Sony Ericsson case
Sony Ericsson case
Ever since the Japanese electronics company Sony and the Swedish telecom giant Ericsson came together to form Sony Ericsson, big things were expected in terms of technologically advanced wireless phones as well as improved sales and market shares. However, the first year passed with a lot of disappointment. Sony Ericsson’s already low market shares began to drop rapidly and the company was losing money. On the other hand, the much anticipated Sony Ericsson T68i phone was introduced and was a major hit. It was the first GSM/GPRS (global system for mobile communications/general packet radio service) color screen handset. Its Bluetooth technology was also the first of its kind, allowing wireless connections to headsets and PC synchronization. One of the accessories included a snap-on digital camera, which has become quite popular and a must for all new models. In the past year, Sony Ericsson has seen a revival in the company as they continue to introduce new revolutionary devices such as the P800 and T610 and set new standards. All this success has contributed to an increase in market shares and has pushed them back into the top five in cell phone manufacturers. In order to continue this success, a new IMC plan is needed. The first step will be to analyze the marketing situation and conducting a SWOT analysis.
Consumer behaviour analysis - Buyers tend to be wealthier individuals who are willing to pay more for a better phone. They have higher expectations than those who are first time buyers. Sony Ericsson is creating new ways to use multimedia communications, which creates new business opportunities. Christmas time is usually when sales volumes increase.
Economic trends - According to IDC's Worldwide Handset QView, worldwide handset shipments grew by 19.2% year-over-year in 2Q03 and increased sequentially by 6.7% to 118.3 million units despite world economic uncertainty, the treat of SARS and terrorism.
Market analysis: Currently the market size for cell phone users in Canada is C$7-billion in 2002 and will grow to C$10.8-billion in 2007. While in the United States over the next five years the cell phone market will reach US$133 billion. Currently the market segment for cell phones are, regular cell phone users, colour screen cell phone users, and a new market of cell phone gamers.
Product analysis: Market share are at 5.7% currently #5 behind Nokia, Motorola, Samsung and Siemens. Units shipped in the quarter reached 6.7 million, which is 34% higher year-on-year and 23% higher compared to the first quarter 2003. Net sales for the quarter were Euro 1.125 million, representing year-on-year and sequential increases of 18% and 40%, respectively.
Direct competitors - Nokia, Motorola, Samsung, Siemens
Indirect competitors – walkie-talkies, instant messaging, pagers, PDA’s
Strengths: The strengths of this company include its relationships in Japan (Sony) and Europe (Ericsson). Sony also provides expertise in the consumer electronics field while Ericsson supplies their knowledge in telecommunications. The handheld devices that they make are the best with all the latest features. They are currently working on G3 (Third Generation) phones. Many of the latest Sony Ericsson models have appeared in hit movies because of their stylish designs thus giving it extra exposure. All of their models are GSM world phones, which can be used all over the world. There is also a wide selection of accessories that can be used with their phones.
Weaknesses: The costs of most Sony Ericsson phones are quite costly but the phones are classier compared to the Nokia brand. This issue does not help considering they have very little market shares when compared to the leader Nokia. While most people are impressed with the design and advanced phones, many have no use for a built-in digital camera and prefer a simpler phone.
Opportunities: Sony Ericsson like all wireless manufacturers is trying to create “Smart phones” which combined the wireless device with the features of a PDA. This makes it easier for people to stay connected. In addition, they are trying to extend their Bluetooth technology to other devices such as cars and other electronics since everyone is demanding to be free of wires. Sony Ericsson is also trying to use Sony’s expertise in gaming to enhanced gaming experience on cell phones.
Threats: Walkie-talkies are becoming more and more popular since it can be used in surprisingly long ranges. Bell/Telus mobility is a direct threat with their new version of walkie-talkie called the ‘Mike Network’ (can be dubbed as a phone and a walkie-talkie) with an increasing demand in the construction scene to stay connected in more ways than one.
Our segmentation strategy will consist of Geographic, Demographic, Psychographic, and Benefit segmentation. We plan to use these segmentation’s because it offers us the greatest exposure and it successfully meets the needs of these individuals. From where you live to how you live to what you want out of a cellular life. These individuals that fall into this category are existing cell phone users that we will try to take away with our IMC plan as well as new users to the industry that would like or require a cell phone for their daily lives.
