%! 20%! 7%! A!mobile!Operator! retail!Shop! At!an!independent! telecom!shop! Other!Offline! Stores!/!Loca5ons! Online! Others!(Second!Hand! etc.)! IMPLICATION! NEED TO IDENTIFY THE BEST DISTRIBUTION CHANNELS TO WORK WITH AND WORK THROUGH IN ORDER TO REACH THE TARGET SEGMENT 4 2/9/14! 23!
Issues & Objectives
Situation OVERALL OBJECTIVES Analysis SUCCESSFUL LAUNCH OVERALL OBJECTIVES 80% 40% 25% 10% PRODUCT AWARENESS IN THE FIRST 6 MONTHS ACHIEVE 4th POSITION IN MARKET SHARE CONSIDERATION CONVERSION AQUISITION 2/9/14! 25!
KEY ISSUES & OBJECTIVES Issues & Objectives WHERE Xian Dai is Key ISSUES AT HAND WHERE Xian Dai WANTS TO BE NO UNIQUE PRODUCT/SERVICE OFFERING NEGATIVE PERCEPTION OF CHINA BRANDS IN GENERAL DIFFICULTY IN NEW MARKET PENETRATION TO BE GREATLY DIFFERENTIATED FROM ITS COMPETITOR AND DOMINATE IN CERTAIN PRODUCT OFFERINGS DO NOT POSSESS STRONG DIFFERENTIATION FACTOR TO STAND OUT AMONG ITS COMPETITORS TO BE A WELL KNOWN GLOBAL BRAND WITH STRONG PRESENCE IN ITS OWN MARKET AND OTHER MARKETS LIMITED PRESENCE IN OTHER MARKETS AND GENERALLY ATTACHED WITH NEGATIVE PERCEPTION OF CHINA PRODUCTS BECOME ONE OF THE LEADING SMARTPHONE LEADING COMPANY in SINGAPORE & THE WORLD AMONG THE TOP 2 SMARTPHONE MANUFACTURER IN CHINA BUT NO PRESENCE IN SINGAPORE 2/9/14! 26!
STRATEGY OVERVIEW Issues & Objectives Key ISSUES AT HAND STRATWEHEGREI EXiSan Dai WANTS TO BE NO UNIQUE PRODUCT/ SERVICE OFFERING 1 CHANGING NEGATIVE PERCEPTION OF CHINA BRANDS DIFFICULTY PENETRATING NEW MARKET (SINGAPORE) 2 3 THE X FACTOR GLOBAL- LOCAL ADVOCATES BETTER TOGETHER 2/9/14! 27!
STRATEGY OVERVIEW Issues & Objectives Key ISSUES AT HAND STRATWEHEGREI EXiSan Dai WANTS TO BE NO UNIQUE PRODUCT/ SERVICE OFFERING CHANGING NEGATIVE PERCEPTION OF CHINA BRANDS DIFFICULTY PENETRATING NEW MARKET (SINGAPORE) DIFFERENTIATION STRATEGY BRANDING STRATEGY PROMOTION STRATEGY PARTNERSHIP STRATEGY CONVERSION STRATEGY 1 2 3 EXTERNAL FACTORS 2/9/14! 28!
Recommendations!
RECOMMENDATIONS GLOBAL -LOCAL ADVOCATES X FACTOR 1 2 THE Recommendations 3 BETTER TOGETHER 2/9/14! 30!
1 Recommendations! THE X FACTOR
1 OBJECTIVE & SELECTION Recommendations OBJECTIVE! TO IDENTIFY AND CAPTITALISE ON PRODUCT STRENGTHS AND EXPAND SERVICE OFFERINGS THEREBY DIFFERENTIATE AMONG ITS COMPETITORS 1 CREATING! COMPETITIVE! ADVANTAGE! DIFFERENTIATE! STRATEGIEY 2/9/14! 32!
