Prezentacja programu PowerPoint

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Katarzyna Dyznarowska Konrad Kalbarczyk
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WARSAW
UNIVERSITY
MAIN TOPIC
SOM
POLAND
LIBRARY
Not so far from Finland, is a beautiful
country... Poland!
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WARSAW
UNIVERSITY
MAIN TOPIC
SOM
POLAND
LIBRARY
Some information about Poland

• Countrys full name The Republic of Poland
• Language Polish
• Population 38,132 mln in the year 2006
• Capital city Warsaw 2,5 mln citizens
• Main religion Roman Catholic
• Territory
  
  
• Total area of the country - 312,685 km2
  
• Territorial sea - 8,7 thousands km2
• 9th country in Europe and 63rd in the World
• Monetary unit / Currency 1 zloty (gold) 100
  groszy
• The member of
• The European Union (EU)

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WARSAW
UNIVERSITY
MAIN TOPIC
SOM
POLAND
LIBRARY
Some information about Warsaw
Inhabitants with suburbs 2,5 million
Structure 18 districts Greenery 24 of the
citys area Number of business 254.362 (98,5
private) State universities and academies 13
(150.000 students) Private high schools 55
(200.000 students) Warsaw from many
perspectives Tourist attractions
Modern Warsaw Green
Warsaw
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WARSAW
UNIVERSITY
MAIN TOPIC
SOM
POLAND
LIBRARY
Some tourist attractions
The Royal Palace
The Old Town
The Barbican
The Presidental
Palace
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WARSAW
UNIVERSITY
MAIN TOPIC
SOM
POLAND
LIBRARY
Modern Warsaw
Warsaws Subway
Commerce Center
City Center
Business Center
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WARSAW
UNIVERSITY
MAIN TOPIC
SOM
POLAND
LIBRARY
Green Warsaw
Lazienki Park
Saski Garden
Wilanow Park
Orangery
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WARSAW
UNIVERSITY
MAIN TOPIC
SOM
POLAND
LIBRARY
Basic information about Warsaw University
Established November 19, 1816 Type
Public Rector Professor Katarzyna
Chalasinska-Macukow Staff 5531 Students ca.
57000 (ca. 2300 Doctoral students) Faculties 18
and 30 other units Website www.uw.edu.pl
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WARSAW
UNIVERSITY
MAIN TOPIC
SOM
POLAND
LIBRARY
Warsaw University Library (BUW)
Founded 1817 Library holdings 2 815 460 vol
one of the three largest collections of scholary
books in Poland New modern building
1999 Additional Worth to visit it not only
because of great books but also because of a
garden on the roof with a beautiful view on the
Vistula river Website www.buw.uw.edu.pl
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WARSAW
UNIVERSITY
MAIN TOPIC
SOM
POLAND
LIBRARY
Information about School of Management
Established 1972 in Warsaw Type Faculty of
Warsaw University Dean Professor Alojzy Z.
Nowak Staff 12 full professors, 3 associate
professors, 17 people with a higher
doctorate Students ca. 5700 Additional The
oldest management faculty in Central Europe
Website www.wz.uw.edu.pl
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MOBILE MARKETING
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Introduction video
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INTRODUCTION
MAIN TOOLS
MEASURING
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Introduction What is Mobile Marketing?
Mobile Marketing is the use of the mobile
medium as a communications and entertainment
channel between a brand and end-users. It
is the only one personal channel enabling
spontaneous, direct, interactive and targeted
communications at any time and at any place.
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INTRODUCTION
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Introduction Ways of using Mobile Marketing

• Loyalty building
• Sales promotion tool
• Product launch
• Brand awareness building
• Direct marketing
• Time and location specific offers
• Redemption and couponing mechanism
• Additional stream for information services
• Channel for delivering ringtones, graphics etc.

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INTRODUCTION
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Introduction M-Marketing communication ways

• SMS - Short Message Services (text)
• MMS - Multimedia Messaging Services (combining
  text with graphics and sound)
• WAP - Wireless Application Protocol (mobile
  internet)
• 3G - Third Generation (full multimedia services)

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INTRODUCTION
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Launching Be well prepared

• Half the money I spend on advertising is wasted
  
• the trouble is I don't know which half. 
• John Wanamaker (1838 - 1922)
• US department store merchant

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Launching How to start?

• 1. Set measurable strategic goals.
• 2. Decide what approach will speak to the
  customer?
• 3. Integrate your M-Marketing campaign with the
  rest of your marketing activities.
• 4. Pass to a technological level of the campaign.

