BX3081: Interactive Marketing Assignment 2: Video and Storyboard School of Arts & Social Sciences James Cook University BX3081 Assignment Cover Sheet Complete, sign, date, and attach to front of assignment Subject code BX3081 Assignment Task 2 Video and Storyboard Due date 2 January 2018 Tutor name Ng Sua Keong Tutorial day / time Friday 1pm Student name Group 6 – Tutorial A Student number Word count Essay Title NAMO product Declaration 1. This assignment is my original work and no part has been copied from any other person’s work or from any other source, except where acknowledgement has been made. 2. I hold a copy of this assignment and can produce a copy if requested. 3. This assignment has not been written for me by any other person. 4. This work has not been submitted for any other course or subject. 5. This work may be photocopied and / or communicated for the purpose of identifying plagiarism. Student signature ...................................................................................................... Date .......................................................................................................................... 1 BX3081: Interactive Marketing Assignment 2: Video and Storyboard Table of Content I. Introduction…………………….……………………………………………..…...3 II. Cost Analysis 1. Product/ Service/ Solution (referred to as solution). Describe the solution. What is it? ………………………………………………………………………………….….…..3 2. What is the problem that you are solving? What are the pain points encountered by the users before this solution is formed? ……………………………………...............4 3. The solution: Features/ Advantage/Benefits ………………………………………….4 4. What is the target segment? Who are the target customers? What are their demographics, psychographics, behaviour, needs, interest? ………………………....5 5. Competitive analysis. Who are the competitors, alternative solutions? ………….…..8 6. What is your solution competitive advantage, i.e. Unique Selling Proposition. Do a SWOT? a. Strength……………………………………………………………………………..…9 b. Weakness……………………………………………………………………………...9 c. Opportunities……………………………………………………………………........10 d. Threats………………………………………………………………………………..10 7. What are the solution features and benefits? What is the “Product” selling point? …11 8. Marketing Message: How are you going to market this product? …………………..12 III. Reference List…………………………………………………………………….13 IV. Storyboard………………………………………………………………………..14 V. Link of NAMO product………………………………………………………..…15 2 BX3081: Interactive Marketing I. Assignment 2: Video and Storyboard INTRODUCTION About the product: This product is called NAMO, which means ‘honouring the wisdom of life’, that can bring ease to people lives. NAMO is a handy device which can detect body temperature of the user through the bracelet of the device. It can be considered as ‘a watch which consists the function of thermometer’. Name of Product: NAMO Function of Product: Wearing NAMO allows users to check their own body temperature, as well as monitoring their loved ones’ temperature through NAMO app on their phone. With NAMO and NAMO app, users can easily discover the sickness of themselves and their beloveds, which enables them to react as fast as possible. II. COST ANALYSIS This product is called NAMO, which means ‘honouring the wisdom of life’, that can bring ease to people lives. NAMO is a handy device which can detect body temperature of the user through the bracelet of the device. It can be considered as ‘a watch which consists the function of thermometer’. Furthermore, it can relate to Guidant’s phone through the NAMO app, to provide the locations of hospitals or clinics around the user, and emergency call service provided when he or she needed. It records the condition of the user using chart or graph, as NAMO is linked with NAMO app, Guidant can monitor their loved one’s condition in a glance of NAMO app. 1. Product/ Service/ Solution (referred to as solution). Describe the solution. What is it? Our company is developing the new product line to meet the market demand in the wholesale market. With the slogan “Wear NAMO, Wear Secure,” our product guarantee to provide one of the best solutions for customers who always busy and cannot take care their health as well as their family well. The office job is becoming more energetic and complicated in the market; employees must pay more attention and best effort to achieve their passion. Some of them will choose the outside job such as a sanitary engineer, site engineer or photographer, so 3 BX3081: Interactive Marketing Assignment 2: Video and Storyboard they usually work outside the office without the protection. NAMO is the new technique combine between the thermometer and small smartwatch. Therefore, customers easy to use them as a fashion function in the daily life. With the Bluetooth technique, customers comfortable to know their level of temperature everywhere and every time. Moreover, the database will update directly on customer’s phone and recommend the best solution to reduce their health issue. NAMO is also developing the system to connect with GPS to provide the pharmacy store and hospital location nearly users. Therefore, NAMO will bring many positive impacts on customer’s life and protect their life at any time. 2. What is the problem that you are solving? What are the pain points encountered by the users before this solution is formed? Most of the people will not bring a thermometer with them all the time. It is quite often that people do not become aware of their dangerous condition while having a fever since they do not know their actual body temperature. They used to estimate their fever level just by touching their forehead even it is entirely inaccurate. Primarily, it is quite challenging to get an accurate body temperature from a crying baby. By wearing NAMO, parents can quickly detect the body temperature of their kids. Moreover, people can be aware of their aged parents or grandparent’s location and body temperature level using NAMO. And NAMO app provides the information of the nearby clinics and hospitals for the user once the temperature is in an abnormal state. 