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Advertsing Plan for Sonim Technologies Project Presentation

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Stephen Giusti
Stephen Giusti

This is a PowerPoint presentation of an advertising plan that me and three of my classmates made for our Advertising Theory and Practice class. It focuses on reachable goals and the tactics and strategies to reach them for Sonim Technologies XP1 and XP3 cell phones.

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SONIM 08/19/09 Group Composition: Stephen Brad Jacob Astrid
SCRATCH RESISTANT DISPLAY WATER RESISTANT FROM ANY ANGLE IP 54 CERTIFIED MIL 810F CERTIFIED DUSTPROOF DURABLE KEYPAD HEATRESISTANT UP TO+ 60 C WATER RESISTANT BLUETOOTH 1.2 Product ¨C Sonim XP1
Advertising Objective Problem Primary focus on function and features http://www.youtube.com/watch?v=T_ReG7YhRNo Objective Through integrated brand promotion we strive to amplify Sonim¡¯s brand awareness and thereby increase sales by 40% during 2009 08/19/09
In 2007 82.4% of American¡¯s had a cell phone American favor cell phones over land lines American teenagers view cell phones as vital to their identity Current Situation 08/19/09 http://www.switched.com/2007/11/14/82-of-americans-own-cell-phones/ http://www.msnbc.msn.com/id/23486819/ http://news.cnet.com/8301-1035_3-10041377-94.html
Population 303.8 million Growth rate (est. 2008) 0.88% / 1.16% Male 150 million Female 153 million 225 million cell phone owners Literacy rate of 99% Language: English 82%, Spanish 11%, others 7% Geographic Distribution: 38% Atlantic Coast (East), 16% Pacific Coast (West) 12% Gulf of Mexico (South) Market Information ¨C USA Demographics 08/19/09
Market Potential 08/19/09
Current Situation - SWOT Internal Strengths: Superior features Extended warranty Weaknesses: Small company vs. mobile conglomerates Limited brand awareness External Opportunities: No direct competitors focus on B2B Threats: Technological development Big companies might pick up the idea 08/19/09
Consumer Segment Extreme/Outdoor sports 08/19/09 The Target Audience Business Segment Construction Industry ¨C 7.7 Million jobs Truck Transportation and Warehousing ¨C 2.1 Million jobs Military (active personnel) ¨C 1.4 Million jobs Agriculture - 2.2 Million jobs - one of the largest industries in the US Source: US Bureau of Labor Statistics http://www.bls.gov
Sony Ericsson C702 Strengths Email/music capabilities 3.0 MP camera Design Weaknesses No Push-to-talk capability No Military Specifications Relatively poor battery life Assisted GPS needs to track data usage 08/19/09
Samsung phone(SGH-M110) Strengths Email/music capabilities Weaknesses No Push-to-talk capability No Military Specifications No extended warranty (no in-store replacement) Smaller screen 1.52 inch 08/19/09
Feature comparison 08/19/09 Sony Ericsson C702 Samsung (Q4) Sonim XP1 Sonim XP3 Ruggedization Yes No Mil Spec Mil Spec Water proof IP57 IP54 IP54 IP57 Java support Yes Yes Yes Yes Bluetooth Yes (2.0) Yes(1.2) Yes(1.2) Yes(2.0) Camera 3.0 VGA No 1.3mp Picture/Video Yes No No Yes Email/Music Yes Yes No No Fixed Plan No No No No Extended Warranty No No Yes Yes PTT (Press to transmit) No No Yes Yes Assisted GPS Yes No No Yes Batt. cap. (mAh) 950 1000 1100 1850 Talk Time (hrs) 3.5 8 8 14 Stdby Time (hrs) 350 400 820 1100
Positioning of the Sonim XP1 Sonim¡¯s targets a specific micro niche market According to Sonim CEO/President, Bob Plaschke when asked whom they are targeting, ¡° people who work or play in extreme environments¡­very aggressive outdoorsmen¡± (Palenchar, Joseph. (2008, October 27). Sonim targets extreme-phone micro niche. TWICE: This Week in Consumer Electronics, 23, (22) 62. Retrieved Nov 29, 2008, from Academic Search Premier database.) Annie Seel, a Rally Car Racer, endorsed the Sonim XP1 by making it her and her team¡¯s official handset Sonim held a ¡°World¡¯s Toughest Phone Tour¡± People threw, kicked, shot phone Put in oven and freezer 08/19/09
Positioning of Positioning of the Sonim XP1 ¨C Interviews the Sonim XP1 Held 2 in depth interviews ¨C one with an extreme sportsman, and one with a Project Manager for local Northern California roofing company, Traditional Slate and Tile, Inc. Extreme sportsman has gone through 4 phones in last 3 years Project Manager¡¯s company has gone through over 20 phones in last 3 years Both thought durability of Sonim¡¯s phones was single best feature 08/19/09
Why Should You Believe This? Keypad buttons tested to 500,000 pushes Oversized buttons and antiglare screen, also scrach resistant Industry¡¯s 1 st submersible phone Withstand 100 3-meter drops on concrete 08/19/09
Tone and Feeling Affective feeling association Factual advertising appeal Real life individuals used to deliver the message 08/19/09