Geographic segmentation because Sony Ericsson is a world phone and is used in Canada, United States of America as well as Europe. These are the largest markets for cell phone users and this is why we will be targeting them.
Demographic segmentation because we will target individuals aged 18 – 40 with a source of income that can cover the cost of this pricy phone and the plan that comes with it for the succeeding months. The people that fall into this category are the prime consumers of cell phone users. People that want to stay in touch with their friends and business people that need to stay in touch with their customers or business associates while traveling the world.
Psychographic segmentation because of the lifestyle that these individuals lead, the individual will have an outgoing personality with a hectic lifestyle that wants to keep in touch with family members, friends and/or clients. Almost everyone now has a cell phone in their pocket.
Benefit segmentation because consumers are trying to satisfy particular needs or wants. For the younger generation they are trying to satisfy the need for social acceptance, and have increasingly become a cultural norm to have a cell phone in today’s society. For the older generation it will satisfy the need of staying in touch with their loved ones. It will also satisfy their need to stay in touch with the business world with the always on the go lifestyle with it being a world phone. A third benefit is for the ‘techies’ that want the newest technology first, with the first colour cell phone and the first photographic cell phone.
We will position our product ‘Sony Ericsson Cell Phones’ by price/quality. Our positioning statement will be ‘stay in colour’. This positioning suits us because Sony Ericsson is a high end phone that is well priced but has great quality. They are the fifth largest handset firm in the world with innovative ideas. One idea is the colour phone; Sony Ericsson developed one of the first colour phones and also was one of the first to add a camera to their phone. Our positioning statement ‘stay in colour’ makes us seem hip and new looking for those core users of the technology sector that are heavy into new and exciting technology and must have it first. While all the other cell phone users are stuck in the past era of dull and boring black and white cell phones. These cell phones are farther advanced than the rest because you can surf the internet, play fun games, and even take pictures in colour.
This is a preview of the whole essay
Target Audience - Our target audience will be teenagers and young adults ages 15-35 that like the Sony Ericsson style and design and for those young entrepreneurs and business people who requires our technology to be successful. We classify this group as the brand loyal customers and other brand switchers. We feel that the majority of the customers are repeat purchasers and will continue to purchase the Sony Ericsson brand because they appreciate the quality and style of our selection of mobile phones. We will also target other brand switchers because we want to communicate to them that with the help of Sony, the new wave of Sony Ericsson mobile phones are more advanced and user friendly compared to the old Ericsson brand.
Behavioural Objectives – The behaviour that we want this communication to cause in our target audience is trial and repeat purchase. We want to reach out and attempt to attract customers who do not own cell phones. In this case, we are trying to create both category trial objectives as well as brand trial objectives since we want the customer to enter into the wireless phone category in addition to choosing the Sony Ericsson brand. Since many customers cannot afford to go out and buy a new phone everyday, it will be our main focus to make sure that customer’s repeat-purchase our brand.
Communications Objective – In our communications objective, we want our target audience to have is category need, brand awareness and brand attitude. We will try to communicate the need for advanced phones with built-in digital cameras, the need for colour screens, and the ability to connect to the internet with your phone. We want to create the impression that the cell phone is no longer just a phone and everyone needs to have all of the features. Our goal is also to have the name Sony Ericsson mentioned whenever a conversation about cell phones arises. We wish to be known as the company that sets the standards and stands out from all the rest of the manufacturers.
Proposed budget allocation and rationale
Our proposed budget is approximately $2 million Canadian. This figure was obtained by $72.7USD company profits. I divided this figure by 4 because Sony Ericsson does business in the 4 regions (Americas, Europe, Asia-Pacific and Africa & Middle East). I then split that figure 60% (U.S.)/40% (Can) based on the estimated market size and then took 20% of that number and converted it to CDN currency to attain our budget.
We have planned to allocate our budget based on the chart below.
Motion Picture – We feel that putting our product in a motion picture will greatly influence the purchase of our product. The featured film will be played across the country even the world. With our product effectively matched up with the right source will have an explosion effect. Combined with the internet and rentals the film will reach almost every household in the country and potentially others who enter the household at that moment. This will be run in the year 2005.
Theatre Advertising – This is part of our brand awareness campaign and it will allow us to communicate to millions of people in a short amount of time. This will create buzz among the teenagers up to the age of 27.
