Up Front Marketing

Dont You Wish You Had it All Together?Cell PhonePlannerText MessagingWireless WebVoice Recognition!

Target MarketsCareer ProfessionalsCollege StudentsSoccer Moms and Dads

Our Campaign GoalsExpand market share to #1 in PDA salesIncrease product awarenessEstablish brand equity

Handspring Trails Behind PalmSource: ZD Net News

Chart1

0.386

0.126

0.098

0.054

0.04

0.296

Handspring 2nd in PDA Marketshare

Sheet1

PDA Market Share

20002001

Units SoldPercentageUnits SoldPercentage

Palm5.650.40%5.138.60%

Handspring1.412.40%1.612.60%

Compaq0.4664.20%1.39.80%

HP0.4424%0.7115.40%

Casio0.444%0.5294%

Other2.825.10%3.829.60%

source: http://zdnet.com.com/2100-1103-836270.html

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0

0

0

0

0

0

Handspring is Second in PDA Marketshare

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00

00

00

00

00

00

2000

2001

Companies

Market Share

Palm's Market Share Sinks

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Whats Going On?Lydia - IntroductionEmi Print AdvertisingJason Internet AdvertisingVida Television AdvertisingAnn Promotions and PublicityJeanne Financials and Conclusion

Print AdvertisingCollege Students

Magazine AdvertisementFacilitates acceptance of the adInfluences interpretation of the adTargets with precision

Advertising Revenue on the RiseSource:Publishers Information Bureau

Chart1

11.18

12.75

13.81

15.51

17.67

Year

Revenue (US$ Billions)

Revenue from Advertising Increases

Sheet1

Magazine advertising revenue is on the rise

YearRevenue(US$)YearRevenue (US$) Billions

199711,179,246,682199711.18

199812,754,950,695199812.75

199913,813,403,372199913.81

200015,508,357,011200015.51

200117,665,305,333200117.67

Sources:Publishers Information Bureau

Sheet1

Year

Revenue (US$ Billions)

Revenue from Advertising Increases

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Why Print Ads for Students?High readership in college studentsAd awareness links to purchase intentDirectly influences students

Print Ad Sample

Internet AdvertisingBroad Ranging Market

Growth of Internet AudienceNet fastest growing medium in historyTV audiences migrating to the NetMore women are online

Viability as Advertising Medium

Internet has a relatively low costProvides broad exposureInternet advertising industry grows

Increase Sales Potential

Effectiveness of the InternetRaises brand awarenessImproves brand perceptionIncreases potential for sales

Internet Banner Samples

TV AdvertisingTargeting Stay At Home Parents

Why Television for Parents? Guarantees reach to audienceGives a thorough presentationConnects with audience

Major Research FindingsIncreased responsibilities in targetTarget audience is modernizing Target audience is growing

Target Audience Growth

Chart2

1.717.919.6

2.316.819.1

3.414.217.6

513.118.1

8.51220.5

Source: U.S. Census Bureau, 2001

Fathers

Mothers

Total

Year

People (Millions)

Number of Stay at Home Parents Grow

Sheet1

YearFathersMothersTotal

19971.717.919.6

19982.316.819.1

19993.414.217.6

2000513.118.1

20018.51220.5

Sheet1

Source: U.S. Census Bureau, 2001

Fathers

Mothers

Total

Year

People (Millions)

Number of Stay at Home Parents Grow

Sheet2

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Promotions and PublicityGet It Out There

Promotional OffersIncreases effectiveness of campaignInforms, persuades, reminds/reinforcesProvides incentive for consumers

Price PromotionsSource: Apr. 2000 Jupiter Communications Inc.

Chart1

0.74

0.45

0.38

0.38

0.37

0.37

0.22

Percent of Respondents

Consumers Value Price Promotions

Sheet1

PDA Market Share

20002001

Units SoldPercentageUnits SoldPercentagePrices | 74% |

Palm5.650.40%5.138.60%| Compare prices | 45 |

Handspring1.412.40%1.612.60%| Security | 38 |

Compaq0.4664.20%1.39.80%| Find items | 38 |

HP0.4424%0.7115.40%| Customer service | 37 |

Casio0.444%0.5294%| Easier returns | 37 |

Other2.825.10%3.829.60%| Loyalty rewards | 22 |

+-------------------+---------+

source: http://zdnet.com.com/2100-1103-836270.html

Prices74.00%

Compare Prices45.00%

Security38.00%

Find Items38.00%

Customer Service37.00%

Easier Returns37.00%

Loyalty Rewards22.00%

Source: Apr. 2000 Jupiter Communications Inc.

Sheet1

Handspring is Second in PDA Marketshare

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00

00

00

00

00

00

2000

2001

Companies

Market Share

Palm's Market Share Sinks

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0

0

0

0

0

0

Percent of Respondents

Consumers Value Price Promotions

The Matrix RevolutionsIntroduces product to wide audienceBrings attention to product featuresUltimately creates brand equity

Benefits of Brand EquityMore income from intangible benefitsMaintains higher product awarenessGood defense against competitors

Financial AnalysisThe Bottom Line

Financial Breakdown

ROI Forecast

Chart1

25.0909090909

17.7777777778

15.652173913

10

Source: Up Front Marketing Finance Department

For every $1 spent, TV ads are expected to return $25.09 in revenue!

Expected Return on Investment

TV is ROI Leader

Table 1

MediaBudget% BudgetRevenue Forecast

Print Ads$675,00013.5%$12,000,000

Internet$575,00011.5%$9,000,000

TV$2,750,00055.0%$69,000,000

Promotions$1,000,00020.0%$10,000,000

Total$5,000,000$100,000,000

Chart 1

Chart 1

25.0909090909

17.7777777778

15.652173913

10

Source: Up Front Marketing Finance Department

For every $1 spent, TV ads are expected to return $25.09 in revenue!

Expected Return on Investment

TV is ROI Leader

Table 2

Budget ($K)% BudgetSales ForecastExpected Return on Investment

Print Ads$675,00013.5%0.0$12,000,000TV2509%

Internet$575,00011.5%$9,000,000Print Ads1778%

TV$2,750,00055.0%$69,000,000Internet1565%

Promotions$1,000,00020.0%$10,000,000Promotions1000%

Total$5,000,0000.0%$100,000,000Total2000%

Sheet1

Budget ($K)% BudgetSales ForecastExpected ROISales Forecast ($K)

Print Ads$675,00013.5%$15,000,026Print Ads2222%$15,000,026

Internet$575,00011.5%$15,000,026Internet3478%$20,000,035

TV$2,750,00055.0%$65,000,112TV1909%$52,500,091

Promotions$1,000,00020.0%$10,000,017Promotions1250%$12,500,022

Total$5,000,000100.0%$100,000,173Total2000%$100,000,173

$100,000,173

SummaryReach new target marketsAchieve advertising effectivenessAccept our recommendations

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