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Copy of Week 2: Communicatie doelgroep, doelstelling & strategie

Marketing 2012-2013: Jaar 2; Periode 1
by

Bai Delle

on 8 October 2012

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Transcript of Copy of Week 2: Communicatie doelgroep, doelstelling & strategie

Research Locale Summary Methodology Notes Place your own picture
behind this frame! Double click to crop it if necessary San Francisco Budapest Important
Details (cc) photo by Metro Centric on Flickr (cc) photo by Franco Folini on Flickr (cc) photo by jimmyharris on Flickr Stockholm (cc) photo by Metro Centric on Flickr Waarom is het van belang om een duidelijke doelgroep te formuleren? Research Instrument Respondents The respondents of the study are the students of the University of the Immaculate Conception annex campus who are users of Cherry Mobile cellular phones brand. They must be currently enrolled this first semester academic year 2012 – 2013 at any courses offered in the annex campus. Respondents include those students who were able to experienced using the Cherry Mobile brand of cell phone for a reasonable time in order to really assess the characteristics of the brand’s product. Based on the tabulated data, 61% of the respondents are female and the remaining 31% are male. It was found out that most of the respondents in this research are 19 years old. The satisfaction level of the respondents in using Cherry Mobile is satisfactory with regard to its promotional activities, place and people and fair when it comes to the core product. assess satisfaction level
of Cherry Mobile users Assets map details doodles notes outlook photo frame Introduction Cellular phones are a great tool for us to connect with other people. It provides us the ability to communicate with our departed family, friends, or even use it as a tool for business to connect us with our clients. It bridges the gap not only with SMS but even through e-mails for in today’s advanced technology, mobile phones are designed just like a computer that can be connected to the internet.
There are a lot of cellular phone brands that exist in the Philippines. We have Nokia, Motorola, LG, Samsung, etc. who compete as who would be able to provide the best cellular phone to the market in terms of being user friendly, features, camera solutions, durability, etc. They go through series of innovations just to bring out the best for their users and to give them satisfaction through adding some features that would make one’s cellular phone all in one. That it will provide the user with what it needed like entertainment, social media, etc. Satisfaction Level of CHERRY MOBILE USERS Sampling Technique Purposive sampling was used by the proponents in conducting the marketing research. The proponents select only those people who can contribute the purpose of the study in order for the researchers to answer their objectives. Statistical Treatment METHODOLOGY Nee! Marketing communicatie doelgroep:
Marketing doelgroep
Beinvloeders
DMU's Op wie zijn de volgende
campagnes gericht? The 4-point likert categorization was used in interpreting the satisfaction level of Cherry Mobile users in terms of the core product, promotion, place and people where:

