consumer marketing plan extraction
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| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential1
How to influence shoppers to buy AMD?
41% 61%
59% 23% 1. Productmind set
Online Online
• Search Engines
• Vision landing page
• Blogs
• Price comparsion web sites
• Retailers Website
• Professional Online review sites
• Online user reviews
• Mobile Internet
Offline
• PC Magazines
• Print newspaper
• Retail Store
• Retailer/MNC ads
Online:
Vision Educat. MS
for Online Shops
Online:
Vision Master
Microsite VMM
Press
Store
Retailer/MNC
Place in customers
online shops
SEM, links, social media, blog
activities
Product reviews,
articles, events,
contests
Retailer MDF,
POS material,
promotions etc.
Value messaging
Offline1. Purchasedecision2. Mind set
Influence
• Around 60% of PC SW/HW consumers research online prior purchasing products• Approximatly 61% of all PC consumers ultimatly buy offline• Major influence to change brand preference is online with appr. 60%• Significant influence as well offline with around 40%• Mobile Internet opportunity: need more investigation (~30% of WE consumers and growing)
Channel TacticResearch Purchase
Sources: Forrester Consumer Technographics, AMD Brand Tracking Study
| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential2
Consumer Q410 Marketing Plan 2010
Push retail sales through align with Go-Big-PlanIncrease consumer market share up to 29%
Objective
Retail ProgramsIncrease assortment and generate additional
sales through with higher ASP with AMD Retail MDF. Crate innovative consumer channel partner programs and activities to support
partner sales through of AMD based platforms
Increase AMD preference by improving AMD‘s value proposition in partner print ads
Use new MSH EMEA partnership to leverage VISION message to consumers
xx%
AMD Vision CampaignsEstablish Vision by identifying
consumer segmentation and buying behavior process to develop Vision marketing activities for increasing
AMD buying preference
xx%
Strategies
Budgets
Increase CPU ASP above $xxIncrease CPU CM from xx% to xx%
Revenue goal: $xxxM
ROI
| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential3
CONSUMER TOUCHPOINT PLAN: Paul
ROLE FOR COMMS:
KEY BARRIER:
“I have never heard of AMD ”
KEY REQUIREMENT/ OPPORTUNITY:
“AMD is the only solution for me”
“It is in an ugly
machine”
“It’s special, gets great reviews and
my friends recommend it”
“Influencer says
no”
“Influencer recommends it”
4.Experience2.EVALUATION1.AWARENESS 3.PURCHASE 5.UPGRADE
“I don’t see a difference”
“So glad I chose my NB powered by
AMD”
INSPIRATIONAL
EDUCATIONREASSURE EDUCATE
AMD IS NOT IN THE CONSIDERATION SET – AND THE AUDIENCE DOESN’T CARE ABOUT THE INGREDIENTKEY
CHALLENGE:
KEY OPPORTUNIITY:
LATCH ONTO AUDIENCE GREATER MOTIVATION – VIVID ENTERTAINMENT; EXPERIENCE PLAYFULLY
TO ACHIEVE 29% NB MARKET SHARE BY END OF 2010RAISE AMD NB MSS BY 5 POINTS BY EOY 2011
GROW MARKET SHARE IN NETBOOKS FROM 1% TO 20%
BUSINESS OBJECTIVE:
VISION DELIVERS THE MOST VIVID ENTERTAINMENT EXPERIENCESMARKETING OBJECTIVE:
SHOW VIVID ENTERTAINMENT EXPERIENCES BY LETTING THE AUDIENCE PLAY AND DISCOVER VISION FOR THEMSELVESCOMMUNICATIONS OBJECTIVE:
24-35 YEARS OLD; MALE; SINGLE; EMPLOYED; EDUCATED; HIGH TECH OWNERSHIP;INFLUENCES PURCHASES OF FRIENDS/FAMILY
MOST VALUABLE CONSUMER:
DIFFERENTIATED
ENGAGEMENT
To be defined as part of
Q4 Planning
| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential4
IMPLICATIONS FOR CONSUMER CAMPAIGNS
INSPIRATIONAL
EDUCATIONREASSURE
DIFFERENTIATED
ENGAGEMENT
Build on the awareness
experience of playing with
VISION challenging the
audience to really put the
system through its paces to
demonstrate how VISION
brings the visual Experience
NOW
Leverage influencer
advocacy to reinforce the
differentiated
engagement/education/inspi
ration messages.