Prime time TV – We feel this is a great way to gain national exposure. We have decided to split the cost with service providers such as Fido and Rogers because they will ultimately be the ones selling our products.
Specialty TV package – We feel this might be a more effective way to reach our target audience. We will focus on sports channels such as TSN or Sportsnet and during sporting events. Once again, the cost will be split.
General interest magazines – Although we may not reach our target audience, we feel that we will reach a bigger audience. We hope that this will create interest from non-users and as a result, increase our sales. The more awareness we can create the better it will be.
Specialty magazine – This is probably going to be one of the most effective methods of advertising for us. We will advertise in magazines such as HUB, which informs Canadians about various digital electronics for business and homes. We may even get a good feature review article from them.
Newspaper – We hope to attract wealthy businesspeople with this medium. We have targeted newspapers such as the Toronto Star and Globe and Mail in hopes to reach this target. We have a new line of PDA phones that we feel will benefit this group of users.
Internet banner ads – Although statistics show that the success rate for this medium is very low, we feel that this low cost risk is worth the chance. The internet is the fastest growing way to inform our customers of our products. This will be introduced in the year 2004.
Webpage – This is where our younger users go to gain information about our products. Our webpage will feature all of our products, store locaters, and all the information anyone wishes to know about our company. We feel the internet is a great easy way to reach out to potential customers. This will be introduced in the year 2004.
Direct Mail – This will be our nation wide campaign combined with Fido in response to Telus. This will help us sell more phones through Fido and help Fido get back some of their customers that they have lost. This is a win, win situation and will build onto our brand awareness tactics. This will be introduced in the year 2004.
Campaign theme – “Judgment Day” and “Sony Ericsson, a call to the future.” We have decided to use a Judgment Day theme like the one used in the movie Terminator3 where all the competition will vanish and we will be the only ones who survive.
Key consumer benefit – Consumers will benefit from knowing that our phones are the best. Customers who buy our phone will see that our phone has all the qualities of a futuristic phone but Sony Ericsson makes it possible to have that technology today!
Support claims statement – Sony Ericsson promises to be the leader in technology. Customers can rest assure knowing that every Sony Ericsson phone purchased will be of the best quality. Sony Ericsson sets the standards and our competitions are no match because on Judgment Day, they will all be wiped out.
Appeal – we have decided to use the Rational/Humour appeal combo in order to deliver the message. The whole point of our campaign is to create awareness, the humour appeal will help people remember our ads, and the rational appeal will inform people of our great product. We feel this will eventually help build a lasting relationship with the customers.
Source Characteristic – We prefer to have no-name actors delivering our message since we do not want anything or anybody overshadowing the product. The focal point will be completely on the great features of the phones.
The execution style that we will use will be a combination of ideas. To get across our unique selling points we will use demonstration, slice of life, and humour. We can use demonstration in our commercials to show and demonstrate the features of the phone, such as cool games in colour, colour screens, take pictures with a camera, sending those images via email, mp3 player, night vision, image editing/usage, and video. Slice of Life can be used by having a problem not being able to capture the moment and the solution being able to take the memorable picture and sending it to someone else via phone number or to your email address for safekeeping. For example having a person take a picture of someone’s slip up while talking to another and then sending the humorous picture over the phone. Lastly, we can use humour with our television commercial or our print ads in the way that the pictures taken can be very funny and the discussion of the picture can be a funny one.
Our media plan will include our objectives, our strategy and the media vehicles that we have chosen. Our media objectives are to use broadcast media to provide coverage of 90% of the target audience in a one year period. Also, have a frequency of at least ten times during the year and a reach of at least 70% of the target audience. Our product has many competitors and requires a high involvement/feeling FCB planning model combined with the standard learning hierarchy purchase model requiring the Think-Feel-Do actions of the customers. So our media strategy will be in a blitz format involving the use of television, direct mail, print ads, outdoor media, transit and internet to reach our given media objectives of building on psychological and emotional motives such as building self-esteem or enhancing one’s ego or self-image. We will also run a nation wide Brand Awareness campaign before the actual campaign is released to entice the customers to anticipate the release date. We will administer short ads building awareness and interest towards the product. This will be followed up by a promotional plan release date party, where the best of the best people with the press, media, editors, and models everywhere, Champaign flowing music and than the much anticipated first ever glance of the product. We will deliver a spectacular show of the unveiling than as the show comes to a close the premier of the commercial will come on to the big screen that has floated down from the ceiling into the middle of the stage.