3.26 – 4.00-Very Satisfactory
2.51 – 3.25-Satisfactory
1.76 – 2.50-Fair
1.00 – 1.75-Unsatisfactory Merk specifiek niveau: bij de doelgroep zal de merkbekendheid groot zijn, De Doelen is een gevestigde naam. De attitude zal over het algemeen goed zijn, mensen die er al jaren komen zullen redelijke verwachtingen hebben, dus de kans dat de verwachtingen niet met de werkelijkheid overeenstemmen is klein.
Koopintentie: als aan het begin van het jaar het programmaboekje wordt verspreid wordt een groot deel van de kaartjes al besteld door de merktrouwen. De merkwisselaars en nieuwe gebruikers zullen wellicht pas halverwege het jaar kaartjes kopen, als een bepaalde voorstelling hen interessant lijkt. Merkspecifiek Domeinspecifiek niveau: komen over het algemeen al langer in De Doelen, hebben hoge betrokkenheid, bestellen kaartjes direct aan het begin van het seizoen. Mensen kopen product om lekker te ontspannen en te genieten van een voorstelling, vaak in het gezelschap van anderen. Ook hier brengt de kleine kern vaste klanten de meeste omzet. Domeinspecifiek Geografische: woonachtig in Rotterdam en omgeving, waarschijnlijk in wijken met (duurdere) koopwoningen
Socio-economisch: leeftijd 40+ met (oudere) kinderen. Hoge sociale klasse, hoog opleidingsniveau. Inkomen hoger dan modaal
Psychografisch: houden van cultuur (muziek, toneel), houden van lekker eten (uit eten gaan), gaan graag uit, man werkt fulltime, vrouw parttime, geen ‘big spenders’, wel levensgenieters
Productbezit: hebben eigen huis en een eigen zeilboot Algemeen niveau PRESENTATION
OF DATA
AND ANALYSIS Figure 1 indicates the age range of the respondents which are the Cherry Mobile users in this study. Out of the 44 respondents tabulated, 25% are 19 years old and 7% are 22 years old. This means that most of the Cherry Mobile users who are respondents of this study are 19 years old.
The demographic profile of the respondents according to their gender is shown in the figure below. Figure 2 above indicates that 61% of the actual respondents comprise female users of the brand and the remaining 39% are male users. This only means there are more female users of Cherry Mobile brand than male users. Figure 4 above shows the satisfactory level of Cherry Mobile user respondents as to its promotional activities. The proponents of the marketing research found out that sales discounts have a mean of 3.23 while after sales services such as warranty has a mean of 2.77. This means that the respondents are satisfied by the promotional activities offered by Cherry Mobile brand. Figure 3 above shows the satisfaction level of Cherry Mobile user respondents on the core product. The researchers tabulated a highest mean of 2.57 or satisfactory for the functionality while all other has a mean that ranges from 2.25 to 2.50 which is equivalent to fair. This means that the satisfaction level of the respondents on the core product of Cherry Mobile brand based on the tabulated data as a whole is fair.
Figure 5 shows the satisfaction level of the respondents with regard to the place where Cherry Mobile could be reached by the customers. Based on the tabulated data by the proponents, they have found out that accessibility of the store outlets of Cherry Mobile resulted to a mean of 2.93 however a mean of 2.70 for the security of the place. This only means that the users of the Cherry Mobile brand are satisfied enough with regard to the location of there sales outlet.

Figure 6 above shows the satisfaction level of the respondents who are Cherry Mobile users with regard to the sales force of the brand. A mean of 3.05 was tabulated on being polite of the sales force while 3.00 mean of them being hospitable. This means that the respondents of this marketing research are satisfied with regard to the sales force of the brand.
P-3-3-1 2010/2011 SMM J2 P-3-3-1 2010/2011 SMM J2 The proponents also included in the survey open-ended questions to know the reasons why they bought Cherry Mobile unit and to know the problems encountered in using the unit.
The researchers found out that the majority of the respondents choose the brand because it is cheap or affordable. Some says that they choose the brand because of its unique and colorful styles and features that attracts them to buy the product. Other reasons why they bought the product are the following: “to try the product of the brand”, “to be a substitute of another brand with almost the same features”, “recommendation of a friend”, and “mother’s gift”. This means that the main reason why the respondents prefer the product among other is because of its affordability and its colorful and fashionable styles which explain the reason why there are more female users than male.
This research is interested to know the satisfaction level of Cherry Mobile users here at University of the Immaculate Conception annex campus with the aid of survey questionnaire for the findings. This section presents the data of this marketing research and its interpretation. SUMMARY

CONCLUSION

RECOMMENDATION The reasons that influence the respondents to buy Cherry Mobile unit are the unit’s affordability and its fashionable and colorful styles. Reasons for buying The problems that are commonly encountered by the Cherry Mobile users are the short lifespan of its battery and ability of the unit to have signal. Problems and
Concerns Demographic Profile
of the respondents The proponents of this marketing research concluded that the respondents are satisfied as to the promotional activities, place and sales force of Cherry Mobile. However, satisfaction level is only fair when it comes to its core product due to the inferior quality of the product as a whole where units of the respondents would easily be drained, no signal at times and malfunctions of the operating system. Truly, the quality of the product would really depend upon its price. That those affordable products are usually of inferior quality and expensive products are of quality.
Schrijf in tweetallen een briefing (met terugwerkende kracht) voor één van de volgende commercials.

