Helmet! Helmet! Contemporary Contemporary Advertising Advertising Final Project Final Project 1094100004 Julia Wang 1094100005 Nicole Juan 1094100013 Cassidy Huang 1094100033 Henry Wu 1094100041 Trisha Hsiao
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