★★평가우수자료★★ 자료 KT 스마트폰 시장 마케팅 전략 영문 자료 KT 마케팅 전략, KT 마케팅, KT SWOT, 스마트폰 시장 공략, 스마트폰 공략, 스마트폰 마케팅
[★★평가우수자료★★][KT 스마트폰 시장 마케팅 전략 영문] KT 마케팅 전략, KT 마케팅, KT SWOT, 스마트폰 시장 공략, 스마트폰 공략, 스마트폰 마케팅
Smart phone media strategies
Contents
Introduction
iPhone analysis
Target
Objectives
Media Strategies
SWOT analysis
◎ strength
-Raise brand awareness by Kim, yeon a
- A front runner of videotelephony→ A front of 3G
-Have a powerful Infra
- Representative of cable business
- Robust capital strength
- Various subsidaries
- Dominance in the market of smart phone
◎ weakness
- Even though kt has a high position in smart phone market by aggressive brand marketing, kt’s sales profits are vulnerable
- Hardship by competitors (SKT, LGT)
- Slow action against changing market
- The whole cable market’s slowdown
SWOT analysis
◎opportunity
- Various goods by the merger, KT + KTF
- Possibility of development by extended market
- The era of Ubiquitous (Home network)
-The possibility of KT’sWiBro market
- Decreasing people’s attention by release of smart phone
◎ Threaten
- Competitors to obtain market pie
- Customers are reluctant to change tele-communocaiton firms
- SKT hold many customers as a front runner
- Enter into the oversea market of Korea electronic power corporation
Rambling of local call
- Decreasing attention by complexity of I phone
Reason of selection
iPhone attracted attention early stage
However, due to the complexity of iPhone, interests are decreasing
iPhone vs Diffent types of smart phones
Advantage compared to others
Simple interface easy instructions
Various Application
Great speed and stability
High powered MP3 function
Natural motion of touch and reactivity
아이폰에대한분석
GPS in iPhone
App Store
Mobile Me)
Application for the enterprise
아이폰에대한분석
It’s hard to release 4G iPhone I June in domestic market
Assuming that release iPhone in foreign countries at the end of June, Korea can get iPhone at the end of August.
KT VS. SKT
SKT makes abandonment public due to the apple’s A/S problems
We can anticipate KT manages 4G iPhone
휴대폰 시장의 핫이슈
Target Analysis
25.7%
여성
74.3%
남성
전체 스마트폰 사용 성별비
Target Analysis
Target
Main Businessman(regular users)
Sub women(20’s~30’s)
Target
Main
Sub
Objectives
lead to join kt services and Improve kt’s brand image
by showing the easiest way of using I phone
Ad goal of KT I phone
Base objective is to gain customer’s devotion to KT
Plan the best media in accord with KT’s objectives
Maintaining existing exposure and maximizing frequency and reach
Media goal of KT I phone
Media Strategies
Hypothesis
iPhone 4g overseas launch: 2010.6.7 iPhone 4g domestic launch : 2010.10
Period1 10.8~10.9 Teaser
Period2 10.10~10.12 ad launching
Period3 11.2~11.4 job recruiting entrance season
Media weight TV ` Internet ` Newspaper ` Magazines
Reinforcement of TV commercial
In case of newspaper, reflect the TV image
‘convenience + easy + attractive advertisement’
Magazines are managed to remind brand ad
teaser adverting on the
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자료출처 : http://www.ALLReport.co.kr/search/detail.asp?pk=15060449&sid=ddangkung&key=
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