Tuesday, 11 November 2014.

MARKETING

PLAN:

1

Table of Contents

INTRODUCTION _______________________________________________________________________________ 2

Mission and Vision __________________________________________________________________________ 2

SITUATIONAL ANALYSIS _____________________________________________________________________ 2

3 C’s ______________________________________________________________________________________ 2

SWOT Analysis _____________________________________________________________________________ 3

NEW POSITIONING STRATEGY ______________________________________________________________ 4

The Product ________________________________________________________________________________ 4

TARGET AUDIENCE: PERSONA ______________________________________________________________ 4

COMMUNICATION OBJECTIVES _____________________________________________________________ 5

NEW COMMUNICATION STRATEGY ________________________________________________________ 6

Big Idea ___________________________________________________________________________________ 6

Advertising ________________________________________________________________________________ 6

Above The Line __________________________________________________________________________ 6

Below the line ____________________________________________________________________________ 8

BUDGET _______________________________________________________________________________________ 16

MEDIA SCHEDULE ___________________________________________________________________________ 18

BIBLIOGRAPHY ______________________________________________________________________________ 19

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Introduction

Polaroid Corporation is an American company which manufactures cameras, films and

optical gear. The company was founded in 1932 by the late Edwin Herbert Land, who

invented instant photography. In 1947 the company introduced to the market the first

instantaneous developing film with the pioneer camera Polaroid Land, becoming an instant

trend as well as many of its successors. (Encyclopedia Britannica, 2013).

Polaroid, throughout the 90’s, continued to develop new products including their cameras,

floppy disks and medical and security equipment. And in 1996 the business released its first

digital camera to the market. However, sales fell from 2.3 billion dollars in 1994 to just over

750 million dollars in 2003 (Dentch, 2008). Due to the extremely competitive markets, with

the likes of Fuji, Sony and Panasonic dominating the market, the company was obliged to file

for bankruptcy in 2001 and after being bought, ceased production of cameras by 2007

(Encyclopedia Britannica, 2013).

Mission and Vision

“Through our continued innovation, we help people see and experience the world by

integrating new technologies, emerging trends and the constantly evolving digital

world into the realm of instant photography, cameras and consumer electronics. For

the past 75 years, the Polaroid brand has developed one of the world’s most widely

recognized consumer brands and is poised to compete on the industry’s global stage”

(Polaroid, 2014).

Situational Analysis

3 C’s

Company

The Impossible Project was created in 2008 to avoid the classic Polaroid cameras from

becoming obsolete. The business was given this name due to the intricate work put towards

the project, not only to acquire the Polaroid factory plant, but also to manufacture its products

to keep the Polaroid image alive and interesting. The vintage cameras and its accessories

appeal to a niche market, which can vary from collectors to photography enthusiasts (The

Impossible Project, 2014). In 2010, Polaroid appointed Lady Gaga as one of their creative

directors. The partnership was created mainly to promote Polaroid’s Grey Label, their

futuristic product line (Miller, 2011).

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Competitors

Fujifilm is the only direct competitor for Polaroid, attempting to penetrate the instant camera

market, they released the Instax ranges, in the beginning 90’s. The technology was similar to

Polaroid’s but claimed to be improved. Fujifilm was only allowed to commercialise the

Instax cameras in certain territories until the Polaroid’s patent expired mid 90’s. Today, the

right to sell the Instax is Polaroid’s and the latest range is named Polaroid 300 (Smith, 2008).

Cannon, Nikon and Sony are indirect competitors due to their reputation, reliability and huge

market share in the digital camera industry.

The biggest indirect competitors for Polaroid are, without a doubt, smartphones. With the

popularisation of functional mobile phones and camera quality, it has become a bigger

challenge for

Customers

In the end of the 90’s, Polaroid’s target markets were current users, lapsed owners, and those

who had never owned an instant camera, between their 20s and 40s (Lane, 2007).

Since the recent recession, consumers have been slowly recovering their buying power. With

the growth of disposable income among the middle class consumer , there is an increase in

consumption.

In recent years, Polaroid’s classic models and new developments apply to the following target

markets and segments:

Generation X – People who have followed the brand and its products’ developments

since its formation.

Generation Y – Young adults and teenagers who consider Polaroid a fashionable

product to own and use.

Experiencers – Trendy people - hipsters - who are interested in vintage cameras.

Photographers – Amateurs and professionals who share a passion for iconic items

(Jiang, 2013).

