Transcript Acme is a Key account for the following reasons

ACME KEY ACCOUNT PROFILE
FY 14/15
Overview
Acme is a Key account for the following reasons:
Top revenue spend ($1.2m FY13-14)
Growth potential
(expanding into Asia)
Business Analysis – strategy
•
•
•
•
•
Vision
 To be the number one provider of mobile wireless internet access by
2014
Mission
 To help individuals be free from cables and access information
anywhere any time
Values
 Freedom, information, innovation
Goals
 To be top of consumers mind when they think wireless internet access
Objectives
 Be the market leader in sales of mobile fast speed internet access, by
1st Oct, 2014
Business Analysis - Products
Products • Brands and products
Wireless mobile sim card
(inserted in the network card using mobile phone transmission)
•
Target market
Consumer Market 25 - 39
•
Market Position
10th in revenue for mobile internet access
20th in assets
•
Product life cycle
Offensive
Growth stage
Business Analysis – Marketing Spend
• ACME mobile internet spent $1.2 million on advertising from July 2003 to June 2004, this is down 3%
year-on-year
• Spend is volatile, no activity in Christmas holiday period
ACME Total Spend (Jun 02 - Jun 04)
1,400
1,200
Spend ('000)
1,000
800
600
400
200
0
n
Ju
2
3 03 0 3 03 03 03
2
2
2
2
3 03 03
2
2
04 04 0 4
03 03 03 04 0 4 0 4
-0
-0 l-0 g- 0 p-0 t -0 v -0 c-0 n- 0
lg- ep- ct - ov - e c- a n- eb- ar- pr- ay- unb- ar- pr ay- un
c
u
u
u
o
e
u
e
a
e
J
J A
O
A M
O
A M
J
J
J
J
A
S
N
D
F
M
S
N
D
F
M
Source: Nielsen Media Research
Media activity - Spend by media
• By far the greatest majority of spend is vested in TV advertising (91%), followed by Press (7%), and
Radio (2%)
• There is currently no activity with Magazines, Cinema and Outdoor
100%
0%
0%
4%
6%
2%
7%
90%
17%
80%
70%
Outdoor
60%
50%
Cinema
100%
Radio
96%
40%
91%
Press
77%
TV
30%
20%
10%
0%
Share 02
Source: Nielsen Media Research, June to July
Share 03
Share 04
Magazines
Total
Marketing activity - Wireless Internet Access Card
• ACME spent media mix
• TV gained 91% of the spend and newspapers saw 7%
Acme Spend by Media (June 2002 to June 2004)
Radio Press
2%
7%
Outdoor
Cinema
Radio
Magazines
Press
TV
TV
91%
Source: Nielsen Media Research
Other Media Activity
Actively seeking sponsorship and branding alliances
•
Sponsorship
 Sponsors of IT related expos
 Sponsor a well-known surfing personality who appears in advertising. Also
minor sponsors of competition surf events.
 Understood to be about to sign on as major sponsors of Sydney FC in the
fledgling A-league football.
•
Alliances
 Strong alliance with Dick Smith in store marketing
Industry Analysis - competitors
•
Rivalry
 Competitor to release similar product late 2014 (press release Feb 2013)
•
Competitors
 Unwired - Battery powered wireless internet technology
Industry Analysis - PESTLE
PESTLE
Change/effect
Political
Possible changes to government ownership of competitor providing
them with more capital to invest
Economic
Increase in sales of new PCs by 20% in last financial year
Social
Greater acceptance of new technology (25% population), but 75%
still don’t understand it
Technological
More PCs allowing the internet card to be inserted with out
modification making it easier for consumers
Legal
Environmental
Competitive Advantage
Cost Advantage
•Variable costs
Marketing expenses
Operating expenses
Transaction cost
Marketing Advantage
•Distribution
Sales effort
Brand awareness
Differentiation
Advantage
•Product differentiation
Customer experience
Brand reputation
Relative price
Advantages
Disadvantages
First in the market place to launch
product.
Competitor establishing retail
distribution for like product
Consumers who use the product
love it.
Product and brand awareness
and acceptance is low.
No other like products at the
moment.
Mobile access means drop outs
in some areas or no access.
Key Relationships - Buying decision process
Buying Decision Process
Who is this person?
When do you need to make
contact?
Need or problem awareness
National Marketing Manager –
ACME
MD - ACME
May 2013
Information search
Marketing Manager – ACME
May 2013
Evaluation of alternatives
CFO
June 2013
Purchase
CEO
June 2013
Post purchase evaluation
MD - ACME
National Marketing Manager –
ACME
Marketing Manager – ACME
June and July 2013
Key Relationships - Contact points
CUSTOMER CONTACT POINTS
CUSTOMER
Marketing
Manager
National
Marketing
Manager
GM, Marketing
Communications
Divisional GM,
Marketing
Sales &
Marketing
Director
MD
Executive
Chairman
DiSC
Profile
Key
Account
Manager
I
x
D
xxx
C
S
I
GSM
Key
Account
s
General
Manager
Agencies
& Key
Accounts
NSW
Display
Advertising
Director
Group
Director
Display
Advertising
Commercial
Director
xxx
xx
CEO
x
xxx
I
x
C
xxx
Play Golf
together
Legend: Blank = no relationship; X = poor; XX = neutral; XXX = good; XXXX = V. good; XXXXX = excellent
DMU – Shaded Contacts
Key Relationships - Contact points
THE AGENCY CONTACT POINTS – Include Creative Agency Contacts
DiSC
Profile
Customer
Service Manager
Accounts Dept
Commercial
Manager
Sponsorship &
Events Manager
Media Manager
Marketing Group
Manager
Media Director
Advertising
Production
Contact
xx
Fairfax
Credit
Dept
Key
Account
Manager
GSM
Key
Accounts
General
Manager
State
Manager
Group
Director
xxx
xxx
Commercial
Director
xx
C
x
I
x
xx
Director
Legend: Blank = no relationship; X = poor; XX = neutral; XXX = good; XXXX = V. good; XXXXX = excellent
DMU – Shaded Contacts
xxx
SWOT Analysis
Client
Weight
1-5
5
4
Our business
Weight
1-5
5

volume against
competitor
Not large quantities of
all demographics
Poor relationship with
sponsorship contact
4
Strengths


Unique product
Customers love of
product
Weaknesses

Advertising budget
compared to competitor
retail alliance with
competitor
3

5

Sponsorship with Darwin
Office
More PCs accepting card
4

Sponsorship $ spent
on sport
4
Competitor launching
similar product –
affecting leadership goal
5

Substutute offering the
free product
5

Opportunities


Threats
