Olivier - Fournier AD and CO Final - Paper

Advertising and Communications
Submitted by Olivier FOURNIER
Course: DEC. 05 2009
Student name: [FOURNIER Olivier]
Mobile number: [+33.6.86.82.52.59]
E-mail address: [dater@hotmail.fr]
Course Code: [2B]
Topic: [New Bluetooth headset]
A BLUETOOTH HEADSET VIRAL AND LUXURY ORIENTED
CAMPAIGN
Contents
Introduction..............................................................................................................................2
How works and what is for?..................................................................................................3
What can we do with it?.................................................................................................4

Weaknesses........................................................................................................................6
Opportunities.......................................................................................................................6
Threats.................................................................................................................................6
Reaching your audience........................................................................................................7
Who is your target audience?.......................................................................................7

Delivering the message.........................................................................................................9
What Integrated Marketing Communications mix will you select? What specific
media will you use?........................................................................................................9
Regulatory issues.................................................................................................................12
What regulatory or trade association issues or restrictions do you operate

under?............................................................................................................................12
Final Campaign.....................................................................................................................14
Final Campaign
Introduction:
The Bluetooth market in France and Europe is a full expansion market since
2006 up to 40% growth per year of the market share until 2011. The products
which were and are still the most sold in term of Bluetooth technology are the
headset for phone and television music and computer. The Bluetooth is
expanding also in term of using aim. It’s now almost everywhere and will be
strengthen with the gaming industry setting up some Bluetooth technology in
the new game station.
There are now well over 450 Bluetooth technology qualified end products on the
market.
76% of the French people over 12 years old are using a mobile phone the end
user rate is even higher: 91% for French people between 12-24 years old.
The Bluetooth market continues to be driven by cellular handset attach rates

and the corresponding headset market. And as Bluetooth maintains its
dominance within the PAN, three new Bluetooth technology evolutions are
taking shape as viable solutions. Ultra Low Power (ULP) Bluetooth is already
making progress in the medical and sports equipment markets. High speed
Bluetooth, or Bluetooth over 802.11, has been announced and will be making its
debut later this year as first generation samples. Lastly, Ultra Wideband (UWB),
which is finally making a market for itself, should mature into Bluetooth Seattle,
or Version 3.0. This study addresses all three, and discusses Bluetooth and other
wireless connectivity IC integration. Providing the most comprehensive look at
the Bluetooth market available today, the report also includes extensive analysis
of the equipment and semiconductor market
How works and what is for?
Definition:
Bluetooth is the name, the title of a specific type of electronic protocol.

“Bluetooth is an open wireless protocol for exchanging data over short distances
(using short length radio waves) from fixed and mobile devices, creating
personal area networks (PANs). It was originally conceived as a wireless
alternative to RS-232 data cables. It can connect several devices, overcoming
problems of synchronization”1.
1 http://en.wikipedia.org/wiki/Bluetooth
“Bluetooth is a standard and a communications protocol primarily designed for

low power consumption, with a short range (power-class-dependent: 100m, 10m
and 1m, but ranges vary in practice; see table below) based on low-
cost transceiver microchips in each device. Bluetooth makes it possible for these
devices to communicate with each other when they are in range. Because the
devices use a radio (broadcast) communications system, they do not have to be
in line of sight of each other.
Maximum Permitted Range

Class Power (approxima
mW (dBm) te)
Class
100 mW (20 dBm) ~100 metres
1
Class
2.5 mW (4 dBm) ~10 metres
2
Class
1 mW (0 dBm) ~1 metres
3
In most cases the effective range of class 2 devices is extended if they connect
to a class 1 transceiver, compared to a pure class 2 network. This is
accomplished by the higher sensitivity and transmission power of Class 1
devices.”2
Data
Version
Rate
Version 1.2 1 Mbit/s
Version 2.0 +
3 Mbit/s
EDR
What can we do with it?

 Wireless control of and communication between a mobile phone and
a hands-free headset. This was one of the earliest applications to become
popular.
 Wireless networking between PCs in a confined space and where little

bandwidth is required.
 For controls where infrared was traditionally used.