SWOT Analysis (Data Monitor, 2004)

Strengths

Strong and recognizable brand name

International distribution channels

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Weaknesses

Damaged brand image and name – bankruptcy

Old fashioned technology

Opportunities

To establish position the digital camera market

To advance and improve existing digital cameras’ technology

Threats

Well established competitors in the industry

Smart phones’ camera quality

New Positioning Strategy

The Product The Polaroid Socialmatic, running on Google Android’s operating system, is a 14 megapixel

camera with built in Wi-Fi and 3G broadband supported which connects the user with social

media apps to share photos online, it also allows user to edit the photos and add text or clip

art. The camera also prints 2"x3" photos instantly, using Zink photo paper, so it does not

requires any ink, and features a 4.5” touchscreen LCD display. The camera will also have

16GB of expandable photo storage.

The initial price setting for the Socialmatic will be around $299, with the photo paper costing

between $0.40 and $0.50, sold in packets of 20, 50 or 100 photos. Different colours and

pattern covers will be available to buy, allowing consumers to personalize their own camera.

Target Audience: Persona

It was researched that the Polaroid is targeted at upper to middle class young public. To

reinforce this research, statistics on Instagram showed that 10% of its users are aged between

15 to 24 years old and 6.8% of students’ worldwide use Instagram, additionally, their public

is predominately feminine with 25% part of the higher income (AB) audience.

Laura Fennin.

Laura is a 20 year old college student, she studies Arts at UCD.

She likes brand names and looking her best.

She’s a loyal customer to brands she perceives as cool and original,

such as Apple and Starbucks. She’s an influenced by trends and

celebrities.

She uses a lot of social media, including Facebook, Twitter and

Instagram. She loves Snapchat and Instagram to share photos of her

life with her friends

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The target market also seems to be constantly multi-tasking thus, they desire devices that are

practical and will perform several tasks at a time and are willing to pay premium prices for

this products, such as the current prices of smartphones averaging the same price as a tablet

or laptop (Integreon, 2011).

Communication Objectives

The method of setting SMART (specific, measurable, attainable, relevant, and time-based)

goals is the most effective tools used by researchers to achieve their goals accurately and in a

consistent manner (Hadley, 2013).

The SMART objectives for this project are:

1. To reposition the brand, with the Socialmatic, as the target customers top of mind.

2. To launch the Polaroid Socialmatic onto the market

3. To increase sales for Christmas 2014 and the following year.

4. To create awareness and popularise the product among the target market, the

Generation Z (born between 1993 - 2000).

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New Communication Strategy

Big Idea

Because Polaroid is an iconic brand, the creative theme behind the launch of the Polaroid

Socialmatic will combine both nostalgia and modern trends. Before Polaroid’s decline in the

market in the last decade, it left its influence. It is referenced in the Outkast hit song “Hey

Ya” (2003). This inspired some of the original ideas for the marketing plan, specifically to

incorporate the “shake it like a Polaroid picture” ideal. This idea then had to be adapted as,

due to a change in trends and generations, it seemed irrelevant to today’s market.

The creative idea needed to incorporate both the tangible, printing element of the product as

well as the sharing element. Twin taglines will be used, “Because some things are meant to

last forever” and “Because some things are meant to be shared”. Different photo-worthy

events will be used alongside the tagline, for instance, a wedding day or a family photo. The

theme should evoke feelings of happiness and nostalgia with viewers while also showing the

product to be fun and innovative.

Advertising

Above The Line

Because Polaroid Socialmatic is such a visual product, radio ads will not be used.

Advertisements were the customers can see the product and its features will be used. This

will help to raise awareness of the product and hopefully place the product in the customers

evoke set.

Visual mediums, such as ads in print media and billboards as well as television adverts will

heavily incorporate the “big idea”. For television ads, the camera will be shown taking photos

of memorable occasions and silly, fun pictures. A over voice will describe each photo, for

example, for the great nights out; for the sun days; for the snow days; for your big day; for

hellos; for goodbyes: Because some memories are meant to last forever. The background

music in the advert will be fun, feel good indie style music like the band The Neighbourhood.

Television channels, including RTÈ, RTÈ 2, TV3 and E4 will be used to show the television

ad. Programmes such as Love/Hate, The X Factor and Home and Away all attract a high

viewership within the target demographic (Media Live, 2014). The British channel E4 is

popular in Ireland with the target market also.