Television will be a substantial focus to reach 90% of our target audience, and to try and create some sort of interest towards the phones, ultimately trying to create a pull strategy. This type of media will help us communicate our unique selling points to the target audience while arousing interest in the AIDA model.
Direct mail will also be a useful tool for us (combined with service provider), for sending out an attractive flyer with our promotion (free DVD with plan on Sony Ericsson phone) with our campaign theme trying to reach 40% of our target audience.
Print ads will be like the direct mail ads but on an upper scale to fill full page ads in newspapers, general/specialty magazines, high school year books, and college newspapers. This type of action will create brand attitude and brand purchase intention trying to create or arouse desire in the favourable brand switchers as well as other brand switchers. With these ads, we will try to reaching 25% of our target audience.
We will also be aggressive on our moving towards outdoor media. First, we will have a big billboard with a standout phone and a caption, ‘keep in touch’. We will also setup transit advertising to reach 75% of our target audience, by placing small ads just above the exits as well as on the bus shelters so you not only see the ad while riding the bus, but your reminded when you get off the bus. Also placing an ad in the bus shelter in targeted regions, so that we can reach 50% of our target audience from frequent drive by’s. The outdoor media will be nation wide brand awareness and facilitate brand purchase related behaviour.
Internet will play a major role in the media objectives, by reaching 90% of our target audiences. There are endless possibilities with the use of the internet some of the ways that we will utilize the World Wide Web is through email, with banners and unique forms of pop-ups that are eye catching and holds onto interest until the end.
We will also concentrate heavy on peak gift giving times as well as the summer months when people are more inclined to buy cell phones.
Integrated Marketing Communications Plan
The IMC programs are a crucial part of marketing and if executed in the right sequence can be proven to be very effective in its delivery and response. The IMC tools that we have selected will be Advertising, Direct Marketing, and Internet Marketing.
First is advertising, our objectives here is to reach 80% or our target audience. Our strategy for using advertising is to put our newest models of the Ericsson phones on the big screen, television, and print media. To build brand awareness, we will have ads everywhere in television media. It will be just a black screen, with phrases fading in and out ‘The past is coming to an end!’, ‘The future is bright and about to begin’, ‘There is nowhere you can hide’, and ‘Judgement Day starts on’. There will be a countdown timer underneath the date counting towards the release date’; then everything just fads out, while the commercial is playing there will be some enticing, anticipating, bad boy background music building brand attitude. By not putting a brand/product attached to this ad it will give consumers that itch to talk about it with everyone trying to find out what it could be. The human mind is a very useful tool, with this kind of ad people will think of only the best things, which will intensify the hype even more. Or brand awareness ad will be placed on the big screen just before the featured film so that people are more inclined to see it and remember it.
Our print ads will read a simple black background with the caption ‘Judgement Day’ it will have a dragons eye in the middle than underneath that it will have the release date. This will be posted on bus shelters, full page newspaper ads, magazines and posters. We don’t want to overstate the hype because people will start to hate the ad, you ultimately want to keep there interest but at the same time not to bombard them with the ads, just make it known that you are out there. The brand awareness campaign is designed to target the customers as well as other cell phone companies. The meaning behind judgement day means that we are going to squash the competition and there is no avoiding it, however the message might not be interpreted right away, but it will be know once the new product is launched.
After the nation wide brand awareness campaign, we will run a high involvement – transformational creative tactics that will appeal to the target audience and supports their lifestyle. The television ad will reach 90% of our target audience with a frequency of 7 to maximize exposure. In addition, we will run our own column in a newspaper, which will be mostly a reminder ad and reinforce the brand image. We will buy a full page ad and make it look like it was printed as a story done on the Sony Ericsson so people wouldn’t think it was an ad and might read the article. We will run the same ad, but with modified format to fit a magazines profile so it doesn’t look out of place.
