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Executive summary The thirst for battery power in new smartphones and tablets is fast outpacing improvements in battery technology. Battery makers are trying to wring the last bits of capacity out of 15-year-old lithium ion technology, while device and app makers seem to be just waking up to the seriousness of the problem. Power generating shoes may be the answer. They convert the energy in every step you take to electrical energy which can be used to charge electronic devices. A survey conducted amongst the target audience showed that more than 50% of participants had favorable opinions about such a product. Coupled with the fact that the smartphone market is growing rapidly, power generating shoes have a huge market potential. But given the relatively high price of product and complexity of technology used the target audience would mostly comprise of innovators. Since the metro cities have largest concentration of smartphones, they are an appropriate place to launch power generating shoes. On this premise we designed a print ad campaign for the four metro cities- Delhi, Mumbai, Bangalore and Kolkata. The objective of the advertisement campaign is to create awareness and comprehension about the product in the target audience. This is necessary as this is a completely new product involving relatively complex technology. The publication channel used is the leading English newspaper of each metro city. The news paper is the obvious choice because of its mass reach which would be pivotal in creation of awareness about the product. The target audience for our product is in the wide age range 20-35 years. The number of magazines and their readership in this age range varies greatly which makes magazines relatively less effective medium as compared to newspapers. Its a two month long campaign comprising of two phases. The first phase is about arousal of curiosity among the target audience while the second phase involves educating the target audience about the technology and product range being offered. The print ad campaign would have to be accompanied by an events campaign in metro cities which would provide a platform to satisfy the curiosity generated by print ads among the target audience. For the evaluation of extent of success of the print ad campaign a survey would be conducted across all four metro cities which would measure the change in product awareness and comprehension level in the target audience.

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Research Report

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INDEX

(1) Target problem......................................................4 (2) Product..4 (3) Target audience and product acceptance......5 (4) Market potential............................................12 (5) Key planning decisions.....12 (6) Media plan.............................13 (7) Advertising budget................................................22 (8) Evaluation of campaign..........................................23 (9) Other promotion strategy........................................23 (9) Bibliography............................................................24

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1. Target Problem Powering modern mobile electronic devices like smart-phones, tablets etc is a challenge power consuming applications, short time between battery recharges as well as the lack of an adequate electrical power grid in many geographical areas severely limit portable electronics use. 2. Product 2a. Concept Up to 10 watts of power is lost as heat each time a foot hits the ground. Mobile devices such as phones and tablets use between 1 and 15 watts, so if the energy released in every step is tapped efficiently ,enough power can be generated to charge devices like mobile phones, mp-3 players and even tablets. 2b.Proof of concept Mechanical engineers Tom Krupenkin and Ashley Taylor at the University of Wisconsin in Madison are developing 'in-shoe technology' that could generate up to 10 watts of power per footstep. This technology makes use of reverse electrowetting phenomenon in order to convert mechanical energy to electrical energy. The research paper describing the details of the phenomenon were published in the February 2012 issue of the natureCOMMUNICATIONS magazine. So far, Krupenkin has got up to 150 droplets, which produced a few mill watts of power. But he has extrapolated his experimental data and calculated that in a device with 1,000 droplets, which would easily fit into an area of 40 centimeters square, up to 10 watts could be generated. 2c. Product design and features The shoes have embedded circuitry required for the Reverse Electrowetting phenomenon to occur through which energy in each step is converted to electrical energy. There are two fluid chambers, one at the front and one at the back and a rechargeable storage battery in the middle. The fluidic chambers are polymer bladders which are very embedded in the resilient midsoles of the footwear. The foot never contacts the bladder directly The battery is hermetically sealed and has in-built safety circuit for preventing short-circuit under any circumstance. The battery is automatically recharged during walking to provide electrical power when the user is at rest.
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The power from the battery can be transmitted to electronic devices via connecting wire and it can be also used through a wifi hotspot. 2d. Potential application Ten watts would be enough to power a mobile phone, a military radio, a GPS device, even a small laptop. In particular, the integrated Wi-Fi hot spot can act as a middleman between mobile devices and a wireless network. Such an arrangement dramatically reduces power consumption of wireless mobile devices and allows them to operate for much longer time without battery recharge.

