Professional Documents
Culture Documents
GROUP B10:
An Introduction
HKs mobile phone market 8.3 mill subscriber base Penetration of 120.7% Large players hold 80% of market Sunday Communications Ltd. Mobile phone service brand, launched in 1997 Unconventional, slice-of-life advertising Most recognized brand in HK, late 90s
Strength
Irreverent (creative association) Spirited brand personality (appealed to the younger consumer) Was positioned as a lifestyle brand (In HK cell phones were a status symbol) Tapped Local trends Divergent
Projective aid for consumers: High campaign visibility Eye catchy advertisments
Brand Personality and values Spirited & Unconventional Developed Through joint promotions
2. Quantitative: Awareness:
Recognition
Image & Responses: Backlash (consistent with being irreverent) Helped further the irreverent image that was trying to be created Relationships: Higher lock-up period of 37 months 65% of consumer base was locked up
Brand Associations
Strength
Factors
Personal Relevance Consistency
Overall
High
Medium to High Low High Very High Medium to Low Very High
Favorability
Desirability Deliverability
Uniqueness
Date
Jan 1998
Title
Tits
Strategic Intention
Brand Awareness
Jan 1998
Jan 1998 Mar 1998 1998 Dec 1998 Nov 1998 Dec 1998
Farts
I Dont want to Grow Up Kung Fu baby Sunday Surprise Bunny International Roaming MTR
Brand Awareness
Brand Positioning Highlight Brand Attributes Information Strategy Persuasion, Inoculative Highlight Brand Attributes Brand Awareness
Contd.
Date
Jan 1999
Twice Feb 1999 Independence Day Gandhi Brand Personality, Inoculative Feb 1999 Independence Day John F. Kennedy Feb 1999 Brand Personality, Inoculative
Title
Independence Day Think
Strategic Intention
Inoculative
sen
Feb 1999 Independence Day Street march Feb 1999 Independence Day Throw away phones
Inoculative
Brand Personality, Inoculative Highlight Brand Attributes