Part 2 of 8 in Account Planning & Management Series Made by Christofer Felix et al. for Account Planning & Management assignment. Multimedia Nusantara University. ©2018

1. T | PLAN
prepared by
Christofer Felix

2. Where Are We In
The Consumer Mind
I

3. • A ‘ghostly’ phone (HP ‘Ghoib’) that never
appears/available in the market.
• About 75% of TM are aware of Zenfone 5.
It’s indicating a high level of awareness.
• ASUS got newsworthy publicity in mass media.
• People choose Zenfone because they want to be
stylish with an affordable price

4. Where Are We In
The Market
II

5. 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
ASUS is on #4

6. • ASUS places Zenfone 5 in the middle price segment.
• Zenfone 5 is hard to find because of its unavailability
both in offline & online retails.
• Zenfone 5 is using brand ambassadors:
Joe Taslim & Tatjana Saphira.
• ASUS had many service center across Indonesia and
featured 1 Year of Global Warranty.

7. Knowledges of The Market
• There’s always an escalation in smartphone sales volume
during Eid Mubarak & New Year Eve.
• Samsung is leading in the Android smartphone market.
• Innovation in Android devices & software is growing rapidly.
• The edge-to-edge display with a notch is influenced by Apple.

8. Why Are
We Here
III

9. • The main problem is executing massive promotion
without massive distribution.
• Then, customer struck ASUS social media channels
with a lot of NWOM “HP Ghoib”.
• Competitors had set up a fixed price and assuring for
massive distribution and the role of influencers in
promoting a competitor's product is very powerful.

10. • ASUS Marketing Communication Dept. is excellent
in creating and implementing promotion strategies.
• Large numbers of ASUS Service Center and
Global Warranty make customers feel convenient.
• Zenfone is endorsed by ASUS corporate reputation.
• ASUS corporate reputation is strongly influenced by
their computer products.

11. Where Do We Go
From Here?
IV

12. • Distributing Zenfone 5 to all capital cities
across Indonesia in Q1 of 2019.
• Earning positive images & WOM from
70% TM in Q1 of 2019.
• Focusing on reducing NWOM “HP Ghoib”
with MPR activities.

13. • Increasing Purchase Intention to 75% until
Q4 of 2019.
• Expanding market share from 6.5% to 10%
at the end of 2019.
• Carrying out sales promotion programs
‘Trade-in old Zenfone series to Zenfone 5’.

14. How Do We
Get There
V

15. The Advertising
• Stimulating the curiosity of TA to the AI Camera.
• Strengthening Zenfone 5 positioning by dramatizing
AI Auto Detect Scene from AI Camera.
• Informing the availability of Zenfone 5 in the retail store.
• Projecting fabulous style and young-spirited tone.

16. Opportunities
• Expressing their disappointment indicated that
actually, our customers are still waiting for
Zenfone 5 availability.
• Christmas and New Year Eve are coming.

17. What Single Benefit Do
We Want To Convey
VI

18. The Main
Product Benefit
AI Camera allows its user to take
high-quality professional photos
without any photography skills

19. What Consumer Response
Do We Want
VII

20. Why buy Zenfone 5?
Want to take excellent photos
as a professional photographer.

21. • Understanding how 16 Scene of AI Camera works
• Being a narcissist in social media with excellent photos
• Percepting positive brand images of Zenfone 5
• Feeling Pride in owning a phone with up to date features
and elegant appearance
• Associating themselves as iPhone X users

22. Are We
Getting There
VIII

23. • Measuring the achievement of marketing
objectives & communication objective.
• Evaluating the gap in this plan.

24. Thank
You
Account Planning & Management, 2018