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The same idea will be used for print adverts, making it easier for customers to recognise and

link the two. Photos will be shown with the alternating taglines as the television advert

written on them. In the corner of the ad will be the camera as well as information about it.

These will be used in portrait and landscape, depending on the medium. Women’s magazines

such as U Magazine, Glamour, Company and Kiss will all be used to show the ads.

Ambiance marketing will be used in the form of small billboards, on bus stops and Luas

stops, where people are waiting idle.

Because Polaroid Socialmatic is such a visual product, radio ads will not be used.

Advertisements were the customers can see the products will be used. This will help to raise

awareness of the product and hopefully place the product in the customers evoke set.

Visual mediums, such as ads in print media and billboards as well as television adverts will

heavily incorporate the “big idea”. For television ads, the camera will be shown taking photos

of memorable occasions and silly, fun pictures. A over voice will describe each photo, for

example, for the great nights out; for the sun days; for the snow days; for your big day; for

hellos; for goodbyes. Snap it. Share it. The background music in the advert will be fun, feel

good indie style music like the band The Neighbourhood. Television channels, including

RTÈ, RTÈ 2, TV3 and E4 will be used to show the television ad. Programmes such as

Love/Hate, The X Factor and Home and Away all attract a high viewership within the target

demographic. The British channel E4 is popular in Ireland with the target market also.

The same idea will be used for print adverts, making it easier for customers to recognise and

link the two. Photos will be shown with the same taglines as the television advert written on

them. In the corner of the ad will be the camera as well as information about it. These can

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also be converted and used for billboards. . Women’s magazines such as U Magazine,

Glamour, Company and Kiss will all be used to show the ads. Ambiance marketing will be

used in the form of small billboards, on bus stops and Luas stops, where people are waiting

idle.

Below the line

Since the target market is frequent users of the internet and smart phones, it is important for

the product to be represented on the medium. Google is the most popular search engine,

google ads can be specialized to appear when certain keywords are searched. For a Polaroid

Socialmatic ad to appear 100 keywords would be searched, including the following words:

Polaroid Socialmatic Picture Instagram

Memories Share it Retro Photography

Camera Instant Filters Photo

YouTube ads are designed to be used across all of YouTube’s media platforms, including on

computers, tablets and smart phones. Advertising on YouTube can be specific to gender; age

and country of the user and you only pay when your ad is viewed (YouTube 2014). It also

includes an analytics tool to see who’s interacting with the ad. Banner ads, video ads and

Call-to-Action overlays are all used on

YouTubes website (Support Google,

2014). A Socialmatic Polaroid campaign

will run for one week in November and

again in the following few weeks to

reinstate the message to consumers.

Internet banner ads will be shown on Irish websites such as Entertainment.ie and Her.ie, who

have predominantly female users between the ages of 15-34 (Media Live, 2014).

Public Relations

A launch event will be held for members of the press, internet bloggers as well as celebrities.

A competition will run on Facebook and Twitter to win invitations to the event and a free

camera (this is also encouraging people to like and follow the brand pages on the social

media sites). The purpose of the launch party will be to officially launch the product to the

market and to raise awareness amongst potential consumers.

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To portray the product as original and cool, a trendy venue is essential. The event will be held

at The Hanover, at Hanover Quay in Dublin 2, on the 4th of September at 7 p.m.

The venue will have pictures hanging from the ceiling, around the bar and on the walls, all

with the classic Polaroid frame. The venue will be mainly white coloured with the

Socialmatic logo colour scheme as details. The event will send invitation 350 guests

including bloggers, musicians and the media relevant to our targeted consumers, and Suzanne

Jackson will feature in the party as a special guest. The goodie bags will include an exclusive

cover for the Socialmatic camera and boxed Socialmatic themed cupcakes.

To entertain the guests, four bands are lined up to play during the event: Ham Sandwich,

Delorentos, The Coronas and, as the headliner act, American indie sensation, The

Neighbourhood.

Ten invitations to members of the public will be sent following a social media

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Entrance

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Press Release

Press Release

August 25th, 2014.

Contact: Mariane Walsh

Tel: 087 968 7627

Polaroid To Launch Socialmatic Camera INdie Style in Dublin

Polaroid to launch their newest must have product, Socialmatic camera. The event will happen on

Thursday 4th of September at 7 pm, in The Hanover venue, Dublin 2. The party has confirmed as

guests some well-known faces to the indie scene and will comprise four live acts from Delorentos,

Ham Sandwich, The Coronas and The Neighbours as the headliners, plus Suzanne Jackson as a

special guest.

