Assessment 3: Marking Criteria (Each of you fill in your student No.

This sheet must be attached in front of your Group Project. Only one of you will need to submit the project to Turnitin) Student No. 1. 2. 3. M00429992 M00428902 M00430836 4. 5. 6. M00429489 M00419491 M00378163 Student No.

Grade (%) Concise summary of the whole report Concise introduction Communication plan 1. Analysis & justification 2. Knowledge and understanding of Marketing principles 3. Evidence of reading beyond module material and core text 4. Integrity of sources Conclusion Presentation 1ncluding language and grammar Harvard Referencing Total Mark Agreed mark 30% 25% 10% 10% 5% 5% 5% 100% ----5% 5%

Feedback

Mark (%)

---------

1st Marker: ______________________________ 2nd Marker: ______________________________

MARKETING MANAGEMENT MBA4646 ASSESSMENT 3 GROUP PROJECT

AUTHORS: ARPITA GOKHALE - M00429489 ADRIANA GOMEZ MONCALEANO M00429992 CAROLINA ALMANZA ORTIZ - M00430836 MICHAEL WATTS - M00378163 MAYUR AMLANI - M00419491 SURYO ARIYANTO - M00428902

LECTURER: DR. AKIKO UENO, MBA, PH.D, FHEA SUBMISSION DATE: 29TH APRIL 2013

WORD COUNT: 2500

Executive summary
This report suggests a Marketing Communication Plan suitable for Company A after doing a deep analysis of Markstrat simulations results. Currently Company As headphones round up all the target audiences. Base on the Hierarchy of Effect Model (HOE) / Buyer Readiness Stage analysis, the plan focuses on increasing SAMA and SALTs brand knowledge as well as maintaining their market share (they are well consolidated within the market). However, the plan aims mostly to promote SACA products, which need to be more effectively developed, through increasing its buyers readiness stage. In order to be concrete and clear, three compelling messages that hit consistently the customers needs are suggested. This plan recommends below the line as well as above the line media activities for all the products which most of them are measured by tracking studies. Finally, 70% of the promotional budget (based on the Objective-And-Task method) has been allocated for SACA media activities and the most important investment for SACA will be the Webisode.

Contents
Communication Plan ..................................................................................................................... 7 1. Target Audience ..................................................................................................................... 7 1.1 1.2 1.3 2. SAMA ............................................................................................................................ 8 SALT ................................................................................................................................ 8 SACA ............................................................................................................................... 9

Communication objectives ................................................................................................... 10 2.1 2.2 2.3 SAMA ............................................................................................................................ 10 SALT .............................................................................................................................. 10 SACA ............................................................................................................................. 11

3.

Message ................................................................................................................................ 12 3.1 3.2 3.3 SAMA ............................................................................................................................ 12 SALT .............................................................................................................................. 12 SACA ............................................................................................................................. 13

4.

Media.................................................................................................................................... 15 4.1 4.2 4.3 SAMA ............................................................................................................................ 15 SALT .............................................................................................................................. 15 SACA ............................................................................................................................. 16

5. 6. 7.

Message Source .................................................................................................................... 18 Measurement ....................................................................................................................... 19 Promotional budget ............................................................................................................. 20

Conclusions .................................................................................................................................. 22 Appendix ...................................................................................................................................... 23 I. II. III. IV. V. MARKSTRAT DATA ............................................................................................................ 23 PRODUCT LEVEL AND TARGET AUDIENCE ANALYSIS ....................................................... 25 BUYER READINESS STAGE ANALYSIS AND BENCHMARKING ........................................ 27 MESSAGE ANALYSIS ...................................................................................................... 32 MESSAGE SOURCE / CELEBRITY ANALYSIS ....................................................................... 33 4

VI. VII.

MEASUREMENT ANALYSIS............................................................................................ 34 OBJECTIVE-AND-TASK METHOD FOR PROMOTIONAL BUDGET ................................... 35

References ................................................................................................................................... 37

Introduction
Because of the competitive marketplace, having a communication plan has become an essential part within a companys marketing strategy, such as Company A that has the biggest headphones market share at 30,9%. This report aims to develop a communication plan that integrates the company communication channels in order to deliver a clear, consistent and compelling message about its brands to the target audiences taking into account that SAMA is a basic headphone, SALT is a premium headphone, and SACA was launched as a hybrid headphone which combines good quality and affordable price.