3. The solution: Features/ Advantage/Benefits NAMO, which is a handy device designed as a ‘digital watch with thermometer function,’ and linked to its mobile app. The main benefit of using NAMO is, the user can know their temperature just by taking a glance on NAMO, they can know whether they are in slight fever or serious fever with actual data provided. Besides that, they can be aware of their babies or elder family’s member’s temperature through the app, which allows them to take emergency action as soon as possible. Driving customer experience through new rituals also is our company goal. It may be no change in the intrinsic, but it allows NAMO to be the hero in the challenging market. That why NAMO is creating the mobile app which suitable for any mobile phone software. Our app will directly connect to GPS to provide the pharmacy store and hospital location nearly users, so customers can easy to check the location or call for your family after the simple click. Furthermore, we also try to research and update our software become an intelligent 4 BX3081: Interactive Marketing Assignment 2: Video and Storyboard virtual an interactive app. After the second time used, the app can use automatic analysis customer healthy and give some tip of the day to improve customer’s health. Moreover, with 6 hours’ battery and for devices powered by Qualcomm Snapdragon processor help NAMO completely fuel charge faster more 75 percent than another technic. The company also design the eye-catching packaging, so it will make NAMO look more luxurious compared to competitors. 4. What is the target segment? Who are the target customers? What are their demographics, psychographics, behaviour, needs, interest? One of the first steps in the Blue Ocean Strategy is highlight and analysis the new target segment for NAMO product. According to the Investopedia, “target market” is a group of people who share one or more common character, lumped together for marketing purpose. Developing the target segment will help NAMO company reaching our potential consumer. The central segmentation of our business is the young employees usually working outside their office and younger parent who cannot be using the full time to take care their parent and children. Base on the target customer, NAMO is focusing on the B2C market even the B2C business is most effective with a customer who has already had a positive experience with the product or company. Smart NAMO is the new technique with customers, because of the adverse effect of technology such as electromagnetic wave from WIFI and Bluetooth causing customer confused about the utility of NAMO. For this reason, NAMO highly concentrated into the B2C segmentation criteria including demographics, psychographics, behaviour, needs, and interest. Demographics Age Above 3 years’ old Income Upper 200 SGD Marital status Single or Marriage Education Over Primary school, college, university, postgraduate Family size No marriage, young people, married, youngest children over 3, older, single 5 BX3081: Interactive Marketing Assignment 2: Video and Storyboard Gender Male or Female Geographic location Not mention Social status Not mention Occupation Professional, framer, worker or construction engineer… Psychographic Brand preferences Customer will difference level of income has preferred different type of brand. Usually, they are using the famous name with an adorable price. Price sensitivity With the line of produce as NAMO, customers have a price tendency from 50 to 100 SGD. conservative /Liberal Older people is a one of leading target customer of our product. However, they usually compare the quality of the new technology with the traditional product (red ocean line product). Enviro-Friendly In the globalization market, customer’s awareness and knowledge has increasing day by day. They understand the importance of company’s mission to protect their health and environment. So, our company’s gold is developing CSR strategy Hobbies Customers usually maintain their rule to go to the regular pharmacy to buy the thermometer. They even do not prefer using the online shop for this product line. Lifestyle Young people prefer to using the watch as a fashion attachment product. Information sources Internet, pharmacy website, hospital, clinic. 