A strategic communications proposal for XYZ Group's Harpa Smartphone launching Prepared for the challenge of Maverick The Recruit 2017, Indonesia Made with canva.com

1. BEST SHOTA STRATEGIC COMMUNICATIONS PROPOSAL
FOR XYZ GROUP
BY FELICIA JOVITA
JAKARTA 2017

2. XYZ AT A GLANCE
High-end photo quality for everyone
EXCEPTIONAL FEATURE
THE MID-CLASS MARKET LEADER
EXCELLENT AFTER-SALES
Over 200 sales and service centers
throughout Asia with 50 located
in Indonesia

3. STRENGTH OPPORTUNITY
THREATWEAKNESS
best quality phone camera
responsive after-sales service
well-known brand for
middle class smartphones
access to new market
re-branding the company's
image
stronger market presence
significant revenue growth
well-established brands
new market entrants
unknown for premium
products
lack of customers' trust on
premium quality

4. 1. BE THE LEADER
THE GOALS
2. BUILD CREDIBILITY
3. GET PREFERRED

5. POTENTIAL END-USERS
THE TARGET MARKET
URBAN PEOPLE
FAVORS EXCELLENT
CAMERA
ENJOYS BEING EXCLUSIVE
VALUE HI-TECH
HIGH FASHION TASTE
27-40 YEARS YOUNG!

6. LISTEN TO WHAT THEY SAID...
Peter T, 28, Service Manager
"QUALITY AND FUNCTIONALITY HAVE
ALWAYS BEEN MY TOP PRIORITY, I
DON'T CARE MUCH ABOUT PRICE."
"A HIGH RESOLUTION CAMERA IS A
MUST TO SUPPORT MY WORK."
Eunike Puspawidjaja, 29, Product Designer
"I LIKE USING PRODUCTS THAT REPRESENT
MY PERSONALITY AND SUITS MY STYLE."
Olivia Tjahyono, 31, Export-Import Administrator
"BRANDED THINGS AREN'T ALWAYS
WORTH IT, I'D RATHER BUY SOMETHING
THAT CAN OFFER MORE VALUE."
Fanny Novianty, 30, Business Analyst
"I'M NEEDY, POST-PURCHASE SERVICE
IS IMPORTANT TO ME."
Gunawan, 27, IT Supervisor

7. BEST SHOT1. SHOT = A FIRING OF GUN/CANON; A SMALL DRINK;
A PHOTOGRAPH
2. TO GIVE A BEST SHOT = TO GIVE A BEST EFFORT
HOW TO GET THERE

8. HOW IT WORKS
Pre-launch During the
launch
Post-launch
Instagram photo
competition+online
campaign
#mybestshot
Promotes high
quality camera to
support positive
and active living
3 winners get
HARPA smart
phones & become
ambassador
Interactive talk show
Meet and greet
Special performance
Winners
announcement
Launching of HARPA
smartphone
Ambassadors to
consistently create
online contents
about
#givemybestshot
and #lifewithharpa
for six months
Celebrity
endorsements
Festivals & bazaar
Community events
Sponsoring &
partnerships

9. SUCCESS STRATEGY
Media: lifestyle and fashion magazine, online magazine, online
community
Influencers: Jennifer Bachdim, Agatha Suci
TV Personality: Dr. Sonia Wibisono
Who to engage?
What to do?
Sponsored posts; Instagram
Online campaign; buzzers, ambassadors on Twitter and Instagram
Social media content; lifestyle blogs, customer testimonials
Events; social and charity
Customer forum/exclusive user community
"Fit, fashion and fancy"

10. MAIN EVENT
BEST SHOTWHAT?
New product launch: HARPA
WHEN?
Saturday, 26 August 2017 at 14.00-17.30
WHY?
WHERE?
Lippo Mall Puri, West Jakarta
Located in the capital, high-end

11. MEASUREMENT
MEDIA
ATTENDANCE
POSITIVE
TALKS
#1 TRENDING
TOPIC
MEDIA
COVERAGE
20050
D-day 10 days 15 days

12. BUDGET
in Indonesian Rupiah

13. TIMELINE

14. BEST SHOT
THANK YOU FOR APPRECIATING MY
fjovita29@gmail.com
@feliciajovitaa
JAKARTA 2017
FELICIA JOVITA
TOP 25 MAVERICK THE RECRUIT 2017