IMC Plan for BROTHER Printer

ADMS 4240 N Advertising and Communications Prof. Pallavi Sodhi

Beibei Tang Ingrid Arellano Kirandeep Sidhu Group 5 Leo Uzlaner Shane Lieberman Tom Caravaggio Viktor Penaflor

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Table of Content
1.0 EXECUTIVE SUMMARY............................................................................................................ 3

2.0 THE CLIENT BRIEF ...................................................................................................................... 3 2.1 CATEGORY, PRODUCT AND BRAND INFORMATION ...................................................................... 3 2.2 BRAND POSITIONING .................................................................................................................... 3 2.3 CORPORATE MISSION .................................................................................................................. 4 2.4 BUSINESS GOALS ......................................................................................................................... 4 3.0 SITUATIONAL ANALYSIS ........................................................................................................... 4 3.1 MARKET AND CATEGORY OVERVIEW ........................................................................................... 4 3.2 SWOT ANALYSIS ......................................................................................................................... 5 4.0 COMMUNICATION ANALYSIS ................................................................................................... 5 4.1 COMPETITIVE ANALYSIS ............................................................................................................... 5 4.2 TARGET MARKET ANALYSIS ......................................................................................................... 7 5.0 MARKETING OBJECTIVES AND STRATEGIES .................................................................... 7 5.1OBJECTIVES OF PRODUCT, PRICE, PROMOTION, DISTRIBUTION ................................................. 7 5.2 BARRIERS TO MEETING GOALS ................................................................................................... 8 6.0 INTEGRATED COMMUNICATION OBJECTIVES AND STRATEGIES ............................... 9 7.0 STRATEGIC BRAND POSITIONING ......................................................................................... 9 8.0 CREATIVE STRATEGY .............................................................................................................. 10 9.0 CREATIVE IMPLEMENTATION ................................................................................................ 11 9.1 CONCEPTS AND STORYBOARDS ................................................................................................ 11 9.2 PRINT LAYOUT ............................................................................................................................ 11 9.3 CAMPAIGN EXTENSION CONSIDERATIONS .................................................................................. 12 10. INTEGRATED COMMUNICATION PLAN ............................................................................... 12 10.1 CHANNELS, TACTICS, COST .................................................................................................... 12 10.2 TIMING/ACTIVITY GRID/SCHEDULING ...................................................................................... 13 11. EVALUATION FOR ADVERTISING PLAN ............................................................................. 13 12. BUDGET SUMMARY .................................................................................................................. 14 13. TEAM CREDENTIALS ................................................................................................................ 16 APPENDIX ........................................................................................................................................... 17

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1.0 Executive Summary
The objective of this integrated marketing communication (IMC) plan for brother printer is aiming to improve the brand awareness and brand recognition by applying story-board media, print media, and out-of-home media, together with other promotional strategies. The campaign—―What Frustrates You?” intends to build up the emotional relationship between Brother and customers by positioning Brother printer as a solution for their problems they have dealt with their previous printers. By doing so, we are willing to strengthen Brother as a reliable brand that provides extra customer value of the same features with other similar printer brands. Three approaches – rational appeal, emotional appeal, and humour appeal will dedicate into the main Ads. The IMC campaign will start from teaser Ads which intends to generate audiences’ attention and curiosities at first, following by the pivotal media Ads which plan to inform and educate the audiences, then with other promotional arrangements such as sweepstake, sales rebates/discounts, direct mail, internet Ads. at the end to achieve the Brother’s overall marketing objectives.

2.0 The Client Brief
2.1 Category, Product and Brand information
(Refer to Appendix A for Brother products categories) Brother International Corporation (Canada) Ltd. markets a range of business machine products known for their originality and creativity. Brother’s key products include printers; fax multifunction, labeling, and document finishing work group solutions for enterprises of any size. Brother also markets a wide range of home and industrial sewing machines. 1 Brother Canada was established in February 1960 and is headquartered in Dollard-des-Ormeaux, Québec. Brother Canada provides sales, marketing, technical support, warehousing and distribution for all our Canadian customers. 2

2.2 Brand Positioning
Brother positions itself as a ―reliable brand‖ which aiming to provide the superior value to all its customers quickly by offering innovation, unique, self-developed technologies and state-of-the-art and global product manufacturing 3 Throughout Brother International Corporation’s business activities, they follow the motto "At Your Side," illustrating the company’s customer-first mentality while supporting it with their range of products and services.

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“About us.” http://www.brother.ca/en/company/index.asp (Retrieved on Mar. 22, 2008) Ibid. 3 “Message from the Management.” http://www.brother.com/corporate/en/message/index.html (Retrieved on Mar. 22, 2008)

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2.3 Corporate Mission
Through using its ―unique, self-developed technologies and state-of-the-art, global product manufacturing, the Brother Group will fulfill its corporate mission - to provide superior value to all its customers quickly.‖4 Brother is devoted to a customer oriented approach to its business, and they are consistently striving to ―…exceed stakeholders’ expectations, and to retain its employees’ pride. Above all, they are aiming to keep Brother a brand that inspires confidence from, and is valued by, our customers worldwide.‖5

2.4 Business Goals
(Refer to Appendix B --Brother Global Vision 21) Brother has developed a road map that consists of a set of goals that will allow for the fulfillment of Global Vision 21, the company’s mid and long-term corporate visions. This will be effective in three successive phases. Phase 1: (from FY03/2004 to FY03/2006) To become a leading global company with high profitability by achieving a balance of both sustaining high profitability and technology investment for the future.6 Phase 2: (from FY03/2007 to FY03/2008) To become a world-class manufacturer by developing outstanding proprietary technologies. Brother is willing to expand the Printing Business and build a strong positioning in the market and investments in development of new business areas at this stage.7 Phase 3: (from FY03/2009 to FY03/2012) To embody Brother's motto, "At your side," throughout corporate culture.

3.0 Situational Analysis
3.1 Market and Category Overview (Refer to Appendix C – Growth of Printing Industry)
The Canadian computer hardware market which consists of personal computers, servers, mainframes, workstations, and peripherals consistently posted moderate rates of growth throughout the 2003-2007 periods. This trend is expected to continue over

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http://www.brother.com/corporate/en/message/index.html Ibid 6 “Road Map for achieving of Global Vision 21.” http://www.brother.com/corporate/en/vision/index.html. (retrieved on Mar. 22, 2008) 7 “Road Map for achieving of Global Vision 21.” http://www.brother.com/corporate/en/vision/index.html. (retrieved on Mar. 22, 2008)

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the forthcoming five years. 8 Within computer peripherals, printing market keeps increasing from 2001 to 2006. Printing volume grew by 31.5% and printing value grew by 7.6% in 2006.9 The printing market is highly concentrated which represents the major players hold the largest market share such as HP, Lexmark, Epson, Xerox, Acer, and Canon. Commoditization and innovation are two trends in this industry which both driven by price competition. Major end-users are consumers and business. Advertising is widely used in this industry, especially to reach consumers and business IT manager. Magazine advertising is common. Internet advertising has also become important.10

3.2 SWOT Analysis (Refer to Appendix D – SWOT analysis)
Strengths: Wireless printer technology Varity of product lines  Brand recognition  Various partner networks  Online customer service support  Competitive prices  Product warranty available  Existing loyal customers Opportunities:
    

Weaknesses:
  

Relatively limited product lines Relatively low financial budget for advertising Low brand image

Threats:
   

Growing market demand Changing consumers Technology innovation

Low brand awareness Low market share Reputation of bring ―flimsy‖11 Intense competition

4.0 Communication Analysis
4.1 Competitive Analysis
There are five major competitors competing at different aspects and level in printing industry which are HP, Canon, Dell, Epson, and Xerox. Competition in printing industry is relatively fierce than other industries according to its technology advances, changing customers requirements, customer services demand, and brand image affects. Manufacturers have to adapt to technology transformation and consumers’ satisfaction
“Market Analysis” p8. Computer Hardware in Canada-Industry Profile. Datamonitor (Feb.2008). http://dbic.datamonitor.com.ezproxy.library.yorku.ca/countries/country/?gid=Canada (Retrieved on Feb. 13, 2008 York University) 9 GMID - Global Market Information Database http://www.portal.euromonitor.com.ezproxy.library.yorku.ca/portal/server.pt?control=SetCommunity&CommunityID=207& PageID=720&cached=false&space=CommunityPage (Feb.13,2008 York University) 10 “Sales and marketing”. Industry profile: Industry Overview. Hoovers. http://premium.hoovers.com.ezproxy.library.yorku.ca/subscribe/ind/fr/profile/basic.xhtml?ID=212 (Feb.13,2008 York University) 11 http://www.ciao.co.uk/Reviews/Brother_DCP_115C_Printer__6493444 (retrieved on Feb.13, 2008)
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Its famous model is based on online selling and customization for separate and particular needs of its customers. Brother. with experience at the end.precision products. On the other side. HPS.markline. Radio Television Magazines Newspapers Retail Catalogues Transit Ads Radio Television Magazines Retail Catalogues  Television  Magazines Dell       Radio Television Magazines Newspapers Transit Ads Online Ads 12 www.electronic devices . Even though Xerox has tried to shift its target over the last few years. to inform and educate customers at early stage is pivotal for a corporation’s communication objectives. Epson specialized in printers.to improve and/or maintain their market share and market revenues. HP Communication Vehicle  Radio  Television  Magazines  Newspapers  Retail Catalogues  Transit Ads Canon           Epson Xerox Three business segments: . (Refer to Appendix E – Competitors information) Competitor12 Target Market & Segmentation Divides its clients into seven segments: -Enterprise storage and servers (ESS) -HP services (HPS) . Customers are easily be influenced by others and/or brand image. They most likely to get to know and understand first. It positioned itself so well that most individuals use the term ―Xerox it‖ for photocopying a project or paper. and home office consumers. . and software segments of business into Technology services group (TSG) Consumer Packaged Goods: -Target everyone from home office to large corporate enterprises and individual home users. is directing to provide solution for home. Brother is the one who put customers at first with sufficient and efficient services through its own hotline and websupport services. home business. thus targeting for home office and corporate office as a reliable and high quality printers.Software -Imaging and printing -Personal systems group (PSG) group (IPG) -HP financial services (HPFS) and corporate investments. Dell has always targeted a younger audience including students and home users.The company combines ESS. customers in printing Industry are prone to experience the response process (cognitive -> conative-> affective). with innovative technology. it has always been known as ―the‖ office printer/photocopier.information-related equipment . followed by decision of purchase. Therefore.com 6 . Differently from other competitors. HP started in printers and thus is known for them Tthree main segments: -business machines -cameras -optical and other products.

