Method of approach Launcing the dutch platform
Sanne Dortmans 2039721
Print! GmbH & Co. KG 10-02-2014
Name:
Sanne Dortmans
Student number:
2039721
Education: University:
Communication & Multimedia Design
Internship supervisor:
Diana Marijnissen
Company: Company supervisor:
Print! GmbH & Co. KG
Avans University of applied science.
Gaylord Buisard Carlos Ernesto Fernรกndez
Date: Place: Version:
10-02-2014 Berlin, Germany 2
Index
- Background
Page 4
- Goals
Page 5
- Research strategy
Page 6
- Project description
Page 7
- Project activities
Page 8
- Prerequisites
Page 9
- The products
Page 10
- Quality & Project coรถrdination
Page 11
- Time planning
Page 12
- The risk analysis
Page 13
- Attachments
Page 14
Page 3
Background
Print GmbH & Co.KG is a worldwide company specialized in online offset printing. Its head quarters are based in Germany and the company operates in countries such as France, England, Spain, Italy and the USA thanks to it’s international platforms. Print GmbH & Co.KG provides its customers with professional full coloured printing materials such as; flyers, digital and offset posters, magazines, presentation folders, banners, business cards, letter heads, CDS and DVDs, stickers and foils, canvas print, mats. Thanks to its dynamism and creativity Print GmbH & Co.KG targets to offer to small businesses as well as to bigger enterprises solutions to improve their communication and marketing tools.
Page 4
After the international succes of all the platforms they want to go grow even more. So they are going to launch a Dutch and Beglium platform as well. In the same style and with the same strategy. The products will also be the same. To launch this platform and get customers in this country needs we need to get information about the market, the prospect customers and what they are going to do for communication strategy. So they have set up a project for the company to make it ready for the launch. The problem in the Dutch market is that there are allready a lot of suppliers. Prospect customers already buy their product at one of these companies. So how is Print! going to get noticed in the new market?
Goals
Print! wants to stand out in the new market and wants their prospect customers to know what their special quality is. The reason why people should order with Print! should be communicated well. They want to do this by making a mediamix for their communication. They want to use a lot of different platforms and media tools to get the prospect customers attention.
Goals: • Making a corporate campaign to expanding the publicity of Print-Kleuren in the Dutch market. •
Prospect customers will know about the launch of the new platform and will know what the unique factor is and eventually place an order.
They want people to know what the unique factor is of Print! and why they should order there.
Page 5
Research strategy
To achieve thse goals we are going to use the following research strategy: Competitors analysis: - Who are the competitors, what is their working strategy. - Who are their cliĂŤnts - What are their prices When we know these things about the competitors we can look at our possible place in the market. In which place of the market do we want to fit. Looking at price, products and service. We will do this competitors analysis only with desk research. Market research: Before we start with the market research in The Netherlands we are going to look at our market segment in the other countries.
Page 6
We are going to look at what we sell the most in the other plaforms and to what kind of customers. We have to look if there is a pattern between these platforms in sales and customers. Once we have that information we can go look for the same kind of cliĂŤnts in The Netherlands and get in touch with them. The next step will be to have interviews with them. About how they gain information, how they want to get in touch with new suppliers for the products. But also what they expect from their print service and from our kind of companies. We will use for this part of the research desk and field research.
Project description
Organisation: Print! GmbH & Co. KG Project supplier: Gaylord Buisard & Carlos Ernesto FernĂĄndez Contractor: Sanne Dortmans Project name: Launch of the Dutch Platform Project time: Start: 27-01-2014 Period: 20 weeks End: 13-06-2014 The Project: Print! is going to launch their new platform in The Netherlands and Belgium. To gain customers there they want a campaign launched after the new platform has opened. So the people in The Netherlands know that their is a new platform. The campaign should be used for different communication tools and must contain the mediamix. The campagin needs to be in Dutch and have the corporate identity.
