Epson Campaign Media Planning for the SME Market

Campaign Media PlanningProjects:1 - A media campaign to support the launch of Epson AcuLaser CX37 laser printer2 - A media campaign to support a promotion on the range of Epson laser printers

Presented by

Samuel Chatelain4 January 2012

S.P. Chatelain © 2012

Epson background and overview“Exceed

your vision”

Epson develops, manufactures, sales/markets and services information-related

equipment including printers worldwide in 75 different companies

Founded in 1982 Evolving from Seiko (founded in 1942) – the world’s foremost watchmakers

Global mission Relentless pursuit of innovation whilst creating, producing and providing products

and services that emotionally engage customers worldwide

Key principles Committing to ethic, trust, honest dialogue and preserving the environment

Protecting people, assets, and information, prospering with the community

Vision 2050 Epson provides the highest level of service and support, to match the renowned

quality of its products and is recognised for its contribution to the environment.

Brand name Epson’ name was derived from the idea of the company being the offspring

(”SON”) of the EP-101, the world’s smallest electronic printer (EP)

Brand proposition Epson offers an extensive array of award-winning products at the forefront of

digital imaging technology for the consumer, business and government worldwide

Epson categories • Imaging products: Printers and Micro Piezo technology; Projectors and 3LCD

technology; European, American and Russian Point of sales• Electronic devices and other components (e.g. quartz devices/gyrosensor)

• Precision products: factory automation and robots (U.S.A.)

Printing Product

Strategy

1. Delivering powerful yet easy-to-use printers that delight global customers

2. Leveraging Epson's core Micro Piezo technology

3. Serving the home and business markets with innovative business models

4. Capturing business in the commercial and industrial digital printing sectors

5. Developing products that meet the needs of customers in emerging economiesS.P. Chatelain © 2012

Epson brand identity and extensionBrand identity

Personality Innovator Precision

Watchmaker

Culture Leading

digital Imaging

technologySelf-imagePreserving Protecting Prospering

Physical Powerful

yet easy-to-use printers

Ethic, trust, honest

dialogue

Relationship

Reflection high-quality

precision

delight

Brand extension & revitalisation

P r o d u c t / S e r v i c e

E x i s t i n g N e w

Ma

rk

et

Ex

ist

ing Market penetration

Launch of a

new B2B

Laser Printer

Product development

B2B Solution

Partnerships

POS

Ne

w

Market development

B2B Laser

Printer range

Diversification

Electronic devices

Precision products

Projectors


Consultation of Epson local teamsWhich parts of the marketing mix would Epson Europe be the most reluctant to change for a local country?

Resist to change with dominant role at headquarter

• Brand name and logo

• Product specifications

• Product positioning and strategy

• Packaging (surface design)

Readily change with dominant role to local teams

• Pricing• Advertising execution• Public relations program• Packaging sizes• Budget allocation to

ad/promo/PR• Types of distribution outlets• Trade promotion programs• Specific media choice• Media strategy• Consumer promotion

programs

Advertising strategy readily changes yet it is shared between local teams and headquarters


What's going on in the market?Anything happening on the buyers’ side?

There are two campaigns running jointly and targeting distinct audiences of SMEs or small businesses in 13 countries and one region.

There are respectively aimed to support the launch of the new Epson AcuLaserCX37 and a promotion on the range.


SME Printer Market Attractiveness & Growth Potential

All inkjet and laser printer market growth Q3 2011 SME market size in 18 countries

Ce

ntr

al a

nd

Eas

tern

Eu

rop

e

Sou

the

rn E

uro

pe

Spai

n

Euro

pe

EMEA

Fran

ce

Ge

rman

y

No

rth

ern

Eu

rop

e

Mid

dle

Eas

t

UK

Afr

ica

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Markets

% G

row

th

0 10,000,000 20,000,000

Germany

UK

France

Netherlands

Nordics

Italy

Spain and Portugal

Czech

Hungary

Poland

Saudi Arabia and UAE

South Africa

Employees

Enterprises


Epson’s market shares2009 EMEA Printer Market Share

between major players

Epson share of the SME marketswith medium/average printer density

0.000%

0.005%

0.010%

0.015%

0.020%

0.025%

0.030%

HP41%

Canon17%

Epson15%

Samsung Electronics

7%

Brother7%

Others13%


What are the SME buyers’ needs, attitudes, values, emotions and behaviour?