6 BX3081: Interactive Marketing Assignment 2: Video and Storyboard Service preferences Online service, direct marketing, support service 24 hours Buy based on trends Social media recommendation, friends and family recommendation, free sample in the store, discount from the store or online. Needs-motivation Shelter, safety, security, affection, sense of self-worth Personality Low risk Attitudes Positive attitude Behavioural Purchase history Younger people usually do not care about their health so they will not pay more attention to the regular thermometer product. So, our company develops our products become more useful and fashion for younger employees. Where they shop The product line of thermometer or NAMO usually use the product display at pharmacy and clinic. Type of store preferences Online store as amazon or lazada or Taobao, pharmacy website, hospital, clinic. Association membership Guarantee one year Internet usage In our website, Facebook account or another corporation online store. Environmental Country of residence Asia country, Western country and European Political climate Do not mention 7 BX3081: Interactive Marketing Assignment 2: Video and Storyboard currency SGD and USD only Payment methods Visa, MasterCard, direct payment after delivery Shipping & receiving Free delivery in the Singapore and the country have a representative office. Languages spoken English, Chinese, Vietnamese, Japanese, Korean, France... 5. Competitive analysis. Who are the competitors, alternative solutions? The primary competitive of NAMO is the company producing the same product line. In Asia markets, such as Asia Connection Co., Lt or Omron Healthcare Asia Pacific or AFRISO SOUTHEAST ASIA. In the Blue Ocean strategy, our company analysed not only winning business players who created blue oceans but also their less successful competitors. Base on the Blue Ocean strategy theory, this strategy built in for-profit, industries, non-profit organizations or the public sector. Therefore, our product focus on the specific target customer and do not have a limitation on the income reference, so we prefer to using the Blue Ocean strategy in the industries and the public sector. Moreover, Blue Ocean strategy does not aim to outperform the competition. Therefore, our company is looking for systematically across NAMO to create Blue Ocean - new and uncontested market space of new demand and highly profitable growth. NAMO understand that the Red Ocean strategy can either generate higher value for a customer at a higher cost or create reasonable amount at a lower price. To making the value innovation for NAMO, our company is designed to choose between differentiation and low cost. Our product is more than a standard thermometer, and it is a smart thermometer. We also combine our product with the Bluetooth and direct connect with consumer’s phone. So, customers are not only checking their thermometer system, but they are also can share the result with other people by the family group function. Consequently, people feel right about their children or their parent even they cannot spend all time to take care of them. At the normal, NAMO is maybe looking like an expensive product, but our company should produce by high-quality material but with adorable price lead to decreasing NAMO price only 50 SGD. 6. What is your solution competitive advantage, i.e. Unique Selling Proposition? Do a SWOT? 8 BX3081: Interactive Marketing Assignment 2: Video and Storyboard a. Strength The NAMO help customer is checking their temperature level faster and convenient anywhere, anytime. The design of NAMO is similar to a self-contained block with the primary material is HDPE, this resin has a higher level of polyethylene, and it's usually using to manufacture a lot of article of children. Therefore, this is becoming one of the best choices for our product because of the user healthy. When another thermometer was using, the hydrogarum is the primary material, NAMO does not use any chemical substance. The hydrogarum is dangerous with children if the thermostat is breaking. So NAMO design use the variometer technique built-in with the electrostatic induction in our product. That’s why customers sense save with NAMO quality even using with their child. The NAMO is easily connected with phone app through the Bluetooth so users can save their phone battery and time. After one time login, the phone can remember user code, and one mobile has different code to make sure our system can provide analysis and improve all the customer need as fast as possible. Moreover, our product increasing the value of GPS function when it can supply information about pharmacy and hospital nearly customers’ location. Customers also can share their private information with family or friend by “take care of yours be lover” function in NAMO app so the parent can easily to control where their children been or how another people health did so far? The goal of our marketing strategy is building a good impression and reinforce our company target customer by strategy name “Superman delivery.” We provide a free 24 hours’ delivery service and direct delivery to the customer within 2 hours of order in Singapore. And no more three days in two host countries are Malaysia and Vietnam. b. Weakness In the weakness analysis of our company, we are giving prominence to decreasing an issue of NAMO base on four-part: what could NAMO improve? What should NAMO avoid? What are people in NAMO market likely to see as a weakness? What factor does NAMO lose? NAMO is the proprietary product with the multi-value in the competitive market, but it is still maintaining many issues in the company responded in the extended period. It cannot deny that the standard thermometer using mercury for the primary material that why it dangerous for children and hard to bring out the office. So, customers easy to compare NAMO with another thermometer in the market. Therefore, our purpose is