earns around $60.4. b. Promotion. Popular Price Points. Positioning.1Objectives of Product.  Achievers and strivers  Middle class.offer a high quality product which is backed by their certificates of quality.0 Marketing objectives and Strategies Overall Objective: Develop the Brother brand and foster customer service at all levels of the organization.Brother offers different price points according to the type of consumer they are aiming the product at. They are price-conscious.000 a year Demographics Stage  Residence tenure  Marital Status  Personality Psychographic  Lifestyle  Values  Social Class 5. Main strategies: Quality Strategies which allows Brother Canada to ensure and improve their products to meet the needs and the expectations of being innovative products and services  Environmentally Friendly Strategy which achieved through Brother’s 5R environment concept by working in harmony with the environment Price Objective: Quality Leadership Main strategies: Value based Pricing which based on effective vale to the customer relative  to the alternative products. Psychological Pricing a. 5.2 Target Market Analysis Main Dimension Geographic Segmentation Variables  Region  Gender  Age  Life   Target Market Toronto Vancouver  Male and Female  25-49  Small business owners/ Home office owners  Mortgage payers  Married with Children  Family oriented  Enjoys family-oriented activities like camping and eating out. Price.Brother positions itself to be a quality leader. Distribution  Product Objectives: to be innovative and ensure high product quality and be eco friendly. 7 .

zipmath. harder to maintain brand loyalty.com/SL/slm. Also their ads focus on a key aspect of their products which is they as easy to use and user friendly. Retailers include Future Shop.2 Barriers to Meeting Goals Barrier 1: High competition in the printer and printer accessories marketHP/Epson/Lexmark/Acer/Xerox. They also aid in their own publicity by sharing articles that have been printed on them that shows them in the good limelight on the organization and products they have. Sales Promotion: Mainly seen on their website where they offer discount coupons and mail in rebates on various products that they carry.Promotional Discounts: to stimulate sales of products in the short term  13 Promotion Advertising: Brother Canada uses print. There is a large focus on their 5R concept. Grand & Toy.about.a large range of brands of same product with different features available to the consumer. Internet/Interactive Marketing: Brother Canada website is the main resource on its products. Also done through retailers.the main message is ―Brother.  Distribution Selective Distribution: Brother Canada distributes the printers and printer accessories through selected retailers/ big box stores and through the internet. and Office Depot.com/od/salesmarketing/a/pricingstrategy_2. offer discounts off the regular price. by having aids on searching for products and information on the products. it provides information on the products they carry special promotions on those products and lets one also purchase products.  Barrier 2: Low differentiation between competitors. With low differentiation consumers are more likely to switch more. But Brother Canada website also provides personal selling in a way which related back to interactive marketing as well. Personal Selling: This is done at retailers or big box stores such as Future shop and Staples where the sales staff would provide information on the product. Through advertising they use message and media strategy. of their credentials and achievements and what their overall objectives are.htm http://www. which shows the organization of being eco friendly and this also includes their products such as printers and printer accessories. radio and television ads to promote their products.cgi?LOC_P|L6R2N6|ON|10|100_2|5|www. Staples.there is low differentiation between printers as they perform one main function which is print. on your side‖ and this can be seen on their website and their print ads. 13 14 http://entrepreneurs.brother. PR/Publicity: Main PR is done through their website as it shares an overview of the company.14  5.ca/en3| 8 . Best Buy.

The overall goal of this IMC campaign is to increase Brother’s brand awareness and brand recognition through TV. Out of home advertising. Product: Brother Printer Time Period: one year Behavioural Objectives Trial Objective: Obtain trial among 20% of the target audience. Simple message. direct mail and internet marketing in one year period.  Purchase-related behaviour: Provide and communicate information about the features and benefits through advertising and promotion. sales promotion.direct mail and web Post-Purchase Evaluation 7. There are two main factors that Brother Canada would focus on in the new campaign. Radio.6. therefore. Following are the specific behavioural and communication objectives that are willing to be achieved through this IMC campaign. One is to convince people with home offices that printers and printer supplies which are a key to the office do not have to be over the top expensive to be good. that there are affordable products that 9 . Use repetitive advertising in TV. magazines.  Brand attitude: Create interest in the brand among 80% of target audience  Brand purchase intention: generate purchase intention among 20% of target audience Objectives through different stages of the decision making process Need Recognition Information Search Brand awarenessTV Brand attitudePrint and Web Alternative Evaluation Brand attitudePrint and Web Purchase Decision Brand purchase intention. Use price-off and coupons along with advertising and promotion.0 Strategic Brand Positioning (Refer to Appendix G – Brother and competitors positioning strategy) The main market positioning that Brother Canada would want to pursue in the Ads campaign would be based on quality and benefits that their products can provide for the consumer which will make it better then the competitors as these are the main factors that competitors position themselves and what they must believe consumers may believe to be most important to the purchase criteria. Print.0 Integrated Communication Objectives and Strategies We apply communication objectives in our IMC plan to achieve and support Brother’s marketing objectives and avoid the problems related to sales objectives which give little guidance for planning and developing the promotional program.   Communication Objectives Brand Awareness: Create awareness among 80% of target audience. achieving its market share and market revenue.

Brother Canada has 3 main factors that it will position itself on:    Benefit – easy to use. emotional appeal. reliable and environmentally friendly. and solution to the various frustration/problems that aroused from other better known brands of printers. in a way creating a matrix that every factor is important to one another and that each factor creates another benefit for the consumer. a sense of quality is made which is a huge factor for Brother. showcasing that Brother products are a well rounded product.still have high quality. with competitor positioning Brother in a very subtle was will imply how other brands (with no mention of any names) are not easy to use but rather frustrating which in turn will show that they are not reliable. and convince them that Brother is a reliable brand of printer to all their needs for printing at home. whether its ease-of-use. Another focus is to provide products that are reliable and simplistic to use. With using benefit positioning. consumers will start to see Brother Canada as a premium solution which uses quality attributes to provide the best results but still cost efficient. simplicity. which then can be limited to their needs and concerns.not going to mention the exact competitors in ads but will have a subtle comparison Brother Canada will use Benefit Positioning as this is the best way for them to answer consumer questions. Message Appeal: Rational appeal. Lastly. Advertising & Promotion.0 Creative Strategy Creative Theme: Ads will target family business professionals. By following the benefit positioning. Pages 120-129 10 . This perceived value should be derived from pre-purchase and post purchase service provided by the various retailers and via the Brother website which will also offer consumers of Brother products not only to be known as consumers but also to be part of the Brother community. Textbook. Brother Canada will aspire to be that solution. When future consumers are thinking of a solution for their basic printing needs for their home office or corporate.15 8. therefore affordable. What ends up happening with these factors of brand positioning is they all link to one another. Source Characteristics: Applying familiarity 15 Belch. humour appeal. The main attributes and benefits for Brother will be reliability of the brand and product and the simplicity or ease of use which is to be linked to quality and last of that it is cost efficient. Guolla. so quality will be expressed as superior compared to their competitors. As well. with the tag line ―At your side‖ there is a focus of community building for Brother products users and that there is a support system for consumers.has a high quality product that is dependable (linked with benefit) but still affordable Competitor. These consumers should know the benefits of Brother Canada’s. Belch. Quality/Price.