Firstly, target audience and product level was defined based on the Maslow Hierarchy Needs and Customer Value Hierarchy. After that, communication objectives are set up following the Hierarchy of Effect Model (HOE) / Buyer Readiness Stage analysis. Then, messages were structured by analysing common features such as simplicity, unexpectedness, concreteness, credibility, emotionality and storytelling. To

communicate the message effectively, below the line and above the line media were chosen. They were measured by following evaluation methods such as tracking studies, focus groups and day-after-phone. Finally, promotional budget was determined by using the Objective-and-Task method, which relates objectives with media and then the budget will derive from the cost of the media that the company has used.

Marketing Communication Plan

1. Target Audience
Company A must understand the customers behaviour and also its product level in order to segment the target audience. Maslow Hierarchy of Needs will be used to analyse the behaviour of the target audience (Maslow, 1987), because it identifies the needs of each target audience and their behaviour towards Companys A product.

Figure 1. Maslow Hierarchy of Needs

The product level will be analysed by using the customer-value hierarchy method to define which product will be suitable to be sold to each target audiences (Woodruff, 1997).

Figure 2. Customer Value Hierarchy

1.1

SAMA

Based on the product level analysis that has been done (see appendix II), SAMA is categorized as basic product because of its low price, low performance, and low convenience. And it is suitable for singles and others market segment because based on the Maslow Hierarchy of Needs (Kotler & Keller, 2012), they are in level of physiological and safety needs, which means they demand a low-price or affordable product without too concern about the performance and the convenience of the product.

Figure 3. Relation between SAMA characteristics and audience

1.2

SALT

SALT is categorized as augmented product because it exceeds the target audiences expectations in terms of its high performance and convenience; however it is followed by a high price as the trade off for those two aspects. SALT is suitable for target audience that look for social, self-esteem, and self-actualisation needs like buffs, professionals, and high earners because they demand a high performance, average to high convenience and they have average to high income (see appendix II)

Figure 4. Relation between SALT characteristics and audience

1.3

SACA

SACA is categorized as expected products because it can fulfil the customers expectation with its high performance, average convenience, and affordable price. The target audience for this product is singles, others and buffs. Buffs are the customers that demand high performance and quite price sensitive (safety and social needs). Others and singles are the customers which demand average performance product with low price (physiological and safety needs).

Figure 5. Relation between SACA characteristics and audience

2. Communication objectives
The communication objectives will be determined by using Hierarchy-of-Effect (HOE) models or buyer-readiness stage (see appendix III), as has been described by (Lavidge & Steiner, 1961).

Figure 6. Hierarchy of Effect Model Buyer Readiness Stage

The result of HOE analysis will be benchmarked with the competitors by using the Benchmarking Method (Anand & Kodali, 2008).

2.1

SAMA

The communication objective for SAMA will be to maintain its current market share. It happens because customers (singles and others) readiness stage has been completed, so they have been aware of SAMA and they also have had a high willingness to buy this product.

2.2

SALT

SALTs communication objectives are to increase the brand knowledge for Buffs market segment by 240% and also to maintain its current market share in Professionals and High Earners market segment. It shows although the brand awareness of SALT to Buffs
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is high yet the customers purchase intention is low. It is caused by the low customer knowledge, so although they have been aware of SALT but they dont want to buy it because they dont have enough information / less educated about SALT.