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Advertsing Plan for Sonim Technologies Project Presentation

  • 1. SONIM 08/19/09 Group Composition: Stephen Brad Jacob Astrid
  • 2. SCRATCH RESISTANT DISPLAY WATER RESISTANT FROM ANY ANGLE IP 54 CERTIFIED MIL 810F CERTIFIED DUSTPROOF DURABLE KEYPAD HEATRESISTANT UP TO+ 60 C WATER RESISTANT BLUETOOTH 1.2 Product ¨C Sonim XP1
  • 3. Advertising Objective Problem Primary focus on function and features http://www.youtube.com/watch?v=T_ReG7YhRNo Objective Through integrated brand promotion we strive to amplify Sonim¡¯s brand awareness and thereby increase sales by 40% during 2009 08/19/09
  • 4. In 2007 82.4% of American¡¯s had a cell phone American favor cell phones over land lines American teenagers view cell phones as vital to their identity Current Situation 08/19/09 http://www.switched.com/2007/11/14/82-of-americans-own-cell-phones/ http://www.msnbc.msn.com/id/23486819/ http://news.cnet.com/8301-1035_3-10041377-94.html
  • 5. Population 303.8 million Growth rate (est. 2008) 0.88% / 1.16% Male 150 million Female 153 million 225 million cell phone owners Literacy rate of 99% Language: English 82%, Spanish 11%, others 7% Geographic Distribution: 38% Atlantic Coast (East), 16% Pacific Coast (West) 12% Gulf of Mexico (South) Market Information ¨C USA Demographics 08/19/09
  • 7. Current Situation - SWOT Internal Strengths: Superior features Extended warranty Weaknesses: Small company vs. mobile conglomerates Limited brand awareness External Opportunities: No direct competitors focus on B2B Threats: Technological development Big companies might pick up the idea 08/19/09
  • 8. Consumer Segment Extreme/Outdoor sports 08/19/09 The Target Audience Business Segment Construction Industry ¨C 7.7 Million jobs Truck Transportation and Warehousing ¨C 2.1 Million jobs Military (active personnel) ¨C 1.4 Million jobs Agriculture - 2.2 Million jobs - one of the largest industries in the US Source: US Bureau of Labor Statistics http://www.bls.gov
  • 9. Sony Ericsson C702 Strengths Email/music capabilities 3.0 MP camera Design Weaknesses No Push-to-talk capability No Military Specifications Relatively poor battery life Assisted GPS needs to track data usage 08/19/09
  • 10. Samsung phone(SGH-M110) Strengths Email/music capabilities Weaknesses No Push-to-talk capability No Military Specifications No extended warranty (no in-store replacement) Smaller screen 1.52 inch 08/19/09
  • 11. Feature comparison 08/19/09 Sony Ericsson C702 Samsung (Q4) Sonim XP1 Sonim XP3 Ruggedization Yes No Mil Spec Mil Spec Water proof IP57 IP54 IP54 IP57 Java support Yes Yes Yes Yes Bluetooth Yes (2.0) Yes(1.2) Yes(1.2) Yes(2.0) Camera 3.0 VGA No 1.3mp Picture/Video Yes No No Yes Email/Music Yes Yes No No Fixed Plan No No No No Extended Warranty No No Yes Yes PTT (Press to transmit) No No Yes Yes Assisted GPS Yes No No Yes Batt. cap. (mAh) 950 1000 1100 1850 Talk Time (hrs) 3.5 8 8 14 Stdby Time (hrs) 350 400 820 1100
  • 12. Positioning of the Sonim XP1 Sonim¡¯s targets a specific micro niche market According to Sonim CEO/President, Bob Plaschke when asked whom they are targeting, ¡° people who work or play in extreme environments¡­very aggressive outdoorsmen¡± (Palenchar, Joseph. (2008, October 27). Sonim targets extreme-phone micro niche. TWICE: This Week in Consumer Electronics, 23, (22) 62. Retrieved Nov 29, 2008, from Academic Search Premier database.) Annie Seel, a Rally Car Racer, endorsed the Sonim XP1 by making it her and her team¡¯s official handset Sonim held a ¡°World¡¯s Toughest Phone Tour¡± People threw, kicked, shot phone Put in oven and freezer 08/19/09
  • 13. Positioning of Positioning of the Sonim XP1 ¨C Interviews the Sonim XP1 Held 2 in depth interviews ¨C one with an extreme sportsman, and one with a Project Manager for local Northern California roofing company, Traditional Slate and Tile, Inc. Extreme sportsman has gone through 4 phones in last 3 years Project Manager¡¯s company has gone through over 20 phones in last 3 years Both thought durability of Sonim¡¯s phones was single best feature 08/19/09
  • 14. Why Should You Believe This? Keypad buttons tested to 500,000 pushes Oversized buttons and antiglare screen, also scrach resistant Industry¡¯s 1 st submersible phone Withstand 100 3-meter drops on concrete 08/19/09
  • 15. Tone and Feeling Affective feeling association Factual advertising appeal Real life individuals used to deliver the message 08/19/09