 For low bandwidth applications where higher USB bandwidth is not required
and cable-free connection desired.
2 http://en.wikipedia.org/wiki/Bluetooth
 Sending small advertisements from Bluetooth-enabled advertising hoardings

to other, discoverable, Bluetooth devices
 TV audio remote controller, shutting down locker system for the TV.
 Audio headset for music connected the Hifi chain or PC to listen the music
playlist recorder before.
 Stetting up on the computer in order to control the calling software as Skype
 Up to the gear phone mobile at home the headset could be able to control
the gear phone.
 Memo recording of application step up.
What’s the use?
This Bluetooth headset will be used (up to the list of function stated previously)
either at home than outside combining multiple functions achievable from home
or outside. The headset will present two earplug contacts for each ear.
➢ The fundamental use of this headset Bluetooth will be to connected to the
three main telecommunication device which are :
– your mobile phone
– your home phone
– your computer linked to skype*
Product mainline inspiration:
Additional value: In order to make look like as fashion accessories the

headset will be designed by the most famous fashion designer and trendy
designer as a necklace or piercing. Woman purchasing this kind of product
designer by the lost creative and trend leader of our century will be able to
customize in range of option their headset preferences.
What problem or opportunity does it solve?
Strengths Weaknesses
-Blue ocean market - Transformation of a product definite

-The headset will be designed and aimed to be only useful to a product
created as fashion accessories meaningless and fashionable.
-good looking design
-brand awarded by trendy woman
- different useful function aimed to be
operative
- Two ear plug for a better comfort of
listening.
- Two ears headphones are able to split
up to the function that you want to use
(e.g. if you just want to phone or listen
your music)
Opportunities Threats
-This king of technology is new less -New technological revolution linked to

than 5 years and getting extended and the Bluetooth or mobile phone
the equipment in mobile phone ans -the environment and the consequence
electronic device is increasing it will be on the human brain
soon a object of our everyday life : will
be able then to make look out
wonderful and consider as trendy
What are its name / brand?
The brand should appeal to the new technologies and the fashion n luxury
criteria in a perspective of long-term development which will be leading the
brand concept and follow the new technology evolution either in the Bluetooth
and electronic devices than in matter of fashion.
The name of the brand should appeal to an evasion feeling and keep a link with
the reality of the high technology but at same time sound class, to avoid the
connotation of geeky world community or suit business man not attractive at all.
vs
Miletuchini tehcologia
Headset
I picked up an Italian name in order to make it sound fashionable and tried to

play on the words with mile: thousand; tuchinni: sounds like touch (like keyboard
on a computer or mobile phone)
Reaching your audience

Who is your target audience?
gender woman
age 25 to 45
where Anywhere in world, living actively.
In big city or either small town,
should be in urban environment.
what kind of people Active woman either working than
staying home. Sensitive to the
modernity and the fashion
Background from middle and upper class
addiction to the technology
Active woman with so diploma

excepting mother who wants to
keep a feet in the business
Based on the VALS Segmentation (SRI consulting)3 I would like to address to
consumers who are essentially motivated by self-expression, called Innovators
and Experiences.
If we compare our target to our competitors’ we don’t seem outstanding on a
single segment. In fact, we target woman who are looking for a useful and up to
trend appropriate technology effect.
As the main target of for this product is woman over 25 years old the drivers will
be woman identity oriented or slightly gay oriented, in other words when woman
wants to purchase her product she will be driven by the desire of:
• Strong and dynamic
• Fashion and trendy
• At the edge of her age
• Strongly communicative desired
• Careful of her image
• Practical and high-tech
• Wants the best and pay for it
3 Course materials : course presentation (slide 59)

Buying a head set should lead girls to assume their status of woman against
men and putting her at the same level but remaining sexy and attractive.
Delivering the message

