Enjoy Thinking

“Enjoy Thinking” Group- Proudly presented -

The Marketing plan of

Samsung MP3 player

YP-T55

About Product

YP - T55

Storage Capacity: 256 MB / 512 MB / 1 GB Display Capability: Single Colour Memory Type: Flash Only Compatible Memory: Flash memory PC Interface: USB 2.0 Model: The size of a tube of lipstickAdditional Features: FM Stereo Tuner, Radio

Recorder, Voice Recorder

Unique Selling Point

• Differentiated Design• Ogg Files Playback• High Speed Transfer and Mass storage• DNSE Sound Effect

Target Group Analysis

Sex : FemaleAge range : 17- 24 years old

Favorite Activities : Going to see Movie, Dining out, etc.

Income : 17,500 per month

about

Positioning

Positioning

• From the research, almost all target group said “this price is too expensive.”

• Samsung MP3’s awareness is very poor.• Most of target group is user but isn’t

purchaser.• iPod and Sony MP3 player is more

proudly to occupy.

- Target group’s Awareness

Low Television Ad.(Motion+impact)

Television Ad. can spread but cannot direct.

Promotional Plan

Direct Magazine&Event

Media Selection

Ad. In Magazine From the research, our target group usually read

fashion magazine, such as ,CLEO and Seventeen and they have same target group with our product.

About print ad. concept

• 3 design & 3 color like the product• Linking the color with the feeling

Color FeelingOrange Fresh

Blue EnthusiasticWhite Free

About print ad. concept

• Indicating the Event

Photo Competition “Rhythm of the Fashion”

Experienced Marketing

- Target group’s Activities

See movies Advertising in the cinema

Go shopping Advertising on TV in lift

+ On BTS

IMC=Integrated marketing communication

THE STORY BOARD

In the cinema..

In fact, no one listens to MP3 player in the cinema. Please turn off your mobile phone.

Event Marketing

- Event Ι: Samsung MP3 Catwalk

When : Saturday &Sunday

Place : Siam Discovery – Fashionable& Luxury

Event Marketing

- Event ΙΙ : Photo Competition “Rhythm of the Fashion”

When : After Samsung MP3 Catwalk event finished 1 month

Place : Siam Paragon

Detail : In the opening,we’ll show the star’s photo related with “Rhythm of the Fashion” and persuade people to join the competition and the competition is about taking your photo and telling the story about it in the subject “Rhythm of the Fashion” and the reward is Samsung MP3 YP-T55

Example

“I play music because

it’s a part of fashion”

“The Rhythm make me do like fashion show.”

Promotional schedule

TIME(month)1st 2nd 3rd

TV

Magazine

Event

Cinema

intensive moderate

Event(I) will start at the 3rd Saturday of the promotional plan and Event(2) will begin at the 4th.

Advertising rate in top magazine like Cleo and Seventeen PREMIUM POSITIONS (More than 6 insertions) Outside Back Cover 95,000 Inside Back Cover 60,000 Inside Front Cover Spread 130,000 Page 2 and 3 120,000

FASHION AD RATES 4 Page 120,000 6 Page 150,000 8 Page 180,000

We choose to use 4 pages in Fashion Ads for 2 issues because we want to put Samsung’s MP3 like a fashion property.

Advertising Rate in BTSAdvertisement 3,500.-/Panel/MonthPackage Price 157,000.-/MonthNo. Of Trains 15No. Of Panels 45No. Of Panels/Train 3Minimum Booking 6 MonthsSize 40x60 cm.MaterialSticker Mount On Future BoardEstimated Production Cost 270.-/PanelWe cancel to advertise in BTS

because it’s too late.

Advertising rate in Television

Dominated by• Variety “Pu-ying thueng Pu-ying” at Ch3 is about

100000-135000 Baht/Min. • Music Variety “Seed TV” at Ch9 is about 150000

Baht/Min.• Put the product in program “Samsung Music Poll”

in MTV.

**Ad. for other programs depend on the budget.

Advertising Rate in Cinema&Lift in Siam Paragon

• Major Cineplex & Siam Paragon can’t reveal it if we don’t have official letter from University.

Thank You for your listening