1 METHODOLOGY Recommendations CREATING! COMPETITIVE! ADVANTAGE! THE X FACTOR The “X” Factor " 1 DIFFERENTIATE! • Capitalizing on intrinsic product strengths" " • Strengthening through unique software & service offerings" - Unique applications that fulfills needs of smartphone users " 2/9/14! 33!
RATIONALE OF METHODOLOGY Recommendations ALPHA# Quality!&! Ease!of!Use! OS!&!App! PriceTValue! Mul5medi a!&! CustomGera!ming! Baery!Life! Size! Style!&! Innova5on! Messaging! Service! ALPHA! EPSILON# Quality!&! Ease!of! Use! OS!&!App! PriceT Value! Mul5medi a!&! CustomGear!ming! Baery! Life! Size! Style!&! Innova5o n! Messaging! Service! EPSILON! IOTA# Quality!&! Ease!of!Use! 1 OS!&!App! PriceTValue! Mul5media! &!Gaming! Customer! Baery!Life! Size! Style!&! Innova5on! Messaging! Service! IOTA! • Not only that, the top three performers also posses strong perceived differentiating factors (Chart: Alpha, Epsilon, Iota). " • For example, Epsilon has a perceived Quality and Ease of use, Battery Life, Size and Style which enhance its brand equity and drive the revenue. " " • The new entrant, Xian Dai, must provide products that are better than the existing products in order for customers to see value. The intangible benefits that the company provides a strong brand equity. " 2/9/14! 34!
1 RATIONALE OF METHODOLOGY Recommendations Xian!Dai! Saturn! Samsung!Note! 3! iPhone!5s! Opera5ng!System! Android!OS! Android!4.3! iOS7! Screen!size! 4.9"!! 5.7"! 4.0"! HD! Yes! Yes! Yes! Touch!Screen! Yes! Yes! Yes! Wifi! Yes! Yes! Yes! Bluetooth! Yes! Yes! Yes! Baery!Life! 450!hours! 225!hours! 420!hours! Baery!! LithiumTIon! LiTPo! LiTIon! Width! 8.0mm!thin! 8.3mm!thin! 7.6mm!thin! Weight! 150g! 168g! 112g! Total# Key Drivers" Messaging! 17%! Baery!Life! 15%! Size! 15%! Mul5media!&!Gaming! 14%! Style!&!Innova5on! 13%! Customer!Service! 12%! PriceTValue! 11%! OS!&!App! 1%! Quality!&!Ease!of!Use! 1%! • The new entrant, Xian Dai can capitalise on its battery life feature to distinguish itself from its competitors. " • They can also look into developing innovative improvement applications(able to produce in short term) to improve such as messaging and multimedia & gaming so strengthen its unique offering. " 2/9/14! 35!
2 Recommendations! GLOBAL-LOCAL ADVOCATES
2 OBJECTIVE Recommendations OBJECTIVE! TO DEVISE THE BEST PROMOTIONAL AND BRANDING STRATEGY THAT WILL HAVE THE MOST IMPACT FOR SALES AND PRODUCT AWARENESSS BUILDING! ADVOCATES! GLOBAL BRAND! ONLINE! LOCALISED STRATEGIES! 1 2 BRANDING! PROMOTION! STRATEGIES 2/9/14! 37!
2 GLOBAL BRAND! METHODOLOGY Recommendations LOCALISED STRATEGIES! GLOBAL BRAND! LOCALISED STRATEGIES! GLOBAL LOCAL 1 ADVOCATES BRANDING! Adopting Global Branding (Made for the world) ! • Renaming in multiple languages and include in all promotional materials " " Localised campaigns that feature local celebrities/ influencers and working with non-competing local brands! • Virtual life events features local gamers and Youtube Singers " 2/9/14! 38!
2 RATIONALE OF METHODOLOGY Recommendations GLOBAL BRAND! LOCALISED STRATEGIES! GLOBAL BRAND! LOCALISED STRATEGIES! 1 BRANDING! Insights • Brands made in China are perceived to have low, substandard quality Perceived as “imitation” of an original: because of the “spelling” of some Chinese brands, e.g., Alfa for Alpha " • Willingness to buy is low BUT customers accept global brands that are marked “made in China” which means factory is “authorized” and quality control measures are in place." • Brand as global brand" • Localised naming via language translation" 2/9/14! 39!