Initial and final touch points with IT, procurement, finance, operations and managing directors.

Intermediate phase with IT, procurement and finance directors only.

Target audience identificationWho are we talking to?

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

12.00 8.00 2.80

Printer density - medium Printer density - medium Printer density - average

Medium-sized enterprises (51-250 employees)

Small enterprises (11-50 employees)

Micro enterprises (< 10 employees)

Germany

UK

France

Netherlands

Nodics/Scandinavians

Italy

Spain

Portugal

Central and Eastern Europe

Saudi Arabia and UAE

South Africa

0102030405060708090

100

male

female

15-29

30+

Males/females age 15-29 and 31+ across a number of industry sectors

Number of printers by type of enterprises (macro, small or medium-sized)


Target Audience:

SMEs of 11-50 employees in

vertical sectors targets and 13

countries and 1 region?

Femi/Hipow/Uncavo/IndivFrance• Consensus and modesty is important in decision-making

• More verbally oriented, press important, formal & polite

• Use we instead of I, protect; equality/solidarity

Hipow/Uncavo/Indiv/MascuItaly• Wish to stand out to convey status of a powerful person

• More verbally oriented, heavy reader, formal & polite

• Very verbal, hurried, do not speak without been asked

Lopow/Uncavo/Indiv/MascuGermany• Do not decide alone but consult others

• More verbally oriented, heavy reader,, formal & polite

• Talk back to anybody; individual, codetermination, right

Femi/Lopow/Uncavo/CollecFinland• Consensus and modesty is important in decision-making

• More visually oriented, heavy reader, formal & polite

• Use we instead of I, protect, work/life balance

Unctol/Lopow/Femi/Collec/LotorPoland• Informal decision-making in consulting others

• More visually oriented, heavy reader, lazy hard working

• Judge in pragmatic, not moral, terms, specialisation, plan

Femi-Unctol/Collec/LopowCZ & HU• Informal decision-making and consensus

• More visually oriented, heavy reader, lazy is good

• Judge in pragmatic, not moral, terms, specialisation

Unctol/Lopow/Shotor/Indiv/NascuBritain• Informal decision-making towards making quick wins

• More verbally oriented, heavy reader, mutual advantage

• Judge in pragmatic, not moral, terms; freedom, experts

Femi/Unctol-Lopow/Indiv/LotorNL & SE• Consensus and modesty is important in decision-making

• More verbally oriented, heavy reader, predictable plans

• Use we instead of I, protect; freedom, life balanced

Femi-Lopow-Unctol/IndivNordics• Informal decision-making in consulting others compatible

with their self-concepts, mutual advantages

• More verbally oriented, heavy reader; freedom, experts

Unctol/Lopow/Collec/MascuSouth Africa

• Informal decision-making, being lazy feels good

• More visually oriented, heavy reader

• Judge in pragmatic, not moral, terms

Unctol-Collec/Mascu/HipowSA & UAE

• If a person makes a decision he will make it in consensus with peer group in an informal manner, moral terms, lazy is good

• More visually oriented, press important, family

Femi/Collec-Hipow/UncavoIberia

• Consensus and modesty is important in decision-making

• More visually oriented, press important, family

• Use we instead of I, protect, solidarity, moral terms

Cultural relevance to Epson marketsValues of national cultures are stable: similarities in buyer needs


What are the campaigns’ objectives? the purpose of the adverts?

1. Scan a QR code (or key a URL link)

2. Access a micro site 3. Purchase the newly launched

Epson AcuLaser CX37 laser printer or any other printers within the range.

4. Take advantage of the offers and discounts

5. Don’t already own a smart phone (to scan QR code) enter a competition to win one.

6. Receive the highest level of service and support

7. Experience the renowned quality of Epson products.


Offers and Promotional DiscountsLikibility & perceived competitive uniqueness

10 day offers for the launch of the new laser printer range

• Free upgrade to a 3rd tray on Epson AcuLaser CX37 (10% size discount)

• Free worldwide delivery at invoiced address (9% on freight)

• Free ink cartridge refill when they by one (by one get one free)

• 35% promotional discount to use the QR code offer within 10 days

• or Enter a competition to win a smart phone (e.g. iPhone with its iEpson app) with no obligation to buy if use URL link instead

Promotion discounts on the range of Epson Laser printers

• 15% competitive discount for replacing existing laser printer from other manufacturers (e.g. Xerox Phaser, Samsung, Kyocera, Brother, Canon i-SENSYS, Lexmark)

• 10% payment discount for payments received within 15 days

• 30% volume discount for the purchase of 6 or more printers

• Free membership to Epson Solutions Partnership programme for two years


What are the emotional reasons to believe and buy?