The second print advertisement ―Frustration 36. The two children run upstairs to their parents’ room armed with a bat and a teddy bear only to find a malfunctioning printer that is making a lot of noise instead of a noisy supernatural creature. The consumer insight is that the printing malfunctions that usually occur for them can be resolved by using a more reliable and easier to operate printer and that Brother is that printer company that can offer them the solution..1 Concepts and Storyboards (Refer to Appendix H – storyboard and Print layout ) The storyboard is basically about a typical suburban family whose household gets woken up one night by a strange commotion. The consumer insight is having that it would be great to have a printer that actually functions on queue and does not act up when in the most unexpected moments. 9.. printers can be too‖ and this is the slice of life that the ad is trying to communicate with the torn paper image. Following the first ad’s format the ad also includes a product shot. the campaign website and the contest offer for consumers. The consumer insight for this ad is again similar to the previous in that as a consumer the problems that printers make to complicate life can be solved with a printer that is reliable and will not ruin the things that the consumer wants to print.The Ink Splatter‖ follows a similar format but is meant to be more humorous.2 Print Layout The print advertisements will continue to follow the ―Frustrated?‖ teaser format in a similar style. a strange and supernatural man pops out of nowhere and startles the parents by making uninvited noise. The parents freak out and this woke up the kids. The body copy is short but is a general informative statement that reveals that while printers can be frustrating.9. The first ad ―Frustration 7. The ad also has a product shot and includes the campaigns website www. Brother Printers are reliable and easy to use and are the solution to the printing problems for consumers. The subhead explains briefly the actual humour that the ad is depicting by telling the reader that the picture was printed but the ink splatter ruined the photo and did so in a way that would make others feel uncomfortable or laugh at the image. 11 .The Paper Jam‖ is an interesting take on what consumers often have to deal with when there paper jams in their computer and they have to pull it out which usually results in the paper being crumpled and torn. The ad’s then will expand into revealing that Brother Printers is the solution to the consumers printing frustrations. The concepts of this storyboard highlights the problem with most printers sold in the market today – to bother people when they least expect it. The body text is also much simpler than the previous ad but still discusses that Brother Printers can solve printer problems because it is easy to use and reliable.The headline’s of the ad’s announce that the ad’s are one of many frustrations of printing as it is numbered and titled with the particular frustration that will be demonstrated in the ad. The headline again announces the particular frustration involved and then the picture depicts in a humorous way the frustration of an ink splatter. From the master’s bedroom.com where consumers are informed that if they share their printer ―horror‖ stories then they enter themselves into a contest for a free Brother printer or grand prize of $10. The subhead announces what the ad is about ―Life is frustrating.0 Creative Implementation 9.whatfrustratesyou.000.

– Sep.000 viewers -1. 6 x All Night Show.08 $ 34.08 – June. 3 x Drive Home Rotation.185. Cost (Refer to Appendix I – Integrated Communication Plan ) Media Type Outdoor -Billboard -Bus Shelter Transit -Subway Cars -Buses Out of Home Ads.5 FM) -CHUM FM (104.015 Circulation: 83.Sep.595 $ 108.08 Sept – Dec. 8pm – 1am. Monday to Sunday -8 issues . 3xMidday10am – 3pm. and different media usage when we make the IMC campaign in Montreal.Macleans -Time -$10.9.09 -Jan.09 -Sep.000 -1.017 -8 x $0. – Dec.547. 1am to 5am.9 (99.430 Reach: 525 -10months -660 Panels Local TV network -CTV Ontario Evening News -Celebrity Apprentice -CFRB News Talk 1010 (1010 AM) -680 News (680 AM) -Jack FM (92.1/week .08 Aug – Sept.144 Frequency: 90 commercials / week Teaser: 90 x 4 weeks = 360 Standard: 90 x 16 weeks = 1440 . 10.384 -4 months .3 issues -8 issues . 08(Teaser) .560 panels -238 panels .5 FM) -Mix 99.09 -Aug.350 -N/A -50 GRPs -4 weeks -4 weeks -1. 382.08 – June09 12 .Vertical Subway Poster Media Vehicle -CBS: Poster -Pattison: Spectacular -CBS: Bus Shelter -CBS: TTC Interior -CBS: TTC Seventies Cost $ 182.9 issues Radio -$18. – Apr.1 Channels. 5am – 10am.1/day -10 months 30 seconds .120 $ 77.4 months Consumer Magazine CPM: -8x $0.08 Aug – Sep.012 -9x $0.255 Daily GRPs -25 GRPs -N/A -25 GRPs Duration -4 weeks -4 weeks -4 weeks # of Faces/ Panels -91 faces -3 faces -104 panels Scheduling Aug – Sept. language preference.08 –July. 296. 3pm – 8pm.000. 3 x Evening Rotation.890. .175 $ 68.016 -3x $0. design of media.08t Aug – Sept.3 Campaign extension considerations We have to consider the campaign structure.000. Tactics.4 months . Integrated Communication Plan 10.4 weeks (Teaser) -3*breakfast.CBS: TTC Subway $ 58. 231.3 months -4 months -4 months Sep.000 -$20.9 FM) -Canadian Business Magazine -ROB Magazine .08 Flight From Dec.000 viewers .08 July – Aug.

The method for this will be the sending of test magazines to participant’s homes which will have a sample size of 150 per each geographic target market. This sample size will 13 . Evaluation for Advertising Plan The main measures of effectiveness which will be used are pre-test. Post-Testing The post-test for the campaign will all be field tests since this method will be able to capture people in their naturally occurring space and their reactions will be more realistic and valuable for evaluating the campaign and its success. This will help us test for brand positioning. Nov. utilizing the lab and field test methods.10. Feb. Apr. This is important because if consumers don’t recognize Brother as a solution to their everyday printing problems then the brand will not register with them and the campaign will not be successful in increasing brand awareness. Mar. meaning are the ads from the teasers right through to the finished ad’s communicating frustration with printers. Dec. Pre-Testing Beginning with the pre-testing. The recall test allows for us to test the effectiveness of an ad and if people have understood the message being delivered. The limitations for this measurement is that we will be unsure if people have understood our message and reacted to the ad or just reacted to the contest offers.  Finished Print Advertisement in Magazines The inquiry test which evaluates how many people visit the main website and the campaign micro-site as well as how many people have participated in telling their stories and how many have purchases a Brother Printer and entered themselves into the grand prize contest. May June 11.2 Timing/Activity Grid/Scheduling Media Teaser Ads Radio TV commercial Magazine Out-of-Home Ads Microsite Sweepstakes July Aug. Jan. which are home and home-office users. The obvious audience in these focus groups will be the intended target audience for the campaign. The focus group format will be utilized for its ability to gather qualitative feedback that can provide insights into how consumers perceive the ads and what alternatives they can suggest to best attract their attention in each execution. and post-test. Oct. Sep. The purpose for testing the creative strategy is to find out if consumers understand the ―Frustrated?‖ campaign in all its formats. This will fall under concept testing which is a lab methodology. the campaign will need a creative strategy test because the campaign is new and is different than the usual advertising that Brother does in its advertising.

The agency remuneration is based on commission system (15%) negotiated with the client. The respondents will be asked to read the magazine by a certain date and then they will receive a phone call after this date which will inquire about their impressions of the ad and what main message did they perceive from the ad. As well as to see if the brand positioning that is being implemented and the message being employed is getting across to the target market as intended. This test allows us to measure consumer’s evaluations of the ad’s and how well they understand the creative idea and message that Brother Printer’s is trying to position it on. . Detailed costs that allocate to the different media are listed below: 14 . recall. E-mail surveys will be sent out with question inquiring about customer’s impressions of the ads and what they have taken from the ads and their overall evaluation of the ads.000.come from our database of consumers that have accessed the micro-site.935.  Finished TV Advertisements The inquiry test will again be utilized with measuring the response of people who visit the micro site and main site after the TV ads are released and then this will also be supplying the participants for other tests in the study.198 which includes media cost of $4. the main goal of these tests for the promotional tests is to assess how consumers perceive the brand before and after the ad campaign is launched.375. The comprehensive measures and it will be copy testing which is a type of focus group but in a field test way. and attitudes towards the ads and the brand.263. Here consumers will be given a tape of the ad and then contacted after (the next day) and asked about their opinion on the ads and their evaluation of the ad. Overall. We then can assess the awareness. The final test for television ads will be the tracking studies test. We can assess the current campaign and its effectiveness and make any changes required that may be needed for future campaigns. 12. creative production cost of $ 25. Budget Summary The entire campaign cost will be $5.044. and agency remuneration of 643. A sample of 250 to 500 people taken from our database on the micro-site.

160 $1. Oct.400 $327.430 Subtotal: $58.576 $72.144 $18.510 Subtotal Microsite Sweepstake $982.576 $72.260 Magazine $138.175 $34.595 CBS: Bus Shelter Sep.000.600 $72.5 FM 99.144 $18. Nov.576 $72.000 Celebrity Apprentice $400.495 Teaser Ads CBS: Poster CBS: TTC Interior CBS: TTC Seventies Subtotal: Out of Home Ads CBS: TTC Subway $58.120 $77.5 FM Subtotal TV CTV Local Evening News $2. Jan.255 $182.9 FM 104.000 Subtotal $2.576 $72. Feb. Dec.990 $322. May June $108.375. Mar.000 Canadian Business Magazine ROB Mclane Time $193.250 $10.144 $453.430 1010 AM 680 AM Radio $18. $68.576 92.350 $470. Apr.144 $18.144 $18.000 Subtotal Subtotal Total Cost: $4.Media July Pattison: Spectacula Aug.935 15 .400.

creating. account service team aims to build and coordinate a good relationship with our clients. including planning. communications. and selecting media.13. President Shane VP Creative Service Beibei VP Account Services Kiran VP Marketing Service Tom VP Managem ent Service Research Accounting Writers Art directors Account Supervision Media Sales Promotion Finance Ingrid Print Production Viktor TV Production Leo Account Executive 16 . marketing service team intends to provide different marketing promotional strategies. Our experts are cooperated and dedicated to provide the best services for our clients. and producing the advertising. Specific role of different staff are showed in the following chart. Team Credentials As a full-service agency. and promotions services. We have creative team which provide the creative strategy to our clients. performing research. management and finance team that assists to manage and audit the whole service involved with clients. we offer our clients a full rage of marketing.