The execution tactics of the commercial for television will be first a picture of a great night of the city, than panning down to the average good looking male aged 23 - 26. A lot is happening around him music playing people everywhere, and he is walking to the club/bar. The audience notices he has wireless but not to noticeable earpieces. The man is walking having a smile on his face listening to music and having a great time. Once arrived at the club he pulls the phone out of his jacket pocket and hits stop on the phone. This is where the world gets the first glimpse of the phone; as soon as the earpiece is removed a call comes in and a picture of the caller appears on the phone so you then see the use of the phone and some of the unique features/selling points it has. At the end of the ad it will feature the phone alone on the screen while rotating through all of its functions, the phrase ‘Sony Ericsson Bringing it to new levels’ will be displayed and at the same time a voice will be heard reading the phase. This ad will be placed in the evening prime time television viewing. The ad will be mixed within the popular shows such as Friends, Fear Factor, and/or one of those reality shows as well as on specialty channels.
Our second ad will be run differently than the first and at different times, entails a close-up of the phone Sony Ericsson will be printed and viewable on the phone screen, while background music is playing. Next, it will have a cold winter scene with snow falling from above with Christmas music. Than the scene pans down to where you see the next scene it will feature a group of average kids walking and one of them slips and falls and everyone is laughing and having a good time. The scene fads out and picture fads in with the kid in mid air falling and a caption underneath the picture reading ‘relive the experience’ and another caption fads in a few seconds later underneath the first ‘over and over again’. The scene switches and says Sony Ericsson bringing it to new levels and underneath the name a picture of the phone fads in with the picture of the kid on the screen.
By putting the phone in the motion picture will reach 99% of our audience because now a days with the internet all popular movies are not only seen in theatres or rented but downloaded off of the internet and viewed on their computer or television. Potentially it could reach everyone in the household at least once, as well as friends viewing the movie. The way we would work the phone in the movie would be by having the main character someone that people would admire like Tom Cruise or Vin Diesel or someone like that in an interesting suspenseful movie where communication is a must via telephone. This way the audience will be exposed to the use and functionality of one of the models that Sony Ericsson makes.
Next the ‘article’ that will be placed in the newspaper will be an information based mixed with humour ad. The information will be presented in the article format of the general/specialty magazine the picture will have a humorous feel to it. The source will be the product along with a man falling off of a ladder and the phone will capture the moment with a caption ‘don’t let these embarrassing moments pass you by’. The information in the body of the text will explain the features about it, the different uses about the phone, and really make it sound interesting. This ad will be placed near the front within the first 10 pages of the newspaper (Toronto Star, Globe and Mail), and magazine (general: teenagers magazines, specialty: technology magazines) so that readers are more inclined to see it and remember it. If it is in the middle or near the end, it is more likely that people will not read the ad or even see it. This ad works on many different levels, first it will give us credibility by looking like an article and by not having an actual person taking the picture the person viewing it can put themselves in the shoes of the picture taker. Virtually everyone can imagine themselves in the ad because we have all been there, when we needed a camera but didn’t have one.
We will run these ads during peak gift giving and holiday times that way we can feed off and/or utilize the holiday spirit of Christmas, Boxing Day, and Thanksgiving. Advertising doesn’t come cheap; it will cost us $1 million to place the ad in a motion picture, $200,000 to place the ad before the featured film, $360,000 for a general interest magazine, $150,000 for a specialty magazine, Prime time TV $875,000, specialty TV costs $250,000 and $260,000 for newspapers for a grand total of $4,220, 000.
Secondly, we will use direct marketing in the form of direct mail to reach 40% of our target audience and a response rate of 10%. We will send out thousands of ads in the mail with our promotion in conjunction with a service provider Rogers of Fido. We can run a response ad for the Telus Mobility campaign, the ad will be a functional ad where the end user will be able to go to a website and get all the information they need on the phone itself and the Fido Company, also there will be an option online to sign up with a discounted price.
The execution tactics for this ad will be a yellow boarder top and bottom with a sentence in the top boarder reading Sony Ericsson. Inside the boarders is a teenager getting kicked out of a room, and on the phone screen you can see girls wrapped in towels looking like a girls locker-room with a caption underneath it saying ‘snap one for the boys!’ and beside the picture it lists its features camera, colour screen, polyphonic ring tones, games in colour, and much more… In the bottom boarder it will read the website that they can go to, too find more information about the phone and service. This type of advertising will cost us $10, 000 to produce the ad and $250, 000 to send to 250, 000 households, and totaling $260,000.