2 REFERENCE CASE Recommendations GLOBAL BRAND! LOCALISED STRATEGIES! LENOVO • Already!the!largest!PC!company!in!the!world!since!July! 2013,!Lenovo!is!on!its!way!to!achieving!its!goal!of! becoming!the!No.!1!company!in!smartTconnected! devices.!! • With!opera5ons!in!more!than!60!countries!and!sales!in! about!160!na5ons,!Lenovo!has!become!a!mul5na5onal! company.! • Lenovo!has!focused!on!developing!a!massive!and! sophis5cated!branding!strategy,!tailoring!its!marke5ng! to!different!local!markets.! 2/9/14! 40!
2 METHODOLOGY BUILDING! Recommendations ONLINE! ADVOCATES! BUILDING! ONLINE! ADVOCATES! GLOBAL LOCAL 2 ADVOCATES PROMOTION! Advocate Marketing " • Social media community building " " Digital and online membership system " • -Referral to stores “ points initiative”" " • Gamified journey for the launch" 2/9/14! 41!
2 METHODOLOGY BUILDING! Recommendations ONLINE! ADVOCATES! GAMIFIED JOURNEYS SOCIAL MEDIA ENGAGEMENT PLAN GLOBAL LOCAL ADVOCATES 2/9/14! 42!
2 RATIONALE OF METHODOLOGY Recommendations 2 BUILDING! ONLINE! ADVOCATES! BUILDING! ONLINE! ADVOCATES! PROMOTION! Total&(n=163)& 15%$ 13%$ 12%$ 6%$ 5%$ 11%$ 12%$ 8%$ 8%$ 10%$ Looked$at$phone$displays$in$shops$ Spoke$to$friends/colleagues/rela?ves$ Looked$at$adver?sements$ Looked$on$service$provider's$site$on$the$ Internet$ Looked$on$manufacturer's$site$on$the$ Internet$ Read$phone$leaflets/brochures$ Read$reviews$and$blogs$on$the$Internet$ Read$in$magazine$or$papers$ Spoke$to$a$phone$salesperson$ Via$an$event$or$roadshow$ • WOM and Displays are most effective promotional mediums" • Our strategy will involve creating gamified journeys - product advocates to bring their friends/relatives to product displays and explain the product specifications and attribute to earn discount or membership points for discount at next purchase off related accessories" • " • This will combine the two most effective promotional channels " 2/9/14! 43!
2 RATIONALE OF METHODOLOGY BUILDING! Recommendations ONLINE! ADVOCATES! Singapore has the world’s second highest social penetration rate in Singapore at 59 per cent, more than double the global average of 26 per cent. " " Social media users in Singapore spend 2.2 hours on average per day on all social media channels, slightly above the world average of 2.0 hours. " " The city state’s Internet penetration rate is 73 per cent, above the global average of 35 per cent." " The mobile penetration rate in Singapore stands at 148 per cent, smashing the global figure of 93 per cent." " Source: Wearesocial.sg" 60%# 50%# 40%# 30%# 20%# 10%# 0%# Internet Activties on Mobile Phone! Web surfing! Social networking! Mobile online banking! Mobile shopping! VOIP programs! I have not done any of the internet activities listed above in the last 30 days! 100%# 90%# 80%# 70%# 60%# 50%# 40%# 30%# 20%# 10%# 0%# Features Used! MP3#player# Sync#with#other#devices# Take#video# WiFi/#WiMax# Calendar# Memory#expansion# Review/#Edit#documents# Turned#phone#into#hotspot# FM/#broadcast#radio# Phone#as#internet#modem# Conferencing#from#phone# 2/9/14! 44!
