Yihong (Dion) Leow - Marketing Portfolio

MARKETINGPORTFOLIOYihong(Dion)Leow

MARCH1,2016

LionsGateEntertainmentTheatricalPromotion2016Project:FacebookCrossPromotionInitiativeProjectPurpose:LeveragesocialfollowersofpastfilmreleasestobroadensocialmediaimpressionsRole:CreativeWritingandContentManufacturing

TylenolSummerDigitalMediaCampaign2015Project:WeChatHTML5InteractiveAdvertisementProjectPurpose:TofulfillamarketgapthatadultswerecatchingcoldsandfeverseveninthesummerRole:AidedinCreativeDirection,MusicSelection,DesignEdits,andEnglishTranslation

MotrinSummer2015PublicRelationsEventProject:ProductManualProjectPurpose:ToinformtargetaudiencetheneedforsafemedicationRole:ContentCreation,AidedinCreativeDirection,EnglishTranslation,andDesignEdits

 Top professionals serve the top clients at KPMG 

We are committed to bringing you excellent, first class service 

   Recruiting the Best Professionals Growing alongside our clients  KPMG is the best. KPMG is the best. KPMG KPMG is a family.KPMG is a

is the best. KPMG is the best. KPMG is the family.KPMG is a family.KPMG is

KPMG is the best. KPMG is the best. a family.KPMG is a family.KPMG

KPMG is the best. KPMG is the best. is a family. KPMG is a family.

  High Performance Oriented          Global Vision and Innovation  KPMG performs exceptionally. KPMG KPMG is global. KPMG is global.

performs exceptionally. KPMG performs KPMG is global. KPMG is global.

exceptionally. KPMG performs exceptionally. KPMG is global. KPMG is global.

KPMG performs exceptionally. KPMG is global. KPMG is global.

With a commitment to providing world-class services, we strive to help you excel.

For information, please visit www.kpmg.com/excellence -- enter code KP1

Or call 1800-GO-KPMG1 

KPMGMarketingStrategyProjectProjectPurpose:DesignamarketingstrategyforKPMGtogainmoreclientsandemployeeapplicants. Createdummyadvertisement.Aimatbothpotentialclientsandemployees.MarketResearchResults:Received55responsesinaperiodofoneweek.ResultsandconclusionswereintroducedintotheMarketingPlan.

DummyAd

SAMPLEMARKETRESEARCHQUESTIONS

MARKETINGPLANOUTLINE

CompanyPurpose:KPMGwasfoundedin1987toprovidethreecoreservicestoawidearrayofprofessionalclients:auditing,tax,andadvisory.Ithasdevelopedtobeaglobalbrandspecializinginprovidingsaidservicestoitspeople,itsclients,andthecapitalmarkets.

TheNeed:Therisingimportanceoftransparencyamongcompaniesasweenterthedigitalageputspressureonfirmstoprovidereliableandaccuratestatisticsoftheirfinancialbackgroundstotheirshareholders.Theidealwaytodothisistohireobjectivethirdpartyaccountantsandauditorstodoublechecktheirfinancialstatementsonaregularbasistoensureshareholdersandcustomersthattheyareafinanciallysoundinvestment.

Mission:KPMGseekstogatherknowledgethroughanalyzingfinancialinformationonindustriesandbusinesstrendsandturningitintovalueforclientsandcapitalmarkets.Throughhiringthenation’stopaccountantsandauditors,KPMGservesitsclientsbyprovidingaccuratefinancialanalysisoffirmsandadvisingappropriateactionsthattheirclientscouldtakewiththeinformationtheygive.Thiswouldhelpshareholders,investors,andmanagementsintheiruseofthefinancialstatements.

MarketPotential:TheultimatemarketforKPMGisthecurrenttotalmarketforauditing,consulting,andfinancialadvising.JustbycalculatingthetotalrevenuesoftheBig4intheUnitedStatesin2013,thisamountcomestogethertobemorethanUS$25billion,whichisagoodindicatorofKPMG’smarketpotentialinthecountry.

Competition:KPMGiscurrentlyinclosecompetitionwiththreeotherbigauditingfirms:Deloitte,PwC,andEY.However,althoughitscompetitorsareseeminglymorespecializedintheauditingsectors,KPMGdistinguishesitselffromitscompetitorsbyprovidingawiderarrayofservicesincludingconsultingservices.

ExpectedPenetration:KPMGcurrentlyholds15.29%oftheBig4’ssalesandisgrowingatanaveragerateof7%.Basedonthecompetition,themarketpotential,andanaveragemarketgrowthrateof8%,KPMGshouldaimtohold17%ofthemarketoverthenext5years,

increasingitsannualrevenuestoapproximatelyUS$10billionin2019.ThiswouldrequireKPMGtohavearevenuegrowthrateofapproximately10%eachyear.

MarketingStrategies:Inordertoachievetheexpectedpenetration,KPMGwillemploythefollowingstrategies:

CorporateImage:KPMGwillcontinuetoprovideitsexcellentservices.Additionally,KPMGshouldmakeuseoftheword-of-mouthpyramidtospreadpositivenewsaboutitselftothepublictogainmorepublicity.KPMGshouldalsointegratethecomplimentsofitsclientsintoarticlesandpressreleasesandsendthemtothemedia.