The project description: Make a campaign for the launch of the Dutch platform, which can be used in the entire country and is in the corporate identity of Print! To make this campaign use the corporate images and logo’s that are allready there. The look of the final product must show immediately the corporate identity of Print! and be in line with the other platforms. For the launch there will be a discount for new customers. In the campaign that should be noticable. The products are going to be made in InDesign, Photoshop and Illustrator. Next to this offline campaign we are going to make an Animation video to show what the company does and how we work. As an introduction of the company for the new market. Before we start with making the campaign and the animation we need to do a research about the competitors and the Dutch market. In this way we know where to place the campaign adds and other communication tools. The campaign should be in Dutch and need to be in a style that it can be used again for other discount offers or other platform launces (Belgium). The campaign is going to be multimedia. Page 7
Project activities
In this chapter i’m going to explain the project activities. What are the steps i’m going to take to finish this project. This is a global action plan and there are things that could change about it. When the action plan is finished there will be a timeplan to make the project run smooth. I’ve seperated the entire project in 7 fases with the accessory subfases. 1. Preface • Making the method of approach • Getting to know the company • Projectdescription review with project supplier. • Explore technical possibilities for realisation fase. • Defining research subject • Making the researchplan • Defining the research questions 2. Competitors analysis • Desk research competitors • SWOT analysis • Porter model 3. Market research • Desk research prospect customers • Interview set up • Interviews • Processing interviews
Page 8
4. Strategy finalisation • Marketresearch results • Comptetitors results • Stragey set up • Communication tools set up 5. Visual research • Thinking of forms • Thinking of communication tools • Review with project supplier • Design the campaign • Design different mediatools • Review with prospect customers • Thinking of animation style • Writing scenario • Making storyboard 6. Realisation. • Prototype campaign • Prototype animation • Review prototype with project supplier • Convert from prototype to final version • Review final version with project supplier • Launch of the campaign 7. Completion • Writing thesis
Prerequisites
Start date: 27-01-2014 Project period: 22 weeks Prerequisites from project supplier: • Use of social media in strategy • Language campaign: Dutch • Language research: English • Innovative strategy • Use mediamix • More than one communication tool is used
Research: • Clear overview of competitors • Clear overview of competitors products and prices • Clear overview of the market • Clear overview of customer needs. • Clear overview of wanted visualisation
Final products: Campaign includes: • Corporate identity Print!1 • Suitable images to prospect customers. • Launch discount • Use of more mediaplatforms • Wanted image is communicated • Animation as an introduction to the market about the company and the way we work.
Optional products: • Campaign for the Belgium platform • Change of the website interface • New strategy for Print! for the other platforms • Campaigns for the other platforms (UK, Spain, France, USA and Italy)
The logo’s and corporate images of all Page 9 the platforms are in the attachments
1
The products
Troughout the whole project there will be deadlines and parts finished. These are the products that togheter make the project. After every step there will be a report handed to and reviewed by with the project supplier and the people involved. This are the following products: • •
Concept method of approach Final method of approach
•
Competitors research document, This document will have the resultst and conclusions of the competitors analysis in them. So that the sales department can use this for their marketing strategy . The research will be done because Print! wants to know who there are going to compeet with. And the problem is that the competitors already have a part in the market, which Print! still needs to gain after the launch. Because of this problem we are going to do the analysis. After we finished this we will present the results and conclusions to the sales department.
•
Page 10
Marketing research document, This document contains the results and conclusions of the marketing research. The results of the interview we are going to do will be in there. This research is because once we know the competitors we want to
get to know the market and discover the needs of the prospect customers. So we can include these in the strategy we are going to have for the new platform. After this research is finished we will review this with the sales department and the design department. •
Visual research, Once we know the market and are in contact with prospect customers we are going to make some concept art and campaigns. We are going to show them to the customers and ask for their opinions. After we done this there will be a report with the results and conclusions. Which we will review with the design team.
• • •
Concept campaign Prototype campaign Final campaign & Animation, After we finished all the researches and the prototype of the campaign we are going to make the final campaign. This will contain all the conclusions of the researches and will suit to the needs of the company and the customers.
•
Thesis, The report where everything will be put togheter as one final report to give to the CEO.
