Zune Marketing Presentation

By: Brian Biancardi, Jenni MacDuff, Meghan McDonald, & Alex Schnulle

Objective• Increase market share

– High quality, lower price– Trendy and cool

Target Market• Tween girls• Caucasian• Midwest metropolitan• Middle-class

Pricing• Flat 15% price cut• Value objective• Switching from competitive to penetration

Product• Shopping product• Maturity stage• Zune pass• HD radio• Wi-fi• Compatible• My Social

Distribution

• Dual channel + intensive distribution = a Zune for every tween

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are needed to see this picture.

Promotion•Demonstrate Zune mp3 player is affordable, “cool”, trendy, individualized

•Connect to target with most admired artist, Justin Bieber, as partner

•Social Media Contest

•Justin Bieber concert at junior high schools in major Midwestern cities

•Play ad on The CW, Nickelodeon, MTV

•Run print ad in CosmoGirl, Teen People, Teen Vogue

•Direct Mail

Zune Mp3 Player Storyboard

1.

Opening scene: Justin Bieber on stage begins singing hit song “Baby,” which will play throughout advertisement, but with juxtaposed images of

him performing the song live on stage and teenage girls singing “Baby” listening to their Zune Mp3 Players with no back-up music

2.Girls singing “Baby”

Audience cannot hear background music just girls singing

3.

Justin continues to sing “Baby” for crowd of excited tween/teen girls.

4.Girls camping singing “Baby”

Audience cannot hear background music just girls singing

5.…and back to Justin singing for students

6.Cuts to multiple “tweens”/teen girls dancing and

singing “Baby” with no back-up music

The song stops playing for a few seconds and Justin Bieber begins to get sucked into a vortex that funnels into a Zune Mp3 Player.

7.

8.Song ends with “thought you’d always be mine”

Win A Justin Bieber

Concert For Your Whole School!

See Our Facebook Page for Contest Details

www.facebook.com/

zunebiebercontest

Get In The

Zune Mp3 Player Print

Advertisement

Win A Justin Bieber

Concert For Your Whole School!

See Our Facebook Page for Contest

Detailswww.facebook.com/zunebiebercontest

www.facebook.com/

zunebiebercontest

Zune Pass Gift Cards Help You Pass On Bieber

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Direct Mailing

Thank You