Invite the audience to play
with the product and
experience VISION’s
superior visuals and
excellent performance for
themselves
AUDIENCE TRUTH:
Interested in an irrefutable
superior quality experience
Role of Communications:
Strategic Truths:
MARKET TRUTH:
Saturated with little room
to differentiate
BRAND/PRODUCT TRUTH:
Visually stunning and
exceptional performance
“The Ultimate Visual Experience”Creative Concept
Communications Execution Principles:
Effort % (Resource/Budget)
30% 20%50%
Online/Soci
alKey Channels RetailOnline/Soci
alRetail
Online/Soci
alRetail
ACF Co-
MarketingPR PR PR
| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential5
Consumer Q410 Marketing Plan - Tactics
Arno/Eliza
Vision Consumer Budgets 100%
• EMEA Forrester Data Seat 2011
• Vision assets update for Brazos, Danube refresh, Northern Ireland
• Creation of Vision online assets (December)
• Creatives for P.O.S. material (October)
• Update VISION configurator as of January (December)
• Update of VISION In-Store demo (December)
• Vision Partner Microsite implementation
• Vision online consumer preference influence (SEM, Banner etc.)
• Vision DT online consumer education via social media, SEM, bannners etc.
• drive traffic to etailer site with AMD brand area
• Push MNC Hero SKU‘s and increase Vision visibility at MNC‘s by
placement at MNC communication assets
•
• Increase AMD‘s visibility in press together with PR team
• Details see PR plan $xxxxxxxJanStephan
HelgaChristian
Isolde $xxxxxx
$xxxxx
$xxxxxxxx
$xxxxx
AMD HQ $
$xxxxxxHelga
| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential6
Q4/10 Sales Plan – Demand Gen/Retail
AMD Retail In-Store Trainings KPI‘s:
13K Trained
RSA‘s
Provide bi-
quarterly filled
in Training
Questionaire
Fund:
$xxxxxx
Objectives: Prepare Retail market about for sales through of AMD products, Marketing Campaigns and AMD based systems
Description:
• Local In-Store trainings of managed by local Consumer BD
• Train RSA‘s with EMEA Training deck and prepare market to sell Vision, Danube/Nile, Leo/Dorado
• Creation of Retail training questionaire (xx K USD)
Goal: Train almost 13K RSA‘s in almost xxxx Top stores of AMD Retail customers
Countries: All EMEA
Translations: n. a.
Start: 1-Oct End: 31-Dec
Owner:
Xxxxx xxxxx
Arno Hegemann
| EMEA Consumer Marketing Plan 2010| January 2010 | Confidential7
EMEA funding split 2010 Current State – today’s Fusion-I Funds 2010
Update
EMEA Q1
ACF x,x%
xx%
X,X%
X%
X%
ACF x,x%
Marketing Programs
Trainers
Retailer MDF
Infrastructure
PR ProgramsX%
EMEA Q2 Plan
xx%
X,X%
X%
X%
X%
Xx $/UXx $/U
MDF: xxxxK $Act Vol: x,xM
MDF: xxxxxK $Vol FC: x,xM
EMEA Q3 Plan
ACF x,x%
xx%
X,X%
X%
X%
X%
EMEA Q4 Plan
xx%
X,X%
X%
X%
X%
Xx $/UXx $/U
MDF: xxxx$Vol FC: x,xM
MDF: xxx$Vol FC: x,xM
Sony: 5,2%
EMEA Q1 Plan
xx%
X,X%
X%
X%
X%
Xx $/U
MDF: xxxx$Vol FC: x,xM