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INTRODUCTION
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Launching Technological level 5 critical
issues

• Who will prepare it?
• Our company vs. Partner - company
• 2. The phone number
• Purchase vs. Hire
• 3. Agreement with operators
• Services connected to the number
• 4. Plan
• What information do you want to be collected?
• 5. The price
• SMS for free
• Normal SMS price
• Premium rate SMS

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Launching The target group data collecting

• The External Data Base
• The Internal Data Base
• Internet Platforms enable consumers a
  communication with their favorites brands. After
  a registration process a new user is added into
  the database of suitable brand. From this time he
  or she receives SMS/MMS with news, coupons, games
  and ring tones connected with a chosen brand.
  E.g. www.smailme.pl.

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INTRODUCTION
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Main tools Push and pull actions definitions
Push action the consumer does not request the
product or information to be delivered it is
"pushed at" the end-user by promotion. The
customer is passive. Pull action the consumer
requests the product or information and "pulls"
it through the delivery channel. The customer is
active. Reaction via mobile is expected.
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INTRODUCTION
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Main tools Push actions (B2C)

• SMS MMS advertisement messages are sent to the
  target group taken from a proper data base.
• The advertisement in new mobiles video clips or
  graphics with adds in new mobile phones.  
• Mobile Media Sponsoring customers receive on
  their mobiles different kind of information
  services with a logo of a sponsor.

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INTRODUCTION
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Main tools Pull actions (C2B)

• On-pack promotion customer can send a unique
  code from a label and get a response message
  about prizes.
• Loyalty Programs customer sends SMS with a code
  of bought product and collect points. Then points
  can be changed into rewards.
• Vote Quiz it enables to increase awareness of
  a brand and collect valuable information.
• Games, graphics sounds customer can download
  gadgets connected with a brand.

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INTRODUCTION
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Main tools Mixed push pull actions

• Mobile coupons consumers can receive coupons
  and vouchers on their mobiles that display
  barcodes or numeric codes and change them for
  prizes and discounts offers in outlets.  
• Text-to-Win customer receives a message with an
  information about a competition and prizes. He or
  she can reply and join. Useful for a direct
  marketing.

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Main tools M-marketing entertainment

• moBlog customers send pictures/audio/video
  from
• their mobile phones to publish it on a
  web-page.
• Facts during first 5 weeks of existing
  moBlog in Poland,
• it has been visited by over 100 000 people.
  Users
• created 9000 individual moBlogs and send
  over 6000
• MMS!
• WAP
• Mobile Radio
• Mobile TV

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Measuring Key methods

• Impression rate Opened and read messages. The
  average rate is 95.
• Reaction rate Answered messages. The average
  rate is 15 compared to 5 from emails, 2 from
  direct mail and 0,5 from printed advertising.
• Word-of-mouth rate Messages forwarded to others.
  The average rate is 7.
• Coupons redemption rate Coupons used in stores.
  The average rate is 80.
• Brand recall rate Brand identity within the
  target group. The average rate is 65.
• Source Enpocket Media Monitor

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INTRODUCTION
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Example Silver Screen

• Place Warsaw, Poland
• Purpose to encourage potential customers to use
  cinemas services
• M-Marketing tool mobile coupons
• Way SMS messages with a discount coupon sent to
  potential customers
• Results
• on 539 sent coupons, 196 were used
• The response rate was 36
• 80 of people declared that they came to the
  cinema because of recieved coupons

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Example Kit-Kats

• Place Great Britain
• Purpose to increase brand awareness
• M-Marketing tool text-to-win
• Way SMSes with a competition question sent
  twice before a Kit Kats TV commercial. Person
  who watched the commercial and sent SMS with a
  correct answer had a chance to win a prize
• Results
• 8 men i 6 women from the target group replied
• the response rate was 7,8

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INTRODUCTION
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Example Cadbury

• Place Poland
• Purpose to increase sales and brand identity, to
  collect data about chocolate consumption habits
• M-Marketing tool on-pack promotion
• Way on 65 mln packages was placed information
  encouraging to send SMS and join a competition.
  Customer received return SMS with information
  about prizes.
• Results
• over 5 millions SMSes were sent by customers
• the turnover of Cadburys Group raised by 21

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Summary The advertisements comparision
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Summary Facts

• 40 of brands have already deployed text
  messaging (SMS) campaigns
• 18 of brands have deployed multimedia messaging
  (MMS) campaigns.
• 89 of major brands planning to market via mobile
  phones by 2008
• 52 of brands planning to spend up to 25 of
  marketing budget on mobile marketng
• Source Airwide Solutions

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Summary video
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THANK YOU FOR YOUR ATTENTION ANY QUESTIONS?