Kyocera IMC Plan

presented by: !

Christine Barbara Robert Lim

Louis Manos Truman Passmore

Danny Wacker !

MKTG 472 | May 5, 2014

AN INTEGRATED MARKETING COMMUNICATIONS PLAN

OBJECTIVEDevelop an integrated marketing communications plan for the launch of Kyocera's new ruggedized smartphone in the

U.S. market with a $2,000,000 budget.

KYOCERA “X”

SITUATION ANALYSIS

COMPETITION

!

๏ Waterproof (IP67)

๏ Dust proof

๏ 5.1” HD screen

๏ 16 MP camera

!

๏ Waterproof

๏ Military grade

๏ 4” Gorilla Glass screen

๏ 8 MP camera

!

๏ Waterproof

๏ Military grade

๏ 4.5” sapphire screen

๏ Smart Sonic Receiver

!

!

๏ OtterBox

๏ Lifeproof

๏ Can be put on any smartphone

KYOCERA“X”

SAMSUNGGALAXY S5

SAMSUNGS4 ACTIVE

SONYXPERIA ZR

CASIOG’ZONE

RUGGEDCASES

!

๏ Waterproof (IP67)

๏ Dust proof

๏ 5” HD screen

๏ 8 MP camera

!

๏ Waterproof (IP55/IP58)

๏ Aqua mode (photos)

๏ 4.6” HD screen

๏ 13 MP camera

S.W.O.T. ANALYSIS!

๏ Limited retail presence

๏ Perceived as “old” brand

!

๏ Waterproofing becoming mainstream

๏ Rugged cases

!

๏ Phone durability

๏ B2B relationships

!

๏ Increased brand awareness

๏ Proprietary features

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

TARGET MARKET!

๏ 25-54 (Male & Female)

๏ Blue-collar job

๏ Accesses work email almost everyday

๏ Uses device for work

๏ Active lifestyle

WORKSMITHS

POSITIONING STATEMENT

"For active, physically demanding tradespeople, Kyocera is the ruggedized, high-performing smartphone, that offers

toughness and dependability with its cutting edge, military-grade technologies."

SECONDARY RESEARCH

AndroidiOSMicrosoftBlackberrySymbian

US SMARTPHONE MARKET

*21 million rugged smartphones were sold in 2012.

AppleSamsungLGMotorolaHTCOther

US SMARTPHONE MARKET SHARE (January 2014)

MOBILE OS MARKET SHARE (January 2014)

PRIMARY RESEARCH

QUALTRICS KEY FINDINGS

VerizonAT&TT-MobileSprintOther

CURRENT PHONE CARRIEROWN A SMARTPHONE?

Yes

No

0% 25% 50% 75% 100%

7%93%

TYPE OF PHONE PLANContract

Prepaid

0% 25% 50% 75% 100%

2%98%

QUALTRICS KEY FINDINGSBRAND FAMILIARITY

(most to least)123456789

CURRENT CELL PHONE %1 63%2 16%3 6%4 6%5 4%6 2%7 1%8 Other 1%9 0%

QUALTRICS KEY FINDINGS

๏ Battery life

๏ Durability

๏ Camera quality

๏ Processor speed

๏ Sound quality

๏ Storage space

๏ Screen size

๏ Waterproof

๏ Texting

๏ Phone calling

๏ Web browsing

๏ Camera

๏ Apps/Games

๏ Other

FEATURE IMPORTANCE(most to least)

MOST UTILIZEDPHONE FUNCTIONS

PERSONAL INTERVIEWS

๏ "What are the top 3 smartphone brands that come to mind?"

๏ "Have you ever heard of Kyocera?"

๏ "What do you primarily use your cellphone for at work?"

THOUGHTS ON PROTOTYPE SAMPLE QUESTIONS“It’s

sleek looking. I’d probably

use it.”

“It’s pretty ugly.”

“Looks interesting, not enough to make me purchase.”

“Still like my iPhone better.”

“Sleek, modern”

“Reminds me of Blackberry.”

SECRET SHOPPING

๏ Rugged cases were heavily emphasized

๏ Most carriers lacked product knowledge

‣ Sprint was most trained and helpful

‣ Prepaid is a strength

๏ Several salespeople were familiar with brand, but perceived it as outdated and didn’t know Kyocera phones were still sold

PROMOTIONAL TACTICS

INNOVATION ADOPTION MODEL

AWARENESS20% 3.7M

INTEREST40% 1.5M

EVALUATION35% 514K

TRIAL20% 103K

ADOPTION50% 51K

TOTAL TARGET MARKET 18,260,300 mining, construction, manufacturing jobs in U.S. (BLS)

SAN DIEGO

PITTSBURGH

REGIONAL DATA

!

๏ Population (2012): 3,176,138

๏ 154,200 manufacturing/construction jobs

!

๏ Population (2012): 1,229,912

๏ 141,300 manufacturing/construction jobs

SAN DIEGOPITTSBURGH /

ALLEGHENTY COUNTY

PHASE: AWARENESS INTEREST EVALUATION TRIAL ADOPTIONMEDIA TACTICS June ‘14 July ‘14 Aug ‘14 Sept ‘14 Oct ‘14 Nov ‘14 Dec’ 14

Print Media Magazines - full page color

Radio AM Drive & Midday Spots Sales Promo Spots

Event Marketing Tough Mudder, Rib Fest, etc.