What Integrated Marketing Communications mix will you
select? What specific media will you use?
“As the connotation of our product is manly strongly oriented due to the fact
that most of the businessman are men and in addition not trendy at all, we want
to deliver a message emphasizing women values and fashion values to make
women feelings at the same time at the edge of the technology and the trend
even when you are using a practical and useful high-tech product when you are
a woman.”
We could imagine different type of slogan that we will be using emphasizing the
message that we wanted initially to deliver:
– Be pretty be active
– Be at the edge of your time
- Miletuchini tehcologiaHeadset another way to live you age
We wants also to communicate that our product have been designed by the
edge of the designer of our present society and trend makers but at the same
time adopted by them and used buy them.
We wanted create a buzz around this product starring our product with woman
who are using it as well:
Based on how a message should impact on the customer’s attention and lead
him to action.
The integrated marketing communication mix will include these elements:
EMarketing (and Internet promotions tools) => Brand awareness

– We first want to develop product awareness at a low-cost price with
a viral campaign as we want to create some efficient buzz with
some celebrity woman. This campaign aim to be closer to the
customer step in their private life directly. The campaign will take
place on the social network as facebook and especially twitter to
follow the up dated of the celebrity saying “I am happy with my
Miletuchini tehcologiaHeadset”. Moreover we will realize some
teasing clip video from 10 to 30 targeting the woman from 25 to
30;
Event Sponsorship (In movie theaters) => fostering interest

– We want to place the product in some blockbuster woman oriented
movie. The placement of the product showing up its skills as
“James bond” style and also star the product on some Main actors.
Advertising (billboards and fashion magazines) => engendering desire

– We want to focus our billboards in the main shopping area or train
station stops for the shopping area. In Main cities as London New
York and Paris. We will pick the magazine as Elle or woman
oriented up to the country picked up.
Merchandising => Pushing to the act of sale

– We want to promote our product in some particular shop. As select
shop but the most important thing is that we want you use the
retail network of the fashion designer that work on the design of
the headset. More over we wants to create some partnership with
fashion brands and supporting their runaway with our product.
The main challenge for our communication mix is to remain coherent and
original. We want to pop up in the streets, and to spread exponentially on the
web. This is the first part of the campaign, and then we will have to create a
lasting image.
Regulatory issues
What regulatory or trade association issues or restrictions
do you operate under?
Public street advertising: As we want to use the billborading media we need to:
the advertiser must respect the decency (and good manners, public order, plus
possibly the national requirements, especially about the woman image that we
targeting two competitors can’t be on the same medium.
Institutional advertising: the association of a trademark to an event or person to

contact about the product or image.
The company will provide material or financial assistance to a person or event
responsible for the promotion of the sponsor / sponsor in the conditions of the
contract.
There are two types of contract: the contract business classic: the obligation to
sponsor is fixed in advance, or contract of employment subject to the Labor
Code.
As we want to be sponsored by the designer:

It must provide the equipment and pay. If the godson does not fulfill all its
obligations, it must compensate the sponsor of the amount of loss and the
contract is broken.
Sposoring Obligation:
He is responsible for promoting the sponsor under the terms of such contract
must participate in clothing, worn clothing sponsor.
Moreover, there is exclusivity (no other contract with a competitor) the penalty
is the amount of the refund received plus damages.
The end of the sponsorship agreement: the material provided by the sponsor is
given if it is a great value if not.
If the contract is terminated before the end and there is no fault of the parties:
the godson return the money he received for which provision have not been
met.
If there is a fault on the part of either party:
– Lack or mistake from the sponsor: the sponsor must pay the full
amount provided for more damages.
– Absence while an event from the sponsorised: have to give the
money back.
Safety Consumer Products Commission: Can require corrective advertising

regarding consumer products defects. Especially with some high tech product
could be dangerous for our health.
Using caution: while we are showing up this product used by people, the way or
using should respect the law of the relative state or country advertised.
Final Campaign
The campaign will be supported by the following celebrity:
- Designer of Dior jewelry : Victoire de Castellane