3. Target audience and product acceptability 3a. Target audience

AGE

VALS
INNOVATORS THINKERS OTHERS

5-20

20-35

35-50

> 50

INC

LSTYL
PROG MOD CONS

50k-100k

100k-150k

150k-200k

> 200k

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LOC

EDU
10+2 GRAD P.G
Characteristics:

EAST

WEST

NORTH

SOUTH

Smartphone user Innovator (with reference to the VALS framework )- an innovator possesses a penchant for trying out new technologies/products as well as the resources to afford them The power generating shoes use a completely new technology and their pricing is premium thus making appropriate for innovators. Age= 20-35 years Monthly income= Rs1-1.5lakh Lives in one of the metro cities

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3b. Product acceptability 1. How long is the battery back-up of your smart phone? a) upto 6 hours b) 6-12 hours c)12- 18 hours

d)18-24 hours

graph 1
50.00% 40.00% 30.00% 20.00% 10.00% 0.00% upto 6 hours 6-12 hours 12-18 hours 18-24 hours graph 1

2. How often do you land up in zero battery situations with no charging point around? a) rarely b) often c) frequently d) most of the time

graph 2
60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% rarely often frequently most of the time graph 2

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3. Do you have a portable music/MP3 player? a) yes b) no

Graph 3
90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Yes No

Graph 3

4. On a usual day for how long do you use it? a) 1-2 hrs b) 2-4 hrs c) 4-6 hrs

d) >6 hrs

Graph 4
45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 1-2 hours 2-4 hours 4-6 hours >6 hours Graph 4

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5. How often do you land up in zero battery situations with no charging point around? a) rarely b) often c) frequently d) most of the time

Graph 5
60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% rarely often frequently most of the time Graph 5

6. What is the price of the pair of sports/casual shoes that you have purchased recently? a) Rs 0-3000 b) Rs 3000-6000 c) Rs 6000-9000 d) Rs >9000

Group 6
50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 0-3000 3000-6000 6000-9000 >9000

Group 6

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7. What is the price of the pair of formal shoes that you have purchased recently? a) Rs 0-3000 b) Rs 3000-6000 c) Rs 6000-9000 d) Rs >9000

Graph 7
50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 0-3000 3000-6000 6000-9000 >9000

Graph 7

Up to 10 watts of power is lost as heat each time a foot hits the ground. A reputed footwear company is planning to come up with shoes which can convert this energy into electrical energy which would be stored in a battery embedded in your shoes. This can be used to charge mobile phones and even tablets anytime and anywhere. The price would be in the range Rs 700010000. 8. What do you think about a shoe that can charge your phones battery? a) least interested b) fairly interested c) excited d) get me one of them

Graph 8
45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% least interested fairly interested excited get me one of them

Graph 8

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9. What do you feel about the pricing? a) too expensive b) expensive

c) value for money

d) cheap

Graph 9
50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% too expensive expensive value for money cheap

Graph 9

10. Would you buy such a shoe? a) yes b) probably yes

c) probably no

d) no

Graph 10
60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Yes Probably yes Probably no No Graph 10

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4. Market Potential India has around 1015 million smartphone users and over 900 million telecom subscribers.- Business Line 2011 In 2011 mobile phone shipments in India were around 184.4 million units and it is forecasted that the market would clock 301 million by calendar year 2015, at a CAGR of 13.03 per cent IDC (International Data Corporation) Estimates Of this, smartphone segment is forecasted to see an increased CAGR of 63.4 per cent with a shipment of 77.5 million by CY 2015- IDC Estimates

The product is targeted at smartphone users. Though currently there are only 10-15 million smartphone users in the country out of 900 million telecom subscribers but this number is increasing rapidly as suggested by the research stated above. This implies huge potential for power generating shoes too. 5. Key planning decisions 5a. Key consumer benefit Portable and convenient charging solution for electronic devices like smartphones and mp-3 players. 5b. Supporting selling features The shoes contain battery-cum-wifi hotspot which can act as a middleman between mobile device and cellular networks. The mobile device communicates to wifi hotspot via short range radio frequencies which in-turn connects it to cellular networks via long range frequencies. This reduces direct long range communication from the mobile device increasing its battery life.

