Siemens M55 Road Show - 030914 Proposal

Siemens M55 Roadshow

A proposal to Siemens Vietnam Date: Sep 12, 2003

Agenda  Siemens Brief  Proposal • Concept • Project Implementation • Cost & Benefits • Next steps

SIEMENS BRIEF Background Objective Venue/Timing

Background  Siemens brand is already well known in Vietnam mobile phone market.  M55 is a good product with stylish design and superior features, yet has been sold without enough marketing supports.  Siemens now wants to enhance PULL strategy at premises of target consumers to support selling through.

Objectives • AWARENESS: Bring Siemens M55 to consumers in a friendly and joyful way. • SELLING SUPPORT: Encourage M55’s desire, increase M55’s purchase at the outlets.

Venue/Timing  Venue: • HCM City • Hanoi

 Timing: 2 weeks • October, 2003

PROPOSAL Concept Project Mechanics Cost & Benefits Next steps

Concept  Using “hop-around” roadshows to create “talk-ofthe-town” about Siemens M55 as “Siemens Scorpion” (Siemens Bo Cap)  Targeting consumers at office buildings and entertainment places (eating, drinking outlets)  Techniques: attractive models giving leaflets and promotional gifts.

BRING EXCITEMENT AND CURIOSITY TO TARGET CONSUMERS!

Project implementation  “M55 Ambassador team”: 2 pretty girls and 2 boy a team (selected cool and pro-active models) • 2 Teams working 2 weeks in HCM City. • 1 Teams working 2 weeks in Hanoi.

 Target 3 sites/day. Total 108 shows during the campaign.

How do they work?  Biz Solutions will select sites, negotiate with site owners for permission.  Team leader will come first to pave the way, then Ambassador Team will come to start promoting by: • Distribute leaflets • Give away promotional items

How do they work? (cont.)  M55 trial game: • Phones are installed in standee to avoid thief. • Any consumer can try using M55 to dial a number. • M55 Ambassador Girl will play “head-or-tail”. • If the last dial digit is odd, and coin is head, then consumer win a promotional gift.

 Note: although we can give away without lucky chance, but this game creates curiousity and the desire to try dialing, calling to win a gift. This creates “crowd” and “noise” for awareness.

Materials / Tools      

Standee for holding/keeping phones. “Scorpion” uniform for Ambassadors. “Scorpion” mock-up to communicate. Leaflets. Promotional Gifts Van for transporting team

Typical ambassador team • Team: 2 beautiful girls, 2 boy • Uniform: Siemens Scorpion branded • Van: Toyota 7 seats with Siemens M55 branded This picture is just for illustration only.

Biz Solutions’ Services          

Concept Creative (uniform, branding tools, game tools…) Production Ambassadors hiring and training Car renting and Car branding Licensing Site dealing Photograph taking/video recording Stock management Report and Feedback

Cost Note: gift cost is included. Roadshows Number of shows in 2 cities Hanoi and HCM City Total (without VAT)

Amount 99 shows USD 15,269

Benefits for Siemens Benefits:  Estimated 90 consumers to be approached at each site. there will be about 10,000 target consumers approached by M55 ambassadors  About 50,000 consumers will know via word-ofmouth.  M55 will be remembered in a lively and friendly way, with SCORPION in consumers’ mind.  This will result in significant sales increase.

Next steps  Siemens to consider and approve proposal.  Biz to proceed on creative and production.

THANK YOU And looking forward to being part of your SUCCESS