highlighting the difference of NAMO material with another thermometer product in the product packing and the marketing communication plan also. Moreover, NAMO should press an essential point of company message to make sure we are sending a right message to the potential customer in the social 9 BX3081: Interactive Marketing Assignment 2: Video and Storyboard media channel like Facebook, Twitter or Instagram. In some case, NAMO size may be not suitable for some customer like children. Therefore, our company will have enclosed a box of watch-chain with four different sizes include NAMO box. One of the weakest points of NAMO is the battery charging system encompassing in our product. Even we provide the quick charge technology with up to 6 hours’ life; customer still feels uncomfortable with the tool battery charging. Because of NAMO is a smart mini thermometer, our company design to use magnetic charging and it cannot use another electronic technique. That’s why people always need more space for NAMO charge when they are going out in a long time such as holiday, picnic or business trip. c. Opportunities In fact, fever, a physiologic response characterized by an elevation of body temperature above good daily variation, is one of the most common causes for medical consultation in children, being responsible for 15-25 percent of discussion in primary care and emergency department. Although fever can be concerning to parents and caregivers, the prevalence of severe infections in children is low, estimated at < 1 percent in primary-care settings in industrialized countries. However, this figure can increase up to 25 percent in emergency departments. Base on the database and the revolution of mobile phones such as Wi-Fi, 4G or Bluetooth makes the users more convenient in the change time of technology. Our company understands the necessity to innovated a new machine which one helped customer plus their phone ability and supported their life become more better. According to Encyclopedia, as of early 2003, there is a nationwide initiative to ban the sale of thermometers and blood pressure monitors containing mercury. Health activists are concerned about mercury from broken or unwanted instruments contaminating the environment. For example, a mercury thermometer includes 0.7g (0.0025 Oz) of mercury, 1g of the substance is enough to contaminate a 20-acre lake. Therefore, most retail stores have stopped selling mercury thermometers because several states have banned the use of products containing mercury in the USA. Primarily, the Mayo Clinic claims that the mercury-free devices can monitor information without compromising accuracy. Hence, NAMO is a suitable product not only for family, but it also can protect the environment base on the corporate social responsibility gold of our company. d. Threats Developing the new thermometer is not an original idea in the competitive market. Some of the company in Korea or American also provide the same product idea with similar function. Therefore, NAMO can lose the value number of the potential customer in the Asia market because the Asia customer usually favoured health-care produce from the USA. On the way 10 BX3081: Interactive Marketing Assignment 2: Video and Storyboard to achieve the eye-catching from the customer, NAMO must understand the customer need and their shopping behaviour to expansion the marketing plan. The changing of technology and social media platform in Asia a few years ago has many both side effects on the local market. With the start-up company, good debt assets have an essential role in the way to achieve our goal so far. NAMO must have a good plan to call the fixed investment from some privately-own company and the foreign personal holding company also. The primary capital resources NAMO need is around 1 million USD to submission our factory and do the marketing plan. It is worth noting that the change of global corporation policy give NAMO a change to achieve a successful assets point, but it also brings a substantial adverse effect on NAMO product. On the first hand, the lack of market audit leads to increasing the competitor in the same target segmentation. Because of the coded information of NAMO may be spread out company controller so other company can develop same quality of the product but be using the different target customer. On another hand, the establishment of social media is making a more significant issue for all start-up business, and they cannot control the fake information and the negative comment from anti-customer. 7. What are the solution features and benefits? What is the “product” selling point? With NAMO in hand, fever issue can discover in the fastest and most accurate way. It can eventually lead to higher safety precaution of a dangerous level of fever. People can aware their temperature earlier, prevent them from higher danger. On the other hand, NAMO is useful, especially when it comes to babies or the elderly who do not know how to express their feelings, NAMO can be their saviour. Real-time data will relate to NAMO app; thus, their families or friends can save them immediately. Other than that, NAMO records their temperature data time to time, and the exact timing when they are unwell, which helps the doctor to be transparent with the duration of their sickness. The handy device, trendy design and sensitive thermometer which protects people from having a severe fever. Our company selling point is express on the slogan “Wear NAMO, Wear Secure,” our company is not only selling the product, but we are also selling the trust and grateful to our customers. We understand the importance of the way doing the CSR with the community, government, and environment. Therefore, we are developing the product to take care community health. 