Simulation Plan for Asus Zenfone 5 - Part 1: Marketing Plan
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Part 1 of 8 in Account Planning & Management Series Made by Christofer Felix et al. for Account Planning & Management assignment. Multimedia Nusantara University. ©2018
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Simulation Plan for Asus Zenfone 5 - Part 1: Marketing Plan
- 1. MARKETING | PLAN prepared by Christofer Felix
- 2. SITUATION|ANALYSIS • Previously, ASUS focuses on the computer hardware market. • ASUS expanded their market by entering the smartphone market in Jan 2015. • ASUS is playing in the middle price segment with high specs. • The most successful campaign was when launched Zenfone 2.
- 3. Brand Market Share Rank Samsung 31,8% 1 Oppo 22,9% 2 Advan 7,7% 3 ASUS 6,5% 4 Vivo 6,0% 5 others 25,1% source: International Data Corporation Top 5 Smartphone Brands in Indonesia
- 4. • Zenfone 5 was launched in Indonesia on Mei 17th, 2018 at the #Backto5 #BacktoLive event in Jakarta. • Zenfone 5 started its first sale via Lazada and JD.ID flash sale on Mei 30th, 2018 & June 6th, 2018 with a special price of IDR 3,999,000. • Several highlighted features in Zenfone 5 are Zenmoji, metallic beautiful design with a notch, Snapdragon 636, AI Camera, AI Ringtone, AI Charging. • Stricken by NWOM “HP Ghoib” because of some problems in distribution.
- 5. Target Market Age : 20 - 40 y.o. Gender : M & F Psych : urban society, tech-savvy, photography enthusiast Geo : all of Indonesia capital cities SES Level : A & B
- 6. Indonesia Situation Political : The Indonesian government focuses on telecommunication infrastructure development to support digital economic transformation. Economic : Rupiah exchange rates got weaker, the transportation & telecommunication industry sector are growing. Social : Travel intention increased, prosumer society enlarged. Tech : The explosion of digital payment trend, live streaming, mobile gaming, and mobile photography.
- 7. OBJECTIVES • Expanding market share from 6.5% to 10% at the end of 2019. • Distributing Zenfone 5 to all capital cities across Indonesia in Q1 of 2019. • Increasing Purchase Intention to 75% until Q4 of 2019.
- 8. STRATEGY • Setting up Zenfone 5 fixed price • Distributing Zenfone 5 massively to Indonesian retails • Streghtening campaign to manages NWOM and maintain awareness
- 9. TACTICS • Confirming Zenfone 5 fixed price as Rp 4.499.000 to avoid skyrocketing prices from hoarders. • Distributing Zenfone 5 massively to the targeted geographic by cooperating with some reputable distributors & E-Commerce like Lazada, JD.id, BliBli. • Developing new creative message strategies.
- 10. Focus on New Creative Message Strategies to: • Maintaining a high level of awareness with SMM & TVC. • Reducing NWOM with MPR by announcing the current massive distribution & fixed price. • Carrying out old Zenfone series trade-in as sales promotion. • Organizing ‘Zenfone 5 Street Photography’ event.
- 11. CONTROLS • Doing a marketing audit about Zenfone 5 sales volume. • Making an annual marketing report.
- 12. Thank You Account Planning & Management, 2018