Appendix Laser Printers Brother has a wide range of high performance quality laser printers for personal home use. sergers. The range includes plain P-touch® Labellers The Brother P-touch® electronic labellers are perfect for creating instant laminated labels. sewing accessories Typewriters Brother’s typewriter is ideal for formatting and typing text on pre-printed material Appendix A .Bother Product Categories Appendix B – Brother Global Vision 21 17 . Brother's laminated Sewing & Embroidery Brother is a leading manufacturer of domestic sewing and embroidery machines. office workgroups Multi-Function Centers Brother's award winning range of MultiFunction Centers can combine any combination of features including Fax Machines Brother has one of the most extensive lines of quality facsimile machines.

"At your side." http://www. Brother will flexibly react to various changes. and services." throughout our corporate culture Brother will foster a customer-first corporate culture in all the stages of our operations.brother. the customer comes first in all of our activities and in many ways. by developing outstanding proprietary core technologies and acquiring patents. including product planning. development. Moreover.com/corporate/en/vision/index. Brother is a company that provides good values obviously to our ―existing‖ customers but also to potential ―future‖ customers.html Appendix C – Growth of Printing Industry 18 . sales. We will also establish a highly profitable and solid financial strength. Global Vision 21(GV21) is the mid-to-long-term vision of the Brother Group that was adopted in FY2003 based on this line of thought. but also in our way of thinking. design. To embody Brother's motto. Our goal is to ensure the customer perception that Brother is a "reliable brand. manufacturing. To become a world-class manufacturer by developing outstanding proprietary technologies Brother will push forward manufacturing of unique and original products based on the customer-first standpoint.As an organization that does business on a global scale. and keep evolving swiftly. Three goals to achieving Global Vision 21 To become a leading global company with high profitability While promoting globalization not only in the scale of the business.

7 Sources: Consumer Electronics: Euromonitor from trade sources/nation GMID .099.2 Volume '000 units Printing Retail Value RSP – C$ mn 498.euromonitor.6 2.ezproxy.596.000.699.pt?control=SetCommuni ty&CommunityID=207&PageID=720&cached=false&space=CommunityPage (Feb.8 507.799.8 1.0 2.7 1.834.library.portal.com.9 1.0 503.Global Market Information Database al statistics http://www.5 502.2001 Printing Retail 2002 2003 2004 2005 2006 1.2008 York University) Appendix D 19 .2 531.4 536.13.ca/portal/server.yorku.

Brother MFC-210C Color Inkjet Multifunction Printer One of Brother’s ever-reliable multi-purpose machines.200 dpi resolution. this printer works as a printer. scanner. With print speeds varying from 20ppm to 15ppm for black and color printouts and 6.com/brother-printer-ink-cartridges-articles/popularbrother-printer-models-cartridges/ (2/12/08) 2. Below are some of the most popular Brother Printer models and cartridges you can choose from: 3.Most Popular Brother Printer Models & Brother Cartridges Brothers Printers have long been considered as a pioneer in the printer industry. Brothers is certainly one of the best printer brands out in the market today. there is one advantage that clearly sets Brother apart from other manufacturers: the plenitude of choices.1. this printer only weighs 24. There are several advantages to choosing Brother for your printer needs like its state-of-the art printer technology.P. Even with all its functions. and excellent support service. the MFC-210C is the ultimate printing machine.5 inches. 4. xD-Picture Card. It can hold up to 100 sheets in its loading tray and can even do borderless printing for every standard photo sizes. and memory sticks. SmartMedia. Brother Partner Network         Partner Network D&H Ingram Micro Ink Quest / JCMD InterAD Weston Randmar S. and fax machine in one. Brother HL-1440 Printer 20 . copier. Brother MFC440CN Multifunction Color Inkjet Another of Brother’s multipurpose machines. reputation for quality and reliability.printcountry.2 pounds. But aside from these advantages. It can also accommodate different media like CompactFlash. It can accommodate papers of varying lengths and widths with a maximum of 14 inches and 8. With the many awards and accolades that it has received. Richards Synnex Canada Taknology Canada http://printerinkcartridges. Secure Digital. 5. the MFC440CN color inkjet printer is set apart from the competition with its engineered features like an auto-document feeder and stand-alone faxing. respectively. making it one of the lightest multipurpose machines around.000 x 1.

7 Brother Cartridges The Brother TN350 toner cartridge works well with Brother printers. this printer is compatible with either Windows or Mac operating systems. higher print resolution. Excellent choices for toner cartridges under the Brother brand are TN-460. 6. Brother HL-2040 Printer Engineered specifically for home use.Touted as the ideal printer for home and office use. TN-430. this printer is compact and can be placed conveniently anywhere inside the average home office. respectively. and more competent user support than its predecessor HL-1240. This printer also offers connections like parallel ports and USB drives. Brother HL-1440 printer provides faster printing speeds. Designed with space-saving in mind. It also incorporates cutting-edge Shockwave Print Management System that uses an easy interface for direct operation. upgraded memory. and DR400. Appendix E – Competitors Information 21 . This printer also offers a 250-sheet loading tray to reduce the need for paper refills and save time. Although most Brother toner cartridges work well with Brother’s printers. it’s best to inquire about which cartridge suit a particular printer best.

198 million in fiscal year 2006. intense competition could lead to pricing pressures and loss of market share. and steppers.3% over 2005.1 million) during the fiscal year ended December 2006. The company recorded revenues of $91. an increase of 21. Canon Canon is a manufacturer of plain paper copying machines. and employs about 118. technologies.5% over 2005.Packard HP is a provider of personal computing and other access devices.5 million) during fiscal year 2006. The operating profit of the company was $6. It is headquartered in Tokyo. The company primarily operates in Europe and the US.6% over 2005.658 million during the fiscal year ended October 2006. The net profit was JPY455. bubble jet printers.033 million (approximately $6. including enterprise storage and servers. as compared to the net profit of 22 . technology services and software products. However.8 million) in fiscal year 2006. The operating profit of the company was JPY707. cameras.748. The net profit was $6. Strengths  Strong brand image  Strong financial performance  Robust R&D capabilities Weaknesses  Sluggish growth in sales of office imaging products  Litigation issues  High dependence on Hewlett-Packard Opportunities Threats  Opportunities in medical-related fields  Intense competition and digital commercial printing  Evolving trends  New display businesses  Risks of international operations  Growing market for digital photography and LCD products  Hewlett.080. It is headquartered in Palo Alto. and optical and other products. an increase of 18. printing media and scanning devices. Japan.325 million (approximately $3. Canon has three main business product groups: business machines. and imaging and printing products including consumer and commercial printer hardware printing supplies. an increase of 10.809 million during fiscal year 2006. The company offers technology solutions.7% over 2005.500 people. The company has a strong brand image. California and employs about 156.156. The company primarily operates in the US. personal systems including commercial personal computers (PCs). The company recorded revenues of JPY4. small and medium-sized businesses (SMBs) and large enterprises. Hewlett-Packard has a strong market position in most of its product segments. laser beam printers. which provides it with an edge over its competitors. an increase of 5. solutions and services to individual consumers. consumer PCs and workstations among others.000 people.7% over 2005.915. cameras.759 million (approximately $35. an increase of 84. digital multifunction devices.

It designs. servers. The net profit was $2. distribution and range of products.179 million during fiscal year 2007. printers and other products. Texas and employs about 66. The company has a leading market position in the global PC market in terms of shipments.095 million during the fiscal year ended February 2007. The company faces intense competition across all business segments in terms of price. and services a range of computer systems. a platform from which it could launch a campaign for regaining the global market leadership in the PC segment. a decrease of 33. However. Dell segments itself as a complete customization company that offers many variations in specific orders with reliable products and quick speed in distributing their products.000 people. an increase of 2.398 million in 2005.1% over 2006. The operating profit of the company was $3. and services personal computers. It is headquartered in Round Rock. Strengths  Strong market position  Growing presence in India and China  Wide product portfolio Opportunities Weaknesses  Weak internal controls  Product recalls  Relatively weak customer service Threats 23 . reputation. markets.$2. Dell continues to have a strong market position in the computer hardware segment. intense competition in the PC industry could further erode the company's margins and reduce its market share. Despite ceding market share to Hewlett-Packard Company in the recent past.614 million in fiscal year 2007.6% over 2006. technology. quality. manufactures. The company recorded revenues of $57.7% over 2006. Hewlett-Packard wrested market leadership from Dell in the global PC market in the third quarter of 2006 and managed to sustain it in the fourth quarter of 2006. manufactures. brand. develops. a decrease of 31. Strong market position in select market segments enhances the brand image of the company and provides economies of scale in procurement. Strengths  Strong market position  Robust balance sheet  High brand equity Opportunities  IT initiatives  Opportunities in BRIC countries  Opportunities in imaging and printing Weaknesses  Weak internal controls  Lack of in-house management consulting division  Flat R&D spending Threats  Intense competition  Supply disruptions and product recalls  Dell Dell is one of the world's largest suppliers of personal computers and related products. Stiff competition could adversely affect the company's revenues and profitability. markets. Dell develops. The company primarily operates in the Americas.

