Marketing Communications Campaign to Launch Skys Potential New Portable Media Player - Case Study Example

Marketing communications campaign to launch Sky's potential new portable media player (PMP) The integrated marketing communication analysis is necessary before launching the marketing campaign of the new product like Sky+ PMP. It can be done in two phases. The first phase should analyse the retail marketing and the second should explore the online marketing. This marketing campaign is aimed at drawing the attention of the consumers everywhere buses subway terminals, sidewalks and billboards to find PMP in the outdoor portion of the campaign. These advertisements will be made available in major markets. It is proposed that large billboard may be located on one of the busiest corners in major cities so that people may only have to look up to be attracted. It is quite important to launch a strong advertisement campaign and public relations program with for developing good consumer relationship. For this purpose prospective sponsor may be contacted and a detailed advertisement campaign may be discussed. The e print, online constituents of the campaign should be designed to demonstrating stunning visuals unique to the PMP experience. The print advertisements should appear in the issues of publications that are widely circulated and their readers are people who have interest in electronic entertainment. The online campaign should be designed to showcase the unique user interface that allows consumers to easily navigate media content on PMP. Table of Content Introduction (Terms of reference) Integrated Marketing Communication Background Aims Market analysis Competitors Analysis Customer analysis Findings Methodology Recommendations Conclusion Target market Bibliography Introduction (Terms of reference) Innovation in technologies can change the landscape of an entire industry with astonishing speed. Even set businesses may fail to bridge the discontinuity and wither away, while newcomers with novel concepts or methods rise to dominance. Almost all industries similar patterns of transformation when a new product or process technology emerges. A look at one industry in which innovation has been the key to success can throw light on these patterns and help identify the qualities that determine whether a firm will survive the encounter with dramatic technological change. Contemporary media companies continue to grow and expand, the challenges of staying globally competitive become increasingly difficult. The transnational media corporations have become important features of today's global economic landscape. Most of such corporations operate in preferred markets with an obvious preference toward one's home market. Integrated Marketing Communication Integrated marketing is a disciplined approach for communicating about the Company 's target customers and partners. It is used for the purpose of advancing its goals and strategic vision. The integrated marketing program focuses many objectives including following main objectives: Improving the perspective and know-how of prospective customers Building awareness and support among influencers Increasing the number of prospective customers Improving organizational communications The integrated marketing communication analysis is necessary before launching the marketing campaign of the new product like Sky+ PMP. It can be done two phases. The first phase should analyse the retail marketing and the second should explore the online marketing. Background Sky+ Portable Media Player (PMP) is being launched after successful launch of Sky+ in 2001. Then it was re-launched with a renewed marketing drive and new pricing model introduced in 2003. But the company has to launch a very expensive marketing campaign. This service offers a personal video recorder fully integrated with a Sky Digital decoder. It used an internal hard drive. It allows to record, pause live television and instantly rewind. Although these features are quite unique but similar products have already been launched in some countries such as America and Japan with Tivo. The Sky + service is great, but this new product is even fascinating, just imagine a portable media player (PMP) associated with the Sky+ service that allows users to take stored programmes one move conveniently. This is such unique device that allows to download content from the Sky+ box to the portable device for watching anywhere. It is very easy and user friendly, it can be handheld, portable with easy-to- use keys and a screen. The main features of Sky+ (PMP) are: Record directly to your Sky+ box at the touch of a button Pause your show when you want to take a break. Return later watch the remaining portion by just rewinding Aims This marketing campaign is aimed at drawing the attention of the consumers everywhere buses subway terminals, sidewalks and billboards to find PMP in the outdoor portion of the campaign. These advertisement will be made available in major markets. It is proposed that large billboard may be located on one of the busiest corners in major cities so that people may only have to look up to be attracted. The main slogans in marketing campaign will be: A portable media player easy to use, accessible and fun product that allows you to view TV on the move. Market analysis A thorough marketing analysis was done on the basis of data accessed on various information means. On the basis of quantitative and qualitative analysis of data important the findings are: There is great need of a portable digital TV in the market as most of people are busy in their work so they do not have time to watch their favourite shows. Many TV lovers do not want to miss their favourite shows or soaps Many people also like to watch sport live coverage, specially football and cricket. They do not want to miss a single move taking place on the sports grounds. They would love to have such a portable TV. There are some manufacturers already present in the market. Particularly Sony PSP would be the main competitor. An effective marketing campaign would be very useful and important for getting the market share in the presence of these competitors Competitors Analysis Sony PSP is considered market leader in this category. Market surveys show that for the sixth year in a row it has achieved best sales. According to the Harris Poll survey of the best brands conducted by Harris Interactive Sony has been named the number one brand. According to a survey there are currently less than 800,000 Sky+ boxes and just a handful of standalone devices made by other manufacturers. Business forecasters expect that by 2010 as many as eight million UK homes will own Portable gadgets as demand for greater control over programming grows. The same situation is also expected in Germany as far as demand of portable gadgets is concerned. It is expected to see strong adoption of these gadgets because of demand for football