zune marketing presentation
DESCRIPTION
TRANSCRIPT
By: Brian Biancardi, Jenni MacDuff, Meghan McDonald, & Alex Schnulle
Objective• Increase market share
– High quality, lower price– Trendy and cool
Target Market• Tween girls• Caucasian• Midwest metropolitan• Middle-class
Pricing• Flat 15% price cut• Value objective• Switching from competitive to penetration
Product• Shopping product• Maturity stage• Zune pass• HD radio• Wi-fi• Compatible• My Social
Distribution
• Dual channel + intensive distribution = a Zune for every tween
QuickTime™ and a decompressor
are needed to see this picture.
Promotion•Demonstrate Zune mp3 player is affordable, “cool”, trendy, individualized
•Connect to target with most admired artist, Justin Bieber, as partner
•Social Media Contest
•Justin Bieber concert at junior high schools in major Midwestern cities
•Play ad on The CW, Nickelodeon, MTV
•Run print ad in CosmoGirl, Teen People, Teen Vogue
•Direct Mail
Zune Mp3 Player Storyboard
1.
Opening scene: Justin Bieber on stage begins singing hit song “Baby,” which will play throughout advertisement, but with juxtaposed images of
him performing the song live on stage and teenage girls singing “Baby” listening to their Zune Mp3 Players with no back-up music
2.Girls singing “Baby”
Audience cannot hear background music just girls singing
3.
Justin continues to sing “Baby” for crowd of excited tween/teen girls.
4.Girls camping singing “Baby”
Audience cannot hear background music just girls singing
5.…and back to Justin singing for students
6.Cuts to multiple “tweens”/teen girls dancing and
singing “Baby” with no back-up music
The song stops playing for a few seconds and Justin Bieber begins to get sucked into a vortex that funnels into a Zune Mp3 Player.
7.
8.Song ends with “thought you’d always be mine”
Win A Justin Bieber
Concert For Your Whole School!
See Our Facebook Page for Contest Details
www.facebook.com/
zunebiebercontest
Get In The
Zune Mp3 Player Print
Advertisement
Win A Justin Bieber
Concert For Your Whole School!
See Our Facebook Page for Contest
Detailswww.facebook.com/zunebiebercontest
www.facebook.com/
zunebiebercontest
Zune Pass Gift Cards Help You Pass On Bieber
Fever
Direct Mailing
Thank You