Helmet!Helmet!

Contemporary AdvertisingContemporary AdvertisingFinal ProjectFinal Project

1094100004 Julia Wang 1094100005 Nicole Juan

1094100013 Cassidy Huang 1094100033 Henry Wu

1094100041 Trisha Hsiao

Helmet!Helmet!

IntroductionIntroduction

Helmet!Helmet!

Market TargetingMarket Targeting

Helmet!Helmet!

Market SegmentationMarket Segmentation

I. Geographic - urban region in Taiwan

II. Behavioristic- Age: 18~35 (18 is the legal age for a person to have a driver license)

-Sex: Male, Female

Helmet!Helmet!

Market SegmentationMarket SegmentationIII. Psychographic

-skin cancer, short-sighted-safety guaranteed

• Demographic-For user-status variables -For usage-rate variables -For purchase-occasion variables -For Benefits-sought variables

Helmet!Helmet!

Market PositioningMarket Positioning

• The method we will use is mainly focus on the behavioristic segmentation.

Helmet!Helmet!

ProductProduct• Product Name

• Product Diversity

• Product Quality

• Product Design

• Product Speciality

Helmet!Helmet!

Situation AnalysisSituation AnalysisS.W.O.T Analysis

• Strength-

• Weakness-

• Opportunity-

• Threaten-

Marketing Objectives SMarketing Objectives Surveyurvey

0102030405060708090100

Question3

YESNO

1.Do you want your helmet visor with the reaction function?

2.Do you want your helmet with an anti-slippery function?

0102030405060708090100

Question4

YESNO

Need- satisfying objectives:Need- satisfying objectives:

Quality

Price

Our productAlmost 60% of people

Sale-target objective:Sale-target objective:The first month The second

monthSix months (1~6month)

One year

Total income

NT $1,989,900(if sells about 4,422 helmets)

NT $900,000(2,000)

NT$6489900(14,422)

NT $11,889,900(26,422)

Cost 2,055,000 560,000 4,755,000 8,115,000

Profit NT $(65,100) NT $340,000 NT $1734900 NT $3,774,900

ProfitRate

(3%) 37.7% 26.7% 31.7%

Helmet!Helmet!

Price PolicyPrice Policy• Helmet is necessity for scooter drivers

• Market price: from NT$100 to NT$1000.

• Our price: NT $450 ( functions, cost, market prices)

Helmet!Helmet!

Helmet!Helmet!

Action

Desire

Conviction

Comprehension

Awareness

Advertisement ObAdvertisement Objectivesjectives

Helmet!Helmet!

Advertising strategyAdvertising strategy

1. Target audience: a. This Ad will attract urban people who on the ro

ad, such as pedestrian, people who ride scooters or drive vehicles that they will easily see the billboard when they stop at red traffic light.

Helmet!Helmet!

Advertising strategyAdvertising strategy

2. Product Concept: a. Put our print advertisement on the billboard in

big cities like Taipei, Taichung, and Kaohsiung

b. We focus on the reaction helmet visor which will react and change its color into a darker one.

Helmet!Helmet!

Advertising strategyAdvertising strategy

2. Product Concept: c. We try to give our consumer an image that Su

per-Visor gives you not only safety but also health-care utility.

d. We try to give our customers the best protection of UV.

Helmet!Helmet!

Advertising strategyAdvertising strategy

2. Product Concept:

e. We will convince our target audience that our product is fashionable, convenient, comfortable, and humanized.

f. We will try to stimulate helmet regular users to visit 7-11 or those non-users to pay attention to our product when they visit 7-11.

Helmet!Helmet!

Advertising strategyAdvertising strategy

2. Product Concept:

g. We will combine our marketing strategy and make them try it on in every 7-11 stores in order to arouse their desire of purchase.

Helmet!Helmet!

The Communications MeThe Communications Mediadia

• display the advertisement in the billboard in Taipei city, Taichung city and Kaohsiung city

1.The advantages of using billboard – using the billboards is much cheaper – the ads could be continuously exposed to poten

tial consumers– can choose the better places in which the billbo

ards are set

Helmet!Helmet!

The Communications MeThe Communications Mediadia

2. the population of riding the scooters is huge– statistics from MOTC in 2005 of the registered

scooters • Taipei City: 1019726, • Taichung City: 542588• Kaohsiung City: 1092515

→ the advertisement will be set in those cities.

→ the advertisement will be more likely to be seen

→ the effect of our advertisement could be maximized

Helmet!Helmet!

The Advertising MessageThe Advertising Message• the message In this advertisement

– product concept – impressions we want to give to our consumers

— innovative and active.

• use rhyming scheme to draw consumers’ attention.

→ the consumers can feel closer to and interested in the message we want to deliver.

Helmet!Helmet!

The Advertising MessageThe Advertising Messageslogan “Super-Visor, Save Your future”, • alliteration and end rhyming skill is used.• There are puns, too. • Interpretation of the slogan:

1.“ with a person overseeing you, your future (i.e. career) will be secured. ”

2. “the visor of the helmet is super, and your life is secured when wearing it”

• short and simple• easy to read and easy to memorize

Helmet!Helmet!

The End