Simulation Plan for Asus Zenfone 5 - Part 1: Marketing Plan

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Christofer Felix

Marketing

SITUATION|ANALYSIS
• Previously, ASUS focuses on the computer hardware market.
• ASUS expanded their market by entering
the smartphone market in Jan 2015.
• ASUS is playing in the middle price segment with high specs.
• The most successful campaign was when launched Zenfone 2.

• Zenfone 5 was launched in Indonesia on Mei 17th, 2018 at
the #Backto5 #BacktoLive event in Jakarta.
• Zenfone 5 started its first sale via Lazada and JD.ID flash sale on Mei
30th, 2018 & June 6th, 2018 with a special price of IDR 3,999,000.
• Several highlighted features in Zenfone 5 are Zenmoji,
metallic beautiful design with a notch, Snapdragon 636, AI Camera,
AI Ringtone, AI Charging.
• Stricken by NWOM “HP Ghoib” because of some problems
in distribution.

Target Market
Age : 20 - 40 y.o.
Gender : M & F
Psych : urban society, tech-savvy, photography enthusiast
Geo : all of Indonesia capital cities
SES Level : A & B

Indonesia Situation
Political : The Indonesian government focuses on
telecommunication infrastructure development
to support digital economic transformation.
Economic : Rupiah exchange rates got weaker, the transportation &
telecommunication industry sector are growing.
Social : Travel intention increased, prosumer society enlarged.
Tech : The explosion of digital payment trend, live streaming,
mobile gaming, and mobile photography.

OBJECTIVES
• Expanding market share from 6.5% to 10%
at the end of 2019.
• Distributing Zenfone 5 to all capital cities
across Indonesia in Q1 of 2019.
• Increasing Purchase Intention to 75% until
Q4 of 2019.

STRATEGY
• Setting up Zenfone 5 fixed price
• Distributing Zenfone 5 massively to Indonesian retails
• Streghtening campaign to manages NWOM and
maintain awareness

TACTICS
• Confirming Zenfone 5 fixed price as Rp 4.499.000
to avoid skyrocketing prices from hoarders.
• Distributing Zenfone 5 massively to the targeted
geographic by cooperating with some reputable
distributors & E-Commerce like Lazada, JD.id, BliBli.
• Developing new creative message strategies.

Focus on
New Creative Message Strategies to:
• Maintaining a high level of awareness with SMM & TVC.
• Reducing NWOM with MPR by announcing the
current massive distribution & fixed price.
• Carrying out old Zenfone series trade-in as sales promotion.
• Organizing ‘Zenfone 5 Street Photography’ event.

CONTROLS
• Doing a marketing audit about
Zenfone 5 sales volume.
• Making an annual marketing report.

Thank
You
Account Planning & Management, 2018

Today's B2B buyer completes as much as 70% of their buyer journey digitally. It's an imperative for marketers to engage with buyers in a highly targeted manner that connects with them both emotionally and rationally in each stage of the buyer journey. Marketing automation is the critical technology enabling this type of relevant, contextual engagement that leads to conversion and revenue growth. But many organizations have yet to fully realize the promise of the engagement economy. This presentation will provide you with insights on taking the next steps in leveraging Marketing Automation to create a modern engagement marketing infrastructure.

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1. MARKETING | PLAN prepared by Christofer Felix

2. SITUATION|ANALYSIS • Previously, ASUS focuses on the computer hardware market. • ASUS expanded their market by entering the smartphone market in Jan 2015. • ASUS is playing in the middle price segment with high specs. • The most successful campaign was when launched Zenfone 2.

3. Brand Market Share Rank Samsung 31,8% 1 Oppo 22,9% 2 Advan 7,7% 3 ASUS 6,5% 4 Vivo 6,0% 5 others 25,1% source: International Data Corporation Top 5 Smartphone Brands in Indonesia

4. • Zenfone 5 was launched in Indonesia on Mei 17th, 2018 at the #Backto5 #BacktoLive event in Jakarta. • Zenfone 5 started its first sale via Lazada and JD.ID flash sale on Mei 30th, 2018 & June 6th, 2018 with a special price of IDR 3,999,000. • Several highlighted features in Zenfone 5 are Zenmoji, metallic beautiful design with a notch, Snapdragon 636, AI Camera, AI Ringtone, AI Charging. • Stricken by NWOM “HP Ghoib” because of some problems in distribution.

5. Target Market Age : 20 - 40 y.o. Gender : M & F Psych : urban society, tech-savvy, photography enthusiast Geo : all of Indonesia capital cities SES Level : A & B

6. Indonesia Situation Political : The Indonesian government focuses on telecommunication infrastructure development to support digital economic transformation. Economic : Rupiah exchange rates got weaker, the transportation & telecommunication industry sector are growing. Social : Travel intention increased, prosumer society enlarged. Tech : The explosion of digital payment trend, live streaming, mobile gaming, and mobile photography.

7. OBJECTIVES • Expanding market share from 6.5% to 10% at the end of 2019. • Distributing Zenfone 5 to all capital cities across Indonesia in Q1 of 2019. • Increasing Purchase Intention to 75% until Q4 of 2019.

8. STRATEGY • Setting up Zenfone 5 fixed price • Distributing Zenfone 5 massively to Indonesian retails • Streghtening campaign to manages NWOM and maintain awareness

9. TACTICS • Confirming Zenfone 5 fixed price as Rp 4.499.000 to avoid skyrocketing prices from hoarders. • Distributing Zenfone 5 massively to the targeted geographic by cooperating with some reputable distributors & E-Commerce like Lazada, JD.id, BliBli. • Developing new creative message strategies.

10. Focus on New Creative Message Strategies to: • Maintaining a high level of awareness with SMM & TVC. • Reducing NWOM with MPR by announcing the current massive distribution & fixed price. • Carrying out old Zenfone series trade-in as sales promotion. • Organizing ‘Zenfone 5 Street Photography’ event.

11. CONTROLS • Doing a marketing audit about Zenfone 5 sales volume. • Making an annual marketing report.

12. Thank You Account Planning & Management, 2018

Simulation Plan for Asus Zenfone 5 - Part 1: Marketing Plan

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Simulation Plan for Asus Zenfone 5 - Part 1: Marketing Plan