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SAMSUNG GALAXY TAB 2

IMC Plan Presentation. SAMSUNG GALAXY TAB 2. Marketing Communication: Course Name MKTG1257: Course Code Melvin Fernando : Instructor. Group Members Nguyen Thuan Hieu – s3221969 Tran Thi My Dung – s3231518 Trinh Thi Que Nhu – s3209895 JungSoo Park – s3230147

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SAMSUNG GALAXY TAB 2

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  1. IMC Plan Presentation SAMSUNG GALAXY TAB 2 Marketing Communication: Course Name MKTG1257:Course Code Melvin Fernando: Instructor Group Members Nguyen ThuanHieu – s3221969 Tran Thi My Dung – s3231518 Trinh ThiQueNhu – s3209895 JungSoo Park – s3230147 YeonJea Lee – s3255327 Pham Anh Tuan – s3160828

  2. Current Problem and Communication Objectives

  3. Target Market Target Market Size = 1,205,787

  4. Competitors Analysis

  5. Price Price Position Map Apple Ipad 2 Apple Ipad Galaxy Tab Galaxy Tab 2 Playbook Playbook Dell Streak Dell Streak Function Function Archos Archos Toshiba Folio Toshiba Folio Wellcom Pad Wellcom Pad

  6. Communication Budget : Releasing Day : Time use IMC activities A: Promotion “Luck Draw – Travel Seoul with Samsung Galaxy Tab 2” B: Event “Autograph of Samsung Galaxy Tab 2 Brand Endorser from Korea” C: Promotion “Where the love begins – get cutie for sweetie”

  7. IMC Program 01.10.11 (Release Day) Buzz Marketing Objectives • Attract the attention of consumers • Impress the releasing of Samsung Galaxy Tab 2 • Positioning Samsung Galaxy Tab 2 is the luxury products • Sale Promotion – Lucky Draw for Seoul Trip Campaign Info • 10 Bentley Flying Spur Speed with image and slogan of Galaxy Tab 2 on side running around HCM city • Big gate decor layout with image of Samsung Galaxy Tab 2 in front of retail stores Travel SEOUL with Galaxy Tab 2 Slimmer than ever

  8. IMC Program 01.10.11 – 29.10.11 Buzz Marketing Objectives • Changing consumer perception about Samsung Galaxy Tab • Gain the market share of tablets market by 5% • Attract customers and increase sales during the introducing period Marketing Message Travel Seoul with Samsung Galaxy Tab 2 Campaign Info: During 01/10/11 to 27/10/11, when consumers have purchased Samsung Galaxy Tab 2 form any Samsung stores or other retrial stores, they will have a chance to win the trip to Seoul

  9. IMC Program During all the period Print Advertising Objectives • Increase product image and awareness • Change consumer perception • Repositioning Galaxy Tab 2 in tablet market Campaign Info:From 01/10/11 to 27/10/11 • Billboard: Large picture of Samsung Galaxy Tab 2 as out-door advertising set in high position of building to attract the attention of customers • Poster: Image of Samsung Galaxy Tab will be displayed on the wall at every retailer stores • Catalog: The prints includes image, functions and configuration of Galaxy Tab 2 to help consumers have more detail look oh this devices

  10. IMC Program 17.10.11 – 13.11.11 Television Advertising Objectives • Increase product image and awareness • Change consumer perception Campaign Info: Samsung Galaxy Tab 2 commercial will be broadcast on television on HTV7, HTV9, VTV1, VTV3

  11. IMC Program 30.10.11 Trade Show Objectives • Change consumer perception • Develop product image and awareness • Introduce brand endorsers of Samsung Galaxy Tab 2 (Ms. Thanh Hang and Mr. Binh Min) Location:Diamond Plaza Campaign Info: On trade show, Samsung Galaxy Tab will introduce their brand endorsers and share their opinion about this tablet. At the end of the show, we will do the lucky draw to get the winner of the promotion “Travel Seoul with Samsung Galaxy Tab 2”

  12. IMC Program 01.11.11 – 30.11.11 Magazine Advertising Objectives • Increase product image and awareness • Increase sales by 5% and gain market share from Apple Ipad 2% Campaign Info: On page of the magazine will display the picture of Samsung Galaxy Tab 2 with their female endorsers (Thanh Hang) • TiepThiGiaDinh Magazine • SaiGonTiepThi Magazine • PC World Magazine (The Gioi Vi Tinh)

  13. IMC Program 24.12.11 – 25.12.11 Autograph of Samsung Galaxy Tab 2 Korean Endorsers Objectives • Through the autograph session from one of the most well-known singing groups called ‘Dong Bang Shin Gi’ and a famous figure skater ‘Yu-Na Kim’, achieve 90% of customer awareness towards the new model of Samsung smart tablet ‘Galaxy Tab’ • Reach more than 70% of potential customers within a year • Increasing sales by 5% Campaign Info: Samsung will invite 3 brand endorsers of Samsung Galaxy Tab 2 from Korea (Dong Bang Sin Gi and Yun-Na Kim) come to Vietnam open the autograph event,. On this event, consumers of Galaxy Tab 2 and fans of Korea music will have a change get their autograph and receive special treatment from Samsung which is full packet of Galaxy Tab 2 (Included extra application CD) and have a change take picture with Korean brand endorsers.

  14. IMC Program January 2012 Sponsor Thanh Hang Album, MV and Photograph Objectives • Enhance targeted customer’s brand awareness toward GT 10.1 to 70% • Generate a positive customer’s attitudes to the brand and help to build a strong brand image in customers’ mind Campaign Info: • Samsung will sponsor for TH to make her music album with the theme of CD cover and pictures are photographs of Galaxy Tab 2 with TH. Moreover, the one MV of this album will take the inspiration form Galaxy Tab 2.Then we also post the behind the scene and trailer of MV to youtube and on music channel (YanTV). Samsung will also provide the fresh conference on online new and also on magazine to promote for this campaignwith the sample of autograph

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