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Blackberry Marketing Communication Campaign

Extracts from this document...

Introduction

TABLE OF CONTENTS: 1.0 EXECUTIVE SUMMARY Page 3 2.0 INTRODUCTION Page 3 2.1 COMPANY PROFILE Page 3 3.0 SITUACION ANALYSIS Page 4 3.1 MACROECONOMIC ENVIRONMENT Page 4 3.1.1 POLITICAL/LEGAL FACTORS Page 4 3.1.2 ECONOMIC FACTORS Page 4 3.1.3 SOCIAL FACTORS Page 5 3.1.4 TECHNOLOGICAL FACTORS Page 7 3.1.5 DEMOGRAPHY Page 7 3.1.6 ENVIRONMENTAL/NATURAL FACTORS Page 7 3.2 MICROECONOMIC ENVIRONMENT Page 8 3.2.1 COMPETITORS Page 8 3.2.2 PUBLICS Page 9 3.2.3 CUSTOMERS Page 9 3.2.4 SUPPLIERS Page 10 3.2.5 INTERMEDIARIES Page 10 3.3 SWOT Page 10 3.1.1 STRENGHTS Page 10 3.1.2 WEAKNESSES Page 11 3.1.3 OPPORTUNITIES Page 11 3.1.4 THREATS Page 12 4.0 PRODUCT Page 13 5.0 TARGET AUDIENCE Page 13 6.0 POSITIONING Page13 7.0 OBJECTIVES Page 14 7.1 MARKETING OBJECTIVES Page 14 7.2 MARKETING COMMUNICATIONS OBJECTIVES Page 14 8.0 STRATEGY Page 14 9.0 TACTICS Page 15 9.1 ADVERTISING Page 15 9.2 PR & PUBLICITY Page 16 9.3DIRECT MARKETING Page 16 9.4 EXHIBITIONS Page 16 9.5 SALES PROMOTIONS Page 16 9.6 SELLING AND SALES MANAGEMENT Page 16 9.7 INTERNET Page 16 9.8 SPONSORSHIP Page 18 9.9 PACKAGING Page 18 10.0 ACTIONS Page 18 10.1 PR& PUBLICITY Page 18 10.1.1 PRESS RELEASE Page 18 10.1.2 ADVERTORIALS Page 19 10.1.3 TV SHOWS Page 19 10.2 ADVERTISING Page 19 10.2.1 TV Page 19 10.2.2 PRESS Page 20 10.2.3 POSTERS Page 22 10.3 EXHIBITIONS Page 23 10.4 SALES PROMOTIONS Page 24 10.5 SELLING AND SALES MANAGEMENT Page 25 10.6 DIRECT MARKETING Page 26 10.7 INTERNET Page 26 10.8 PACKAGING Page 27 10.9 SPONSORSHIP Page 27 11.0 CONTROL Page 28 11.1 PR& PUBLICITY Page 28 11.2 ADVERTISING Page 28 11.3 DIRECT MARKETING Page 29 11.4 INTERNET Page 29 11.5 SELLING AND SALES MANAGEMENT Page 29 11.6 SALES PROMOTIONS Page 29 11.7 EXHIBITIONS Page 30 11.8 PACKAGING Page 30 12.0 MEN/WOMAN Page 31 12.1 PR& PUBLICITY Page 31 12.2 ADVERTISING Page 31 12.3 EXHIBITIONS Page 31 12.4 DIRECT MARKETING Page 31 12.5 INTERNET Page 31 12.6 SELLING AND SALES MANAGEMENT Page 32 12.7 SPONSORSHIP Page 32 13.0 MINUTES Page 33 14.0 MONEY Page 35 15.0 REFERENCES Page 37 16. ...read more.

