Market Research India - Mobile Value Added Services Market in India 2009
MOBILE PRODUCT ADDED VALUE gesammelten Treuepunkte.
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Transcript of MOBILE PRODUCT ADDED VALUE gesammelten Treuepunkte.
MOBILE PRODUCT ADDED VALUE
gesammelten Treuepunkte
MOBILE ADVERTISING
MOBILE DIENSTE
MOBILE INFORMATIONSDIENSTE
MOBILE ENTERTAINMENT
LOCATION BASED SERVICES
MORE MOBILE CAMPAIGNS
BEISPIEL - KREATIVE KAMPAGNE
VIRTUAL AUGMENTED REALITY
PROFESSIONELLE KAMPAGNENPLANUNG I
CAMPAIGN SCOPE OUT OF SCOPE
MARKETING MISSION STATEMENT
NEEDS IN ALIGNMENT WITH MARKETING STRATEGY
BENEFITS
ASSUMPTIONS CONSTRAINTS
TARGET GROUPS
BUDGET
… …MARKETING
IT
OTHER
… …
… …
Total[in T€]
2010[in T€]
OBJECTIVES
A
B C
D
E
F G
H
I
J
PROFESSIONELLE KAMPAGNENPLANUNG II
FebruaryJanuary May
Today
AprilMarch June
Planning/Campaign Management
Phase 3
Phase 2
Preparation Phase
Phase 1
Fol
low
up
Execution &ControllingExecution &Controlling
Execution &ControllingPlanning Follow up Phase
Execution &ControllingPlanning Follow up Phase
Planning &Progressive Elaboration
Planning &Progressive Elaboration
Up
date
m
eeti
ng11
Overview
Relevance
Key Findings / Relevance
Pointed Mobile StrategyMobile Boarding via 2D-Code via Email/ SMSMobile Services – Expanding Customer Solutions
More Information
Key Topics
Published in year
Company / Product
Industry
Roll Out Concept by Agency
Lufthansa
Travel
MindMatics
Location
April 2008
Deutschland
Target GroupCustomers TG 1, Business people, HON-Customers
Success of the Campaign
Offering Customer new Mobile Solutions Nominated for the „Made for Mobile Award 2008“7.000 Boardings per week(Expanding route system to 400 routes)
Stand Alone / Integrated Campaign
Additional Services
Technology, Function &Deliver
Mobile Portal: - Itinerary- Check In, - Bokking Flights- Miles and More Overview
Mobile Boardcard (Etix)
Download Goodies:- Ringtones, Wallpapers …
Webpage
Special-URL
www.lufthansa.de
Mobile.lufthansa.de
Further Information:article_mindmatics.pdflufthansa_mobile-services.pdf
Overview
Relevance
Key Findings / Relevance
Outdoor-Campaing; combined classic and mobileHuge interactive Poster Tractor sound via SMS
More Information
Key Topics
Published in year
Company / Product
Industry
Roll Out Concept by Agency
Mini (BMW)
Automotive
Mediaplus/Plan.Net
Location
Februar until March 2006
Germany (Berlin + Munich)
Target GroupJoung People, style oriented mobile people
Success of the Campaign1st Place Marketing Awards 2007 „Wake the bull“
Stand Alone / Integrated Campaign
Stand alloneInteractive Huge Poster
Technology, Function &Deliver
Activate a huge poster via sms
Send an SMS to a certain number. The sms activates the steam inside of the poster and the bull will be waked up.
Webpage
Special-URL
N.S.
Movie
Further Information: MINI_macht_Dampf.pdf
http://www.youtube.com/watch?v=W0UuzwS2z-8&p=D898D48EDCCFEA4E&playnext=1&index=29
AUSBLICK
Overview
Relevance
Key Findings / Relevance
Positive Linking between new Technology and H&MCreate brand awarenessIncentives
More Information
Key Topics
Published in year
Company / Product
Industry
Roll Out Concept by Agency
H&M
Consumer Products & Retail
YOC
Location
2004
Berlin – Store Opening
Target GroupYoungsters, 14-29 in the area of Berlin. 120.000 members of the yoc Community
Success of the Campaign
- Get people the the point of sale
- Mobile Couponing: 78% Response in 48 hours
- 2.000 Incentives in 4 Hours
Stand Alone / Integrated Campaign
Integrated Communication Campaign
Technology, Function &Deliver
Permission Marketing & Mobile Couponing
Use Push-SMS Technology to choosen TGoriented YOC Community. Youngster get sms and invite them to send a code to a number. Get a coupon and threat it in via a coupon reader Incentive.
Webpage
Special-URL
www.hm.com/de
N.S.
Further Information:H-und-M_MM.pdfhm-kampagne.wmv
Overview
Relevance
Key Findings / Relevance
Local Based Services – PubfinderInfotainment Pub QuizViral Marketing Picture forwarding / Upload Facebook
More Information
Key Topics
Published in year
Company / Product
Industry
Roll Out Concept by Agency
Guinness
Consumer Products & Retail
Marvellous
Location
2008 – St. Patricks day
United Kingdom
Target Group
18-40 year olds, familiar with mobile technology, relaxed about sophisticated digital interaction
Success of the Campaign
More than 30% of the 35,000+ unique users downloaded at least one of the Java applications 12% lift in brand favourability & 3% clickthrough rate
Stand Alone / Integrated Campaign
Integrated: destination site, accessed via calls to action in press, radio, online and mobile media
Technology, Function &Deliver
Apart from basic information about Guinness and its products, the site with applications (Image Gallery, Pub Quiz) including:
Pubfinder – this enables users to identify pubs via LBS, postcode or area look-up
Webpage
Special-URL
www.guinness.com
guinness.marvellous.mobi
Further Information: Guinnes_article.pdf