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5c. Desired product image We want to create an image of a product for the modern generation which is in sync with their non-stop fast paced lifestyle whether it is enjoyment or work. 5d. Advertising objective Power generating shoes are a new product in the market which the people have never seen before. Also it involves relatively complex technology as compared to that in any other footwear currently in the market. Therefore we feel that the objective of our first print campaign should be increasing product/brand awareness and knowledge. Awareness- to make target audience aware of the existence of FUTPOWER brand. Knowledge/Comprehension- to develop an understanding among the target audience about what the product is and what it can do for them

Objective Statement To increase the awareness and knowledge about FUTPOWER power generating shoes among the smartphone users in the 4 metro cities (Delhi, Mumbai, Bangalore, Kolkata), from present 0% to 80% in 2 months. 6. Media Plan 1) Ad type- Print advertisement 2) Type of publication- Highest circulating newspaper in each of the 4 metro cities Delhi- Times of India Mumbai- Times of India Bangalore- Times of India Kolkata- The Telegraph We have chosen newspaper as our publication channel because it has mass coverage. The target audience for our product is in the wide age range 20-35 years. The number of magazines and their readership in this age range varies greatly which makes magazines relatively less effective medium as compared to newspapers which have relatively better readership and lesser diversity. 3) Duration of campaign- 2 months 4) Time and frequency of ad publication Time-All the print ads would appear in Sunday Edition of respective newspapers because newspaper readership is maximum on Sundays. Frequency- Advertisement on every Sunday for 2 months. (2 months=8 Sundays= 8 advertisement days)
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Print ad 1

Hello!! Just listen. My phones battery is low. I will be comin....

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Print ad 2

OOPS!! I forgot my phones charger at home....

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Print Ad 3

Excuse me, could I use your phone for a sec. My phone has conked off....

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Print ad 4

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Print ad 5

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Print ad 6

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Print ad 7

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Print ad 8

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5) Positioning and Scheduling Month 1, 1st Sunday- Half page Print ad 1 on front page of newspaper Month 1, 2nd Sunday- Half page Print ad 2 on front page of newspaper Month 1, 3rd Sunday- Half page Print ad 3 on front page of newspaper Month 1,4th Sunday Full page Print ad 4 on front page Full page Print ad 5 on last page

The aim of first 4 advertisements is to generate curiosity among the target audience while in the 5th advertisement the product would be revealed. Since the product is revealed at the end of first month, in the second month the main aim is to give him information about the product and the range being offered. Month 2, 1st Sunday- Half page Print ad 6 on last page of newspaper Month 2, 2nd Sunday- Half page Print ad 7 on last page of newspaper Month 3, 3rd Sunday- Half page Print ad 8 on front page of newspaper Month 4, 4th Sunday Quarter page Print ad 7 on front page of newspaper Quarter page Print ad 8 on last page of newspaper

7. Advertising Budget Delhi Advertisement rate in Times Of India= Rs 3195 per square cm Area of full page= 47cm X 33cm = 1551 sq cm Cost of full page ad= 1551 X 3195 = Rs 49.5 lakh Cost of advertisements for 2 months = 5.5 X 49.5 = Rs 2,72,54947 Mumbai Advertisement rate in Times Of India= Rs 3925 per square cm Area of full page= 47cm X 33cm = 1551 sq cm Cost of full page ad= 1551 X 3195 = Rs 60.9 lakh Cost of advertisements for 2 months = 5.5 X 60.9 = Rs 3,34,82212 Bangalore Advertisement rate in Times Of India= Rs 2610 per square cm Area of full page= 47cm X 33cm = 1551 sq cm
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Cost of full page ad= 1551 X 3195 = Rs 40.4 lakh Cost of advertisements for 2 months = 5.5 X 40.4 = Rs 2,22,64605 Kolkata Advertisement rate in The Telegraph= Rs 3255 per square cm Area of full page= 47cm X 33cm = 1551 sq cm Cost of full page ad= 1551 X 3195 = Rs 50.5 lakh Cost of advertisements for 2 months = 5.5 X 50.5 = Rs 2,77,66777 Total cost of 2 month advertising campaign in 4 metro cities= Rs 11,07,68541

8. Evaluation of campaign Since the target objective of the advertisement campaign was to create awareness and comprehension about the power generating shoes in the 4 metro cities, therefore its success can be measured by conducting a post campaign survey in the 4 metro cities to gauge the awareness and comprehension levels in the target audience. 9. Other necessary promotion strategy Along with the print ad campaign promotion via events is also necessary as it gives the target audience an opportunity to feel and interact with the product. Therefore an events campaign should run in the major malls of all four metros throughout the duration of the print ad campaign.

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Bibliography

1. 2. 3. 4.

Nature Communications Journal IDC research report on mobile market in India Advertising and Sales Promotion by Wiley Publications www.releasemyad.com

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