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Laurel Schwaebe
Kunpot Suriwong
Wenwen Cao
Kraiwut Nuchpramool
Stephen Ward
Overview
Customer
Analysis
Objectives Strategies Implementation
Company Overview
LINE Corporation is a Korean company that...
U.S. Market Overview
Overview
Customer
Analysis
Objectives Strategies Implementation
0
50
100
150
200
250
300
350
400
450
...
Segmentation
Overview
Customer
Analysis
Objectives Strategies Implementation
5%
13%
16%
18%
24%
11%
13%
Prodigies
Tribals
...
Target Market Characteristics
- Male and female
- Ages of 13 to 32.
- Tech savvy, interested in cultural icons such as mus...
Consumer Decision Process
Customer
Analysis
Objectives Strategies Implementation
Compare features of each application by l...
Customer Analysis (CBBS)
Customer
Analysis
Objectives Strategies Implementation
• Consumers pay less attention to informat...
Customer Analysis (CBBS)
Customer
Analysis
Objectives Strategies Implementation
• Consumers download the application from ...
Laddering Technique
Social media, Free call, chat, game, camera, stickers, voicemail
Privacy, trendy, communication, conne...
Marketing Objectives
To increase customers base from 10 million users to 20 million
over the next year.
Become a top 20 ap...
Strategies (CBBS)
Each tool will apply both central and peripheral route to get
consumers to think of LINE
• Katy Perry an...
Strategies (CBBS)
Download free of charge.
• Create a special edition stickers for new users.
• Use Online celebrities to ...
Strategies (CBBS&CDP)
Overview
Customer
Analysis
Objectives Strategies Implementation
Problem
Recognition
Information
Sear...
MECCAS Model
Laddering Research
Driving Force
Digital Communication = close
friendship and entertained lifestyle
Leverage ...
Implementation IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Online
Advertisement
Official
Account
S...
IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Celebrity Endorsement : Katy Perry
Objective
- Create ...
IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Advertisement on Youtube and Hulu
Objective
- Exposure...
Implementation
Overview
Customer
Analysis
Objectives Strategies Implementation
Outdoor (Billboard in Time Square)
Objectiv...
IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Event Marketing (Contest)
Objective
- To get consumers...
IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Event Marketing (LINE X Katy Perry Concert)
Objective
...
IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Public Relation (Website)
Objective
- Exposure
- Get a...
IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Public Relation (Online celebrities and bloggers)
Obje...
IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Sticker Limited Edition
Objective
- To influence decis...
IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Official account
Objective
- Communication channel
- E...
Overview
Customer
Analysis
Objectives Strategies Implementation
Evaluation : LINE More, Be Closer
Brand
Awareness
Brand
As...
Q&A
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App LINE Marketing Plan

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Marketing Plan- Create brand awareness for App LINE

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App LINE Marketing Plan

  1. 1. Laurel Schwaebe Kunpot Suriwong Wenwen Cao Kraiwut Nuchpramool Stephen Ward
  2. 2. Overview Customer Analysis Objectives Strategies Implementation Company Overview LINE Corporation is a Korean company that expanded quickly in Japan, Thailand, Malaysia, Philippines. Product LINE, LINE Game, LINE Camera, LINE Brush, LINE Tools, LINE Card, LINE Card, and LINE Band. LINE’s core product is LINE app that allows customers to chat, call, VDO call, and send stickers without charge.
  3. 3. U.S. Market Overview Overview Customer Analysis Objectives Strategies Implementation 0 50 100 150 200 250 300 350 400 450 500 10 50 50 500 Users (Millions) User (Millions)
  4. 4. Segmentation Overview Customer Analysis Objectives Strategies Implementation 5% 13% 16% 18% 24% 11% 13% Prodigies Tribals Personals Pragmatists Browsers Occasionals Talkers Prodigies prodigies are constantly connected and the first to adopt new technology. Tribals hyper connected, are heavily influenced by and strong influencers of others through social media. Personals mobile savvy consumers who prefer direct messaging over social media. Pragmatists pragmatists use their phones primarily to stay on top of work and home.
