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Project Name - MRD. Marcom Team E-Team GPM/RPM. Date. MRD Contents. Key Stakeholders Product Overview Who? Target market & audience Category considerations Where? When? What? Theme Packaging Key messaging How Foundation assets & tactics Web launch Activity

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  1. Project Name - MRD Marcom Team E-Team GPM/RPM Date

  2. MRD Contents • Key Stakeholders • Product Overview • Who? • Target market & audience • Category considerations • Where? • When? • What? • Theme • Packaging • Key messaging • How • Foundation assets & tactics • Web launch Activity • Campaign objectives • Next steps

  3. Key Stakeholders

  4. Product Overview • Copy goes here…

  5. Who: Target Market & Audience • Copy goes here…

  6. Who: Persona’s “Tablets have a place but they are a nice to have addition to the laptop/PC but not a replacement” “Laptop for work, tablet for play. Tablets are expensive toys and are great fun – but not for actual working unless you are in sales and use it to present” “If an iPad had storage and external device hubs, it would be more useful, but if it had that it would be a laptop. Frankly, I don’t think the iPad offers enough features for it to replace the laptop” “Tablets are a cool addition to laptops, more fun for e-mailing, browsing, social networking but NOT for serious work” “I’m trying to decide which solution is best for us – it’s time to upgrade across the department. I don’t think tablets offer the full functionality required but I want something that offers more flexibility than a notebook “I can start up my Ultrabook far quicker at home if I need to check up on something for work. Far quicker than the old notebook ever was” “Absolutely need a laptop for word processing, spreadsheets and bill paying/personal banking” “For many professionals a tablet can be more than enough for 90% of the time but a laptop is still essential when you need to prepare something long and have ‘real’ work to do”

  7. Category Considerations • Family considerations • Product range for consideration

  8. Where? • Global launch • Europe, America’s, Asia, Australia • Launch type • Low key (hero, core or non-core • Channels • B2B • Retail & eTail • Kensington.com

  9. When? • In-stock date • Date goes here • Building the Buzz (Channel & Press) • Date range goes here • Launch date (web live) • US: date • EU: date • Press Announcement date • US: date • EU: date • Campaign assets • Global campaign assets target delivery: date goes here

  10. What? Theme • Campaign Theme • Theme should be focused around: • Copy goes here • Umbrella campaign details if needed here • Campaign Identity • Copy goes here • Product and family name • Copy goes here

  11. What? - Packaging • Icons • Describe what’s needed • QR code • Links to where and list content • Structure • Considerations • Other input on existing or new structure

  12. What? - Packaging • Add existing packaging images here for reference • Add other input on packaging as needed

  13. What? – Key Messages • Key message • Key message • Key message • Key message

  14. How? – Foundation Assets Last updated: 00/00/0000

  15. How? – Web Launch Activity • List web activities here • SEO/SEM information

  16. Campaign Objectives • To launch our (product name) under one umbrella so we can deliver a single credible story • To support sales teams/partners & customers with assets, marketing materials and a sales deck to drive revenue and capture market share early • To be first to market with a full family range and convincing campaign/program • To communicate that Kensington is aligned with market trends and addressing the needs of the end consumer in emerging markets

  17. Next Steps

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