Position:Markettargets(lock):Firmsinneedofauditing,consulting,andfinancialadvisoryservices.Productimage(key):KPMGprovidesauditing,consulting,andfinancialadvisoryservicesandshouldhighlightitsemphasisondigitalforensicsandcybersecurity.Statistically,morepeoplerelateKPMGtoitsauditingandfinancialadvisingservices.Thiscouldhurtthecompany’sconsultingrevenues.WeadvisethatKPMGimplementaseparationstrategyforitsconsultingservices.KPMGwillkeepits

auditingservicesunderthesamename,butcreateaseparatebrandforitsconsultingservices.

Productline:TaxServices,AuditingServices,ConsultingServices,FinancialAdvisory

Price:BecauseKPMGholdsthe4thhighestmarketshareoftheauditingandtaxindustries,theyhavestrongcompetitionwithDeloitte,PwC,andEY.Becauseofthis,theycanimplementaGrossProfitTargetpricingstrategy,whichmeansthattheywouldapplytheirdesiredgrossprofitmarginanddeterminearatetosetfortheirservices.

However,KPMGisranked11intermsofconsultingservices.Becauseitdoesn’thaveasstrongapositionintheconsultingdivisionasitdoesinitsauditingandtaxservices,itshouldimplementaFollowtheLeaderpricingstrategyifitdoesdecidetogothroughwiththeseparationstrategy.

Distribution:BecausethisisKPMGUS,thecompanyshouldplacefocusontheUnitedStates.KPMGhasauniquePositionofhavingtop-notchdigitalforensicsandcybersecuritywithitsservices,whichfitsthedemographicoftheUnitedStateshavingtheworld’smostproblemswithInternethackingandtechnologicalinfiltration.

Promotion:RecommendedMediaMix

Firm %TV %Print %Online %Radio

KPMG 5% 50% 45% 0%

Accordingtoourstatistics,peopleprefertolearnaboutrecruitinginformationviacareerfairs,one-on-oneapproaches,andsocialmedia,inparticular,Facebook.Totakethatfeedbackintoaccount,weproposethatKPMGinvestmoreadvertisingintosocialmediaplatforms.TheyshouldspendmoremoneyimprovingontheirFacebookpageandcreateawarenessoftheircollegerecruitingprocessthroughFacebookevents.TheymightevenwanttoconsiderhiringmoreCommunicationsmajorsfortheirPublicRelationsteamtoaidtheirstrategyatpromotingtheircompany.

KPMGshouldalsoinvestmoremoneyintopaidtargetedadvertisementsonFacebookbecauseittargetsspecificpeoplethroughtheirprofessionalandacademicinterests.

KPMGshouldalsosetupmorecompanyboothsaroundcollegecampusestogeneratepublicityandawarenessoftheircompany.TheyshouldnotonlytargetspecificschoolslikeViterbiandMarshallalthoughthatistheirdemographicforrecruits.TheyshouldhaverecruitingboothsonotherpartsofcampustorecruitCommunications,Economics,andevenMathmajors.

MarketInformationSystem:MIScouldbeimprovedbytrackingtheirbrandsentiment.KPMGshoulddothisbybeingmorepersonallyinvolvedoncampus.TheirrecruitersshouldbereadilyavailableforstudentsandbemoreproactiveinspreadingthenameofKPMGoncollegecampuses.KPMGshouldalsoconsiderconductingmoresurveysamongpotentialclientsandrecruits,aswellascurrentemployeesandclients,togathermoreinformationonhowtheycanimproveontheirservicesorwhattheirprospectsarelookingfor.

SalesForecast

Basedonthemarketpenetrationgoalsanditscurrentsalesrevenue,KPMGshouldexpecttoconstantly

increasetheirrevenuesbyaboutfromtheirvariouslinesofworkandeventuallyhold17%oftheBig4’srevenue,growingatarateof10%eachfiscalyear,andeventuallyearningapproximatelyUS$10billioninsalesin2019.

Future

AsKPMGestablishesitsdominanceintheAmericanconsultingmarket,theycantaketheirspecializationinriskandtechnologicalconsultingandbranchitoutintoglobalmarket,providingthesameexcellentservicestheyhavetotherestoftheworld.

USCSingaporeStudents’AssociationRole:SocialMediaAmbassadorandMarketingRepresentative

- Maintainpresenceonsocialmedia(mainlyFacebook)- Eventscreationandmaintenance- Marketresearchtobetterpositionsubsequentevents- Networkingwithmemberstoensurerepeatattendanceatfutureevents

NumberofExecutiveBoardMembers:7NumberofOrganizationMembers:250-300CurrentStudentsandAlumni

Event:WelcomeBacktoSchoolDimSumBrunchRole:EventCreatorandMaintenance,Promotion,Networking

- Gotfeedbackfromattendeesonwhatcouldbeimprovedatthenextevent- Retrievedcontactinformationfromeveryonetoensureassociationsremainsin

contactwiththemEstimatedAttendance:20-30RealAttendance:50-60

- UnprecedentedattendancefromotherAsianorganizations(HongKong,Taiwan,China,Malaysiaetc.)

Event:ChineseNewYearSSACollaborationwithUCLARole:EventCreatorandMaintenance,Promotion,Networking,LiaisonwithUCLASSA

- NetworkedwithassociationmembersfromotheruniversitiesaroundLosAngeles- Receivedfeedbackforimprovementsonfutureevents- Recruitedtransferstudentsaspotentialmembersoftheorganization

EstimatedAttendance(fromUSC):30-40RealAttendance(fromUSC):70-80