2.3

SACA

There are three communication objectives for SACA, such as: 1. Increasing the brand awareness by 112,51% for Buffs, 212,62% for Singles and 163,02% for others 2. Increasing the brand knowledge and liking by 658,37% for Buffs, 115% for Singles and 146% for Others 3. Increasing the preference by 235,77% for Buffs, 119,38% for Singles, and 150,45% for Others 4. Increasing the convictions by 142,5% for Buffs, 152,12% for Singles, and 167,25% for Others 5. Increasing the customers purchasing decision by 242,5% for Buffs, 173,27% for Singles and 241% for Others SACA is still new in the market so the customers are not ready to buy the product because they have not been aware of the product and their knowledge of this product is still low.

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3. Message
Based on (Shimp, 2010), messaging is an essential part of a communication plan in terms of informing, inspiring and impacting the target audience to buy Company As headphones and each headphone must have their own message based on common features such as simplicity, unexpectedness, concreteness, credibility, emotionality and storytelling (see appendix IV).

3.1

SAMA

In terms of SAMA, the message will be Exactly what you need for less; it focuses on price which is the principal concern of the customer. This message is simple but also emotional because it represents the brands core idea and it taps into customers feelings. Besides that, exactly what you need will be easy to be remembered and it will attract customers even more (see figure 7).

Figure 7. Message analysis for SAMA

3.2

SALT

SALTs message will be The most reliable performance just for you which associates quality and convenience with the customers needs. This message is characterized by its simplicity because it represents SALTs main feature in just one sentence. It is impactful and concrete, that is why it will be easy for people to remember it. Buffs are knowledgeable about products in the market and they wish to experience it and prove
12

whether the message is true or not, so the message focuses on reliability that clarifies why they should buy the product (see figure 8).

Figure 8. Message analysis for SALT

3.3

SACA

In terms of SACA, the message will be New experiences are always worth it. Think 3P (performance, practicality and price) focusing on increasing the customers purchasing decision, preference and conviction. This message is simple, clear and concrete to be remembered. Furthermore, the expression new experiences are always worth it brings curiosity that interests buyers and also emotionality and unexpectedness that make customers buy the product as is detailed in Figure 9.

3P aims to tap on singles, buffs and others at the same time. Buffs concerns about performance and price, singles require practicality and price while others are just price sensitive.

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Figure 9. Message analysis for SACA

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4. Media
4.1 SAMA
Advertising media is the tool used to directly or indirectly communicate the message to customers (Brassington & Pettit, 2006). It is needed to make a personal approach through below the line (BTL) marketing to be more effective in communicating within singles and others (Kolodziej, 2012). That is why the use of emails and social media such as Facebook and Twitter could directly attract customers in order to be kept up-todate on products, incentives and promotions. Using Groupon, SAMA could have price discounts, therefore this promotion is suitable for price-sensitive customers (see figure 10).

Figure 10. Advertising media for SAMA

4.2

SALT

The plan is to use different media for assuring that all customers will receive the message correctly (Duncan, 2002). Buffs are up to date and look toward opinion leaders, like bloggers, as message carriers for headphones. By sending a headphones sample for the bloggers to be reviewed on their blogs, buffs can follow them and acquire ideas from them (Kotler & Keller, 2012).

For professionals and high earners, advertising will be done in specialized and high fashion magazines and will be streamlined with advertisements in speciality and department stores. To target professionals that travel daily to work, mass media communications such as billboards and in transit advertising space (e.g. tube advertising) will be used in locations that have the highest geographical sales.

15

Advertisements will also be featured in airports and on airplanes flight screens to tap on professionals and high earners that want to travel by plane.

Professionals and high earners like to be informed about technological advances in headphones market, emails related to that will be sent to them frequently. Buffs will be educated by demonstrations in best-selling stores in order to increase their SALTs brand knowledge (see figure 9).

