GE CAMERA
Matt Cerone, Jeremy Frey, Haley Holroyd, Mi Mai
TABLE OF CONTENTS
Product Description
Situational Analysis
Target Market
Campaign Objectives
Creative Strategy
Media Strategy
Ambient
TV
Online
Promotions
Program Evaluation
1
PRODUCT DESCRIPTION
General Imaging Founded in 2006 and operates under the guiding principal of bringing innovative, quality
products to the market that are highly affordable and easy to use
Product Lineup The GE Camera range is spread across three series: E, G, and Active.
2
SITUATIONAL ANALYSIS
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Strong Brand Identity GE brand is well known among consumers
Diversified Product Portfolio A full line of models to meet all needs
Modern Premium Advantage Price competitive alternative to DSLRs
Lack of Product Awareness Not top of mind in digital camera segment
Low Market Share Canon dominates the camera market
Mixed Reviews Blogs and reviews are highly influential
Leverage Environmental Benefits High demand for energy efficient products
Positive Momentum Fastest growing mid-tier brand in the US
Establishing Partnerships Building brand advocates by giving back
Market Saturation Intense competition from market leaders
Promotion Clutter Excessive marketing overwhelms consumers
Mobile Devices Convenience of cell phone cameras
3
TARGET MARKET
TRANSITIONALS INDEPENDENTS DEPENDENTS
13-19
20-24
25-29
4
RESEARCH INSIGHTS
51% “rarely” take pictures.
Use campaign as a call to action to encourage
increase interest in photography.
Most have moderate experience in photography.
Position GE as a user-friendly camera brand that
is for the typical user.
Color is important.
Redesign product to include more color.
5
RESEARCH INSIGHTS
GE cameras are more for the
beginners or people on a budget,
there isn’t much control over them
and even their highest line of
cameras are just okay and don’t
meet professional standards. To
me, the camera doesn’t matter, it’s
all in the angle. Nam Luong, 26
I have never heard of GE
cameras. I mostly take
pictures of people and
the scenery from the
adventures I go on.
Max Edison, 18
I don’t need a GE camera, I have my
phone and that’s all I need. Alicia McManigal, 20
I wouldn’t get a GE
camera because there
are better options. I don’t
want a mediocre camera,
I’ll wait until I have money
to buy a real one. Massis Shahmirian, 22
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6
CAMPAIGN OBJECTIVES
Communication Create immediate awareness
and brand preference for the
GE brand among new camera
buyers who may be purchasing
their first camera.
Position Position the line of GE cameras
as innovative, unique, sporty,
and affordable product in the
market for digital cameras.
Promotion Execute lifestyle events
and promotions that
increase brand awareness
and engage Millennials to
build brand advocacy.
7
CREATIVE STRATEGY
Brand Mission GE Digital Cameras. Something for everyone.
Vision Moment to moment – the special moments in life.
Tagline Memory forgets, but pictures won’t.
Tone
Bold. Daring. Innovative.
8
MEDIA STRATEGY
Media Mix Introduce the GE Cameras as a stylish and affordable catered to millennials’ needs.
Implement a frequency strategy to capture and establish brand recognition for GE
Cameras.
Paid Utilize traditional TV
and Print media to
garner wide national
reach.
Owned Leverage the GE website
to interact more with
consumers and in-store
service.
Earned Create opportunities for
conversation and dialogue
about the GE Cameras
through social media, blogs,
reviews, and word-of-mouth.
9
10
AMBIENT
11
STORYBOARD 1
12
STORYBOARD 2
13
ONLINE
14
PROMOTIONS
FRAMING MEMORIES Establish partnerships with large events such
as Coachella to place frames and encourage
audiences to capture their memories, courtesy
of GE.
FOSTERING INDIVIDUALITY Appeal to the desire for creativity and
uniqueness among millennials by offering
customizable cases with the purchase of a
camera.
15
PROGRAM EVALUATION
SURVEYS MEDIA
COVERAGE VIEWERS SALES
GE CAMERA