“A Parisienne, Victoire de Castellane grew up in an aristocratic family whose origins can be
traced back to the 10th century. Among the Castellane clan there have been Provençal
money-coining Prince Regnants, a few bishops, peers de France, generals, Talleyrand, a
Marshall Governor of Lyon, and the umpteenth leading light, Victoire’s great-grand-uncle:
dandy and legend of the Parisian Second Empire, Boni de Castellane, whose soirées, hosted
in his illustrious Palais Rose on the Avenue Foch, were renowned as being the most
remarkable of the entire Belle Époque.”4
She will be emphasizing the European class and business style atmosphere and
represent the young designer successful not business style inked more creative.
- Head editor of Vogue US: Anna Wintour
4 http://www.diorhorlogerie.com/en/victoire-de-castellane
“Anna Wintour OBE (born November 3, 1949) is an English-born fashion editor of
American descent and the editor-in-chief of American Vogue, a position she has
held since 1988. She became interested in fashion as a teenager. Her father,
Charles, editor of the Evening Standard, often consulted with her on how to make
the newspaper's coverage relevant to the youth of mid-1960s London. After
dropping out of school at 16, she began a career in fashion journalism. Her career
took her across the Atlantic, with stints at New York and House & Garden. She
returned home for a year to turn around British Vogue, and later assumed control of
the franchise's magazine in New York. She revived a stagnant publication, earning
her wide acclaim in the industry.
Like one of her predecessors, Diana Vreeland, she has become a fashion icon. Her
pageboy bob haircut and frequently-worn sunglasses have become a common sight
in the front row of many fashion shows.”5
She will be emphasizing the mature age and the strong business and
serious atmosphere of the product. The American and Americanize
country will be able to identify them to this woman rather than Victoire
de castallane
Buzz e marketing campaign
5 http://en.wikipedia.org/wiki/Anna_Wintour
We will then start our campagein by creating some buzz on the internet through
the most used Web.2 tools as facebook and the Celebrity network : Twitter in
order to make people catch up the life the of our celebrity that we establish
partnership with :
- head editor of Vogue US : Anna Wintour
We will make some short movie video as a parody of the famous fashion movie
the devil wears parda the actress Merryl Strips portraying the character of Anna
Wintour. She will be acting in our short TV spot which will first be screened in
theaters then it will be only broadcasted on the internet, and will include a
“pass-along” feature which will encourage the user to send the video to others.
BILLBOARDS and printings
The Billboard campaign will be launched at the same time in different city on
some unique size format and great location oriented.

We will pick up 3 towns as Paris, on the champs’ elysee, New York in time
square and Japan in the Shibuya crossing street in order to hit up the mass
consumption mind. The location should be in the shopping area in order to
capture the attention for woman and mens involve in fashion.
Movies product placement
We want to target all the fashion and woman oriented movies which might be a
blockbuster issue as Angelina Jolie in 2011 for the new opus of James Bond. Or
either movies as Bruno, September issue.
Using this kind of product placement could give to our product and our brand a
real brand awareness to any of our potential customers.

Sponsoring
As Prada did the Prada cell phone we want to develop some partnership with so
high luxury brands as:
Hermes famous for the quality of the leather and to be one of the last real luxury
brands. The price of their collection is very high and the quality is still fine. We
will be then targeting then the upper age woman class.
– Comme des garcons, this French Japanese brand is one of the most
secret brand and innovative in terms of design and very
outstanding in their work. A partnership with this brand will give
fancy and very creative brand awareness. Moreover this brand is
just an institution for the Japanese fashion addicted.
– And Dolce gabbana, this last partnership will be help full to target
the mass consumer with some lower price and make the mass
fashion consumption dream and understand better about who we
are.
Event
We want to introduce our product on the runaway’s podium and participate to
some runaway of our designer and new designer. We will then follow the woman
fashion week of New York, Paris, Milano, and place our product as accessories
for the model while the runaway. We want to introduce the Bluetooth as fashion
accessories as are handbags belts.
Media Budget January February March April May June July August September Octo
Internet $ 1,5 k
buzz viral
Fashion $
weeks event 5,000,000
Movie $ 300 k
product
placement
Billboard, $ 600 k
printings
sponsoring $1000 k
Total
Budget
We will while these fashion weeks also promote our product on the
fashion trade show and open up some corner with hostess in order to promote
the uses and functions of our product.
MEDIA PLANNING schedule
We want to focusTheon this

fashion
periodweek take place 2
famous for the intense
timesshopping
per year for the spring
tradition for Christmas
summernew collection
years. and fall
winter for the next year.
PRE SEMINAR ASSIGNEMENT
 Name of product: Bluetooth Stereo
 Parent company (if known): JayBird
 2 or 3 key features of the product or service:
1. Two ears plug Stereo

2. Bluetooth better sound isolation
3. Unique charger
 Estimated age and gender of the target audience:

Men, over 35 years old, working or geek.
 Tag line / Strap line / Slogan of the product (if it is not in English, include both,
that is the original tag line and the English translation):
Why using one ear when we have two!
 Where is the product advertised (which publications, web, literature, etc.)?