Figure 11. Advertising media for SALT

4.3

SACA

The media vehicle and style used to promote SACA will draw upon the connection between target audience and the message, New experiences are always worth it. The main goal is to allow the message to be communicated to the target audience easily and effectively (Jobber & Ellis-Chadwick, 2013). The most effective way to increase brand awareness amongst singles, buffs, and others will be by using a mix of direct and indirect communication channels (see figure 12).

16

Figure 12. Advertising media for SACA

First step is to create the webisode / internet television (Peirce & Tang, 2012) and send personalized emails to selected customers announcing a release date with limited content. This will create curiosity and buzz amongst those whom have received it and those selected customers will act as the communicator. By following Law of Few, there are three types of communicators who will spread the message like an epidemic, they are: mavens, connectors, and salespeople (Gladwell, 2001).

Figure 13. Media plan for SACA

After the personal marketing has been done, on second step advertisements will be placed in major locations as a way to integrate mass communications. Then on the release date, the same selected customers will receive an email containing a link to a website where the first webisode will be viewable. And finally on the fourth step, above the line advertisement like billboard, magazines, and store advertisement will be used to enhance the webisodes propagation.
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5. Message Source
The message source will be used specifically for SACA, and Skrillex will be the message source for SACA. According to (Kelman & Hovland, 1953), message sources credibility can be analysed by using credibility scoring method (see appendix V).

Figure 14. Skrillexs Credibility

Skrillexs life will be revealed step by step in the Webisode like a documentary. During the day he will use his SACA headphone when he is hanging out with his friends and doing a concert. The idea is to show followers that besides SACA headphones are affordable, innovative and can be used in any occasion.

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6. Measurement
In order to measure the media activities effectiveness, the following methods will be used (see table 1):
Method Definition Tool Using Facebook analytic tool for measuring the impact of Facebook adds. Using Twitter analytic tool for measuring the impact of Twitter campaign Survey email for personalized e-mails. Tracking the number of sales in department stores for measuring the in-store advertisements. Coupon sales tracking for Groupon promotion by coding the coupons with unique numbers that will help in determining whether the advertisement is generating the best results (Allbusiness, 2013). Tracking number of people that visit the in-store product demonstrations booth Tracking number of people that pass by the location of the billboards and advertising in transit space (tube, train and buses) by using the Geographical Information System (GIS) Tracking the number of viewers that watch the webisode Tracking the passengers number of the airplane for measuring the in-flight advertisement The last word tool: Some questions should cover This method will measure the product sampling the scope nof the meeting's conversations. that has been done to tap on Buffs market segment Responses are anonymous, collected, and for SALT (Duncan, 2005) transcribed without modification as part of the focus group data (Orsburn, 2000) This method will be used for measuring the advertisement in specialized and high fashion Survey by phone magazines as well as the webisodes post launching magazine advertisement (Duncan, 2005)

Tracking studies.

It evaluates long-term communications and relationship-building results by offering test-andcontrol of new campaigns (Duncan, 2005). Based on the analysis that has been done for Company A these are the measurement tools that will be used:

Focus group

Day after phone survey

Table 1. Measurement methods

Measurement is essential to evaluate the communication plan in order to allocate Company As resources because people may have delayed their purchases at the time communication appears. The intent of the methods above is to track the pathway to purchase an advertised product (Schultz, 2011)

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7. Promotional budget
Promotional budget is determined by using the Objective-And-Task method (see table 2). This method can be developed by following these steps: 1. Defining the communication objectives 2. Determining the activities / tasks that must be done to achieve the objectives 3. Estimate the cost for doing the activities Based on the Objective-And-Task method, the promotional budget for Company As marketing communication will be divided per product as described in the table below.

Table 2. Promotional budget 20

The budget is weighted proportionally based on the importance of the objective and it is majorly allocated for SACA. It is happened because SACA is a new product, it has the biggest number of objectives and media activity that need the major budget proportion to be done (see appendix VI).

