The Optoma Group Case Study

Optoma (https://www.optoma.co.uk/)

The Optoma Group is a multinational company and particularly specializes in projectors in the B2B and B2C markets. In this individual assignment, you will design media planning and strategy helping Optoma to promote its projectors in UK’s B2C market. Optoma’s projectors are mainly used for home cinema, home entertainment and gaming.

Imagine that you work for Optoma and get a media budget of £1 million to promote its projectors in UK’s B2C market. You are required to produce an individual 3000 word written report, addressing each of the areas numbered below.

Introduction

The basic requirement of the introduction is to discuss projectors’ B2C market in the UK and to introduce Optoma and its products. The Optoma website will help understand Optoma’s projectors. You might also want to compare Optoma’s prices with its competitors’ and get an idea about Optoma’s market positioning regarding prices. You could also find how influencers think about Optoma’s projectors, for instance on YouTube or Instagram.

1. Specify one marketing objective and two media objectives

Before specifying media objectives, think of one marketing objective and why this marketing objective is important for Optoma. Then, think of two media objectives and explain how these media objectives help achieve the marketing objective. In this module, we focus marketing objectives on customer metrics (e.g., customer awareness, customer loyalty, customer engagement). Two media objectives are reach and frequency – how much of the market will see or hear your message and how often – for example.

To decide on the marketing objective, you will calculate CDI (category development index) and BDI (brand development index)

  • The total sales of the projectors in UK’s B2C market are £5 million. The average sales of projectors across the European Union’s B2C market (including UK before Brexit) are £7 million. Optoma’s total sales in UK’s B2C market are £500,000. The average sales of projectors’ sales across UK’s B2C projector companies are £1 million. Please calculate projectors’ CDI in UK (compared to across the European Union) and Optoma’s BDI in UK in this scenario.
  • After calculating CDI and BDI, please decide on Optoma’s one marketing objective and two media objectives with justifications.

2. Find the target audience

The target audience are who we are communicating with, and brands should know what is going on in their customers’ lives. To find the target audience, brands select important customer characteristics. In addition, they explore the target audience’s media-usage behaviours. For this task, you will consider four consumer characteristics and create one- two target audience profiles.

Please refer to academic literature to carefully select customer characteristics. You will need to provide theoretical and practical justifications for each selected characteristic.

3. Media mix

For the audience profile, select a media mix. Consider the specific properties of the media and how media work together and improve the effectiveness of each other. Intensively use academic and managerial articles to support the chosen media mix. In the assignment, you have to consider all three types of media discussed in the module: paid, owned, AND earned media. Each type of media needs at least one media vehicle.

4. Media planning

Identify the media (vehicles) for your media plan. Do justify timing, campaign pattern, media spaces/spot lengths and other elements you think make up an effective schedule. Then, link the schedule to the media objectives in reach and frequency. You will use Gantt Chart and media planning table to demonstrate your media plan. Please select at least one traditional and one digital media.

5. Budget allocation and media evaluation

Explain what percentage of your budget will be used for which media and why? Actual figures are NOT required. How will you ensure that you have made the right choices for Optoma in UK’s B2C market? For each selected media vehicle, please use media metric as a performance measure. Also consider pre and post evaluation of the media campaign.

Please note:

In addition to the reading list, you are encouraged to consult secondary data from other books, other academic journal articles and relevant information from credible sources, such as WARC, media reports, industry reports etc. These should be used to support and evidence your arguments and will be particularly useful in demonstrating the logic underpinning your choice of media (vehicles). Evidence of wider reading is therefore encouraged.

Assessment weighting

1. Introduction, specify one marketing and two media objectives 2. Find the target audience
3. Media mix
4. Media planning

5. Budget allocation and media evaluation

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