Trade Shows Various Trade Shows in SD & Pittsburgh

Direct Marketing Direct Mail Direct Mail

Online Display Ads Display Ads

SEO / SEM Google Adwords / Website landing page

Social Media FB (CPM) / Twitter / IG YouTube FB (CPC) / Twitter / IG

Public Relations Press Releases / Tech Blogs

Sales Promotion Sales incentives $50 rebate

Word of Mouth 50 phone trials in SD/Pittsburgh

Product Demos Retail (Home Depot, Walmart, etc.)

AW IN EV TR AD

MEDIA TACTICS TIMETABLE

PRINT MEDIA

Circulation: 187,581

AW IN EV TR AD

Circulation: 1.234 million

๏ Full page color ads for 6 months ๏ Creative adjusted for current stage in adoption model

RADIO

AW AD

PITTSBURGH ๏ 15 spots per week/station for 3 months

SAN DIEGO

EVENT MARKETING

AW IN EV

SAN DIEGO PITTSBURGH

๏ Product demos and creating brand awareness ๏ Collect emails for email marketing

TRADE SHOWS

๏ National Safety Council Congress and Expo

๏ California Construction Expo

๏ HOTEC Design West

๏ Gases and Welding Distributors Association Conference

๏ IEEE Energy Conversion Congress and Expo

๏ Materials, Science & Technology Conference & Expo

๏ Product demos and creating brand awareness ๏ Collect emails for email marketing

AW IN EV

SAN DIEGO PITTSBURGH

DIRECT MAIL

๏ Consumer Leads: 2,314

๏ Business Leads: 1,620

๏ Consumer Leads: 8,440

๏ Business Leads: 2,820

IN TR

SAN DIEGO PITTSBURGH

๏ 9x12 double sided color flyer

๏ Sent to both consumer and business leads

๏ Used to spark interest and drive trial

ONLINE MARKETING

๏ Banner ads on construction/contractor related websites

‣ contractors.com

‣ nationalcontractors.com

‣ letsbuild.org

AW IN EV TR AD

GOOGLE KEYWORDSbroken iPhonebroken phone

cell phone repaircracked screen

water damage phonedurable phonerugged phone

waterproof phonephone sound quality

sapphire glasssapphire phone

ONLINE DISPLAY ADS SEARCH ENGINE MARKETING

AW IN EV TR AD

๏ "Day in the Life with Kyocera X" webisode series

๏ Product demo series

๏ Broken phone photo/video contest

‣ Kyocera gives away Kyocera “X” to replace broken phones

๏ Hashtag Contests

๏ Drive & monitor conversation on Kyocera and broken phone related hashtags

๏ Newsfeed ads

๏ Right column ads

๏ News, events, contests on Kyocera Communications FB page

SOCIAL MEDIA

๏ Press releases at launch

๏ Tech websites/blogs

‣ Viral/informative

๏ Local news outlets

‣ Newspapers

‣ News stations

PUBLIC RELATIONS

AW

SALES PROMOTION

๏ Sales incentives at carrier stores at launch

‣ Cash giveaways

‣ Stores parties

๏ $50 mail-in rebate during holidays

‣ Other promotional tactics used to promote rebate

AW AD

WORD OF MOUTH / DEMOS

๏ 50 phone trials in SD/Pittsburgh before launch

‣ Use for YouTube webisodes

๏ Durability product demos at retail stores (Home Depot, Walmart, etc.)

AW IN EV

MEASURING EFFECTIVENESS

MEASUREMENT

๏ Benchmark testing

‣ Before and after campaign across all tactics

๏ Ad tracking/recall (SD / Pittsburgh)

‣ Brand awareness, brand perception, trial

‣ Carrier co-ops for ad recall

BUDGET

TOTAL BUDGETITEMS PRICE

PRINT MEDIAPopular Mechanics $270,000

Builder Magazine $113,000

ONLINE MEDIA

Facebook $40,000

YouTube $5,000

Paid Search $100,000

Online Display Ads $100,000

Marketing Agency $90,000

PUBLIC RELATIONSPR Agency $50,000

RADIO8 stations in SD / Pittsburgh $300,000

SALES PROMOTIONCash Incentives $20,000

Happy Hour Parties $5,000

$50 Mail-in Rebates $500,000

TOTAL BUDGET cont…ITEMS PRICE

DIRECT MAILPostage $14,896

Flyer Printing $3,170.66

San Diego Business Leads $350

San Diego Consumer Leads $428.09

Pittsburgh Business Leads $350

Pittsburgh Consumer Leads $1,477

EVENTS / TRADE SHOWSTough Mudder (SD / Pittsburgh) $10,000

Coors Light Kickoff & Beer Fest (Pittsburgh) $5,000

San Diego County Fair $3,000

6 Tradeshows (SD / Pittsburgh) $22,200

Additional Tradeshows $59,800

MISCELLANEOUS50 Product Trials (SD / Pittsburgh) $25,000

Labor $100,000

GRAND TOTAL: $1,839,212

THANK YOU