printers.121. which provides it with stable revenues and enhanced band image. However. as compared to the net loss of JPY17.4 million) in 2006. The operating profit of the company was JPY50.6% over 2006.094 million (approximately $60. The net loss was JPY7. support and supplies such as toner.032 million (approximately $12.416. laser and solid ink network printers. an increase of 95. and other document systems. digital presses and book factories.9 million) during fiscal year 2007.7 million) in fiscal year 2007. The company primarily operates in Japan. multifunction devices. visual instruments and PC related portable components.343 million (approximately $430. Digital systems include: color as well as black-and-white printing and publishing systems. Strengths  Strong market position  Extensive global reach  Focus on research and development Opportunities  Restructuring reforms  Growing projector markets  Asian semiconductor market Weaknesses  Poor returns  Declining Margins  Weak performance of electronic devices segment Threats  Dependence on third party suppliers  Short life cycle of the products  Environmental regulation  Xerox Xerox is a supplier of photocopiers. a decrease of 8. paper and ink. The company recorded revenues of JPY1. It also offers document management services and customized solutions. It is headquartered in Nagano.000 people.917 (approximately $153.2 million) during the fiscal year ended March 2007. Japan and employs about 88. The company has strong market position in the select markets like projector and LCD display. Xerox also offers associated software. dependence on third party suppliers with out long term agreements increases the risk of affecting the business operations during situations of increasing demand. The company provides one of the document industry's broadest portfolio of offerings.4% over 2006. The company primarily 24 . copiers and fax machines.Increasing demand for mobility products  Positive outlook for online sales  Growing Indian internet market  Intense competition Economic slowdown in -US and Euro zone  Commoditization of PCs    Epson Epson is engaged in developing and manufacturing of printers.

Xerox's research and development focus is primarily on the development of highend business applications to drive the new business of printing. Connecticut and employs about 54.brother.895 million during the fiscal year ended December 2006. Intense competition.operates in the US. an increase of 23. and lower-cost platforms and customer productivity enablers. It is headquartered in Stamford. Strong brand image provides Xerox an edge over its competitors.210 million in fiscal year 2006. Xerox has a strong brand image and its name has become synonymous with the term 'photocopying'. The company recorded revenues of $15.9% over 2005. a decrease of 4. an increase of 1.7% over 2005. extending color capabilities. The operating profit of the company was $1.ca/en/compnay/certifiicates 25 . The net profit was $1. Strengths  Strong brand image  Strong R&D capability  Wide product portfolio Weaknesses  Weak financial performance  High dependence upon mature markets  High dependence on third parties  Litigations Opportunities Threats  Acquisitions of Amici and XMPie  Intense competition  Expansion in small and midsized  International business risk business markets  Color peripherals market Appendix F – Brother Marketing Objectives I. Some of the reasons for the declining operating profit are the following: higher bad debt expense. no gain related to the sale of Integic in 2005. Reference: www. increased non financing interest expense. however. Products Brother Canada is certified ISO 9001:2000 standard by Moody International who is the world leading register To ensure they meet these standards Brother Canada has a Quality Management System that ensures and meets the ISO 9001:2000 standards. no interest income benefit from the finalization of the 19961998 internal revenue service tax audit.000 people.2% over 2005.390 million during fiscal year 2006. could adversely affect the company's margins.

Member of the not for profit organization: Electronic Products Stewardship Canada (EPSC) which works to design and promote and implement solutions for electronic waste problem Reference: www. Recycle Reuse materials as resources.ISO 1400:2004 certified.this is the global standard for environment management .brother. it represents five environment-conscious words starting with the letter R. Reduce Reduce waste material. The "5R" Concept The 5R concept was developed by the Brother Group in Nagoya.there overall goal is to be environmentally friendly over the life of the product from beginning to end . Reuse Reuse waste material without processing.the aim of this is that they are still part of the product even at the end of the product life cycle and they are being conscious of the environment. Reform Reuse materials in a different form. and the notion of 5R is the keyword for environmental activities at Brother. Refuse Avoid purchase of environmentally burdensome materials whenever possible. Globally. Japan.2007 launched the cartridge collection programs for toner supplies recycling.Several of their products including printers and printer accessories are registered under the Energy Star program .Another goal of the company is to be eco friendly not in the way they run their operations but as well as with the products they supply to consumers and businesses. Brother Canada has launched many new environmentally friendly activities through this concept which affects the products they supply : . This is done through various ways by Brother Canada.ca/en/company/enviornemnt/ II Price 26 .

aimed at regular consumers and home office consumers 2. Under $200.aimed at business & home office consumer 3.brother. $300-$500.asp 27 .ca III. $400 and up.aimed at business consumer(Corporate/IT/Public Sector) 4 main pricing points for Multi function centers ( print/copy/scan) 1.business consumer Reference: www.home office and business consumer $500 and up.brother.home consumer and home office 2. $200-$400. Promotion Reference: http://www.home office consumer 3.3 main pricing points for their printers 1. Under $150.ca/index. $150-300.

brother.asp Appendix G – Brother and competitors positioning strategy 28 .ca/en/company/show_promos.Category Fax Machines Laser Printers Laser Printers Laser Printers Laser Printers Multi-function Centers Multi-function Centers P-touch® labellers P-touch® labellers P-touch® labellers P-touch® labellers P-touch® labellers P-touch® labellers Product FAX-1360 HL-4040CN HL-2040 HL-4050CDN HL-5250DN MFC9440CN MFC5460CN PT-80 PT-1010 PT-1280 PT-1880 PT-2700 QL-550 Start Date 02/01/2008 01/01/2008 01/01/2008 01/01/2008 02/01/2008 02/01/2008 02/01/2008 02/01/2008 02/01/2008 02/01/2008 02/01/2008 02/01/2008 02/01/2008 End Date 02/29/2008 03/31/2008 03/31/2008 03/31/2008 02/29/2008 03/31/2008 02/29/2008 02/29/2008 02/29/2008 02/29/2008 02/29/2008 02/29/2008 02/29/2008 Amount $ 20 OFF! $ 50 OFF! $ 20 OFF! $ 80 OFF! $ 60 OFF! $ 70 OFF! $ 40 OFF! $ 20 OFF! $ 25 OFF! $ 30 OFF! $ 20 OFF! $ 30 OFF! $ 50 OFF! Reference: http://www.

this is the benefit of their product.their campaign ―What do you have to say‖. (Refer to Appendix) HP.16 Their positioning is Quality positioning.com/hpinfo/newsroom/hpads/ 29 .ca/english/c-canoncaorg. And the core benefits they are focusing on are quality. Their main positioning is based on that Hp offers the technology needed for consumers business and life. Xerox.their main advertising is focused on how they provide innovative technology and services.hp. HP. Xerox.canon. The main factors these companies position themselves on are as follows Canon.their main brand position is based on how ―quality products create loyal products‖. Their main brand positioning method is Benefit Positioning. (Refer to Appendix) Dell. There does not seem to be any real focus on quality.With their ―Epsonality‖ Campaign. 17 Epson. they are using benefit positioning. as their products offer specific benefits to product users. Epson and Dell.this links to Epson having quality products that aligns to consumer needs. focuses on getting their consumer involved in with the HP brand.Main positioning is that they are helping people a better way to do their work. Their positioning is based on benefits that their products can provide for consumers.html http://www. Figure 1 High Quality Canon Brother Canada Low Benefits HP Dell High Benefits Low Quality Brand Positioning 16 17 http://www.Market Positioning There are 5 main competitors in the Canadian market and they are Canon. focusing on consumer’s creativity and linking that to finding the best printer for their needs. Main brand positioning is focused on benefit positioning which protrays that Epson is an innovative brand that is easy to use.

they want products that are reliable and simplistic to use in this already hectic technology era and they want a product that will last and live up to its promises. As well. This new campaign is to convince people with home offices that printers and printer supplies which are a key to the office do not have to be over the top expensive to be good. The main attributes and benefits for Brother will be reliability of the brand and product and the simplicity or ease of use which is to be linked to quality and last of that it is cost efficient. therefore affordable. As well Brother needs to think of what will make that happen and why Brother printers is a distinct product from the competitors. with the tag line ―At your side‖ 30 . As well another goal for Brother is to attract new consumers that one does not have to be a genius to use printers. (Figure 2 displays positioning map) Figure 2 High Reliability Brother Canada Low Quality High Quality Low Reliability The opportunities of developing an improved brand positioning decision is that Brother can maintain existing consumers and attract new consumers by showing them that reliability and quality are affordable. that they can be as easy as pressing a button. that there are affordable products that still have high quality. what makes Brother better. As well. The main focus is that when it comes to consumer’s. this positioning is still part of the existing positioning that Brother has as this campaign will continue to focus on Brother’s ―At your side‖ tag line which links to the larger emphasis on reliability (as at your side means that Brother is there when consumers need them and is something that works whenever needed) which in hopes will help portray to consumers that they are getting the value they want from the product and more and also set a competitive advantage over the competitors.There are two main factors that Brother Canada would focus on in the new campaign. From this it can be derived that the main factors that Brother will position itself on is reliability and quality. When it comes to the new campaign the main goal of Brother is to convince people that when they think of a printer or printer accessories the name that should pop into their minds is Brother.