2 REFERENCE CASE Recommendations BUILDING! ADVOCATES! XIAOMI GAMIFIED JOURNEYS- FACEBOOK FLASH SALES ONLINE! • Number!three!in!the!Singapore!market!amer!Apple!and! Samsung,!according!to!data!from!research!firm!IDC.!! • Overtaken!more!established!rivals!like!Sony!and!HTC,! and!accounts!for!10!to!20!per!cent!of!all!smartphones! shipped!to!Singapore!in!the!second!quarter.! • Decided!to!have!direct!sales!through!its!website,!and! also!oneT!and!twoTyear!subscrip5on!op5ons!through! telcos!locally."" 2/9/14! 45!
3 Recommendations! BETTER TOGETHER
3 OBJECTIVE Recommendations OBJECTIVE! TO IDENTIFY THE BEST DISTRIBUTION CHANNEL TO GAIN PRODUCT AWARENESS AND SALES PURCHASE 1 FORGING! STRATEGIC! PARTNERSHIPS! PARTNERSHIP! STRATEGIEY 2/9/14! 47!
Recommendations 3 FORGING! RATIONALE OF PARTNER SELECTION STRATEGIC! PARTNERSHIPS! 200! 150! 100! FORGING! 50! TRIANGLE! 0! ALPHA! IOTA! EPSILON! SQUARE! CIRCLE! STRATEGIC! PARTNERSHIPS! PARTNERSHIP! 1 • Subscribers base for Circle is higher thus absolute numbers for re-contract will be higher. " • This suggests greater growth potential for purchase of more phones than other brands. " • In addition, launching in phases will be able to help Xian Dai manage supply and inventory better as they are able to have real data to predict or forecast demand more accurately. " 2/9/14! 48!
3 POTENTIAL CHALLENGES Recommendations FORGING! STRATEGIC! PARTNERSHIPS! Bringing partners on Board Convincing the service providers, CIRCLE, SQUARE and TRIANGLE to enter into the agreement might be a major challenge for Xian Dai." " This challenge can be resolved by putting forward a unique value proposition that will enhance Xian Dai’s brand equity and drive revenue." NOTE ! Although, online sales is on the increasing trend, the proportion of smartphone sales via online platforms is very low compared to sales via mobile operator kiosks. ! ! While online channels are a must have, it is something that Xian Dai should focus in the long term and not for the immediate release of the Saturn Smartphone in the next 2 months. ! 2/9/14! 49!
Recommendations STRATEGY OUTCOMES BRAND LOYALTY & SUSTAINED ENGAGEMENT THROUGH TARGETED CHANNELS OF COMMUNCIATION & GAMIFIED JOURNEYS MORE COST EFFECTIVE - DIGITAL AND SOCIAL MEDIA CHANNELS BETTER INVENTORY MANAGEMENT THROUGH CONTROLLED SUPPLY 2/9/14! 50!
Key! Success Factors!
KEY SUCCESS FACTORS Key Success Factors THE GLOBAL -LOCAL ADVOCATES X FACTOR 1 2 3 BETTER TOGETHER 2/9/14! 52!
Conclusion!
Conclusion CONCLUSION OBJECTIVES CRITICAL ISSUES STRATEGIES BENEFITS NO UNIQUE PRODUCT/ SERVICE OFFERING NEGATIVE PERCEPTION OF CHINA BRANDS IN GENERAL DIFFICULTY IN NEW MARKET PENETRATION THEX FACTOR GLOBAL-LOCAL ADVOCATES BETTER TOGETHER IN THE FIRST 6 MONTHS AFTER LAUNCH TO ACHIEVE TOP 4 POSITION IN MARKET SHARE FAST, EFFECTIVE MARKET PENETRATION IMPACTFUL BRAND BUILDING AND SUSTAINABLE COMMUNITY ENGAGEMENT ACHIEVE BOTH SHORT TERM AND LONG TERM SUCCESS THROUGH DIFFERENTIATION 2/9/14! 54!
Questions! Answers! &! Thank You!