“We are really happy to launch the Socialmatic camera after such a great response from the public in

our VIP lounge at Oxegen this year.” – said Laura Shroff, Polaroid’s press office manager “– we hope

all guests have fun at the party so they will get the essence of the Socialmatic – which is making the

special moments in life to last forever.”

Ten competition winners from Twitter and Facebook will be able to join the party and win

Socialmatics cameras.

The Socialmatic camera is able to print and share the pictures in the classic Polaroid frame. With 14

Megapixels and a 5 inch touchscreen, the products are going to be a hit when enter shelves throughout

the country at September 15th, 2014.

ENDS

Note to Editor: To enter the Facebook competition, participants must like and share the Polaroid Socialmatic

Facebook page. To enter the Twitter competition, participants must answer why they want to join the product

and win the camera on Polaroid Socialmatic Twitter page.

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Promotions

As the product is targeted at female teenagers to

young adults, Christmas sales are very important.

The target market needs to know about the

product before its launch in September. Photo

Booths will be set up at summer festivals and

large, central shopping centres, such as St.

Stevens Green, WhiteWater and Dundrum. The

booths will feature the interface of the camera on

the screen inside and allow consumers to try out

all the features and print out their own photo. The

booths will be white with the multi-coloured stripes that are Polaroid’s trademark. They will

also have pictures of the product on the sides and brochures for the users to take. These will

be hosted on different weekends in different stores, Dundrum is the largest shopping centre in

Ireland, and for this reason the booth will be host here during both its launch week in

September and the weekend of the 8th of December, the busiest shopping week of the year

(Bray 2013). The booth will be host in other centres in the weeks coming up to Christmas.

During the summer season, before the products launch, the booth will also be used a music

festivals popular with our target audience, such as Oxegen and The Electric Picnic to get raise

awareness amongst our target market.

Oxegen 2014 - Event Promotion

To make our target market experience the essence of the brand, it was decided to buy a space

at Oxegen 2014 for a Socialmatic VIP lounge. The lounge will be furnished with a bar, TVs,

confortable sofas, barbecue and a beer garden where the VIP festival goers can rest and have

fun. The space will also include Socialmatic cameras, where our VIP guests can get familiar

with the product and share the pictures taken in the Socialmatic Lounge at the festival..

At the entrance, the guests can ‘chill’ at the decking area and enjoy a barbecue outdoors.

Indoors, to the left of the lounge, there is a screen featuring the Socilmatic camera, to the

right is the lounge bar. At the center of the building there is a round table displaying the

cameras (being held by security wires) where the guests can try out the products. The back of

the lounge is where the confort area is, comprising two large couches and beanbags. At the

back corner there will be a member of the staff taking pictures of the guests and sharing them

on Socialmatic.

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Also, two Sociomatic photobooths will be placed outside the lounge, those facilities can be

used by non-VIP members as well.

Social Media

Since the chosen target market has a high social media presence and the products tie in with

the app and website Instagram, an involved social media plan is very important for the

communications strategy.

The product uses Instagram features, so a strong link is a necessity. Creating a

@SocialmaticPoloroid, Instagram account can be used to show examples of the products

features. This can be tied in the consumers call to action, creating a specific hashtag

(#SMpolaroidoftheday) allows users to tag their photos and each day one will be chosen to

feature on the page. This encourages consumers to interact with the brand as well as

promoting the product itself.

For websites like Facebook, Twitter, Tumblr and Pinterest, a brand account will be made and

kept. These will all also feature links to the #SMpolaroidoftheday. Twitter and Facebook can

also be used to keep followers up to date of news and competitions.

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Budget The Socialmatic target market is female, part of generation Z and have a higher income class.

This market, population of approximately 282 thousand, represents the group that have grown

up in the digital world; therefore they are prone to be dependent on technological devices.

According to research, products such as mobile phones (43%) and computers (51%) have a

better importance classification than television (3%), making social media vital for the

development of Socialmatic’s marketing plan, even though television advertisements will

also be used in this campaign (Integreon, 2011). The reason behind TV advertising is that it

will create awareness for the public that can then reach out to our target market. For example,

a boyfriend buying his girlfriend a present.

