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-of-
the-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 Amount
Number of shows in 2
cities Hanoi and HCM 99 shows
City
Total (without VAT) 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-of-
mouth.
 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