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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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04/08/23 1
SONIM
Group Composition:
StephenBradJacobAstrid
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 – 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
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• 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
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
Current Situation
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• 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)
Age distribution in the U.S.
Age 0-1420%
Age 15-6467%
Age 65 and older13%
Market Information – USA Demographics
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Market Potential
Current Situation - SWOT
Internal Strengths:• Superior features• Extended warranty
Weaknesses:• Small company vs. mobile
conglomerates• Limited brand awareness
ExternalOpportunities: • No direct competitors focus
on B2B
Threats:• Technological development• Big companies might pick
up the idea
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Consumer Segment
• Extreme/Outdoor sports
The Target Audience
Business Segment
• Construction Industry – 7.7 Million jobs
• Truck Transportation and Warehousing – 2.1 Million jobs
• Military (active personnel) – 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
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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
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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
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Feature comparison
Sony Ericsson C702
Samsung (Q4)
SonimXP1
SonimXP3
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
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Positioning of Positioning of the Sonim XP1 – Interviews the Sonim XP1
• Held 2 in depth interviews – 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
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Why Should You Believe This?
• Keypad buttons tested to 500,000 pushes
• Oversized buttons and antiglare screen, also scrach resistant
• Industry’s 1st submersible phone
• Withstand 100 3-meter drops on concrete
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Tone and Feeling
• Affective feeling association
• Factual advertising appeal
• Real life individuals used to deliver the message
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