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Stephanie Lin
Art$Director
Sue Jiang
Marke-ng$Manager
YuXing ChenConsumer$Research$
Director
Seok Won Kim
Media$Planner
2
One$of$the$biggest$online$retailers Biggest$player$in$Consumer$Electronics$Store$Industry
SITUATION ANALYSIS
18.9% 46.3% 16-35
6
QUALITATIVE
FIELD OBSERVATIONS4
INTERVIEWS20
SENTIMENT ANALYSIS
SURVEYS91
QUANTITATIVE
CONSUMER RESEARCH
46% FEMALE54% MALES
94% 18-44
7
Low$brand$awareness$
Low$brand$regard$46%
41%$Nega.ve$brand$reputa.on
BRAND IMAGE
CONSUMER RESEARCH
8
Consumer$Preference$#1'
CONSUMER RESEARCH
ENGAGE ONLINE
Research$online$$before$purchasing$$60%'
67%$$Prefer$online$shopping
72%))Get$informa.on$from$social$media
9
SHOW INTERESTS IN FIXING
ELECTRONICS
MORE FAMILIAR WITH
RADIOSHACK
LESS LIKELY TO GO BACK FOR
BUSINESS
1 - LOWEST 2 3 4 5 - HIGHEST
0 1 1 0 0
2 2 2 2 0
5 2 8 2 2
6 9 14 12 2
6 4 3 3 2
1 2 3 4 5 1
2 3
4
5
FAMILIARITY W/ RADIOSHACK
INTE
REST
S IN
FIX
ING
EL
ECTR
ON
ICS
1 2 4 2 3
0 10 10 5 3
12 6 8 3 0
0 1 5 7 1
0 0 0 2 0
FAMILIARITY W/ RADIOSHACK
LIKE
LIHO
OD
OF
GO
ING
BA
CK F
OR
BUSI
NES
S 1 2 3 4 5 1
2 3 4
5
CONSUMER RESEARCH
Emphasis on TV advertising
• TV$ads$• Social$Media$plaEorms$• Interac-ve$Digital$media:$brand$website,$microsite,$blog$
• Partnerships:$Maker$Media,$liJlebits$• Print$• OOH
11
Product Sales
Do-It-Together
Store Renovation
CURRENT MARKETING COMMUNICATIONS
SWOT ANALYSIS
PRODUCT$SUPPORT$AND$REPAIR$SERVICES$FOR$LOCAL$
COMMUNITY
CATERS$TO$THE$GROWING$MAKERS$COMMUNITY
LIMITED PRODUCT DIVERSITY
WEAK E-COMMERCE SITE
COMPETITION FROM BIG BOX RETAILERS
COMPETITION FROM ONLINE RETAILERS
NUMEROUS$STORES$INCREASE$RADIOSHACK’S$
CUSTOMER$REACH
12
STRATEGY RECOMMENDATIONS
UMP
The$“convenience$store”$for$all$your$techNrelated$
needs
Communication Objective
Differen-ate$RadioShack,$genera-ng$posi-ve$
associa-ons
Target Audience
Anyone$with$$technological$needs
13
THE DITeam
Staying$true$to$the$brand$vision:$Connec-ng$people$to$innova-ve$technology
Posi-oning:$Tech$experts$connec-ng$consumers$to$technology
We$are$always$here$to$helpN$like$your$other$family$member
OUR SOLUTION
#DITeam14
The Pioneer
CharacteristicsInnova-ve,$curious,$brave,$op-mis-c$about$the$future
SuperpowerTelepathic
ExpertiseTech$expert
The Defender
CharacteristicsStrong,$sensi-ve,$selfless,$and$resolute
SuperpowerMoves$extremely$fast
ExpertiseIt$Happens$Protec-on$Plan
15
CREATIVE EXECUTIONS
Social Media TV Spot
Further opportunities:
• DITeam$workshops$• Serial$shortNform$video$contents$online
Outdoor Advertising
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TV SPOT PROMOTING #DITEAMUsing$#DITeam$through$TwiJer/Facebook$
wherever$and$whenever
RadioShack$DITeam Family
FACEBOOK TV$SPOTYOUTUBETWITTER
OUTDOOR$AD
“FIX$IT$HERE!”$Service$“It$Happens”$Protec.on$Plan$
24/7$Tech$Experts
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Obtaining'brand'awareness'and'preference
MEDIA OBJECTIVES
25
Increasing'purchase'inten*on
Retaining'budget'against'compe*tors
BUDGET & MEDIA MIXSponsorship
6%
Promotion 6%
Social Media 11%
Radio 1%
Online (Banner & Search) 17%
OOH 6%
Magazine 1%
Cable TV 33%
Sports Marketing (Virtual) 6%
Network TV 14%
$90$millionMEDIA)BUDGET
26
Network TV $ 13,000,000
Cable TV $ 30,000,000
Radio $ 1,000,000
Magazine $ 1,000,000
OOH $ 5,000,000
Online (Banner & Search) $ 15,000,000
Social Media $ 10,000,000
Promotion $ 5,000,000
Sponsorship $ 5,000,000
Sports Marketing (Virtual) $ 5,000,000
Consumer Research
Number of Followers &
“Likes”
Measuring #DITeam
Sen-ment$Analysis$Focus$Group$
Evaluate$the$number$of$followers$on$TwiJer$and$
“Likes”$on$Facebook$before$and$aaer$campaign
Measuring$consumers’$usage$of$#DITeam$on$TwiJer$and$Facebook
EVALUATION PLAN
28
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