Internet marketing has to be one of the most effective ways to reach everyone and anyone. Virtually every household in Canada and the United States are hooked up to the Internet or at least has access to the Internet in some way. The Internet will reach 95% of our target audience and frequency will be determined on how many times the user reaches the website hard to tell. From my personal research, people are more inclined to research about a product over the Internet to have a base or background information about the product before they enter into the store and acquire more information from the sales agent. I think that consumers are more lazier now that the Internet is out, consumers are more inclined to use the internet to find information if it’s available, because it’s comfortable, warm, easy, no traveling, privacy and best of all no hassles. It allows the consumer to stay in control and enables you to filter out all of the ‘false’ (BS) statements that a sales representative will tell you. It gives them more confidence and reassures them that they are always in control.
The website will be designed in an exciting format. It will have a flash intro displaying the product and a quick overview of the functionality of that product, with music, great imagery, and enjoyable to watch. Than it would redirect you to the Sony Ericsson site where you will be able to find information on the company, products, support, and some downloads. We will also prepare banners and pop-up ads to be placed on certain cell phone websites that are already built with traffic. Banners will be interesting moving but simple and eye catching. The banner ads will display the phone sliding across uncovering the information. The information will be ‘Imagine the Possibilities’ and underneath that ‘Raising the Bar to new heights’. Pop-up ads are a little trickier; they need to deviate from the regular pop-up windows. On my personal computer I have stopped all pop-ups from occurring, however the software is not advanced enough to stop the onscreen interstitial pop-up ads that do not require a new window (Bell.ca). These ads are short entertaining and fun to watch, they get out of your way when it is done and is associated with a link to our site, hoping to bring in at least a response rate of 5%.
Marketers seem to ignore their personal lives and the ones around them, which if you stop and take a look at the people you interact with on a daily basis, they could give you golden information about what people want or expect out of a company. Therefore, I recommend a members only site on the webpage that offers free polyphonic ring tones, games, wallpapers and more, made exclusively for Sony Ericsson customers. Something that costs you next to nothing to produce and it will have an amazing effect towards your brand. When people hear the word free, they automatically associate it with a deal. Also have once a year for the members of the website a draw for a prize something small but valuable to the customers. At the same time, we will run a sign up now and enter a draw to win hundreds of prizes, smaller than the member’s prizes though. This will entice the customer to sign up and wait for the next draw to win the bigger prize. In the members website we will bring out a promotional/functional tool for our members to use. It will feature a web search engine, a pop-up blocker (except ours), form filler, and a site ranking of importance ability and it is totally configurable to your specifications. However the real reason for this members section is to obtain information about the customer. They will have to fill out a form about their personal information to sign up free for the members section to build our customer database. In addition, the toolbar that we have designed will be fully functional, but it will have a send anonymously visiting website information option to the Sony Ericsson team. This option will be tied in with the ranking of websites; we will sell it off that we need to know what website you are on so we can give you our ranking. It will be check as a default but will have an option to take it off if people do not want to participate. With this information sent to us we can effectively pin point the kind’s websites that our customers look at on a daily basis and effectively place banners, pop-ups, or even sponsor or make similar sites to market the selected group. This will increase our exposure to our target audience ten folds, and will be more effective than any placement on a search engine, or the wrong site.
To advertise on the Internet it will cost us $50,000 x 10 websites + $2000 x 5 banners comes to a total of $510,000. The member webpage will cost us $100,000 and the toolbar will cost us $10,000 to produce. The Internet in total will cost us $620,000.
Measurement of Effectiveness
Our campaign that we have built will be a reconditioning campaign. It will create a brand image and brand attitude combined with its unique selling points.
First, we can conduct surveys to see how effective our campaign was throughout its execution process. We can see how effective the brand awareness tactics work, how well the television and movie advertisements reached the target audience. We can also conduct focus groups to see if our brand image was conveyed the way we wanted it to.
We can also go around to malls and hand out free cell phone accessories or hold contest for free phones for those who fill out surveys or subscribe to our direct mailing list. We can also run recognition test and recall test to access the performance and effectiveness of our magazine and newspaper ads. We may also decide to use methods such as the day-after recall test for our commercial ads. Our focus groups will also focus on whether the people recognize our brand and their attitude towards it. For our direct mailing and websites, we will monitor the site activities such as hits frequency. Overall, we hope all this interest will translate into an increased market share. I hope that by the end of the year we can turn into the favoured brand of consumers and double our market shares from the 10% we currently own.