Brother Canada will aspire to be that solution. with competitor positioning Brother in a very subtle was will imply how other brands (with no mention of any names) are not easy to use but rather frustrating which in turn will show that they are not reliable. consumers will start to see Brother Canada as a premium solution which uses quality attributes to provide the best results but still cost efficient. Advertising & Promotion.not going to mention the exact competitors in ads but will have a subtle comparison Brother Canada will use Benefit Positioning as this is the best way for them to answer consumer questions. Guolla.   Quality/Price. Lastly.18 About Xerox Canada About Xerox Canada Xerox Mission Statement Our strategic intent is to help people find better ways to do great work -. Positioning Methods Brother Canada has 3 main factors that it will position itself on:  Benefit – easy to use. With using benefit positioning. What ends up happening with these factors of brand positioning is they all link to one another. a sense of quality is made which is a huge factor for Brother.has a high quality product that is dependable (linked with benefit) but still affordable Competitor. This perceived value should be derived from pre-purchase and post purchase service provided by the various retailers and via the Brother website which will also offer consumers of Brother products not only to be known as consumers but also to be part of the Brother community. Pages 120-129 31 . When future consumers are thinking of a solution for their basic printing needs for their home office or corporate. By following the benefit positioning. These consumers should know the benefits of Brother Canada’s. in a way creating a matrix that every factor is important to one another and that each factor creates another benefit for the consumer. Belch.there is a focus of community building for Brother products users and that there is a support system for consumers.by constantly leading in document technologies. showcasing that Brother products are a well rounded product. Textbook. which then can be limited to their needs and concerns. products and services that improve 18 Belch. reliable and environmentally friendly. so quality will be expressed as superior compared to their competitors.

xerox.including color and black-and-white printers. located in Halifax. Business Xerox Corporation offers an array of innovative document solutions. It also offers associated supplies. We provide superior return to our shareholders. Calgary. Nova Scotia. Xerox Research Centre of Canada is located in the Sheridan Science and Technology Park in Mississauga. services and systems -. Reference: http://media. which is comprised of two operations: the TeleWeb Centre. Offices Xerox Canada’s head office is located at 5650 Yonge Street in Toronto.500 employees nationally and has indirectly created thousands of jobs across Canada. Xerox has a centre in Saint John. in the printing and document management industry. Additionally. We deliver quality and excellence in all we do. Edmonton and Montreal. We value and empower employees. We use technology to deliver market leadership. digital presses. New Brunswick that handles customer inquiries and calls for remote technical or on-site service from across North America. XRCC has a worldwide reputation in materials research and is home to 11 other major industrial research centers. Ontario. and the Welcome Centre. multifunction devices and digital copiers -. which focuses on sales of Xerox equipment and services. We behave responsibly as a corporate citizen. we have operated under the guidance of six core values:       We succeed through satisfied customers.ca/backgrounder/ News Release 32 . Employees Xerox Canada employs over 4. Ontario. software and support. which focuses on the delivery of technical product support.designed for offices and productionprinting environments. and The Xerox Knowledge Centre. Xerox Values Since our inception.our customers' work processes and business results. The company also maintains regional offices across Canada and in major cities such as Vancouver.

but also our individual products. ON. Epson Canada Launches Epsonality Campaign Page 2 ―Our products target a wide variety of customers ranging from the techno-savvy to the inventive type. At the core of the program is an interactive web site.‖ the new marketing approach is designed to help customers cut through the confusion of model names and specifications to determine the printer that best meets their needs by inviting them to discover their Epsonality. and ultimately. Rather than simply looking at features. Recognizing how personality relates to printing requirements. www.ca.ca PERSONALITY AND PRINTING HABITS POWER EPSON’S NEW INTERACTIVE CAMPAIGN TO MATCH INDIVIDUAL CREATIVE NEEDS WITH PRODUCTS “Epsonality” Campaign Assigns Personality Traits to Products Giving Consumers a Fun and Easy Way to Select A Printer That’s Right ForThem TORONTO.‖ said Tamara Walsh. ―We are inviting consumers to take a more active experiential role with not only the Epson brand. Epson Canada. Epsonality refers to the unique creativity in each person and matches the company’s innovative printer attributes with various personality types and printing behaviours. we want our customers to see their printer a little differently and understand how certain products best meet their needs. Called ―Epsonality. 33 . how we express ourselves. and online components in playful exchanges that reveal a consumer’s Epsonality. To discover your Epsonality please visit www. print.ca. the Epsonality site features a fun and easy interactive quiz to help consumers establish their printing personas. the web site gives the consumer the option to buy that printer. but all of our customers have a need to express their creativity. where customers ranging from business professionals to creative consumers can get information about the Epson product that best addresses their individual printing requirements. – November 22. After identifying their Epsonality. Epson Canada. today unveiled the first personality-driven approach to educating consumers how to best align their individual creativity and printing needs with the right Epson product. purchase it as a gift for someone or put it on a wish list for others to consider this holiday season. 2007 – Our personalities define who we are.epsonality. marketing manager.epsonality. For consumers who want additional help determining the right product for them. what we do.FOR IMMEDIATE RELEASE Contact: Karen Gumbs Cohn & Wolfe (416) 924-5700 x4090 karen.‖ The Epsonality brand messaging will be communicated through an integrated campaign that includes radio.gumbs@cohnwolfe.

a global manufacturer and supplier of high-quality technology products that meet customer demands for increased functionality. The company is also a leading supplier of value-added point-of-sale (POS) solutions for the retail market.jsp?BV_UseBVCookie=yes Appendix H – Storyboard and Print Layout 34 . Reference: http://www. Epson Canada Limited is a wholly-owned subsidiary of Epson America.ca/cgibin/ceStore/EditorialAllAnnouncements.S. Epson Canada Limited is headquartered in Toronto. systems integration and energy efficiency. Ontario. which is the U.. business and graphic arts markets.About Epson Canada Epson offers an extensive array of award-winning image capture and image output products for the consumer. affiliate of Japan-based Seiko Epson Corporation. compactness. Inc.epson.

The headline’s of the ad’s announce that the ad’s are one of many frustrations of printing as it is numbered and titled with the particular frustration that will be demonstrated in the ad. The decision to do this type of print ad is based on the fact that Brother’s objective for this campaign is brand awareness and to stand out from the clutter that most magazines have with advertisements Brother will have to be different.. The first ad ―Frustration 7. Vancouver. The ad’s then will expand into revealing that Brother Printers is the solution to the consumers printing frustrations. and Montreal that the campaign has targeted as being important for increasing brand awareness. The print advertisements will continue to follow the ―Frustrated?‖ teaser format in a similar style.Print Advertisements The two print advertisements for Brother Printers are magazine oriented with a both a humorous and informative format to utilize this particular media to its up most potential. The body copy is short but is a general informative statement that reveals that while printers can be frustrating. printers can be too‖ and this is the slice of life that the ad is trying to communicate with the torn paper image..The Paper Jam‖ is an interesting take on what consumers often have to deal with when there paper jams in their computer and they have to pull it out which usually results in the paper being crumpled and torn. The subhead announces what the ad is about ―Life is frustrating. The optimal form for achieving the brand awareness aspect of the campaign is to get the attention of consumers and a humorous and informative advertisement can accomplish this for Brother. Brother Printers are reliable and easy to use and are the 35 . The print campaign will take place in national magazines across Canada that reach the large markets of Toronto.

The subhead explains briefly the actual humour that the ad is depicting by telling the reader that the picture was printed but the ink splatter ruined the photo and did so in a way that would make others feel uncomfortable or laugh at the image. The ad also has a product shot and includes the campaigns website www. The second print advertisement ―Frustration 36. The consumer insight for this ad is again similar to the previous in that as a consumer the problems that printers make to complicate life can be solved with a printer that is reliable and will not ruin the things that the consumer wants to print.solution to the printing problems for consumers.000.whatfrustratesyou.The Ink Splatter‖ follows a similar format but is meant to be more humorous. The consumer insight is that the printing malfunctions that usually occur for them can be resolved by using a more reliable and easier to operate printer and that Brother is that printer company that can offer them the solution. Following the first ad’s format the ad also includes a product shot. Appendix I – Integrated Communication Plan 36 .com where consumers are informed that if they share their printer ―horror‖ stories then they enter themselves into a contest for a free Brother printer or grand prize of $10. the campaign website and the contest offer for consumers. The body text is also much simpler than the previous ad but still discusses that Brother Printers can solve printer problems because it is easy to use and reliable. The headline again announces the particular frustration involved and then the picture depicts in a humorous way the frustration of an ink splatter.