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Conclusions
The company As plan was structured by following the IMCs steps in order to develop an efficient marketing communication strategy. The company is known within the headphone market because of SAMA and SALT products are well consolidated but SACA, which was launched in the sixth period and the customers knowledge about this product is still low, it needed to be more effectively developed. Therefore, most of the efforts are focused on its progress. First objectives were set up to maintain market share of SAMA and SALT and also to increase their brand knowledge. Meanwhile, the SACA objectives were focused on increasing its preference, conviction, customer purchase intentions, brand awareness, brand knowledge, and purchase decisions. Company As headphones round up all the markets. SAMAs target audiences are singles and others, while SALTs are high Earners, Professionals and Buffs. SACAs are singles, others and buffs. In terms of plan developing, messages and media activities will allow the Company A to communicate the products value based on customer needs. Some of the most relevant media activities are: Internet television, billboards, magazine advertising, social media, mailing, in-transit advertising space and advertisement in stores. Then, in order to measure the media activities effectiveness, three methods were used, such as tracking studies, focus group, and day after phone survey. Based on the Objective-And-Task method, the promotional budget for Company As marketing communication was weighted proportionally based on the importance of the objective, 70% of it have been allocated for SACA because of its demanding communication plan.

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Appendix
I. MARKSTRAT DATA

23

24

II.

PRODUCT LEVEL AND TARGET AUDIENCE ANALYSIS

PRODUCT LEVEL ANALYSIS
SAMA Performance Convenience Price Attributes Frequency Power Weight Volume Design $ Product Variable Average Variable Deviation Characteristic 25 27.5 -2.5 Average 12 52.5 -40.5 Low 18 15 -3 Low 75 60 -15 Low 3 6.5 -3.5 Low 220.00 Product Level

Basic Product

SALT Performance Convenience Price

Attributes Frequency Power Weight Volume Design $

Product Variable Average Variable Deviation Characteristic Product Level 40 27.5 12.5 High 75 52.5 22.5 High 13 15 2 High Augmented Product 40 60 20 High 8 6.5 1.5 High 460.00

SACA Performance Convenience Price

Attributes Frequency Power Weight Volume Design $

Product Variable Average Variable Deviation Characteristic 20 27.5 -7.5 Low 50 52.5 -2.5 Average 12 15 3 High 50 60 10 High 6 6.5 -0.5 Average 275.00

Product Level

Expected Product

25

TARGET AUDIENCE ANALYSIS

Physiological Needs Safety Needs Description Primary needs like food, water, shelter

Needs for security and protection Sense of belonging of a product, and love for Social Needs a particular product Needs for a self-esteem, recognition, and Esteem Needs status Self-Actualization Needs for a self-development and Needs actualization
Target Audience Characteristic Price sensitive (not necessarily have high income) Demand for high performance and less concern about convenience Show high level of interest in Sonites Score Percentage Demand average level of performance and convenience Use Sonite for a personal purpose Price sensitive Score Percentage Demand high quality, high performance, and high convenience Can afford expensive products View price as an indication of quality Use Sonite for a personal and professional purpose Score Percentage Have high income and can afford expensive products Using Sonite on a private basis The purchase is partially motivated by social status Demand high performance, and high convenience product Score Percentage Looking for a low-price products Looking for a low performance and average convenience products Score Percentage Maslow Hierarchy of Needs Physiological Needs Safety Needs Social Needs Esteem Needs 5 2 1 8 53% 3 3 4 10 67% 1 1 1 1 4 20% 1 1 1 1 4 20% 5 5 10 100% 3 5 2 10 67% 4 4 3 11 73% 5 1 1 1 8 40% 1 1 1 5 8 40% 4 3 7 70% 1 4 5 10 67% 1 3 1 5 33% 2 3 3 5 13 65% 3 3 3 2 11 55% 1 1 2 20% 1 1 1 3 20% 1 1 1 3 20% 4 5 5 3 17 85% 5 4 5 4 18 90% 1 1 2 20% Self-Actualization Needs 1 1 1 3 20% 1 1 1 3 20% 2 4 4 4 14 70% 4 5 4 2 15 75% 1 1 2 20%

Buffs

Singles

Professionals

High Earners

Others

Assumptions High Medium-high Medium Medium-low Low Buffs Singles Maximum Score Professionals High Earners Others Characteristic Scoring 5 4 3 2 1 15 15 20 20 10

26

III.