• It's free, from Epson - your trusted printing partner

• Get a your offers and discounts now – don’t miss out

• Backed with parts and labour warranties.

• It has earned enthusiastic reviews from real business users. (See quotes.)

• It takes just seconds to select from a range of powerful yet easy-to-use laser printers.


The agreed creative propositioncommunication and persuasion, not just recall

Market

Brand

Buyer

.Market• Few brands in this category are recognised that

their products are designed for businesses

.Brand• Epson delivers printers that ought to delight

global business buyers with forefront technology and business partnership solutions

.Buyer• SMEs


Campaign visuals


Campaign exposure managementBuild campaign reach/frequency across country and media type

Campaign Cost*

(£m)

Rating

(GRP)

Coverage

(%)

OTS

(x)

Burst

(wks)Buying phases

Recipients

Weighting/Timing

1s 2n 3r W1 W2 W3 W4 W5

Launch 1.5 630 70 9 5 5 3 5 30 12 18 10 30

Support 0.5 210 35 6 5 5 3 5 35 10 21 5 29

Issues High frequency Erratic Weighting/Timing

Marketing Launch and Market Share Buyers’ behaviour

Message Multiple messages Image

Media plan Number of media Editorial atmosphere

Reasons for media mix selection and scheduling


PR support for the Epson campaign

“Buy an Epson laser printer because of its

high-quality precision”

“Buy an Epson laser printer because it is

faster than a motor sport or your existing printer”

“Buy an Epson printer because we pride

ourselves in preserving the environment”

Press meetings for Epson spokespeople

Media relations to provide placed articles and commentary

Feb March May


Media infrastructure and influenceChoosing media and attempting to generate synergistic effects

(e.g. richness, social and utility issues)Online, offline and mobile media infrastructure per country

Influence of information sources over the 3 stage of the purchase process

0

100

200

300

400

500

600

Mobile '00

Offline '000

Online '0

Towards a leaner medium

Towards a richer medium



Major issues facing SMEs:

• Lack of funds• Poor access to credit• Late payments• Access to skilled staff• Lack of technology• Lack of materials


Why embrace Social Media now?

1. The new PR 2. Produce very high

conversion on leads3. Important SEO tool 4. Customers expect

organisations to be social

5. Significant marketing data and consumer feedback

Employees Customers

Rev

en

ue

Sid

e

• Ideation wikis• Social CRM• Insight

generation from Social Media

• Social Marketing through Blogs, Facebook, Twitter, etc.

• Crowd-source communities

• Customer engagement communities

Co

stSi

de

• Knowledge Management Communities

• Function Wikis

• Employee suggestion brainstorms

• Listening and monitoring programmes

• Customer outreach through social media

• Customer service support communities



Social media as the newer PR

Life stage research on Buyer’s perceptions for new media

(e.g. twitter, Facebook, LinkedIn, online video, podcast, webinars)



(RAPP simulation adapted)

(RAPP simulation adapted)

Performance measurement: balanced scorecard

Key strategic issues1.Daily management of personnel

2.Develop individual marketing plans/budgets to achieve targets

3.Monitor activities throughout the team (setting of regular targets)

4.Provide feedback on performance to management team

5.Implement efficient systems across the board

Financial CustomerGoals Measures Goals Measures

Survive

Succeed

Prosper

Cash flow

Credit rating

Revenue growth

Repeat business

Brand image

Satisfaction

Retention

Competitor's user

switching

Customer

experience ratings

Ink-refills and

equipment

upgrade

Internal Business Innovation & learningGoals Measures Goals Measures

Excellence

Alliances

Quality of service

and delivery

Quality of

strategic

partnerships with

SMEs

Learning curve

Training

Improvement

Time to excellence

360 appraisals

Time to market


Thank you for listening

To sum-up an operational framework:

Q&A