Quality & Project Coรถrdination
To guarantee a good quality of the project and the final project we have to do different actions. The most important one of them is to keep in contact with the project supplier and the other departments. This contains: - Review method of approach - Review researchdocuments - Review strategy - Visualisation, prototype review - Final concept review Besides those review moments there is acces to earlier researches that have been done with the other platforms. We can use them as a guideline for the new research and launch. Aslo we can look at what went wrong with those launches and what could be changed this time. Our team contains peolpe with different educations and backgrounds. This will give the project more draft. Because everybody will look at it from a different point of view. We work togheter in a team with: Designers, sales, interns (Economics, marketing, communication) and the technical team.1
Also we all have the tools to make the research work. We have acces to statisitcs of the other platforms, which include the clients that order the most and the most sold product. This is for every different platform. Also we have the Adobe tools for the designing of the campaign. The sales department is in charge of the project. I will be the one who will do the project. The reviews of every step will be done with the people involved so: - Competitors analysis: Sales, interns - Market research: Sales - Strategy: Design, sales and interns - Visual research: Design, Sales - Reaslisation: Design - Finalisation: Design, Sales and interns I will lead the project and take all of the steps and do all the reseach and make the final campaign. But all will be communicated with the rest of the team. I will make an update every week of my actions of the week and discuss these with the project supplier. To review how the project process is going. The organigramm of the company can be found Page in the 11 attachments
1
Time planning
Global time planning: Week:
Task:
Involved:
Outcome:
1
Getting to know the company
-
Knowledge of way of working. Customers and collegeas.
2
Time management, Making the project sceduale
Sales and Design department
Method of approach
4-6
Competitors analysis, Doing desk research about competitors in the Netherlands
Sales
Report with competitors
5-8
Market research, Desk research, who are prospect customers. Field research, talking to the prospect customers. Interviewing theme bout what they want.
Sales
Report with prospect customers. Needs of customers
8-9
Making the strategy, How are we going to launch the company in the Netherlands and how are we going to get customers.
Sales, design, interns
Strategy report
10 - 15
Visualization, Looking at the strategy which communication tools are we going to use. And how are they going to look. Also making the storyboard and the storyline as well as the visualisation of the animation.
Design
Prototype of campaign Prototype of Animation
Design, sales
Campaign
Field research, What do the prospect customers think of the visualization styles. 16 - 18
Finalisation, Making the final campaign and write thesis
Detailed time planning is in the attachments Page 12
Rick analysis
As every project also this one has it’s risks. These are the following: - Time pressure, Every step is very important in this project. One step can take to much time and therefore other steps can come in time pressure. Which can lead to a rushing end and that will take the quality of the project down.
- Knowledge, For the animation I need to do research and find ways and techniques since I have never made an animation before.
- Feasibility, Because i have to do the project allone and don’t have all the knowledge about competitors analysis and marketing research, this could take a lot of time and by that the quality can go down. - To big, The project is pretty big to do all by myself. There is a possibility that I can’t do all the steps as broad as I want them to do. Beause it would take to much time.
Page 13
Attachments
Detailed time planning:
Page 14
Attachments
Detailed time planning part 2:
Page 15
Attachments
Here you can find the organigramm of the company Print! GmbH & Co. KG. These are the people based in Berlin. There are more people in other countries and external there are the suppliers and the delivery companies that we work with.
Organigramm
CEO
Extern: Goldland Media GmbH (HF & Malte)
Georg
Support & Prepress
GB/DE: Henriette, Diana, Nadine, Michael, Janiek FR: Gaylord, Cappucine, Ines USA/CAN/ESP: Carlos NL: Janiek, Sanne
Page 16
Finance
Marketing
Vera, Georg, Ahsen
Wolfgang Georg Carlos
Purchase
IT
Georg
Bogi
Office/ Organization
Georg Vera Ahsen Putzfrau
Attachments
Current logo’s and campaign images of platforms:
1-2-print.co.uk English platform
Jiperior print USA platform
Printimagine & printaqui France & Spain Page 17