BUYER READINESS STAGE ANALYSIS AND BENCHMARKING

27

28

31

IV.

MESSAGE ANALYSIS

V.

MESSAGE SOURCE / CELEBRITY ANALYSIS

Attributes Performance SACA Product Variable Average Variable Deviation Characteristic Product Level Overall Characteristic

Convenience Price

Frequency Power Weight Volume Design $

20 50 12 50 6

27.5 52.5 15 60 6.5

-7.5 Low -2.5 Average 3 High 10 High -0.5 Average

High convenience, Expected Product average prformance, affordable price

275.00

Scoring Factors The specialized knowledge Expertise of the communicator about the product Objectivity and honesty of Trustworthiness the communicator perceived to be The communicator's attractiveness (e.g. funny, Likability smart, etc) The matchability between the product and the Product Personification communicator Fee Fee of the communicator
Celebrity Analysis Profession Name Expertise Armin van Buuren Avicii Calvin Harris David Guetta Skrillex Tiesto Ellie Goulding Eminem Justin Timberlake Rita Ora Taylor Swift Timbaland Credibility Factors Product Trustworthiness Likability Personification 5 5 4 4 4 4 5 4 4 3 4 4 5 4 5 5 4 4 4 5 4 4 3 4 3 3 3 2 3 4 3 3 3 5 5 3 3 3 4 2 3 4 5 3 4 5 4 4 Fee 2 3 5 1 4 2 1 3 1 1 2 2 Overall Score 4 4 4 4 4.2 3.4 2.4 3.2 3.4 2.6 3.4 3.8

DJ

Singer

Assumption High Medium-high Credibility scores Medium Medium-low Low High Medium-high Product Personification Medium Medium-low Low Affordable Quite affordable Fee Moderate Slightly Expensive Expensive

5 4 3 2 1 5 4 3 2 1 5 4 3 2 1

VI.

MEASUREMENT ANALYSIS
Brands Target Audience Objectives Messages Media Activity Facebook ads Singles SAMA Maintaining market share Exactly what you need for less Twitter campaign Personalized E-mails Groupon promotion (discount) Sample product to opinion leaders who will create review in their blogs Demonstrations in bestselling stores Specialized and High fashion magazines advertising Advertisements in speciality and department stores The Most Reliable Performance just for you Personalized E-mails Measurement Tracking studies: Facebook analitic tools Tracking studies: Twitter analitic tools Tracking studies: Survey email Coupon sales tracking

Others

Buffs

Increasing the brand knowledge by 238,5%

Focus groups Tracking the number of people Day after phone survey

Professionals

Maintaining market share

Tracking sales in those stores Tracking studies: Survey email Track number of people that pass by the billboard by using Geographical Information System (GIS)

SALT

Billboards

High Earners

Increasing the brand knowledge by 140,08%

Airplanes in-flight advertisement

Track number of passengers

Intransit advertising space (tube, train and buses) Increasing the brand awareness by 112,51% 1 Episode of Webisode (internet television)

Track number of people that pass by the billboard Track webisode viewers

Increasing the brand knowledge and liking by 658,37%

Webisode pre-launching personalized email for Tracking studies: Survey limited audience email containing release and vague information Track number of people that pass by the billboard by using geographical information system Tracking studies: Survey email Track number of people that pass by the billboard by using geographical information Day after phone survey Tracking sales in those stores Tracking studies: Twiter analitic tools Tracking studies: Facebook analitic tools Critic reviews: Approval rating for actor/actress by viewers can be tracked