Whereas social media will be highly utilised as a platform to advertise the product, the

participation of Socialmatic at festivals is essential to create a buzz about the product. At the

same time that the launch party creates awareness of its availability of when the camera will

enter the Irish retail shelves.

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Platform Via Cost (incl. 30% discount)

Online (based on

number of clicks x

days advertised)

YouTube (Estimated) €0.20 (per click) x 8,000 €22,400

Google (Estimated) €0.40 (per click) x 5,000 €240,000

Her.ie (Estimated) €0.10 (per click) x 1,000 €1,400

Entertainment.ie (Estimated) €0.06 (per click) x 500 €900

Section Total €277,300

Television RTE 5 x €31,346

TV3 5 x €22,547

E4 5 x €36,624

Section Total €452,585

Print Company(Position B) 4 x €9,839

Glamour (Position B) 4 x €10,662

Sunday Times Style Magazine

(Inside, back page)

3 x €7,000

U Magazine (Full page) 8 x €2,464

Kiss (Full page) 4 x €2,380

Section Total 139,628

Events

Annual Informational and

Technology Conference

€12,368

Oxegen (Production Company) €26,740 + €52,000 Fee

Electric Picnic €25,000

Section Total: 113,570

Launch Event Production Company €52,619

Section Total €52,619

Outdoor JCDecaux(24 panels) €30,000

Section Total €30,000

Promotion Venues St. Stephen’s Green 18,120

White Water 12,332

Dundrum 22,500

Section Total 52,952

TOTAL BUDGET €1,088,654

*Source: Media Live.

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Media Schedule To maximize sales before the Christmas market, the product will be launched in September.

MEDIA MONTH MAY JUN JUL AUG SEPT OCT NOV DEC

TELEVISION ROI Only –RTE, TV3,

TG4

Target Audience

Women 15-25

E4

OUTDOOR JCDecaux

PRESS

Company

Glamour

U

Sunday Times Style

Kiss

INTERNET

Youtube

Google Search

Her.ie

Entertainment.ie

PR

Launch Event Annual Informational and

technology conference

PROMOTIONS

Electric Picnic

Oxegen

St. Stephens Green

White Water

Dundrum

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Bibliography

Bray, A. 2013. Toy shops facing busiest day of year next Monday. [online] Available at:

http://www.herald.ie/lifestyle/toy-shops-facing-busiest-day-of-year-next-monday-29789922.html

[Accessed: 23 Mar 2014].

Encyclopedia Britannica. 2013. Polaroid Corporation (American company). [online] Available at:

http://www.britannica.com/EBchecked/topic/467177/Polaroid-Corporation [Accessed: 10 Mar 2014].

Hatmaker, T. 2014. Polaroid Socialmatic Camera: A Retro Instagram-Style Dream. [online]

Available at: http://readwrite.com/2013/03/04/polaroid-socialmatic-

camera#awesm=~oyia567naBhau7 [Accessed: 12 Mar 2014].

Ireland Wanderer. 2014. The biggest shopping malls in Ireland | Ireland Travel Guides. [online]

Available at: http://www.irelandwanderer.com/the-biggest-shopping-malls-in-ireland/ [Accessed: 23

Mar 2014].

Millennial Marketing. 2014. Who Is The Gen Y “Hipster”? | Millennial Marketing. [online] Available

at: http://millennialmarketing.com/2010/01/who-is-the-gen-y-hipster/ [Accessed: 12 Mar 2014].

Nanji, A. 2014. Who Uses Instagram? Marketers, Students, and IT Workers. [online] Available at:

http://www.marketingprofs.com/charts/2013/12225/who-uses-instagram-marketers-students-and-it-

workers [Accessed: 23 Feb 2014].

Support Google. 2014. TrueView video ads - YouTube Help. [online] Available at:

https://support.google.com/youtube/answer/2679940?topic=30072&ctx=topic [Accessed: 23 Mar

2014].

White J. Polaroid's Original Camera Gets Reinvented For The Instagram Generation -- AppAdvice.

[online] Available at: http://appadvice.com/appn2014/01/ces-2014-polaroids-original-camera-gets-

reinvented-for-the-instagram-generation [Accessed: 12 Mar 2014].

Youtube. 2014. Why it Works - YouTube. [online] Available at:

https://www.youtube.com/yt/advertise/why-it-works.html [Accessed: 23 Mar 2014].

*The group does not own any of the corporation and press images used in this creative project. They were all taken

online.