Middle

In order to obtain free publicity through magazines we will look at the feature calendar of each magazine, using creative ideas in order for the Apple system to blend in their current/ upcoming features. -Men's health A magazine that appeals to the health conscious male, and also features an extensive lifestyle section where a press release or editorial can be placed. -What hi-fi? Sound and vision A press release will also be placed in the hi-fi choice magazine to directly reach the hi-fi users in the UK (the 50 best hi-fi's edition). This is one of the strongest publicity campaigns as most hi-fi users will buy the magazine at this time of year in order to get a back to back comparison to the best hi-fi's out there and their price ranges. -GQ Magazine An article in GQ magazine would also be a fantastic option, as GQ magazine is a magazine aimed at the young affluent man who is with image conscious, high-income lifestyle. By carefully selecting the magazines in which it is placed in it will allow the right image is being built and the market segments of medium-high income males are being targeted. -Daily Mail Daily Mail/Mail on Sunday has a magazine supplement called NITE in which they do a section for the latest in men's technology/clothing/ aftershaves etc. - Telegraph The Telegraph has a weekly Telegraph magazine, which contains a digital feature, called 'Digital life' which has reviews and notifications of the hottest new gadgets on the current market. -The Guardian has a technology section in their newspapers and also has a gadgets feature in their Sunday supplement magazine. -Daily Express The Dailey Express has an entertainment section on its Thursday's paper with gadget /games section which features and reviews the latest technology. -Times The Times has technology feature in its Sunday times with a feature called test bench which compares and rates the latest in gadgets and innovative technology out of 5 stars on its quality, features and overall design. ...read more.

Conclusion

3 issues (monthly) �67,350 TOTAL: �857,328 * NEWSPAPERS: METRO �31,178 Full page 20 issues �623,560 LONDON LITE �17,640 Full page 25 issues �441,000 THE SUN �50,975 Full page 15 issues �764,625 THE LONDON PAPER �18,850 Full page 20 issues �377,000 THE TIMES �27,195 Full page 15 issues �407,925 TOTAL: �2,614,110 * POSTERS BUSES: BUSES: REARS (NATIONALLY) �346,750 (national pack) first 2 weeks of the product launch 3650 �346,750 BUSES: REARS (CENTRAL LONDON) �143 each first 2 weeks of the product launch 100 �143,000 DIGITAL ESCALATOR PANELS (D-EPs) first 2 weeks of the product launch 14 tube stations �93,333 2 weeks of each month for a year) 6 tube stations �246,000 DOUBLE SIZE BILLBOARDS (NATIONALLY) �450 per week 1st month of the product launch 200 Billboards nationally �360,000 �450 per week 1st week of each month (11 months) 100 Billboards nationally �495,000 TRAIN ADVERTISING POSTERS (NATIONALLY) �30 per month for a spot 1st month of the product launch 600 spots �18,000 TOTAL: �1,702,083 * EXIBITIONS SOUND & VISION SHOW: WHAT IS HI&FI? �3,400 per day 2 days �6,800 HI&FI SHOW �3,000 per day 2 days �6,000 EHIBITIONS IN APPLE STORE EVERY SUNDAY FOR A YEAR TOTAL: �12,800 * SPONSORSHIP X-FACTOR �5 MILLION �5 M TOTAL: �5 M * PR & PUBLICITY �10,000 miscellaneous �10,000 TOTAL: �10,000 * DIRECT MARKETING �5000 miscellaneous �5000 TOTAL: �5000 * SALES PROMOTIONS TICKETS TO MADONNA'S CONCERT �387 1 DAY CONCERT 20 TICKETS �7,732 SALES PERSON 1 % COMMITION ON EVERY HI-FI SOLD 1 YEAR 5000 �20,000 SELFRIDGES VOUCHERS �50 1 YEAR 5000 �25,000 1ST PRIZE-7 DAYS HOLIDAYS �500 2 �1,000 2ND PRIZE-2 DAYS HOLIDAYS �250 2 �500 3RD PRIZE- DAY OUT TO THORPE PARK �65 2 �130 VOUCHERS �5 FIRST 3 MONTHS 1500 �7,500 GOODIE BAGS �2 2 DAYS EXIBITIONS 20000 �40,000 TOTAL: �101,862 * TV SKY TV �700,000 10 months 3000 spots �700,000 IDS �400,000 �400,000 TOTAL: �1,100,000 TOTAL �21,691,366 Our overall expenditure for the marketing communications campaign for the iSoundbox hi-fi is �21,691,366. However we have not included the price for the production of the advert. This budget was made via executive judgment. 15. ...read more.

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