Mainly on internet as pop up; and also on the electronic retailers website. Could be
good to advertise in the subway in a Town as Paris.
 What do you think are the strengths and weaknesses of their advertising (short
statement)?
Showing up the design of the products, but not pointing how to use it especially this
one putting up an real innovation in the use of Headseat.
Competitive Analysis #2:
 Name of product: New Bluetooth Headset Wireless

 Parent company (if known): Universal

1. Ultra fashion
2. Compact and light-weight design.

Woman working about 30 years old
Be pretty even when you make a phone call that’s also what we except

In woman magazine as Elle, Public or any other American woman press
statement)?
Beautiful woman, nice color, the
Meaningless, no tone are relative to this add, just common
Competitive Analysis #3:
 Name of product: Discovery 975 Bluetooth Headset Review
 Parent company (if known): Plantronics

1. # Talk time: Up to 5 hours
2. # Standby time: Up to 1 week

40 ages old woman or men working
Easy to use and standing for ever! That’s what we like

In the professional business press, as the “Time”
statement)?
Good picture showing up the product, including the protection box
No action using how to use the product

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Advertising and Communications

Submitted by Olivier FOURNIER

Course: DEC. 05 2009

Student name: [FOURNIER Olivier]

Mobile number: [+33.6.86.82.52.59]

E-mail address: [dater@hotmail.fr]

Course Code: [2B]

Topic: [New Bluetooth headset]

A BLUETOOTH HEADSET VIRAL AND LUXURY ORIENTED

How works and what is for?..................................................................................................3

What can we do with it?.................................................................................................4

Who is your target audience?.......................................................................................7

What regulatory or trade association issues or restrictions do you operate

Course: DEC. 05 2009

The Bluetooth market continues to be driven by cellular handset attach rates

How works and what is for?

Bluetooth is the name, the title of a specific type of electronic protocol.

Course: DEC. 05 2009

“Bluetooth is a standard and a communications protocol primarily designed for

Maximum Permitted Range

What can we do with it?

 Wireless networking between PCs in a confined space and where little

 For controls where infrared was traditionally used.

Course: DEC. 05 2009

 Sending small advertisements from Bluetooth-enabled advertising hoardings

 Stetting up on the computer in order to control the calling software as Skype

 Memo recording of application step up.

What’s the use?

Product mainline inspiration:

Additional value: In order to make look like as fashion accessories the

Course: DEC. 05 2009

What problem or opportunity does it solve?

-Blue ocean market - Transformation of a product definite

-This king of technology is new less -New technological revolution linked to

Course: DEC. 05 2009

What are its name / brand?

I picked up an Italian name in order to make it sound fashionable and tried to

Reaching your audience

Course: DEC. 05 2009

Active woman with so diploma

• Strong and dynamic

• Fashion and trendy

• At the edge of her age

• Strongly communicative desired

• Careful of her image

• Practical and high-tech

• Wants the best and pay for it

3 Course materials : course presentation (slide 59)

Course: DEC. 05 2009

Delivering the message

Course: DEC. 05 2009

The integrated marketing communication mix will include these elements:

EMarketing (and Internet promotions tools) => Brand awareness

Event Sponsorship (In movie theaters) => fostering interest

Advertising (billboards and fashion magazines) => engendering desire

Merchandising => Pushing to the act of sale

original. We want to pop up in the streets, and to spread exponentially on the

Course: DEC. 05 2009

Institutional advertising: the association of a trademark to an event or person to

As we want to be sponsored by the designer:

Course: DEC. 05 2009

Safety Consumer Products Commission: Can require corrective advertising