  5. 5. Target Market Characteristics - Male and female - Ages of 13 to 32. - Tech savvy, interested in cultural icons such as musicians, sports teams, and television shows. - Smart phones are a part of their daily lives. Overview Customer Analysis Objectives Strategies Implementation
  6. 6. Consumer Decision Process Customer Analysis Objectives Strategies Implementation Compare features of each application by looking from review, advertisement, and word of mouth. Search for other options on Applestore or Playstore : Wechat, Whisper, Whatasapp, Vine, Tinder, Snapchat, Kik, facebook messaging Need an alternative to FB and Whatsapp with more privacy, new games, different features, and entertainment. Problem Recognition Information Search Alternative Evaluation Elaborate information and consumers want to try the application. Purchase Decision Make more friends on app, share with others, use games, etc, continue to use if satisfied. Purchase Decision Overview
  7. 7. Customer Analysis (CBBS) Customer Analysis Objectives Strategies Implementation • Consumers pay less attention to information but more on peripheral cues. • Consumers are interested in cultural icon such as singers, actor, actress, and online celebrities. • Consumers consume media online. • Television show is another channel that they consume.Exposure Attention Cognition • Consumers develop attitude based on the message and peripheral cues. Attitude Overview
  8. 8. Customer Analysis (CBBS) Customer Analysis Objectives Strategies Implementation • Consumers download the application from Appstore or Playstore. • Consumers make decision according to their friends, reviews and influencers. • Consumers will retrieve the brand from peripheral cues or key message that have been repeated. Retention Decision Trial • Consumers who are satisfied will continue to use the application and invite friends to be a part of their community. Post- Purchase Overview
  9. 9. Laddering Technique Social media, Free call, chat, game, camera, stickers, voicemail Privacy, trendy, communication, connection, social connectivity, updates news Pleasure, social-recognition, friendship, belonging, self-esteem, community, a part of user life Terminal Value Functional Consequences Concrete Features Customer Analysis Objectives Strategies ImplementationOverview
  10. 10. Marketing Objectives To increase customers base from 10 million users to 20 million over the next year. Become a top 20 apps on Appstore and Google Play) Create brand equity • Create brand awareness (LINE becomes a brand in consumers’ evoked sets) • Consumers associate LINE not just a chatting application, but also a lifestyle brand that connects consumers through social applications and activities. • Create brand loyalty - Consumers welcome new products from LINE, Consumers have a sense of community, return for connections and relationships Overview Customer Analysis Objectives Strategies Implementation 2 1 3 LINE Katy Perry Free games Privacy Hang out with friends, parties, and concerts StickersSelfie Free Trendy Lifestyle Lifestyle activities
  11. 11. Strategies (CBBS) Each tool will apply both central and peripheral route to get consumers to think of LINE • Katy Perry and her concert will get consumers’ attention • Billboard in Time Square • Contest will get consumers attention to join • Online advertisement (youtube, Hulu), • Celebrities and Youtubers’ channels • Event (Concert) • Public relation • Billboard • contest (LINE Selfie contest) Exposure Attention Cognition Consumers perceive that LINE is not only a chat application, but also as a brand that connects to their daily lives through channels above Attitude Overview Customer Analysis Objectives Strategies Implementation
  12. 12. Strategies (CBBS) Download free of charge. • Create a special edition stickers for new users. • Use Online celebrities to persuade consumers to try out. • Repetition. • Peripheral cue such as Katy Perry and LINE Character will remind consumers. Retention Decision Trial Official account to communicate and engage customers. Post- Purchase Overview Customer Analysis Objectives Strategies Implementation