coverage. Although market in France is comparatively smaller but yet the demand for portable TV is increasing rapidly. Customer analysis Different surveys and polls show that tight schedule of many workers in today's fast moving world does not allow to watch their favourite shows or soaps on TV. They either remain busy on work or they have to spend lot of time in travelling from home to workplace and back. The Sky+ PMP is ideal for such workers. It gives them luxury of watching their favourite shows while on move. Moreover they can record these shows whenever they like and then can watch on their convenient time. This product will soon become a compulsory part of modern lifestyle just like cell phones. Findings The UK is one of the world's most successful markets for digital TV, both in terms of the number of digital households and in terms of its use of technological innovation. It is estimated in some reports that total digital household penetration is now at 53%2 with two thirds taking digital PAY-TV. Sky+ has shown particularly very successful results. It is reported that it has a cumulative total of 322,000 customers. In many European countries, the digital TV market has now started to expand. The US accounts for the world's digital set-top box market and is a crucial market It is estimated that most of these digital users who doing full time jobs can be prospective customers of an easy to use, user friendly portable TV like Sky+ PMP. Majority of these people has one or other favourite TV show. They may not like to miss a single episode of that show. Therefore they would love to have Sky+ PMP if provided on convenient price. Methodology It is quite important to launch a strong advertisement campaign and public relations program with for developing good consumer relationship. For this purpose prospective sponsor may be contacted and a detailed advertisement campaign may be discussed. The advertisement program should be launched targeting prospective customers. They may be approached while commuting with the help of big billboards and if possible big screen at major points. Important features of the products may be highlightded. Recommendations The main features of Sky+ PMP can depicted as Sky+ PMP (Portable Media Player) handheld entertainment system A highly anticipated product for multi-purpose use A first truly integrated portable entertainment product designed to provide a comprehensive entertainment experience. PMP is the first product that promises to deliver the portable entertainment that today's consumers seek The campaign should be designed to engage consumers by showcasing the incredible entertainment innovation that PMP presents. The campaign should focus on the human aspect of personal entertainment. The tone of the campaign should be urban, inviting consumers to break free from the constraints of the handheld entertainment. This marketing campaign should be aimed at taking portable entertainment to the mainstream, expanding audiences with other options for the mobile lifestyle. It should highlight the entertainment freedoms that consumers will experience with PMP. The e print, online constituents of the campaign should be designed to demonstrating stunning visuals unique to the PMP experience. The print advertisements should appear in the issues of publications that are widely circulated and their readers are people who have interest in electronic entertainment. The online campaign should be designed to showcase the unique user interface that allows consumers to easily navigate media content on PMP. The highlights of the PMP and weaker or negative aspects of the competitors may be focused in advertisement campaign so that prospective consumer may easily analyse the whole thing. Conclusions It is important to assess that how technology addresses specific consumer needs helps the benefits become more substantial and easily understood by end users. The understanding of the issues affecting users, vendors can establish strong journalist relationships and validate the introduction and adoption of new technologies in the market. The companies adopting an issues-based approach to product will benefit the most. The customers want 'best in class' products, at the lowest cost of ownership. For winning important new business and for demonstrating the Group can respond to the challenges we are now seeing in the digital TV market. The company should look ahead and can capitalize on the strengths of the product by getting competitive position and bringing new customers to market. The sales teams should aim to maintain business in the UK, grow business in Europe and the US and explore new opportunities in Asia Pacific. There is still significant room and opportunity for performance improvement. Future growth will be driven by the ability of portable device providers to develop their respective businesses, make profits by launching new product. The new business we can be won and with revenues coming from a wider range of customers. Attaining the popularity of new consumer technologies is an enormously difficult task. Target market This new product can attract wide range of consumers from all walks of life. But the people who can be easily influenced should be targeted in first phase. The people who can be targeted in first phase are: 1. Parents of children: The parents in bustling families with kids in the 5-12 yrs range remain very concerned about viewing conflicts in their kids. They also want something that keeps the kids busy on car or other long journeys. They would love to have Sky+ PMP as solution of all these problems. 2. Urban Commuters. As discussed above life is very busy in main city centers. People spend a lot of time on their work or in commuting. It is very difficult situation for those TV lover who don't want to miss their favourite TV programme. They can use the convenience of Sky+ recording when they are out with a portable device that can help them utilize that spare 30 mins on the train to catch up with their favourite soap. Acknowledgement It is hereby acknowledged that information was used from following websites for writing this paper. www.mori.com www.agbnielsen.net www. bbc.co.uk References/Bibliography Dragga, S. (2002). Foreword. In S. Harner & T. Zimmerman, Technical marketing communication (p. xiii). New York: Pearson. SoftwareCEO.com. (2004). Marketing and PR discussion forum. Retrieved November 2, 2004 Carl, W. J. (2001). The (interactional) business of doing business: A rhetorical discursive action analysis of an e-commerce business opportunity (Doctoral dissertation, University of Iowa), Carter, R. (1999). Amway motivational organizations: Behind the smoke and mirrors. Winter Park, FL: Backstreet Publishing. Drew, P. and Heritage, J. (1992). Analyzing talk at work: An introduction. In P. Drew & J. Heritage (Eds.), Talk at work: Interaction in institutional settings (pp. 3-65). Cambridge: Cambridge University Press Read More