Advertising Plan

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30 Οκτ 2013 (πριν από 3 χρόνια και 11 μήνες)

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Say g
ood
-
bye to your office supplies…




You get all you need with your Tablet PC
!

Tablet PC Advertising Plan

Jillian Lee Allen

April 30, 2004







Tablet PC

2



Table of Contents

1.0

Executive Summary
……………………………………………………….

2.0

Situation Analysis
…………………………………………………………

2.1

Mark
et Overview
………………………………………………….

2.2

Competitive Analysis
……………………………………………..

2.3

Consumer Analysis
……………………………………………….

3.0

Marketing Objectives and Creative Strategy
……………………………..

3.1

Marketing Objectives
……………………………………………..

3.2

Target Audience
…………………………………………………..

3.3

Creative Appro
ach
………………………………………………..

3.4

Market Selection
………………………………………………….

4.0

Promotional Plan
…………………………………………………………

4.1

Communication Objectives
……………………………………….

4.2

Creative Concepts and Testing
……………………………………

4.3

Media Objectives and Strategy
……………………………………

4.4

Sales Promotion Objectives
and Strategy
…………………………

4.5

Advertising Media and Promotion Scheduling
……………………

4.6

Evaluation Plan
……………………………………………………

5.0

Budget Summary
………………………………………………………….

6.0

Appendices
………………………………………………………………...

Tablet PC

3


1.0

Executive Summary

Statement of the problem

Develop an a
dvertising pla
n for Tablet PC to
introduce

a new portable computer with a
digital pen.

Background

Tablet P
C is a new product that was develop
ed in 2001 for the purpose of developing a
convenient mobile computer. It is introducing a new digit
al pen
-
computer that is ready

for the market
beginning

in
the upcoming fiscal year, June

2004
-
May 2005
.


Discussion

This
advertising

plan is designed for Tablet PC. The layout includes
a
situation analysis,
marketing objectives and creative strategies, a promotional plan, and
a budget

summary.
Tablet PC intend
s to increase
product awareness in 75% of

business workers and college
students
via
several media channels. Tablet PC will gain new customer awareness
through product placement on the television network NBC’s show, “The Apprentice
”,
and advertisements in
business
magazines such as
Newsweek
, and
business
newspapers
such as
The Wall Street Journal
.

Recommendations

Tablet PC

4


Apply
ing the proper

promotiona
l mix and advertising media mix

will aid
Tablet

PC’s
success on the computer market
.
By t
argeting specific audiences
Tablet PC will sell the
convenient
portable
pen
-
computer more
successfully
.

2.0

Situation Analysis


Market Overview

The market size for computers is roughly a $132 million industry, and is predicted to
continue rising steadily. The

computer industry includes several different computer
models: personal computer
s

(pc), desktop
s
, laptop
s
, and palm pilot
s
. A pc is generally
used by one person and is not made to be portable. A pc is designed to be set in a
permanent location. A desktop i
s a
personal computer that can fit on an end user's desk
and perform business
-
computing tasks. A laptop is generally a personal computer
designed to be portable.
A palm pilot is a palm
-
sized
portable
computer that uses a flash
memory for storage and relie
s on a touch screen used for information input. Tablet PC is
entering the product life cycle in the introduction phase. It is predicted to mo
ve into the
growth phase after one

year of creating

product

awareness. Tablet PC’s main competition
are primarily
laptop computers and palm pilots, which are also portable and most similar
to Tablet PC.

Competitive Analysis

Tablet PC’s convenient size, large memory space, and digital pen, gives the product an
advantage over competing computers, and therefore, has team
ed up with
Microsoft to
launch a version of Windows PC on the Tablet PC. Dell and IBM are Windows greatest
rivals; however, they are not currently marketing a similar computer. Tablet PC will also
team up with
NBC to use product placement in their popular

reality TV show, “The
Tablet PC

5

Apprentice”. NBC is one of the largest television networks, and “The Apprentice” was
rated the fifth most watched television show, according to Nielson Media Research, with
28 million viewers, with average ages between 18
-
49 years
old.

Fox’s “American Idol”
is NBC’s biggest competitor, averaging over 28 million viewers. Tablet PC’s largest
competitor’s are the laptop and palm pilot. Each of these computers offer similar features
but does not offer the same technological advantages
,

such as surfing the web, checking
e
-
mail and taking notes,

that Tablet PC offers.


Consumer Analysis

The ideal target markets for Tablet PC include men and women in college, ages 18
-
24,
and business workers, ages 25
-
50 years old.
These two groups are bein
g targeted because
Tablet PC’s greatest advantage is geared towards mobile workers.
The younger college
aged market is a profitable target group for two reasons. College students have an
average $600 of disposable income, according to Campus Party, a mark
eter that
specializes in college students. Also, college students are in a stage of their lives where
they form product preferences that will often last the rest of their lives and that they will
introduce to their families. According to profiles of produc
t adopters, higher educated
people are innovators and venturesome, being more likely to try the product as soon as it
hits the market. Th
e middle
-
aged market is a profitable group, because they have high
er

incomes and are more apt to invest in luxuries. T
hey are also more likely to find the
asking price of Tablet PC
, $1800 to $2500, affordable. The middle
-
aged business
workers with incomes of at least $
55
,000 per year are considered by product adopters to
be early adopters,
which are considered

leaders in
social settings, indicating that because
Tablet PC

6

they withhold above average educations they are likely invest in a product early in its life
cycle.


3.0
Marketing Objectives and Creative Strategy

Marketing Objectives

Tablet PC’s major objective is to increase pro
duct

awarenes
s among the target audience
by 7
5% in one year. Secondly, inform the target audience of the benefits, features, and
advantages that Ta
blet PC provides, providing a 50
% increase in one year’s sales.