By having a bright white background and large. buses. We also plan to utilize the radio as we believe that it will provide a good geographic reach of our target audience on their daily commute to and from work during the work week. transit shelters can also reach large amounts of commuters who may commute to work by car as the ad will also be quite visible from the road due to the bright white background and clear dark blue text in the forefront. The question itself is very general and vague as it will allow for the audience member to evaluate its meaning on their own. Central Theme The central theme of the teaser campaign will be based on the same theme that will make up our IMC campaign: printer frustrations. This will include billboards being placed in hightraffic metropolitan areas such as highways which. Subway cars will also be used to display our ads as thousands of commuters utilize the subway to get to work every day of the work week. most audience members will have some sort of frustration to complain about. as it will ultimately allow the audience to determine what the ad truly means. Each teaser ad will be based on a one-word question: ―FRUSTRATED?” The vagueness of this question is intentional. This teaser campaign will commence one month prior to the launch of our actual advertising campaign. as the wait for buses amongst hundreds of commuters can add to the effectiveness of the ad while they wait for their ride. particularly 37 . transit shelters. we have strategically decided to locate/place these teaser ads in locations that may yield higher than average levels of frustration amongst our target audience members. which will also increase effectiveness of the message due to the frustrating nature of being stuck behind buses during a daily commute to or from work. dark blue text. we plan to launch a teaser campaign to generate buzz and curiosity amongst our target audience. Furthermore. Our use of radio ads will also be integrated into this campaign as well. Transit shelters will also be utilized in this campaign. Ads will also be aired during rush hour times. simple. If executed correctly. as well as enhance the probability of multiple exposures to our ads in a given day. The purpose of our teaser ads Outdoor/Transit: All of our outdoor and transit teaser ads will consist of a large headline stating ―FRUSTRATED?‖. since target audience selectivity can be effectively achieved through this medium. The campaign will see ads being executed primarily through the use of out-ofhome advertising including billboards. as well as subway cars. we hope to increase effectiveness of captivating the audience. which increase the chances of target audience members being exposed to these ads as well as the outdoor ads during their commutes to and from work. Teaser Campaign As a precursor to our IMC campaign. during rush hour can lead to increasing levels of frustration for commuters. which will essentially be used to attract the target audience’s attention as they drive past. We also plan to use the backs of buses to display our ads. Furthermore.1.

which will give the illusion that the text has been streaked by ink in the printing process. those being: 1) having ink splattered on the paper making the final few words of the solution illegible. The methods of cutting off the text for each ad will be consistent with three of the most common types of printer frustrations that are often faced by printer users. giving the illusion that the rest of the paper (solution) has been ripped off. and 3) having the last few words of the solution smudged/smeared. has been strategically cut off so that no ―real‖ solution to the frustration can be revealed. 2) portraying the event of a paper jam by having a rip down the page. The headline is in the form of a question. and is ultimately meant to provide some sort of solution to the frustration that is provoked by the headline. The concepts for these outdoor/transit teaser ads are presented as follows: Teaser Concept #1: Ink Splatter Effect 38 . The copy in each ad however.rush hour traffic in this case. basically asking if the target audience member is frustrated. The copy body just below the headline will be markedly smaller in size. but does not get into specifics on the matter.

Teaser Concept #2: Paper Jam Tear 39 .

Teaser Concept #3: Streaking Ink 40 .

Teaser Concept #4: Ad plus microsite URL 41 .

engines roaring 42 . but rather than having text from the print ads cut off.Radio: The central idea behind the outdoor/transit teasers will be translated into a verbal radio teaser ad. the verbal solution element will be inconveniently drowned/cut off by the many frustrating/irritating sounds of the road such as car horns blaring.

com This site will ultimately be the ―hub‖ of our IMC campaign.whatfrustratesyou. curiosity and buzz is born.whatfrustratesyou. the radio commercial concludes with a voice conveniently asking: ―Frustrated?‖ (Please refer to the Radio folder of the “Media File” to listen to the mp3 of this radio teaser ad) The nature of this creative idea is to ultimately ad to the frustration that the audience member may be experiencing at the time. as they will be left in the dark as to what exactly the ad is really saying or what it is really all about. as it will be the major touch point that every ad will refer to for additional information on the campaign as well as the Brother line of home-office printers. Thus. Once the sounds come to a stop.etc. www. This final week of the teaser campaign will ultimately be the transition period between the teaser campaign and our actual ad campaign.com will act as the major source for information. It is at this time that each outdoor/transit ad will be replaced by the same exact ad just with the sudden addition of a link to the IMC campaign’s microsite. The Microsite: www. as audience members will be asking themselves what the ad was really about but will have no idea how to find out since no other information will be available to them until the final week of the teaser campaign. as well as the place where our sweepstakes 43 .

). and geographic location. which will each provide visual images. This will be a good way to begin building customer relationships for future CRM initiatives. over the internet. On submission of their printer horror stories. visitors can submit their own printer horror stories and ultimately enter into the sweepstakes activities that will be taking place over the course of the IMC campaign. participants will also be asked to save the confirmation for future reference and proof of submission should their number be selected as the sweepstakes winner. visitors will receive a confirmation e-mail verifying that they have been automatically entered into the sweepstakes. and 3) be extremely easy to navigate. By providing personal information. product information and specifications pertaining to a particular printer/model. and a maximum of 3 submissions per IP address. how much they cost etc. A major tenet of our IMC campaign lies in this microsite as it is the place where individuals can submit their own ―printer horror stories‖ for their chance to win their own Brother home-office printer. visitors are asked to provide their names and to fill out their demographic information including their age. since more than one family member may submit their own personal story through the same computer. To eliminate the chance of repeat entries into the sweepstakes. It is with utmost importance that the microsite be designed and developed to: 1) maximize levels of interactivity between the viewer and the site. In this e-mail. as they have complete control over which page they wish to view at any particular 44 . as well as information on where they can be purchased. 2) Read Stories: This page allows visitors to read the printer horror stories that have been submitted by other sweepstakes entrants. These pages are briefly identified and summarized as follows: 1) Share Your Story: On this page. sex. This page will also ask the visitor to provide their e-mail address and will be asked how they found out about the website or the campaign (ie through a friend. The microsite will have five pages (not including the homepage). Upon the selection of this page. Upon submitting their stories. from ads etc. as well as other prizes which includes having their printer frustration story being used as the basis for a subsequent commercial ad. This page offers tremendous opportunity for the navigator to interact with the site. which ultimately serve their own distinct purposes. 3) Our Printers: This page will be designed essentially to inform and educate the viewer on the Brother line of home-office printers. where visitors can opt-in to receive promotional e-mails and/or newsletters for future promotional activities. Polaroid-style pop-ups will appear in the center of the screen. The page will also include an opt-in section. security measures will be taken which will include a limit of 1 entry per e-mail address. 2) create a high degree of stickiness to keep the visitor intrigued so that they stay logged on to the site longer. we can gain a better understanding of each customer and can therefore interact with them through direct marketing activities in the future. This can ultimately help us in our attempts to measure the effectiveness of our ads.will be made possible.

as well as through each of our advertisements during the campaign. 45 .000 will only be available to those who purchase a Brother printer within the time period of the campaign.whatfrustratesyou. as well as a grand prize of $10. This page will also include sections where the viewer is given the opportunity to watch some of the TV ads used in the campaign.point in time. the way in which each selected pop-up skims its way to the front of the pile creates a visually stimulating experience for the visitor which in turn enhances site stickiness. A congratulatory e-mail will then be sent to their e-mail address asking the winner to respond with their personal information as well as their confirmation number to verify their status as the true winner. This includes a brief history behind the campaign which addresses the reasons why we chose this campaign. consumers will be asked for their name. Also. or television for examples). 10 brother printers will be up for grabs in this sweepstakes activity. This sales promotion is essentially targeted towards consumers that are in their information search or evaluation of alternative stage in the decision process. one of the names on a list of participants will be selected at random to decide the winner of the grand prize. radio. and will be an effective way of inducing consumers to choose Brother Printers over those of competitors. They will then be given a confirmation code and will be told to monitor the microsite and their e-mails to see if they have won the grand prize.com) where they can learn about and enter into the sweepstakes (Please refer to any of our advertisements whether it be print. listen to mp3’s of the campaigns radio ads. At the conclusion of the campaign.000 for recent Brother Printer purchasers. as well as a brief overview of the creative ideas behind the campaign. view some of the campaigns print ads. as well as read various testimonials/editorials/publications regarding the campaign. location. Sweepstakes Our sweepstakes for this advertising campaign will offer participants the chance to win their very own Brother home-office printer courtesy of the company. The sweepstakes will be promoted through each of our IMC channels. The grand prize of $10. This aspect of the sweepstakes is a sales promotion to build demand for Brother Printers and generate higher sales volumes in a short time frame. address. 5) Tell a Friend: This page does not consist of much content. its central theme and message. but it does provide the visitor with the opportunity to e-mail a friend with a link to the site so that they can experience it and be given their own opportunity to enter into the sweepstakes. On the purchase of a Brother printer. Every ad in the campaign will provide sweepstakes information as they will direct the audience to the microsite (www. as well as their e-mail address for future promotional activities. 4) Our Campaign: The purpose of this page is to inform the visitor on the campaign itself.