Buffs Increasing the preference by 235,77% Webisode pre-launching billboard advertising

Increasing the convictions by 142,5% Increasing the customers purchasing decision by 242,5% Increasing the brand awareness 212,62% Increasing the brand knowledge and liking by 115% Singles Increasing the preference by 119,38% New Experiences are always worth it. Think 3P (Performance, Practicality, and Price) Webisode launching campaign through personalized email Billboard advertising for the webisode launching campaign Webisode's postlaunching magazine advertisement Webisode's postlaunching store advertisement Twitter campaign for Prelaunching, launching, and post-launching campaign Facebook page for prelaunching, launching, and post-launching Upcoming celebrity for the Webisode

SACA

Increasing the convictions by 152,12% Increasing the purchasing decision by 173,27% Increasing the brand awareness 163,02% Increasing the brand knowledge and liking by 146% Increasing the preference by 150,45% Increasing the convictions by 167,25% Increasing the purchasing decision by 241%

Others

34

VII.

OBJECTIVE-AND-TASK METHOD FOR PROMOTIONAL BUDGET

Brands Target Audience Singles SAMA Others Increasing the brand knowledge by 238,5% Maintaining market share Objectives Messages Exactly what you need for less Media Activity Product's Budget Allocation Proportion of the total budget Activity's budget allocation Budget for each activity Facebook ads 20.00% $ 15,760.00 Twitter campaign 30.00% $ 23,640.00 Personalized E-mails 10% $ 78,800.00 10.00% 100.00% $ 7,880.00 Groupon promotion 40.00% $ 31,520.00 (discount) Sample product to 7.00% $ 11,032.00 opinion leaders Demonstrations in 7.00% $ 11,032.00 best-selling stores Specialized and High fashion magazines 20.00% $ 31,520.00 advertising advertisements in speciality and 20% $ 157,600.00 10.00% 100.00% $ 15,760.00 department stores Personalized E-mails 3.00% $ 4,728.00 Billboards 22.00% $ 34,672.00 Airplane's in-flight 10.00% $ 15,760.00 advertisement Intransit advertising space (tube, train 21.00% $ 33,096.00 and buses)

Buffs

Professionals Maintaining market share SALT

The Most Reliable Performance just for you

High Earners

Increasing the brand knowledge by 140,08%

Increasing the brand awareness by 112,51%

Increasing the brand knowledge and liking by 658,37% Buffs Increasing the preference by 235,77% Increasing the convictions by 142,5% Increasing the customers purchasing decision by 242,5% Increasing the brand awareness New Experiences are always 212,62% worth it. Think 3P Increasing the brand knowledge (Performance, Practicality, and liking by 115% and Price) Increasing the preference by 119,38% Increasing the convictions by 152,12% Increasing the purchasing decision by 173,27% Increasing the brand awareness 163,02% Increasing the brand knowledge and liking by 146% Increasing the preference by 150,45% Increasing the convictions by 167,25% Increasing the purchasing decision by 241% TOTAL

1 Episode of Webisode (internet television) Webisode prelaunching personalized email for limited audience containing release and vague information Webisode prelaunching billboard advertising Webisode launching campaign through personalized email Billboard advertising for the webisode launching campaign Webisode's postlaunching magazine advertising Webisode's postlaunching store advertisement Twitter campaign for Pre-launching, launching, and postlaunching campaign Facebook page for pre-launching, launching, and postlaunching campaign Upcoming celebrity for the Webisode 100% $ 788,000.00

31.75%

175,133.00

1.00%

5,516.00

10.00%

55,160.00

2.00%

11,032.00

SACA

70%

551,600.00

12.00%

100.00%

66,192.00

Singles

12.00%

66,192.00

10.00%

55,160.00

2.00%

11,032.00

1.00%

5,516.00

Others

18.25% 300.00%

$ $

100,667.00 788,000.00

36

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