Question

Case Study 2 BSBMKG523 - Design & Develop an Integrated Marketing Communication Plan Your client is Microsoft Computers and they want to launch a new product, a Robot, who can clean the house and to also act as a security guard in the home. The budget for the marketing campaign is $20 million and they want to target wealthy consumers in South Korea and Japan. You have developed your Marketing Communication Brief which contains the following information:- a) Information on Microsoft, the annual sales b) Details of the unique selling idea of this robot c) Details on the target market which is wealthy consumers in South Korea and Japan d) The benefits of the robot to consumers e) A description of how you will position the product in the market, promote its brand personality etc 1) Details any legal or ethical constraints g) Details of the Marketing Communication Objectives for the marketing campaign are:- 1. To launch the product at a major, high profile technology trade show in 2016. 2. To raise awareness of the new robot product in Asia using various forms of media in 2016 & 2017. 3. To achieve sales of $15 million in the first six months of the product launch in Japan 4. To achieve sales of $3 million in the first six months of the product launch in South Korea

BSBMKG523 - Design & Develop an Integrated Marketing Communication Plan .

answer first and third questions.

Answer 1

South Korea consumer behaviour-

1. Most of korean people don't speak English. They only use Korean Language. They always prefer any technology product to have written in Korean language for better understanding.

2. South Korean people don't use Google for Online search. They use Naver online search. Hence it's best to have time up with Naver for promoting a brand through advertising.

3. South Korean people are early adopters of Tech. They are too much familiar with technological products than any other country in World. Digitization is the future and Koreans know it. This is why SK Telecom, KT Corporation, and LG Uplus have already launched their 5G services.

4. South Korean people use social media after work. There is a small but important time gap to target South Korean consumers. This is the time after work to the time they go to sleep. The average Korean worker ends work at 8 pm. This means that from 8 pm until midnight is the highest engagement timeframe. During this 4 hour window, the average Korean worker will spend an average of 1 hour on their smartphone. Therefore, when running ads on social media, make sure to target these times. Data shows that more and more Koreans are watching less traditional TV and are watching more U Tube and playing on their mobile phones.

Preferred Media in South Korea:
1. Facebook is most preferred social media platform in South Korea.
2. After facebook, South Korean prefer KaKau Talks and twitter as a social media platform. Most of the companies also use above social media to promote their products in South Korea

Japan consumer behavior:
1. Embrace Japanese Culture. People of Japanese love their culture and get influenced very soon if any other culture respects its Japanes culture. They love very mannered and behaved people.

2. The Japanese consumer is characterized by a continuous search for any kind of gadgets, which have the role of keeping their notoriety amidst their acquaintances. Willing to pay significant amounts for the latest technologies, the Nippon consumers base their decisions on the brand‟s prestige and notoriety. Thus can be explained why brands such as Tiffany‟s and Louis Vuitton record some of the biggest sales in Japan. Amongst the foreign brands, there can be enumerated: Starbucks, Coca Cola, Haagen – Dazs, the Gap, Microsoft, Disneyland, McDonald‟s but also Rolex, Coach, Prada, Chanel.

3. 99% of Japan speaks only Japanese language. Hence they are most attacked towards gadgets that has their own language. It make it comfortable and user friendly.

4. Japanese are always after brand and quality. Even in Technology, they need trustful brand and quality. That's why Apple has 64% market share in mobile phones in Japan.

5. Most of Japanese prefer emailing and line messaging app for socializing. The users for Line App is same as users of Facebook and Twitter.

Preferred media in Japan-

1. Most of Japanese use Line Messaging App rather than WhatsApp. Many companies have started addressing consumer complaint via Line Messaging App.
2. After messaging App, Japanese prefer Twitter and then Instagram as social media. There are 45M active Twitter users followed by Instagram 29M and Facebook 28M. Most of companies use above media to promote their products in Japan