Props to my group members Dione Song, Colin Quek, Lisa Guo, and Rachel Wang.
Our task was to take an existing product, modify it, and introduce a marketing strategy to enter an international market. Our product was a deviation from TiVo --- WeVo. Interactive TV. and we entered the UK. 
It has all the features of an existing DVR, but incorporates interactive TV, which is a new technology that allows users to simultaneously watch the same shows from their separate TVs and interact with each other while doing so.
We target 18-24 year olds who are tech-savvy and enjoy socializing. Our marketing strategy is a two-stage campaign that focuses on 2 things: CHEAP. EFFECTIVE.
----> Buuuuzzzz marketing.
Stage 1: We selected 3 largest college campuses in London, LSE, UCL, and Martin. On the day prior to our product launch, we will put up billboards in each campus that creates a sense of mystery. It will say something like:
It has all the features of an existing DVR, but incorporates interactive TV, which is a new technology that allows users to simultaneously watch the same shows from their separate TVs and interact with each other while doing so.
We target 18-24 year olds who are tech-savvy and enjoy socializing. Our marketing strategy is a two-stage campaign that focuses on 2 things: CHEAP. EFFECTIVE.
----> Buuuuzzzz marketing.
Stage 1: We selected 3 largest college campuses in London, LSE, UCL, and Martin. On the day prior to our product launch, we will put up billboards in each campus that creates a sense of mystery. It will say something like:
We are hoping the students will create buzz around what's coming and that they will gather to find out on the day of.
On the day of the launch, we will drive in special WeVo trucks with huge LCD screens on the side. The TV screens will be playing either a popular TV show, a movie premier, or even the World Cup. This will attract attention and as students gather around in each campus around each truck, we will turn on the WeVo box. Immediately, the students will be able to see other students in other campuses watching the same show/movie/game, they will then see WeVo at work and we will hand out flyers that explain our product. Example:
Stage 2:
After the launch of our product, we will sustain a long-term marketing campaign consisting of 5 touch-points: social media, on-campus marketing, referral program, in-store experience, and set-up buzz.
Social Media: nothing new here. goal is to continue generating buzz and getting our name out there in the college community. Facebook fan pages, twitter, youtube, foursquare, etc.
On-campus Marketing: we will continue handing out flyers. However, our main highlight is to advertise using students' bikes' wheels. We will subsidize each student who is willing to put our brand on their wheels a month's free subscription for our service. Example:
Referral Program: Since our product essentially feeds off of network effects (more people = even more people), we want to encourage our subscribers to refer our service to their friends. For each friend that you refer that successfully signs up with us, you will receive a month's free subscription. There is no limit to how many friends, however they must sign up with us for the credit to enter your account.
In-Store Experience: We will partner with Currys, one of UK's largest electronic retailers. We will not only use them as retailers, but also as another touch-point to reach more customers. We will set up WeVo Zones in each Currys, where a TV with a WeVo box will be set up. There will be multiple WeVo Zones in different parts of the store, so when shoppers pass by to watch the TV, they can see other shoppers in another part of the shop and interact with them. We are essentially showing them how our product works in hopes of increasing their desire to purchase it.
Set-Up Buzz: Our marketing does not stop there. We are taking it to a final stretch by marketing ourselves through buzz marketing each time we do a set-up. How are we going to do this? Well, our setup team of young, attractive ladies called "WeVo Girls" will be personally helping you set up your cool WeVo box every time. These girls will make a big deal out of each set-up. Since our target market consists of college students who live in dormitories, the buzz around these attractive young ladies will then create interest in surrounding students.
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Pricing:
We priced our WeVo strategically. Each box+webcam will be 129.99 pounds. Subscription will consist of 3 options:
By month: 12 Pounds/month
1-3 Years: 10 Pounds/month
3+ Years: 8 Pounds/month
We want to encourage these college students to continue using our product even post-graduation. Also, since young people are not too good with paying bills, we want to lock them in to a longer-term contract so they pay the full sum at the beginning.
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Place:
WeVo could be purchased in 2 places: www.wevo.co.uk (fake) or in Currys.
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That concludes our simulation proposal. If you are a marketing professional and would like to voice your opinion, please feel free to direct all emails to nanananz[at]gmail[dot]com. I am always craving for more knowledge in this field!
That's all for now, gotta go back to studying for my finals x___x...
-nAnz*
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