Target Audience

Tablet PC’s advertisements ar
e mainly targeted towards higher educated, technology
friendly, middle to upper class, business workers and college students. The target ages
are between 18 and 50 years old. Tablet PC will target private business firms and
companies that de
mand competent
, professional, convenient, and mobile

technology tools
for their employees to use.

Creative Approach

The creative approach that will be implemented to sell Tablet PC will be product
placement in NBC’s top show, “The Apprentice”. The popularity of “The A
pprentice” is
within the target market, which makes this approach appropriate, and will allow the cast
members on “The Apprentice” to use the product and display the main attributes of
Tablet PC

7

Tablet PC that will arouse interest in the viewers.
The main benefits
that will be
emphasized on “The Apprentice” will be Tablet PC’s mobility and convenience. Another
creative approach that will be implemented is a graphic of Tablet PC and the slogan “Say
good
-
bye to your office supplies…you get all you need with your Table
t PC!” Also, in
the newspaper and magazine advertisements, the cast members of “The Apprentice” will
be shown promoting the computer
, along with Bill Gates
, by
standing around it looking at
it while Bill Gates is using it.

Market Selection

Tablet PC will p
rimarily market around intense business areas, such as New York City,
District of Columbia, Chicago, etc. Tablet PC can also reach consumers via internet, at
http://www.microsoft.com/w
indowsxp/tabletpc/default.asp
. Through direct marketing,
Tablet PC will be available to 100% of the target market.

4.0 Promotional Plan

Communication Objectives

Tablet PC will apply three communication objectives into the promotional plan. Creating
aware
ness among 75% of the target market is the first objective. To reach the target
audience, Tablet PC will use interval informative advertising in magazines, newspapers,
and television. Another objective is to raise product awareness in the target market.
T
ablet PC will provide information regarding its beneficial assets and advantages through
the different media channels previously noted. The third objective is to arouse positive
feelings that the consumer will associate with Tablet PC. Enhancing positiv
e feelings in
Tablet PC

8

the consumer will be done by associating the product with the favorable television show
“The Apprentice”, and informing the consumer with advertisements in popular
magazines and newspapers, such as Newsweek and The Wall Street Journal. Table
t PC
will also use mail
-
in rebates, warranties, and testimonials to induce positive emotions in
the consumer.

Creative Concepts and Testing

Tablet PC will conduct tests in a sample market before putting the product on the market.
The tests will measure t
he effectiveness of the advertising techniques.

Media Objectives and Strategy

The media objectives Tablet PC will execute to reach the target market are to gain
product awareness, product integrity, and market share. These objectives will be
achieved by
utilizing the proper media ___. The most proficient media selections for
Tablet PC are television, newspapers, and magazines. By combining these media, the
advertisements will reach an audience that is similarly characteristic to the target market.
These

medias are accessible to a large portion of the target audience through product
placement in “The Apprentice”, the placement of advertisements in specialty magazines
such as
Newsweek

and newspapers such as
The Wall Street Journal
.


Sales Promotion Objecti
ves and Strategy

Tablet PC

9

Several different sales promotions will be utilized in order to increase interest in Tablet
PC. Tablet PC will provide several different payment plans, mail in rebates, warranties,
and testimonials to consumers. Payment plans will be of
fered to consumers, that will
allow them to make 6 payments of $____ over a span of 6 months. A mail
-
in rebate of
$50 will be offered with the purchased product that must be postmarked within 30 days
after the purchase date. The customer will receive the $
50 rebate within 4
-
6 after they
sent it in. The warranty for the purchased Tablet PC will cover the first 6 months after
the purchase date. If there are any problems with the Tablet PC, the customer’s money
will be refunded only during the time the warran
ty covers. The cast members on “The
Apprentice and other participants of the tested market audience will give positive
testimonials about the product to encourage the purchase of Tablet PC.

Advertising Media and Promotion Scheduling

Tablet PC’s

Evaluatio
n Plan

Through positive and consistent advertising, Tablet PC will reach a majority of the target
market and will increase product awareness with guidance from the promotional plan.
The success of Tablet PC’s promotional strategies will be evaluated by th
e number of
sales made during the airing of “The Apprentice” and the number of sent in rebates.
Tablet PC’s advertising plan will be implemented through product placement in
television, and through advertisements in newspapers and magazines. Tablet PC wi
ll
evaluate the market reach through the sales at the end of each month and finally at the
Tablet PC

10

end of the fiscal year. The advertising expenditures will be taken into account when
evaluating each month’s sales, which will allow Tablet PC to decipher which adv
ertising
strategies were most efficient. By the end of the fiscal year, Tablet PC intends to have
reached at least 95% of the target market.

Budget Summary

Appendices

a new Tablet PC


for the upcoming fiscal year (June 1, 2004
-

May 31, 2005)
.

Executive
Summary

(Brief encapsulation, of entire advertising plan in less than one page)

This integrated marketing communications plan is designed for a new retail operation,
called Tablet PC. The plan includes….Finally, a media plan and methods of evaluating t
he
success of the IMC plan are d
escribed.

The overall goals for this integrated marketing communications plan are to:

∙ gain market awareness for the retail operation nationally

∙ establish both an Internet program and a direct marketing program to supplement

retail
operations.

∙ prepare viable advertisements, sales promotions, sponsorships, database programs, and other
marketing communication tools for consumer markets.

∙ create a workable channel communications program with the firm's suppliers.

∙ develop a
useful communication program with other service businesses.