Schrijf een briefing met de volgende onderdelen:
Strategie en huidige positionering
Beschrijving van de doelgroep,
Communicatiedoelstelling(en),
De propositie
Stijl, richtlijnen voor vormgeving
Voorkeur voor communicatieinstrumenten en media
Globaal budget
Tijdsplanning Werkcollege (opdracht 10%) Even een terugblik op vorige week:
- Verschil tussen Corporate- en strategische marketing
- Onderzoek naar Product, Consument, Concurrent By the year 2008, new player in the telecommunication industry came in. It bears the Cherry Mobile brand name and play along with the other big players in the market. According to Cherry Mobile, they provide products to the market at affordable prices. They design their products in accordance to different age brackets and match different lifestyles. Objectives: The proponents of this marketing research are interested in assessing the level of satisfaction of Cherry Mobile users who are students of University of the Immaculate Conception annex campus. More specifically, this marketing research aims to answer the following questions:

1.To determine the demographic profile of the respondents according to:

a.Age
b.Gender

2.To assess satisfaction level of Cherry Mobile users as to its:

a.Core product
b.Promotion
c.Place
d.People

3.To know their reasons why they buy Cherry Mobile unit.

4.To determine problems and concerns encountered when using Cherry Mobile unit. The proponents of this study are interested in assessing the satisfaction level of Cherry Mobile users. They aimed to answer the following questions:
1.To determine the demographic profile of the respondents according to:
a.Ageb.Gender
2.To assess satisfaction level of Cherry Mobile users as to its:
a.Core product
b.Promotion
c.Place
d.People
3.To know their reasons why they buy Cherry Mobile unit.
4.To determine problems and concerns encountered when using Cherry Mobile unit.

A survey-questionnaire was used in gathering data for the research. There are 44 respondents involved in the research. A purposive sampling technique was used in conducting the study. The questionnaires were personally administered by the researchers. These were immediately retrieved after the respondents had finished answering them. All data were tabulated by the researchers and were able to find answers to the said questions above. These are as follows: Conclusion Recommendation We, the proponents propose the following recommendations:
•To the Cherry Mobile Company, that they should improve the overall quality of their products by keeping on upgrading the system in order to satisfy the users.
•To the users or people, that they should be wise in selecting and procuring their own cellular phones in order for them to get benefit from the product. The University of the Immaculate Conception college department is divided into two campuses. The main campus situated at Fr. Selga St., Davao City and annex campus at Bonifacio St., Davao City. It is in the annex campus where the study is conducted by the proponents of the study. Programs offered in this campus are Accountancy and Business Administration, Education, Engineering and Liberal Arts. Sample Size In conducting the research, the proponents have tabulated 44 respondents for the study because only few of the students in the school is using the brand. A survey questionnaire was used by the proponents in gathering data for the marketing research. The questionnaire is formulated in two forms which are the likert 4 point scale and an open – ended question. In answering the likert 4 point scale, the respondents are guided according to:
4-Very Satisfactory
3-Satisfactory
2-Fair
1-Unsatisfactory The researchers used the percentage and mean to determine and describe the general findings of the marketing research. The formula to get the mean of the responses of the respondents is:

x ̅ = (∑▒x)/N

Where x ̅ = Mean

∑▒x = Summation of responses

N = Total number of responses Somehow, the respondents found out the disadvantages of using the Cherry Mobile product. One of those disadvantages that are commonly experienced by them is its battery life wherein Cherry Mobile units won’t last for a day before it gets drained. Second problem that is common also is its ability to have a signal. Other problems encountered are the following: functionality of the unit (it includes the LCD and Camera solution), unfriendly to its users and disposability of the unit. The proponents of the research concluded that the Cherry Mobile unit is budget friendly but low in quality or ineffective. This conforms to the saying that the quality of the product depends upon its price. group 6
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