Simulation Plan for Asus Zenfone 5 - Part 4: Client Brief
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Part 4 of 8 in Account Planning & Management Series Client Brief JP Communication Edition Made by Christofer Felix et al. for Account Planning & Management assignment. Multimedia Nusantara University. ©2018
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Simulation Plan for Asus Zenfone 5 - Part 4: Client Brief
- 1. Client | Brief EDITION prepared by Christofer Felix
- 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 Market Share ASUS Zenfone 2017
- 4. "Zenfone 5 distribution is facing some obstacles. Therefore, ASUS needs to maintaining purchase intention as well as solving those obstacles." Beginning of The Journey
- 5. “Customers Purchase Intention got weaken because of product unavailability in the market.” Key Issue
- 6. • They’re not willing to wait for Zenfone 5 ready in the market. • They posted & read a lot of negative comments (NWOM) “HP Ghoib” on ASUS social media channels. • While Zenfone 5 unavailable, some customers decided to change their choice to competitors like Mi 8, Vivo V9, or Oppo Pocophone. About ASUS Customers
- 7. Where Do We Want To Be II
- 8. • 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. Marketing Objct
- 9. Marketing Strategies • Confirming Zenfone 5 fixed price as Rp 4.499.000 to avoid skyrocketing prices from hoarders. • Distributing Zenfone 5 massively to targeted geographic by cooperating with some reputable distributors & E-Commerce like Lazada, JD.id, BliBli.
- 10. What Are We Doing To Get There III
- 11. Previous Advertising Introducing Zenfone 5 main features Introducing ASUS ZenFone 5 | 5Z
- 12. Previous Advertising Ian Eastwood was dancing by using 89 items Zenfone 5 to shows that it’s more than just a smartphone, it’s an intelligent phone. 1 Man, 1 Dance, and 89 ZenFone 5
- 13. Previous Advertising Emphasizing that users no need to have photography skills, just Zenfone 5 with AI Camera. This ad visualizes how ‘16 AI Scene’ work. TVC Tatjana Saphira version
- 14. “Increasing Purchase Intention to 75% until Q4 of 2019” Communication Objct
- 15. Message Development Concepts • 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. Who Do We Need To Talk To IV
- 17. Target Market/Audience 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
- 18. ✓ Customers’ buying decision of a smartphone has been built by combining its specification and price. ✓ Purchase Intention of a smartphone determined by product reviews, not ads. ✓ Emotional appeal & past brand- experience caused a brand-loyality. Discovered Insights
- 19. ✓ ASUS brand credibility was established by its computer products. ✓ ASUS products are classy, elegant, durable & simple. ✓ ASUS usually offers strong performance & beautiful appearance. Discovered Insights
- 20. How Do We Know That We Have Arrived V
- 21. • Measuring the achievement of marketing objectives & communication objective. • Evaluating the gap in this brief. Evaluations
- 22. Thank You Account Planning & Management, 2018