  13. 13. Strategies (CBBS&CDP) Overview Customer Analysis Objectives Strategies Implementation Problem Recognition Information Search Alternative Evaluation Decision Post- Evaluation Exposure Attention Cognition Attitude Retention Decision Trial Community Loyalty Online Ads & Billboard Public Relation and Celebrity endorsement Online Celeb Influencers LINE official account Free stickers Online Ads & Billboard Event Marketing
  14. 14. MECCAS Model Laddering Research Driving Force Digital Communication = close friendship and entertained lifestyle Leverage Point A young person looking to communicate with friends and stay in tune with other lives using LINE Consumer Benefits - Connection between a peer - Have fun - Belong to a community Message Elements - VDO Collage, friends, games, LINE call, LINE chat, other apps - People interacting, win prize, connect with celebrities, and exclusive contents Execution Framework Collage depicting Katy Perry sending messages to her fans through LINE. In receiving these messages, her fans are pleased and post statuses on the LINE dashboard about talking to Katy Perry. Following this, the ad flashes back to Katy Perry playing games and inviting her friends and fans. The ad concludes by zooming out to view on collage of everyone enjoying using LINE. Finally, the sentence “LINE more, Be Closer” appears. Elements of Advertising/Brand Strategy Terminal/Instrumental Value Psychosocial & Functional Consequence Concrete/Abstract Attributes Elements of Creative Strategy Social connection between friends, Happiness in games Social, Communication with many people at once, Sticker, Games Belonging, friendship, pleasure(games), a part of user life Overview Customer Analysis Objectives Strategies Implementation
  15. 15. Implementation IMC Overview Customer Analysis Objectives Strategies Implementation Online Advertisement Official Account Stickers Billboard Public Relation Event (Concert and Contest) Celebrity Endorsement LINE More, Be Closer
  16. 16. IMC Overview Customer Analysis Objectives Strategies Implementation Celebrity Endorsement : Katy Perry Objective - Create high Awareness - Gain customer base - Positive peripheral cue - Represents lifestyle aspect of the brand
  17. 17. IMC Overview Customer Analysis Objectives Strategies Implementation Advertisement on Youtube and Hulu Objective - Exposure - Attention - Cognition - Attitude - Retention Idea - Collage shows celebrities and online celebrities using LINE features to connect with each other.
  18. 18. Implementation Overview Customer Analysis Objectives Strategies Implementation Outdoor (Billboard in Time Square) Objective - Create exposure - Grab attention
  19. 19. IMC Overview Customer Analysis Objectives Strategies Implementation Event Marketing (Contest) Objective - To get consumers attention - Engage consumers to the brand Idea - Compete in selfie challenge with LINE selfie application to win a tour to LINE X Katy Perry concert.
  20. 20. IMC Overview Customer Analysis Objectives Strategies Implementation Event Marketing (LINE X Katy Perry Concert) Objective - Grab attention - Develop lifestyle attitude (LINE is not just a chat application) - Influence download Idea - Use product placement during this event
  21. 21. IMC Overview Customer Analysis Objectives Strategies Implementation Public Relation (Website) Objective - Exposure - Get attention - Make LINE a brand in the consideration set (Cognition) - Influence consumers to use LINE
  22. 22. IMC Overview Customer Analysis Objectives Strategies Implementation Public Relation (Online celebrities and bloggers) Objective - Provide information about LINE - Influence consumption - Make consumers decide to try out
  23. 23. IMC Overview Customer Analysis Objectives Strategies Implementation Sticker Limited Edition Objective - To influence decision and trial
  24. 24. IMC Overview Customer Analysis Objectives Strategies Implementation Official account Objective - Communication channel - Engage and create community
  25. 25. Overview Customer Analysis Objectives Strategies Implementation Evaluation : LINE More, Be Closer Brand Awareness Brand Association Brand Loyalty 1. Marketing Research 2. Check consideration set Ask consumers to write down brand associations Application Analytics to track loyalty
  26. 26. Q&A

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