Printers will be provided courtesy of Brother and will be of no cost for the company. Once the story has been submitted. Eventually consumer’s curiosity will be nourished with only half the signature frustration noise for the teaser ad followed by standard promotions for Brother and the microsite during the standard campaign. a confirmation e-mail will be sent to the participant consisting of a verification/confirmation number. Eventually TV. At the end of the advertising campaign. the participant will then be given the opportunity to enter their printer horror story onto the website. 11 lucky winners will be chosen at random and announced on the website (10 will be winners of the printers and 1 for the grand cash prize). consisting of radio static and other noise of frustration where the ad will be hard to understand.com and sign up by entering their personal information in the ―Share Your Stories Page‖.000 dollars as this will be the amount offered by the company as the grand prize. The teaser will not say what the ad is for or the company and contacts that created it. Time of day: 6AM-8AM (morning rush) 4PM-6PM (after-work) Age group: 18-34 % of weekly reach for age group Home: 60% Auto: 75% Work: 28% Note – teaser and standard ads will be concentrated towards automobile reach 46 . 2. that will be received from consumers sending in their ―printer horror stories‖ a wide database will be collected of demographic and lifestyle information as well as interesting recaps of consumer’s dreadful printer stories. Radio The radio ads will be included in both the teaser and standard campaigns. The sweepstakes itself will cost Brother $10.How to enter: To enter into the sweepstakes to win a Brother printer. participants are required to log onto www. print and radio ads of printer situations will be created where at the end of a broadcast commercial will say ―this is a true printer story‖ or at then bottom corner of a print ad. Winners will also be sent congratulatory e-mails along with a request for their confirmation number for proof of submission to make sure that their codes match the winning confirmation numbers selected. This will give Brother an image of caring and relating to consumer’s needs and problems in regards to printer malfunctions. Once all required information fields are filled out. The participant will be asked in the e-mail to take note of the confirmation code as it will be used as proof of submission and will also be required to redeem the sweepstakes prize should they be fortunate enough to win.whatfrustratesyou. The purpose of this is to force the listener to surpass his or her frustration and curiosity.

yoga and Pilates and regularly go to the spa. professional sporting events and regularly go amusement/ theme parks.2 Million Adults 25-54: 71% Adults 25-49: 63% Female: 60% / Male: 40% Education: Post-Secondary Education: 71% University / Post Graduate Education: 44% HH Income: $75. sporting goods. hike/camp. Home: Homeowners: 55% Home improvement Spending: 59% Home improvement spending $20. cycle. garden. play hockey. Investments: RRSPs: 59% RESPs: Index 141 Mutual Funds: 46% On-line Banking: 62% 47 . • Richie Favalaro is live every Saturday night from The Court House. Rent videos/DVDs. vacations and new vehicles. skilled service. video systems/games. electronics. in-line skate. women’s/men’s/children’s clothing. nightclubs. have attended a ballet performance and try their luck at the casinos.5 www.Toronto / AP12+ / Mon-Sun 5a-1a Music Line Up Nelly Furtado Rihanna Nickelback Justin Timberlake Fergie Bon Jovi Suzie McNeil Timaland Madonna Maroon 5 Demographic Profile Age/Gender: CHUM FM has a full cover reach of almost 1.000+: Index 114 Spending: Camera equipment. xcountry ski. play racquet sports. • John Woodlock hosts weekends. pizza.chumfm. go to movies.com BBM S4 2007 . Lifestyle Profile Activities: Do aerobics. downhill ski.000+: 18% HH Size: 3+ people: 74% 4+ people: 55% Children <12: 34% (index 138) Occupation: OMPs: 33% Clerical.000+: 51% $100. burger and sub/sandwich restaurants. They go to an art gallery/museum. computer equipment. fast food.000+: 32% $125. chicken. service worker Station Update • Chris Biggs hosts The Sound Lounge Mon-Fri 7pm-11 pm and live to air every Friday night from CLounge. skilled sales.Station Profile Call Letters: CHUM FM Format: Adult Hits Dial Position: 104. eat out at family.

0% 44. Manager.Toronto CMA 48 . Professional Owner.300 10.0% 62. Manager.8% 17.7% 45-54 19.0% 50.1% 26. Professional Post-Secondary Education PostPost-Secondary Education College College University Degree University Degree University/Post Graduate University/Post Graduate HHLD Income HHLD Income HHLD Income HHLD Income HHLD Income HHLD Income HHLD Income HHLD Income $ 60.4% 25-54 70.73.7 Teens 88.000+ 33.6% 95.1 10.400 254.51.3% 62.6 19.7 28.5% 18-49 73.5% 25-44 -.300 8.000+ $125.900 AUDIENCE PROFILE Male – 40% // Female -.8 22.6% 31.4% 25-54 -.800 10.3% 44.0% 18-24 10.000+ $125.000+ $100.8% 22.8% 31.7% 35-44 28.4% 33.8% Source: BBM S4 2007 .60% Male – 40% Female 60% 18-49 -.5% •• •• •• •• •• •• •• •• •• Owner.4% 71.0% 22.1% 55+ 8.0 Toronto CMA Reach = 885.000+ $ 60.900 201.500 169.166.8% 17.000+ $100.000+ $ 75.000+ $ 75.800 75.8% 25-34 22.8% 26.Full Coverage Reach = 1.5% 25-44 51.6% 50.70.1% 71.

EWS & TRAFFIC 49 .

Monday through Friday. 5:50am. 5:44pm. Report and 8-10 second tag. 7:30am.200 Weekly (5 x)  Opening ID  Monday – Friday. 8:12am & 8:50am Afternoon Drive*: 3:50pm. 7:00am & 8:00am  Minimum 5 occasions weekly rotating through all times  Accommodates only 30-second creative --. 7:50am. up-to-the-minute Traffic Reports. 4:59pm. 7:12am. 5:30am.175 Weekly (5x) Available in multiples of 5 Reports weekly rotating Monday to Friday x 13 weeks.250 Weekly (5x) News Updates Traffic Reports CHUM FM brings you important. 6:50am.$4. 3. 6:12am. Traffic Package: $2.SPONSORSHIPS Major News  Opening ID  Monday – Friday. 6:00am. 8:30am. All sponsors to rotate fully through the following Reports: Morning Drive*: 5:15am. every week. 5:59pm.$4. 4:44pm. Opening intro. Future campaign plans 50 . 6:30am. 6:44pm & 6:59pm *Times are approximate. 4:30pm 5:30pm & 6:30pm  Minimum 5 occasions weekly rotating through all times  Accommodates only 30-second creative --.

A 2-color 3ftx8ft vinyl banner will cost roughly $85 (www. $77.The eventual purpose of the integrated marketing campaign for frustrated as well as the CRM building through the microsite is to launch the story of a printer campaign. the company will offer to pay the city of Toronto and Vancouver to collect printers in addition to regular garbage from individuals who choose to participate during a specific garbage week.com). Out-Of-Home/Guerrilla Marketing Two months into the regular campaign (starting in November) and lasting a month for promotions. COST: Figures are based on Transit prices of Bus board ads with the same GRPs (50) with 238 panels and an extra 30% mark-up and assembly cost from municipalities since it is not a standard advertising vehicle as well as a $50 additional space cost per garbage truck for the extra printer space.buildasign. Since Brother is slanted towards eco-friendliness. This mini-PR campaign will be set to show consumers that Brother caters to their environmental consciousness. a large sign with the word ―frustrated?‖ printed with a Brother logo clearly represent the company behind the promotions. Through the promotions and sweepstakes 4. On the side of the garbage trucks. and raise more awareness through this semi-guerrilla tactic. there will be a small additional spot on TV and Radio ads to mention a ―throw-out-your-old-printer-day‖ and for consumers to go on the microsite for full details of the special promotion.900 ($50 x 238 panels) + ($85 x 2 sides x 238 panels) = $ 75.565 51 .350 (cost) / 4 (one week out of the 4 weeks) + 30% (mark-up) + $11.

ca/pop/news/2006/00212nationalratings. The commercial highlights the problem with most printers sold in the market today – to bother people when they least expect it. The print campaign will take place in national magazines across Canada that reach the large markets of Toronto. and Montreal that the campaign has targeted as being important for increasing brand awareness. Vancouver.000 and 1. Print The two print advertisements for Brother Printers are magazine oriented with a both a humorous and informative format to utilize this particular media to its up most potential. The two children run upstairs to their parents’ room armed with a bat and a teddy bear only to find a malfunctioning printer that is making a lot of noise instead of a noisy supernatural creature.*Media Digest 06/07.popjournalism. a strange and supernatural man pops out of nowhere and startles the parents by making uninvited noise. The consumer insight is having that it would be great to have a printer that actually functions on queue and does not act up when in the most unexpected moments.688 per household. From the master’s bedroom. The parents freak out and this woke up the kids. We have decided to place the TVC in these two programs since The News and The Apprentice draw a viewership of 1.000 19 respectively.185.904. It will be placed on two different programs namely: The Local Evening News (Monday to Friday) and Celebrity Apprentice (once a week).shtml CARD 52 . Canadian Media Directors’ Council 5. 19 20 http://www.700 household in Toronto with an average income of $91. There is a total of 1. The optimal form for achieving the brand awareness aspect of the campaign is to get the attention of consumers and a humorous and informative advertisement can accomplish this for Brother. 6.20 The commercial is basically about a typical suburban family whose household gets woken up one night by a strange commotion. 547. The decision to do this type of print ad is based on the fact that Brother’s objective for this campaign is brand awareness and to stand out from the clutter that most magazines have with advertisements Brother will have to be different. Storyboard The TVC will be placed in CTV from September to June.

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