11 BX3081: Interactive Marketing Assignment 2: Video and Storyboard 8. Marketing Message: How are you going to market this product? In the interactive marketing strategy, our company will use both traditional communication platform and social media channel to send our message to the potential customer. First, our group made the video to introduce NAMO to the community through social media channel like YouTube, Facebook, and Instagram. We also public our marketing strategy on the social media then we can receive all the customer feedback and give the direct answer within haft of an hour by the professional online support team. Secondly, our company will provide free NAMO product for all the staff’s family member. That is a crucial significant point in our marketing plan because the company must realize that employees position more than an ordinary worker, they are a real customer in the company target segmentation. Their family will become a first customer line who can give both sides of feedback about NAMO, so we can raise the sense of initiative to fix our problem and reinforce a preferred product to customers. Furthermore, we also use the traditional way to communicate with customers by open the healthcare community even in some specific location such as hospital or supermarket. With some mini-game and catalogue to explain NAMO function and material, customers can easy to get our product point lead to increasing their view and making a purchase for NAMO. 12 BX3081: Interactive Marketing III. Assignment 2: Video and Storyboard Reference Barbi, F.; Marzuillo, P.; Neri, E.; Naviglio, S.; & Krauss, B.S. (2017). Fever in Children: Pearls and Pitfalls. Retrieved from: https://www.merckmanuals.com/en-pr/home/children-shealth-issues/viral-infections-in-infants-and-children/overview-of-viral-infections-in-children ENCYCLOPEDIA. (2004). Thermometer. Retrieved from: http://www.encyclopedia.com/science-and-technology/physics/physics/thermometer Geekyranjit. (2016, July 18). Xiaomi Mi Band 2 New Features & In-depth Review. Retrieved from: https://www.youtube.com/watch?v=hf7uwqgIqmk&t=400s INVESOPEDIA. (n.d). Market Segmentation. Retrieved from: https://www.investopedia.com/terms/m/marketsegmentation.asp Parents. (2015, Mar 26). How to treat Baby’s fever. Retrieved from: https://www.youtube.com/watch?v=DUu-y3Oc-Us Partron. (2015, November 10). Croise.a Thermo Capsule – Smart Thermometer. Retrieved from: https://www.youtube.com/watch?v=bqJX17_YndQ&t=16s Schannel. (2017, April 13). Schannel - Trên tay nhiệt kế y tế Croise.a: Đến thời nhiệt kế cũng thông minh!. Retrieved from: https://www.youtube.com/watch?v=wzyjTr_2S94&t=24s 13 BX3081: Interactive Marketing IV. Assignment 2: Video and Storyboard Storyboard In the begin, we are talking and describing customer problem today. we also mention about the tradition thermometer. Compared this with idea. Second, we are introducing about the NAMO and product function, material and size of the product. In the next screen, we are talking about the “take care of yours be lover” function in our NAMO app. How customers can search information with another people. NAMO also use the GPS functions to show all pharmacy and hospital location nearly with customers. Third, we explain more about product function as connecting through Bluetooth. And it directly correlates with NAMO app. 14 Finally step in our project, we are guidance customers how to use NAMO app to move to maps or google maps. In the end, we are sending to our message to customers. BX3081: Interactive Marketing V. Assignment 2: Video and Storyboard LINK OF NAMO PRODUCT: https://www.youtube.com/watch?v=3s9fDMld3_w&feature=youtu.be 15 BX3081: Interactive Marketing Assignment 2: Video and Storyboard 16 BX3081: Interactive Marketing Assignment 2: Video and Storyboard 17 5 parts with minimum 700 words each part. (Follow the example of XYZ coffee Company Social Media Marketing plan) and based on the information of assignment 2. About the product: This product is called NAMO, which means ‘honoring the wisdom of life’, that can bring ease to people lives. NAMO is a handy device which can detect body temperature of the user through the bracelet of the device. It can be considered as ‘a watch which consists the function of thermometer’. Name of Product: NAMO Function of Product: Wearing NAMO allows users to check their own body temperature, as well as monitoring their loved ones’ temperature through NAMO app on their phone. With NAMO and NAMO app, users can easily discover the sickness of themselves and their beloveds, which enables them to react as fast as possible. 1. Social Media Presence: What is the social media? Why we use the media to advertising our NAMO product? How many percent people accept the health information on the social media in Asia (need a specific database) What consumer expect from the social media and the company? (How company can use the social media to connect with the potential consumer?) Is the Health industry appeared on the social media? - How many percent? Need a database. 2. 3. 4. 5. Competitive Analysis: Target Market: (prove the database) Tools: Brand Community: